Comparing two television adverts.

his face to reveal that he is scared and doesn’t know what to do.  The next scene show people and children running around outside in great distress, meaning that the twister must be coming for them.  While this is happening, there is a voice- over taking place, which is giving out information on the twister.  The information given out is quite frightening and would make the audience feel sorry for anybody who confronts it.  The camera cuts abruptly to the inside of the car that you saw earlier in the advert.  A voice-over starts and gives out detail on the specification of the car.  This is all spoken in car jargon so that it sounds good to the audience even though they can’t understand it.  The camera smoothly cuts to a scene in which the car is driving in the direction of the twister.  This makes the audience wonder why the car is doing that and make them feel apprehensive.  At this point the mood has got a little quieter but there is still a hint of danger.  In the next scene, the audience is shown a film where the car is driving through a small hamlet with pieces of tin and corrugated iron roofing is being hurled around in the air by the twister, but the car just ignores this and continues to drive through with no sign of fear.  This makes the viewer think “the driver of that car must be mad” and “I wouldn’t dare do that in my car”.  This is exactly what the advert is made to do.  The scene also showed the audience that the car is safe and reliable and that its main aspect of a car that people look into when preparing to purchases a new car.  This advert doesn’t have any celebrity involvement in it, which may appeal to the person who just wants a good car and not a car that needs a half-naked woman on the bonnet to get the viewers attention.  Another different thing about the advert is that there is no specification of the car shown in writing in the advert.  This maybe because the company doesn’t want to show it as it may not be very impressive.  It also could be because the producers of the advert want to be different from other adverts and not shown the audience any specification as they may believe that this is the way to sell a car.  The next scene shows the man driving the car.  He says he is “going to the right spot, the eye of the storm.”  This gives the audience a feeling of fear for the driver because they think “he must be mad to do that in a normal road car.”  This is what the scene is produced for, so that when the man does eventually drive to the eye of the storm, the audience will realise and acknowledge that this car is something different.  The scene after that shows a close-up on the mans face.  When you look deeply into the mans face you can see that he is very calm for this situation while everyone else is running around in horror and fear.  This scene gives out the statement of the man having his full trust in the car.  The camera switches to a weather station.  Everything in and around the weather station is peaceful and calm.  This is included in the middle of the advert to break up the tempo and change the setting from horror and fear to calm and peaceful.  The advert continues with this in the next shot, which is of a flower.  The flower is white and could have been placed in the middle of all the havoc and chaos of the storm as a symbol of hope.  You see the eye of the storm in the next scene.  The eye of the storm is the total opposite of the outside of the storm.  In the eye it is relaxed and quiet and on the outside of the storm it is dangerous and frightening.  In the eye of the storm you see a man, which must be the man you see driving the car.  He has made it to the eye of the storm and is placing a box into the ground, which could be some sort of measuring instrument.  This makes the audience come to the conclusion that the man is a professional storm chaser.  The audience would also think that out of all the vehicles in the world that he could do this job with he chose this car.  This would appeal to the audience, as they would think that the car is one hundred percent trust-worthy.  The man says “drives like on rails” in the next scene, meaning that the car can’t get moved form its path by anything.  This shows off the car’s manoeuvrability, which is an important factor in any type of car.  The car’s manoeuvrability is shown in the next scene, when a building explodes and the car dodges the explosion and all of the debris that is expelled.  The slogan for the car is presented in the next frame, “ a car you can believe in.”  This is a slogan that sums up the whole of the advert.  All through the advert you see the man trusting the car completely and believing in the car, when he takes the journey of a lifetime through the twister.  The next scene is the last scene of the advert and this is the scene when you eventually find out what make and model that the car is.  They leave this to the end to get the audience eager to find out what the car is.  It is also positioned at the end so that the audience doesn’t forget the make and model when they become gripped in the advert.   The V.W.  advert starts off very wildly.  The first thing you hear is some very lively and silly music which makes you expect the advert to be advertising children’s toys or something in that type of genre.  The screen fills up with the writing “exotic location.”  This makes the audience change their view of the advert to holidays.  The “exotic locations” is set in the middle of the screen and written in a child’s writing.  The next scene shows a car diving in front of a few postcards of Torquay.  When you look closely at the car you can see that it is only a toy-car.  Also the postcards are of Torquay and the scene before said  “exotic locations.”  Torquay is the total opposite to exotic!  At this point you start to think that the advert is based on the theme of comedy and the producers of the advert are “taking the mickey”.  The next scene says “beautiful women.”  Again this is in child's writing and from the last scene you can your expectations change so that you can expect ugly women.  What you do see is a Barbie doll sitting on the bonnet of a toy-car.  This and the scene before strengthen the audience’s expectations of the advert to advertise cars.  These scenes get the audiences expectations up and then they undermine them.  “Dangerous stunts?” is what the next scene says.  Then it says “No Sir!”  This means that the people making the advert are trying to sell their product without showing any incredible stunts or death defying stunts.  The scene after those states “This commercial cost the same as two years service on a new Volkswagen Golf.”  This is showing that the advert is very cheap and simple and now the audience finds out why the advert is made to look cheap and be cheap.  You get shown a cheque to a V.W dealer for £0.00 by A Driver in the next scene.  This means that the advert must have cost absolutely nothing to produce and that two years service on a new Volkswagen Golf costs nothing as well.  The advert gives a free-phone number on a post-it note.  This still all adds to the cheap and tacky theme and to show that it does the next frame says “that’s free too.”  This advert is based on the cheap theme so that it can “take the Mickey” out of the adverts that spend millions of pounds producing.   Both the adverts I analysed were about cars, but they were both incredibly different and deployed a different way of advertising.  The Volvo advert is showing what the car can do and how good it is, whilst the V.W advert is comical and just says how cheap the car is to service.  The Volvo advert shows a lot of special effects and a thrilling story line, which is used to help show how the handling of the car and its drive quality.  The V.W advert is the total opposite of the Volvo, as it uses comedy and cheapness to get the audiences attention.  This advert is basically produced to “take the Mickey” out of all the adverts that are flashy and cost millions to make as it can still get the message to the audience but with a lot less expense.  In my opinion the V.W advert is the better of the two to sell cars as it stands out more from the normal advert.  The Volvo advert is not very original as there is a lot of adverts which are very similar to it.