Assignment 26.1 The theory of films

Assignment 26.1 The theory of films 

The two films that I have chosen to analyse the genre, content and narrative are The Bourne Identity and The Hunt for The Wilderpeople. The Hunt for the Wilderpeople was released in 24th in June 2016 and The Bourne Identity was released on the 6th of September 2002. The hunt for the Wilderpeople is set in current day New Zealand in the countryside and forests. Oppositely, The Bourne Identity isn't set in only one place but has various locations including, Zurich, Paris, South of France, New York, Washington and Indochina. The director of The hunt for the Wilderpeople was Taika Waititi and the producer was also him, Leanne Saunders, Carthew Neal and Matt Noonan. The director of The Bourne Identity was Doug Liman and the producers was also him, Richard N. Gladstein and Patrick Crowley. The Bourne Identity has a certificate of 12A in the UK and The Hunt For The Wilderpeople has the same certificate of a 12A. I would say that the target audience for The Bourne Identity would be people that enjoy films with a lot of action and for people between the age of 25 upwards because the film is quite difficult to understand and a younger audience wouldn't be  able to understand what happens in the film. The target audience for The Hunt for the Wilderpeople I thin would be for younger people and teenagers. This is because the main character is a teenager and this type of audience would be able to relate to the film. For these two films I am going to be analysing the genre, narrative and film content analysis.

The film, The Bourne Identity is about Jason Bourne who is a US government agent. He doesn't know who he is because he doesn't remember anything before two weeks ago. Bourne wakes up on a boat a the start of the film and sets out to find out who he is and why he isn't able to remember anything. Along the way he meets a woman called Marie who helps him out and he begins to like her. Towards the end of the film, Bourne finds out who he is and who he was working for, he manages to escape the people that were after him and then reunites with Marie right at the end.

The Hunt for the Wilderpeople is about a boy named Ricky who's mother abandoned him so he was taken to live on a farm with a couple, Bella and Hec. Near the beginning of the film, Bella dies meaning that ricky would have to back into care but refuses to so he fakes his death and runs away to the bush with his dog. Hec later finds Ricky in the bush and they both agree to go on the run from the authorities who want to take Ricky back. They end up being caught and then Ricky goes to live with a kind family he met whilst he was on the run and Ricky finds Hec in a care home and asks him to come with him, Hec agrees.

The genre of The Bourne Identity is action/mystery. I would say that the main genre of this film would be action and mystery would come under the sub genre of the film. The Bourne Identity is in the action genre because it uses the typical conventions of that genre. Some of these convention s that are included in this film are fight scenes, weapons, car chases fast camera cuts and movements and etc. The Bourne Identity comes under the sub genre of mystery. This is because when you are watching the film you don't really understand the storyline at the beginning and have to wait until further on in the film to know what is happening. Also, it is also a mysterious film because Jason Bourne is trying to solve the mystery about who he really is. The first fight scene in the film happens at at 11:19 when police officers begin talking and questioning Jason Bourne about what he is doing, he then begins to fight them and as he's the main character of the film he obviously ends up winning the fight.

Throughout the film a lot of guns are shown and Bourne is always being chased by someone with one. This creates tension and suspense foe the viewers because it will make them be constantly fearing for Bourne as he might get killed but this doesn't happen as he manages to take these people out. At 52:48 another typical conevention seen in action films of a high speed chase is shown when Jason Bourne and Marie are being chased by the police.

