INVESTIGATION INTO TECHNIQUES

USE IN ARIAL ADVERT

The Ariel commercial, Pure Clean, is a realist narrative. It makes use of maternal and paternal love to promote its
product. Their intentions are to persuade consumers that they are the best cleaning brand and produce the best
cleaning products. Mothers are always stereotyped as strong metaphors for homeliness, warmth, strength and
cleanliness. they are usually depicted as being very knowledgeable, practical and at the heart of the relatives
situation, advertisers know this is an important part of the target audience's self-image. The Ariel commercial makes
use of the senses to be able to persuade consumers, this process is used because with a cleaning product as the
senses, smell, are important to the viewers because in the event that they smell tidy clothes, they will require to buy
more of the product. The exploitation of weakness for this commercial is pride because it is an commercial the dwells
on how exclusive and superior the product is, and also shows an upper class idealized setting. It also exploits the
idea of maternal and paternal love because the commercial is targeted at parents but makes use of kids and their
innocence, proposing purchasing this product shows care and support for that infant. This suggests it is targeting
upper lower and lower middle class aspirer parents.
The setting of the Ariel commercial changes constantly, however the first shot is a shot of the valley. It is an idyllic
surroundings that suggests community, covertly proposing the ideal of close relatives existence. Also the housing is
idealistic and elderly fashioned and this can enhance the suggestion of the ideal of natural existence. There is
nothing artificial; it is a rural pastoral valley, which gives the viewers a feeling of being isolated because its a small
village and the feel of being close to everything is natural, it looks like somewhere where the viewers would go on an
idealized holiday because of the way it looks and how well it is introduced. The props in the Ariel commercial, are
iconographic props and screen action that suggests purity and cleanliness. For example when the lime is being
squeezed and an icicle pulled from a lamppost. Also the white sheets with their blue bright sky with white clouds gives
the viewers a sense of calmness. This again suggests it is targeting aspires and SOC 2 and above.
Relaxation is suggested by the product for example with the females is looking up at the sky, it is all quiet and her
body language shows that by her looking up and not saying anything and her body is still while they is looking up.
The facial expressions show the togetherness in the relatives and the happiness that the product can give.
The Ariel commercial makes use of high key, soft lighting, its like the light is mostly natural. This might relate to the
Ariel product itself, being quiet and natural. This natural lighting works perfectly with the setting and the tiny world
they have created in the commercial because this showers the viewers that there is no fakeness, it is all actual, soft
and natural, even the light. The tiny world they have created for this commercial is quiet and quiet, the viewer's
imagination then links on what the commercials tiny world id actually like and relates that to the product. However
with the Ariel commercial the natural lighting is mostly outside, which this gives a reassuring freshness and
naturalness and affects the viewers because they feel they can trust the natural product. The focus on the natural
suggests they are playing on current health and environment fears which will attract parents and might attract
reformers.
The Ariel pure clean commercial makes use of diegetic and nondiegetic sounds, such as the females narrator
speaking through the commercial which is non diegetic. They keeps the commercial very smooth & her quiet voice
helps with the quiet of the product that is being advertised. The diegetic sound is based around the senses for
example the squeezing of the lime or something you smell, the icicle cracking for something you touch, the girl
singing for something you listen to. These sounds are all diegetic, and gives the viewers a way of finding something
pure & clean to think about which they then link to the product as the suggestion is those things are like Ariel.
There is a use of cross fades in the ad to keep the calm smooth pace. The ad also uses slow motion to make the
advert even more calm and peaceful and this gets the viewers in the mood for a quiet, peaceful product.

The use of camera in this commercial varies. First they have an extreme long shot of the valley, and this is to show
the viewers what the setting is like throughout the commercial. It then cuts to a medium close up with the character
on the left, after which it goes into a low angle 360 rotation like a washing machine where the white cloud represents
a piece of clothing and acts as a graphic match. The tiny girl is then in shot in a close up, focused on the girl and not
the lime. This is so the viewers can see the expressions of the tiny girl.
The target audience for the Ariel commercial is mainstreamers, however throughout the commercial there aren't any
men shown, there is a boy shown but they is being adventurous and has gone to explore, giving the audience a vibe
of being the man of the house and the females and the girls must stay in the house, but mostly targeted at females,
white females. As you can see there isnt any other race in the commercial apart from white blonde proposing
pureness and the cleanliness always comes down to the colour white. In terms of convert messages this commercial
could be thought about sexist and racist.

