Textual Analysis
The text I will be analyzing is an advert that promotes a car. The car advertised is the New Passat from Volkswagen.
The advert was shown on ITV and was probably produced by Volkswagen.
The establishing shot of this advert is of a plain black screen with white letters, these white letters say the words “Walter’s story”. These words have an immediate impact to the audience as this suggests that the following shot are going to be about a person and that probably the layout of this advert is going to be like a video diary/ homemade video (genre).
After this shot, a person appears dressed up with scientific clothes, this could signify that this person is a scientist. The audience assumes that this character is Walter as he is the one that start recording the video. Looking at the mise en scene of this shot, the audience can see what appears to be a garage and lots of people dressed up like scientists (just like Walter). The diegetic sound around the character adds to the conclusion that he is really in a garage. The audience can also see a date at the bottom right corner of the shot, this could be a signifier of the assumed genre (video diary). The character seems really calm and happy at the start of the video but his mood changes when he is interrupted by the people around him, this represents him as an angry, nervous and an impatient scientist.