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Analysis of Promotional Video - We Are Family - McCain

 McCain - We are Family (2019)

Sound 

Narration - Non-Diegetic - Direct Address to the audience using terms such as "you" and "we" make the audience feel connected to the brand emotionally, the use of a calm, soothing voice makes the brand seem approachable and caring. 

Soundtrack - Non-Diegetic - The steady pace of the piano music relaxes the audience the pace is also in sync with the shot sequencing therefore it makes the advert flow quite naturally from scene to scene, as the pace of the music speeds up the shots transition accordingly, the incorporation of music can deliver an emotional connection with consumers, creating a relationship with the brand. 

Editing

The advert is shot using a montage fashion, there is a memorable song playing in the background and the use of fast pace cutting allows them to communicate a large amount of information in a short amount of times, in this scenario it is showing the vast amount of difference in each individual in a family. The use of this technique portrays the brand as a "family" brand, it seems caring and comforting as it is able to reach out to so many families. 

Camera Angle

Throughout the advert they use an eye-level angle when picturing all the characters, this makes the production feel more natural and it also makes us feel more connected to the scene. It is as though we can see it through our own eyes rather than just through a camera because it is a very natural angle. The natural angle allows the audience to put themselves in the situation allowing them to imagine their own family, making them feel more connected to the product. 

Shot Type

Lots of long shots including the whole family are used, these shots suggest the brand is family friendly. The close up shot of the faces allow the audience to feel the emotions the families are feeling therefore feeling more connected with the brand. 

Mise-en-scene 

Many of the family moments are shot around food to create a link between the product and the love of a family, this makes the audience subconsciously think they can become a happier family by eating their product. The brand has tried to represent the idea of diversity throughout this production, there is a diverse range of characters which suggests to the audience that no matter the differences, everyone still enjoys McCain products. 

References 


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