ICELAND ADVERT
The Christmas Iceland commercial is a realist narrative. The advert is about food products and persuading
consumers to buy their food products. This commercial intends for consumers to enjoy Christmas. It makes use of
gluttony and sex appeal, as they get the females in the commercial to persuade the man to stay and they use the
products to flatter the man in to doing so.
The setting in the commercial is a Christmas theme, it consists of bright lights, and this links to the Christmas feeling.
The effect that it gives the viewers is a warm, cozy effect, which gives a positive reaction towards the commercial.
The settings is a house, the walls are beige, white, which means the colours around it can stand out more. Also it is
very spacious, so the party can be more fun and there will be more laughter because with more space, more things
can happen. The food is spread around the room, this is so that wherever you are in the room delicious food is
nearby and you will be tempted to eat it. The props in the commercial are the food products, which are perfectly laid
out, no products looks deformed, mis formed or different. For example when they eats the king prawn the other
females rearranges the food so it even looks as it did before they ate the product. The purple tablecloth is a prop to
represent the wealth of the commercial, however the commercial is promotion cheap food so there is irony in the
contrast of what is suggested as lavish in the product and the low income appeal of the product prices.
As its a Christmas commercial there is going to be excitement, and happiness. Their body language is positive; they
show that they are confident in themselves and mostly confident in the products. Also there body language shows a
small tiny bit of flirtiness being aimed at the male character for him to stay. For example when they speak about the
creamy gateaux, and does they require to share does they still require to go? The body language all of a sudden
changes to cheekiness and in a way naughty. This is meant to be happy fascinating event, so therefore the
characters are being happy and showing excitement about the products, which will connect the viewers to also being
happy and excited. For example when the products are being pointed out, for example the chicken skewers, you can
see that the female characters, of them is putting a few on his plate, with the smirk on her face and the excitement of
other people trying the product. Meanwhile the other female character is singing to the viewers with a massive smirk
on her face.
The lighting is high key, so its bright. The first shot is from outside, where it is snowing so the light there is bright and
white. The lighting inside the house is a small shadowy, to show the winter feeling with it not being bright outside. The
walls are beige white, so that the other objects and props stand out. The colour of the decorations behind whats
going on shows historically in the past green, brown, red & white colours that represent Christmas. This is to show
the theme of the event and to get the viewers into the Christmas spirit itself. The other colour that also stands out is
the tablecloth, as I mentioned at the beginning to show wealth at a party & to recommend the
food is lavish & high quality, although it's cheaply priced food, as the graphics tell us, appealing to our avarice.
Averice is used to target SOC D2 and E.

The sound uses intertextuality by using the cover version of Baby it's Cold Outside by Dean Martin as the diegetic
sound because the music is playing within the world of the party. Theyve set it in the form of an old fashioned
American musical film because of the way they have sung and the way they have presented the ad. Also they make
there own twist to the soundtrack by adding their own lyrics that are to do with the products to help advertise their
brand.
The shots are short duration using straight cuts with the characters moving from side to side around the room. It is all
straight cut apart from when all the products are being shown then the graphics fade in at the bottom of the screen
and show the prices of the products being shown and the product name. This is also shown in a Christmassy
glittering way. For example the gateaux information fades at the bottom of the screen and with the price with the
pricing being bigger then the name of the product because they want to show the viewers that it really is cheap or
value for money, appealing to low income mainstreamers, S.O.C D/E due to value. The target audience are Ds and
Es in the SOC scale, targeting people who are on low budgets and cant afford a lot. The ad uses single mums to
target them, using gender, stereotypes to appeal to their target audience as it is cheap food and making it easy for
single mums to afford making Christmas special on a budget.
Medium shots, show the body language from each main character and as they move around the camera tracks them
showing happy dance movements. This makes the viewers feel like they become apart of the party and to enjoy
themselves. The close up shots show the expressions on the characters faces that are happy, leaving the viewers
happy and excited because of the characters enchanting smiles making them feel good about Christmas and the
products. Also the close up shots of the products being advertised, gives the viewers an idea of what the products are
like and also creates the intention of buying them. The long shots show the saturated, very decorated background of
the house. The dynamic camera pans around the room show the enjoyment of Christmas with cheap refrigerated
food. The camera shots vary around what is happening so that the viewers are able to see the most important things
when needed. The use of celebrity single mums targets low income aspirers.

