Dover Self-esteem advert, 2012.
Mise en scene: What the girls are wearing represents age because this is what the girls this age would have to wear for these certain activities. Two of the girls that are in the advert are wearing leotards, and the second girl that you see wearing a leotard is wearing joggers over the top, this then implies that she does not feel comfortable within how she looks and is wearing the joggers to cover up her legs as she is not comfortable. The final girl that you see is wearing a swimming costume that fits her fine, but she looks down and ttys to pull it up even more as she is trying to core her body, shortly after this she puts he arms around her stomach so this also implies that she is trying to hide her body away.
Camera angles/ camera movements: The camera angles make sure to show other individuals doing the sporting activities whilst one of the girls is making it obvious that she is not happy with the position that she is in and that she does not feel comfortable. This then shows the other girls participating within the activity and you begin to understand why they may not want to participate. The camera angles also make sure that you can see the girl who does not fell comfortable doing the activity doing the sport and they sen fine but then after they have done it they look very self conscience and you as the audience can see ho w conscious they are. This then gives the impression to the audience that this is a serious issue and many, many girls feel this way about themselves and you feel sorry for them because of how these young girls are constantly targeted to look a certain way. The camera angles are also very effective because when they focus on the girl that feels uncomfortable and unconfident they put the camera angle at their level which means that as we are looking at them on the same level as they are at, it then could imply that we are looking at life for them from their level also. We are then seeing what life is like for them and how they view their everyday life and activities This then also means that we get an insight of how they see things and the way that they are feeling.
Lighting: Soft
Colour connotations: The colours used throughout the advert have been slightly dimmed because although all of the girls are wearing bright colours but they have all been slightly dimmed to match the genre of the advert. As, if the genre and mood of the advert as still as it is and they had all bright colours then it would not fit the genre of the piece due to the fact that the mood of the piece is very emotional so the dimmed colours fit he mood of the piece well. Also after you have seen all of the girls at their sporting activities it shows all of the girls at what looks like an activity day helping raise self-conscious awareness and making girls feel better about themselves, as this is a change of mood from previously in the advert the colours have become a lot brighter implying a happier environment and a better situation in which the girls feel better bout themselves.
Editing techniques: They have used different clips of different girls doing a variety of different sports, e.g gymnastics, swimming and ballet. This is effective because it then gives more than one example of how this problem is effecting a wide variety of young girls, and affects people in all types of sports. This also then shows the amount of girls that are feeling the pressures of society and in the media. Young girls feel pressured and very bombarded to look a certain way and to be a certain size and body shape, and as a result of this many young girls are willing to give up their hobbies that they enjoy and may have extreme potential in, just because they do not feel comfortable in how they look in what they have to wear for their particular sporting activity.
Sound: Non diegetic, this then creates more of an emotion throughout the advert as it is an emotional song as the advert is about an emotional topic.
Enigma code:
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