"Direct line ad" TextualAnalysis

Media AS / A2

Textual Analysis Table- Moving Image

	Denotation / what can be seen	Connotation / what is the meaning? Representation
Camera- angle, size and movement	Establishing  shot close up long shot over the shoulder	These shots were used to zoom in to the main events of the advert showing what happened in the scene with fire burning the house the down. close up to show the characters talking revealing the audience what happened  over the shoulder shots shows when two characters have a conversation with each other
Editing including any SFX	cut  cutting rate  jump cut depth of filled shot	these cuts are used to changed the camera position while the two characters talk and to switch between the background and the scene going to the characters talking to each other
Sound- diegetic, non-diegetic, narration etc.	voiceover music	at the end of the advert there's a 10 seconds music and in between that music the character talks and says about how their insurance is the best and they should choose it
Mise-en-scene: location, costume, props, lighting	different clothes  black light key light old man dressed with a suit	different clothes suggests how the different job in the advert such as:firemen,old man dressed up with the suit suggest he is very famous and an important person black light shows at the start of the advert showing the scene is dark and something is wrong but suddenly the key light pops in showing how the scene is changing and something positive is coming

"This girl can-Phenomenal ad." Textual Analysis

Media AS / A2

Textual Analysis Table- Moving Image

	Denotation / what can be seen	Connotation / what is the meaning? Representation
Camera- angle, size and movement	Over the shoulder Close up  slow motion	Show how girls can do things that man co as well
Editing including any SFX	J cut L cut  Fast cutting rate Match cut
Sound- diegetic, non-diegetic, narration etc.	voiceover  music	African American woman who is talking about how girls can do anything  music is really energetic and positive
Mise-en-scene: location, costume, props, lighting	Different types of sports clothes  Multiple locations Daylight and Night light  Lady with hijab Lady without one leg High key lighting	Girls can do any sports as can men DIfferent location shows that girls can do lots of sports No matter what religion you are you can do anything If you believe in faith you can achieve anything They are all having fun

Kingsmill - "Great white"

1. Messages and values - comforting,family health

• Mythical - family - British

      2. Mise-en-scene

•  Bread 
• Smartphone (context/relationship)
• Egg connotes boyfriend 
• Enhances bread
• Soldier 
• High-key natural light

       3. Social/Cultural context 

• Family 
• Non nuclear 

        4. Camera 

• Close up - bread,characters,egg,bread,phone
• Over the shoulder 

TV Advert Textual Analysis 

Introduction:

The advert I have chosen is direct line Home insurance. This advert is for home owners who do not pay insurance for their homes. The advert shows that a family’s house gets on fire, and firemen shows up and put the fire down. There’s this wealthy old man dresses in a suit sends two children in a car to a hotel, the owner who’s the mum of the children shows up and asks him what the problem was and he says some technical faults. The mum asks him where the children are and he replies saying they are in a safe hotel where he sent them earlier, she’s shocked and saying that she can’t believe it. The man gets on his car and reveals the name of the company saying: “the direct line will get you an emergency hotel within an hour if you choose them as your home insurance.” The lady seems shocked and nods her head the man greets her and leaves.

This advert shows that, for not paying insurance for your house you might get in big trouble and chaos. The techniques being used in adverts are punishment and reward. Punishment starts at the start of the advert because she didn’t pay insurance her house got blown up, she now she doesn’t have anywhere to go, as the advert continues the man tells her that if she does choose them she will get an emergency hotel within an hour from the insurance company until her home is repaired.

The advert started with the “establishing shot”, where they show what’s going on and give the viewers a dramatic start showing that the house is on fire. Then they do a “two shot” where the man from the company talks to the owner of the house, while they are talking the camera changes to “over the shoulder” where the viewers see from the man’s shoulder and in a few seconds it changes to the woman’s shoulder view. After they finishes talking the man gets into his car and the camera does a “close up” shot showing the man in the car talking, and it quickly changes to a “close up” shot again to the woman. This advertise has got no music until the end where the man leaves with the car and they put a background music and the man leaves.

During the whole advert the company does not show any slogan or logos because it is a Native advertising which means it is an advert pretending to be a content. It is like a mini movie, which at the end of it reveals the actual advert. This advert reveals the name of the company and the slogan at the end of the advert with a music on the background, this catches the viewer’s attention.

I think this advert has used a persuasive method being Logos which means is a logical appeal, by putting the house on fire and the man showing up from nowhere emphases that, if you don’t pay insurance of your house the consequences are horrible.

In addition to that they also have used “reward” and “punishment. “These are two ways of advertising; Reward was at the end of the advert when the man said you’ll get an emergency hotel within an hour if you choose his company as your home insurance company. Whereas punishment was at the beginning when we spectators have seen the house get fire and the firemen arrive, and the owner couldn’t do anything or go anywhere because she didn’t choose direct line to pay her insurance.