This idea can be seen within the chosen advert as the encoder uses the narrative of the protagonist, identified as Grandpa, to communicate the intended message that in order to address issues such as health and obesity, consumers should consider a healthier diet and a more active lifestyle.
The advert uses a selection of visual and technical codes within the narrative to communicate the intended message. The narrative portrays the average working day of both a young 1950s Grandpa and that of a modern day Grandson. Both routines are presented side by side through the use of a split screen. Although the men essentially share the same routine, the split screen highlights a series of juxtapositions that creates an antithesis between the lifestyle and challenges of the two generations. This series of differences supports the main theme of the advert as it creates the narrative that the Grandpa is happier in life as a result living a healthier and more active lifestyle in comparison to his grandson who is portrayed as someone who is has an unhealthy routine as a result of the more demanding lifestyle of modern times.
To encourage the decoder to establish the narrative, the encoder has used a different visual colour filter for each side of the split screen, created to highlight the antithesis between the two. For instance, Grandpa's side has been given a sepia toned colour filter that brightens the screen and presents connotations of warmth and comfort. In contrast, Grandson's side is presented with a greyed filter which dulls the screen and, according to the award-winning designer and brand consultant Jennifer Bourn, "has associations with loss or depression" and "affects the mind and body by causing unsettling feelings" (Bourn, 2013). These associations in which Bourn refers to all possess negative connotation and it could be agreed that these different filters have been used to create an attraction to Grandpa's healthy routine whilst drawing attention to the negative aspects of the grandson's challenging day, thus making the former more eye-catching and desirable.
