7th March wednesday 2012 MR.BUSH-THE GUARDIAN ADVERT 2012
What techniques does the ad use to persuade the audience to consume the Guardian?
1. The type of Mis-en-scene used for this advert persuades the audiences to consume the Gaurdian. An example of this can consist right at the beginning of the advert, where the equilbrium starts (Theory by Vladmir Prop). The setting is in a dark black sitting room, the audience can see this through an established shot. This enables them to see where it's taking place. Along with this the use of black creates engima (Theory by Barthes) which builds up tension for the audiences- as they may want to find outmore. This persuades the audiences to consume The Guardian as the low-key lighting at the beginning of the advert draws in the audiences attention which therefore could connote that The Guardian is for audiences who take it seriously. Another Mis-en-scene which persuades the audiences to consume the guardian is the location and setting. An example of setting can be at the beginning of the advert, the audiences can see that the setting is in a house which could connote that audiences can consume The Guardian anywhere which persuades them to but and maybe escape from the their boring daily life. Also the the setting in a house could also be identification for the audiences (Blumler and Katz-Uses and Gratification) as they recongise the setting. Lighting can also persuade the audiences to consume The Guardian as it influences their mood. An example of this is when the police crew are outside the pigs house and they say through dialgoue: "Little pig...little pig... let us in." This goes well with the low-key lighting as it creates a dramatic contrast between the setting. As the pig is in the dark sitting room and the police force team is outside in the light, this connotes that the pig is in the villian (Binary oppostion-Levi-Strauss). This persuades the audiences to consume The Guardian as it denotates that this Article always has exciting story lines.
On the other hand, the use of text getting typed up on the newspaper in bold black letter attracts the audiences attention. An example of this is 0.09 seconds into the advert, zoom lenses are used for the foucs which denonotess that the subject is moving closer to the audience as if they are reading into it. The Guardian's logo persuades the audiences to consume the newspaper as they can identify with the blue colour which connotes sophistication. This persuades audiences to consume the newspaper as it may target those who are in the upper class society and are more interested in serious news.
Variety of editing has been used in this advert in order to persuade the audiences to consume the guardian. An example of this can be at the start of the advert- the slow non-digetic music with cross-dissolve this edit connotes tension as the first shot enables the sequence to flow smoothly just like a story (identification for the audiences as they can recognise the story of three little pigs. Another edit used is quick cuts, an example of this is when the police break into the pigs house- this type of edit connotes that tension is building up and makes the subject seem more important. Another example of an edit is fade out, an example of this 1.42 second into the advert the story line changes as the edit connotes that time has changed. This links with the newspaper as it reveals that it is not just on the wolfs side but also on the pigs as they blame that the insurance is to blame. Overall, these edits create different affects but the most important effect as it connotes the message that the guardian is not a biased newspaper. This will therefore persuade the audiences to consume the newpaper as it connoting that it is fair.
In addition there is a different shots used to persuade the audiences to consume the guardian. An example a shot is medium over should shot 0.33 seconds into the advert. This shot connotes more than it should. Because firstly it attracts the audiences attention as they are watching the newsreporter with the actors (ady on the sofa) . Another way this advert persuades the audiences to consume the guardian is the the type of media platform being advertised itself. An example is in the same shot, but with the prop 'IPAD' in the womens hand and the news still continuing. This connotes to the audience that technology has developed so much in the past years that print is in decline as it's avaible on both common media platforms- 'Moving image' and 'E-media.' An example of this in the trailer is when audiences around the globe are tweeting. This suggests to the audiences that the guardian is well known. Which persuades them to consume it due to it's publicity.
However, the audiences can see in the middle of the advert that it is about serious topics. An example of this can be the black ethnicity police man as he is annoycing through dialogue soemthing important outside a court. This connotes that the guardian focuses on serious topics such as crime, politics, goverment and worlwide news. Another example can be at the beginning of the advert, the advert has used action codes such as violence which keeps the audiences attention stay in focus and keeps them interested. This persuades the audiences to consume the guardian as those who are intersted in crime and action may consume the guardian for entertainment purposes (Uses and Gratification-Blumler and Katz).
Music and voiceover builds suspense and anchorages the message for the audience which persuades them to consume the guardian. An example of this is when the women is typing and saying through voiceover 'This isn't right the three litlle pigs are the vitims.' This creates....
