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TV Advert Analysis

V05 - Extreme Style

Break the Mould

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LS

Establishing shot

Large institution - grey

Connotations of dull conformity

Figures in foreground also wearing grey uniform

Two of figures stand out because of framing. Each side of frame is balanced symmetrically both building and people

Shot 1

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CUT TO MS - boy in late teens

Uniform (his and Others’) overall-like

Cf Mao’s China(reinforced by red armbands)

Shot ends on a zoom..

Shot 2

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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 shot

Zooms connote mutual attraction

Shot 3

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INT of building in Shot2

LSTwo rows of students,boys and girls in separate lines, marching in opposite directions

Along with uniforms,connotes military discipline

This reinforced by regular sound of marching feet

Strict separation of the sexes

Shot 4

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Allusion to Mao Zedung’s China used as shorthandfor uniformity, suppression of individuality, iron discipline, absence of ostentation etc

V05 - Extreme Style

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MS of boys’ side ofprevious shot.

Disciplined marching,All in line

Shot 5a

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Shot 5b

Boy in Shot 3breaks ranks to look over to girls’line

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Shots 6a and 6b mirror previous twoshots

Shot 6a

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Shot 6b

These 4 shots maintainsense of symmetry established from first shot

Once again, connotations of mutual attraction.

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Shot 7

(E)LS

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

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Shot 8

MS

Girl opens deskto find …

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Shot 9

CU of inside desk

Eyeline match leads to what she sees:A jar of V05 and a note-no doubt from the boy

Notes connote classroom romance.

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LS

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 look

Shot 10

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Shot 11

MS

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 - they’re up tosomething

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Shot 12

CU allows us to see her complicit half-smile. She’s up for it -and “it”Is connected to V05

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Shot 13

MS

Framing more orless same as Shot 8

Ends with girlplunging into desk- obviously going for the V05

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CU

Eyeline match (implied)

Similar to Shot 9but slightly closer.

She start to apply the V05 under cover of the desk lid.

Shot 14

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LS

Re-establishing shot but from POV of teacher

Symmetry re-established . . .

Shot 15

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… 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

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Shot 16 a

MS/MCU

Girl’s action matched by boy’s

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Shot 16 b

MS/MCU

We now see the effects of the V05 on him …

Stands out from the crowd with his spiky hair

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Shot 17

MS

Allows us to notice effect ofV05 on girl’shair - similar

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Shot 18a

MLS

Teacher at centre of frame whichIs again totally symmetrical

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Shot 18b

Camera 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]

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Shot 19a

MS

As they go along the corridor, they take each other’s hand …

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Shot 19 b

MS

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!

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Shot 20

MS

They decideto make a runt to freedom

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Shot 21

LS

Allows us to see the dynamismof their movement

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Shot 22

LS

They run out the building and out of the schoolgrounds with shriekingteacher at their back

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Shot 23

LS

They are framedas for previous shotbut the background has changedto a more varied, livelier (and A symmetrical)street scene

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Shot 24

Jump cut from previous shot to MS

Ju,mp cuts often Connote energy And dynamism

Closer shot showsexpression as wellmovement. Broadsmiles

Framing in Shots 21-24 virtually identical, adding to feel of energy and they run out of school and into the town

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Shot 25

CU of productAnd various forms itcomes in

Anchorage:“Break the mould’connotes attack on conformismand for individual freedom

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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 couple’s gesture against authority relates to hairstyle:they are not about to unfurl a banner protesting against Tiananmen Square massacre!