Report Structure Part one Codes and Conventions

Camera angle and shot

The camera angle and shot has been carefully used in the above advert, as we see the various shot to make it look a lot exciting. The above advert uses close up at 0:34 to show the facial expression this gives the audience a greater detail which means they can see expression of the people. Another shot we see is long shot at 0:43 this is so that they can show the scene and it would allow the audience to understand where the advert is taking place, the long shot also allows the audience to see the action on the screen as we see the security guard dance, this adds humor to the advert.

Iconography

Iconography in the advert would be when we the security guard start to dance at 0.19 sec this is ionic as the audience assume that security guard is going to be serious as we do not expect the guard to be dancing around, this also adds humor to the advert which means it makes the audience laugh. 

Editing

Editing is very fast throughout in this advert above as you can see at 0:02 the advert changes the shots a lot which means they are trying to show a lot more content and give the audience greater detail as this would allow the audience to understand what the advert is about and what it is happening. I guess the fast pace of editing makes it more entertaining for the audience to watch because some of the audience change the channel if the advert is dragging, by having it fast means that the audience are more attracted to watch it.  

Lighting

Lighting is natural as they have recorded all the scenes outside which means no other lighting was needed. As you can see natural lighting is being used 0:23 because we see them outside with a bunch of people as the president is going to give a speech. The lighting is bright as it connotes a happy environment, this makes it a lot more entertaining and interesting. 

Sound

Sound is very clear as the sound is important and it makes it very realistic as well, in this advert they use voice over at 0:50 because we here them say the slogan of the company. Also they make it a lot more realistic when we see a crowd of people and then there is a cheering sound this makes the advert more interesting to watch and it allows the audience relate to that specific moment.

Music

The music in this advert is very important as it creates a specific mood which makes the audience watch the whole of the advert for example at 0:21 it's catches the audience attentions and i think the specific music which is used creates a fun and it gets the audience at home to get in the same spirit and by doing this it makes the audience remember the advertising company as it will be a catchy music.

Computer graphics

Computer graphics is not used as much in this advert because all the content is shot in real life we see the computer graphics being used at 0:51 when we see the logo and slogan appear on the advert, this is used so that it allows the audience to know what company is advertising. 

Special effects (SFX)

There are not any special effects used in this above add as all the footage has been recorded in real life so not special effect would be needed

Camera angle and shot

Camera angle and shot been thought very carefully as you can see at they have various shots which have different purpose for example i like how when the little girl looks in the microscope the camera shot is zoomed in, this is at 0:15 this allows to make it a lot realistic for the audience to watch, this makes the audience watch it more as they are interested and fascinated.

Iconography

Iconography in this advert at 0:40 we see the little girl can see the who is living in the moon but in real life you would not be able to actually see that, by doing this makes the advert more imaginative whereas the above advert is more real life situation. Iconography makes the advert interesting and exciting as it helps the audience relate to the advert.

Editing

Editing has been used in this advert to make sure there is a good flow and also they have edited specific clips for example at 0:16 we see them show a telescope effect this has been done when they were editing, by doing this they make the advert more realistic and it will make the audience watch the whole of the advert as they are keen on watching it.

Lighting

Lighting in this advert is very important as they create a specific theme of lighting by this i mean they set it in the night so they cannot use to much artificial light as it will make it bright which will make it look like daylight. Lighting at 1:09 is artificial as that is a scene created with special effects as you cannot go on the moon, by doing this it helps them make sure that the audience are amazed and it makes them watch the whole advert.

Sound

Sound is used in this advert above very carefully as it creates a specific moment. for example at 0:26 we see the facial expression matches the sound as we hear a magical voice when the little girls facial expression is shocked, this shows us that the sound has been carefully used and this makes it easier for the audience to understand and as the sound matches the action. 

Music

Music has been used significantly in this advert as you can hear there is music throughout the whole of the advert, by doing this it means that they it is more amusing for the audience and they are more keen on watching the whole of the advert as it will be more entertaining because without the music it would be boring as you do not get the same feel.

Computer graphics

There is not much computer graphics in this above advert as you can see they use the computer graphics at 1:56 as they have messages which they want to share and it helps make the company look caring and it also tells the audience how they can communicate to the business as the graphics states 'phone,online and instore'. Computer graphics allow company to give greater detail.

Special effects (SFX)

Special effects have been used in this above advert as you can see that the all the scene on the moon, for example at 0:25 when we see the person on the moon this has been done by using special effects as it is not possible. By using special effects it makes it more special and fun to watch for the audience and it allows the company advertising to show their creativeness.