The story of the film is essentially Jason Bourne trying to find out who he is and who is after him wanting him dead. Along the way he meets a girl called Marie and she goes with him until he tells her to leave as it is too dangerous for her. The film The Bourne Identity relates to Levi Strauss' theory of binary opposites. In the film, the binary opposites are good vs evil which is portrayed as Jason Bourne vs the man after him Alexander Conklin. At 1:43:40 flashbacks are shown when Bourne starts to remember who he is and what he used to do for living. He doesn't really act on what he remembered but wants to still find a way to stop the people that are after him. The film has various locations such as Paris and Zurich because Bourne and Marie go to different countries whilst running from the US agents and ones that are in other countries are chasing them. Having various locations make the film more interesting because it makes it more enjoyable and diverse as it shows off other countries and shows people speaking several languages. The main character and good guy in the film is Jason Bourne who is shown on screen from the start of the movie until the end. Marie is another important character in the film but she isn't shown until 20:11 in the film but is shown until the end of the film.

The audience will probably fell more attached to the character of Jason Bourne and see the film through the way that he does. The audience will want to know about who he is as much as he himself wants to. This means that the audience will also find it hard to follow the story and and will be confused towards the start of the film but as the film gets closer to the end, they will understand who Bourne is and then at the end of the film where he reunites with Marie the audience will feel happy for him. The theme of The Bourne Identity can be seen as revenge because Jason Bourne blames Alexander Conklin and the people that are after him for why he cant remember anything before two weeks. At the end of the film when Bourne finally gets his answers, he now has a burden lifted off his shoulders and meets up with Marie again and he is now happy and they will probably start a life together. 

The language used in The Bourne Identity is mainly English but when there are scenes in other countries, people are heard speaking their languages such as police officers at the start if the film speaking French to Jason Bourne. Characters such as Alexander Conklin and other people in his office speak in a formal fashion which highlights that they are authoritative figures and implies that they should be respected. When I was watching The Bourne Identity, I couldn't understand when people were speaking in another language as there were no subtitles shown on the screen. During the police chase at 52:48 there is also some upbeat and fast music in the background and also fast camera cuts. This was included to highlight the intensity of the of the chase and the fast cuts show how fast all the cars were going. There is also another scene at 1:17:41 where fast paced music is used again but this time it is used to emphasise how desperate Alexander Conklin and his team were that they couldn't find Bourne. There is also a use of special effects at 1:47:07 when Bourne jumps off the stairs and used another mans body to cushion his landing, as Bourne is falling he is also shooting people at the same time. At the end of The Bourne Identity the camera zooms and pans out to show the sunny and happy location that the film ends at. 

The second film that I chose to analyse was The Hunt for the Wilderpeople. I would say that the genre of The Hunt for the Wilderpeople is a drama film with the sub genres of comedy and action. The film comes under the genre of adventure because the story has Ricky and Hec escaping the police by living in the bush for several months. The Hunt for the Wilderpoeple uses a typical convention of an adventure film by using flashbacks. Near the start of the film at 3:41 flashbacks are shown of Ricky's past to show the audience what type of person he is and highlights his disobediance. Another adventure convention that the film uses is exploration, this is first shown in the film at 8:40 when Ricky runs away from the house into the bush, this scene also relates back to the sub genre of comedy because when Ricky is running away, he begins to run out of breathe and doesn't get too far away from the farm. The scene after this shows Bella find Ricky in the bush the next morning and tells him that what he tried to do was funny.  

At 1:12:09, a typical convention for the sub genre of action is shown when the three hunters are on screen holding their guns. This scene was included in the film because it makes the audience know that they are the typical bad guys/enemies of the action sub genre. The use of guns makes them seem more dangerous and shows that they have a higher status than Hec and Ricky especially because there's three of them. There is also another convention of the action sub genre of a high speed chase at 1:25;07. At this scene in the film, Ricky is driving the truck with Hec as passenger and they are trying to out run the police. 

