Analysis of 3 promotional videos
The purpose of this advertisement is to promote the Nintendo Switch gaming console. It does this by suggesting the idea that nintendo brings people together, even two brothers who never get along and using nostalgia to appeal to older generations. It does this through use of sound, camera and lighting, shot types, editing and misce-en-scene.
Sound
The video uses an upbeat yet emotional song making the video relate to the family feel making the brand seem family friendly. It also uses background audio of the two brothers arguing throughout their life and finally connecting by saying "its good to hear your voice" after joining a voice chat with each other on the switch.
This is a successful use of audio because it hugely shows the narrative of the video and further allows the audience to connect with the two brothers and therefore eventually making the viewer want to buy the product.
Lighting and shot types
The video uses a variety of tracking and panning shots, this could be to further the effect of the viewer following them throughout their lifelong relationship with each other and tracking their emotions together. The lighting throughout this video is warm and soft, this is to create a warm, homely, child friendly atmosphere and therefore appeal to their demographics. This also could be to help the company seem friendly and approachable.
Editing
This video uses a lot of jump cuts to show the progression of time throughout the brothers lives and how their relationship develops and effects their lives around them. I also uses shot reverse shots to show the connection between the brothers and the tension growing between the two of them. At 0.33 to 0.37 there is a use of the kuleshov effect shown as a brother looks happy then disappointed, it then shows an empty chair making the viewer assume that chair was meant for his brother.
Misce-en-scene
Throughout this video, the two brothers are often shown wearing the colours red and green, this is a reference to the nintendo exclusive game brand mario brothers, previous nintendo users may notice this and find it clever and amusing, further making them interested in the product. The video is filmed mostly in family homes, making the product seem more family friendly.
Camera
The camera is often positioned to the side or right infront of the two main characters. When the camera is positioned directly infront of the characters, this shows their emotions and how they react to the situation, this helps to make the advert feel more natural and allow the audience to connect with the two brothers, potentially relating to their situations. When the camera is positioned to the side of the brothers, it helps to make the audience feel involved, almost giving a point of view perspective of a third character. This further helps the audience connect to the two brothers, making the brand feel welcoming, familiar and approachable.
Twitter: Lets go Twitter AD
The purpose of this advertisement is to increase the amount of people who sign up to twitter by showing how easy it is to do so. It does this by using a creative scenario influenced by pop culture movie scenes where a man who is "a mess" refuses to leave his flat because he doesn't know how to do it. A familiar face appears acting as a personified version of twitter and kindly, encouragingly, and calmly guides him through how easy it is. The more the ad goes on, the more confidence radiates from the man in his flat as he follows people (influencers and familiar faces are shown as he does it). All of this is created through an effective use of sound, lighting, shot types, camera, editing and misce-en-scene.Sound
The use of dialogue within this advertisement creates a strong narrative and instantly hooks the audience in making them want to know what happens next, the use of dialogue in places such as the man embodying twitter saying "you can do it" makes the app look friendly, patient and supportive of its users. The changes of soundtracks throughout the ad also makes the ad have a slight trailer type feel. This makes the audience want to go and download the app so as they can see the full product for themselves.
Lighting
The lighting in this ad is mostly hard lighting, creating high contrast and casting shadows. This creates a dramatic effect and further draws the audience in making them want to know what happens next. The use of flashing blue and red lights from the police cars create a sense of urgency making the product ultimately seem to be an essential.
Shot types
The advert uses mostly panning shots, tracking shots and shot reverse shots. The panning shots create a cinematic effect making the advert more interesting to the viewer as it makes it feel less like an advert and more like a short. The tracking shots are potentially used to show how easy it is to use the app, or follow, which is the main function the advert is trying to show. As the camera tracks the man embodying twitter it makes the audience feel at ease. The shot reverse shots are used to show that the app supports the product user and listens to any issues they have, helping to resolve the issues as fast and effectively as possible.
Camera
The camera is positioned at a variety of angles throughout this advertisement. This is to further the cinematic style and attempt to make the advert seem more like a trailer than an advert, making the user want to use the app.
Misce-en-scene
The advert is set at night with a man in his dimly lit house and a bunch of people including the police outside. The use of the police being on set add to the feel of urgency and also emphasises that twitter cares about every single user. The use of the twitter logo on the side of the bull horn and on the mans outfit, plants the logo into the audiences mind without them realising, potentially making them later find themselves thinking about the application.
Editing
The use of transitions at the beginning of the advert immediately grabs the audiences attention making them question what is going on and what is going to happen. The use of cuts constantly gives the viewer more of an idea of the scenery and helps them to understand the scenario and stay immersed in the advertisement.
Sephora- where beauty beats:
The purpose of this advert is to encourage people to buy products from the beauty company sephora. It does this by using aesthetic imagery as well as showing the product in use, this promotes femininity and creativeness, allowing the audience to want to try the product out themselves. This is achieved through a use of sound, camera and lighting, shot types, editing and misce-en-scene.
Genre tropes
This advert follows many beauty ad genre tropes such as the use of a model to emphasise the beauty this product is meant to enhance, imagery of flowers and stereotypically feminine colours to make the audience feel as though they can control their femininity and beauty. This video also uses close ups and extreme close ups, along with many other beauty product ads to show details of the product and the aesthetically pleasing looks they create. However, this video also breaks away from tropes by showing not only stereotypical/editorial makeup, it also shows the model having fun with the product and experimenting. Where as most adverts for makeup will show the model all made up already.
Sound
This advert uses no dialogue and only an upbeat, unusual song with little vocals. This soundtrack instantly draws the audience in and the lack of dialogue keeps the audiences concentration on the visuals.
Lighting
This advert uses soft lighting to make the models skin look clearer and hide any impurities on her skin, in some shots, they are using negative fill to block any excess bounced light and essentially create a similar effect that contouring creates. This is effective because it enhances the beauty of the model and further creates that "perfect" aesthetic that cosmetic adverts should withstand.
Camera
The camera is mostly positioned at eye level throughout this advert to create a connection with the audience and keep their eyes on the models face, which is where the product is mostly shown. This is effective because it helps to showcase the product.
Shot types
Close ups and extreme close ups are the main shot types throughout this video, this is to show the high quality of the product and how even close up, the makeup looks "perfect". This is effective because is allows the audience to recognise the high quality of the product and decide that this product is worth investing in.
Editing
This video uses cuts timed to fit with the pace of the audio and showcase different aspects of the product, allowing the audience to feel as though the product presents multiple possibilities, slow motion is used to emphasise the aesthetic and the beauty created by the product . The advert repeats the same footage rapidly in some sections, this matches with the pace of the music and further allows the audience to see the aesthetic of the company.
Misce en scene
The use of gold and purple at the start of the advertisement instantly made me think of the word royalty, this links to wealth and shows that this product is aimed at wealthier sides of society. Further, the use of the colour pink as well as imagery of flowers, links to stereotypical femininity, this show that the target audience is women.
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