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Word Count: 699
Magic CodesMany advertisements use codes to convey a fairy tale to consumers usuallyresulting in a happy ending This occurs at the expense of the price and means being setaside Most advertisements rely heavily on visual props and sometimes on text to conveytheir meaning These codes are open to many interpretations This ad is no exception Ituses the visual code on many different levels and the text is there mainly for explanatorypurposes These codes all have references to the story-line of Magic two sorcerers usingspells to fight each other over imaginary regions of land The advertisement triesunsuccessfully to convey a happy ending like in a fairy tale to the consumer whilesacrificing price and means The code of spatial order is used to show the reader advancements in periods oftime These advancements can be seen as one looks at the ad from the lower-left corner ina clockwise circle The first object one would see is a skull from a Woolly Mammothwhich is symbolic of prehistoric times The next object a computer stands out because itdoes not fit the pattern of chronological order Wizards of the Coast and Microprose theadvertisers use this purposely by drawing attention to the computer and consequently thecomputer game The computer falls into another pattern This pattern goes in the sameorder clock-wise but alternates between Magic the game and something pertaining tothe background of the game The next objects are tarot cards and a spell book both ofwhich follow the patterns These objects along with the mood of the entire ad being darkmay be interpreted by the consumer to mean death or the devil This is based on culturalbeliefs and rituals Most people believe angels and good guys wear white and thereforedevils and bad guys dress in black Also people usually wear black clothing to funeralswhich is essentially a ritual for death The next item in the pattern is actual cards from thegame of Magic These cards follow chronological order because they are the
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