The main story of The Hunt for the Wilderpeople is about Ricky and Hec surviving in the bush after the death of Hec's wife, Bella. The main reason that they decided to run away into the bush because when Bella died, the child services authority sent a letter to Hec saying that Ricky would have to go back into care. Ricky didn't want to go back to the authorities because he said that the only friend he had there was dead. As a result of this, Ricky decided to fake his death by setting fire to a dummy of himself and running into the bush. Hec later follows Ricky into the bush and they both decide to go on the run from the police. The main character of The Hunt for The Wilderpoeple is a child from a foster hom called Ricky, he is shown in the film from start to finish. The other main character in the film is Hec, he was Bella's husband and Ricky tends to call him uncle. He is basically Ricky's accomplice and they are both on the run from authorities. The setting for The Hunt for The Wilderpeople is based in New Zealand. This setting compliments the basis of the story of the film  because it has a big forest or bush which is where the majority of the film is set. This type of setting compliments the genre of adventure because it is a very big area and gives the characters of Ricky and Hec a large playing field to escape the police. Similar to many other films, in The Hunt for the Wilderpeople the audiecne views the film thorugh the point of view of the main characters. In this film they see the film throught the point of view of Ricky a young boy who keeps switching homes and through Hec a man who's wife has just died, I would say that the message of this film is friendship. This is because at the start of the film Ricky and Hec do not meet eye to eye as Hec doesn't like Ricky because he finds him to be a pest and doesn't like it when Ricky calls him uncle. As the film progresses they learn more about each other and begin to like one another. Then at the end of the film Ricky finds Hec again and asks him to come and stay with him which Hec then agrees to. I think that The Hut for The Wilderpeople can be placed under Propp's theory of character roles. This can be seen because the hero in the film is Ricky, the helper is Hec and the Villain is Paula (the child services officer).  You could also argue that his film could also come under Levi Strauss' theory of binary opposite, it would come under the opposites of good (Ricky) vs evil (Paula). 

The language used in he film is a mixture depending on who is speaking with the film. For example the way that Ricky speaks is different to the way that Bella and Hec speak. Ricky speaks very informally and the way in which he speaks highlights how young he actually is and also shows his immaturity as he tends to swear because he thinks he's  a "gangster". Bella and Hec speak more formally than Ricky and they speak with a sort of calmness about them, the way that they speak emphasises their age and also shows their wisdom and that they have seen a lot in life. The only text that is shown on screen is when it tells the audience that there is a new chapter of the film starting. This is unique because barely any films have this and it's a way for the film to help the audience understand what is happening. 

The music used in The Hunt for the Wilderpeople is used effectively because it always relates and corresponds to what is happening in the film. For example, when Bella died, the music that played in the background was slow paced and sad. At Bella's funeral there was also a piano playing. This means that the fact she died has been emphasised and helps the audience further understand whats happening. This also happens during the police chase because the background music in that scene is fast paced. The special effects in The Hunt for the Wilderpeople as a percentage of the whole film wasn't a lot as there wasn't too many used. The film uses a lot of camera techniques to highlight the fact the whole film is based around Ricky. There are a lot of close up shots of Ricky's face to show the audience who he is and to express his facial expressions and feelings. One effect that was used during the car chase is when the car that Ricky and Hec were in flipped over. Adding this into the film creates suspense for the audience because for a slight period they don't know what happens to Ricky and Hec if they're injured or dead. Just before the car turns over, there is a close up shot of Hec's face. This camera technique was added to show that he was scared for his life as Ricky was driving and he had not to stop him. 

From the analysis that I have done on The Bourne Identity and The Hunt for The Wilderpeople, I can say that they are two good films. From the content above you can tell these two films are different from each other and have two contrary genres. Although there are some similarities and equal narratives and techniques between the two films but not enough to make them seem alike. On the film review website of Rotten Tomatoes, the audience score for The Bourne Identity was 93%, this shows that people enjoyed the film and its contents. The critic review of The Bourne Identity was lower than the audience one at 83% meaning that the critics gave their own harsh review and didn't follow what other people said about the film. The audience score for The Hunt for The Wilderpeople was 91% and the critic score was 97%. These reviews show us that both the audience an the critics enjoyed The Hunt for the Wilderpeople more. Personally, I enjoyed both films and I would recommend both of them to anyone. 

