Saturday 1 June 2013

Film Editing

As early films were not edited, audiences soon became bored, leaving them eager for something new and exciting. The subject matter of these early films were everyday activities, which were also uninteresting to the viewer. The earliest films in the 1900’s involved no editing, meaning that the entire film was filmed in order


On February 13th 1895 the Lumière Borthers invented their own device combining a camera, a printer and a projector, called the Cinématographe. The inventor/s of the Cinématographe is highly debated. Some claim that the Cinématographe Léon Bouly was invented by French inventor Léon Bouly on February 12, 1892. It is said that Bouly was not able to pay for his patent the following year, and Auguste and Louis Lumière's bought the license. The first commercial public screening of cinematographic films happened in Paris on 28 December 1895 and it was organised by the Lumière brothers. The Cinématographe was also exhibited at the Paris Exhibition of 1900. At the Exhibition, films made by the Lumiere Brothers were projected onto a large screen measuring 16 by 21 meters.

In 1895 the Lumière Brothers created the first comedy film, The Sprinkler Sprinkled. Auguste Marie Louis Nicolas and Louis Jean were the earliest filmmakers in history.



As you can see (and hear) the film was filmed in black and white and had no sound. 

George Albert Smith attended The Lumière programme in Leicester Square on March 1896, after which he and local chemist James Williamson acquired a prototype cine camera from a local engineer. In 1897, with the technical assistance and chemicals purchased from Williamson, Smith turned the pump house into a film factory for developing and printing and developed into a successful commercial film processor as well as patenting a camera and projector system of his own.

George Albert Smith was a stage hypnotist, psychic, magic lantern lecturer, astronomer, inventor and one of the pioneers of British cinema. He is best known for his controversial work with Edmund Gurney at the Society for Psychical Research. His short films from 1897 to 1903, pioneered film editing and close-ups.  

The Miller and the Sweep, released in 1897, was George Albert Smith's first film created with his newly acquired camera. 


The Miller and the Sweep is a short black and white film that features a miller carrying a bag of flour fighting with a chimney sweep, also carrying a bag containing soot in front of a windmill, before a crowd comes and chases them away. 


After this film release The Kiss in the Tunnel followed in 1899. It shows a couple sharing a brief kiss as their train passes through a tunnel, which is said to mark the beginnings of narrative editing as it follows a clear order. 


Grandma’s Reading Glass, a short silent film, was released in 1900. It features a young man who borrows a huge magnifying glass to focus on various objects, which was shot to demonstrate the new film technique of close up. This film is said to be  one of the first films to cut between medium shot and point-of-view close-up.


The Sick Kitten was released in 1903, another silent comedy film. It features two young children tending to a sick kitten. This short film is said to continue the editing technique that Smith first explored in Grandma's Reading Glasses' (1900) but "without the circular black mask to differentiate it," as "Smith believed that his audience would have grown more sophisticated and would be able to tell the difference between a medium shot and close-up without prompting."

Cecil Hepworth was a British film director, producer and screenwriter. He was one of the founders of the British Film Industry. He owned the Walton Film Studio, which would produce about three films a week. 



In 1905 he co-directed Rescued By Rover with Lewin Fitzhamon. It starred a collie dog in the title role. This film  was a huge financial success and the film is now regarded as an important development in film grammar with shots being effectively combined to emphasise the action. Hepworth was one of the first to recognize the potential of film stars, both animal and human, with several recurring characters appearing in his films.

Edwin Stanton Porter was an American early film pioneer, most famous as a director with Thomas Edison's company. In 1899 he joined Thomas Edison's manufacturing company and he soon took charge of motion picture production at Edison's New York Studios, operating the camera, directing the actors, and assembling the final print




Edwin directed the film, The Great Train Robbery in 1903. The one-reel film, with a running time of twelve minutes, was assembled in twenty separate shots, along with a startling close-up of a bandit firing at the camera. It used as many as ten different indoor and outdoor locations and was groundbreaking in its use of cross cutting editing to show simultaneous action in different places. No earlier film had created such swift movement or has used such a variety of scenes. The Great Train Robbery was enormously popular up on its release. Its success firmly established motion pictures as commercial entertainment in the United States.


