In the advert we are shown many different signifiers, which each connote something different. In the part in the advert where the boy is viewing the scene of the blitz, there are visiual signifier of the colours, they are dark colours; browns and blacks. There is also the signifier of smoke. These connote sadness and danger, which is how people must have felt during war time.
Another signifier is the Union Jacks at the time of the coronation. This connotes the amount of pride the people had for their country in this era.
At the beginning of the advert, a close-up shot is used, this allows us to see what the boy is wearing and allows us to tell which time era he is currently in. In the advert a medium-shot of a poster advertising the Titanic is shown. For this shot the angle used is eye-level, this is so that we can read the title of the poster clearly. In the advert, there is a moment that is about the women fighting for their rights; at this ponit a long-shot is shown and at a birds' eye view angle. This is so that you can see the scene fully and see how chaotic it was.
Sound effects are also used to a great extent in this advert; all of these have audio signifiers. The fireworks used when demonstrating the millenium, these are audio signifiers that connote the excitment of the certain celebration. Almost throughout the whole advert, the audio signifier of someone running can be heard. This connotes the idea that someone is a hurry and is rushing to get somewhere. Another audio signifier that is used is the sound of a can rolling as it is kicked, this emphasised the silence in this particular scene. It connotes the feeling of loneliness.
There are two very particular voice-overs that I have noticed during this advert. One is of the speech that Winston Churchill made over the radio during World War II. This is significant because of the era that is being portrayed at this time in the advert: it is also a very famous speech. The other voce-over is of the Yorkshire accents used by the me in this advert. In that time period the people from the north were suppsoed to be very kind and happy people; this makes us think that the bread make is also supposed to be kind and happy as it is from the north.
The music-bed that is used in this advert is a very happy song that is relatable to every time era shown. It starts off witha quite slow pace but still with a happy tone. As it moves through the times the song changes to match the mood and era. For instance when it is at the time of the blitz, the music-bed has a very low volume to emphasise the unhappy and serious time.
However when the young boy runs into the 80's the tempo and tone is increased to match the happy and hippy mood of the 1980's. When it comes to the millenium the tempo increases again and so does the pitch to create the feeling of excitement like it was on that special night.
The advert begins with the men wearing old brown jackets and flat caps which is pretty much the typical outfit of the working class men back in the victorian days. The soldiers marching through the street are also very typical englishmen as they are wearing the famous soldier uniform as what was worn during World War I. At one point the ladies in the street are wearing very brightly coloured clothes and have very tight hairstyles; these are typical stereo-types of people's appearances in the 1980's, so this is an important historicl code. Another example of a cultural code is the Asian couple walking down the street, this shows we are moving through time as there are people of differnet cultures now in the streets.
However I think that the whole advert is based on historical codes as it is moving through very important time eras of history and very important events. The cultures stays almost the same throughout the advert: the typical northern english-man, but as the advert draws toa close we notice the different people walking around.
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Banned Adverts
Banned Adverts
The ASA are a company that reviews adverts and make sure that they are suitable to be shown on tv. If not, they can advise either that they are removed from the television or that they are edited to make them less offensive or innapropriate. They do not however have any legal control.
The Reebok UK advert was banned for several reasons.
1. The celebrity used in the advert, 50 Cent, is a very popular person who younger children look up to. Therefore as he may be seen as an example and in this advertisement his attitude towards the subject of gun-crime and violence is not something that young children should aspire towards.
2. Some viewers said that this advert glorified gun crime. As the amount of gun crime in Britain is already rising and becoming more and more dangerous, this advert would do nothng to bring these levels back down. In 2002 a young man was shot dead in London on his way out of a nightclub, this proves that 50 Cent is lucky to have been shot so many times and survived, but that this is not something to risk. The young man's mother said, "It's disgusting. My son died of one bullet, 50 Cent is very lucky to be shot nine times and survive."
After the complaints were made the advertisement was removed and not shown any more. This wa son the terms that it was unsuitable advertisement for children to see as it glorifying 50 Cent's lifestyle. ALso it was said not to be put on after the watershed as it is no longer a strict time limit.