Radio Adverts Initial Research 1

The two radio advertisements that I chose to analyse were Coca-Cola’s ‘Coca-Cola Diary’ and Lexus’ ‘Lexus Switch’.

Coca-Cola Diary 

Message 

This advert has been made for the company Coca-Cola. Radio advert would be a good way for them to do this as lots of people use it such as in their cars or on mobile.The story of this radio advert is about an ice cube. The ice cube is to be chosen and be put into a glass of coke. At the end of the radio advert, the ice cube is finally picked and used.

Style 

The style of this radio advert is humorous because the story is funny and creative and makes it stand out from other adverts. This radio advert can also be put under the style of fiction because throughout the whole advert, it is telling the audience the story of the ice cubes everyday life waiting to be chosen and be put into a drink. The style could also be seen as seductive because the voice in the radio advert is trying to communicate to the audience in a friendly way.

Purpose of Advert 

The main purpose of this advert is to raise awareness of the bran Coca-Cola and try to get people to but their drinks and products. I would say that this radio advert is more about the brand rather than the actual product. This is because it doesn't mention their product during the majority of the advert because they want to raise the popularity of the brand further. Coca-Cola chooses to continue advertising their brand so that they can remain in the public eye and so that they send a message to their competitors The radio advert doesn't really use the techniques of informational, persuasive, sales and special offers or seasonal awareness.

Use of voiceover 

The tone of the voiceover changes throughout the radio advert. At the start of the advert, the voice sounds boring and plain but as the advert comes towards the end it becomes more energetic and happy. The voiceover used is single tone as their is only one person speaking. The voiceover is meant to be the ice cube speaking and then his personality seems to change when its put into a glass of Coca-Cola. This is a unique way of using a voiceover in an advert because it makes it seem as if the product is actually speaking and usually in adverts this doesn't happen and the voiceover is just in the background.

Use of music bed

Music is only used in this radio advert at the end when the ice cube is finally chosen. The music used is up beat and happy to reflect the emotions that the ice cube is feeling. It was filled with excitement because it was someone actually picked it and this means that it wont have to carry on waiting. The use of this upbeat music at the end of the radio advert has been used as a way to persuade listeners to buy their product. The music could make viewers think that if they purchase a drink, their mood will change.

Persuasive techniques

The only persuasive technique that was used in this radio advert was the Coca-Cola song at the end. This song was used to make the listeners remember the advert and also remember the brand and the products they offer. Using only one persuasive technique could be a good thing for this radio advert because it could make the advert stand out to viewers in a more simple way as they wont be bombarded with loads of techniques that could make them dislike the advert and decide to not buy the product.

Lexus Switch 

Messgage

This radio advert has been made for the car manufacturer Lexus. The content of the advert is the voice of a man that is narrating throughout the advert about the new car. Radio advert could be a useful and smart way for Lexus to get their message about their new car across to people because a lot of people would be listening to this advert in their cars. This means that Lexus would be meeting their target audience quickly and can then use this to persuade them into buying one of their new cars.

Style

I would say that the style of this radio advert would be formal. This is because the man is speaking in a formal manner to the listeners. This can also make the radio advert seem serious as the mans voice is lacking expression and enthusiasm. People may suggest that this makes the advert seem band or boring but I think that this could make the radio advert come under the style of being seductive. The men speaking in the advert speak in a gentle tone of voice and speak slowly so that they can persuade the listeners in a subtle way. Using seductive techniques could work to persuade listeners because they would find this advert better and easier to listen to than radio adverts when the voiceover is just shouting information towards them.