David Wark Griffith, better known as D. W. Griffith, was a premier pioneering American film director. He is often considered the most important figure of American cinema for his command of film techniques and expressive skills. Griffith's film The Birth of a Nation, from 1914, made pioneering use of advanced camera and narrative techniques, and its immense popularity set the stage for the dominance of the feature length films, instead of the common short films. This film is very controversial for its negative depiction of African Americans and its positive portrayal of slavery.The film was widely criticized and subject to boycotts by anti-racist organizations. Griffith responded to his critics with his next film Intolerance, intended to show the history of prejudiced thought and behavior. The film was not a financial success but was praised by critics. 

The Birth of a Nation began filming in 1914 and pioneered camera techniques such as the use of panoramic long shots, the iris effects, still-shots, night photography, panning camera shots and a carefully staged battle sequence featuring hundreds of extras to make it look like thousands. It also contained many new artistic techniques, such as color tinting for dramatic purposes, building up the plot to an exciting climax, dramatizing history alongside fiction and featuring its own musical score written for an orchestra. The 190 minute long film was the longest film of its time.

Lev Kuleshov was a Soviet filmmaker and film theorist who taught at and helped establish the world's first film school, the Moscow Film School, in 1919. For Kuleshov, the essence of the cinema was editing, the juxtaposition of one shot with another. To illustrate this principle, he created what has come to be known as the Kuleshov Experiment. In this now-famous editing exercise, shots of an actor were intercut with various meaningful images in order to show how editing changes viewers' interpretations of images, known as The Association of Ideas. 


Sergei Eisenstein was a pioneering Soviet Russian film director and film theorist who is often called the 'father of montage'. Eisenstein was a pioneer in the use of montage. Both Eisenstein and Lev Kuleshov argued that montage was the essence of the cinema. Eisenstein believed that editing could be used for more than just expounding a scene or moment, through a "linkage" of related images. Eisenstein felt the "collision" of shots could be used to manipulate the emotions of the audience and create film metaphors. He believed that an idea should be derived from the juxtaposition of two independent shots, bringing an element of collage into film, known as Intellectual Montage. 


Sergei Eisenstein directed a film called Strike in 1925, his first full length film. It ran for 82 minutes and was black and white. The film depicts a strike in 1903 by the workers of a factory in Russia and their subsequent suppression. The film is most famous for a sequence near the end in which the violent suppression of the strike is cross cut with footage of cattle being slaughtered, although there are several other points in the movie where animals are used as metaphors for the conditions of various individuals.

Alfred Hitchcock was an English film director and producer. He pioneered many techniques in the suspense and psychological thriller genres. After a successful career in British Cinema in both silent films and early films with speech Hitchcock moved to Hollywood in 1939. He is billed as England's best director. Although Hitchcock directed many other films his most famous film was horror film Psycho, released in 1960. The most famous scene is the shower scene, below. 
This sequence of moving images is edited using the technique Intellectual Montage to add suspense. It is seen here in a single frame. 



The purpose of film editing is to improve the filmed footage and to make sure all of the scenes are in the right order ready for viewing. Editing also helps get rid of unnecessary footage and allows the producer to select the best scenes. This also stops films from being monogamous as editing allows the producer to add in different scenes, such as scenery and a range of different shots, such as close ups of the characters faces.

Editing can create a sense of time and place for the viewer, for example Fast Motion can be used to show time passing rapidly. Fast motion editing is when a scene is sped up to make it move rapidly. To do this a producer will speed up the frame to make it move faster than the rest of the sequence. This is used to  build suspense and it adds tension to a scene. Below is a clip from the film 2 Fast 2 Furious from 2003. The reason fast motion editing is used on this scene is to make it more dramatic and to add tension, meaning the viewer will be captivated by what is happening. It also adds an element of danger to the scene as the viewer feels as though they are in the car driving at such a fast pace as well as the characters.



