IDENTIFYING AND ANALYSING ADVERTS
Analyse:
1. Who is the target audience?
2. How do you know? What codes are used?
ADVERT 1: GATORADE
A realistic set design is utilised, indicating that the film was shot in an actual location, in this case a school with a basketball court and gym, informing us that the character is a student athlete, possibly reflecting the target audience. The actor wore (costume) a hoodie, sport pants, basketball shoes, and an Adidas backpack, which are typical athletic attire for high school kids. However, the actor is seen beginning the activity in the following scene sporting the same pair of shorts and a sleeveless top. The props are a drink vending machine, a basketball, and some exercise equipment. The primary goal of this promo is to recap those props. The drink serves as the actor's primary energy source for the following basketball game and weightlifting training. At the beginning referring to the staging and composition, we see a symmetrical setting with the actor's body standing in the center to give us a notion of who he is—a student athlete—as well as the surroundings, which are the school's hallway. It is clear from the fact that the school's basketball court serves as the main stage that this event is intended for athletes and/or other active people. Since it is somewhat opaque, the overall colour of tone used throughout the entire advertising is a shade of black or grey. Black symbolizes "power," and gaining power is the goal of Gatorade. The act performed by the actor, where he casually walks towards the vending machine in the school's hallway and buys a Gatorade beverage before engaging in their training, which consists of playing basketball and lifting weights. The main ideas are very simple to us as viewers, and he then goes on to carry out his actions on the school's basketball court. The actor's lack of enthusiasm is evident in his body language and facial expressions as he enters the hallway to buy the drink and continues through opening it. However, upon intake, it is evident how heightened and empowered the actor is when the activities begin. Following a full shot of the actor moving through the school's hallway, the camera pans from left (behind the wall) to right, revealing the figure in a back view. The actor inserts coins into the vending machine, and the camera slowly zooms in to show him receiving the drink. The actor is then seen opening the drink and drinking it while on the basketball court in a medium close-up view. The next scene featured the actor playing basketball while the camera tilted downward and accelerated to tilt upward in a forward direction. There were numerous full shots and high angled shots, along with zoom in camera movements, as well as close-up and low angled shots of various parts, such as the actor's shoes, to demonstrate the speed movements while participating in the activity. The camera then tilts upward to reveal the actor playing once more after the Gatorade drink has been placed on the court's floor by the actor. The advertisement's editing effectively depicts the timeline of events with quick cuts to show how the energy from the drink impacts our activities heavily and quickly and how we can advance better after drinking, particularly when we, for example, are active people, such as athletes, who need extra energy to concentrate better. It is shown that the actor plays basketball, as they need more energy to be efficient and effective. The lighting inside the school in this advertising is quite gloomy and dark to suggest that everyone has left, suggesting that he still needs to practice basketball late and might need to regain energy after a long day. Effectively conveying that there is still life and that the scene is not completely dead when the guy first approaches the vending machines by having only their lights illuminated shows that the main notion is the drink inside the machine. However, there is a scene that demonstrates how the lights change as the energy increases, and the corridor is brighter after he exits the court. This may imply that the drink boosts our energy and improves our mood after drinking, especially for individuals who are active and need the extra energy to continue. Except for the actor's movements, such as working on the vending machine and opening the energy drink, there were hardly any sounds at first. This draws viewers' attention to the activities taken and how important a role they will play throughout the commercial. But after the drink is consumed, upbeat music plays to represent how the energy drink intensifies the feeling and energy. Additionally, the editor has included the sound of the actor dribbling the basketball, in addition to sound of the basketball shoes rubbing against the floor of the court, to further imply speed. In relation to Gatorade's beverage, the sound of the Gatorade bottle being placed on the ground is emphasized and amplified, probably to alert viewers that this is the product being sold by making it louder than the background music. Additionally, the uplifting music indicates that we are more driven to engage in activities, particularly if we are students and/or active individuals. At the end, there is a slogan that reads "Win from within," suggesting that we may achieve unrealistically high goals and embody that enthusiasm within ourselves, allowing us to push ourselves harder and perform better. Full uppercase letters in a sophisticated font with sharp edges to demonstrate the potential we can possess and to compel. This relates to the main focus of Gatorade and their energy drink as they take into account how students and/or athletes need extra energy and how convenient it would be to proceed on their activities, for example, as shown in the advertisement, practicing basketball skills. The advertisement takes place in a school and the school's basketball court to suggest that it is indeed targeted towards students and/or athletes. The advertisement is set in a school and the school's basketball court to suggest that it is indeed targeted towards students and/or athletes. This is related to the main focus of Gatorade and their energy drink as they take into account how students and/or athletes need extra energy and how convenient it would be to proceed on their activities, for example, as shown in the advertisement, practicing basketball skills.
