Promotional Video Analysis

Textual Study on Promotional Videos

This is the promotional video released to create excitement and a buzz for the Netflix series 'Thirteen Reasons Why'. I think that this is a very effective video in its aims to promote the series because of its mode of address in connection to the target audience. The target audience is teenagers and young adults for the programme and so the decision to create an advert for it through the eyes of a phone screen is very relatable. The video was also posted on twitter originally which is where a lot of the show's fans would be found. The tone of the video is very current and modern as it is done through texts and snapchat, it makes it more relatable and appealing to the young target audience. The narrative is about a girl that is becoming a victim to cyber bullying and rumours, this is also a topic that a lot of teens and young adults can connect with. Cyber bullying is a very current issue that a huge amount of people have fallen victim to and so by creating a video that highlights these issues is a clever advertising technique.

This BMW  commercials quite effective in making the car look appealing because it emphasises how sleek it is by putting footage in slow motion. There are images of the materials that the car is made of like leather, wood and metal merged into images of the actual car and how it works. This is effective because it simplifies the car and makes it seem like a simple thing that anyone can get and understand.These images are edited together in a fast pace montage that may just confuse some audience members. This montage consists largely of close ups and mid shots of various car parts that have smooth edges and curves and by the way the camera follows the curves in the material almost mimics the sexualisation of a female body on film. By filming the car as if it was a beautiful woman it makes the product seem more desirable and heterosexual men may subconsciously associate the two and therefore want to buy the car.  The images are all dark and filmed in low key lighting which gives it an aspect of mystery and connects to the dark colour of the car which may appeal to a larger audience as brightly coloured cars are less popular than the more conventional black and grey. The target audience for this may be car lovers, people who understand the terminology used in the advert and can identify if its a good car or not. The negatives to this promotional video is that its not unique to others, there are thousands of car adverts and I find it difficult to identify one from another because they're all so similar. I like the consistency and how nicely the footage of the car and nature flow together but it is almost identical to other car commercials.

Above is the 2016 Christmas advert for Aldi, the advert is extremely charismatic in its story telling which naturally draws an audience in. I think that this promotional video is effective because it's entertaining and friendly, theres nothing overcomplicated or forceful about it; it's just a fun engaging story about a carrot on a christmas dinner table. Everything about the mise en scene in this video is traditional to a British christmas which is something that the majority of people in britain can relate to. The table covered in seasonal food, the room plastered in decorations and the warm hue that lights the whole screen just screams christmas. This will make the seem comfortable and relatable to a lot of audience members. The target audience for this would be varied as the theme of christmas appeals to all ages, families with children would possibly find this more attractive because it will get the children excited for christmas and it also offers an affordable place to get your food from which will appeal to parents. The mode of address is fairly informal which is why more people will be attracted to the advert, it's more positive and uplifting. This is another reason for it being more engaging to a younger audience. Overall I think that Aldi has captured the christmas spirit which is something that would be fun to watch for anyone who celebrates this holiday. The personal touch of the animated carrot means that Aldi has created a mascot and can use it to push their store even more which is a clever marketing technique.  The close ups of the carrot's face help to create emotion and a connection with this character and the audience. 

The promotional video for the iPhone X is quick paced and colourful. It begins with a montage of close ups of the phone which has been very quickly edited together which may confuse the audience or trick them into thinking that it's cool. The camera movements and cuts are edited to the beat of the music which makes it seem more rhythmic and interesting, it is a clever way and making the audience associate a song with a product because when you hear the song you will picture the video. By quickly flashing up on screen all the attributes of the phone such as durable glass and wireless charge they are potentially just confusing a lot of the audience but because it is done in such an upbeat, colourful and positive way, the audience might not mine being confused they just enjoy what they're watching. the close ups of various different people's faces all shapes, sizes and colours makes the video seem very inclusive and personal to everyone. The video is a perfect blend of playful quick pace editing and complex in-depth language that work together to confuse and interest an audience at the same time. The audience member that are less knowledgeable on technology and will perhaps just buy the phone for the brand will just watch the video and be content with the jolly music and positive themes whereas someone interested in buying the phone for its technological assets will maybe be more aware of the language flashing up on screen and pay more attention to the information being thrown at them.