26.2 Old Films for New

Robocop (1987)

• Director - Paul Verhoeven
• Producer - Arne Schmidt
• the film is set in america, detroit
• there is two sequels to this film; Robocop 2 and 3 
• this was produced in hollywood
• Budget - $13 million
• Distributed across the world by Orion Pictures 
• Most of the urban settings was filmed in Dallas, Texas
• there visual effects involved Stop-motion animation, which involves individual photographic frames to create a technique where the physical models of the robocop will appear to be moving.
• it was not only made into sequels, it was also generated into numerous attempts of a TV series 
• it was originally rated X because of the violence involved in the film and the sexual content

Robocop (2014)

• Director - Jose Padiha 
• Producer - Marc Abraham & Eric Newham 
• The film is still set in detriot but some of the filming and photography was done in locations like canada, toronto and hamilton 
• budget - $100 million 
• the production companies involved are colombia pictures and strike entertainment 
• They used visual effects like green screen,  digital creations to produced the robots characters and plate photography 

When it comes to films the production context is a crucial aspect that should be assessed as it influences many other areas in the process. Production context involves the different film contexts that produce movies and are influenced by areas such as, the cultural background, the budget, who is creating the film and much more. For this task I have chosen to assess the remake and original version of the film 'Robocop'. This film goes all the way back to 1987 which is when the original 'Robocop' was released and distributed by Orion pictures across the world; this then went on to result in two more sequels in 1990 and 1993. The remake of Robocop followed on in 2014 which was produced by Colombia pictures, strike entertainment and Metro-Goldwyn Mayer ,which the successor of Orion pictures. The original version of this film was directed by Paul Verhoeven which lead to his american breakthrough film; this then was directed by Jose Padiha to create the remake which was domestically more successful than the original. both of the versions of this films are based around the same plot with slight adjustment to certain aspects in the scenes, for example, the wife and son of Alex Murphy had nothing to do with him after he was created in Robocop in the original but in the remake they involved the wife and son in the decision of him turning into Robocop and further involvement with Alex Murphy after him becoming Robocop. As well as the remake in enhanced into more detail than the original.

The plot involves a Detroit police officer Alex Murphy, who is introduced to his new partner Anne Lewis. They are both out on patrol, when they are suddenly they have to chase down the ruthless Clarence Boddicker and his criminal companions until they tail them to an abandoned warehouse. The two detectives are unable to get backup so they go in alone and unfortunately the criminals have them on the underhand; Murphy is caught and suffers a fatal injury which leaves his body with nothing much left. The results in Murphy being transformed into Robocop where his programmed to fight crime in the help of the police force. However, Alex Murphy to overcomes the program and tries to solve his own murder by hunting down Clarence Boddicker and he finds out that he is working for the OCP senior president, Dick Jones. Robocop tries to takedown Dick Jones and Clarence Boddicker but they both aren't going down without a fight. Meanwhile, Robocop is still trying to retrieve his memory back with the help of Anne Lewis. However, in the remake of Robocop the basis of the plot hasn't changed but their is some of the content that has changed. Alex Murphy has a male partner in the remake who he is very close and good friends with, whereas in the original the partner is a female which he is newly introduced to. As well as the way Murphy gets his fatal injury changes because in the remake he suffers 3rd degree burns from a bomb explosion causing him to result in him becoming Robocop.

The various factors that may have an influence on the production context includes, the cultural background; the culture being established in the Robocop series is an typical american background, the original version of the film shows this through the various humorous commercials in between the news broadcasts within the film. It helps the viewer to understand a bit about the american consumer culture and lightens the mood of the film. As well as the american culture is evident from the lifestyle of Alex Murphy and his family can be assumed that is the typical expectations of an american household. However, in the remake of the film its shows an update in american culture and technology. This is highlighted in the difference in television between the two films, in the remake the talk show, The Novak Element, includes holograms, visual touch screens and numerous visual effects; whereas in the original the news broadcasts were very basic and didn't involve much technology. Another aspect that may have effect the production context is the budgets assigned were different in the original the budget assigned was only $13 million, whereas remake received $100 million this could allow the remake to have more content within the film and allow them to retrieve a greater quantity or quality of equipment which might have resulted in the remake achieving $58 million domestically in comparison to the original which only achieve $53 million domestically. In addition the amount of companies involved in the production may have an affect of the context of the film. In the original they only had the help of Orion Pictures but on the other hand the remake had Strike Entertainment, Metro-Goldwyn-Mayer and Columbia Pictures. This can mean that the remake will more ideas to brainstorm with in contribution to a better final product, compared to the original which will have less help and will involve more work for the production team.

