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Salma Begum

HONDA ‘HATE SOMETH I NG’ In the Honda ‘Hate Something’ commercial there was a use of a range of bright colours to attract the audiencesat the age of 4+as children’s at such young age will tend to learn and understand what they see. NonDiegetic sound is used in this particular commercial to carry us through the ad and its animated world. It seemed more fairy tale than something we see on a day to day basis as at the beginning of the advert there was a zoom in on the flowers then to more of a view to show what this advert is all about as the word ‘Hate’ was shown in the cutting of grass, which gives us as audience the brief about what this commercial is about, especially with the non-diegetic over-voice, ‘Here’s a little song for anyone who has ever hated in the key of grr’ with an old diesel machine coming in to the picture. Both dialogue and what we see has linked within this advert really well. When looking at the cinematography of the advert, the camera seemsto be following the engine for the duration. This is to show how the pollution levels from diesel engines are concerning the consumers. The audience feel like they are part of this ‘dream world’ this is shown with the use of animation (high budget). Honda is known for responding to their consumers providing new products, in this casenew engines that are being developed. Targeted at audiencesthat is concerned about the environment ‘our world’. CRESTA ‘IT’S FROTHY MAN!’ The Cresta bear advert is shown in a white background with a pencil line drawing of a cartoon character. The product that they are selling is a blackcurrant flavoured drink and the way they presented the product was the cartoon character drinking it and becoming someone much stronger and wackier. Diegetic sound is used in this commercial, with the bear making noises after drinking the product. The Cresta soft drink was on sale in the 1970’s in the UK, and unlike other carbonated products it was frothed. It was advertised with the slogan ‘It’s Frothy Man’, spoken by a polar bear wearing sunglasses. Cresta was available in five fruity flavours; orange, strawberry, lemon, lime and pineapple and this purchasing detail is described at the end of the ad by a male non-diegetic voice over suggesting the different flavours that this product produces.


Salma Begum

The cinematography of this advert is the movements of the cartoon animals, machine which is the main thing we look at and to why I know this; is becausethroughout the advert the machine is being shown plus destroyed to show some senseof hate. Cresta bear ad useshumour and celebrity identification to target children, mainstreamers and the expert sounding male voice over at the end addressthe parent who buys the shopping. The comparisons between these two commercials are shown between the technologies used as the first commercial was shown in HQ (high quality) however the second commercial was shown in black and white. This links to the time that these adverts were created; as we have much more technology to use now in the 21st century than before. The first advert was specifically targeted at adults as the ad was mainly focused on the environment as it is our responsibility to take care of how we want to better our future with the care of the environment we live in. The ad would also attract children’s, due to the use of colour, animation and voice-over. On the other hand the second advert was aimed at children’s.


Honda Essay