Indledning
Long gone are the times where an advertisement was simply a showcasing of a product that urged customers to buy it.
Nowadays a lot more cinematic thought is being put into them as ads have been made into entertainment in order to retain the attention of consumers and get ahead of their competitors.
One of these cinematic advertisements is the Sainsbury 2014 Christmas Advertisement; an ad masked under elements of a narrative short film recreating the historic Christmas truce from World War I in 1914.
Optimer dit sprog - Læs vores guide og scor topkarakter
Uddrag
Throughout the whole advertisement the music and the sound effects play a large role. The clip begins with diegetic sounds; the sound of cannons off-screen, reminding us that the war is going on even on Christmas Eve.
The lyrical twist comes when the sound of “Stille Nacht” is heard being sung by the German troops. As the American troops join in, singing their version of the song “Silent Night”
the Christmas Spirit is seen cutting through the tension of the war and creating a moment of unity between the two groups of soldiers; people from different countries, from different sides of the war, sharing this moment on a holy day.
On Christmas day, the music changes to non-diegetic music when the two soldiers approach each other on the battlefield.
Even as the viewer is uncertain whether or not they will get shot at, the music brings with it a feeling of hope and lightness. The two troops meet in the middle in a super-total view which signifies the importance of this moment.
The music grows in strength and beat as the two troops interact. The advertisement also uses colouring to assist the music in changing the mood of the clip.
The colouring shifts from a blue undertone, representing cold impersonality, to a yellow undertone, representing warmth and optimism, shows that this interaction, the normalcy of playing football and taking photos together, is a breath of fresh air from the battle.
Skriv et svar