Symbolic codes are settings, colours, objects or posture that have meaning beyond their literal appearance. These symbols help communicate ideas, values, emotions, and stereotypes to an audience. They help the audience quickly understand what kind of person, product, or story is being represented.

SCOPE stands for:

Setting
The location where an image or scene takes place adds meaning. A beach may symbolise freedom or relaxation, while a crowded city may suggest pressure, stress, or ambition. 

Colour
Colour is used to create mood or emotion.
Warm colours (red, orange, yellow) can suggest energy, passion, or danger.
Cool colours (blue, green) can suggest calm, control, or sadness.

Objects & Props
Objects often symbolise ideas or lifestyle promises. For example, luxury cars may symbolise wealth and success, while technology may suggest innovation or power.

Posture & Body LanguagE
How a subject holds their body communicates attitude and emotion:
Posture: confidence, weakness, pride
Gestures: aggression, openness, relaxation
Facial Expression: emotion, power, vulnerability
Clothing: personality, status, time period, identity

Written codes are all the on-screen text in media, like titles, captions, and logos, that help audiences understand the product or story. They also reinforce the style, tone, and genre, adding meaning without relying on images alone.

TAGS stands for:

Titles
Film titles, poster titles, headlines — these quickly communicate the name and main focus of the media.

Attribution
Credits, names of creators, production companies — shows who made the work and adds authority or branding.

Graphics & Logos
Brand logos, studio symbols, or other graphic text elements that identify and support the product or media.

Subtitles & Captions
Explanatory text, taglines, or dialogue captions that give context or additional information.

Audio codes control how audiences feel and understand the story in films, videos, or ads. Music, sound effects, and dialogue work together to create emotion, clarify the narrative, and shape pacing and tension.

MAD stands for:

Music
Sets the mood and atmosphere. Music can build tension, create excitement, or convey emotion before anything is shown on screen.

Audio effects (SFX)
Sounds that make a scene feel realistic, dramatic, or emphasise particular actions or moments.

Dialogue
The speech of characters or voice-over narration that communicates information, emotion, or story.

Technical codes are the choices made using equipment, camera techniques, and editing to shape how a media text is presented.

SCALE stands for:

Shot Type
Long shot: shows subject and environment
Medium shot: shows subject from the waist up
Close up: highlights emotion or detail
Extreme close up: focuses on a specific feature

Camera Angle
High angle: makes the subject look small or vulnerable
Eye level: suggests normality or equality
Low angle: makes the subject look powerful or dominant

Angle of Lighting
Where the light comes from affects mood and emphasis.

Lighting Style
Lighting can be natural or artificial, soft or harsh, bright or dark, and is used to emphasise mood, emotion, and importance.

Editing (pace and rhythm)
Editing controls how fast or slow a scene feels. Quick cuts can create excitement or tension, while slower cuts can feel calm or emotional. Editing also links sound and visuals together.