Reading An Image - Media Codes

Technical codes:

The image on the left of the advert is a medium close-up shot of 50 Cent, with the low-key lighting creating a chiaroscuro effect that combined with the direct eye contact to the viewer, signifies an atmosphere of intensity and emotion. The large shadows do not leave many details visible, however, there is a visible scar on his shoulder, connoting violence alongside the fingerprints. 

Written/Verbal codes:
The slogan "I am what I am" combined with the quote from 50 Cent is intended to convey a positive message that should inspire others to have confidence in themselves, perhaps trying to suggest that Reebok products help to make that possible. 

Symbolic/Non-verbal codes:
The facial expression of 50 Cent's face is serious and uncompromising, with his chain and cap both being iconography of wealth and his fame and achievements but also evoking connotations of the rap genre in order to appeal to that specific audience. The typography of the text is also relevant, with the typewriter style font of the quote and the medieval font both suggest his story of having survived a battle, including the filled in letters that purposefully resemble bullet shots. 

Narrative codes:
The fingerprints offer a narrative of gang violence and the criminal background that 50 Cent came from before his success. 

Technical codes: 

The main image of the advert is an example of a close-up shot, displaying a bulging eyeball with low-key lighting, creating a disturbing atmosphere that evokes fear by using body horror. This image is edited to be the entire background of the advert, designed to be overwhelming and looking directly at the viewer with a horrified stare.

Written/Verbal codes: 

The main anchorage text of the advert is "If the suspense doesn't kill you, something else will", creating the idea of unknown terrors and deadly creatures to be afraid of, marketing Resident Evil as a survival horror game. The tagline under three images of gameplay states "From hyper-realistic 3D lighting to an ominous CD quality soundtrack, this twisted blood-bath's terror and suspense builds with every new room you explore." This is effective as a display of the technical achievements of the video game but it also provides little to no information about the actual storyline of the game, capturing the suspense of Resident Evil as its main goal. 

Symbolic/Non-verbal codes:

The facial expression of the person that this eye belongs to is not visible at all, however, the wide-eyed stare effectively suggests terror. The colour codes are significant here too, with the dark purple hues and the bright red vein connoting injury. The typographic choice to make the text small and centred in the advert with the eye directly behind it helps to establish suspense, which is the main element of this ad campaign.

Narrative codes: 

Enigma codes are used in this advert frequently from the anchorage text and tagline to the use of images that do not reveal much of the story of the video game purposefully in order to intrigue the viewer and as a mechanism of creating fear; what we do not know, we cannot hide from. This also works to encourage people to buy the video game in order to answer any questions that this advert creates.