The advert started of with a close up of the presenter’s face this instantly makes the audience familiar with the adverts character. After looking at some different averts this is the first one I have found which is so direct to the audience, as generally they will start off using a medium to long shot to set the scene a little. Where in this advert it is bang in your face, a much more direct and in your face approach. To add to this in your face approach of advertising the first dialogue that was said, was “bet365.com”. So in this presentational styled advert the director has chosen to make it in the audiences face right from the start, this is so that there can be no mistaking of the brand or product and the audience will know who selling the product right from the start.
Furthermore the editing within the first 10 seconds or so is very quick as 8 cuts have been used this makes each shot only around 1.4.seconds. This is a very short time for an advert however it is all made fluent because the director has used match cuts from medium to close ups or close up to medium shots. The transitions of the advert make it flow and have continuity, this makes it easier for the audience to understand, as the advert seems less jumpy and more fluent. But the use of shots make the advert seem explosive due to the fact the presenters face is constantly their every few seconds. Additionally this technique forces the audience to pay attention to only the presenter and what he is selling. So far in the advert the character has remained in the centre of every shot this connotes his importance in the advert but also doesn’t allow the audience’s attention to wonder off, it means they have to pay full attention to him presenting the product. Not only is the presenter always centralized but there is very little background colour making the scene rather dull and boring. I think the director has done this for a reason as it means the audience is unable to get distracted with the backgorund and surrounding’s but they are able to focus all there attention on the presentation itself. Overall I think using the mise en scene in this way is a very effective way of creating a advert which doesn’t allow for the audience to spend much time not focusing on the presenter whom is trying to convince the audience into purchasing or using the product.
Dialogue, editing, camera and mise en scene have been very closely looked at to get the text to spin around the presenter, but also when a specific word is said its brought to the for ground. For example, he says The Next Goal and there it is at the for front of the advert this a very good way of making sure that the audience get the main points of the advert using the techniques to the directors advantage and making sure he uses them all at the same time to drum home the message of the advert. Additionally non – diegetic sounds have been added to the advert, when the text spins the sounds make it seem livelier and adds a real WOW factor to the advert. But it also helps make the advert flow with the use of editing but also with sounds creates rhythm that can be kept up using variation of transitions.
Between the 10 and 20 seconds there where 7 cuts this means the speed and rhythm has carried on, making the advert flow, and even to the end the flow of the advert carries on. The camera is still being used in the same ways to capture a variation of mid shots, medium shots and close ups, this doesn’t allow for the audience to see much of the back ground but only the spinning text, therefore they are always focused on the presenter who is the most important thing in the advert. I believe the director has done this because it forces the audience to watch and pay attention to the information being said, and as the pace is quick and exciting shots being used it will keep the audiences attention hopefully for a long enough amount of time. But the dialogue is very important as well because only facts and figures are said about the website, this doesn’t allow the audience to make up much of an opinion about the product as they are just fed constant fact and figures, this has been done to try and convince the audience the offer is good and they should be using it. To help this idea of the product and its offers, the text around the presenter is being used to show all the options and possibilities that are available with 365, this is a good technique because they are unable to speak of all the options within time range of the advert, therefore they have added text so that the audience can see some extra options which maybe stand out to them and make them want to purchase the service.
At the end of the advert the adverts ends with the bet 365.com being raised on top of a hand, this is a technique I have seen on many adverts where they either use a slogan or put the brands name at the end of the advert to it is the last thing the audience thinks about after watching the advert. The name being raised above the hand could imply that the website is within your grasp or only a click away, it is a clever way to suggest the website is very easy to access. Additionally the name is edited into looking like a ball to finally leave the audience remembering it is a betting site on football.
I think that this presentational advert works well because it used some good techniques like close ups and mid shots with a lot of match cuts to make the transitions smooth. I think using techniques like this is a good way to make the advert seem fluent but also makes the advert easier to understand, but more importantly keeps the audiences attention and focuses it on what’s being said, as this is the main thing which is selling the product to the audience. I think that this is a good example of presentational advert as it keeps the audiences attention and gives the most amounts of facts and figures available within a very small amount of time. I think that I can use some of the features to make my advert go more smoothly and put in some added editing techniques.
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