In this post, I shall be discussing three adverts promoting the
same product (albums) but for different artists therefore advertised in
contrasting ways. The adverts are in order, the first 'Jason Mraz - We Sing, We
Dance, We Steal Things' the second; 'John Mayer - Continuum' and finally 'Gwen
Stefani - The Sweet Escape' all unique albums of different genres and produced
by different artists.
Jason Mraz - We Sing, We
Dance, We Steal Things (advert)
Animated/ Realist.
The advert begins with a wide shot of 'Jason Mraz's' face in
animation form; which is also the album art for this particular album. Similar
to a collage, however there is moving imagery. Although there is more animation
than real life imagery. The real life imagery are clips from 'Jason Mraz - I'm
yours' music video; which is also the chosen music bed for this advertisement.
There is also an actual cut out picture of Jason, whereby it is just shown for
3-4 seconds near the end. The advert finishes with a pack shot of Jason's album
with where and for how much you can buy it for.
In terms of colour, the animation is black and white which is
unusual for an animation where you would usually see a bright and colourful
cartoon/ animation here we see only a black and white representation of it. The
motion picture used however is in full colour, therefore it contrasts well and
gives the advert a unique feel to it- and there could in fact be a deeper
meaning behind this. Meaning, that when Jason's music is played it brings
colour to your life. The advert as a whole is very upbeat and paced whereby
everything is moving throughout. The only scene we see of a still shot manner
is the end with a 'pack shot' to conclude the ad. There are photographs, which
have been used within the advert, but with SFX they are floating/ gliding
within the advert. For this advertisement there isn't really any use of camera
work as it is animation and the actual real life shots that have been used are
previous works of his; however if analysing these shots then they are mostly
close ups of Jason lip syncing his lyrics. In terms of editing the whole ad
runs on one take. The only edit used; at the end whereby a 'fadeway' is added
with Jason's face to morph into the ending shot which is the 'pack shot'.
The music bed is 'Jason Mraz - I'm Yours' one of his most popular
songs. There is a voice over, with a very short script, which doesn't bore the
audience in any way. Short, snappy and informative- "We sing, we dance, we
steal things. Is the new album from Jason Mraz, features the smash hit 'I'm
yours' The record that everyone is talking about. The new album from Jason
Mraz, out now." Jason Mraz, is the icon.
The advertisement is very conventional in terms of the content
that is used throughout, for example the mention of the artists name, product
and use of persuasive techniques. "The record that everyone is talking
about."- Allowing the audience to believe/ think that he is in fact
popular amongst the world. Also the general 'pack shot' at the end which also
has the price of the product as well as a store where it can be brought from;
tesco. Thus making the advert a conventional 'album' ad. The unique selling
point for Jason's ad would be that it is mainly 'animation' not only this but
the whole concept of how once you listen to his music your life is turned into
colour. It's a very effective ad if viewed within this perspective. The target
audience for this advert; I believe that it aims to those who are already fans
of his work whether male or female however it has the potential to introduce
'Jason' to a range of other listeners. Ranging from 16 and above.
In conclusion, the advert as a whole is a very effective one. I
say this because, it's unique in terms of how Jason has 'advertised' himself.
He isn't particular the main focus, but the animation, which in a way is an
insight to his mind. That he doesn't take life too seriously, and that's what
you should expect from this album. An advertisement, which not only allows him
to introduce himself to possible new fans but a reminder to fans that he
already has that and he isn't going to change.
John Mayer - Continuum (Advert)
Realist/ Creative
The advert begins with a back shot of John Mayer walking down the
riverside, with his track 'Waiting on the World to Change' playing in the
background as well as a voice over introducing us to who he is. "This is
the sound of grammy award winner; John Mayer" also a usage of computer
graphics as his name is placed on the bottom left for the duration of the ad
until it reaches the 'pack shot' which is shown by using a 'pathway' whereby
the 'white light' in the top left bleaches the whole screen so that we are
transported to the 'pack shot.'
Set in New York, Eastriver. Walking along a bridge. The camera
work for this ad are shots from one of his previous work (like Jason Mraz)
'John Mayer - Waiting on the World to Change' music video. Which is also the chosen
music bed for this advertisement. In terms of mise-en-scene, it is based around
a male walking alone alongside the east river who is feeling the winters wind
hence the costume/ pose. Wearing a winters jacket with his hands inside his
pockets. The colouring of the ad is quite dull and mainly consists of the
colour blue in different shades. Emphasising on the song as well as the advert,
it goes well with the SFX when writing the reviews given to his album. "A
Great Record" - MOJO In terms of camera work/ editing the shots mostly
consist of over the shoulder and tracking shots and when the camera is focused
on the subject (John) then it is either a close up or a medium shot. The ending
of the advert concludes with a 'pack shot' whereby we are shown the album art
work as well as where you can buy it and for how much. Throughout the advert,
there are pop ups of text which are actual comments from magazines, websites
etc informing the audience of their opinion of John's album.
