Advert analysis By Joe Wicks

Smirnoff advert:

https://www.youtube.com/watch?v=6aLpAVk5u3Y

This advert is for a new Smirnoff product.

The target audience is for 18-30 year olds.

It is a stand alone format advert (a stand alone format advert is not a series

of adverts it as the only one)

The advert has some animation in it such as the snakes.

It is a dramatic and surreal advert.

Persuasion techniques

This advert is to promote a new product and to increase product recognition.

This advert arouses interest with a new product.

The advert shows subtle brand logos in the background which increases

temptation.

The advert uses glamorous places and beautiful women to intice the audience

to buy the brand.

I believe that there are hidden messages, for example the advert is supposed

to be like the shining.

Codes and conventions

Iconography

Iconography is visual images or symbols associated with

cults, movements or brands that we expect to see in types

of films and adverts. These are known as ‘genre

indicators’ of the mais-en-scene. The Smirnoff advert is

for an apple flavoured vodka, the advert shows lots of

green and apples around the place and towards the end

shows bottles of vodka before it tells you what the advert

is for.

Codes and conventions

Lighting

Lighting is used in adverts to display the brand and setting.

This advert uses proper studio style lighting as supposed to most adverts in

places such kitchens that just use available light.

Camera angles:

Throughout the video there are many

different camera angles…

At the start there is a POV shot looking

down at the main characters feet.

This is followed by a

wide angle of the main

characters.

This is then followed

by another wide angle

from a low angle

looking up at the

characters.

Lots of different camera angles

are used in adverts to show the

brand and promote meaning.

There is then a close

up shot of a woman

in the bar.

Then there is a

high angle wide

angle shot of

everyone in the

bar.

Lastly there is an extreme

close up of the woman's

face as she tries the drink.

Composition:

Compositional rules are followed and broken to give adverts and photos depth

and to make them looking aesthetically pleasing. Composition covers things

such as…

The rule of thirds, this is when the frame is divided into nine squares and the

subject is framed within it using things like negative space.

The rule of odds, this is when odd numbers of things are used because this

looks better generally.

Depth is an important compositional rule as it shows size of what you are

showing and distance, this can be achieved by using leading lines such as

roads.

Examples of composition in the advert: This shows the

rule of odds, as

there are three

people in the

shot, this may

also show

harmony as they

are reflected.

This shot shows

depth as there is

foreground interest

and one of the main

subject matters is

sub framed making it

seem as though they

are far away.

This shows two

leading lines to

the characters,

which focuses

interest on the

two main

characters at

the door.

This shows the

rule of thirds as

the main

characters head

is in the right

third and the

top third is

negative space.

Editing/special effects

Editing is important In making adverts so that the shots flow well into each

other and the levels, brightness and curves are suitable to be shown in the

advert.

Some editing is done in camera during production such as exposure, lighting

and contrast.

Most editing is done in post production such as in the Smirnoff advert they

have snakes making the drink. Here is how they have changed the shot in post

production via animation.

Sound in adverts

Sound in adverts is used to portray the mood and atmosphere of the location

shot in the advert.

The sound in this advert is dramatic rock to make the advert appeal to a

younger audience, and the fact that they have found a David Bowie look alike

to play the music also appeals to a more mature audience.