It was quite difficult for the 1987 Robocop to be produced because they didn't feel as if it would be successful, due to the fact that the storyline and settings was incomplete; so they was rejected by many studios. Whereas the 2014 Robocop didn't have much difficult persuading a studio to fund the film and the studio, Screen gems, was first to announce the remake and was very eager in producing the film. However, studios may be more confident in producing the new Robocop more than the remake because the original was a new and fresh idea that hadn't been explored before, so it was more risky; on the other hand the remake is more predictable because it is an idea that has shown a positive response in the past so is therefor less risky. The original Robocop was eventually produced by Orion pictures and the remake was produced by Metro-Goldwyn-Mayer along with the help of Columbia Pictures and Strike Entertainment.

This film uses different types technologies of production to produce the various special effects that involve the audio effects and visual effects that help to engage the viewers within the original and remake of Robocop. In original they used visual effects such as, Stop-motion animation, which involves individual photographic frames to create a technique where the physical models of the Robocop will appear to be moving. Whereas in the remake the technology has develop more since then and they were able to build digital creations and utilise chroma key effectively; they used grey tracking suits which is a familiar trait in motion capture to create the robot characters, although the robot suit of Alex Murphy was combination of digital and the actor themselves acting out the scenes  to give it a more realistic affect. The production of the remake is more technological because of the difference in quality that can be applied to scenes from digital creation in comparison to the original.
The difference in technology of the years means that the remake was able to be applied on various platforms such as, DVD, Blu-ray and digital download. On the other hand, the original was created to only be on the platforms, Video CD, VHS and laserdisc but was later released on DVD and blu ray in 2007 and 2010.

Robocop was first released in 1987; which was the year that action and drama films was quite popular. It meant that Robocop was amongst one of the many successful films in 1987 including, Fatal Attraction, Beverley Hills Cops 2, Dirty Dancing and many more. However, the remake was released amongst a time when brand new concepts for a good film, where Robocop is a old concept which most fans of movie have seen the original and will feel more eager watch something new. As well as it is common for people to prefer the prequel or the original of a film series, so in this case Robocop's original will be preferred by its fans rather than the remake no matter how good the remake is. In addition, 2014 was the year that superhero movies were very popular which doesn't fit into the category of Robocop.

The remake had follow on audience from the original and the sequels that carried on from the original, Robocop 2 and 3, so Robocop was originally a film series that seemed had a strong fan base. This fan base will have followed on to the remake.

In conclusion, the film Robocop being compared from its original to its remake, shows that they differ mainly because of the difference in time zone. The plot and idea of the film hasn't changed much but the production content has several difference, that include the difference in filming locations, budget assigned and use of technologies in the production. This aspects are showing that because of the upgrades in technologies from the 1980's to the 2014 have contributed to a higher quality film and has allowed them to explore the storyline in more depth than the original; that mean't that the remake was able to adjust some of the storyline to make the remake mote engaging. In my opinion, I feel that the original film was more successful even though the quality of the remake is better and they earned more domestically; this is because it was seen as one of the best films of the 1987 and was a fresh film concept at the time and was able to build a large enough fan base to create two more sequels, whereas the remake wasn't amongst one of the most successful films of 2014 and didn't achieve as much attention as the original did.

26.1 The Theory of Films (part 1)

The films I have chosen to base this report on are ‘The Shawshank Redemption’ and ‘Catch Me If You Can’.

The Shawshank Redemption was made in 1994 and is suitable for those aged 15 years or over; Frank Darabont directed the film and Niki Marvin was the producer.   The film was not a box office success initially, but word of mouth and TV screenings have led to the film being considered one of the best ever made. 

