John Lewis Never Knowing Undersold TV advert 2012
This blog post will analyse the advert for John Lewis department store, the advert takes the form of stand alone, and has the style of dramatic and plot driven. The advert is aimed at an audience of all ages because they've shown how even though fashion has changed, the shop has always kept up.
The advert provokes an emotional response because most people can relate to the couple and how their relationship develops. The advert creates brand identity because it tells the viewer that John Lewis has always tried to be at the top of their game and never slacked about giving the best to their customers.
The mis-en-scene(what's on screen)
The costumes have been adapted well for each time period, following the generalisation that was common for the people of the times. e.g. working in office/switchboard.
Many of the settings are viewed as being outside, using long/establishing shots, but the majority of them take place inside, e.g. their bedrooms, the cafe. The lighting used changes from period to period; in the old style its dimmer and more organic, using colours like brown and yellow. Whereas with the modern style its clearer and uses bright lighting.
Sound
The advert uses all non-diagetic sounds and we cant hear any of the sounds from within the world of the advert. We can only hear the music being played over the top.
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