Fever the Ghost: Source
Fever the Ghost are a band within the genre, psychedelic-rock, and this genre is made clear through the video's animated visuals, which are done in a psychedelic style. This is also made clear through the video's narrative structure, which begins in a calm grassy where it is daytime, where two characters, a small old man and a large dragon live. The old man rides the dragon through a cave, where he finds a switch to a huge light bulb. The narrative connotes that it is this man's job everyday to switch this bulb on. This then leads on to the middle of the narrative, where suddenly the whole world is transformed from a calm peaceful daytime, to a crazy night time party world.
This is made evident through the music as well as the audio, since the music begins calm, and then changes to something with a fast beat, and funky instrumentals. The party goes on for the remainder for the music, until the old character looks at his watch, which tells the audience that the party is soon to come to an end.
The music then changes to an interesting melody which gives the impression that the music is being played backwards. This links into the music's genre Psychedelia, which experiments with music being played backwards, inspired by the pre-psychedelic rock album Revolver by the Beatles (I'm Only Sleeping is one of the first songs to feature guitar being played backwards). This links into the meaning of the entire promo, since when this music is played, the visuals revert back to the previous state of calmness and daytime, which is shown through many of the animate visuals being played backwards, and then leading to the end of the narrative structure, which is made significant through the visual of the old character switching the large light bulb off to end the story.
The fact that the video's style is psychedelic is likely to appeal to that audience since people in that age range are more likely to party at night, and have more of an interest in psychedelic substances than any other age group, however the video never makes reference to drugs in order to avoid being prosecuted for promoting drugs. Non-dietetic sound is used through out the whole video since the video is a music video, and is based, if you like, within the world of the music. In order to appeal to both genders in the target audience, it isn't clear whether the characters within the video are male and female, this people with any gender can identify with the video. The titles are used in the beginning to show the audience who the music is by (Fever the Ghost) in order to promote the band successfully, and titles are also used to promote the animator (Felix Colgrave) since he created all the video's visuals. The font used used for these titles is quirky and fit's the whole video's genre.
John Lewis: Christmas Advert 2014
The structure of the promotional Christmas advert for John Lewis is as follows. It begins showing the happy companionship of a young boy and a penguin. It is clear that they are an impeccable due, since the beginning of the advert shows the young boy and the penguin having fun and being kind to each other, in a charming way which makes the target audience feel fuzzy and Christmas like inside. The audience begins to grow sentimental feelings towards the duo. The middle of the narrative structure then shows that the penguin begins to grow sad. This is shown through the penguins heartbreaking facial expression, and the boy is clearly upset about this and wants to resolve the problem.
The narrative then progresses to reveal that the penguin yearns for something more than a best friend. The penguin wants a romantic companion, this is made clear through the visuals showing the penguin staring longingly at other couples, apparently looking for the same thing.
The final part of the narrative then concludes the penguins want of romance, through the boy receiving another penguin for Christmas, which then couples up with his original penguin in an adorable fashion, the audience are left satisfied and feeling even more feelings of the Christmas spirit, since ideas of love and companionship have been resolved in a short narrative. The narrative then twists slightly, through showing that both are the penguins are actually just toys for the boy to play with, which makes the narrative appealing to children, since it may inspire children to want to play with penguins also. It will also appeal to parents, since watching the advert may make them appreciate and relate to the parent characters in the trailer.
Because the narrative brings out so many sentimental feelings in the audience, the promo has been successful, since now the audience are going to associate those feelings with the brand John Lewis, which means that they are likely to want to shop at John Lewis for Christmas presents for their kids, which have the same sentimental value as the toy penguin. The advert also manages to associate feelings of love and romance (which are human emotions which become amplified during Christmas) with the brand John Lewis, which is accomplished through the narratives visuals as well as the music, which contains the lyrics "It's real love", which has a very obvious meaning, which suggests to the audience that real love can be found through shopping at John Lewis.
The audio visual's cinematography is visually appealing, since it uses techniques like the rule of thirds, which makes the image automatically more pleasing with a more balanced appearance, shots with lower depths are also used, firstly because it makes certain types of shots appear more pretty, and in some casese more Christmas like, and in other cases because it links to the meaning of the audio visual, that the penguin is feeling confused, and is focused only on one thing, romance.
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