Advert Analysis - Hovis last 122 years
Setting Props & Props
The advert includes a product placement through the duration of the advert by the boy within the advert carrying the product. The setting takes place outdoor in Britain, London. During the time line of the 19th centre up to the 20th centre. The setting includes certain events including : The Titanic 1912 / Women's voting - Suffrage - 1872 - 1928 / WW1 -1914 - 1918 / WW2 - 1940 - 1945 / The Blitz - 1940 - 1941 / Coronation / 60's - World Cup / 70's / 80's Miner Strike / New Year Merle yam.
Titanic
They use this poster as an element to predict which the time is set, reflecting off the age of the event. This displays the event of the Titanic, which has the time set of 1912.
Women's Voting Suffrage
WW1 - World War 1
WW2 - World War 2
& The Blitz
Coronation
60's World Cup
70's
80's Miner Strike
They use these settings to celebrate the 122 years of the Hovis Product and create a little story that displays a boy that purchases a loaf of Hovis bread to bring back for his mum. It displays a generational story that is true to its nature.
Costume, Hair & Make-up
The costumes that are displayed in this advertisement are based on the evolution of clothing through each different generation that is displayed on the protagonist and the background characters. Including seven different outfits that represent each generation.
Facial Expressions & Body Language
The facial expressions and the body language displayed in the advert are portrayed as a boy wondering the streets of London and taking in all of the atmospheric genres. The advert displays the boy exploring the different types of generations and encountering different occurrences.
The boy expresses different emotive expressions in each different episode reflecting off the atmosphere of the certain event.
Lighting & Colour
The lighting and colour that is displayed in the advert are shown as an immerse effect on the certain period of time. The colour they us for the advert in the historic times of the early 1900's are portrayed as dull lighting tones including the certain clothing.
The lighting and colouring of the film is a high-key tone which is used for Drama/Action/Comedy.
Use of Camera
The use of camera shots within the film include:
- Close ups - Close ups are used to display the certain emotion that the character is feeling.
- Extra close up - The Extra close up is used to give the effect of the emotion in a more dramatic way.
- Mid shot - The Mid shot is to portray the body language of the characters.
- Low Shot - The Low shot is to display the movement of a character in a creative prospective.
The use of movement camera shots in the advert include:
- Tracking - Tracking is used to select an certain individual character and follow the character through the surrounding.
- Crane - The Crane is used to display different prospects of the film in a more immersive and imaginative way.
- Pan - The Pan (panning) is used to display different aspects of the surroundings.
Editing
The editing of the advert uses different techniques and effects including:
- Straight cut - The straight cut is used to flow straight and create a normal cut for each scene for a viewable sequence.
- Jump cut - The jump cut is used to jump to the next sequence and for the audience to predict what had happened within the film.
- Speed: Fast motion - The speed effect is used to portray the motion and effect of the film reflecting off the certain scene of the film.
They used the tracking through out the advert. To portray the story of the boy going through different time periods. This works perfectly with switching through time periods. The use of the tracking works well with displaying the time periods because of the passing and the entering and exiting of time periods.
Setting & Props - The setting of the Advert views different time periods of the 1900's. The setting within the film works very well because of the use of known events that have taken place in the 1900's and represent that century.
The setting & props work really well together to display the fact that it is representing that certain time period. e.g.
The clothing, that is displayed in the shot gives away the certain time period in the 1900's. The year that this represents is the early 1900's because of the certain elements of clothing. Although some of the clothing within this shot, have been worn in the fashion of the late 1800's.
For the scene that is shot with both these screen shots included. This other screen shot supports the fact that this time period is set in the early 1900's, because of the English Army uniforms that are shown with in this shot.
The Army uniforms are the uniforms that were worn by the English army in WW1. This supports the fact that its in the early 1900's, WW1 took place in 1914.
The props in the advert also include more quality of representation. e.g.
The shot here displays a detailed prop that represents the Titanic. This gives the knowledge to the audience, of what time it's set in.
One of the most important props that is used within the advert is a product placement which is carry out through out the advert by the protagonist which is the boy . The product placement is a loaf of bread, which has the brand name of 'Hovis'.
Audio/Sound
The sound of the advert uses Diegetic sound. The Diegetic sound is used as the soundtrack of the film. Which is set in as the background sound that is immured into the certain tone and visual displaying. For example the beginning of the advert, the background music is toned down and has a slow paste jester.
This links in with the visual aspects because it is a slight slow paste speed and is displaying a historic time period which also connects with the historic elements.
Once the advert reaches the 60's time period the music then begins to have an up beat tone of music and more to a punk rock theme, this gives it a jester of a 60's theme. The Background music then finishes with the same tone of music from the beginning.
The advert also implements sound effects of the character's that are displayed within the film.
Marketing of the product
The marketing of this product uses a soft sale of the product by the simple technique of using a short story within the film and uses realism from the aspects of historic life styles and events.
The advert also uses emotion by the inclusion of humour. The humour used is a slight touch of humour that reflects on the certain aspects in life. For example, the humour is shown by the boy's interaction with different encounters that portrays him of being in mischief or being 'boyish'.
e.g. An example of him being in mischief. At the start of the advert, the film displays the boy as he sneaks through a no entry gate. Once he sneaks past and looses his hat, a soldier slams on the gate and shouts at the boy as he legs it.
e.g. Another example that includes a display of the protagonist being boyish. Occurs when the boy is in the time period of the 60's and a vehicle drives past him proper with the 'Union Jack' flags. The boy takes one glance at the car and grins, in a cheerful and excitement way and puts his fist up and cheers.
The marketing of the product also uses 'Product Efficiency' by including the effects of entering and exiting time periods.
The audience that the product is targeting is more likely to be targeting the Mid working class. The reason being is because of the mature and certain genre and style. The reason being of the advert being more targeted to adults is because of the product placement.
The certain reason why the advert is set in different time lines, is because they are contributing to their anniversary and in a way showing the fact that their business has been successful through the past generations.
