The following analysis is a combination of responses given by U block and R block 1st year media studies to an audiovisual spot advertisement to the fragrance L'Interdit by Givenchy. There may be some repetition in this post!
The advert in question can be viewed here
- A binary opposition is formed between quiet and loud. At the start of the advert, a sense of quietness and stillness is constructed, with very few people on screen, and very few people moving. However, towards the middle of narrative, the model enters the Metro, and a noisy and chaotic atmosphere is constructed thorough the MES of trains and eccentric performers. Finally, towards the end of the narrative, the model enters and extremely busy setting, further reinforcing this conflicts
- A binary opposition is formed between the isolated central model and the groups of people constructed in close up shots, which emphasises their happy emotions, which is reinforced by the MES of their energetic smiling faces
- Calm and chaos. The model’s face and surrounding streets are shot in golden low key lighting, which connotes wealth and power. However, she descends in to the Paris Metro, a public transport system which is associated with working class people. The glamorous and model does not belong in this setting, creating conflict
- The advert commences on the dark, low key lit streets of Paris, before entering the bright. Harsh, artificial lighting of the metro. The MES of the harsh lights of a train creating glaring shadows, which construct a sense of mystery
- The inclusion of beautiful models in a setting associated with crime, threat and danger constructs a fascinating binary opposition
- Lighting continually switches from dark to light, for example the cut between the dark streets of Paris and the harsh, unnaturally lit Paris Metro constructs an exciting atmosphere for the target audience
- The model initially seems unsure and insecure, an emotion which is reinforced through the choice of close up of her worried facial expression. This is further anchored through the performance of the model, who walks down the street in an anxious and twitchy manner, which demonstrates her anticipation. However this completely contrasts with her confident performance at the end of the advert after experiencing an exciting part
- A conflict is constructed between day and night, with the advert starting in the depths of the night, and ending with the model emerging in to the low key light of an early morning makes reference to exciting parties, and reinforces the excitement and confidence of the brand
- A binary opposition formed between calm and chaos, which constructs an exciting and confusing atmosphere. Initially the advert features classical music that constructs a sense of quiet anxiety, before exploding into modern, exciting, bassy dance music. This use of a binary opposition heightens the emotions of excitement and happiness, which in turn suggests that Interdit is both timeless and exciting.
- A diametric opposition is constructed between interior and exterior, with the setting of the metro creating a down to earth and approachable atmosphere. A sense of conflict is formed through having a beautiful, glamorous and famous woman seen taking public transport
- Finally, a binary opposition is formed between the sparse city streets and the warm and exciting subway shots. The MES of lively performance is referenced through the MES of actors standing close together, which connotes popularity, friendship and fun