Task 3 - Rhys Wallett
a)
"Should've gone to Specsavers" - Specsavers
"Passion for life" - Renault
"Always giving you extra" - Halifax
"Have I got PPI?" - PPI.co.uk
"Here when you need us." - Screwfix
b)
This driving safely advert has used shock tactics effectively as in it, when studying the mise en scene of the piece, we see a close up of the driver with her phone, then immediately get a medium close-up tracking shot of the car crashing and tumbling down the road, with your only forewarning as an audience being a mid shot of a stop sign before we see a truck smash the car, with key iconography being used for the stop sign to alert an audience that the purpose of it is essential for your safety.
This is effective as it does alert an audience of the atrocity of a car crash and shows how menial distractions such as texting can have a life -costing consequences. Therefore it does fit into the 3 purposes of an ad, which is to inform, persuade and sell. It proves to inform with the end shot which shows white text that reads "IF YOUR'E TEXTING, YOUR'E NOT DRIVING.", telling us as an audience that they wish to inform us about the dangers of texting and driving. For persuasion, they have used dramatic shock tactics like the sudden collision, the girls flying about and panning shots of the car hurling across the road, gripping the audience's attention as that tangles with our innate response as humans to aid fellow humans, especially youth in danger. Finally, as it trying to sell an ideal and form of discipline, this can be shown by the tomfoolery of the girls, and how karma results in the girls being punished, thus showing harrowing consequences sells the ideal to behave appropriately on the road.
c)
When applying Maslow's hierarchy of needs to this advert, there is evidence that this is appealing to two categories: Esteem needs and Self-actualization needs. The advert fits into the Esteem needs category with examples as to how in the second shot, the mise en scene shows the models walking away from the cameras laughing, with a low angle shot being used. The connotations of both the broad smiling and the low angle connote joy, confidence and just generally a success. Thus they have been represented as being aspirational to a mass audience, especially a mainstream audience, meaning that they will purchase products from Boohoo to be like said girls.
And it fits into the self-actualisation needs category as it links to a key part of the category: Achieving one's full potential. This can be shown with how long shots of the models at the pool, for example, looking beautiful and confident, can show how they have reached their full potential as women: to be beautiful and desirable, which is a very regressive represnstaion. Plus the end shot shows a long shot of the girls with it turning into a tilt shot as we get a view of an urban city at the end, which has connotations of wealth and success. Therefore, this plays with an audience's view of success, prompting them to purchase Boohoo's products.
d)
In this instalment called "Pals" for Nationwide's "Voices Nationwide" campaign, there are many stereotypes, especially regarding gender shown here. For starters, the stereotype that men must be controlling and dominant over women has been subverted as in it, they show to be fairly equal and how he says "She has stolen 6 of my T-shirts this year, and she thinks I don't know" which shows acceptance and lack of aggression towards Laurie, which is a definite advancement towards feminism as back in the 1940's for example, if a woman ever attempted to do that with her husband's clothes, she could expect to be abused, harassed and shamed. If you look at the trailer for the 1951 adaptation of A Streetcar Named Desire, we can see that Stanley Kowalski is very abusive towards Stella and the protagonist Blanche Dubois.
When comparing the Nationwide ad to the trailer for A Streetcar Named Desire, we can see a definite advancement in equal treatment and a decrease in aggression and a 'primal' outlook if you will. In addition, there is also the stereotype that women are weak and require male support, which is still enforced in the Nationwide advertisement when Laurie says "He always checks I get home safe." which could be argued both ways as while it is regressive as she is almost dependant on his care to ensure her safety, it can also be argued to be a kind gesture, which society would deem as noble as he is showing care and consideration, and would be considered by society a noble and moral action. Is it promoting sexism or good ethics?
e)
f)
In Media advertisements or film, music can be used in genres like horror to add fear to their trailer, creating a theme of shock and worry. For example, in the trailer for Annabelle, towards the end, we hear a non-diegetic sound and a jack in the box being winded up, but alongside with the horrors on screen, makes the childish sound worrisome and scary, contributing to the paralytic fear the movie hopes to achieve.
In addition, music can also be used to add a groove to the piece, such as how the song "Papapapa" has been used in the Boohoo ad makes us as an audience feel confident and empowered, which will help prompt an audience to purchase Boohoo products.
Furthermore, music can also be used to add a sombre theme, which would be common in charity ads. Typically this involves sad, a depressing piano which makes an audience feel upset and empathetic, prompting them to donate towards the cause.
Plus, if a company creates their own trademark 'song' then that can be used to promote their brand image, such as how a general mainstream audience would be familiar with the GoComapre man and song, which will trigger a memory lapse in an audience, which will persuade them to try it out.
g)
Wynne Evans - The GoCompare man
No comments:
Post a Comment