Slow motion can be used to show when something awful is happening or when a character is unwell, for example if somebody is about to be hit by a car it could be shown in slow motion to add tension. Or if a character is unwell the scene could be edited to show the viewer how the character is feeling and to show their POV. Slow motion editing is when a scene is slowed down to make it slower than the rest of the sequence. The clip below is from 2004 film Mean Girls. it features a group of girls walking down a school corridor and it is shown in slow motion. The reason for this is to make it appear that when they walk down the corridor people stop and stare. This scene is also mixed with jump cuts to mix different scenes with this scene, to make it more interesting for the viewer.


Transitions are used to disguise when one scene merges with another. A dissolve fade is used in the film Die Hard 2, from 1990. This can be seen in this clip at 0:53 to 0:54 where Bruce Willis's face is seen fading from one expression to the other. This was used to disguise a cut in the scenes as one clip merges with the other. 


Parallel editing (cross cutting) is the technique of alternating two or more scenes that often happen simultaneously but in different locations. If the scenes are simultaneous, they occasionally culminate in a single place, where the relevant parties confront each other. This type of film editing is used to add suspense to a scene as we can see what both characters are doing but they cannot. For example this scene taken from 2012 James Bond film Skyfall shows James Bond's family home being invaded. We see him defending his house and the enemy invading it.


The most basic and common type of transition is a straight cut. A straight cut happens when one shot instantly replaces the other. Cuts are so widely used that feature length movies normally contain thousands of them. Cuts are essential for the effects of juxtaposition, especially as demonstrated by the Kuleshov Experiment. Although most cuts exist simply for a technical need, the abrupt replacement of one shot by the other often demands a certain interpretation from the viewer. A cut is seen in this clip below, taken from 2008  James Bond film Quantum Of Solace. The very start of this clip features a straight cup, one second it is showing the female lead shivering and the next it cuts straight to James Bond. This is used to switch characters easily.


A shot-reverse shot is used to show when one character is shown looking at another character and then the other character is looking back at the first character. An example of this is below, taken from the 1966 film The Good, The Bad, The Ugly. It is used to add tension as the camera uses long shots, close up and extreme close ups to show the characters faces guns. The viewer knows that somebody will be shot but they do not know who and when the will be shot. 



Monday 29 April 2013

TV Advertisement: Sources Of Information

Space City Productions:


Space City Productions is a London based advertising production company that creates television advertisements for a broad range of clients. They have been producing television advertisements for over twenty years. They pride themselves on working cost effectively, keeping costs low whilst producing top class advertisements. They have their own recording studio to record audio and two HD edit suites. Space City also help to cast parts for advertisements. They also produce radio advertisements.

They have worked with brands such as Ryvita, Typhoo, Moon Pig, Sudocrem, The AA, Rolo, Primula, Optical Express, Liverpool Victoria (LV), Groupon, ProtectYourBubble.com and Prudential.

Space City specialise in advertisements that get audience responses, including hard hitting direct response advertisements and brand promoting brand response advertisements. These are specially designed to encourage the viewer to actively respond to the advert.

They prefer to make short, snappy and clever advertisements to promote a brand, running for thirty seconds and less. 

http://www.spacecity.co.uk/

Guerillascope:

Guerillascope claims to be the UK's fastest growing television advertising agency. They have a team of television planners and buyers that formulate targeted, direct response television advertising campaigns primed for boosting conversion rates helping companies get a good return on investment. Their reputation has been built on the cost-efficiency and flexibility of their television advertising strategies, which are developed from researching television advertising reports, sector analysis data, overnight television viewing figures and comprehensive evaluation of television spot times.