Both ariel and iceland use persuasive techniques and promote mainstream domestic products featuring stereotypical
females who have defined gender roles and belong to the generation y age group of woman. Both commercials
feature maslow's physiological needs, bottom tier, food. The following commercials i am going to inquire into both
feature the notion of representation of relatives values. The Iceland Baby It's Cold Outside marketing campaign is
about domestic products and persuading consumers to buy their products. This commercial intends for the target
audience (consumers) to enjoy Christmas. It makes use of gluttony and sex appeal, as they get the females in the
commercial to persuade the man to stay, they use the Iceland food products to do so.
The Ariel advert opened with a wide angle, establishing shot (WAES) that opens the story much like something out of
a fairy tale with the rural setting of green rolling hills, with a small village within the depths of the mountains which it is
surrounded by the natural scenery which the colour of the environment refers to the Ariel logo which go which the
strong complexion of green which adds to the enigma of the advert . The environment is lightened up by the the sun
and they clear skies.
We cut to a high angle shot (HAS). From the HAS shot we can see a blonde fair skinned lady who is looking up at the
sky. The non-diegetic voice over says Pure clean something we can see. From the blue eyes it hints/relates to what
she is looking at. From what we can see in the shot she is wearing blue and white colours which resembles the sky
and the clouds from what we saw in the last scene. What we can see behind the lady in the frame is a cobbled street.
You would commonly associate cobbled streets in small suburb towns found in europe. The colours of the cobbled
stone is dark, gritty and this contrasts with the ladies fair and clean skin as she looks pure clean with the glowing
complexion which radiates of her skin. The lady in the frame has blond hair and blue eyes. this look is commonly
found in Europe in countries like Switzerland, Germany and Scandinavia as from these locations people commonly
have natural blond hair and blue eyes.
When the scene changes it cuts to a point of view, canted angle shot which is used for a dramatic effect and it shows
something is disturbed we can see that she is looking up at the wether to make sure it is alright to put the washing
out, in hope that it won't rain and her washing gets wet. Again in this shot they have repeated the colours used, with
the blue, white and green which builds up the enigma which we know resembles the colours of the product (Ariel).

In the next cut there is a closer up shot of a small girl and an apple. The apple is in shallow focus and the girl is in
depth focus and this emphasis the innocence of the little girl as it details her smooth and pale complexion as she
looks harmless.
There is a big close up of the ladys face. She is looking with a smile on her face at something but we do not know
what she is looking at? The camera suddenly cuts to wa to a POV shot and this shows what she is looking at. She
was looking at the two young boys playing around. There is a covert message here as we are not sure if that is her
sons in which is leaves us to pursume our own view on what their relationship may be. The texture and colour of the
icicle that the boys picked up makes us presume it dirty.
In the next scene the camera cuts to a hallway which is mainly brown with covertly relates to the colour of mud which
we think is dirty. In this scene it is a extreme long shot of a young boy walking down the corridor. From the Mise-enscene and the little boy with his guitar it gives us a hint that they may be in a school. There is gradually a pan shot
which expose more of what we think is a school. The camera pans into a empty room with a Piano and a girl set
down on a stool looking out the window and this is a long shot. Seeing as she is in a music room without any other
teachers it suggests that she is having lessons after school. You need to usually pay for music lessons so we can
guess that this little girl comes from a middle class family. As this is a school in a rural area meaning there won't be a
lot of students there will be more funds needed to keep lessons going so you will need a bit of money to live here?
We make our own assumptions of this ladys relationship with these children and think that this is a family and that
she is playing with her kids sas they have been at school most of the day. The cultural reference from this is that this
lady is the mother and she is the heart of the family, she is the first person that we see in the advert. There s an
absence of a father figure around This could represent a single family status however Ariels foreplay a singles family
unit, with the perfect blue eyed mother & with the boys playing outside in the mud creates a stereotypical nuclear
family. Another feature of this is the mother we see her after 3 seconds & 10 seconds, making decisions, being
responsible. With the medium and close up shots of her face you can see her smiling with a glowing complexion the
NVC suggests that she is happy with the smile we can see. 10 seconds in the shot is like a mother nature shot. With
her as the mother and her being in an open rural green setting all relates to mother nature. The rural area is unique
to the european architecture with the tiling roofs. These types of rural areas are unique to Scandinavia where you
would usually find small little communities and towns in the rural mountains.
The icelands commercial expresses persuasive techniques using maternal and paternal love through the two camera
jump shots of the father taking a look at two small boys that they as the audience automatically assume are her
children. The shot before the father looking is a tiny girl resting her head onto a table which they relate and assume
that the tiny girl is the daughter of the blond haired woman.
Persuasive techniques incorporate in the the setting in the commercial is a house introduced and decorated to a
Christmas theme which is a persuasive strategy. It consists of bright lights and warm colors, and this links to the
Christmas mood. The effect that it gives the viewers is a warm, cozy effect, which gives a positive reaction towards
the commercial. The setting is a traditional house; the walls are beige, white, which means the colors around it can
stand out more. Also it is spacious, so the party can be more fun and there will be more laughter because with more
space, more things can happen in the camera shot. The food is spread around the room, this is so wherever you are
in the room scrumptious food is nearby and you will be tempted to eat it. The props in the commercial are the food
products, which are perfectly laid out; no products look messily introduced, misshaped or different. For example when
he eats the king prawn the other woman rearranges the food so it even looks as it did before he ate the product. The
purple tablecloth is a prop to represent the wealth of the commercial or how much money has gone into making it,
however the commercial is marketing cheap food so there is irony in the contrast of what is suggested as lavish in the
product and the low income appeal of the product prices.
The pure clean ariel commercial makes use of relatives as a persuasive strategy to promote its product, their
intentions are to persuade consumers that they are the best cleaning product. The ariel commercial makes use of the
senses to lure consumers in, this system is key for a cleaning commercial as the senses, And something you smell they see a lime appear when the narrator says this, specifically smell is important to viewers who in the event that

