O2 TV Advert Analysis
Diegetic big bang explosion
Non-diegetic voice-over - monologue
Background beat (beginning to the middle)
Lighting from the frame
Sound effects, wind, water, explosion
Background piano (middle to end)
Setting – Space, negative plane with a man
Costume – Darker plain clothing, shows how normal he is in the universe
Editing
Special effects are used to produce the images of the universe expanding
Continuity editing is used to make it look as if the man is on a plane of existence watching the events unfold. Lighting is used to make it seem as if he is really there. This is the only lighting source used to frame the man/narrator.
In the video, there are many frames which are either time-lapses or slowed down to have an effect on the viewer. An example of editing being used to speed up the video is when the camera zooms in on Earth and we are given an extreme long shot of a city. This extreme long shot is then used in a time-lapse and sped up to show the number of people travelling through a small area of the city. The fact that this specific scene was filmed at night shows the number of cars passing a certain point as the headlights are on with a small amount of long exposure. This is then contrasted when they cut to the narrator again, now on Earth swimming at night. The difference is that there isn't as much light as before, only from the stars in the sky. This scene is a lot darker than the previous one and is slowed down slightly in the post-production phase. The use of this technique emphasises to the audience how different the two settings are and how small we are compared to the rest of the universe.
The background music used is non-diegetic and is a simple piano melody that flows well with the calm voiceover. The use of this backing music gives the narration a flow and makes it seem more like a poem or song, although this piano melody is only used from the middle to the end of the advertisement. From the beginning to the middle we, as the audience, are listening to a slow beat the flows with the soft beginning to the narration. This beat also accompanies the sound effects used to portray the universe expanding to give us a deeper understanding of what's going on.
Cinematography/Camera
The advert uses an extreme long shot at the beginning to capture the quick moving and expanding universe. This allows the viewer to contemplate how large our universe is.
Later on, we see the narrator at a high angle. This again represents how inferior and insignificant he is to the rest of the universe.
They use a close-up to capture the emotion on the actor's face in this advert. The emotion being shown during the shot is curiosity and inquisitiveness. The actor is playing the role of humans and his reactions show how we as a species still don't fully understand what's happening in the universe, but we still watch on and wonder what's going to happen next.
Mise-en-Scene
Props - There aren't any props used in this TV advert, which is quite surprising as O2 are a phone and network company. You would expect them to have at least one prop phone in the advert to show the target audience what they want them to purchase.
Costume - The narrator wears grey/black clothing in order to prioritise the fact that he is insignificant compared to what's going on in front of him.
Lighting - The lighting used is all natural lighting from the world of the advert. The main source of light we are given is from the expanding universe before the narrator. This lighting is the only light used in the advert to make the actor visible. Normally they would use three-point lighting to portray an actor to make sure they don't look dark from either side.
Continuity editing is used to make it look as if the man is on a plane of existence watching the events unfold. Lighting is used to make it seem as if he is really there. This is the only lighting source used to frame the man/narrator.
In the video, there are many frames which are either time-lapses or slowed down to have an effect on the viewer. An example of editing being used to speed up the video is when the camera zooms in on Earth and we are given an extreme long shot of a city. This extreme long shot is then used in a time-lapse and sped up to show the number of people travelling through a small area of the city. The fact that this specific scene was filmed at night shows the number of cars passing a certain point as the headlights are on with a small amount of long exposure. This is then contrasted when they cut to the narrator again, now on Earth swimming at night. The difference is that there isn't as much light as before, only from the stars in the sky. This scene is a lot darker than the previous one and is slowed down slightly in the post-production phase. The use of this technique emphasises to the audience how different the two settings are and how small we are compared to the rest of the universe.
The background music used is non-diegetic and is a simple piano melody that flows well with the calm voiceover. The use of this backing music gives the narration a flow and makes it seem more like a poem or song, although this piano melody is only used from the middle to the end of the advertisement. From the beginning to the middle we, as the audience, are listening to a slow beat the flows with the soft beginning to the narration. This beat also accompanies the sound effects used to portray the universe expanding to give us a deeper understanding of what's going on.
Cinematography/Camera
The advert uses an extreme long shot at the beginning to capture the quick moving and expanding universe. This allows the viewer to contemplate how large our universe is.
Later on, we see the narrator at a high angle. This again represents how inferior and insignificant he is to the rest of the universe.
They use a close-up to capture the emotion on the actor's face in this advert. The emotion being shown during the shot is curiosity and inquisitiveness. The actor is playing the role of humans and his reactions show how we as a species still don't fully understand what's happening in the universe, but we still watch on and wonder what's going to happen next.
Mise-en-Scene
Props - There aren't any props used in this TV advert, which is quite surprising as O2 are a phone and network company. You would expect them to have at least one prop phone in the advert to show the target audience what they want them to purchase.
Costume - The narrator wears grey/black clothing in order to prioritise the fact that he is insignificant compared to what's going on in front of him.
Lighting - The lighting used is all natural lighting from the world of the advert. The main source of light we are given is from the expanding universe before the narrator. This lighting is the only light used in the advert to make the actor visible. Normally they would use three-point lighting to portray an actor to make sure they don't look dark from either side.
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