Purpose 

The obvious purpose of this radio advert is to tell listeners about the new Lexus vehicle and to persuade them into purchasing one. The Lexus switch radio advert is persuasive and uses different techniques to do this. Halfway through the radio advert, the man who is speaking switches to another person that says "Did you notice that I'm not the same person you heard speaking at he start of the commercial, we switched". This is an effective persuasive technique for them to use in the advert because it makes the listeners pay closer attention to the advert and they will play the advert several times again to notice the change. Also, by saying "We switched", it makes relevance to the main point of the advert which is the Lexus 'Switch' and is being used as a way to make make listeners 'switch' cars. The radio advert also uses a bit of informational techniques to persuade listeners when the man says "High performance hybrids". This could make viewers feel as if their car isn't good enough and make them want to buy the new Lexus Switch.

Use of voiceover

In the voiceover of this advert, the tone of the people speaking doesn't change but stays continuous throughout the whole advert. At the start of the advert, the voiceover isn't using direct address and talking to directly to the audience but instead is just introducing the car and is talking about the informational facts about the new vehicle. Half way through the radio advert, when the voice changes, the man speaking begins to talk directly to the listeners. This would be an effective technique to be used because it would make the audience feel more involved with the advert. During this part of the advert, the person speaking is using a conversational tone towards the listeners and this could make them feel as if they are part of a conversation and this could be useful in persuading them into buying from Lexus. The use of voiceover in this radio advert was done in a smart way because when the people switched, it wasn't obvious because they sounded very similar and this would again have been used to make listeners pay attention to see if there was actually a change and they may have to keep listening repeatedly to notice the change. Also, the audience listening to the advert multiple times would mean that the message of the advert would stick with them and they would constantly be thinking about Lexus even after the advert has finished.

Use of music bed

In this Lexus Switch radio advert music is used in the background of the whole advert. I think that music was added to the advert to make it more alive and sound appealing to potential listeners. The music used in the advert is very calm and relaxing which could tell viewers that if they purchase the new Lexus, it will make them comfortable and make their lives easier and more relaxed. The use of this gentle music could also be linked to the style of the advert and it being seductive. The music stays continuous in the advert which could suggest that if you buy the new Lexus, your expectations would be met and that nothing would be different or changed.

Persuasive techniques 

The main persuasive technique that I noticed being used in this radio advert was the repetitive use of the word "switch'. Although this was done subtly, it is still noticeable. This was used to get listeners to remember the word so that it will stick with them and every time they hear the word they will link it towards the radio advert. This was a good persuasive technique for Lexus to use in their radio advert as it makes the listeners remember what they have just heard.

Regulation guidelines 

Regulation guidelines are rules that companies that are making radio adverts will have to follow to make sure that their adverts are not affecting people in a negative way. These guidelines were set up by the Advertising Standards Authority and if a company chooses not to follow them, they could face legal punishments. The most important things that the regulation guidelines state that advertisements should not be offensive to anyone, should not include things like photosensitive epilepsy, should not be misleading and shot not harm or put children at risk. The two companies which advertisements I analysed, Coca-Cola and Lexus have made sure that they have been working within these guidelines and that their advertisements do not violate them. These companies know why they have to follow these guidelines and do so because they do not want to put themselves at risk. If one of these did not follow the regulation guidelines, they would be putting themselves at risk and could damage their high reputation. Although, they have been careful to meet and stay in these guidelines, Lexus will haver to think carefully about their radio advertisement and consider that it may seem misleading which is a violation of the regulation guidelines. In the Lexus Switch advertisement, it states that the persons voice has switched but this could be classed as being misleading because the two voices sound very alike and it is very difficult to tell if they have actually switched.

Final TV Advert

Assignment 29.3

Production portfolio

Unit 29.2 Styles, conventions and techniques of music videos

29.2 Styles, conventions and techniques of music videos

Simon Rodrigues

Task 2: Styles, conventions and techniques worksheet.

A)
Lyric interpretation - This is how the lyrics would be shown in the music video. This will make the audience interpret the lyrics in their own way and focus on the words being said.

Extending or consolidating song's meaning - If the visuals for the song add another view to the lyrics. This would make the audience think about the lyrics differently due to the video and wonder if there's a deeper meaning to the song.

