Codes and Conventions

Camera angle and shot

This advert is very structured in its camera language and shot types. At (0:11) we see a long shot, followed by the camera cutting in closer to the action where we see another long shot of the girls reaction to what she is seeing and whats being said. Then at (0:16) we see the same technique used again, as the camera cuts closer, but still in a long shot to see a more zoomed in angle of the products that are on offer. This simple camera, structure allows for the brand, to get across the key information to the target audience. They don't necessarily need many different camera angles and shot types, because other elements engage the children as the target audience and the information that's being sold engages the parents, another target audience.

Iconography

The most iconic feature about this advert is the fact that it is Christmas. At (0:03) we see the Christmas trees in the background, with presents underneath. We see snow and more Christmas trees either side of the shop which is decorated and has this homely, warm orange light inside. The very fact that it is that time of the year for the target audience creates this huge wave of excitement, which instantly grabs us and makes us watch on. The advert has allowed for 2 types of target audiences both of which are as strong as each other, one target audience we have the children which are instantly hooked on to the advert because it exercises the idea of Christmas. The other target audience, is the parents which, whilst they might not share the same levels of excitement, they are grabbed by the first Christmas advert they see and thus engaged with the deal that the shop are offering.

Editing

The Entertainers editing style for this advert is more simple then other adverts. At (0:05) we see the camera linger in a long shot, it then cuts closer, inside the book to see either a characters reaction or a product. The advert has produced a very slow editing pace, stemming from a simple two step structure with the camera. From an audience perspective whilst it does provide us with the key information that we need it perhaps doesn't quite keep us engaged and excited. After a while the adverts visuals diminish and we don't really pay attention to what we are seeing.

Lighting

The adverts lighting is very much the same throughout, as technically the advert is more simple then others. At (0:10) we cane see how the foreground of the advert is well lit producing an emphasis on the penny in the middle of the screen. The background therefore is dimmed and slightly blurred this allows the audiences attention to remain completely focused on the foreground. This simple technique allows the advert to get the audience to really focus on whats in front of them, and listen to whats being said. The lighting aids the other key elements such as the voice over to keep the audiences attention.

Sound

The main sound during this advert is the voice over, which starts at (0:01) we hear this melodramatic voice over, feeding us the information but in a fairy tale story voice. As the voice over guides us through the advert and the visuals, it again works on appealing to both target audiences. It appeals to the children because it adds to the Christmas fairy tale theme, whilst also appealing to the adult because they see the melodramatic side, but also are brought the information in a more simple way.

Music

The music again is another main component to adding to this Christmas theme, at (0:02) we hear the start of the music which runs throughout, it is this fairy tale, Christmas instrumental that allows for some sound effect to play over the top. The music stays at a constant level as the big penny flys into the middle of the screen, we further hear this 'magical' sound effect which is constantly adding to the theme. This music really appeals to the target audience, in terms of the children, because its a chance for them to escape from reality and indulge in the idea of christmas.

Computer graphics

In terms of computer graphics, the whole advert is animation, no part of this advert is shot using real life footage. This in itself appeals massively to the audience, because thats what they can identify most with. They mostly only watch cartoons, and to see an advert that also seems like a short cartoon for them will only engage them, and further to see that in this cartoon its Christmas will get the audience really excited.

Camera angle and shot

The advert camera language is constantly changing, they are constantly cutting between long shots and close ups of thew skills and players throughout the advert. But at (0:33) we see a long shot of one player turning into Ibrahimovic and controlling the ball, however, when it is passed over to the other player who turns into Higuain it is also a long shot. Whilst the advert is generally very fast, by using consecutive long shots it adds a real emphasis on the players that they have used. For the audience seeing the professionals in a long shot first, creates this awe around them. For Nike, the target audience also associate the brand with these great players which heightens the brand more so then their competitors.

Iconography

The more iconic part to this Nike advert is the footballers that they use. the advert takes a group of normal teenagers and turns them into whatever footballer they choose to be. At (0:18) we see the captains of the two teams turn into footballers first, one turning in to Cristiano Ronaldo and the other turning into Neymar, the other players on the team then further turn in to other footballers. But Nike have placed Ronaldo and Neymar first because they are the more iconic and more famous footballers. The main target audience for this advert would be younger teenagers, and to use the target audience in the advert and turn them into these great professionals creates this excitement, and awe surrounding the advert. It allows the audience to believe that they can go become and play like their role models, and if the most iconic players are wearing Nike boots then the audience will want to go buy them too. 

Editing

The editing pace for this advert is generally very fast, it constantly cuts to various long shots and close ups trying to really mix it up and keep the energy of the advert high. At (1:22) we see Neymar dribble through some defenders. The camera constantly cuts between close ups of his feet and long shots to when he is skipping through the other players. By creating this fast editing rhythm it allows the audience to really get excited and feel like they could do it and try it. But the advert also has these moments where the editing pace is really slowed down, at (1:51) we see Neymar flick the ball over a defenders head. This slow editing pace almost uses a slow motion effect as after the one slow shot the advert then speeds back up again. For the audience to have this moment of, 'slow motion' creates the awe that the audience are in at that point. Nike have used this fast pace to get the audience excited but then chooses to slow it down at specific points to make the audience feel a strong overwhelming emotion.

