Camera shots and Angles

Paco Rabanne

This Prezi is analysis of the advert 1 million by Paco Rabanne and the techniques that are used within the advert.
























Paco Rabanne on Prezi

Smoking adverts

Introduction

Within this I am going to make analysis of different smoking adverts and make comparison between them and list the different good and bad that they have.Looking at anti-smoking adverts shows the difference in the structures they use as they are realistic and as a result to see if using a realistic production is effective.

Advert 1

Anti-smoking advert

This advert shows a ill patient explaining the consequences of smoking in which is further shown visually through the state his in.

This advert does not have much activity as the character is terminally ill therefore meaning that they cannot perform much actions.Use of grey colour is used therefore making the advert appear more depressing to smokers and to make emphasis that the advert is serious.Furthermore to make this realistic and show that what the character is saying are facts a standard camera is used therefore increasing the intensity of what he mentions.

Sound

The sound is effectively used within the advert as the character's breathing is heavy therefore showing further how the character is ill.Impact of this is made more intense by the voice of the character as he is using a technical voice box in which the patient has to keep pressing which also shows how he is struggling.A voice over is used at the end of the advert as the offer for help is made therefore leaving the target audience with the option to seek for help.

Content signs

As a way to justify the reason as to why smokers should stop smoking the advert shows the consequences and effects in which this actions have in the long run as the character (patient) is shown at a hospital bed with a tube to help with breathing therefore showing the extent of illness.

Product

The NHS helpline hence why the production of the advert is realist to make an emotional connection with those who need help in regard to this situation and to also give them a shock factor of how serious smoking effects can be due to the indication of the character with throat cancer.

Target audience

The target audience within this adverts are smokers as it shows the effects in which this has and the things that will occur.The target audience is also non-smokers as they can advice smokers by showing them the advert therefore offering them the information in which they get from this.Moreover this applies to non-smokers as they may be considering to start smoking therefore meaning that the advert is a prevention from them doing this.

Camera shots

The camera shots used are close up shots as this clearly shows the character (patient) in detail to show the illness in a realistic manner.Close up shorts also further supports the things that are occurring in terms of the heavy breathing as this is shown through his movement of lips and the actions of him pressing his inserted voice box.

Advertising techniques

The main advertising technique within this advert is the use of the standard camera,non-use of effects,no use of music therefore making it more realistic.Heart strings are also used as the audience will likely feel compassion towards the character.Moreover the use of actual events that is indicated through informing the character's death shows how serious the after effects are as they can lead to death.

Plot

The plot of the advert is simple but effective as it shows a terminally ill patient through making emphasis on how smoking has had a bad effect on his life.The  image of the character became the signifier of the issue to show what the consequences are when one smokes meaning that the audience relate to what is occurring and the example that this sets.

Conclusion

Overall this advert enforces the use of making an advert realistic meaning that the audience will be drawn in and believe the facts that are stated.The adverts also ensures that the patient comes across as ill to the audience through the use of his voice and his image.However the advert is not memorable as it does not use music in which the smoking- I wanna be like you enforces.The advert does not also do a range of shots in which is done in both the government release and smoking -I wanna be like you advert.

Advert 2

Government release new hard hitting anti-smoking advert

This advert firstly shows a normal household however the house has smoke in which is disturbing as a child is further shown surrounded by the smoke.Then lastly the source of the smoke is identified to be the smoking mother in which the advert end with the solution through a voice over.

Mise-en scene

The colours used in this advert are dark colours and the lighting is not bright due to use of a dark lens within the camera.The props used include the baby's toys before he's shown along with the other family surroundings however they are all covered in smoke along with the baby therefore showing the effect of smoking on others.

Sounds

The sounds used are non-diegetic as it is the ground trembling therefore showing the impact that the smoke has on the baby which is further shown by the movement of the baby's hand as babies usually move slightly when they are touched whilst sleeping.