Focus on the performer - This is when the video has made the artist the main focus of the audience. This would make the viewers see how the artist interprets themselves within the music video.

Lighting for mood - This would be if the video uses bright colours or dark colours. It can also be if they use cold or warm lighting. This can affect how the audience views the song and video. If bright colours are used, they would see it as a song with a positive vibe.

Allusion - When the music video and the artist are making references to other things such as parodies. This use of allusion will show the viewers the personality of the artist. It can make the viewers view the artist as being funny and comedic.

B)
A music video which shows chroma key (green screen) Kanye West - Bound 2 at 37 seconds.

https://www.youtube.com/watch?v=BBAtAM7vtgc

A music video that uses multi-image. Radiohead - All I Need

https://www.youtube.com/watch?v=DV1hQSt2hSE

Music video that cuts to the beat. Green Day - Warning

https://www.youtube.com/watch?v=eebfMFzJHNs

A music video where the artist mimes or lip syncs. Ricky Martin - Private Emotion 

https://www.youtube.com/watch?v=N-m9fn1yeEI

A music video which shows animation. Cadet - Wanna Know Why

https://www.youtube.com/watch?v=ucOQBNriF5k

A music video that makes reference to other artists. Eminem - The Real Slim Shady

https://www.youtube.com/watch?v=eJO5HU_7_1w

C)

Illustrative - This is when the lyrics are taken literally and the visuals link to the lyrics. An example of this can be Eminem - Stan. 

https://www.youtube.com/watch?v=aSLZFdqwh7E

Interpretive - When the lyrics are not connected to the visuals and suggest their may be a deeper meaning to the lyrics. Katy Perry - Firework

https://www.youtube.com/watch?v=QGJuMBdaqIw

Surrealist - When a music video breaks the boundaries of reality. The Chemical Brothers - The Salmon Dance. 

https://www.youtube.com/watch?v=dDj7DuHVV9E 

Pastiche/homage - When a media text refers to another one. Lady Gaga - Alejandro.

https://www.youtube.com/watch?v=niqrrmev4mA

As live - A video that includes footage of the artist performing. Wiley Cant Go Wrong.

https://www.youtube.com/watch?v=cGP6p18H2sU

Parody - When a music video mocks another form of media. Eminem - Just loose it. 

https://www.youtube.com/watch?v=9dcVOmEQzKA

Animation - When a video uses stop motion or digital animation. The Killers - Miss Atomic Bomb. 

https://www.youtube.com/watch?v=Qok9Ialei4c

Assignment A: Television Advert Analysis

Advertisements are usually used to try and sell a product and get the company behind the product shown. They use many different techniques from camera angles to celebrity endorsement to try and sell their products.

Nike Advert

The first TV advert that I chose to analyse was a Nike Advert from around 2009. Firstly, the advert uses celebrity endorsement through the use of professional footballers to advertise the product it is trying to sell and to draw the viewers into buying one of their items. The target audience for the advert would be young football fans and football fans in general. These type of fans would be attracted to this advert because the players featured in it might be their idols and they might aspire to be like them.

The advert has been filmed in the perspective of an upcoming footballer with a handheld point of view camera. This makes the advert stand out because not many adverts use this type of filming so this makes it unique. The professional footballers and managers featured in the advert would help it become more successful as it would be able to reach to their fan base. The pace of the advert is really fast and has bright colours which will attract a younger audience and show how footballers feel in an actual match when they are filled with adrenaline. As the advert was made by nike its obvious that there would be product placement throughout the whole advert, such as football shirts. This would make viewers remember the product as they would be constantly shown the Nike logo.

The form of the advert is realism as it is filmed in the view of the footballer and makes the viewers feel as if they are actually there and in his shoes. Nike showed their viewers that they care about their adverts being as realistic as possible by using real footballers and real football stadiums.

