The advert opens with mid shot this instantly establishes the audience with the actors; furthermore we are able to see the setting of the advert. But even though the actors have been brought to the for ground it is clear the adverts is about a bounty product due to the packaging being centralised at all with the actors marginalized allowing the audience to directly see the product at all time. The editing directly goes to the a zoom and tilt this forces the audiences attention to the spilling of the coffee, which allows for Bounty to be introduced and clear up the mess. There is dialogue placed over the top, "that’s why I switched to bounty paper towels they absorb faster than any other leading brands" in addition to the dialogue, a match cut creates a smooth transition between a two shot to a close up. In conclusion to this technique the director forces the audience’s attention on how good the product is at cleaning up the mess, but also demonstrates how effortless and easy it is to use the product. Therefore the advert up to now has been very effective at demonstrating the products ability to the audience, the director has done this using lots of close up’s to connote the products effectiveness, but in addition to this dialogue is used to further connote how good the product is. Mise en scene plays a very important part in this advert as the product placement within the first 20 seconds has been in the centre of the back ground in every mid or medium shot, this constant recognition denotes that the advert is solely about the product not about the characters who are generally marginalized.
The director in the first 30 seconds or so has used a series of techniques to make the advert flow and feel smooth this has helped to connote meaning into the piece. In the demonstration styled advert I feel that the director uses the reception theory to his advantage, he does this by creating a sense that the product is far better than in real life, by using a series of close ups and smooth transitions the audience is forced into believe the product is amazing.
Between 20 and 40 seconds is where the main demonstration of the advert takes place after the attention grabber used at the start, therefore this demonstration is being used to connote the bounty’s quality over a competing product. A shot reverse shot is used to make the dialogue more fluent however it forces the audience into only listening to how Bounty is better than a competing product, this is a clever way of keeping the audience focused on the product additionally doesn’t take up much time for a short period of time. When the demonstration takes place we find that mise en scene is used so that the cuts are the centre of attention in every way possible. The director has done this by brining in artificial lighting on the demonstration this makes the test even clearer and in your face than it would be left with the standard lighting. Furthermore the demonstration remains in the centre of each shot connoting its importance to the advert. The demonstration is made even clearer due to the editing as the director adds text over the top of each cup to clearly denotes the difference between the products making sure there is no confusion between the two. The demonstration clearly denotes that bounty is better than the competing brand, but Nancy who’s doing the demonstration clearly does a talk over of how bounty soaks it up better than any other leading brand. As this is all talking place at the same time the audience can only see how bounty is better and are forced to think that it is the best product on the market and you cant buy better. This is further connoted via a close up which doesn’t allow for the audience to see anything else but the demonstration.
From around the 40th second Nancy demonstrates bounties strength, where a high angle medium shot shows that action of her wetting the paper, and then placing a full cup on top, whilst this happens a the director zooms in making it seem more impressive. However using the zoom also makes the audience only view what the director wants to this allows them to connote meaning and importance quickly. Editing is important in this end section with motivation and match cuts used to make the shots flow together but also to flow with the dialogue this is a good technique because the audience receive a lot of information within a small period of time but also in some what can saturate the audience by making them think how soupier the product is. To end with the Nancy finishes the advert off by saying bounties slogan, “ Bounty the quicker picker upper” this is a good thing to end with as it’s the last thing the audience will think of, but also due to the catchy punch line it will make the audience remember just that bit but it would be enough to remind them and possible help convince them to purchasing the product.
The demonstration has taught me that I am going to have to use all of the skills and techniques I learnt last year to get as much as I can in the small period of time for the advert. However I am not just going to have to use what I have learnt but I am also going to need to learn new skills to help me for fill the task of creating a advert. Additionally the demonstration advert has taught me that every technique is used to make sure that product has the maximum amount of screen time but also the transition are fluent making sure the audience is constantly being informed about the product and being convinced how the product is the best of the market and you should purchase the product over its competition. Therefore I need to look at some more adverts and maybe some different types to see if they all use the same techniques to grab the audience’s attention and to sell the product or inform the audience. Finally I found that the shot angles within this advert where similar with no real variation, varieties of shot distances was the only thing that could connote the product supierty, but I think different angles for example low angles would help show the product supiorty over the other product. I want to look at different adverts and see if shot angles are used to create meaning and how.
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