The outset of the advert
The advertisement consists of four sections, about four seconds long. The first three sections do not actually reveal anything to the audience about the product being advertised, nonetheless do give them something to think about to get them involved in the advert. The first section is set in classroom in the U.S.A. The audience is able to realise this due to the accent of the characters used in the advert. A female teacher is at the front of a group of students who are individually seated around the classroom.
The teacher is making a speech, stating to the pupils “I know, I feel what’s inside”. With the enthusiasm, along with the look on her face and her body language it is immediately clear that this is a speech that does not directly relate to the students syllabus, but for life in general. The teacher is reassuring the students that if they encounter any problems she will be there for them and will comprehend what they are feeling. I believe such a speech from teacher to pupil is very exiting and fascinating. So, my attention was instantly obtained. My opinion would be that this would have also been the case for much of the adverts other viewers.
If so, this would have been an extremely important factor for the development of the advert, as catching the attention of the audience within the first few seconds of an advertisement is very significant. Personally, I think the producers of this advert would have been aware of this, so would have included such a captivating scene at the outset of the advert. After the teacher finishes speaking a sentence appears on the screen reading “a job is not just a career. The sentence is presented in exceptionally bold lettering, covering approximately a third of the television screen. First and foremost, so the audience can actually read the writing, and secondly to give them an idea of the significance of the sentence to the scene. I feel, what is implied by the sentence is that not all teachers turn up and do what is contained in their job description, there is more than meets the eye, something extra. In the teachers case it is having a strong bond and understanding with her pupils.
My opinion of this first scene is that it is effective in the way it makes you think to yourself while you are watching. Doing this to your audience is a useful technique, since it gets the audience drawn into the advert, therefore grabbing their attention. The way this scene achieves this is, as the sentence ” a job is not just a career” appears it would give rise to you looking back at the evidence that backs this point and come to a conclusion whether or not you believe it is true.
As the advert moved on it enters a new section, set in Britain. The place this scene is situated can be acquired from a number of features within the set. For instance, the vechlies that are present have English number plates, the street that the advert is set resembles a typical English street, and lastly the characters have English accents. There are two teenagers playing basketball out in their front garden, the ball that they are playing with rolls out into the road. A man in a three-piece suit is walking past and picks the ball up. It is at this moment that creates an element of surprise for the audience. The action that would be expected by such a smart businessman would be to walk the ball back to the two teenagers in an elegant manner. However, takes a shot at the basketball ring from a far distance and scores!
Like the first scene, a sentence emerges on the screen, showing that this scene is following the same principle as the last saying ” a businessman is not just a suit”. The method that has been used again to make the audience think to themselves prolong their interest in the advertisement, and by this time, knowledge of the product actually being promoted would want to be acknowledged. I was considerably impressed with the advert by this point as no impressive information had been given to the audience about the product advertised, nevertheless, viewers would still be gripped in the advert.
Once the advertisement enters the third section, my opinion is the viewer would be anxious to find out the product that is actually being advertised. However, the producers of the advert still don’t reveal the product, or give any clues as to what the product is. I suppose, this could be to build an element of suspense and tension for the audience. Also such a build up would make the final product seem incredibly special.
The setting, characters, and context of the third scene are completely different to the first two, but the main principal behind it is exactly the same. The scene is set in a prison in a presumably foreign country, this known due to the different language used. A man is sat in a cell by him and is painting a picture. Nevertheless, the painting is one out of the ordinary. The picture is exceptional and shows the man to be an accomplished artist.
Following the same trend as the first two scenes a sentence appears demonstrating the notion of the scene, the sentence reads, “A prisoner is not just a criminal”. As with the other scenes the adverts objective is to try and throw out the typical persons stereotype of various people. The first scene was a teacher, the second was a businessman, and this scene is someone who has been put in prison. In essence, the in-depth meaning of this scene is, a person that has done wrong and been sent to prison is not necessarily a person who has no skills other than those that involve breaking the law, there may be other things that they can do. The prisoner was shown as a superior artist, I feel, owing to the fact that a painter is generally thought of as a predominantly elegant, accomplished individual who is the opposite of what the advert states people’s stereotype of a prisoner is.