TV Advert AnalysisV05 - Extreme Style
Break the Mould
Large institution - grey
Connotations of dull conformityFigures in foreground also wearing grey uniform
Two of figures stand out because of framing. Each side of frame is balanced symmetrically both building and peopleShot 1
CUT TO MS - boy in late teens
Uniform (his and Others) overall-like
Cf Maos China(reinforced by red armbands)
Shot ends on a zoom..Shot 2
Reverse-shot of previous shot
Girl of similar agewearing same uniform.Her red tie rhymes with his red armband.
Also a forward zoom tocorrespond with zoom in previous shotZooms connote mutual attractionShot 3
INT of building in Shot2
LSTwo rows of students,boys and girls in separate lines, marching in opposite directionsAlong with uniforms,connotes military discipline
This reinforced by regular sound of marching feet
Strict separation of the sexesShot 4
Allusion to Mao Zedungs China used as shorthandfor uniformity, suppression of individuality, iron discipline, absence of ostentation etcV05 - Extreme Style
MS of boys side ofprevious shot.
Disciplined marching,All in lineShot 5a
Shot 5bBoy in Shot 3breaks ranks to look over to girlsline
6Shots 6a and 6b mirror previous twoshots
7Shot 6bThese 4 shots maintainsense of symmetry established from first shot Once again, connotations of mutual attraction.
Shot framed so that symmetry again maintained.
Classroom - dull, bare, functional - divided by space down middle, dividing boys row fromgirls row.Teacher at desk in centre in depth of frameAgain, connotations of repression and dull uniformity
Girl opens deskto find
Shot 9CU of inside desk
Eyeline match leads to what she sees:A jar of V05 and a noteno doubt from the boy
Notes connote classroom romance.
Girl in depth of frame looks back to where (it is implied) the boy is sitting
Focus in depth of Frame highlights girl and her lookShot 10
Eyeline match indicates she islooking back at the boy, showing she isaware who note and V05 from
Although separated by two shots from Shot 8, in effect a Shot / Reverse Shot, reinforcing connection between youngCouple. Shot ends with an encouraging look - theyre up tosomething
Shot 12CU allows us to see her complicit half-smile. Shes up for it -and itIs connected to V05
Framing more orless same as Shot 8
Ends with girlplunging into desk obviously going for the V05
Eyeline match (implied)
Similar to Shot 9but slightly closer.
She start to apply the V05 under cover of the desk lid.Shot 14
Re-establishing shot but from POV of teacher
Symmetry re-established . . .Shot 15
only to be broken at end of shot by one of the desk lids on right of frame remaining open when all other desks closed.
From the previous shot, clear that she is applying V05 toher hair.Shot 15
Shot 16 aMS/MCU
Girls action matched by boys
Shot 16 bMS/MCU
We now see the effects of the V05 on him
Stands out from the crowd with his spiky hair
Allows us to notice effect ofV05 on girlshair - similar
Teacher at centre of frame whichIs again totally symmetrical
Shot 18bCamera zooms in as teacher stands up, taking us from MLS to MS
Closer shotallows us to see angry expressionand distance allows us to takeIn body language (especially pointed finger) as she points to the door, shouting 'chu qu', which means, 'Get out [of the room]' in Chinese (acc. to You Tube]
As they go along the corridor, they take each others hand
Shot 19 bMS
But the teacher has followed themOut.
(She stands between them butThe frame is not quite symmetrical)They are compounding the original felony of using hair creamby holding hands!
They decideto make a runt to freedom
Allows us to see the dynamismof their movement
They run out the building and out of the schoolgrounds with shriekingteacher at their back
They are framedas for previous shotbut the background has changedto a more varied, livelier (and A symmetrical)street scene
Shot 24Jump cut from previous shot to MS
Ju,mp cuts often Connote energy And dynamism
Closer shot showsexpression as wellmovement. BroadsmilesFraming in Shots 21-24 virtually identical, adding to feel of energy and they run out of school and into the town
Shot 25CU of productAnd various forms itcomes in
Anchorage:Break the mouldconnotes attack on conformismand for individual freedom
Advert works on basis of binary opposition betweenconformity, repression etc (relating to adults) andindividualism, freedom, style (relating to youth)
Symmetry of many of shot compositions relates to former: asymmetrical compositions the latter.
Harnesses connotations of images in terms of youthful rebellion, and individualism
The couples gesture against authority relates to hairstyle:they are not about to unfurl a banner protesting against Tiananmen Square massacre!