Deconstruction of moving image text

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Deconstruction of moving image text

Jack Bennett

I am writing about the Alfa Romeo 156. I will be analyzing and de-constructing the advert, attempting to evaluate the reason for using the music, lighting, camera angles etc, that they’ve used. I’ll also attempt to highlight the links between the advert and the product and produce my own opinion on the aspects of the advertisement.

The location used is breath taking and quite a superb idea. The film crew have used computers graphics to freeze over Venice, the idea is unique and original which they’ve cleverly used to link with the idea of the Alfa Romeo being an exclusive and rare car. The makers could have chosen anywhere in the world but choose Venice for the reasons that it’s elegant, sophisticated, one of a kind, mysterious and historical which all relate to the car in different ways, it’s also in Italy which is linked to the tradition of the car because Alfa Romeo is an Italian made car.  

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Everything in the advert is represented in an icy and mysterious fashion, it is shown very clear and bright as though the whole of Venice has got a brilliantly pure halogen light. The sky is a passionate blue without a single cloud dimming its appearance, which contrasts beautifully with the romantic structures of Venice. Back on the ground the ice is a spectacular metallic silver which links with the car giving it an aerodynamic gliding feel. The two ice skaters on the advert are shown gracefully sliding along the ice in unison giving the impression again that the ...

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