350ppm

 adbusters does not have a preferred design reading- political, design, 

• Codes and conventions – changes over time? 

• Layout and design

-image of the street over lap most of both pages, links the two images together 

• Composition - positioning of masthead/headlines, cover lines, images, columns 

• Font size, type, colour 

• Images/photographs - shot type, angle, focus

-can be interpreted as a design magazine 

• Mise-en-scene – colour, lighting, location, costume/dress, hair/make-up 

-black and white, grainy 

high fashion vs homeless

climate change, poverty

• Graphics, logos 

-350ppm, "Scientists tell us that to preserve a liveable planet we must reduce the amount of CO2 in the atmosphere from its current level of 410 parts per million to 350 PPM or below."

-dominant reading of it is that the audience reads between the lines and looks up the meaning opposite to woman which tells you what to do and what makeup to wear

• Language – headline, sub-headings, captions – mode of address

-there is no heading at the top of the page because that would be too obvious, the lack of heading creates an ambiguous message that allows the audience to interpret the meaning.

-no heading on the lexis on the right forces the audience to read it in order to know what its saying 

-both models are looking at the camera or audience creating a direct mode of address even though the mode of address is not clear within the copy 

• Copy 

-hard to understand, amkes the audiuence re-read the copy top gain a better understanding 

• Anchorage of images and text
• Elements of narrative
• Proairetic, hermenutic, symbolic codes
• Diametric oppositions