they smell neat clothes will be more likely to invest in the product, the use of the lime picture makes us imagine that
our clothes will have that distinctive aroma to them.
The lighting is high key, so its bright with a white tint which gives a christmas feel and look to the inside and exterior
of structures in the commercial which is a persuasive strategy in terms of social expectations around the holiday
period. The first shot is from outside in the garden, where it is snowing so the light there is bright and white so
connect to the Christmas spirit. The lighting inside the house is a tiny shadowy, but cozy, and has a warm feel to it.
The walls are beige white, so that the other objects props and people stand out. The color of the decorations behind
whats going on shows historically in the past green, brown, red and white colors that represent Christmas. This is to
show the theme of the event and to get the viewers into the Christmas spirit itself.
The NVC is positive which shows what a relatives role model which is a persuasive strategy that encourages viewers
into meeting the expectations of the commercial which also makes use of celebrity endorsement. They show that they
are confident in themselves and mostly confident in the products. Also their body language shows a tiny bit of
flirtatious activity aimed at the male character for him to stay. For example when they discuss creamy gateaux, and
does they need to share; does they still need to go? the body language all of a sudden changes to cheekiness and in
a way, naughty. This is meant to be happy and excited. For example when the products are being pointed out, for
example the chicken skewers, you can see that the female characters, of them is putting a few on his plate, with a
smirk on her face and the excitement of other people trying the product. Meanwhile the other female character is
singing to the viewers with a giant smirk on her face.
The advert also uses an exploitation of weakness which is pride, it focus on how exclusive the product is in a
somewhat upper class setting, maternal and paternal love are also exploited in the advert as the advert is aimed at
parents or mums more ideally who want nothing but the best for their children, and by children being used in the
advert their innocence reflects that if you buy ariel youre a mum who cares for your child.
The ariel advert uses high key and soft lighting as a strategy, creating a very natural effect, this is a reflection of ariel
product itself being natural and pure, the soft lighting subtly makes the scenery lighter then maybe it is in reality again
giving connotations of white and pureness, this works perfectly because it clouds the viewers minds that their is
nothing false or unnatural about the ad, the same applies for ariel itself. The isolated world that ariel have created in
the advert plays on our imaginations and with a natural setting its something we aspire to or an environment we
believe that we may have in our own homes, it gives a reassuring feeling to mums. The ariel advert also uses non
diegetic and diegetic sounds such as woman narrator talking throughout which is non diegetic, she keeps the advert
flowing positively in her tone of voice and calmly, which keeps the advert at a low tone and gives ariel and sense of
calm and freshness through the positivity. The diegetic sound is based around the five senses, for example the icicle
breaking something you touch , the girl singing for something you hear, these sounds are diegetic and gives the
viewer something pure and clean to imagine when they link ariel to the sounds and smells of their natural senses.
The setting in the advert constantly changes to make the use of the decorative setting as a persuasive strategy,
however the first shot we see is in a valley somewhere remote and idyllic, suggesting an idea of community, covertly
a suggestion of close family existence. The housing is old fashioned - traditional and idealistic, enhancing the
suggestion of an ideal natural existence. Nothing is artificial; its a rural valley giving an viewers a suggestion on
isolation or again close community.
The target audience for the Ariel advert is mainstreamers which is influential over strategic methods, however
throughout the advert there arent any men shown, only a little boy who is out being adventurous, giving us an idea of
this nuclear family, where boys go out to play, girls stay inside and help mum, the male man figure who is nowhere to
be seen, we assume is out working due to the setting and upper class impression the created family in the advert
convey. The only race shown is white, an ideology portrayed of blonde hair, blue eyes which intertwines with the idea
of purity expressed in the advert, in terms of covert messages the advert could potentially be considered racist and
sexist.