Guerillascope facilitates small to medium-sized businesses with cost-effective launch pads into the television advertising market. Their strategy is to amplify brand awareness. They follow the UK’s top 20 television channels to make sure they advertisements air on the right channel. This is based on official BARB television viewing figures, audience demographics and programming best suited to effectively connect with the target market.



The stations that they work with vary across the country. ITV, Channel 4 and 5 all cater for local business interests with regional TV advertising platforms to varying degrees. ITV is broken down specifically into 13 macro regions, including London, Central, Granada and Meridian. Channel 4 provides a broader, less concentrated framework of 6 regions – Scotland, The North, Midlands, South, Northern Ireland and London, whilst Channel 5 is broken down into even fewer TV advertising regions; namely Scotland, The North, Part Network (covering the South and Wales) and London. Regional television advertising allows businesses to target specific areas relevant to a service or product, whilst also providing a test pad prior to national roll out.

They have worked with companies including HP computing, ProtectYourBubble.com, ZEON Health Care, Rubies Marquerade, ITV, Sky and Twinlakes.

http://www.guerillascope.co.uk/

Wednesday 17 April 2013

TV Advertisement - Questionnaire and Results

Below is the questionnaire that I created after reviewing the four television advertisements in this blog. I showed fifteen members of the public the television advertisements and then asked the following questions about the advertisements and the factors that they think are important when creating a good television advertisement. 

Question One:

Which television advertisement did you enjoy the most? (Circle or tick one)

+   McDonalds Breakfast Wrap
+   Capital FM
+   E-Lites Electronic Cigarettes
+   Cadbury Crème Egg

Question Two:

In your opinion which genre makes the most memorable advertisement? (Circle or tick as many as required)

+   Romance
+   Humour / Comedy
+   Action
+   Music
+   Fashion
+   Beauty Products / Cosmetics
+   Sport

Question Three:

Do you like when an advertisement is narrated? (Circle or tick one)

+   Yes
+   No

Question Four:

Do you think that a tag line / catch phrase is an important factor in advertising? (Circle or tick one)

+   Yes
+   No

Question Five:

Do you think that featuring a celebrity in an adverting campaign makes it more effective? (Circle or tick one)

+   Yes
+   No

Question Six:

How long do you think that a television advertisement should be? (Circle or tick one)

+   10 - 20 seconds
+   20 - 30 seconds
+   30 - 40 seconds
+   40 - 50 seconds
+   50 + seconds 

Questionnaire Results:

After I had collected my surveys I put all of the answers into a table below.  I then created a variety of charts using these answers to show the results of this survey, conducted on fifteen people. 
Question One -

Overall the people that I surveyed enjoyed the Capital FM advertisement the most. This was interesting as this was the only television advertisement I included that features celebrities, of which 87% said that they thought that this made a television advertisement more effective (see question five). The next popular advertisement was for E-Lites, which featured a baby dancing to Gangnam Style. Again this ties in with another question, (question two) where most people surveyed said that they thought that using humor or comedy in an advertisement made it more memorable. The people surveyed enjoyed the McDondalds advertisement and the Cadbury Creme Egg advertisement as much as each other. 

Question Two -


Humour and comedy seemed to be a popular choice when making a memorable television advertisement, along with music. Fashion and beauty items were a popular choice along with featuring romance and relationships. Sport was the least popular option. 

Question Three -



The results of this question are almost even. One more person preferred a television advertisement not to feature a narrator. This shows that most people do not mind whether or not an advertisement featured a narrative throughout.

Question Four -


Most people surveyed thought that having a catch phrase or tag line was an important factor. Most preferred when an advertisement featured a slogan and said that it helped them to remember the advertisement. This survey has shown me that a tag line or catch phrase helps to make an advertisement memorable.
Question Five -

This questionnaire showed that most people surveyed thought that using a celebrity to endorse a product made the viewer more likely to purchase a product. Of the people surveyed, Thirteen out of the Fifteen agreed that celebrities helped to sell products.