There is a consistant music bed which is the same song as the
music video (pickup shot) for his advertisement- 'John Mayer - Waiting on the
World to Change' There is also a voice over, who speaks/ uses persuasive
techniques to manipulate the audience into buying his album- "This is the sound
of grammy award winner; John Mayer. With his amazing new album 'Continuum'.
Twelve very special songs, including the single 'waiting on the world to
change' John Mayer, the new album 'Continuum' out Monday"
The unique selling point for this advert could be, that it
emphasises on all the good points more than a normal album ad would. Meaning,
that because he has won a 'grammy award' it is mentioned. Not only that but a
range of good reviews from a variety of people, which also allows him to gain,
fans not only through this ad but through them too. The target audience for
this advert would be both male and female ranging again from 16 upwards. It's
all dependant on what type of music you as an individual listen too. Much like
Jason Mraz's advert, John may either gain new fans or reinforce the concept of
his music to previous fans.
In conclusion, I believe that the message/ reason behind this
advert is simply to inform the audience of John Mayer's new album but at the
same time try to grab their attention/ manipulate them into buying it. The way
in which they have done this is, by adding within the script that he is indeed
a 'Grammy award winner' and the amount of reviews which are shown throughout
the ad. The advert again is conventional; what you'd expect for an 'album' ad;
emphasising all the good points.
Gwen Stefani - The Sweet Escape (Advert)
Realist/ Dramatic
The advert begins with a side, close up of Gwen's face with the
letter 'G' placed on each side and a key between the two all gold -computer
graphics added within editing. The key is then elongated and leads a path to a
noddy shot of Gwen framed again with the letter 'G' in gold which is also
labelled with her name and the album. We are then zoomed into Gwen's glasses
and transported into again some of her previous work; her music video 'The
Sweet Escape' which is also the name of the album. Within that we are shown a
number of shots of Gwen; close up, long shot, two shot lip syncing all the
while emphasising that this particular shot is old. Hardly any 'pathways' apart
from the beginning, although the advert hardly needs it as it is 20 seconds.
Not only this, but there are two music beds and one voice over. The music bed
changes with 5 seconds to spare, allowing the audience to hear another song of
hers.
The mise-en-scene used within the advert all goes together not
only with their actual film but with the computer graphics used afterwards. The
wig and clothing in particular, a bleached blonde wig with black and white
striped clothing; although it's not what you'd expect it does go well. Not only
this but the camera work used; her previous shots (pick ups) also flow well
with the ad. In terms of the editing/ computer graphics they have used it again
all flows/ fits well with the concept.
There are two music beds used throughout the advert, and one voice
over. The two music beds are, 'The Sweet Escape' and 'Wind it up' both songs
which are by the artist 'Gwen. 'Sweet Escape, is also a song on the album but
is also the name of the album; therefore it is used to advertise the actual
album. The second music bed 'wind it up' is used within the last 5 seconds of
the ad with two shots shown from her music video for that too. The reason that
this has been added is to inform the audience that she has more music on her
album than you'd expect. Or that these are the two music videos she has created
so far for these tracks off her new album allowing the audience/ fans to expect
more. In terms of the voice over she is again very persuasive in terms of what
she says and how she emphasises it. In a way it's almost... Sexual - "This
is what you've been waiting for. Pops leading lady, Gwen Stefani presents; The
Sweet Escape. The dazzling new album, out now."
The target audience for this particular advert would be mainly
females, as it is the queen of pop however it may also aim for males but in
this case it is potentially aimed for females. Although the voice over would
suggest other wise, as it has a provocative feel to it. The adverts unique
selling point would be, that it's based around her music and nothing else. Not
only this but her odd colour matches.
In conclusion, the advert as a whole is very effective and unique.
The way in which they have portrayed Gwen as a fun loving/ happy upbeat star.
They have not only advertised her album, but Gwen as an artist. It's appealing,
because in comparison to Jason and John's advert she is actually looking
towards the camera giving it a more 'fun'/ open feel to it. All three adverts
are based around the artists ‘album’ because of this each artist has
contrasting genres therefore each advert is advertised in a unique manner for
example, Jason Mraz – pop rock (Animation) John Mayer – Blues rock (Realist)
and Gwen Stefani – R&B (Dramatic) In terms of the artist and their genre,
the type of form/style that they have advertised within for their chosen album
flows well; this being said that if you were to imagine ‘Gwen Stefani’s album’
within an ‘animated’ manner it would take the original effect that you feel
from the original away- As the original is realist and dramatic if turned into
an animated advert then the affect would be more humorous/ anti-realist…However
it would still be as memorable as her original advert due to the conventions
still being the same just implemented in another form.
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