Celebrity endorsement was used during the whole advert through the use of the famous footballers. These footballers will attract more people to watch the advert and get it noticed by more people therefore making the Nike product more known. This advert will create a memory for viewers as it features a variety of footballing legends such as Ronaldo, Ronaldinho and Ibrahimovic. By featuring these famous footballers in the advert, it will gain a lot more recognition because of the footballers fan base. The heavy use of celebrity endorsement by Nike will help them to sell more of their products as viewers may believe that if you purchase one of their products, you will have a chance of becoming a professional and being famous. Nike also uses lifestyle appeal to try and sell their products. This is shown in the part of the advert where the footballer is seen with the women. This might make young viewers believe that if they purchase one of Nike's products, they will get the girls.

A memory of the Nike products is created as because their products like boots, shirts and their logo are constantly being shown and reminding the viewer of their company. The advert also makes the viewers feel emotion as when they see the upcoming footballer fail, they will feel sympathy towards him. The effect of creating a memory for the viewer is also continued at the very end of the advert where they place the Nike logo across the screen. This makes the logo the only thing shown on the screen so that it can grab the viewers attention so that they know which company is selling to them.

The advert features a surreal moment when the footballer realises that he is being scouted by Arsene Wenger. This is a surreal moment as he knows that there is a chance of becoming a professional. This part of the advert would also make a younger audience more attracted to the advert because its as if its telling them that if they practise hard and purchase a product from Nike, they can make it to the top.

The scenes in the advert are cut really fast and dramatic and the colours are bright including the kits which will make the audience know what a footballer feels like in an actual match as they are full of adrenaline. The fast cuts highlight the intensity in the matches and how close they are. This feeling of intensity is also shown by the use of the fast paced music.

Haribo Tangfastics pitch advert

The Second advert that I chose to analyse was a Haribo Tangfastic advert from 2016. The form of this advert would be a series ad as it has several other adverts which continue from each other and all advertise the same sweet. This advert can be viewed as being humorous as it features adults whose voices sound like those of children. In contrast, this advert could also be seen as being realistic as it involves real life events, as they are playing sports on a pitch and doesn't feature things such as animation or the sweets coming to life. The style of the advert would be humorous because of the men's childlike voices. By using this effect of humour, the advert would be able to reach out to its target audience which would be children or their parents.

The mis-en-scene in the advert shows a group of men on a pitch with a packet of the Haribo Tangfastics. The mens clothing is mostly in the colours orange, green and yellow. These are the colours that are used on the packaging of the sweets, as can be seen by the shot below they are very similar. This use of colour could have also been added to make viewers recognise the Haribo product just by these colours and create a memory for them whenever they see these colours.

As the advert begins to play, an establishing shot has been used to show the location and what is involved in the scene. This shot shows the men that are playing the sport on the pitch. This shot could have been used to show that the product can be aimed at ordinary, every day people. We can see that they are normal people as no tilts were used during the advert which highlights that they are all equal and the same. Close up shots were also used during the advert. The first close up that was used was the one near the start on one of the sweets. This shot was used to make viewers focus on the product that is being sold to them. They make the sweet take up the whole screen to show us how amazing it is. The next close up shot that we can see being used is the one on one of the man's face after eating one of the sweets. In the shot we can see that the man is happy and maybe excited. This shot will tell viewers that after eating the sweet they will feel better than they previously did. It could also tell viewers that if they have never eaten a Haribo sweet before, they are missing out. As the advert draws to a close, there is a close up shot of the Haribo packet on the ground with the logo next to it. This is placed at the end of the advert to make the viewers remember the product. The logo has also been made bigger at the end, this creates a memory for the viewers as they will be able to associate the logo with the sweets and also link it to the advert they just finished watching. 

