He reaches the top, just as the rings are being put on the fingers of Nicole and the groom; the driver begins banging at the glass at the top of the church and yells at the top of his voice, ‘Nicole’. The groom turns around and we see the groom is Vic Reeves, he says in a very questioning voice ‘Bob?’ The camera shows a glance object shot form Vic's view and we see Bob Mortimer, whom we had expected to see as soon as we had seen Vic. Nicole says ‘Papa’, and her father replies ‘Nicole’, in a way that seems to imply ‘follow your heart’. Nicole yells ‘Bob’. Bob conveys delight in his body language and yells ‘Yes’. He reaches the church doors and Nicole, in slow motion runs towards him, which is a reference to a series “The million dollar man”. We get a shot that frames the two in the church door as they kiss. They jump into the Clio and Nicole throws the bouquet to Vic who begins stamping on it. The advert ends with, the two in the car laughing.
Adverts are created at a great cost, in time and money, to help sell a product. They attempt to persuade the viewer to buy the product, by attempting to affect their sub-conscious mind. Due to this great cost of time and money, each advert is carefully edited and compacted. This compacting and editing hopes to bring out the adverts full potential for affecting the sub-conscious mind, and helps keep the viewers attention. Each advert is compacted so much so, that the average advert is only 30-60 seconds long, this means the advert must convince the viewer to buy the product very quickly. To try to grab the viewers attention, and to make the advert stand out, and appeal to people various techniques are used, such as: intertextuality, humour, music and various camera shots. To create the right atmosphere in which the sub-conscious can be affected.
Intertextuality is used to create familiarity, intertextuality is the recycling of ideas, in which an idea is used that has been used is used again. For example Papa and Nicole, have appeared in early Renault Clio adverts, and have turned the adverts into a sort of ongoing soap, the viewers if they recognise this will wonder what is going to happen to them next. The second example of intertextuality, is the appearance of Vic and Bob a comedy duo from the show ‘Shooting Stars’, regular viewers of the show may already know how the advert will end, as Bob always get the better of Vic. Another example, occurs when Bob is begins banging on the glass yelling ‘Nicole’, this idea is taken from a film released in 1967, called ‘The Graduate’ starring Dustin Hoffmann, this will be recognised by middle aged viewers. Intertextuality makes the viewer feel, if they recognise it, fell cleaver, especially men.
Humour is another device used in adverts; the producers hope that if the advert makes you happy or laugh, then these positive feelings will be transferred to the car. Humour is used in this advert in the silly voices, all the characters say, are each others names but in a very silly way, except bob who says ’yes’ when Nicole shouts ‘Bob’. The only other humour in this advert is the ending where the bouquet is thrown to Vic and he begins to stamp on in a childish way.
Music in this advert is used to build tension, set the scene and to highlight the differences between the Clio and the Wedding Car. At the beginning, there is soft orchestral music that suggests a romantic event, this music is kept throughout for the wedding car, but when the Renault Clio is shown the music changes, and has a definite beat to it. The music for the Renault Clio car suggests that it is a modern and sporty car. This is backed up by the camera shots of the Clio. The music when Bob is running up the steps appears to get faster for every step he takes. But when he gets to the top, the music stops this creates tension and suspense. Ambient noise is also used to add a touch of realism to the advert, such as the church bells and the car horn.
An assortment of objects are used to convey meaning to the audience that a wedding is about to take place, for example the wedding car and the ring. Wedding clothes are also used to convey the same meaning. However, these items would only be associated with a wedding in western culture, and the advert would not have the same affect if shown somewhere else.
Various camera shots are used to show off the Clio. To make the car look fast and nippy, a high angle shot is used. However, to show that the car has a big boot a low angle shot is used this makes objects appear big, but slow. Big close ups (BCU’s) are used to show details of the car such as the interior which cannot be seen from an external shot. Enigmatic shots are used a lot in this advert to conceal the identities of Vic and Bob until the end; these enigmatic shots create mystery and suspense. Another camera technique that is used in the advert is juxtapositioning; this is when one shot is quickly followed by another shot, to show a contrast, in this case the fast moving, nippy, shiny, new Clio with the slow, dull and old wedding car.
This advert aims to make the car appeal to both men and women. It appeals to women in a number of ways: it is shown to be small, but spacious enough for children or shopping, it is easy to park (shown taking corners well) and is nippy. The advert also conveys a feeling of happiness, and has a happy ending, which will be liked by women. In addition, the final font, which is overlaid over the advert at the end, ‘The New Renault Clio’ is a very curvy, feminine font.
It will appeal to men because they will recognise the intertextuality and feel clever, they will transfer these happy feelings over to the car, and be more inclined to buy it, as their attitude towards it will be more positive. The advert also seems to show that the Clio makes the owner more attractive to women, as Bob is chosen by Nicole in the end.
I think this advert would be affective; I myself am a fan of Vic and Bob so the advert would appeal to me. The advert itself is not actually very funny, although it tries to be. I had not previously seen any of the other Papa and Nicole adverts or the graduate, so I would not have recognised the interextuality in that case. I think this advert would appeal to: fans of Vic and Bob, viewers of the previous adverts and people who had seen the Gradate.