Iconography explained

Understanding Iconography

Definition

Steve Campsall’s definition of iconography is useful. (Steve Campsall – Media – GCSE Film Analysis Guide (3) – SJC)

‘Iconography is an important aspect of genre. We expect to see certain objects on screen when we see a particular genre, for example, in a Western, dusty lonely roads, saloon bars, cowboy hats and horses, jails, sheriffs badges, guns, etc..
In a modern horror film, we expect young girls, ‘normal’ objects, use of dark and light, etc. These ‘genre indicators’ are called the iconography of the mise-en-scene or genre.’

So iconography can be defined as those particular signs ( or conventions) we associate with particular genres. 
Adverts may also be parodies of or refer to existing film or television genres.

Within television adverts ,  an audience expects to see different genre indicators in different genres (types) of adverts. For instance , three men in a pub = beer advert. Woman in bathroom=shampoo advert. These may be used so often that they become stereotypes.

As television adverts are so short ,  genre indicators and conventions are usually very clear and shown within a couple of seconds of  the start of the advert.

 Some of the elements of an advert's mis-en-scene  that make up genre iconography include:

Costume

 

 The way characters in adverts are dressed is very important in selling the product. If we are meant to identify with the main character ( e.g in a dramatic realistic advert) they will normally dressed in a plain and traditional way e.g t-shirt, jeans. Such a character is known as an 'everyman' or 'girl-next-door'.  Text on clothes is rarely used as this is distracting and can be a product in its own right.

If we are meant to aspire to be a character in an advert , the lifestyle appeal of the advert can be represented by having the main character dress in clearly expensive ( but tasteful) clothes and accessories . In contrast, characters we are meant to look down on or laugh at ( often because they have not bought the product) can be dressed in cheap, tatty or strange clothing.

In surrealist or humorous adverts , costume is often exaggerated and more unusual to add to the effect of the advert.

Settings

 Traditional settings for different types of advert include the kitchen , an expensive flat , a restuarant or a sports changing room . As soon as we see them we have an expectation about the type of product that will be advertised.

Also, the setting can be used to help sell the product. If the character who owns the product lives in an expensive flat, this is clearly an example of lifestyle appeal.


 Car adverts are often set in the countryside on empty roads.  Why ? What does this setting represent and how does it connect with the persuasive techniques of the advert ?

Props

Successful businessmen in adverts often have an expensive briefcase, expensive but tasteful jewellry, and a  modern and expensive phone. If they are representing the idea of a family man, the advert may show a closeup of his wedding ring.

So meaning works in two distinct ways.
1. A sign has a basic meaning literal overt meaning – for example – a wedding ring  is a piece of jewellry. This is called its denotation.
2. A sign can also have another second ( or hidden) meaning related to something completely different, which is often related to its context. This is called its connotation. In our example, the wedding ring's connotation is family life, stability and security. 


Have  a look at this humorous look at the cliches used in iconography in American advertising here 

SELLING TECHNIQUES

           
Advertising taps into the emotional responses ( fears and desires ) of its target audiences, such as attractiveness, ageing, loneliness, self-esteem and desire to look after your family.

Advertisers treat men and  women differently and the industry has been accused of focusing and provoking women's fears while simply feeding men's desires.

Top 50 TV adverts


Different brands use  mise-en-scene , form, style , persuasive techniques  and other methods to provoke different emotional responses in different audiences based on ( for example )income and class . Compare and contrast these two supermarket adverts.

Other brands play with our expectations of conventions and stereotypes  to create humorous and parodic adverts that still appeal to their main target audience.

                       



MORE CLICHES AND STEREOTYPES

Here is a list of cliches used in advertising , often to do with men and women. How many do you recognise ?