The music to this commercial is all over the place in terms of genre and style. The song is clare Maguire's 'aint nobody' remixed by breakage - a major dubstep artist. Over the top carefully selected samples from 21st century generation and the 80s generation are included - enforcing a wide range of consumers to associate better. It is dark and evil, whilst at the same time being so seductive and enticing.
This advert has improved 10 fold on renaults pervious execution which was simply 'va va voom'. It has put the clio in a class of its own.

Thought provoking text...

Poetry & Copy

Father wears his Sunday best,
Mothers tired she needs a rest,
The kids are playing up downstairs.

Sisters sighing in her sleep,
Brothers got a date to keep,
He can't hang around.

Our house it has a crowd,
Theres always something happening,
And it's usually quite loud.

Our mum she's so house proud,
Nothing ever slows her down,
And a mess is not allowed.

I remember way back then when,
everything was true and when,
we would have such a very good time,
such a fine time - such a happy time.

And I remember how we'd play,
Simply waste the day away,
And then would say nohing could come between us,
Two dreamers.

Our house, in the middle of our street.


Virgin media, a more exciting place to live.

Set a new style.

The bestest sweets in the world!

The sweets are now the actors in a small life drama, quite like a soap opera, no need for human beings!

This follows classic storylines to do with death, love, and relationships. This is not only funny, but it is perfect to engage the consumer by making an imaginary world. The storyline helps to pull the consumer in so much, that they will want to watch the next part and the next and so forth. They may even be watching the stories in between watching actual sopa operas in the evening.

The key factor that makes Natural Confectionary Co.'s work stand out is that they have used the product to advertise itself. By personifying a sweet, adding funny & quirky personalities, people become more open to feeling something for the product.

Semiotics

Semiotics is the study or signs and visual communication through signification. The practice is often seen to be anthropological because it works with and for social values.
Often, the signs involved play on myths well known to a society. This enforces the ideas that there is some truth in what is being shown and it conjures up images in the consumers head.
• Agency: Abott Mead Vickers, BBDO, London
• Creative Director: Peter Souter
• Copywriter: Tom Carty
• Art Director: Walter Campbell
• Budget - £6million
• Release: 17th March 1999

'Surfer' is an advertising campaign launched in 1999 to promote Guinness draught stout. The commercial shows a Hawaiian surfer's face to start. The look in his eyes is the aspect that draws the viewer in, and the music starts. Music by Leftfield, song Phat Planet. The group of surfers are waiting for the perfect wave. The slow, heartbeat-like music adds to the tension. The narrator refers to timing "tick to the tock to the tick..." exaggerating the space in between each second of anticipation. As it arrives, the crashing waves of power and strength turn into actual horses. One by one, a surfer is engulfed, leaving only one, who manages to conquer the wave. The others join him as they celebrate on the shore.

The advert was in reference to Walter Crane's 1893 painting "Neptune's Horses", a well known myth that society knows.

Romanticism

Romanticism came about in the late 18th century in Europe as a revolt against aristocratic social and political norms as well as the industrial revolution.

It played on people's imagination and emotion, trying to escape the confines of the ever growing industrial, scientific world. The world of nature worked well with picturesque qualities as the aesthetic experience was what romanticism was aiming for.

I find Tony Kaye an absolute genius, because he used the advertising industry to his advantage. He learnt how to communicate to people effectively and learnt what would make them tick through emotional, unique and visually powerful advertising. This was all with the intention to become an 'artist' - and he has succeeded in many areas, even in the film industry, directing American Histroy X. Kaye is brilliant at making the viewer feel uneasy by showing an area that is unknown or threatening, whilst still being a true romantic and bringing a postivie reaction from the emotion involved.

He has also plays with sublimity in his work. For example the advert he created for Volvo where the car drives around a tornado demonstrates a natural force destroying everything in its path, except the volvo. It was filmed inside the car to demonstrate reliability, safety, comfort, quality. This was a new angle that had not been seen before and it had not been displayed in this sense. The reason it works is because is places the consumer inside the actual product and gtives them the feeling of being a safe, looked after owner of a Volvo.

