(M1) Structure of Specific Audio Visual Promotions

 Structure - 

there is not much of a narrative order to this advertisement, as it does not have a true meaning or storyline. However, it does show the progression from lack of colour to an extremely bright coloured car, which could act as a metaphor to how it is brightening up his life, making it more exciting etc. 

The video starts off with a man stood in a luxurious house, with a large window showing a winter environment with the northern lights also present. This immediately establishes the theme of the video, as a very high class and lavish. The video is also visually comfortable, with low light colours that are not harsh on the eyes. There is then a mid shot of two men, one of which appears to be a servant for the man wearing the suit. This connotes the feeling of class again, as servants are associated with richer people.

There is then a close up of the servant accessing a door with a science fiction style eye scanner. This promotes the modern feel of the car, as it is promoting the change to all electric cars.

Why'd You Only Call Me When You're High? - Arctic Monkeys 

the structure of the video is very straightforward. It is based from Alex's point of view and shows him trying to get home after drinking and taking drugs, which hinders this process. The video is based around him having hallucinations of the people around him doing things that they are not. 

The video starts out with him with his friends, at what appears to be a bar or a nightclub. He then goes into the toilets of this nightclub and starts to become disorientated and having hallucinations.

The video starts with him in the bar/nightclub setting bathroom, where the audio begins to go hazy and he starts to have hallucinations, and it is shown that he is missing messages from people, as he is not fully conscious. He then begins to walk home, as the song progresses from verse to chorus to demonstrate this change in scenery. He keeps having these hallucinations whilst walking back until the end of the video, where he can be seen waiting at the wrong door. Overall the video has a very comedic feel to it, but promotes a feeling that may be gained from the song.

COVID-19 Symptoms and Information Advertisement

The cinematography in this video is very bleak, as it is not supposed to be visually impressive, as it is purely serious and is only used to get information out. This means that the only shot in the advertisement is a medium close up of Chris Whitty, as he explains the problems and risks with COVID-19.

This video has an almost cyclical structure to it, as it starts and ends in very similar ways. The advertisement does not have a 'narrative' for say, but it does follow a chronological order of information. He starts with explaining what COVID-19 is, and then follows with symptoms, and necessary steps to be taken to keep yourself, and other people safe from the virus. The video then ends with Chris telling people that they can find more information at the NHS website, which is a call to action to end the video on something that the audience can follow through with. The Video then ends on a card that shows both the government guidelines and the NHS website, which shows people where to fine more information.

The entire of the video is show in a simple medium close up, with a very generic blue background as well as a slight glow around Chris. This immediately tracks people's eyes to him, and makes sure that they are paying attention to the content in the video. There are a few changes in shots throughout the video but for the first portion it as a continuous medium close up, and nothing but Chris talking to the camera.

There is then a quick animation shown on the screen, this is again used to stop the audience from getting distracted, whilst also providing them with something to look at to help them understand the message trying to be conveyed. This animation is a 3D render of the human body, and has a checklist next to it showing the possible symptoms of COVID-19 and the area they would be present in. 

The animation shows the audience exactly where and how these symptoms would look and how to easily identify them. This animation is very simple and intentionally un-complicated to make sure that all audience members can gain a better understanding of the virus, and how to stay safe from it. This is essential in this advertisement as the main goal is keeping as many people safe in the most simple way possible.

The end of this video contains the same medium close up as the start, and ends with a short messages about keeping yourself and others safe, and then a short fade transition to the call to action for this advertisement, which is the NHS logo, as well as two website links. One of these links is to the NHS guidelines for COVID-19, and the other is to a .GOV website which contains all of the information surrounding CVID-19, the guidelines and the series of lockdown events that are taking place. This means that people are given a clear instruction to follow at the end of the advertisement if they do not feel fully updated on the information. This is a perfect end to the advertisement as it makes sure that everybody has the chance to be fully informed about any information which they may have missed throughout the advertisement.

Dumb Ways to Die - Train Safety Advertisement

The advertisement starts with two characters on a platform, with one of them running which conveys that he may not be on time. This is a common occurrence in a train station so it immediately creates something an audience can relate to. Then as the character gets to the platform, he slips and falls into the train door, which is followed by a train setting off and causing a pink 'blood' splatter which is used to portray the danger of the trains in the station. This shocks the audience which is a positive as it means that the video will stick in their minds. The video then ends with, 'stay safe this winter' which is relevant as places may be slipper and more unsafe in the winter season which promotes the publishing of this video.

The first scene of this advertisement is a long shot which involves both characters. This immediately sets the protagonists to the audience, and creates a relationship between both. One character can be seen stood beside the platform, waiting for the train with an umbrella. The other character is towards the back of the scene much further away from the edge of the platform.

As the scene progresses, the character at the back of the scene starts to run towards the platform edge. Here it becomes obvious to the audience who the protagonist of the video is, through the movement of the character as the entire scene begins to shift focus purely onto this character. The scene then shows the other character in the set drain their umbrella onto the platform, which creates a puddle of water. This is where the audience infer how the other person is going to slip onto the water, and they are yet to notice it. This creates some dramatic irony in the scene, as the audience begin to realise what will happen. Then it is shown that this character slips into the now closed doors of the train, and which is followed by a gruesome yet cartoonish shot of blood spray on the window as the train sets off. 

The scenes in this advertisement are extremely effective at getting a serious point across in a relatively simple and childish manner. This is also more likely to stay in the viewers head, which makes it a little bit more useful, and promotes a good lesson from the advertisement. Another positive about this advertisement is how the viewers learn to spot the danger through the advertisement, which is shown through the puddle of water sequence. This means that they will be more likely to point out similar hazards in the future.