Analysis R8

The R8 adverts begin with a pan of the work shop which allows for the audience to understand the conditions that the car is produced in. A long shot has been used to capture the spotless and perfect conditions the car is made in, additionally with all the walls and flooring white which further connotes that the car is produced with only perfection in mind. Furthermore unlike most car manufactures there is only 1 car in the workshop instead of it being mass produced by robots, this connotes the cars purity and supreme class as it is the only one made with extreme car and concentration. This sense of perfection is carried on by only 2 skilled specialists working on the car, implying that the car is made by the very best people to be the best product that it possibly can be. The car makes it first entry using a motion blur, this creates a cinematic like atmosphere to the advert as the car floats onto the lift this is not a normal technique used in adverts as they are generally a lot more to the point where this advert is creating an atmosphere instead. Additionally the motion blur makes the advert feel more grand and unique as it’s the only one but the car is flowing and much more unique than many other car based averts.

The non diegetic sounds is of a grand piano creates a very cinematic atmosphere which is something that is not generally found in adverts this is a good feature as it is uses different techniques and makes the car and advert very professional. The pace of editing keeps in time with the music, this means that the editing is rather slow and peaceful, it keeps up with the music very well to create a sense of grandeur about the workshop and how they make the car, you could say the music and editing go together to create a sense of perfection and class. This could imply that the R8 is made differently to every other car and you will be getting perfection from how the product is made and finished.

The director carries on using the motion blur with the technicians this helps him to manipulate the time by speeding up the process of how they would have made the car. The colours of the overalls allow for the cinematic atmosphere to flow through and it adds to the colours In the advert, the use of the colours make create for very grand and rich visual experience for the audience. A close up of the engine bay allows for the audience too see how spot less and in place the engine is, this creates for the sense of perfection to carry on as there is nothing out of place where we would most likely expect to see things unorganised. Additionally where the close up of the engine bay the Audi emblem is the only part of the engine bay which is not in soft focus this draws the audience attention to the badge, the director has done this for a reason as they want to state who produces the car and they are very proud of the fact Audi make s the car.

The car remains centred throughout its time in the advert this connotes its importance compared to everything else in the advert, but also the fact that it is the only thing in the whole workshop is a great way to further connote the cars importance in the advert.  The camera the tracks along the bottom of the car where we find that yet again it is spotless this helps connotes how Audi is striving for perfection, in addition to this track sequence opens with a medium long shot of the car being raised on the lift we see how smoothly the car is raised it almost looks effortless these are techniques that makes the environment for the car seem to be the best that it could possibly be therefore the car is being made to the best that it can possibly be. The advert is thriving on how hi tech the car is and how they are using technology to make the car as perfect as possibly. A technology that the audience may not expect when they see when a car is produced is laser, this is an extremely expensive but precise way of measuring al the components and making sure that they are perfectly correct in everyway before the rest of the building process carries on.

To help go with what the audience is able to see on screen the music lyrics are directly related to what’s on screen this denotes the message of perfection that you will receive buying this Audi. “wait wait…” is played as the chorus of the song this links to Audi taking a long period of time to make their cars s they are wanting each component and section to be perfect. The advert then comes to a close with a 5 second pan of the finished product, but this is the first time the audience is able to see exactly what the car looks like, we have seen the process of how it is made and to what level and skill each component is fitted to the car. Therefore the pan captures the cars beauty but also technical appeal as it has been very skilfully made and every component has been very thought about to make sure it can be the very best it can be. At the end the screen comes to a white background, with a large R8 and – slowest car we’ve ever built, this implies that they have spent a awful lot of time making sure that the car is to the best that it possibly can be and there is no way of improving it anymore than what they have done.

This advert has carried on a convention that I have found in most of the adverts that I have analysed this is that the brand of the product or the products name is not made 100% obvious during the advert but as the advert closes there is a blank screen with the logo or slogan so that the audience is reminded about the product and brand. Additionally I found that this advert was very peaceful and slower pace unlike some of the other adverts that I have analysed however it works just as well is providing its product or message this is because it uses a very different way of capturing the content with a more cinematic feel this makes the advert more grand and elegant comparing to some adverts on TV today. Additionally the sound track used helps connote the atmosphere and has been very cleverly chosen so that it is parallel to the visuals on screen.