At the bottom of the page, during the first shot, a small set of writing appears at the bottom of the screen saying 'The Clothes Family'. The first letters of these three words are boxed and all the letters are different shades, such as, cream, pink, and yellow. The font is sort of furry and rugged which looks like cloth or fabric. As the thing that is being advertised is involved with clothes, this goes well with the whole advert. These words appear slowly onto the screen and in the next shot they faded away.
The people in this shot are the main images and so they need to be taken into extreme consideration of what they are doing. The girl, Lisa, looks very upset and angry. She is bending over like she does not really care about anything. Meanwhile, her mother is upright and walking towards her with confidence.
The only sound effect in this shot is when the mother enters the bathroom and opens the door. This is a diegetic sound. However in the background there is also some music playing. This music is happy and jolly. This is a non-diegetic sound, but it sort of goes with the movement of the lady.
There are not many words said in the first shot. As the Mother enters the room she advises her daughter to cheer up. This advice is stated in a motherly way. Her voice is gentle, calm and full of persuasion.
The second shot is set in the same place as the first with the same sort of Mise-en-scene. However, the shot is actually a tracking shot and a point of view shot because it moves as the lady moves forward and looks at things from her own point of view as it is basically a reflection in a mirror. In this shot there are no diegtic sound effects but the same happy sort of music. The language is different in this shot as well. The mother says to her daughter in a sort of maternal way, " He's only going for two weeks" and the daughter replies in a nervous and anxious voice, " But what if he meets someone else?" Since this shot is set in the same place and with same people as the first shot there is not a lot of difference in the set and colours.
The third shot is where the mother shows the girl a bottle of Comfort. In this shot the colours are mainly the same as the last one except that the bottle of comfort is blue. This gives connotations of being fresh and cool. This shot is a close up of the girl and her mother. A close up allows the viewer to see the expressions of the girl; she is worried, nervous and concerned. The lighting, costumes and the setting are all the same as before and so is the music. The mother tries to reassure her daughter by leaning forward and putting her arm around the girl. She then shakes the girl lightly before showing her a small bottle of comfort. Lisa sighs in the way meaning that she will try anything.
Shot four shows the girl pouring the comfort into her hands. The colours are practically the identical as before. The blue, which pours out of the bottle, suggests connotations of being light and refreshing. It appears to be cool and fresh and looks just like water. To film this, a close up shot has been used on the girls' hands. The pouring of the comfort is the only sound effect, however the music in the background is still playing. During this shot the narrator says, "Comfort gives fabric…" (The rest of the sentence is finished in the next shots).
The next shot is a point of view shot. The mise-en-scene is the same as the others shots. The music in the background is the same throughout the advert as well. However in this shot there is also another sound effect of the liquid being rubbed into the hands of the girl. She rubs the Comfort into her hands as if it is a moisturiser. While this movement is occurring the narrator is explaining about the product, she says " that irresistible feeling…" (The rest of the sentence is finished in later shots.)
The next shot includes the same type of devices as the other shots. This shot is a panning shot as the camera is moved from the right of the screen to the left without actually moving. The same music is used; it is jolly and happy. The only other diegetic sound effect is the ringing of the doorbell. The only language in this shot is the narrator finishing off her sentence, "…of deep down softness."
This shot, shot six, is when the girl is rubbing the comfort onto her face as if it is lotion. While she is carrying out this task the doorbell rings loudly.
Once Lisa hears the doorbell she gasps nervously and immediately proceeds downstairs. This movement is the next shot. This shot is a medium shot as it shows the girls feet as she rushes downstairs. This shot is set on the stairs. The lighting is fairly bright and the colour is cream. The writers have organised the set in this way so that the feet of the girl show up easily. In this shot, as the viewer can only see the girls feet descending the stairs the costume is difficult to see. Her shoes are very high and pink which gives connotations of being very girlish. The sound effects to this shot are the music, which has been played throughout the whole advert and the sound of the girls' feet as they proceed down the stairs. As she swiftly descends the stairs, the viewer can tell that the girl was in a hurry to get to the door because she took the steps two at a time.
This shot is followed by shot eight which shows the girl opening the front door to her house. Shot eight is a shot-reverse-shot, which looks over one persons shoulder, in this case the girls'. As this shot is looking over onto the street in front of the house it shows a different variety of colours. First of all the colour of the houses opposite are a similar cream. This is probably done so that the people who are bright colours stand out in the shot. The sky is a bright blue.
There is a lot of varied mise-en-scene in this shot from the others before. The light is bright because it is daylight. The girl is still wearing the same costume. The boy however is new to the whole advert. He has a selection of blue garments on him. This gives connotations of being cool, laid back and easy going. This also suggests that he is very boyish.
The set of this shot is also different from the previous ones. This shot is set on the front door step of the house, looking out onto the street.
The only sound effects to this shot are of the girl opening the door and the music, which, by now has slowed down to a sort of drumbeat, as if it is waiting to see what happens next.
Once the door is opened the boy says uneasily to Lisa, "Guess I'll see you then." This phrase is said in an awkward sort of way. The girl immediately flings her self at the boy ant they both settle in a hug. The next shot is a close up of the hug and is still a shot-reverse-shot looking over the girls' shoulders. Suddenly the boys' eyes open in alarm and he states to Lisa "Lisa your sooo soft!" This statement is delivered in a surprised sort of way. The sound of the car horn is then heard beeping a couple of times very loudly.
As the two youngsters are still embraced in a hug, Lisa exclaims that Darren should better go as the taxi was waiting for him. This is another shot. This shot is looking over Darren's shoulders onto the girl but it is also a long shot. It also shows the taxicab, which is a cream colour, and the house, which is also cream. There are no other sound effects to this shot except the background music, which has been added.
As Darren does not let go of Lisa she taps him on the shoulder and says, "Darren." This is said in a sort of 'what are you doing?' voice. This shot is a close up of the hug but it is also a shot-reverse -shot. The music is still quite jolly and happy. This is still set outside the house.
The next shot is back in the bathroom, where the sink is. It is a picture of the Comfort bottle standing on the sink. This is a close up of the bottle and the camera moves closer towards it as three words form on the screen. These words are; TENDER LOVING COMFORT. TLC!!! The letters TLC stand for tender loving care. However the creators have used this well-known phrase and replaced the care with Comfort, the brand name of the product. This means that the product will be caring, and soft when used. The font of the letters is very simple and in capitals so it is easily readable. It also looks rugged and furry like cloth of fabric.
The last shot is set back outside the house, where the couple are still standing their hugging. Lisa then says in a fed up sort of way, "Darren you're creasing me now!" Once this phrase is said the Mother appears on the screen from behind the door. She looks at the couple in an 'I told you so' look. This is a shot reverse shot looking into the house from the road, onto the girls face and her Mother.
I think that this advert is very clever. It gives the connotations that the product will basically make clothes feel fresh and cool without damaging them in any sort of way. I like the way that the writers have used people made out of clothes and that the comfort is used like a moisturiser to make the clothes soft. The comment about the creasing at the end of the advert is also quite funny. The music throughout the advert is light and bouncy. It makes the advert seem bubbly and lively.