The film is about a banker, Andy Dufresne, who is imprisoned in Shawshank jail  for a crime he did not commit and the film tells the story of his 28 years in prison, the bond he develops with his fellow inmates and his eventual escape.  The characters represent a range of prisoners, from elderly prisoners doing a life sentence (Brooks Hatlen) through to younger petty criminals (young Tommy).  However, the main supporting character, who becomes Andy’s best friend, is called ‘Red’.  Red is played by Morgan Freeman.  Red is also the narrator, so the film is told from his point of view.  Freeman’s unique, mellifluous, deep voice is an effective way of keeping the audience engaged and building an emotional connection to Red’s character. In addition, the theme music is very distinctive and gives a spooky but mysterious feeling towards the film, which can keep the audience on their toes and aware of the puzzling effect the film may have.

The Shawshank Redemption follows drama conventions; this is because of the various conventions within the film that help the audience to come to this conclusion. The film consists of a gripping storyline that is expected in dramas; for example, a great deal of thought has been put into the plot of The Shawshank Redemption to keep the audience guessing and to make it more interesting. In addition, it is a crime drama and this sub-genre applies because of the illegal activities involved and the concept of the film is based around crime.

The Shawshank Redemption incorporates elements of Barthes Enigma Code theory because there is a mystery surrounding Andy Dufresne’s escape from Shawshank Prison.  This constitutes a major puzzle for viewers to solve towards the end of the film.  The story is mainly told in a linear, episodic manner with a few flashbacks incorporated to demonstrate Andy’s innocence. 

The main themes are friendship and the power of hope.  The bonds of friendship are unbreakable for Andy and Red and the ending shows that their bond continues after both have left the prison.  The power of hope is what gives all of the inmates the will to live.  Red is shown hoping that he will be granted parole over many years and once he gives up on this, he is finally released.   In Andy’s letter, he writes that “hope is a good thing”.  This seems to be what finally persuades Red to go and find his friend in Mexico.

‘Catch Me if You Can’ is a PG-13 film that is set in various locations across the USA and Canada and was released more recently than ‘The Shawshank Redemption’ in 2002.  The film was directed and produced by Steven Spielberg. For those that are gripped to a crime drama film,  this would best be suitable.

The movie is a biography of Frank Abagnale Jr who forged cheques and posed as a pilot, doctor and prosecutor all before the age of 19.  The film is also a crime drama because Frank commits several criminal offences, while successfully cashing over 4 million dollars’ worth of fake cheques. This concept has a gripping storyline because of the way in which it portrays Frank Abagnale Jr’s life.  The film is all the more engaging because it is inspired by a true story.

The storyline illustrates Levi Strauss’ theory of binary opposites, as it revolves around Tom Hanks representing ‘good’ and Leonardo DiCaprio representing “evil”.  The movie features a battle between law and order versus crime/fraud.  One can also see Todorov’s Equilibrium theory in action.  The story starts with ‘equilibrium’ as Frank Abagnale Jr is shown living a happy life with his parents.  ‘Disruption’ follows when he becomes aware that his mother is having an affair and then his parents divorce. ‘Realisation’ comes when he runs away from home to escape the situation, finds ways to persuade banks to cash his cheques and eventually he becomes a master cheque forger.  After a period of posing as a pilot and a doctor and cashing cheques worth millions of dollars, Frank attempts to ‘restore order’ by settling down with his fiancée in New Orleans and qualifying as a lawyer.  However, the FBI closes in and he is forced to go on the run again.  Finally, after he is caught, jailed and then released from prison to work with the FBI, ‘equilibrium’ is restored.  

In ‘Catch me if You Can’ there is a particular scene that occurs a few times within the film that involves young Frank Abagnale Jr having a conversation with FBI officer, Carl Hanratty, over the Christmas period; this is significant because on a day which is usually spent with family such as Christmas Eve, Frank decides to call Carl which shows that he is lonely as he has no one else to call which brings an emotional response with the audience which is a feature of a drama film.

In conclusion, the Shawshank redemption shows various elements that make the film such a sensitive and distinctive screenplay and produces a brilliant crime drama. The film has the sense of mystery and surprise throughout; which makes the typical prison life story expand into different areas such as, friendship, survival and enterprise.