Voice over

Voice over is used as a way to conclude the advert through explanation of what occurs when you smoke and the solution.The voice over also gives an explanation of the product in detail and also allows the use of words that will have an effect on the audience such as harmful and invisible in which the advert aims to show and the product is based upon.

Content signs

The sound within this advert represents the tension and seriousness of smoke.It also shows the danger that it has to others.The interpretation of the sound also goes along with the message that the adverts aims to show (danger).

Product

The product is a smoke free kit which is why the advert expresses the affects that this has and how this problem can be solved in which also raises the use of the emotional connection strategy.

Target audience

Mainly parents who smoke but also other individuals as this shows the effect that smoking has on others in general.In relation to the parents this also mainly aims to mothers as a female character is shown with her baby therefore showing that despite her trying not to harm her baby through smoking outside the door the smoke stills enters and affects the baby meaning a use in the baby to show mothers how their children are affected.

Camera shots

There is a range of shots used within this advert namely close up shots of the baby's toes and hands and long range of the baby's surroundings and the mother to show the distance between them therefore emphasising that the baby is not safe.The shot are slow therefore showing the audience all the family surroundings.

Advertising techniques

The advert uses a range of techniques as it is realistic in the sense that smoking does really have an effect on children etc.Heart strings are also used as the advert's aim is to reach to smokers and make them have compassion towards those around them.Lastly informative facts are provided to emphasise what the advert would like to interpret.

Conclusion

The advert uses the strategy of heart strings effectively as it draws the audience through showing the effect that smoking has on children and other people that surrounds you.However like the anti-smoking advert this does not have any music meaning a decrease in the potential of audience remembering it.Furthermore depending on how people interpret the advert it might seem unrealistic despite aiming to be realistic due to the high amount of smoke that is shown.

Advert 3

Smoking-I wanna be like you

This advert shows children carrying out the same activities in which their parents do and lastly shows a girl with a crayon trying to copy how the mother is smoking.

Mise-en scene

Colourful colours are used and the scenes mainly contain daylight therefore creating the perfect family scene.Children are also used within the advert as a completion of the family and to later show the impact of parents smoking.The advert also uses a range of graphical effects as firstly the colours shown reflect a good mood

Sound used :

The song I wanna be like you is used as it is linked with the meaning of the advert.A voice over is also used at the end to further reiterate the effect of smoking as the voice over says: "If you smoke, your children are more likely to smoke. Smoking. Don't keep it in the family." Therefore the voice over defines what is occurring in the advert but it also makes it more memorable therefore meaning that the advert will likely have a bigger impact.

Camera shots

A range of camera shots are used including close up,long shots and over the shoulder shots at the end to show two characters within one scene.The different shots therefore shows an overview of what the characters are feeling as happiness is conveyed during the good activities that the children are copying as opposed to the more serious faces which are then shown at the end as the girl tries to imitate how the mother is smoking.

Product

NHS helpline mainly aimed at parents hence why they show the impact in which smoking has on children.The advert also aims to inform the audience of the effects that smoking has in general meaning that smokers will likely find ways to stop.

Target audience

mainly parent smokers and smokers in general as this advert also makes emphasis on the effect that smoking has on other individuals besides those who actually smoke.The advert also aims at people who don't smoke as this has an effect on the actions that they undertake in regard to this issue.

Advertising techniques

A sense of the things that occur within the daily lives of families is shown therefore making the advert more realistic.Informative facts are also used as emphasis on the effect of smoking is mentioned at the end through the voice over.Use of music is used in order to show what is occurring in the advert however in the form of sound.The advert also uses children as smoking parents will get the impact when they watch the advert in the presents of their children therefore meaning that they take the topic into consideration.

Conclusion

This advert effectively uses music and has a range of shots.However the anti-smoking advert might have a bigger impact as it is more realistic.Furthermore despite the music being an advantage it is also a disadvantage as it does not justify the seriousness of the issue at hand (smoking) in which is done with the government advert through ground trembling and done through the character's voice and breathing in the anti-smoking advert.