GUINNESS ADVERT

The Guinness advert is both realist and anti-realist narrative. In this TV advertisement for the alcoholic drink
Guinness there is the use of power of as there's three characters and three product images. Although there's friends
drinking the drink at the beginning of the advertisement, and its close shot of the three pints of Guinness arranged in
a triangular formation to show the different stages of the setting. With this at the finish, this is going to be the last
thing the viewers will see, but it also makes them bear in mind the whole notion behind the advertisement, which is
that it takes time to create lovely things. The advertisement compares the evolution of human beings development of
the Guinness and the fact that it takes time to settle and shows the setting time compared to the timescale for the
evolution necessary to create something that is lovely!
The advertisement makes use of the strategy conformity towards men as well as a casual typical night out together
with your friends, for example three men at the pub enjoying pints of guinness.There are three main characters in the
Guinness advertisement: blokes having a Friday night drink. This is typical man night out and gives a vibe of the three
men walk in to a bar joke feeling and you an instant feeling that they are, there to have a lovely time, which the
alcohol suggests. They are then rewound back in time, to when it apparently all started. They return in time and they
know this as they alter in to caveman as revealed by the mise en scene, costume, hair, and make up with lion
clothes, clubs, beards, and long hair. You can tell they are going back in time because at the finish the viewers can
see the men are now tiny creatures or mudkips and by showing this it gives a understand of whats happened. The
advertisement also makes use of humour and out fears about esteem and friendship for example when they are
caveman going backwards on all it brings excitement and humour. Its targeted a male over 18 audience of C1s and
Bs. For example its a drinks advertisement for start so therefore going to target 18 years+, because its the law. Also
its a male drink hence they are only men in the advertisement. It shows excitement has if it was an enjoyable Friday
night.
The advertisement makes use of setting in the advertisement that continuously changes throughout, as the
advertisement is showing time changing like when they alter in to gorillas its a alter through life and its what a
quantity of us except that they have come from. Also as they alter the Guinness needing time to settle and therefore
being enjoyable to drink. For example in the cavemen episode, the men were having a traditional night and then all of
a sudden the settings alter and now they are cavemen, and the setting around cavemen is dark and damp and cloudy
which makes it more fascinating and lets us understand what is happening. The target audience need to experience
this type of excitement and find it comical when seeing this type of setting, so it is persuasive.
In the commercial the persuasive strategy of humor is used through facial expressionism is used in this commercial to
generate humour and target the male audience. For example when they get changed into cavemen and go through
the ice age, when they break the ice and the character to the right looks at his friends in confusion as to what is going
on. However throughout the commercial, as time goes further back they become creatures and it is harder to see
their facial expressions. When they change into apes and their body changes accordingly, they bend their knees and
hunch their shoulders, which is amusing. However when they are humans and they are at the pub the body language
is laid back, in the sense of chilling with friends as you do on a Friday night at the pub, to encourage our need to
conform and relate to that.

The lighting in the commercial can be seen as a luring strategy/persuasive strategy to draw attention to the content
and goings on in the commercial. The Guinness commercial varies between high and low key. First when they are in
the pub, the light is meant to be coming from the actual light bulb in the pub, so therefore it is low key and there's
strong shadows not from the actual characters but from the actual objects that are on the set. For example the
background of them drinking has a shadow appearing on of the pics on the wall and its reflecting down towards the
floor. However when the picture is rewound it soon goes outside and the lighting gets darker and darker and thats
also low key, even when the show they see the modern day of the city, but because its night there's lights to make
tiny shadows appear. The lighting suggests to the target audience that this is an adventure and making it appear
actual showing pleasure-drinking Guinness.
The sound strategy in the song, in this case the rhythm of life which is a catchy widely known song fits well with the