Question Six  -

Overall the people that I surveyed thought that shorted advertisements were more effective that longer advertisements. A third of the people preferred a television advertisement to be between twenty to thirty seconds long. The next popular answer was between ten to twenty seconds, with some saying that a 'short and sweet' advertisement is very effective. Only one person enjoyed advertisements that were longer than fifty seconds long, saying that they enjoyed when an advertisement told a story.

TV Advertisement - Standard Occupational Classification

The Standard Occupational Classification is a governmental system used to categorize the economic and social classes of occupants depending on job type. In the UK this is used by Media producers to define their target audiences. This allows them to market products directly to each specific social class depending on their media consumptionBelow is a chart that I created to show the Standard Occupational Classification in the UK.

Demographics are statistics used to define of a population. Demographics are used to identify subsets within a population which characterize that population at a specific point in time. These demographics are used widely in marketing to define target audiences. Demographics are used to find out things about a population or a group of people, such as their gender, age, ethnicity, language, religion, disabilities, home ownership, income, employment status and location. Along with the Standard Occupational Class, Demographics can be used to create demographic profiles, defining the target audience by the things they like, the amount of money they have to spend, their income and their media consumption.  This is used to define a group or marketing sector that a product will be aimed at, otherwise a product could be marketed to the wrong age range, gender or social class, meaning they would not make as many sales. For example, sanitary products would not be marketed at men as they would have no use for them, nor would a teenager have any interest in going on a SAGA fifty plus holiday. Demographics are important when producing an advertisement to target a certain audience as these help to define the people most likely to purchase a product. This allows marketers to target their advertisement at the right audience. For example an expensive product, such as a car or watch, could be targeted  to the older generation with more money to spend as they are more likely to have a higher paying job or at the younger generation who have well paid jobs or those who are very wealthy.


Research showed that the majority of television viewing in the UK emanates from the C2DE demographic. When measured against all day parts, the split between ABC1 and C2DE is marginal, however, when focusing on specific day parts such as daytime the difference grows, reverting back to a more even standing when centered on the breakfast and peak time television day parts.

Typically, women consume more television content than men, though again this is dependent on the television channel and its content. When focusing on age, it becomes apparent that daytime viewing exhibits a high prevalence of older adult viewers; namely the 55+ demographic, whilst housewives and students also hold a notable presence. Evenings typically see the arrival of a strong 16-34 viewership.

Linear TV viewing in the UK has broken numerous records in recent years. In 2010 it penetrated through the 4 hours a day mark for the first time. The average TV viewer watched 4 hours, 2 minutes of linear TV a day in 2011. Of all the linear TV we watched in 2011, 90.6% was watched live.


The Standard Occupational Classification can be used to define the target audiences for the four television advertisements that I reviewed. 

McDonalds Breakfast Wrap:

This advertisement is aimed at a broad target market. The advertisement features a wide range of different actors of different ages and ethnicities in a range of situations. This shows that anyone can eat this product anywhere. It features a young man who eats the product in a van, showing someone who would fall into the classes C2 and D as they clearly do manual work, such a being a builder or painter and decorater. A man in a smart suit is also shown sitting on a bench in the middle of a city reading paperwork, showing that business professionals can eat the product, such as people who wlould fall into the classes A, B and C. An older lady walking her dog is seen eating the product, showing pensioners who fall into the class E. A middle aged woman eats the product in a box of socks, showing that she probably works manually making socks, who woulds fall into the classes C2 and D. This product has a very broad target market and is designed to appeal to all.

Capital FM:

This television advertisement is aimed at younger people in the socail groups C1, C2, D and E. We know that this advertisement is aimed at young people aged fourteen to middle ages people aged forty from the content. The musicians featured are young and current, menaing older people may not know who they are. Typically their target audience would fall into the social class E as they would typically be in education, either at school, college or university. These may have a part time semi or unskilled job, meaning that they would fall into the class D. Those young people no longer in education and working full time  would fall into the categories C1, C2 and D and those no longer in education and unemployed, such as those on benefits, would fall into the class E.