Different forms of advertisement

Introduction

Within this I am going to explain all the different advertising strategies used and the reasons as to why these strategies are used.

Advertisement definition:

Advertisement is the activity that is undertaken in order to promote a certain product or service therefore publicising it through the use of media for example television to the general public.Advertisements therefore provide information about the products or service and increases the sales in which the firm gets as it is an informative source.Therefore overall advertisement is used as a persuasion tool for the audience to have interest in a certain thing.

Historical advertisements

The first advert that was broad casted within the UK on ITV 1 was based on the Gibbs SR Toothpaste .The advert uses different sounds such similar to current adverts as it has background music,non-diegetic sounds and a voice over.Different shots are used namely close up and long range shots.

Television Advertisements have been used for a long time due to their importance in informing consumers about new products. Therefore television advertisements are a highly used form of advertising as this increase the company’s profits. Looking at Britain's first television commercial made by AB-Pathe, it was a 70-second ad for Gibbs SR Toothpaste in which is highly informing due to the voice over meaning that more potential customers will be made aware of the product therefore potentially purchasing it. In terms of the location used the advert uses a snowy river in which symbolises the cause of whitening that the product does having been used by the consumer. Furthermore putting aside the use of a voice over the advert also has a diegetic sound of water which is associated with cleanliness.

As a Colgate advert this is a realist advert as the things mentioned are factual meaning that people believe that the product work. In order to draw the audience in the advert uses Voice-over by a male saying "It's tingling fresh. It's fresh as ice. In which is also shown in the advert through the block of ice containing toothpaste to make emphasis on how freshening the product is.

Overall the advert is delivered in the correct manner as representation of what the product does is done through symbolism and the voice over that is used in order to explain what the product is in further detail. Therefore this is the base in which most adverts used despite them having different structures and strategies.

Advertising strategies

Children adverts

Within the advertising industry children are a high source of income therefore most animation adverts are made in aim to draw in children.The plot of the adverts mainly include happy characters with objects such as toys therefore getting the children's attention.Children adverts also consist of perfect families which reverts back to the happiness in which they try to reflect.

All adverts are divided amongst the audience in which they aim to reach for therefore within children adverts

Classification 1:  adverts promoting food products such as sugared cereals, cakes biscuits, yogurt and drinks.

Classification 2: adverts promoting products things such as toys and clothing.

Within children’s advertisements the main aim is to make them have a feeling of happiness in which results in them having an attachment with the product. Therefore the producers of the adverts have to look at the following aspect:  the characters in which are mostly good looking ,strong, happy and a definition of perfect to the human mind as the adverts not only aim to reach children but also the parents as they are the ones with the disposable income. The attitude of the characters is also expressed in a good manner which refers to the happy family meaning that the parents have a mind-set that their children will adapt to that certain behaviour if they purchase the product. The colours in children’s adverts are also important as they are the main attraction of their attention.

The way in which children’s adverts also aims for different genders is also important as aiming for girls means that the advert includes a fashion related products such as a fashionable doll and other dolls that you can feed (mainly things based around the homestead) etc. Typical boy’s adverts include military toys and racing cars etc. Therefore use of the products and how they are conveyed therefore make them more appealing to that gender. Furthermore children adverts also have a certain scenario that is set depending on what it aims to convey in terms of the product and what it can do and these include:

o   play-scenarios therefore showing the product in a positive manner

o   Emphasis on appearance of the overall advert for example beauty and prettiness.

o   Cuteness and the factor of making the advert make the target audience smile

o   Characters with smiling faces to make the audience have the same reaction

Teenagers

Another audience in which certain adverts aim for is teenagers as they highly purchase mobile phones and fashion.Furthermore in order to ensure that the advert draws in the teenagers different techniques are used such as the use of informal English.

