P1 & M1

 

M1 - Guardian approaches

The Guardian use few camera angles and very few cuts as they want to make sure they they keep the same message throughout the whole advert. The message was serious, which was about how people can quickly judge before getting all facts. 

 

The scene starts by showing a man running towards a lady, using a long shot it gets their whole body and the scenery around them. The long shot is used to show how the area looks, which could suggest class or wealth and can also show their positioning in the scene to show their status.

 

The scene starts with slow motion (visual effects) to give the audience chance to focus on the right thing to show that the person may look unpleasing or scary because The Guardian intentionally did this as they want you to form a judgement on the scene before anything happens. It’s even more backed up by the fact that the woman is alone, and the car moving in the background suggests it may be a drive-by robbery.  This was The Guardian’s first example to show how people can judge and it works effectively with camera angles and costume, blocking for mise-en-scene. 

 

The scene switches angle to show the man running past the woman and instead running towards a wealthy-looking man, who is suggested by the man’s costume as he wears a coat and a top hat and looks very different from everyone around there. The shot is long again however it is shot from a different direction to show more of the scene. The frame pauses as he grabs him as it suggests he is still going to steal his briefcase. This is also backed up by the performance of the wealthy man as he tries to fight against the man by holding up his briefcase to protect himself. The staging of the characters suggests that the wealthier man was not prepared to be confronted by the other man.

 

The scene then cuts again into a high angle shot of the whole pathway as it shows the entire scene as the characters moves the weatlhier man out of the way of falling bricks.  The Guardian wanted to ensure people were making assumptions and judging before they learnt the whole picture. 

 

Overall, The Guardian used slow cuts and long camera angles to set the scene so that you could see how the characters were placed throughout the whole scene, however it was made to be intentionally misleading. Throughout the entire scene there was a lack of visual effects as the technology then was not advanced, however it may have been intentional due to the message they were trying to spread. The Guardian used the special effects of bricks falling as a shock factor to tell people not to form an opinion on a situation they don’t know fully about, and, as a magazine they are trying to sell their newspaper as truthful and unopinionated.

 

M1 - Heineken - approaches

Heineken used a lot of different camera angles. The advert starts with an establishing shot of the city of Miami, Florida. 

The experiment begins by using long shots of people partying and the text fades in and out which says, “Two Nights, Same Club, Same amount of people, Same observation time, only one difference, The DJ”. The advert shows the number of drinks being sold increasingly growing. 

The music is slow, which means the atmosphere is slower and people tend to drink more. The cameras were set to a high angle to capture the movements of as many people as possible.  

Heineken used close ups, medium shots, and long shots to create pace as they want to ensure people see them as a brand that you can drink during parties. Using mise-en-scene they ensure that people know where they can drink Heineken as it is set in an energetic club. Their selection of props and location are trying to make you think of their brand in a certain way. 

M1 - Cadburys - approaches

 Cadburys uses mise-en-scene to set the time of the advert. Using colour and costume, the character is wearing a tank top, which makes you feel like it may be old. The office is boring and mundane however the comedy of the music and the man rolling around his office is very. Cadburys chose a specific colour palette to reinforce the brand as purple is the recognisable colour of their brand, and, purple is a colour that represents luxury and wealth, which could suggest that Cadbury's makes you feel both of those things.

Cadburys used a lot of close ups because it captures the emotion of the character which Cadbury wanted to show how just a piece of their chocolate can change and improve your mood. 

After the character eats a piece of chocolate, he begins lip-syncing ‘I can boogie’ and it fast cuts to different point of views of the office to show the happiness from different angles and places. The happiness is contagious as it cuts to a medium shot of another worker smiling at him, which reinforces the brand as a happy and friendly brand. With the character being 

M1 - Apple - approaches

Apple begin their audio-visual promo with an eye level shot of the delivery driver, which suggests that the character is neither inferior or superior to anyone else. This is to show that the iPhone is made for everyone and shouldn't be shown as a social status. 

Then the delivery driver steps outside and looks up and Apple used a low angle shot to show that person from a different perspective like from the bike. This is to create tension before some action, as then Apple use quick of him putting his helmet on and putting the bike legs up. However, Apple slowed down the pace again using a close up of the person and the phone. 

Apple consistently show high-angle shots of the phone to show that the owner has full control of what they want to do with it. 

Apple used orange to connote enthusiasm and success, as they want their audience to be successful.

Apple use this as they want to reinforce their brand as new and innovative as they show how average people can use their products and services, which include Apple maps and Siri. 

M1- Samsung - approaches

Samsung used visual effects like 3D renders to explore the features of their phone, such as their processors and camera sensors. Samsung used deep purple as a colour theme in this advert as it connotes wealth and luxury and the advert is set in an office, where the main character is wearing an expensive suit. This suggests that Samsung are targeting a high class audience as that is the way they have chosen to represent their phone. 

The advert jumps from a render into an eye level shot of the main character, which suggests that the character may be wealthy but she is humble and is neither inferior or superior. After this text pops up on the screen explain that she is working on a story fro her digital magazine about night culture in the city. 

They use a high angle of the phone as she uses Employee ID, which was their not-so-subtle way of showing off their wallet app as you can use ID. 

After that the scene transitions outside in the dark so Samsung can build up their nightography, which is their new camera and sensor. The location they used is dark but when the group appear and she starts filming each step they take begins to gradually lighten for each step that they take. 

The scene starts by showing a man running towards a lady, using a long shot it gets their whole body and the scenery around them. The long shot is used to show how the area looks, which could suggest class or wealth and can also show their positioning in the scene to show their status.

 

The scene starts with slow motion (visual effects) to give the audience chance to focus on the right thing to show that the person may look unpleasing or scary because The Guardian intentionally did this as they want you to form a judgement on the scene before anything happens. It’s even more backed up by the fact that the woman is alone, and the car moving in the background suggests it may be a drive-by robbery.  This was The Guardian’s first example to show how people can judge and it works effectively with camera angles and costume, blocking for mise-en-scene. 

 

The scene switches angle to show the man running past the woman and instead running towards a wealthy-looking man, who is suggested by the man’s costume as he wears a coat and a top hat and looks very different from everyone around there. The shot is long again however it is shot from a different direction to show more of the scene. The frame pauses as he grabs him as it suggests he is still going to steal his briefcase. This is also backed up by the performance of the wealthy man as he tries to fight against the man by holding up his briefcase to protect himself. The staging of the characters suggests that the wealthier man was not prepared to be confronted by the other man.

 

The scene then cuts again into a high angle shot of the whole pathway as it shows the entire scene as the characters moves the weatlhier man out of the way of falling bricks.  The Guardian wanted to ensure people were making assumptions and judging before they learnt the whole picture. 

 

Overall, The Guardian used slow cuts and long camera angles to set the scene so that you could see how the characters were placed throughout the whole scene, however it was made to be intentionally misleading. Throughout the entire scene there was a lack of visual effects as the technology then was not advanced, however it may have been intentional due to the message they were trying to spread. The Guardian used the special effects of bricks falling as a shock factor to tell people not to form an opinion on a situation they don’t know fully about, and, as a magazine they are trying to sell their newspaper as truthful and unopinionated.

 

 

Mise-en-scene

 

Visual Effects

Special Effects

Semiotics