unseen text task: advert analysis (print + AV video)

AV

 Disneys cruella trailer 2021.                          https://www.youtube.com/watch?v=gmRKv7n2If8

• Cinematography

shot types- birds eye camera angle as we see cruella walk into a building, this portrays her as small, insignificant not yet the major part of the film, belittleing and makes her seem ordinary and blends in with the general public. tracking mid shot once elevator opens,  

• Mise-en-scene

colour - starts off with brighter colours, outdoors on the light and this then changes as she seems to deteriorate, representing the changes within her as she "loses her mind".the black represents a darkness engulfing her and the screen turns to pitch black when she says "a psycho". more contrasts like her black and white hair. more shots at night illuminated by red and orange e.g. the fire scenes.

costume - she wears a red dress which stands out from the rest as she makes a statement, red has connotations of power and dominance but also is a symbolic code for lust, sex or romance. at the beginning of the trailer she dresses simple and they slowly become more outlandish and extravagant e.g. the red dress at the dress party.

• Sound 

• Editing

print

semiotics is the study of signs and symbols

dennotations- woman with long hair, red lipstick, red background, the product (a shampoo and conditioner), red text, the brand name logo, promotional offer, hand up, gold ring, slogan, ts and cs, red and gold on the bottle.

- red background and lipstick- sexiness, passion, confidence. red lips is s symbolic code

- the hand gesture is seen as sassy and confident 

- the model sells the product through selling herself, she shows what she can give us, red anchors the idea that she is part of the product being sold, the advert sells more than just the shampoo and conditioner.

-lexis- Paris- is seen as a city of love and romance, high fashion, elegance

- male gaze- meant to appeal to women who want to be found attractive by hetero men. van zoonen

- gold on bottle and ring- connotations of wealth, power, strength control, status.

burger- plumped up and perfect looking, unrealistic, the shine on the bun is symbolic of a glow, the word glow has connotations of health, lusciousness.

slogan- blunt, bold, white is straightforward, large and central, one of the first things you see

logo- smaller, more discreet

lexis- "tastes like bird"- is straight to the point dosent sugar coat like many other adverts, dosent stray away from the fact that it processed dead animals. other companies try seduce you with the food. honest mode of address, dosent put up a facade and seems relatable to the audience.

"your way" gives it a personal touch, puts the customer at the centre of the product, gives them a sense of importance

colour- the bun and burger are a warm orange, this is enticing as warm colours like orange red and yellow can be associated with love, care and joy. possibly encoding that the burger is prepared with love and care for the customer.

all the ingredients are bright and vibrant, connoting that they are full of life, nutrients and flavour.

the wooden top counter, is slightly scratched so looks well loved and connotes home cooking and homemade food. rustic aesthetic, seems humble and down to earth.