KFC and Fosters advert (visual, technical and audio codes).

In the first shot of the KFC advert you see a typical stereotype of a family, the woman is pregnant and in the kitchen making her family dinner whilst the man is sitting on the sofa reading a paper.This could suggest that the husband is lazy and the wife takes care of the household. The wife and the child are wearing calm and neutral colours whereas the man is wearing red, this suggests that the man will do something wrong and the mother and child are innocent and pure. The man then makes a joke about his wife and then the advert cuts to a shot in KFC where the man is buying a 'Filler' for dinner and the person serving him at KFC is a black woman, this could be considered to be slightly raciest because some people relate to southern fried chicken to the southern states of America. At the end of the advert the audience see the man sitting outside the doorstep of the house with a bunch of flowers to try and make up for being rude to his wife but she just turns the lights of.
 In the Fosters advert the first shot is a long shot of a beach in Australia showing that this advert will have aspirational elements in it. The hut on the beach is the colours of the Fosters brand and the logo is also on the side of the hut, which reinforces the fact that this is a advert for the brand and this is the product they are trying to sell to the public. We know that this advert is aimed at men because the hut is also surrounded by good looking women and they are sitting in a hut drinking Fosters beer whilst barbecuing which further reinforces the brand and that this advert is aimed towards men because both drinking beer and barbecuing is considered quite manly things to do. The advert then cuts to a pub in England and there is a big contrast between the beautiful hot sandy beaches in Australia and the dark and dreary pub in England. This and the man asking for the two Austrailan mens advice is considered to be aspirational because most men would rather be there rather then in the pub and they are looking up to the men because they have all the answers. The advert is trying to say if you drink Fosters you could possibly be more like them. The man in the pub is just a average guy, this relates to the audience because they can relate to the advert, this relates to the uses and gratifications theory because the audience can find their personal identity in the text.