Teenager adverts also aim to give teenagers a form of excitement and show them the reward of that certain product. Emphasis on appearance is a highly used technique within teenage advertisements as this immediately shows that they are the target audience. Furthermore teenage adverts also use idealism, perfection and happiness as these are the main things in which teenagers require along with being famous hence why some adverts use famous actors for example Emma Watson who appeals more to teenagers in the L’Oreal advert.

Charity adverts


Charity adverts are mainly aimed at people with disposable income as this means they can make donations.Therefore as charities aim to resolve issues surrounding poverty and other conflicts use of these problems occurring is used therefore making audience to compensate towards the footage that is shown.Moreover when advertising animal charities issues around this are also outlined.

Within Charity adverts they mainly use close up and extreme close up shots as the adverts aim to make emphasis on the character’s features such as their eyes and in general the state that they are in therefore showing their need of the target audience’s support in which makes the attachment and connection. Charity adverts also use realistic and mainly dark colours as they show the seriousness of the issues that are raised therefore making the distinction to show that the advert is realistic.

All adverts have different structures,plots and aims.However there are similarities that all have in common as most adverts use music in order to make the audience attached to the advert or in order to get their attention as they may be aware of the music.

Narrative adverts

Toyota GT86 advert

The advert I am going to analyse is the Toyota  advert in which which sells the Toyota GT86.The advert firstly shows a normal man driving a car however the car takes over showing he is not in control.As he drives the car his face expression shows sadness in which is later reverted as he buys Toyota in which he goes then to smile.The excitement is further built up as he starts going fast drifting showing excitement,intensity etc.Moreover he enters into a danger zone in which shows that he goes to the extreme due to the car this also shows the car makes you go the extra mile. Lastly he gets to a wall in which he breaks through showing that nothing stops you when you drive the Toyota and the car enters you into reality (this also represents the strength and power that the car has)

Narrative adverts are constructed in order to convey a products or services in the form of fictional or non fictional events within the format that it aims to express.Narrative is a highly used form of advertisement.The advert above is a narrative based advert that aims to reach audience interested in cars (Toyota).

The Toyota adverts is a perfect example of indication of a problem which is further provided with a solution as it firstly shows the character driving a car whilst giving an explanation as to how it doesn't have a connection with the driver and the sense of a good feeling when driving it as opposed to when he drives the Toyota in which gives him joy and happiness. Therefore the advert is trying to make audience identify the difference in the new Toyota that has been made in which expresses the things that the consumer requires for example comfort, style and the feeling of power within the car.

Transition in scenes

Character not feeling in control and unhappy.

Sudden miraculous scene as the Toyota is shown in all its glory as the light is illuminated onto the car.

Representation of the character in a happy mood as he drives the car meaning that he is enjoying the experience (solution).



The strategies in which the advert uses are music as a classical music piece is used therefore showing that the car is of class furthermore the advert makes an emotional connection with the audience through the use of the words said by the character in showing the difference in the car that he drives before going into the Toyota in which fulfils all his requirements. Lastly the voice of the character is relaxed and calm therefore linking with the feelings that the advert aims to convey to the audience and to show that the car has a relation to this. The colours used in the advert are dark colours as this makes the surrounding colours of things such as the cars standout and as these colours are appealing to males.

Within the narrative this gives the producer an opportunity to make the advert more appealing to the audience for example when aiming for males the start maintains a status of calmness or mid action in which is followed by the action increasing until the product is shown therefore making it more intense and making the indication of how magical the product is. This is also done to show how the product empowers the owner. Same also applies to female adverts as the intensity is built and lastly the magic occurs when the character uses the product in which empowers the character through giving them attention of the opposite sex etc.

Overall I think this advert has a good concept as it effectively builds the audience excitement therefore meaning that they feel the need to have that same feeling.Persuasion is highly used in the advert as it uses the fact that "suddenly" you will feel the difference (change).Therefore this is put across as a revolution as the car is something new and unique.However looking at some improvements that could be made these include the use of speech as this could make the story-line easier to understand for the audience.