Lighting

The adverts lighting changes drastically from being a typical day to playing during the night on the biggest stage. At (0:05) we see what seems like a normal weekend day, but then as the game continues we see at (1:07) the whole lighting and setting changes. Now the advert has placed the game during night time, where it creates this certain atmosphere, seemingly feeling like its the biggest game in the world. By starting the advert in a very familiar, normal setting for the audience it allows them to easily identify with the advert, but then as the lighting changes, it then immerses the audience into the advert making them feel apart of the game.    

Sound

Through the advert there is constant sound, from the crowd during the game to the dialogue that is said. At (0:17) we hear some dialogue between the two captains, where one says that he is Ronaldo and the other says that he is Neymar, they further turn into the players after they have said their names. For the audience the transition from the average person to a superstar is very fast, and creates this excitement because it means to them that the skill and level of football will massively improve.

Music

The music for this advert is a song that starts at (0:10) and runs the whole way through the advert, the song is more fast paced keeping with the whole pace of the advert. The main job of the song in this advert is to aid the visuals, and really create the atmosphere surrounding the advert. By using this song it again adds to the audience being able to escape into the advert and really feel apart of it.

Special Effects sfx

Whilst the main effect in this advert is the transformation into a professional footballer, there is an added special effects at (2:33) where we see the keeper turn into the Hulk as he is getting pushed about by the other players. This special effect is created to added a moment of humor to the advert, as he says the name of a Marvel character instead, the humor is then extended when another player tells him he cant be the hulk. The couple of seconds of humor detracts away from the whole advert, but by having this stoppage, it does re-gain the audiences attention for the rest of the advert. 

style

Style:

Humorous

This Maoam advert carries a more explicit humor, it instantly grabs the audience with a combination of music and action and contains a more slapstick comedy. Whilst the advert has a slow introduction at (0:10) the music becomes very sudden and loud, the character then begins to dance very suddenly and very wildly, creating this instant humor for the advert. The audience can perceive this advert in different ways, for the primary target audience which is more teenagers, we do find the advert humorous thus making the advert successful as it does impose an effect. However, for other viewers which perhaps are older it doesn't carry the same connotation. The advert perhaps comes across as more frivolous which would negatively effect the viewer. At (0:15) we see the character dancing in a long shot with empty chairs behind him. This perhaps connotes less to the target audience about being alone and more about expressing yourself in any way they want to, which perhaps is a key success for this advert.

Surreal

This Oasis advert is an example of a surreal advert, which is similar to the humorous advert in the sense that it is very comedy based. This advert is perhaps more like a comedy skit then an advert in the sense that it does have a whole story line to it. At (0:21) is where we first see the big rubber duck, 'rubberduckzilla' staring through the window at the man, with the girls relieved to see him. Perhaps the defining point in this advert is when the girls are happy to see him, because this ultimately manipulates the audiences judgment to side with 'rubberduckzilla' and want to see the destruction of reality. Throughout the advert the rubber duck is a version of Godzilla, whilst this advert never carries enough substance for it to be considered serious at (0:36) is where destruction stops and the happy outcome is employed. This is where we see the girls lying on rubberduckzilla happy that they have been saved. This advert though perhaps is not most memorable for the rubber duck but rather for the singing of the slogan, 'Oasis for people who don't like water' this perhaps was the crux of success for this advert as its the first thing the audience remember. The slogan rather acts as a trigger, as once it is remembered that's when the audience think about the rubber duck and the advert as a whole.

Dramatic

The dramatic advert is completely different to many other adverts, this Lindt Lindor advert comes across as a more professional piece solely focusing on the product. At (0:08) the visuals denote a constant moving camera, with the chocolate constantly in frame, as its whirled around, with dissolves and cross fades for transitions. Perhaps whats more important is the voice over, which is a women speaking very softly about the 'master chocolatiers.' This advert is all about the chocolate and creating a smooth almost sensual tone to it. They want the audience to almost feel the smooth taste of the chocolate just by looking at it, which is the main selling point of this advert. At (0:16) we see a side by side shot of a women that's eating the chocolate and one of the truffles being made/poured. This encapsulates the whole advert as it manipulates the audiences emotions and thoughts, making them not only want this feeling but also making them actually go and buy the chocolate thus feeling like they can have the same experience too.    

Parodic

A parodic advert is something that mimics an original piece of content but is manipulated some way to create humour. Through this advert we see the characters explain newtons third law, physics. This field within science is the whole base for The Big Bang Theory which is mimicked in this advert. At (0:04) we see one of the characters explain Newtons third law as both have taken a sweet from each others bowl. For the audience this advert carries a more satirical tone which is a humour that also runs throughout the big bang theory. Whilst most parody typically mimic in a more overly dramatic way, this advert breaks the mould in the sense that its more subtle.