E-Lites Electronic Cigarettes:

This television advertisement is aimed at people in the social class groups B, C1 and C2. This advertisement is aimed at middle aged to older people, which is shown through the main character, a middle aged man. He is also either a dad or grandad to the baby in this advertisement and as most middle aged people would be in the same position this advertisement is targeted to them, to make them relise what they miss when they leave the room to smoke. The reason this advertisement is aimed at the classes B, C1 and C2 is because by the time people are middle aged they either have a skilled, intermediate or supervisory job, meaning they have a little more money to spend than younger people or lower social classes. Social classes D and below would be less likely to purchase this product ass the advertisement is not aimed at them as it does not feature younger people (apart from a baby) nor does it feature content that they could relate to. Although older smokers, such as those who have a pension, would fall into the category E, meaning this advertisment is also aimed at them as they may have grandchildren. They too would  miss out on important parts of their development by leaving the room to smoke. Nowadays there are many older people that have to get unskilled jobs, such as in retail, meaning that they would fall into the class D. This advertisement has a very broad target market.

Cadbury Creme Egg: 

This television advertisement is aimed at young to middle aged people, although mainly a younger audience, such as aged fifteen and over. The shape of the egg is different and exciting, meaning the product would be fun for children, although this advertisement is not aimed children. A child may not fully understand this advertisement, although they may find the actors facial expressions amusing. As this product is cheap, colourful and the advertiemsnt is humorous rather than serious it is aimed at the social classes C2, D and E. People that fall into the other class categories may still purchase the product they may not be attracted by the advertisement due to the light hearted, humourous style.

References:

http://en.wikipedia.org/wiki/International_Standard_Classification_of_Occupations
http://en.wikipedia.org/wiki/Demographics

TV Advertisement - The ASA (Advertising Standards Authority)

The ASA (Advertising Standards Authority) regulates all media advertising in the United Kingdom. It is run independently (it is not funded by the government) and monitors advertising in all media areas, including television, the internet,  direct marketing and sales promoting. The ASA enforces the advertising codes written by  the Committees of Advertising Practice. They ensure that advertisements are legal, truthful and do not contain misleading, harmful or offensive content.

The ASA act on complaints made by the public (anyone can make a complaint) and take action where necessary.  If they judge an advertisement to be in breach of the UK Advertising Codes, it must be withdrawn or amended and the advertiser must not use the same approach again. As well as working on complaints after an advertisement is published / aired, they also carry out regulatory activities to make sure advertisers stay within the set rules. 

In 2011, the ASA considered 31,458 complaints covering around 22,397 cases. Their work led to 4,591 ads being changed or withdrawn.  

Below is a chart showing the complains for 2012 in each media area. It shows how many cases were brought to the ASA's attention and how many advertisements were altered or withdrawn.




The vast majority of television advertisements shown in the UK are pre-cleared before they are broadcast. Under their licences broadcasters must take reasonable steps to ensure that the advertisements that they broadcast are compliant with the UK Code of Broadcast Advertising. 


If the ASA judges an advertisement to be in breach of the UK Advertising Codes, the advertisement must be withdrawn or amended. The vast majority of advertisers comply with the ASA’s rulings and act quickly to amend or withdraw an advertisement is it breaks their codes. 

If advertisers or broadcasters do not comply with the ASA's rules not only do they face public backlash from bad publicity they could also be fined. They could also be referred to Ofcom, who in severe cases could revoke their licence.

Previous cases:




Maybelline:

In 2011, a makeup advertisement for Maybelline cosmetics, featuring supermodel Christy Turlington, was banned after complaints. The complaints stated that the advertisement did not represent the results that the product could actually achieve. ASA confirmed that the advertisement was misleading, without the aid of before and after shots. It ruled that the advertisement breached the advertising standards code for exaggeration and for being misleading, and banned the advisement from future broadcasting. 

