Reading a TV commercial
The first bit in the advert shows a predominantly red background with dancers silhouetted in the bottom left hand corner. I think that the silhouette is in the corner because that isn’t what we are supposed to see. Even though this image shows enjoyment and excitement as the feeling you get from coca-cola, this isn’t what they are selling. In the bottom left hand corner as well there is a small logo saying, “dance”. The writing in this caption is in much the same style as the coca-cola logo so this and the red could both be the first signs of coca-cola. The second clip is of a hand on a keyboard.
As in the last clip, the caption, “dance” is still in the corner. In this piece there is no harsh colours but the main colour is still red. This clip is when the music starts and the hand looks like it is playing the adverts theme. Music and dance play a big part in this commercial and this shows excitement and moving around that shows you can never be still. The camera focuses on the black and white of the piano keys. This could be to suggest the contrast between the feeling that you get from coca-cola and any other drink suggesting coca-cola is unique.
The third extract is of a commuter at a station dancing on the platform. The caption “dance” is still in the bottom left hand corner. The obvious thing that strikes you is that the man does not care if people are watching him or what they think about him. He is having a good time and he has no cares when he is drinking coca-cola even if he is going to or coming back from work. The thing about this clip is that is in a very unusual place, which shows that it can be drunk and enjoyed anywhere and that it can take all your cares away, even if you are going to work.
The man is the central figure, even though his face is blurred, because he represents the action and energy made by the feeling you get from a coca-cola. In the background is a drinks vending machine with the coca-cola logo on the side. This is to remind you that he gets the feeling from coca-cola and also plays a part in the anchorage of the whole advert. The fourth extract is of three coke bottles dancing. This implies that the coca-cola has so much energy in it, the bottles even move themselves. This is an insight into the effect it has on us.
This is also when the caption “dance” disappears. This could be because the writing on the coke bottles is similar to the writing in the caption and so this shows the connection between action and movement (dance) and coca-cola. The cola bottle also moves to the beat of the backing track. The fifth part is of a night-gowned dancer in an attic bedroom. The main colour in this one is yellow which, to me, represents warmth, sunshine and summer. This could be to show that coca-cola is best drunk when it is summer and it is really hot weather.
Also with the clip being in a bedroom it shows that coca-cola can wake you up even if you are sleepy at the end of the day and it puts you on a high. The aspect of being on a high is also shown because it is shot in an attic, which is obviously very high up in a house. This sixth clip shows you a woman dancing in a field with a child. The child symbolizes that coca-cola is not just for young adults, but all generations can have it and it has same effect. The overall colour in this one is also yellow which I think is suggesting the same thing as the one above (clip 4).
The woman’s body is not shown in this one because the main focus is the child. The child suggests innocence to the viewer and that coca-cola is not associated with wrong. This seventh extract shows two members of the bar staff dancing at work. In the background there is a coca-cola machine and this is to show that they are actually selling the coca-cola. Again, this clip shows you that you can have fun anywhere with coca-cola. The child’s face suggests innocence and pleasure. The eighth piece is of a woman drinking. She first takes a drink of coca-cola and then holds it up in the air.
The main feature is the bottle but there is also the look of pleasure on her face that shows her feeling. The dark blue background contrasts with the red coca-cola bottle. Number nine is of 4 dancers in what appears to be a derelict warehouse. I think that they have used this background because it makes the dancers stand out. All of the dancers are wearing red and black. These are the “Coca-cola colours” as they are used in the logo. They appear to be very active and this could be a result of drinking the coca-cola product.
They are tremendously enjoying themselves as shown by the looks on their faces. Clip ten, of the dancers in the field, is very much like the one of the child and woman in the field (clip 6). They are very happy and appear to be having a very good time. One of them is holding a bottle of coca-cola in her hand and this shows you that they obviously get their feelings from the bottle of coca-cola. This will show people that the product can provide massive feelings of joy and pleasure and therefore they will want to experience it for themselves and then go out and buy the product.