Catch me if you can be a film that turns the 19 years of Frank Abagnale Jr’s life into an astonishing crime drama that covers various real life situations including, troubled childhood, parents separating and rehabilitation.

Assignment 1: Analysing radio adverts

Radio advert 1 - Carphone warehouse (its a mirale!)

The message that is established in this advert is that Carphone Warehouse treats their customers phones like a doctor would treat its patients in hospital and are suitable for ensuring a longer life for a customers mobile phones. This advert is has a humorous because it contains comments that is intended for the audience for to find funny, this helps to make the advert more impactive and therefore rememberable. As well as the style of fiction is implemented because the narrator in the advert promotes Carphone Warehouse through telling a fictional story about a mobile phone being needed to be fixed at Carphone Warehouse and then goes to to outline all the offers and promotions that Carephone Warehouse provides; which means a seductive style is shown through the gentle persuasion hidden within the fictional story. As well as surreal is shown because the advert trys to implement human qualities on an object, mobile phones can not get ill.

The sole purpose of this radio advert is to promote the brand, Carephone Warehouse, through narrating a fictional story in third person about the brand. The narrator provides information about the services that the brand offers; for example, the main offer that is mentioned is a guarantee that if a mobile phone has persistant problem they will provide that customer with a brand new one. This specfic offer is the main persuasive idea to obtain the audience attention to the brand.

The character involved in the advert are the mobile phone (which is called Mobly within the advert) and the narrator (the owner of the mobile phone). The mobile phone character has very high pitched voice and implemented comments in the background of the narrator throughout the advert, until towards the end of advert when the narrator acknowledges the mobile phone and they have short conversation between each other. The narrator has soft, gentle and formal voice that makes the audience feel more welcome because of the friendly attitude.

This advert doesn't use the effect of music within this advert and rely on the dialogue to create a persuasive technique. The use of the offers when repairing a customers mobile phone is used as the unique selling point within the advert. this is can then be seen as a benefit for the consumers through the guarantee of persistant phone problems and the 14 day repair guarantee helps to secure customers when purchasing mobile phones from this brand.

Carphone Warehouse have to be aware of harming or offending their audience within its advert because the accent of the narrator could come across as offence to a certain audience. As well as misleading adverting with incorrect information can lose customer loyalty, which in this case Carphone Warehouse could provide incorrect facts about their 14 day guarantee where it may not even be a 14 day guarantee it could only be 10 days which will aggravate their audience.

Radio advert 2 - IKEA ('don't have a nightmare this christmas')

This radio advert makes it clear of the message being represent through the title, 'don't have a nightmare this Christmas', which is that IKEA will provide you with all the home ware needed for Christmas.

The styles represented in this advert is pastiche because in the beginning of the advert. it imitates an old fashion horror film trailer to apply to their brand and create a scary and horrifying atmosphere which can also be applied to the message of this advert. As well as immediacy is used within the advert; this is because the advert is intended for customers to start purchasing for the Christmas period, which shows it is offers that are limited and is happening soon. The advert is also a simple style because the is a generally a straight forward concept.

The main purpose of this business, IKEA, is to build awareness of their products and services during the seasonal period of Christmas. the advert is to gain the attention to public and keep the brand in the public eye during the christmas period. it is more about the brand rather than the product because it doesn't have much new to offer in this advert, but it is trying to take advantage of customers for the seasonal period.

There is a use of multi voice dialogue, it begins with an aggressive, loud voice over through the demonic violin music to create the horror trailer affect; it then continues on to a deep but gentle formal voice over to end the advert. The gentle formal voice over towards the ends it with a direct address to the audience to make the listener feel more persuaded into buying from the business.

By embedding the background music in the music in the beginning of the advert it is used to create a typical horror theme, this is because the idea was to make it represent a nightmare from not having the correct home ware. The terrifying scream as a sound effect also adds to the scary and horror atmosphere that is being applied because screaming is a convention in the horror genre. The combination of the aggressive voiceover and music, contribute the mood and atmosphere.

The advert implements fear in the minds of the audience to make the advert distinctive and more effective, this can also be referred to as persuasive technique. This is because it is an hidden aggressive way of persuading, its as if they are telling the listeners that they have to buy new home ware from IKEA otherwise it will create a nightmare christmas. It is saying that it will benefit the customer because it will prevent customers from experiencing this nightmare.

