Codes and Conventions
Video 1 - Honda: The Cog
This video uses the parts of the Honda car to show and imply how much of an intelligent design it is. It is shown using one long panning shot which suggests all parts are connected, also this creates interest into what's happening. It is animated as creating this in real life would prove to be a real challenge. Sound effects exaggerate each part of the car e.g. the metal "clinking" sound. The music doesn't come until late in the video. But when it does the different parts of the song are clearly defined- Drums, Shaker, Claps, Bass; alludes to the many different parts of the car we just saw. The music is also very uplifting and happy to evoke a happy feeling from the viewer. A voice over at the end says "Isn't it nice? To have something work", which references all of the intricate Honda parts working to create this video and also the car.
Video 2 - Skoda Fabia: Original Cake Car
The message in this video is that building a car is much like a recipe. The setting here makes the kitchen look as if it is a Lab, this is to show the car is well thought out and well made. The music is very soft, making the car look 'sweet' and attractive. The white clothes emphasise the cleanness of the making proceeder and thus the cleanness of the car. The lyrics "Favourite things" makes it seem like the car might become the audiences new favourite thing. The video ends by saying "the new fabia, full of lovely stuff" which explains why they built the car out of sweets. This is aimed at women as typically they enjoy to create food from recipes, and thus can relate to and find this advert humorous.
Video 3 - Volkswagen: The Force
This video was on during the Star Wars re-release in cinemas, to gain talk and appreciation from the fans. The beginning shots mimic an iconic scene from star wars, this is to homage to the film. It is set at medium pace, this is for us to focus on the content and what is happening within the scene (building suspense as we don't know whether his powers will work or fail. The setting is a family home, this is done in the hope that the audience will create links to their own life's. The music used here is the Star Wars death march, which is iconic and is done to catch the audiences attention.
Video 4 - Nike: The Mission
This video mixes football and spy/actions films to create an exciting atmosphere. I believe this came out as a Mission Impossible film was released to gain increased exposure as fans of the film would be drawn to this advert. The 'Weapons' that allow them to carry out the mission are the Nike football trainers. The shots are quick cuts to create a fast pace with close ups of feet/the ball as well as faces while they're kicking. The lighting here is very dark with. Music here feels extremely rocky which is used and very suitable for the the action.
Video 5 - Nike: Brazil vs Portugal
The idea of this video is to get the viewers attention quickly rather than provide information; this is as Nike are already a huge very well known brand and the aim of this advert is to keep them fresh in the audiences minds as they most like know what Nike sells. There is a voice over at the start to give us an insight to what is to what the setting is, "Brazil vs Portual" two huge well known teams. It is set at a football stadium yet not on the pitch; again so the video is distinct and not what the viewer initially believes. It is also possible that a visitor to any stadium will remember the advert and thus Nike when they enter. Music here it is used to create a humorous atmosphere to the game: an viewer would normally expect fast rock style music to be present to emphasize the pace and seriousness, however in this video it is a moderately paced upbeat song called "Papa loves Mambo" making it stand out from other adverts. Cutaways here are used to show famous footballers who are not involved in the game, so the audience who recognize them will have a better chance at remembering/talking about the advert as they can associate people they look up to within it. An effect used here is slow motion, This is to create a tense feeling within the viewer as we do not know what's going to happen and the slowness makes us wait for longer
Video 6- FIFA 10: "How Big Can Football Get?"
This advert is for the game FIFA 10, created by EA sports. In today's world where football is arguably the worlds most famous sport; the Voice Over is used to present the current facts/exaggerations of the game, from thousands to millions and billions all leading to the Question "How big can football get?" a question that will stick into the viewers minds and link them back to this advert. Sound here emphasizes the content e.g. kicks are quite loud and prominent. Also the cheers create an uplifting atmosphere within the video to give the audience the impression they are achieving something. The music used is upbeat orchestral music becoming more prominent as the video goes on (it can be considered to grow with the facts). Cut aways are used in this video to emphasize the things said by the Voice over e.g. The Goal full to the brim with footballs (which is also quite surreal).
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