Volvo: Twister

Agency: Abbott Mead Vickers BBDO

Director: Tony Kaye

Production: Tony K

Post Production: The Mill

Brand: Volvo

The Document

The execution of Nguyen Van Lem. Photographer: Eddie Adams

Agreeably this is a distressing photo as the viewer knows what is about to happen. The photo depicts the last living second of this gentleman's life. But this is a historic piece (won pulitzer & world press photo award 1969) that embeds an image for all to remember for the rest of their life. A good or a bad thing?

Documentation, especially of war, is essential for us to remember what may be otherwise forgotten. Not only forgotten but over-seen or covered up incidents such as the one above are brought to light.

Top war photographers such as James Nachtwey, Robert Cappa and Sean Flynn have been to places nobody else would want to go unless they were fighting. Their aim is to show the outside world what an unknown world is like. And this is not a prepared, thought through process, it is merely aim and shoot. The photos taken show a hyper-reality, where the subject and matter in hand are real.

This entrigued me - its a small, simple idea but can it be evolved into a massive one?!

What is this?
Whose is it?
Where is it?
What does it do?
How does it not do?
How can you benefit from it?
Who else benefits?

An excellent example of direct advertising using the product to advertisie itself.

Graphics & Advertising

Graphics are visual stimuli. It is placed and arranged in a certain way to portray a message that is legible or comprehendable to the reader. There are many way to execute this - from simply colour and shape composition to typography and illstration.

It is not an art however, it is merely done to put forward important statements so that they are not overseen. I see it more as a practice. This creates a massive area of interest as to WHAT is the key factor that will make graphical work stand out.

Advertising, like graphics, have the same goal. To put across a message and make it as consumer friendly as possible so that the consumer will engage in it. This is where advertising needs graphics to improve its visual qualities.

On one side of the coin, advertising is about words and emotions created by how they are used. This can affect people enough to feel the need for the product due to the way it is described. Graphics is essential in this case, as the study of type faces (typography) is a specialist job. Each type will help define a unique style, theme, emotion or aspect of the product.
On the other side, advertising is about how attractive the visuals are, for some poeple merely a glance at a good-looking product would be enough to buy it. There are endless amounts of graphic designers and illustrators in the industry now, each witht their own 'style' but it is up to the art director to select one accordingly to the way they work. Their choice may make the product look in a different league to others, or leave it invisible amongst all the other visual stimuli in life.

The graphic element of advertising, in my opinion, can either make or break the advert. Simply put, depending on how well the composition, colours, or content chosen creates a full idea, will make people see the product in a different light.

Modernity & Modernism

Modernity in itself means the 'new'. This style has shown new ways the world evolves and how art has moved with it too.

In the 18th century, the human race became rapidly scientific and philosophical about the way of life and thinking. Many inventors, architects and scientists became leaders in industry as they determined what was 'the new'. Society would inevitably follow their lead. But this left the artists with a possibility to record all these events, in which ever way they saw fit. Artists saw this opportunity to respond to the lifestyle of discovery and technology - especially as social values and norms were rapidly chaging too.

Modernism was the artist's response to the change in lifestyle and psychological effect of modernity on the public. Design benefited from the new ideals and desire for creativity, there was a demand. New technology also meant that there were opporunities for bigger, better, more daring design. Boundaries needed to be pushed.

'Form follows function' is the basis on which modernism stands on. This belief allowed new and exciting design to emerge as it was seen to be essential.

The Bauhaus movement are probably the leaders in this area. Based in Germany, this experimentation of the new ideas concerning design made it one of the best names of all time. Everyday items had to use 'form follows function', including typefaces and furniture, even buildings.
Because of the simple way their work was executed, it made it very easy for mass reproduction. This in turn was realised as a perfect opportunity to expand the idea to everybody.