Analyse
With reference to the five aspects:
visual codes, audio codes, technical codes, genre and narrative, we can see
that all media is constructed for a reason.
I looked at three different kinds of
short media clips:
- Paralympics - Meet the Superhumans
(TV Advert)
- Rudimental - Waiting All Night ft.
Ella Eyre (Official Music Video)
- The Joy Of Storage - IKEA The
Wonderful Everyday (TV Advert)
All of them were produce for
different reasons, by different producer and should attract different target
audience groups. But they all have some fundamental aspects in common. For
example the use of sounds. Sound in form of music is a good and subtle way to catch
the viewer attention and to crate tension. Also the use of high speed shots and
flashbacks/foreshadowing/… helps to give the viewer background information and helps
to cause an exposition of the viewer’s thoughts.
The Paralympics and the Rudimental music
video are having more similarities because they are about the same topic. Disability.
Both of them are a good
representation for disable humans because the show us that you don’t have to
live a discriminated life because of your disability. They are similar in terms
of the narrative. Both are starting at a successful stage. They showing us
people following their passion – sport.
A flashback (Paralympics) / sudden
car accident (Rudimental) shows how the people got disable. But that’s not the
end of the story. We se how hope, will, and effort can bring a person back to
their passion and make something that seems for us impossible possible. This
positivity and hope is supported by the bright lightning and the audio.
If we look at the protagonist in the
music video from Rudimental, who would expect that he could ride his BMX again
after his crash? But he doesn’t give up. He falls but he stands up to fall
again until he archives his goals. That’s the same Principe of the Paralympics
advert.
 |
| Little kid dressed in the coulurs of the Ikea icon |
The IKEA advert is already from the
first second different because it’s not animated where the other two use real
video material.
You can see a flock of T-shirts
migrate like birds across land and sea before settling in a wardrobe. It seems
like a little story so you can see a clear narrative line. The t-shirts are
flying over a cold, norther looking country. That could leads back to the fact that
IKEA is a Swedish brand. The T-shirts try to settle, any times but ever timer
they get scared away. Once or example they get scared away from a little
giggling kid.
Its wearing yellow welly boots, a
yellow rain code and dark blue trousers. Those clothes might seem just fitting
to the rainy weather but they were picked for a more important reason. The
colour reflect perfectly the colour-codes of the IKEA icon.
The music is calm classical and you can hear
nature sounds such as thunder in the beginning. But the melodies and the
weather cheers up.
The whole trailer is made out of
three parts. In my opinion they are comparable to a cold, calm, rainy, lonely
winter. Followed by an inspiring, alieving, blossom spring and finally a homely,
comfortable, happy, sunny summer. In terms of the visual and audio codes.
IKEA waits until the very last 15
seconds to present their home products they want us to by. Showing the IKEA
icon in the familiar blue and yellow joined from a tag like in the end finishes
the spot. The producer hoping that the viewer will summarize the advert and recognize
the icon and the colours blue and yellow.
All three media clips are very
different but they a god examples to show how to create an atmosphere. All try
to engage the audience and they all send a little message. As different as they
all are if you brake each of them down you can find many similarities. All
media is constructed and every little sound, costume, cut, lightning, tag line
was made for a reason.
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