Finally, the story of this advert is a sense of identification for the audiences (Blumler and Katz-Uses and Gratification). An example of identifiation can be 'The three little pigs' and the 'wolf' itself as this is a primary school child story in which this newspaper has changed it into a realistic story. Which could persuade the audiences to consume the guardian as it shows their creative side aswell. Using humour can also persuade the audiences to consume the guardian, an example can be consist when the wolf is on the bus and is using his enhaler. This connotes that the guardian can is not jut for serious news but for entertainment aswell. Another connotation it may have is that the guardian is not always on the hero's side it is also on the villians side (theory by Propp-character types). as they not biased which persuade the audience to consume this newspaper specifically
4. Audience: On the basis of this ad, who does “The Guardian” brand appeal to?
On the basis of this advertisement “The Guardian” seems to appeal to both patriarchy and matriarchy target audiences. The reason for this is that the film trailer focuses on a sensitive subject that many people are aware of nowadays and effects everyone in the world. However, the use of low-key lighting and action within the film could then connote a more matriarchal edge to the trailer as men stereotypically seem to be more interested in the news and social politics.
“The guardian’s” use of technology within the trailer could connote that the newspaper are also trying to target a younger audience as well as an older audience. The newspaper has always been seen to be seen as quite sophisticated and stereotypically read by higher class society. However, the young actresses/actors conveyed to be using the emedia lean-forward media connotes that “The gaurdian” isn’t just targeting older audiences but younger audiences because they are keeping up with recent technology. Primary audience being people such as business people and working class and secondary being students or young journalists.
The way the film uses quotes from the newspapers texts not only are used to inform and educate the audience but irony is udrf
2. How is the news represented in the ad?
The newspaper is being represented as being unbiased as it looks at both sides of the argument. An example of this is when the advert shows that the three little pigs are guilty followed by the wolf then. This connotes that the guardian is always unbiased and looks at both point of view. This therefore persuades the audiences to consume the guardian as they will know there will be some sort of counter argument and if audiences like newspapers which show both sides of the argument then it may persuade them to go out an consume it.
Some may argue that the news is represented as Binary opposition (Levi-Strauss) showing both good and evil sides of the argument. An example of this is when the advert starts of the pig is in a dark room which could connote he is the villain, whereas the wolf is being represented with white colours in the background connotes that he’s innocent this is ironic as in the tale the wolf is at fault. This represents the news again showing both sides of the argument and representing who is the hero and the villain (Prop). An example of this is through voiceover “the wolf…no way he can blow down the houses he had asthma’ this go against the stereotype of the wolf really the villain in the tale. Also, ‘But the pigs went too far’ this again represents the pigs being the ones at fault. The news is being represented as always having a hero and villain in their new story.
Another way the new is represented is being serious and sophisticated. An example of this is seen through the costume. The policemen are wearing navy blue jeans which connotes honor, strength and respect the police have for the society. It could also connote that they are mocking children’s tale of ‘Three little pig’ and representing it as being a serious topic. Along with this the use of props such as a guard and laser guns connotes how serious the law are. Another example is using action codes, this represents that this newspaper has created a new viral conveying that the pigs are not at fault as the action creates excitement for the audience and makes the advert look more realistic and entertaining for the audiences (Uses and gratification- Blumler and Katz).
Moreover, the news is being represented is being consumed through different platforms. An example of this is in the middle of the advert as people are using a variety of media platforms such as E-media, print and moving image to participate in this viral. The most consumed and common media platform globally is social network sites. An example of this is in the middle of the advert people are using E-media platform. An example is them tweeting and updating status for the pigs not being at fault and being at fault. Another media platform used is right at the beginning as the newspaper connotes that it is declining as the cross-dissolve connotes that the moving image sequence they will show is more used these days rather than print. Using evidence from around the globe represents the news and the guardian newspaper as being identified and well known worldwide. 0.44 seconds into the ad different language tweets are typed up this is identified (Uses and gratification-Blumler and Katz) well with some audiences as the specific language spoken they can understand which represents that the issue in this ad can be linked to anyone’s problems e.g. mortgage.
3. What issues of new technology does this ad raise and what does it tell us about the values of The Guardian?
The issue of new technology this ad raises is that technology has changed. An example of this is 0.10 seconds into the ad, the audiences focus is on the newspaper as the guardian wants to connote with the use of cross-dissolve that now (Lean-backward media) print is in decline and (lean-forward media) Moving image and E-media platform is the most common platform as it is consumed more. This tells us that the value of the Guardian is increased as it is available on the media platform E-media connoting that the guardian is accessible to people worldwide through Internet and has used convergence of social networks to raise it values more. As social networks are the most common form used in today’s diverse society (as postmodernist society will argue) this increases values for the guardian as it will involve younger generations to read the guardian through E-media instead of purchasing. This will keep audiences interactive as well as today’s generations are more capable of using technology than a pen.
Another issue this ad may raise is that t
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