commercial and also has a significance to the guinness. The non diegetic soundtrack they use in this commercial is
The Rhythm of Life. This is played throughout the commercial, until it actually comes to presenting the product. This
non diegetic soundtrack is relevant towards the commercial because the soundtrack is about life and a quantity of the
words are parallel to the images shown. With this soundtrack it gives the target audience 18 year elderly males some
understanding and some enjoyment of this product and the way it is represented. When the men change to cavemen
their clothes change, using cross fading, but its quick to keep the momentum of the commercial. This then helps the
target viewers concentrate of whats happening and makes it more entertaining.
There is a range of shots and angles in the commercial. The most obvious is the extreme long shot of the modern life
city early in the commercial. The reason they shot this is because they need the viewers to be able to see what life is
like now and how things have changed throughout the years. The other shots such as the first shot of when they are
in the pub there is a medium side shot of of the men about to drink the Guinness, in order to see the refreshment at
its best, in a pint glass about to be drunk. The last shots of the de- evolution when they are small creatures are shown
in the fast shots: first its a shot in medium long shot where you can see the men and then its quickly shown in profile
like at the beginning, where they were about to drink and then creature is shown like at the beginning where the man
had the sip of Guinness, taking a look at the screen, and burped. These were the important shots beginning and
ending in the same formation to recommend three men de- evolved to add humour.
The target audience for Guinness is succeeders and mainstreamers in a sense 18+ who are allowed to drink the
product. Its mainstreamers because a majority of people enjoys drinking alcohol and having a lovely time, but with it
being alcohol it isnt going to be cheap as it is a luxury item. So therefore its targeting succeeders who earn a high
income and have been brought up successfully. However Id say the product is aimed at 40+ because its an alcoholic
drink that has been around for plenty of years and is enjoyed is the older generation. It is a males drink, because
possibly on a Friday night they go to the pub and they can enjoy the Guinness like the men featured in the
commercial.

INVESTIGATION IN ALL OF HONDA

ADVERT
Maternal and Paternal love is used in the advertisement by generating an idealistic, perfect world which parents
would look at and relate it to a world they need for their kids as it is cleaner, fresh and usually safer surroundings.
This also relates to their childhood idealism or idealistic future they would have wanted for themselves. When adults
today were kids, they aspired to animated CGI films such as the Beatles music video- The Yellow Submarine, which
for its time was a revolutionary piece of computer generated images. This video features an animated version of the
Beatles travelling through a unusual happy world where nothing seems to go wrong or anything is bad. Basically a
land where, anything is possible.
The honda advertisement makes use of intertextuality by involving other films and techniques used within those to
construct a well structured plot of an advertisement. The advertisement also makes use of techniques such as,
maternal and paternal love, nostalgia, and idealism. This environmental and community focus suggests they are also
targeting reformers who are usually SOC B.
Maternal and Paternal love is used in the advertisement by generating an idealistic, perfect world which parents
would look at and relate it to a world they need for their kids as it is cleaner, fresh and usually safer surroundings.
This also relates to their childhood idealism or idealistic future they would have wanted for themselves. When adults
today were kids, they aspired to animated CGI films such as the Beatles music video- The Yellow Submarine, which
for its time was a revolutionary piece of computer generated images. This video features an animated version of the
Beatles travelling through a unusual happy world where nothing seems to go wrong or anything is bad. Basically a

land where, anything is possible.