Lifestyle appeal is used in the advert to try and sell the product. Throughout the advert all the men are always together. There is never a part where one of them is by themselves. This could make viewers believe that by purchasing their product, they will be able to make more friends. It could also say that people who do not buy their product will have no friends and be seen as an outcast. Most of the people in the advert are in good shape so this could make viewers purchase the product to try and become like them. Also at the end of the advert Haribo uses the little song that they place at the end of each of their adverts. This would create further memories to the audience as they would all recognise the song and be able to link it towards the product.

Audi A4 2016 advert

For my third advert analysis I chose an Audi advert from 2016. The setting of the advert is realistic as it is based in and out of the persons home. The advert could also be viewed as being anti realist because every time the man touches an object, it changes to something more advanced. The form of this would be a realist advert because it features a person, probably a business man, that is very comfortable money wise as he has the latest things and lives in a modern house. Whenever the advert shows scenes inside the mans house, colours like browns and oranges can be seen. These colours are typically associated with the feeling of warmth so this could suggest that his home is very comfortable and cosy therefore showing off his financial stability. The opening shot of the advert highlights the persons normality as it shows him waking up on the morning in his home. In the shot we can see that he doesn't have a partner as the only other thing there is his dog. The style of this advert would be dramatic as nothing too out of the ordinary happens during it. 

From the start of the advert until the car is first shown, the only thing showed on screen would be the man. There were no other people featured within the advertisement. The use of only one person in the advert could show how the company Audi are promoting the vehicle to anyone and that there are no preferences for the car such as families. At the end of the advert the car is seen being driven on an open road. This empty road could highlight the independence of the man and could imply to the audience that if they purchase the car they will have more freedom. Close ups are used throughout the advert whenever the man goes to touch an object, as this happens the item that he touches automatically becomes upgraded. This could have been used to suggest that if you purchase an Audi car, your life will be significantly better. Another close up is used when the man gets into the car, of the dashboard. This shot has been added into the advert to persuade the viewers to go and buy the car as it shows off the cars features of a screen and a built in GPS system. A pan movement is used when the camera moves across the front of a Mercedes car as it changes into an Audi vehicle. This type of camera movement has been used to make the viewers believe that owning an Audi is better than having the Mercedes. This same pan movement is also close up to the car. This has been used to make the viewers focus on the Audi logo. Straight after this camera movement, a long shot has been used to show the full body of the car. As the car is the main thing in frame in this shot, this use of long shot will make the audience focus on the vehicle and what it looks like, therefore creating a memory for them. Cuts are used during the advert and towards the end they start to speed up as the car is seen driving on the road. This faster pace of cuts has been used to show viewers different parts of the car quickly. This could suggest to them that if they want to find out more, they should just purchase the vehicle. A mid shot was also used in the advert when the man sits inside the car. This shot was used to show the audience the mans facial expressions. From the mans face, the viewers of the advert can see that the man is excited to have the car and seems satisfied with it. This mid shot was used rather than a close up so that they could show off the interior of the car as well as the mans face. 

The music used within the advert is very upbeat and fast paced. This could show the audience how the car is exciting and thrilling. The only time that the music stops within the advert is when the Audi is first shown on screen. This could have been done to emphasise how good the car is and sating that you should stop everything for this vehicle. The advert uses different selling techniques to try and get viewers to buy their product. Lifestyle appeal has been used to try and convince viewers that if they buy the car from Audi, they will live a lavish life like the man in the advert. The advert also tries to create a memory for the audience. This can be seen when the Audi is first shown and they zoom into the logo and at the end of the advert the logo fills up the screen. A tagline, "Intelligence is the new rock and roll" is also used before this so that this company would stick in their head. This tagline is used to make the viewers focus on the logo and in turn make them recognise where it comes from. In the advert, it is suggested that the Audi is better than other cars because in the advert is shows a Mercedes changing into an Audi. This shows how they think they are better than Mercedes because previously, every item that the man touched improved. 

Television adverts are usually always made for the same thing. To try and sell a product to its viewers. Each advert has their own way of doing this and does so by using different types of techniques to get people engaged with the advert and the product is offering.