TV Advert Analysis

This advert is to show what Magnums are and what different types you can get, the target audience is anyone that can eat chocolate ice cream, as all ages eat it, also its not really designed for one gender. The advert is a stand alone video as all there is to show is what the Magnums are and people eating them to draw people into it. The style of the video is serious as a couple is getting married and after they wed they share a Magnum. It doesn't really use AIDA however it does attract attention as the couple sharing the Magnum are 2 women who just got married and shared a kiss, this attracts attention as you don't really see homosexual relationships portrayed in the same way heterosexual ones are, but it sort of shows interest as the product its advertising isn't shown until right at the end and so people will be watching it wondering what the product will be, it shows desire by showing beautiful people in perfect makeup and glamorous clothing eating a magnum and so it makes the audience like them as they are acting natural as some people eat ice cream at any occasion and some people might watch it and then want a Magnum, or might watch it and wonder what its advertising, it also shows action as it makes people want to buy a Magnum as they are seeing people eat them and enjoying it, also it could make people want to get married as it shows a newly wed couple. Also it makes it so anyone watching it no matter who they are or where they're from knows that they can eat Magnums with anyone they want, as the slogan is "#pleasureisdiverse".

Mise-en-scene/Iconography –

At 0:33 into the advert it shows one of the brides walking down the aisle with her father, around them there are a lot of other people, everyone is dressed in bright colours which means that it is a happy occasion.

Lighting –

Throughout the whole advert the lighting is really bright to connote that it’s happy and has a light atmosphere, and to represent that it’s a sort of dreamy occasion.

Camera shot, movement, angle and composition –

At the start of the advert it has a close up of one of the wives putting makeup on, and then a full body shot of her in a wedding dress, this is to show that she is getting married. The angle at 0:08 is a low angle to make her look more powerful in her dress. At 0:31 the camera is purposely placed so that a pillar on the left hand side is blocking the view of the bride standing at the top of the aisle, this is so the audience doesn’t see her until 0:34.

Editing

The editing in the advert is done so the audience knows the first woman is getting married but they don’t know who she’s getting married to until 0:34. Also the editing is done so the video plays through slowly with no shots played in quick secession, this is to show that the occasion is relaxing and happy.

Sound effects/music

In the background of the advert there is light music playing, with the lyrics saying “is this love, that I’m feeling” which I feel shows that people feel as though homosexual relationships are fazes that they grow out of.

Sfx

There aren’t any special effects in the video as they are just showing 2 women getting married and eating a Magnum.