In the Honda advertisement Hate Something Change Something lots of different techniques are used to promote the
advertisement. Throughout the advertisement a song is played with the words hate something change something.
This might be inversion as the director may be trying to insinuate that he dislikes petrol engines, but by not making it
very obvious in which why I said the director makes use of inversion. Furthermore in the work of the advertisement,
there is a hand that flicks away of the petrol engines which clearly wishes the audience to know that the petrol
engines are affecting the environment.
The commercial, like most films, features a beginning, middle and finish. Also, like in most films, there is a villain as
well as a hero. In this particular commercial, the villain is an elderly, noisy, inefficient diesel engine that begrudges the
land, interfering everything in its path. Then comes along a brand spanking new, tidy, quiet engine that agrees with
the harmonious landscape and wildlife.
The Honda Hate Something advertisement is a high budget, well made CGI animation production. This adverts
purpose is to bring consumers that have doubts about what pollution is doing to the environment, diesel and they try
and persuade them that Honda can work with the customers and listen to there in order to solve these issues. This
advertisement appeals to everyone focusing on how they can work together on trying to make the world a better
place. However there is also appeal using maternal and paternal love because parents with children will need the
best for them and their future.
The main character in the animation is an engine that is dirty, noisy and elderly, which Is replaced by a brand
spanking new, neat, shiny engine. Of work it is the Honda diesel engine. The elderly engine is shown as noisy
because the rabbits in the advertisement had earmuffs on. Then as soon as the engine changes to a spanking new,
the earmuffs are then taken off by the rabbits, but it not that, that is noticed, also when the earmuffs are taken off the
soundtrack leaves a gap of silence which is then for us to listen to the silence of the new diesel engine.
At the beginning the animals in the advertisement are happy, until the elderly, dirty engine comes along and ruins
what they were doing. When the engine flies over the chickens, the chickens cluck to show their emotion towards the
noisy diesel engine and also throw eggs in frustration. By the finish of the advertisement when the new, neat, silent
diesel comes in to it, the animals are leaping around with joy and excitement. This is shown when the yellow birds
follow the engine in lieu of flying away. They give it interest because it isnt doing any harm to anything or somebody.
There is a lot of bright lighting and it comes across as artificial as it is an animated advertisement. There is tiny
shadow in the advertisement, it only appears when the elderly engines are flying and when animals are leaping
around. Half way through the advertisement there is a sun that appears on the screen with a smiley face, this sun is
the light for this world and land. There's plenty of colours, to draw the attention of the viewers in. It is bright and
oversaturated like relatives cartoons from Disney and the ideal world they generate and so the advertisement makes
use of intertextuality and our nostalgia for those idealistic childhood times to persuade us of the worth of their product.
The use of nostalgia and intertextuality for the idealised cartoon childhood would particularly target parents C1 and
above.
The sound in the advertisement is predominantly non diegetic but diegetic in the sense that they animals can listen to
it and are dancing to it. Non diegetic because it's commentary over the advertisement. Its not speaking over but also
by singing the song, which brings in more fun and is catchy towards viewers, as they can sing along and keep in mind
the advertisement by the song. Also when the noisy engine goes by they make it sound noisy to the viewers so they
can appreciate what the animals are hearing, as they can listen to it . This makes you interact with the advertisement
by agreeing that the new engine needed to be made. Also when the new engine is made, after the flamingoes dance
the sound silently cuts off and then when the new is made there is calm whistling and then after 16 seconds the
sinFging starts again to show the new is in method, prepared to make use of and less destructive.
When the Honda logo fades onto the screen with a white background and the red writing it stands out because of the

white background and catches attention.

The use of camera is varied but mostly makes use of long shots to show the engine characters in their ideal
animation world. However they do you close ups, at the beginning of the advertisement when the flowers come in to
show the prettiness of the advertisement and where the advertisement is. They also what to make use of bright
colours at the beginning to be able to draw viewers in. There is also extreme long shot used when the engines are
flying away from the cameras and it shows the engines distance while other things are going on around it. The
animals getting angered and running away from it show that there does require to be alter. There's medium shots
when it comes to the making the new diesel engine when it first comes out to show the product by itself so the
viewers are aware of it and its lack of impact on the environment.
The target audience for the Honda advertisement is reformers who have an interest in a better surroundings, now and
in the future. The reasons are because Honda is a automobile company and the advertisement shows a new engine
that helps the environment. Reformers tend to be well educated because they have the passion for something, in this
case the environment and will challenge anything to get where they require to be.

CRESTA AD
The Cresta bear ad, 2D line drawing based animation appeals to consumers who are interested in trying new drinks.
It also appears to people who have a good sense of humour, as it is funny, relaxed advert. The adverts purpose is to
simply convince people to buy their product and to enjoy adverts purpose is to simply convince people to buy their
product and to enjoy it because it is very frothy and cool.
The main character in the advert is a polar bear, leaning against a wall, with his shades on, acting cool. There are
only black and white lines drawn in to make the actual setting and the product is the only thing this is coloured to
make it stand out. The bear drinks the product and it has an effect on him. You can see the effect happening because
it shows quite clearly what happens to him within the ad, he goes crazy. This can also show that he is having a good
time: it shows that he is enjoying the drink. When he first sips I the puts his head up and makes a noise, to show that
the drink has kicked in and to show the viewers a funny side of it. This appeals to children and its all imaginative. Also
when the polar bears stop reacting he yells timber and falls down like a tree.
The polar bear has a laid back feel as he is leaning. The facial expressions on the polar bear is a cool look, the fact
that he doesnt take his dark black sunglasses off shows that. For example after he goes crazy and he gets back up
he still has those shades on and then he leans back up he still wants to show how cool this drink is and what it does.
This gets children to want to be like him, to be that cool. They identify with the characters created and want the
product. Cresta ad there is just a vibe of coolness about it, also when he gets affected by the drink and goes crazy
the difference is that they want to show how different it is to other refreshment products.
The sound in this ad is the only voice of the character and a narrator, there is no soundtrack playing as in the Honda
advert. The bear's voice is a male rock type voice, its laid back and cool. The reason they wanted to make this sort of
vibe towards the viewers is so they can make out that it is a cool ad and lots of people enjoy it, and they want to
make it an advert to remember. For example when the bear firsts speaks he says Hi man, this is Cresta new flavor,
blackcurrant. Firstly he says hi man this is an instant coolness of the polar bear. They make out that he is a cool
dude, and those types of people would say man or dude so instantly they goes straight to being icy. Then when
they introduces the new product, his voice when they says blackcurrant is said in excitement. When they says black
it sounds as if its being stretched, so everyone is waiting to listen to what the word actually is and also getting excited.
They also use other sounds from when they goes crazy, the chicken noises, the tree falling and ghost noises all made
by the character. At the finish a non diegetic voiceover speaks the 2nd voice is used for the sales details at the finish
with a more serious tone. It brings a more professional voice of authority persuasion and intelligence towards the
product so that they can have a fun commercial, but when it comes to the product they require that to be the most
important thing. It is clear this bit is aimed at the parents who do the shopping.

