Cadbury's Gorilla Advert camera-work analyzed

My first viewing of this Cadburys advert left me bewildered as to what the heck it was all about. At first i thought it was just a really surreal advert produced and presented by Cadburys simply because they could, being the big, powerful corporation they are, but post analysis has changed my mind and has opened my eyes to the clever advertising they've implied. 

So first i analysed the camera work.

The first shot is an EXTREME CLOSE-UP of a purple background with a line reading "A glass and a half full production". This immediately implies that this is a Cadburys advert as within this sentence is the famous icon of the two glasses pouring milk and also the background is coated with the symbolic Cadburys colour of purple.
The camera then PANS across to show this again EXTREME CLOSE-UP of what looks like some sort of animal. This is when the advertisement starts to engage its audience. Anticipation is built as people will want to know what this thing is therefore pulling in the audience. I might also add that at the same time the Phill Collins song is building up as well, with people again probably anticipating the drums of which blast into what is thought to be a quite relaxing song. So, so far we've plenty of different features building anticipation for the viewer with the EXTREME CLOSE-UPS not giving much away and the music building. Also, during this EXTREME CLOSE-UP the animal takes a deep breath in through its nostrils, replicating the breath you take in when you come in contact with the delicious chocolate bar.

The next scene is important as it finally cuts to a CLOSE UP to confirm that it's a... Gorilla. With one of the questions answered as to what this thing is, the next one is what is it actually doing. The camera then ZOOMS out to reveal it's playing the drums. This comes as a shock to the viewer and implements  that surprise factor of which makes this advert memorable and effective. The camera then ZOOMS out to a long shot to get a better perspective of whats going on reflecting the thought process of the viewer as they need a better look at what's actually happening.

The camera work works really well in building anticipation for the viewer and unleashing a surprise which is the gorilla playing the drums. The anticipation is actually the most important part of this ad, as it's reflecting the anticipation of a person opening a Cadburys bar and climaxing with the consumption of the chocolate. the camera work usually reflects themes within the advertisement itself and is instrumental in the direction of where the advert is going.

The sound is quite important for this advert. What the Phil Collins song does is that it helps build that sense of anticipation and excitement. The song which is a SOUND BRIDGE, bridges the whole advert together causing intense build up to the drum beat which is the climax and satisfactory part of the song. The sound and the camerawork both go hand in hand as they both mirror each other in terms of their intentions to create anticipation and tension.

The editing is all basically STRAIGHT CUTS. The STRAIGHT CUTS are used to get from one place to another quickly. It needs to be done quickly because as an advertisement it cant be that long as it will lose the interest of the viewer.

Editing

Like the camera angles, editing is used to connect the audience with the emotion and theme of the subject in matter. In my case this will be an advertisement and just like a film, the editing will command the thought process of the viewer whilst they watch. Advertisements use editing to basically sell their product and this is what I aim to do effectively. With good, well researched edits implied into my advertisement, the overall selling point of the product in hand will be emphasized, thus achieving its objective as a successfull advertisement.
Here are the edits of which I've studied:

Straight cut: Commonly used to cut from subject to subject


Fade (up and down or frfom black to white): Fades indicate that the end of the film is coming  or it's going to a different setting or location.

Graphic match: taking two similar objects and dissolving one into the other. 

Dissolve: This is a way of transporting us as the viewer to a different time/setting. This can also be called a temporal edit as it changes time. It's also easier to get from oneplace to another this way as you dont need to use complicated camera techniques and edits.

Jump cut: supposed to mirror and reflect feelings and state of mind. It's not particularly the smoothest editing and because of this is used sparingly. 

Continual editing: helps us with the fluidity of a film as it makes the narrative more continuous and smooth.


Cross-cutting: This is when it cuts from one scene to another emphasizing differentperspectives from the different people in the different settings.

sound

Diegetic- This is sound of which we can hear and recognize coming from the scene of action. some examples of diegetic sounds are:

• talking
• music (a band, CD player)

basically any sound of which actuallt happens in the action of the film.




Non-diegetic- this is sound of which we hear but is heard outside of the film and action. This includes:

• music
• voice overs

These two things are non-diegetic because they're not involve and wouldn't be heard by the characters in the film.



sound bridge- links up scenes by playing music over them. This can be music or voice overs.



parallel sound- this is sound which keeps in with the tone of the action.



contrapuntal sound- sound that contrasts against whats going on in the film.

camera shots: what they can do

For my advertisement, I'm going to have to be able to use a camera properly to produce the best i can and help the advertisement to show how and what it's advertising. Through the usage of camera shots and angles you can cleverly direct and control how the viewer thinks and reflects on what they've watched. For instance, if i filmed someone from an ariel view (ariel shot)and they were by themselves on a street or road, the viewer would accommodate this shot with isolation and loneliness because the small insignificant human would contrast deeply with the large empty landscape. So camera shots and angles are highly important in setting the mood and atmosphere of the film/advertisement and I find the subtlety of how its done important too.