Halifax Home Finder App

The advert I am analysing is the Halifax home finder app advert in which there is couple trying to find a house however unsuccessful as they find a home that is not a comfortable environment with a range of problem.However this is followed by the couple finding the home finder app in which leads them to a house that is suitable for their liking therefore resolving the problem and leaving them a happy couple.

In order to sum up narrative advertisement this is a form of publicising through the use of speech and song as shown within the Halifax advert trough the use of Mariah Carey's well known song I want to know what love is in which will engage the audience as this is something they are aware of.Furthermore despite the characters not actually speaking the occurrence of the advert is summarised through a voice over in which informs the audience about what Halifax is advertising.

This song (Mariah Carey-I want to know what love is)  is a crucial extension of the advert due to its popularity that it has already established meaning that people already have an attachment to the advert that therefore helps in engaging the customers and making them remember the advert.

Narrative advertisement can be both fictional and non-fictional events.Narrative also links with Torodov's theory in most cases when using narrative as shown within this advert as a couple seeks for a house then further face a crisis as the houses they find are not suitable,then the characters try to find a solution and then attempt to use the home finder app from Halifax in which revolves the issue. 

Reflecting upon this advert I think it uses a story-line as it firstly shows the couple being humiliated however being provided by a solution from Halifax in which restores their pride and happiness in which are qualities people aspire to have.Through the resolution of the situation this also gives the couple their self importance back in which the audience feel when watching the advert as the advert tries to put this across that they treat their customers well due to their importance.


Linear adverts

UK Gillette Fusion Pro Glide advert

The UK Gillette fusion Pro Glide advert firstly shows a Pro glide challenge vehicle outside a gym in which raises suspense to the audience of what the advert is about and the setting of the gym makes a foundation to the male audience as they like to keep fit and look good.The advert then shows a presenter and camera men running in which makes this documentation realistic and shows excitement that the presenter has to show this product.Representation of the product is then done in which the people in the tests state their opinions.

This is a representation of events as they happen.A linear advert therefore is a story with a beginning,middle and end which also relates to Torodov's theory in which is shown in the advert as a pro glide van is firstly shown then further an expert shown to identify the problem and then lastly providing a solution of Gillette Fusion Pro Glide.Therefore linear adverts are in a sequential order meaning that there are no things such as flashback in which show a scene shown before within the advert.


Beginning->setting the scene and showing what the product is through written communication on the van (Pro Glide challenge)






Middle->Explanation of the product and its effectiveness and good customer review (solution)

End->indication of product name and logo and promotion of networking sites




Looking at this advert it uses a lot of persuasive aspects as it firstly sets a mysterious scene followed by excitement of people running in which the representation of the product is done therefore announcing the remarkable new thing (Gillette Fusion Pro Glide).I also think that the use of the small text at the bottom is effective as this informs the audience more about the product.The advert also uses colours effectively as the colour blue is the leading colour therefore clearly showing that the target audience is men.Furthermore facts are stated "thinnest blade ever" therefore showing that the product will provide the best results and this also represents the slogan "the best a man can have" as the product is made to the out most ability of what has already been done.Lastly comparison between the new and the past product results is done therefore showing the improvements that the product has.

Standalone adverts series 

Heart to heart BT advert

This advert firstly sets the story-line in which further continues as Adam is shown speaking to Jane's son due to his concern.This conversation is done through Internet therefore showing linking with the product and when the son asks if he has been in contact with his mother he says yes in which the range of ways they communicate is shown for example phone.The advert then shows Adam and Jane speaking in which Jane rubs her tummy to indicate that she might be pregnant.

