Analysing a TV advert - Comfort, the clothes washing liquid.

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Analysing a TV advert - Comfort, the clothes washing liquid

The TV advert that I am going to analyse is advertising Comfort, the clothes washing liquid. This advert is very, very unusual. It is about a family made out of fabric, a little bit like rag dolls. I am going to analyse this advert shot by shot so it is easy to understand.

The first shot is set in the bathroom of the 'Clothes family'. Little Lisa cloth is extremely upset that her boyfriend is leaving town for a little while. At the start of the advert she is standing in the bathroom looking extremely upset. Her mother then comes in. This first shot is a tracking shot as it moves with the mum as she enters the bathroom and walks forward to talk to her daughter. The set is the bathroom of the house and it is in fact very plain and minimalist. The bathroom is a simple cream colour but it looks as if this is made out of cloth, for the reason that it has stitches all around the edges of the whole room. I believe that the writers have created the bathroom to be this way so that the people stand out, as they are bright colours. The mum is made out of orange and brown material and the girl is purple, pink and lilac.

The lighting used in this advert is also very important. If the lighting was dark or there was no lighting at all, then no body would be able to see the advert or the people in the advert and the whole advert would be useless. Therefore, the lighting is very bright, lively and cheerful. Nothing is dark. The reason for this is maybe because the advert is set in the daytime. Nevertheless, it may give connotations of the product making people jolly and cheerful even when they might be upset.

The next thing I am going to observe is the costumes of the people inside the advert. Costumes are extremely important as they may show the personality of a person in any advert. This means that getting the costumes just right is extremely vital. In this first shot there are two people, the mum and the daughter. The mum in this case is wearing an assortment of garments made from different types of fabric. The colours also vary from orange and brown. These colours give connotations of warmth and sanctuary. It also suggests the feeling of the sun and fire. The lady also looks strangely like a lion. I am not sure whether this connotation was supposed to be implemented but I think that this suggests the feeling of being protective in a motherly sort of way. The girl however is wearing a different sort of costume. The colours are girlier, pinks and purples but they are not very bright. Her clothes give connotations of being droopy, worried and sad. Her pale face suggests that she maybe a little queasy and her expression also gives these implications.

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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 ...

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