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Analysis of Promotional Video - Ancestry - The DNA Journey

 Ancestry - The DNA Journey

Sound

Soundtrack - Non-Diegetic -  Very slow music, the music used creates suspense, the use of the suspenseful music builds up to the moment in which we find that the characters are completely incorrect about their origins. The music stops the moment the people find out their results, this is done to create dramatic effect in order to put the audience in the shoes of the people finding out their results., they understand the panic the characters feel.

Dialogue - Diegetic - Use of dialogue allows the characters to tell their personal opinion of the product, as they are perceived to be a selection of normal people, they are more likely to respect their opinion more as they are equal to the people watching the advert, they have no agenda to sell the product in the eyes of the audience. 

Camera Angle

Eyelevel camera angle is mainly used as it is set in an interview style fashion,  the use of this angle makes the footage seem more natural, this is done in order to reflect the idea that this is a totally real situation in which the participants are finding out the news of their DNA. Using an eyelevel angle allows the audience to see the situation in the exact same fashion the participants and the DNA tester are seeing it making it seem more natural and exciting as you are finding out the news of their DNA at what seem to be the same time they are. 

Camera Shots

Many of the shots are staged in a "Talking Heads" style, the aperture is set very low in order to only have the character in the foreground in focus, this may have been done as the background isn't important to the production, the producers want the audience to focus on the emotion of the character and what they have to say therefore they use a mid shot which only contains the upper half of the characters body. The shot is framed from behind the shoulder of the interviewers, we see it from this point of view in order to make it feel more natural as though it isn't just a production, they want it to feel real in order for the audience to understand the emotion of the situation. If the shot was framed as the characters talking to the camera, it would lose the tension as it feels more like a production than it does a real life situation. The production also contains many close ups of the characters faces, this is to show their emotion more clearly in order to allow the audience to connect with them allowing them to understand the emotions they feel. The use of zoom shots allow for dramatic effect, when the character is revealing something important the camera gradually zooms in on their face, this technique is used to suggest to the audience that the shot is important is forces them to focus in on what is happening allowing them to really understand what the characters are going through. In this case the zoom is used on characters as they listen to the information about the DNA test, in this situation it allows us to listen with the characters in the production in order to retain as much information as possible.

Mise-En-Scene 

As the promotional video is staged as an interview style production, the scene is less important, the focus is completely on the characters in order to understand their unique DNA journey In order to reflect the diversity of the participants, many of the characters are wearing items which reflect their traditional heritage which they believe to have. For example, the French lady is wearing a beret, the man from Bangladesh is wearing the clothes to fit his culture and beliefs. One lady brings a photo album showing pictures of her mothers traditional Kurdish wedding dress. Each character has a way to reflect their culture which is then torn down as they find out their DNA doesn't come solely from one country.  
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