Within these radio adverts there are numerous codes of practice that have to be considered in order top cover the regulation guidelines these would include children, which are rules that should be considered when creating ads for children or implements children in these ads; harm and offence, which are rules that are involved to not harm or serious offend the listeners; misleading advertising, these are rules that prevent the advert from telling incorrect facts and having to provide evidence with these facts and others like incorrect pricing.

Assignment 29.3 - Music Video

Styles, convention and techniques worksheet

Lyric interpretation

This is when the lyrics of the music isn't instantly obvious to the audience in terms of understanding and the video encourages the viewers to think about what lyrics of the music video means. It involves what does it have in the music video which contributes to the lyrics of the song. This aspect makes the music video more engaging to the audience.

Extending or consolidating song's meaning

A music video can contain something within the video which further extends or consolidates the songs meaning, this can be through the music video telling a story in representation of the song or it can be through the video simply just containing characters or items within the it to refer to the songs meaning. This is way of helping the audience understand the theme of the song.

Focus on performer

This is when the music video aims to keep the main focus on what the artist is doing throughout the video. This can be because the idea of video is to make it clear to the audience of the various talents that the artist is active or it could be to show the mannerisms and expressions of the performer. For example, the camera could be focusing on the performer because they are active in a band performing live and playing numerous instrumental. This will mean the viewers will get a better understanding of the artist themselves.

Lighting for mood

The lighting in the video can be used to represent different moods. For example, dark and cool lighting may be used to represent a sad mood and a bright and warm lighting may be used to show a happy or exciting mood. This can play a big part in terms of emotional response for the audience.

Allusion

This convention means referring to other things. This is another way of referring to a parody or a pastiche/homige, which means mocking or intentionally creating a comic affect of different media content. Allusion gives the affect of humorousness towards the audience and is usually targeted at a younger audience.

Examples of music videos using techniques 

Special effects

Kanye West - touch the sky ft Lupe Fiasco

Multi-image 

Queen - Bohemian Rhapsody

Cutting to a beat 

R Kelly - Same Girl

Animation

Caravan Palace - Lone Digger

Reference to or includes another artist 

Eminem - Without me

Styles 

Illustrative - this is a style that involves using the lyrics of the song as a basis for the visuals implemented into music video. this means that the lyrics and the visuals have a strong connection between them. An example of this being used an existing music video is for Krept and Konan's My Story that telling a story and the drama in the visual helps to reflect it.

Interpretative - this involves the audience having to think deeper in terms of the song meaning this is determined more from the scenes of the music video and not literally from the lyrics. The bond between the lyrics and the visuals may not be instantly obvious  to the audience. An example of a interpretative style is used within the music video of Fatboy Slim - Weapon of Choice. This Artist creates continuous speculation throughout the video and has the audience confused from the bond between the visuals and the lyrics.

Surrealist - is a style put in to place to break the boundaries and brings out the creativity and wild imagination into the video between fantasy, dreams and reality all implemented into one element. This means using peculiar imagery and creating dream-like quality to be build a memorable effect upon the audience. The music video of Lady Gaga's Bad Romance is a good example of a surrealist style; she uses various surrealist imagery through costumes and the setting to create a memorable picture in the viewers mind of the video.

Pastiche/homage - involves one media text implementing incentives that refers to another media text as a tribute or in an affectionate way. the term, intertextuality, is used when one media text refers to another. An example of a Pastiche is Christina Aguilera's 'Lady Marmalade' which is a tribute to Moulin Rouge. 

My styles, conventions and techniques presentation

Assignment A: Television Advertising (part 3)

The Water Aid advert 2013 is a sad and serious advert which try to attract its audience through a realist form. This is because it uses an example of real life girl 'Genet' who lives amongst very poor conditions and is suffering from drinking dirty water, which is the problem that the advert is trying to promote. It is also showing a documentary form advert because of the narration that the advert consists of describing Genet and promoting the cause of the advert. This is mainly targeted at over 18's due to the fact that those are usually the people with the money to donate to the cause and it clearly explains that those donating have to be over 18