Apple:

Media giant Apple has been involved in two major rulings by the ASA. In 2004 Apple claimed to be selling "the world's fastest personal computer". Their Power Mac G5 system was judged to be unsubstantiated and this slogan was dropped.  

In 2008, an advertisement for the iPhone was banned because of false claims that it could access "all of the Internet". The iPhone could not support of major plug-ins such as Flash, therefore access to some programmers were restricted. 


How could this affect the advertisements that I reviewed?

The four television advertisements that I have featured on this blog were created by advertisers. These advertisers have to be licensed in order to produce advertisements for television. They have to follow the codes in the UK Code of Broadcast Advertising. If any of these companies breached these codes they would be accountable to the ASA and would need to make changes to their advertisement or withdraw the advertisement.  

The advertisement for E-Lites electronic cigarettes is shown on UK television although advertisements featuring normal cigarettes are banned. Cigarette advertising was banned on UK televison in 1965 and cinema advertising followed in 1986. The ASA say that "the new wave of e-cigarette products is set to prove a controversial test of its rules."
"As tobacco and smoking are areas [we] are keen to ensure that advertising upholds high standards of responsibility, we also have rules restricting products similar to tobacco products, references to smoking or tobacco products and the promotion of smoking in general," an ASA spokesman said. "As it stands, it is our view that the advertising of e-cigarettes on TV is likely to be severely restricted, so the kinds of claims and images that could be used to promote them is incredibly limited." Trevor Field, the marketing director at E-Lites, said that it is the first to run a TV ad "relating to smoking" in the UK since 1965 and admits that the goal is not to help smokers stop.Promoting tobacco products in TV commercials is banned by the ASA's advertising code, but it does not prohibit the depiction of cigarettes.
"Obviously it is important for us to comply with all advertising regulations," said Vince McSweeney, executive creative director at McCann Birmingham.
References:

Thursday 11 April 2013

TV Advertisement - McDonalds - Breakfast Wrap

McDonalds - Breakfast Wrap


Structure -

This advertisement for McDonalds features many different people eating a McDonalds Breakfast Wrap. The reason for this is to show that anyone can eat one anywhere. A wide range of different people are featured to show that literally anyone who does any job can eat them. This is a good way to market the product as it means that it appeals to everyone.

The advertisement begins at a McDonald’s restaurant in the morning, showing the viewer where they can purchase the product. We see that it is morning from the sunrise behind the restaurant. This is done to show the viewer that this product is for breakfast time. The next scenes show many different people eating the wrap. They use rhyming words to make the advert interesting, for example 'In a van, with a man', 'Under a brolly, with a Collie' and 'Watching the telly, with a wellie'. This is funny for the viewer as some of the scenarios are made up, such as the wellie scenario. This also keeps the viewers attention and draws them in as they want to carry on watching the advertisement to see what will happen next. The last line of the poem, 'Or just at a table, by yourself', breaks the rhyming pattern to be humorous and to show that it can be eaten anywhere. The previous examples are the least likely to happen as most people would eat the product in a restaurant, so they save this for last.
It follows a non-linear pattern as none of the scenes follow on from one another and they do not tell a story. However, the advertisement does start and end at McDonalds, meaning the there is some order to it and to emphasise where the product can be purchased. The soundtrack is cheery and upbeat, which keeps the viewer in suspense as it builds up, making the viewer interested in what is going to happen next. The music builds up until it gets to the point where we see the man eating the wrap alone in McDonalds. This breaks the music as well as the rhyme. There is a voice over throughout the advertisement, reading the poem and then explain what is in the new breakfast wrap at the end of the advert. He uses the word 'delicious' to entice the viewer and to make them want to try the new wrap. The very end of the advertisement features McDonalds well know theme tune along with their logo to emphasise where the product is from. Most of the scenarios feature people at work, encouraging the viewer to purchase this wrap on their way to work.