The only colour in the commercial is the product because that is the main priority. For example at the beginning you
can see the polar bear holding the product and because the polar bear isnt moved yet viewers concentrate on that
red bottle they is holding to see what happens next and with that bright red and white background it gives it more
power to the product. The slogan is written on the screen as well as being in vocal, to make the viewers picture it
more and keep in mind it. Also its in black bold writing so its hard to forget.
The Cresta bear commercial, is predominantly long period shot. When they is finished it cuts to other products, and
the being advertised. Most of it is in extreme close up, for example when the ghost appears his face covers the
whole camera while making those noises, also when they timbers and is on the floor the use ECU. However on
timber as they is falling they use a long shot but then goes straight into low angle shots to make it look like its tall
and about to fall, like a tree would. On the other insanity noises there is a use of long shots and medium shots, to
show what they is doing and how they is reacting.
The audience for the Cresta bear is mainstreamers, its for everyone that enjoys soft fizzy drinks products although
the commercial is made to target babies to teenagers, everyone might enjoy it. The RP male voiceover at the finish is
obviously targeting mainstream parents who do the shopping.

The characters are on a adventure to find something treasured to them. The intertextuality of the pirate on a quest to
find treasure which would be milk in this case. Looks through his telescope at the Cravendale milk (stereotype of a
olden day pirate with a telescope). They run to the milk when they see the product they have finally found and it
jumps to a tracking shot of them running towards the milk. When the milk is gone there is a jump shot to the
characters deeming to be shocked. The camera then jumps up to the Cravendale board where out of 41 seconds
they use 5 seconds on the board which gives it status and lets you see what it is like and different than other milks in
which it says "Carbondale isn't just any milk, it's filtered to make it pure". Like in every adventure movie there is a big
red button which magicly makes something appear which would help them and in this case there is a big red button
which is lablled "emergency" Which once pressed a map appears and this links with the intertexuality of a treasure
map for a pirates adventure where they search for the treausutre which this would be the milk in there adventure.As
in every adventure they get stopped by something or some sort of a miracle falls upon them which will help them on
there adventure/journey
Mise en scene - The characters are made out of plasticine which is a toy of which may be used by a child and toys
years ago would have mainly been made out of this with plasticine you can mold it into many different shapes, the
use of toys and plasticine brings a sense of nostalgia. The characters featured are a cow, pirate & a farmers boy. are
on the search for Cravendale milk. On a journey for cheap and purified milk which lasts long and this usually relates
to young adults as they are a student present at a college or university and when they are present on a campus so
they need cheap food and drink that can last for a long period of time.
The persuasive strategies used: Cravendale advert is humour. Due to the fact that you would not see a pirate in
modern day society. As 18th century pirating has ended they have a pirate figure with the 18th century attire of a
pirate. This could be deemed quite humorous due The fact that the odd group of a cow, cyclist and pirate are
shopping for milk. The story of the cow getting milk is a use of humor as well. The cow is a search for milk. The
reason this is funny is that the cow produces it own milk, why is it going out to buy milk when it can just have its own?
Its because Cravendale are trying to say that there milk is more pure and much better than original milk that has
come from a cow. This use of inversion subverts are idea on what is going on as seeing a cow buying milk is
completely odd. Much like the Cow buying milk is deemed funny, A sheep buying milk is funny because it also
produces it own milk. But it shows that the sheep would rather have pure and clean milk rather than its own milk it is
saying that this milk is so pure and clean it by the e cut it to a screen saying Cravendale isn't just any milk, it is
filtered to make it purer.
When looking at the the different adverts, Ariels Pure Clean advert and Icelands Baby its cold outside and these

slice of life narratives present the family values in very similar ways, with different meaning that can be expressed in
different ways. With different meanings.