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
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