It is a standalone television advertisement as there are no similar adverts and it does not follow on from another. However it follows the same style and conventions as most McDonald’s television advertisements, showing the viewer what it advertises. The same male voice is used as a voice over on all McDonald’s adverts which links them all together.

Techniques -

The camera techniques include a long shot at the beginning of the advertisement, highlighting the fact that this is where the product can be purchased. Panning is used in all shots, apart from the final shot where the man is eating a wrap on his own in the restaurant. This is done to keep the viewers interest and to set the scene on all of the scenarios. Down panning is used when we see a man sat on a bench and his shoes are emphasised by the camera as they are spoken about in the poem. When we see a lady sat in a box full of socks the camera zooms out from above. The camera is on a tripod and stationary when we see the man sat eating his wrap alone at the end. This is because the music stops and the poem no longer rhymes, showing that this is the most typical scenario. This is humorous as all of the other scenarios are less likely to happen and they have clearly been included to be silly and funny to the viewer. The end of the advert shows the product in an upwards panning shot, clearly showing all of the ingredients. It is filmed to make the viewer want to eat the product, which is why the McDonald’s logo flashes up at the end to reiterate where it can be purchased.

Lighting in this advertisement is mostly natural., apart from inside, when it is high key. At the very start the lighting on the McDonalds restaurant is naturally lit as the camera is filming a building outside. Most of the scenarios feature natural light as they are filmed outdoors. The scene where the lady is watching television with a wellington boot there are visible shadows on her face, meaning high key lighting is used. Artificial light is used on the scenarios shot inside as we can see shadows on the actors faces. This is so that viewers can see what is happening in the scenes properly and so that the things mentioned in the poem are clearly visible to the viewer.

The editing techniques used on this advertisement include cuts to link all of these scenes together. Panning and zooming is used to make these cuts subtler. The end of this advertisement features a close up of the product shot to make it look irresistible to the viewer, making them want the product. An 'M', the McDonalds logo, then covers the screen and we can still see the product through it. This gap then turns yellow, into the McDonalds logo. This will have been added afterwards by the editors to gradually fade out the product to make it into the logo. The final scene reminds the reader yet again where to purchase the product. Repetition is key here as the subconsciously feature McDonalds several times. This is by featuring the restaurant and the inside, which is relatable to most people and they will automatically realise that it is McDonalds without saying the word. This is used because they make the viewer want to try the product by describing it and showing the viewer a close up of the product looking as tasty as possible and they emphasise where it is from, so the next time the viewer is near a McDonalds restaurant they will want to go in and purchase the product.

Who is the target market and how are they targeted by the advertisement?

A wide range of different people are featured to show that literally anyone who does any job can eat them. This is a good way to market the product as it means that it appeals to everyone.

This advertisement is aimed at a wide range of people, which is the point the advert emphasises. They try to appeal to most people, meaning more people will purchase the product. They do not appeal to children as none are featured in the advert, meaning that this advert is aimed at aged thirteen and older.












Characteristics of the product or service -

McDonald's uses their iconic yellow 'M' logo to show the viewer what the advertisement is for, as well as featuring one of their restaurants at the beginning of the logo. This is used to show that the viewer can purchase the product at their local McDonald's as all of their restaurants ahve a very similar style and layout. This television advertisement also features the same voice over that is used for all of McDonald's advertisements both on the television and radio, which will be relatable to the viewer.  The unique selling point of the  breakfast wrap is that it can be eaten anywhere and by anyone, which is the point they portray throughout the advertisement. They reiterate that anyone can eat one no matter where you are or what you are doing as it can be eaten on the go, which is the main benefit on the product.

The main competitors for the McDonald's breakfast wrap would be other similar breakfast products that can be eaten on the go. Belvita breakfast biscuits are marketed to emphasise the fact that they can be eaten on the go and they state the health benefits of the product, unlike the McDonald's advertisement. McDonald's market the breakfast wrap to show that it is hot, can be eaten anywhere and is a more substantial breakfast than the biscuits.