Codes and Conventions

Evian Advert- Live young

In this Evian advert their are many camera angles used in this firstly it starts with a log shot of the whole area at 0:00 in the advert then it straight away jumps to a close up of a man at 0:03 then their is another close up were the man is looking through the small side mirror on a car and sees his reflection as a baby, at 0:09. Then on a big mirror their is a long shot on the guy showing his reflection as a baby this is shown clearly at 0:17 in the advert, this advert is to show Drinking evian water will let you live young. The Iconography of this advert is the Evian name, and the the logo shown on the Evian water bottle, by having Iconography it will make people realise the brand and makes the product more well known at 1:11 in the advert it shows how all the Evian bottles are ans also at 0:14 it shows the "Evian" branding (logo) at the slogan "Live young". The editing done on this advert is very good as this advert shows its purpose, every time you see your reflection you see yourself as a young toddler also because the music goes with every beat and move which the mens and woman's do this is shown clearly in the advert at 0:49. Also the Editing is done very good as the music cuts to different shot in every beat this is shown at 0:55 to the shot at 0:56. The lighting used in this advert is very natural it is all done in day light which is better than having lighting used, you can tell this advert is done all in natural day light lighting as in the advert it shows the girls and boys dancing while seeing their reflection but also in the reflection it is shown clearly that their is ray of sunlight, this is shown at 0:58 in the video. The sound used in this advert is very high pitched throughout the video it was pure music with a lot of  upbeat music instruments, until right at the end when it says "Evian, Live young" in a low pitch and quiet sound. Their was barely any computer graphics used in this advert which makes it more interesting to watch as it was done filming the computer graphics used was done very cleverly as the only graphics used was the reflection of the men and women as toddlers which you cannot tell it was done through graphics on the computer  and right at the end of showing the Evian bottle and brand logo. The special effects are not clearly shown in this advert as i feel no special effects was used, they made this advert more natural by doing most the advert by filming it live.


 

Skittles Avert- Touch the rainbow

In this advert it first starts with a log shot, i feel in an office as their is man on the computer and long shot of a woman and man coming toward the man sitting on the computer, also all over this pace is book shelves with lots of books and paper work throughout from 0:00-0:05 it is constantly a mid shot until at 0:06 their is a mid shot of the man sitting on the computer. The woman is trying to prove the man standing with her that the other man on the computer, that if he touches anything it turns into skittles. So he then proves it by touching a stapler, and this then turns into skittles this is shown at 0:08, where it is a mid shot, most of the shots used in this advert is mid shot and some places their are uses of long shot, but disappointing thing about this advert is their is no use if close ups in this advert, i feel by having close ups in advert promotes the product even more whether it shows the product or if their is a facial expression of someone. The iconography used in this advert is the famous rainbow, as because skittles are all different colours, and flavours the logo of skittles is having the writing "Skittles" in big bold font in white with a rainbow shown on top, the iconography is shown clearly in this advert at the end of the advert at 0:43. The editing in advert is alight it could have been done better as it doesn't change from a shot to another shot very often and from the beginning till the middle of the advert is constant mid shots, their is not a variety of different camera angles and movement in this advert which doesn't interest me as a viewer of buying this product. The lighting used is artificial light, the lighting is quite dull, no extra lighting was used when filming this, you can tell that the lighting in the room that this is being filmed in not very good as at 0:18 on the back of this shot you can see that all the lighting is at the back of them and no light barely on top of them that is why the atmosphere of this advert as a whole feels very dark. The sound in this advert used is the man speaking to the lady and woman most of the time and the woman asking the man questions. you can also hear lightly people muttering in the background of the video I can hear it clearly in the video at 0:27. In this advert their was no use of music at all, all of it was spoken by the man who is sitting at the computer, it was all spoken with no music. That is why this advert is not very exciting or interesting as there is no music used. The computer graphics and special affects is the only positive effects of this advert as it has been very good and been done in a very clever thought, the bit which interests me is when the man touches everything it turns into skittles, so in the advert, at some point it shows when the man gets angry and pushes his hands down the table and their after is a mountain of skittles this is shown at 0:41.




Other conventions used for advertising
Shock and surprise- Is when you are surprised or a sudden action which takes place, also shock and surprise can sometime also mean when something scares you or is heartbreaking, for example the stroke advert shocks you as it is heartbreaking.


Annoyingness/ catchiness is something which is very annoying but also sticks into your head for example the Go compare guy, is a very annoying person but he stick to your mind because of the way he dresses and speaks.


Celebrity endorsement is when you use celebrity's to promote your advert, the use of celebrity endorsement is because that person is recognizable, famous and sometimes maybe role models to people. This Pepsi advert has Beyonce dancing in order to promote Pepsi.


Music is having music in your advert, everyone listens to music whether it is hip hop, classic etc. This advert has an lively upbeat music which makes target audience identify and entertain the advert and makes the advert as a whole interesting to watch.


Catch strong music is a slogan which may stick in to your head, when listening to music which have a strong message behind it, it always tends to stick in your head for instance the kit kat advert, the slogan "have a break, have a kit kat".

Aspiration is when you have a hope or an ambition to achieve something. Or aspire to be like someone who is a role model to you.


Humor is when something that is funny, its also something that is meant to be a joke or just to basically to make you make you laugh for example the overt advert message "ship my pants" is very hilarious and makes you laugh.


Animal factor is when an animal is included to promote an advert, or an animal is simply used to do something, for instance sponsor a dog advert is very heartbreaking as you see the innocent dogs and you just feel you should sponsor a dog.


Nostalgia something that makes you sentimental and emotional for a period of time in the past, for example when their was a war in Syria and you would see traumatic and terrifying images of adults and children which make you very emotional and is heartbreaking to you.


Intertextuality is when other parts of a soap, movie, drama are used in other media texts such as adverts, the coca cola advert promotes the Skyfall movie, by having a game down in the train station just like how the movie has.