Narrative

Narrative adverts is generally where a story is played during the advert to either sell a product to the consumers or create a meaning surrounding the product. In this advert we see that Bravia uses many different brightly coloured bouncy balls to convey the impressive visuals the tv offers, and then brief of the product at the very end of the advert. I found that this was a good example of a Narrative Advert. 

The advert started off by setting the scene, which in this case is San Francisco’s hill, the director has done this by using an extreme long shot so that the audience immediately knows where the advert is set. To further set the scene the director uses 3 long shots of different features of the city, this has been done to start the editing rhythm and keep it in time with the non diegetic playlist. A long shot whilst tracking down the hill, gives the audience a first glimpse of the bouncing balls, then after a few shots, the director captures the bouncing balls rushing down the hill. This is the first chance of the audience seeing the bouncy balls, where they are able to see the thousands of balls rushing down the hill. Furthermore the bouncy balls have been used to symbolize the 250,000 colours that are used to make up Sonys new LCD 3D television. But during the shot we are able to see that the balls have centralized at all time this implies that the balls are going to be the most important object within the advert. A series of match cuts have been used to make the shots flow together but this also adds the masses of balls which are rushing down the hills, by using these transactions the balls seem everlasting. The director has been clever to do this as it allows the audience to see more of the balls in its better details and colours additionally it makes the advert flow more smoothly from shot to shot. This also attracts the audience’s attention with each shot making the colours even more bright and vibrant. A close up is used to capture the balls this is where we can see in amazing detail what colours are flowing down the hill, the director is adding to this affect by adding slow motion to the shot, this gives the audience more time of looking at the bouncy balls. This affect has been very well executed in the advert, and it allows the audience to appreciate the tv but also admire the concept of the advert and how hard it would be to capture the balls rushing down the hills of San Francisco. 

 

The non diegetic sounds used in the advert have been produced by Jose Gonzalez, the soundtrack is very clever as it creates a happy and relaxed atmosphere for advert. This happiness carries on through the rest of the advert but it is mainly done using variety of shots that have bright and vibrant colours instead of dull and boring colours. However the words that sung have been chosen to create curiosity, this curiosity runs through the advert and makes the audience think about what else the TV can do, it also is a good way of allowing the audiences imagination run wild about the product. The audience will then look at the product and think it is amazing, as they have been lead to think that way through the advert. Furthermore this sense of curiosity is carried on by the use of camera, where the director has captured 4 different styles of stop signs within 2 shots and a very short time period, as a pan is used to help capture the stops, and make it seem more obvious. To make the stop signs stand out even more than having 4 separate signs, the director added a soft focus to the first sign, this grabs the audiences attentions as it stands out against the rest of the screen. The director has done this for a reason as, he wants the audience to STOP, take a second and think about the possibilities of the TV, this was a clever way for the director to make the audience think about the product even though the advert so far has had nothing to suggest its about a tv. This is further connoted by Sony’s slogan, “Colour like no other” this makes the audience think about the future and how the TV is at the best of it class. Therefore so for it thin the advert could potentially be about making the audience think about the product and all the good features that it offer, with the many thousands of colours of bouncy balls, stop signs and to finish the slogan.

 

           

           

To the end of the advert the shots are no long capturing the bouncy balls rushing down San Francisco’s hill, but have changes into a black screen. Then really makes the balls stand out and you can see the amazing brightness and vibrancy from the balls when they are put against the dull background. Furthermore it is only at the end where we can see the actual product this gives the audience only a few seconds to make up there mind and actually see the product they could be purchasing. It is a clever and well structured advert in the sense of it makes the product have a real wow factor and a lot of people will want to buy it but they are only able to see the product for a short amount of time at the very end of the advert.

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Conclusion