CODES IN FASHION COMMUNICATION

Many coherent and integrated signs form a code. Some codes are very useful in understanding the time or the place where the scene is set.

The most used codes are the following:

• Mimetic codes – are the codes of facial expressions. The movement of facial muscles makes a face happy, sad or angry, serious or funny, shy or determine.

The mimetic codes of Evan Rachel Wood

• Gestural codes – are the codes of body’s movements. For instance, keeping your arms crossed sends a message of closing, while keeping them open instead sends a message of acceptance and warmth.

Different gestural codes

• Hairstyle codes – are the codes of coiffure and headdress . For instance, colouring your hair purple or green sends a mes-sage of transgression, whereas having your hair clean, bright and in good order sends an idea of cleanliness and re-liability.

Hairstyle codes

• Proxemic codes – are codes related to position of objects in space. For instance, having a lot of objects scattered on your writing desk send an idea of disorder and confusion. The same objects placed in your writing desk in good order send an idea of reliability, order, cleanliness and safety.

Proxemic codes

• Kinetic codes - are codes related to the movements of objects in space. For instance, many people running fast can send an idea of danger, the same people walking may send an idea of dynamism and ordered movement.

Kinetic codes in this Nike adv

• Furniture Codes - are the codes of furniture. A modern furniture can send an idea of rigor, minimalism, ergonomics and simplicity. Antique furniture can send an idea of authenticity, tradition, warmth and comfort.

The furniture codes of Maria Iqbal

• Architecture Codes – are the codes of building. There is a difference between an apartment and a church, or between a school and a villa with a pool. Every building wants to send a different feeling.

Archictecture codes in this Chanel adv

• Clothes codes – are used to send a lot of messages. A dress can be a symbol of elegance or transgression, of sensuality or can send the idea of a jaunty air.

Clothes codes in this Dior Cruise 2017 (photo Daniel Jackson )