Water Aid is very serious topic/cause which is trying to being sold to the public and is shown to be a very dramatic type advert. It creates an emotional attitude throughout and builds up a story from the beginning on the background information of the main character in the advert, Genet and goes into how she is a victim the Water aid cause. This shows that the advertisers are creating  a drama on basis of the girl, Genet.

we can see from this scene that that Genet is represented to be in struggling circumstances the use of this medium shot is to get a clear image of her arched back with the yellow bucket and the blue jug to show create empathy with the audience. The Setting of this shot is shown to be rugged, rough and dusty along with unhealthy plants which further creates a dying and dirty atmosphere. As well as the dull and plain colours within the scene all are implemented to create an sad and emotional attachment with the audience. The emotional atmosphere can also be seen as a persuasive technique to make the viewers feel as if they have to help the donate to the cause. This attitude can be seen as aggressive because the advert is as if it is speaking directly to the viewer and putting the responsibility on to the viewer.


The close up camera shots being used within the advert are used to get a clear visual of Genet's sad facial expressions which also used to create empathy for her this is because it is common for people to feel empathy to the younger generation especially the innocent girl image that's been shown here. they then use her emotions to persuade the audience to donate to the water aid cause.


The use of panning movements is used to put the audience in the same shoes as Genet and also panning movements gives off a clear image of the pain and agony as she walks along her body language furthers tells us this. As well as the slow paced and gentle editing between different shots makes it highlight Genet's walking more thoroughly showing that the advertisers want the audience want to keep their focus on Genet.

The tone of the narrator is light and soft and is almost as if he is begging the audience to donate which is suggested through the depression in his voice. As well as the gentle string instrument being played towards the end of the advert, adds further to the emotional attachment with the audience.

The Advert applies the lifestyle appeal by bringing the audience to the realisation that the viewers are living in conditions which in comparison to the poor conditions in the advert are much more comfortable and Water Aid make the viewers feel as if they are selfish for not acting. Water aid create the emotion of fear from the pressure created from the aggressive attitude aimed at the viewers  if they don't donate; however it can also build the emotional response of sadness from the circumstances being presented to the audience.

Water aid reveal that they are focused on achieving that everyone lives on clean water by the year 2030, this target that has been revealed by the narrator within the advert shows that the Water aid project is organised in achieving its cause. This also shows determination, which compared to other clean water projects where they aren't able to give a set time period on when they think they will achieve their cause and showing uncertainty. The brand shows identify from its Water drop logo which can be referred back to Water Aid.

Assignment A: Television advertising (part 2)

The 2012 Southern Comfort advert is for an alcohol product so this means the advertisers are targeting their product at adults aged 18 years and over because people under the age of 18 are not allowed to drink alcohol. This also means the advert may contain more traditional methods of attracting its audience, for example, it may focus on a slower paced and gentle advert whereas a Nike advert aimed at the younger generation will generally be more energetic and fast paced. Southern Comfort presents the advert in a very realistic and simple way. It consists of a middle-aged man who is quite portly, who is strolling along the beach on a sunny day. There is nothing surreal in the scene, just an average beach setting. However, there is an aspect of anti-realism in the scene when the middle-aged man brings a glass of the Southern Comfort product into shot because it is uncommon to see someone with a glass of alcohol on a beach which makes it a slightly surreal situation.

Southern Comfort presents their advertisement as humorous. This style is shown through the body language of the middle-aged man in shot. He expresses himself as sexy, good-looking and with very high self esteem but to the eyes of the viewers he just looks quite overweight and not as handsome as he portrays himself to be. The fact that he comes across as so self confident, creates the image that he is just embarrassing himself and that leads to the humorous side of the advert being highlighted. As well as this, it has the aspect of being a parody of typical adverts in beach settings which tend to feature young and fit men, such as the Oykos yoghurt ads starring Mark Wright.  It seems as if the middle-aged man is mocking this idea because of his mannerisms which suggests he is trying to create a parody.