In lesson we researched how camera angles and framing showed the emotion of the characters in the film "Hunger". The film of which is about an Irish political prisoner who starves himself in protest of the English settlement in Northern Ireland. The scene of which we analysed was an emotional meeting between Bobby (the starving prisoner) and his mother. This is what we found out from it:

The OVER THE SHOULDER SHOT from behind Bobby's mother gave us an almost point of view shot and helped us realise how she's distraughtly looking at her dying, pain ridden son. The over the shoulder shot is similar to the point of view shot as it gives us an insight into what the characters looking at and from this we can gain information on the emotions and actions portrayed.

The CLOSE-UP SHOT of Bobby shows the state he's in. from this shot we can see his pain and how the starvation is taking effect. Close-up shots usually give us a detailed view of a characters emotions and feelings and this shot in the film does just that.

The FOCUS-PULL that focuses on the mother first then Bobby, shows us the relationship and emphasizes the emotions of which are being felt. By pulling from the mothers face to Bobbies, it gives us the viewer the idea she's looking sorrowfully at her son as we see her emotions first and then her son of whom they are directed at. Focus pull does this often and is similar to a two-shot in that it shows emotions between to humans to create contrast and emphasize the state of the atmosphere.

The EXTREME CLOSE-UP SHOT simply emphasizes his illness and well being. The extreme close-up often gives extra detail and implications into how the character/object is.

The POINT OF VIEW SHOT from Bobby's perspective shows his state of mind and illness. During this shot he's looking at the ceiling and him/the camera pans downwards from the ceiling to his mother. Point of view shots usually emphasize how the characters feeling or sometimes simply what they're looking at.

The FADES and BLURS give the effect of his illness. Fading and blurriness for humans is usually a sign of bad health and illness and this is exactly what it's illustrating. Blurs and fades are usually used for point of view shots of a character or cutting from one scene to another.

camera shots

Establishing shot- shows the audience the place of which the film is being shot.

Very wide shot- shows a person in context with their surroundings. Similar to establishing shot.

Mid-shot -shows a person from the waist up. This can be used to show a persons hand movements and actions

Medium close-up- shows facial expressions without getting to close

Close-up- shows detail and can be used to emphasize a person’s emotional state. It can also be interpreted differently as in it doesn’t just show emotions.

Extreme close-up- can be used to reveal a persons emotions and intentions. Extreme close ups are usually of the eyes and show intense detail into the characters eyes. Like close ups, this camera shot can be used on inanimate objects to foreshadow events.

Point of view- This is used to show the action from a person’s perspective. Camera replicates the person’s 

eyes.

Long shot- shows subject or human figure in relation to the setting

Crane shot- can show subject isolation.

Ariel shot- gives us a shot from very high up, usually taken from a helicopter. If an ariel shot is of a single person it can show isolation.

Low angle shot- this shot is often used in confrontation scenes to show which person holds more power.

High angle shot- sometimes used in confrontation, again to emphasize who has the power. This angle is usually used to survey what’s below.

Eye level angle- one of the most commonly used shots as it shows the action from the viewers’ perspective.

Canted angle- camera is tilted to express an emotion or to set a scene. Sometimes it’s used to express illness or awkwardness. This effect is used sparingly because if it’s used a lot it loses its effect.

Two-shot- this shot encompasses the relationship between two people by going from one person to another. It helps to emphasize the emotion in the relationship.

Cut-in- can be used purely as an edit point or to emphasize emotion.

advertisement research

http://www.whereonearthgroup.com/television-commercials.php

Through this website I discovered two different types of TV advertisements.

Direct Response Television: This is where TV advertisements tell the viewer to respond immediately via phone number, email,text and various other forms of contact

Brand Television Advertisements: These are ordinary advertisements which are there to simply sell the product through their advert. They're usually entertaining and relate to the viewer making them more enticing.

media A2 coursework:advertising a product


  For my A2 media course I'm going to produce an advertising package for a product. At the moment I'm undecided on what I'll be advertising in terms of the product. My task will be to complete 3 different formats of advertisement:
Two television advertisements
A radio advertisement
A tv program sponsorship sequence

Before I even start I'm going to thoroughly research all the different parts of my coursework and by the end of the research I shall have a clearer picture of what my advertisements going to be like and what formats they are going to be.





The infamous Cadbury's Gorilla