Renault Clio television advert
The advert begins with a young woman in a wedding dress sitting on her bed; the focus on the camera is soft to create a feeling of romance. The young woman is Nicole, people who have seen the previous adverts will be wondering, where is Papa? Nicole, raised by the sound of a car horn stands up looking unhappy; we get a glance shot of Papa, standing in formal dress next to a wedding car, we now no that Nicole is getting married. The audience will want to know whom she is getting marrying.
The next few shots are a series of shots of the Renault Clio car, mixed with some comparison shots of the wedding car, the Renault Clio is shown taking corners to show how well it handles. We get some enigmatic shots of the driver’s wrist as he pulls up his glove to look at his watch, is this the groom? We then, almost straight away, get an enigmatic shot of the groom in the church wiping his glasses. The audience will be wondering who the man in the car is; he cannot be the groom, the groom is already at the church.
The church doors open and Nicole begins to walk up the aisle. The next shot is of the Renault Clio; it is being held up by a train this creates suspense. The audience will be asking “will the driver get there in time?” The audience will believe he is going to the wedding too, so maybe he is the ring bearer. We then get a shot of the rings on a cushion, as if to dismiss this idea straight away, and begin to wonder, who is this man? The car brakes suddenly outside the church and the man gets out. We see him run up the stairs of the church, and up a spiral staircase inside.
He reaches the top, just as the rings are being put on the fingers of Nicole and the groom; the driver begins banging at the glass at the top of the church and yells at the top of his voice, ‘Nicole’. The groom turns around and we see the groom is Vic Reeves, he says in a very questioning voice ‘Bob?’ The camera shows a glance object shot form Vic’s view and we see Bob Mortimer, whom we had expected to see as soon as we had seen Vic. Nicole says ‘Papa’, and her father replies ‘Nicole’, in a way that seems to imply ‘follow your heart’. Nicole yells ‘Bob’. Bob conveys delight in his body language and yells ‘Yes’. He reaches the church doors and Nicole, in slow motion runs towards him, which is a reference to a series “The million dollar man”. We get a shot that frames the two in the church door as they kiss. They jump into the Clio and Nicole throws the bouquet to Vic who begins stamping on it. The advert ends with, the two in the car laughing.
Adverts are created at a great cost, in time and money, to help sell a product. They attempt to persuade the viewer to buy the product, by attempting to affect their sub-conscious mind. Due to this great cost of time and money, each advert is carefully edited and compacted. This compacting and editing hopes to bring out the adverts full potential for affecting the sub-conscious mind, and helps keep the viewers attention. Each advert is compacted so much so, that the average advert is only 30-60 seconds long, this means the advert must convince the viewer to buy the product very quickly. To try to grab the viewers attention, and to make the advert stand out, and appeal to people various techniques are used, such as: intertextuality, humour, music and various camera shots. To create the right atmosphere in which the sub-conscious can be affected.
Intertextuality is used to create familiarity, intertextuality is the recycling of ideas, in which an idea is used that has been used is used again. For example Papa and Nicole, have appeared in early Renault Clio adverts, and have turned the adverts into a sort of ongoing soap, the viewers if they recognise this will wonder what is going to happen to them next. The second example of intertextuality, is the appearance of Vic and Bob a comedy duo from the show ‘Shooting Stars’, regular viewers of the show may already know how the advert will end, as Bob always get the better of Vic. Another example, occurs when Bob is begins banging on the glass yelling ‘Nicole’, this idea is taken from a film released in 1967, called ‘The Graduate’ starring Dustin Hoffmann, this will be recognised by middle aged viewers. Intertextuality makes the viewer feel, if they recognise it, fell cleaver, especially men.
Humour is another device used in adverts; the producers hope that if the advert makes you happy or laugh, then these positive feelings will be transferred to the car. Humour is used in this advert in the silly voices, all the characters say, are each others names but in a very silly way, except bob who says ‘yes’ when Nicole shouts ‘Bob’. The only other humour in this advert is the ending where the bouquet is thrown to Vic and he begins to stamp on in a childish way.