In this particular shot we can see the various vibrant colours being shown here, this use of warm and bright colours, such as, brown, orange and yellow, in the scene indicates a happy environment and the colours also can be in relation which the colour of the drink which is also brown and orange. This can be referred back to the happy facial expressions of the middle-aged man throughout the scene. The setting, which is on a beach and the lighting, which is bright and sunny, imply that the advertisers are trying to create a relaxed and calm response among its audience because of the assumption that a great deal of people go to the beach to get comfortable and the sea wave sounds are associated as calming. Most of the people in this shot appear to be slim and healthy which contrasts with the main character. The people in the background of the shot are very revealing because everyone in shot is in bikinis and swimwear meaning they have very little clothing on. From this information one can infer that the background shots serve to make the middle-aged man stand out even more to the viewers to show him as if he is out of place. These aspects that are in the camera shot can all relate to the slogan of the advert, 'whatever's comfortable'. The use of this medium shot is very effective as it greatly highlights the theme of the ad.

The advertisers use numerous camera techniques to emphasise their selling points. Shots such as medium and close ups, as well as the camera movements for example, panning and tilt are used within the advert all for a specific reason. Close ups are used to show the facial expressions and the emotions on the face of the middle-aged man clearly to the audience. He is shown to have a happy and confident look on his face from the view of the close up and this expression seems to remain constant through the entire ad. This is because this use of close up also implies that a feeling of happiness and strong self-esteem is the effect that the product they are trying to advertise has on its consumers.



Medium shots are also used to reveal emotion through gestures and body language rather than facial expressions.  In this case, the viewer sees the middle-aged man's confident walk and the swimming trunks he is wearing. this confident walk is also seen with a panning shot so show the movement of the middle-aged man more thoroughly. Also, the warm colours in the background emphasise that it is a very hot day which most viewers would probably enjoy spending at the beach.  The viewer can also see that most of the people in the background are young and good looking, which highlights that medium shots can be used to reveal a clearer view of what the scene consists of. Later in the ad, another medium shot shows the man bending towards and nodding at some young people who walk towards him and then past him, which suggests that he sees himself as just as young and good looking as they are. Furthermore, this shows gestures and body language being used in the medium shot.



A tilt is used to show his status and importance as a character within the advert. This is because its shows the dog to be following the middle-aged man and then as the dog wonders past the camera tilts from low to a high angle on to focus on the middle-aged man. It can be inferred that it creates this shot to show that the dog looks up at the man as cool and idolizes him, which would be suggested from the dog following the man. This leads to the assumption that the alcohol product is the source of his confidence.


The camera angles are commonly at the point of view of an average human being, meaning that the idea that is trying to be implied here is so the audience can feel as if they are apart of the scene and experiencing it for themselves. As well as, a zoom is shown towards the end of the advert when it uses a close up of the mans torso holding the Southern Comfort product. This is used so the viewers can get a very clear image of the product being adverted which is a vital image to be put into the advert because most customers would like to see the product before purchasing.

The music used in the background throughout the video creates a peaceful and calm mood within the advert which further refers back to slogan for the product 'Whatever's Comfortable', this is because of the comfortable and relaxing attitude that the soundtrack brings to the video.

Majority of portly and middle-aged men would not walk down a beach in their swimming trunks in front of clearly fitter and healthier people with barely any clothing or be brave enough to, as well as have the same high self-esteem or self confidence as the middle-aged man in the advert. However, Southern Comfort create the image that their product will change your mood to being more relaxed and comfortable with situations such as the example in the advert. This is therefore creating a lifestyle appeal which some consumers can relate to. As well as this advert of the portly middle-aged man walking down the beach is a very unique idea for a advert and means that when this particular type of advert is seen again it can always be referred back to the product, Southern Comfort; The humorousness of this advert also creates a memorable attachment back to the advert.

The advertisers represents the product a cool, fashionable and very sophisticated drink compared to an basic and everyday alcohol drink from the way the middle-aged man presents himself through his body language and his masculine walk, which is as if he is of an higher hierarchy than other people on the beach. another benefit of the product is that the drink attracts a happy environment and comfort, whereas drinking alcohol usually attracts aggression and trouble. Southern Comfort use the word comfort to base the attitude towards the drink; As well as the word 'comfort' or 'comfortable' is used as recognition towards the brand in the alcohol industry, along with the slogan 'whatever's comfortable' which all can be referred back to the brand Southern Comfort as brand identify.


https://www.youtube.com/watch?v=Uq-9QBUmELA