ADVERT 2: BARBIE
The stylistic set design employed for the salon is done so that viewers will recognize and recollect it. But because a salon is formally established in the real world, it is also realistic. The salon is another location that young girls wish to visit, so they can practice the hair curling activity that can be done in salons through toys in real life for young girls. These outfits/costumes represent what young girls between the ages of 5 and 10 typically wear and could be described as "Barbie-like." The blonde girl wore a purple long-sleeved top and black and white leggings with a splattered pattern, while the brunette girl wore a blue blouse paired with blue jeans. In addition to being utilized as costumes, it may also serve as a source of inspiration for young females. Salon chairs, mirrors, and the genuine toy with a miniature curling iron and hairbrush are among the props. All of them are the purpose and concept of the advertisement, which features Barbie's initial goal for the new toy they are promoting. The often used props in the advertisement could imprint that in the minds of the viewers and express it as an engagement to persuade them to make a buy. In reference to the advertisement's staging and composition, where in the opening scene with the two girls, the rule of thirds is quietly applied to organize and balance the characters and other elements in the scene. Additionally, eye level framing is acknowledged and utilised to establish a connection between the advertisement and the target audience, young girls. If the scene has a clear balance between these and the main feature, they can capture the audience's attention. The Barbie commercial's general color scheme is pink, which is associated with femininity and recognizes that it is targeting young girls. By doing so, it is attempting to connect with these kids more. The two young girls who is starred as actors in the commercial who play with the Barbie dolls have the enthusiastic, outgoing, sassy, and sparkly looks that go along with sitting in a chair at a salon and twirling their fingers through their hair. Their vocal characteristics also exhibit excitement, and they frequently interact with the audience by asking questions like "Ready for a new look?" or "How about you?" This will cause them to capture the interest of young girls because it may heighten their interest if the actors they see on TV are amusing and pleasant. The two females also address the viewers as "girlfriends," which implies that they are bringing the targeted young ladies to participate and establish connections with them. In addition, the two stars offer several curl ideas with descriptive descriptions and subtle movements; this may be seen as an original example of the wide range of things young girls can imitate on Barbie's hair, peak their attention. Relating to the element of camera, the two Barbie dolls were briefly faded in and slightly zoomed in at the beginning. Additionally, there are a lot of reverse zooms and/or zoom outs during the transitions of the Barbie doll curling process, and the majority of the images are medium shots of the Barbie taken from an eye-angle perspective. However, there are also close-up shots when tiny objects, like the hairbrush, curling iron, or rollers are displayed. The camera would occasionally just remain motionless. The camera then goes downward with an incredibly close-up angle to follow the doll's hair being brushed, allowing the action to be recognized. A medium close-up shot recognizing Barbie's beauty appears towards the end. All of these may simply catch the interest of young girls because they would require them to pay close attention and increase their attentiveness. This commercial uses editing, such that pop-ups and gentle transitions are used in the editing. Barbie's logo appeared at the beginning in time to the "Barbie!" background music. The next scene features a girl spinning while seated on a chair. At first, her hair is straight, but as she turns, it becomes curly, giving her a different appearance—this is the major message of the product being advertised. A little while later, the next scene features a before and after hair change for the real Barbie doll as well. The various hairstyles that can be done on the Barbie doll are shown in the following 4-square collage. There are also numerous cuts of the various toys included in the set, including a miniature curling iron, a step-by-step illustration of various curls that may be achieved by cuts, a slow-motion shot of the finished hair being spinned, and a hairbrush. Another logo is then displayed, but this time a tagline pops up to subtly exaggerate. Young girls and/or the audience might find it interesting and fun to play with because of the relatively quick cuts, which could signify the good chaos and transmit all key information at once. This commercial's lighting is exceptionally bright and colourful, indicating that it is leaning toward a cheerful and energetic form of advertising so the target audience, young girls, may engage more effectively. It also affects how we perceive the advertised goods because, in bright lighting, it might be perceived as very entertaining and thrilling. This commercial's sound is very lively and features their own theme song, which helps to enhance the main message. The repeated use of lyrics that are relevant to and similar to the product being promoted, such as "endless curls," makes it easier for viewers to understand the commercial's initial goal. Greater involvement is encouraged by an energetic and upbeat theme song since young females may interpret it as being inviting. Barbie's major goal, which is to connect young girls' ambitions and engagement, is relevantly addressed by the slogan "Anything is possible," which has the potential to empower young girls. Given that they are still learning, young ladies are particularly affected by the slogan, making it possible that it will act as their muse. The pink color utilized in the font, which is a form of dull cursive script, also contributes to femininity. As the Barbie font and/or logo are relatively striking and spectacular, I think that this could appeal to young females. The setting is a salon, where the ultimate focus of the Barbie product being advertised is to perform what salons often do, which is curl hair. The salon is one of the locations young females want to go for experiences, so it will draw their attention. Young girls might also like to try out activities like curling their hair, thus this could enable them to accomplish that.
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