Unit 20+24 prep: Analysing Adverts

Use of the camera -

Extreme close up (ECU) - A small section of an object or character
Close up (CU) - Face and Neck
Long shot (LS) - The whole of the body is visible
Wide shot (WS)
Medium shot (MS) - Usually from the waist up
Point of view (POV)
Low angle - Puts the character in a position of power and makes the viewer feel inferior
High angle - Makes the characters seem vulnerable and puts the viewer in a position of power
Over the shoulder (OTS)

Speed of shots -

Vary from slow motion to a high speed.
When analysing an advert, the speed that is used and why
A high speed advert may create a sense of excitement and adventure for a young audience such as the play station adverts.
There is usually a mixture of high and slow speeds.

- Voice overs

- Sound effects

Strategies that advertisers use -

KFC Zinger crunch salad video ad analysis -

There were no long shots used in this advert.
Medium shots and close ups were used often of the two women and of the salad.
Extreme close up used- to display the product and to remind the audience of what is being sold. No scenery is needed.
Alliteration is used - Spicy
This advert is full of stereo types - Stereo typical office location and jobs, stereotypical office working women.
Bland colours, boring normal situation 9-5 day situation. Salad is supposed to lighten up the day.

YSL video ad analysis -

Used a lot of dance
Close up of the girl with blonde hair and red lips towards the end of the video. This is because they want to make her seem extremely seductive.
Point of view shots through out from the individual that is addicted to her as she then says "i am your addiction" - Makes us feel like we are addicted to her
Colours - black and white with a bit of a green effect. White spot light on the girl wearing a white dress that symbolises purity.
The red lips of the girl connotes love, sex, fire, seduction
Connections to Marilyn Monroe sub-consciously (Blonde hair, red lips, white dress)
Parts of her body being demonstrated as a close up (arm pit and side boob)
Very sexualised behaviour - hot, sweaty, smoky eyes, sexual pose.
Lying on the floor with mouth open- arched back (again sexual behaviour)

Burger king mens ad analysis -

Ad is one big joke. One big over exaggeration.
Laughing and joking against stereotypes of musical theatre, Masculinity. Muscles for masculine stereotype.
Aimed at 25+ males. Have to be a certain age to understand the humour of the ad.
Bland colours - apart from the burger brightens up the ad.
Says the type of burger that it is. "DOUBLE WHOPPER"
Shows all thin men walking into burger king. Business people. Levelling burger king up alongside trump towers. '5th avenue feel'.
People from different walks of life. Different diversities, race etc.
Men burning pants - in the 60s would have been women burning bras. Also cheerleaders in the background which adds to the piss take of the whole ad.
Gone from male to extreme masculinity - beyond issues with feminism.
Fat man pulling the truck trying to catch the burger in his mouth. Burger sitting on a spade which is a manly tool.

Clinique ad analysis -

Heavily about the product - Name repeated 4 or 5 times.
Science based advert - not about a person or personality.
Putting a 20 ish year old using a product that she doesn't need to make it look like it works.
Non threatening and non aggressive.

Unit 20+24 prep