A stand alone series advertisement is a form of advert with a continuous story meaning that the story is covered through a number of adverts until the conclusion is applied.Therefore this type of advert is not covered through one advert but a number of adverts depending on how long the producer requires it to be.An example of a standalone advert series is the Adam and Jane BT advert in which shows the different parts of their communication through the use of BT as they face different fazes of their relationship.Therefore the advert aims to express the use of communication when going through different 

Overall I think this advert is well made in which is reflected by the statement that David James, BT retail marketing director, consumer, says: “This was a completely new approach for BT and a first on this scale in the UK. We have been blown away by the massive response which reflects the interest people take in the BT family story-line.”Therefore this shows that the use of a cliff-hanger was effective in the advert as people's response was a high amount of 1.6 million votes saying that Jane should be pregnant.Therefore the whole story-line raised interest meaning that people where talking about this through social media and other sources of media was stating this for example newspapers therefore meaning advertisement for the business through social media etc.


Non linear adverts

Guinness 'Evolution'

Non linear adverts are not in order therefore they can be presented through a story-line in which everything occurs backwards therefore having no representation of things that are in logical order.Non linear adverts also use flashbacks and they have no ended structure.Therefore use of non linear is done within the Guinness evolution adverts as this takes the audience through a story to inform them of their slogan "good things comes to those who wait" as the advert goes back to show that the creation process takes a longer period.

Realist adverts

Realists adverts include Colgate adverts as these adverts are factual and mostly include a story-line in which the advert starts with a problem and then further end with a solution in which is the product that is aimed to be advertised.Another example of adverts that highly use realistic techniques is adverts with hair based products as they aim to provide hair solutions such as dandruff etc.As realist adverts are realistic celebrity endorsements are highly used therefore attracting more people to the advertisement.

The above is a hair product advertisement by head and shoulders in shows the solution to flakes.The adverts is also factual as it shows what the product is made with (hydra zinc formula) and also how it helps scalp moisture.Despite the use of facts the advert also uses diegetic sound at the beginning followed by non-diegetic sound in the form of music therefore showing the excitement of the product.

Unrealist adverts

Argos Toy Exchange advert

Within this advert a family of aliens is shown entering the Argos shop with a box in which they further get toys out and explain their reason for coming with the (toy exchange).Therefore the introduction of the toy exchange which is the aim of the business is then outlined at the start meaning people are aware of this.Despite showing the aliens at the start a real family is then shown in order for the target audience to reflect on the fact that they could use this system if unable to reflect when the alien family is shown.

These are mainly animation and fantasy adverts such as the Argos advert.Unrealist adverts usually use special effects (computer generated images). Therefore unrealistic adverts show things that are not real in terms of the characters and actions done by the characters. Looking at the advantages of the use of unrealist adverts these include the opportunity to convey the character in a manner that will appeal to the audience such as perfection and happiness in which is shown in the Argos toy exchange adverts as the family shows this along with bonding. Therefore this is a key strategies used in adverts for example despite the advert mainly aiming to advertise the toy exchange system it is also aiming to convey how the brand is highly related with families therefore meaning an aim at a wider range of audience .

Animation

Twinings advert

Animation is the use of cartoons and is mainly used as a target for children but also has a range of audience as the Toyota advert shows a different perception as to how animation can be used to draw older audience.Animation is a good method of advertisement as a lot of things can be applied in order to make a good story-line.

Therefore animation can be used to show a positive insight into a certain product etc. Animation also enables the producer to convey perfection and signify the character in a manner that the target audience will have an attachment with the advert. Animation also gives the producer the opportunity to signify the product in a symbolic manner as shown in the twinning advert through how the product makes you revert back to yourself when feeling uneasy etc. Animation adverts as shown in the twinning advert also use music in which can also be in relation to what the advert aims to express and other strategies are also used for example heart strings etc.

Overall reflection

The Twinings advert is a good representation of a advert that uses symbolism as it firstly shows a girl in a boat facing the waves (obstacles).This is further made more intense and made more difficult for the characters as she loses her boat's equipment.

However the girl goes on to get saved by birds(that are constructed of water)

The birds return her to herself and she is happy and uplifted.















The last scene shows her drinking a cup of Twining therefore showing that when you are facing hardship you will find something to lift you up,bring you back to yourself and that is a cup of Twinings.