Advert One
Having chosen to base each advert around one specific film genre, they still go alongside the post-modern theory that style is over substance. It is the substance at the end of each of them that puts the message across but it is the style of each of them which attracts people to watch the complete advert. The target audience are in need of glasses and vision, and they can be of any age, gender, race e.c.t.
The first advert is set in an office; a suspects office. For audience recognition that it is our advert, the narrative is almost story like. It begins with an establishing shot of the office. The music playing in the background is used to create audience ambiguity. The men are then introduced coming into the office with a mid shot and both begin to look for evidence. The mise- en- scene for this advert is particularly effective having both of the characters in suits it signifies to the audience that they are dealing with an important matter. The use of the plastic bags for the evidence gives a realistic approach to the mystery genre and keeps audience intrigued about what they may find. Props are also used throughout the advert as evidence to also make the audience question the most important thing that they are ‘looking’ for.
The editing is slow throughout the advert to engage the audience slowly and further their questioning.
Lighting used in the advert is ambient creating a naturalistic atmosphere and engaging the audience further.
A range of mid shots and close ups are used to gain audience recognision that the men are both wearing glasses whilst looking for evidence. A distinct signifier to show that glasses are needed is through the use of a blurred vision of the passport before the character puts his glasses back on, suggesting he cannot do his job without them.
As the characters are both 'looking' for evidence until the closing, it links properly with the voice over at the end as it suggests that the main ideology is that, there is no need to investigate or to appear professional when 'Looking Glass Opticians' has what you need.
Meaning has been created in this advert through the use of music to help the audience engage effectively whilst keeping them in suspense. In this way the advert would keep their attention until they have seen it all, and to potentially find out what the characters are actually looking for.
Advert Two
The advert begins with a mid shot of a girl frantically looking for something. Fast pace music is played to emphasize the characters urgency.
Another way in which the feeling of urgency is created is with the use of editing, becoming faster as the advert progresses.
The application of a green screen is used to present to the audience the extent the couple travel to find one another, when effectively all they needed to do was stay in their own county to find one another.
The voice over emphasizes this point and gives the implication that you neither have to look that far to "find what your looking for". All the shots are mid or close ups to accentuate the importance of the character’s glasses.
The music in this advert is particularly fast paced to highlight the momentum of the characters and to again keep the audience engaged. Being a non-diegetic soundtrack though, it ultimately subverts the conventional 'presentational' form, as the advert does not have a direct mode of communication at any time.
Meaning has been created in this advert with the character's frantic expressions, which do not disappear until they find each other. Therefore with this use of mise- en- scene the audience can relate to the actors disposition and be relieved for them once they have found each other. The ideology of this advert would suggest that the audience will also experience such relief and happiness once they have bought a needed pair of glasses at 'Looking Glass Opticians' as the actors have done.
Advert Three
At the beginning of this advert there is an establishing shot of a kitchen and a voice over is used to narrate the beginning of a short story. Mocking music is played in the background to add comedy and to keep the audience engaged. Whilst the story is being narrated, the characters act accordingly. Unlike advert two, conventions are followed as there is a mode of communication although it is not direct to the audience. The ideology in this advert is that, person will stop themselves from looking stupid if they buy glasses from our brand.
The facial expression of "Mr Twit" at the closing of this advert is the peek of the comedy and therefore an action for others to avoid; as stated by the voice over.
The fact that we used a glass eye prop is the object which adds comedy for the audience however, it could be seen as being too different from the other adverts,
It is the use of narration that creates meaning in this particular advert as audience will stay amused whilst being told a story. Therefore with the continuous voice over not stopping until the closing, audience will stay engaged throughout.
The voice over in each advert show consistency, by beginning with a negative and each time ended with "Find what you’re looking for...." Another similarity that each of them share is that they always end with the company logo, giving the option for further audience recognition. Although, one negative aspect in particular is that the adverts are all considerably different from each other but the general message of all of them could be considered clear.
Overall it was made sure that there was good usage of props in the first advert to establish the mystery genre that was chosen. With the use of fast paced music and character expressions a sense of urgency was created to accentuate the romance at the end. And with an effective use of narration in the third it provided comedy and wit for audience amusement. With all these attributes in each, audience's attention is attracted and the required message was put across.
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