Advertisement Analysis

Structures:

In this one minute Skoda Fabia advert a mid shot is first displayed of a person cracking open an egg into a metal catering bowl. The surroundings or location is in a professional Kitchen that Pro-Chefs would use; the bakers in the video clearly know what they are doing and what their jobs are. After the person has cracked the egg, the shot then goes to another mid shot and shows red cherries in a rectangle metal catering tray. Once the advert switches to a new shot, the camera shot is focused on a mid shot of a person grating the skin of a lemon into a bowl; following onto having said lemon grates into a bowl that is being mixed by a machine. It appears that they are making one of many cake mixtures. Because the shot after is a man looking in his forties is scooping the mix out of the bowl with his bare hands. Placing the mixture into a square tray. The viewer would then see a younger man placing the square tray into the oven and then taking it out after the mixture had baked and was ready to start forming a cake. The shot used in this scene was yet another mid shot. The next shot consists of another mid shot of a young looking female that is carefully getting out the baked cake that is held into the tin. The shot after this is a long shot where you can see their work space more clearly. The shot has three people taking out trays of the baked cakes; only to carefully pass them along to the next person. Eventually getting to the worker that will take the baked cake out of the tray again like the shot before displayed. The following shot consists of a males full body, this is a full shot. In this scene/shot, the male is gently placing down the baked cake onto the floor. Spreading the white butter icing onto a few more layers of cake, a close up of the cakes takes place in this scene and the next as it is almost smothered onto the cakes; the layers now stacking up a bit more. For the next few seconds after this shot, the recording of the cake has been sped up due to putting many layers of cake onto one another until it builds up high enough. This shot is a full shot as you can see the layers of the cake being built up and also a full body view of the workers. This next close up shows a workers hands placing one baked cake onto another with a thick layer of butter icing. Then another close up yet again of a workers hands, only this time massaging colour and flour into fondant icing. The next shot is another close up of two peoples hands, one holding a bowl of melted chocolate and the other holding a spatular and the persons other hand holding the bowl filled with ingredients. The advert then switches shots to a mid shot of a woman holding a metal catering bowl and licking her finger. Standing beside the orange coloured fondant icing, five people are in the mid shot but only two people passing the fondant to each other. The next shot is of the fondant going through some sort of machine. It looks like the machine is used so that none of the fondant gets ruined by carrying it around or to the cake by hand. The bakers spend the next few shots creating the cake and putting it together carefully; being careful not to make any mistakes or misplaces in parts of the cake due to creating the engine, car seats and many other car parts. Towards the end of the video, someone pipes putter icing into a circle and places the Skoda logo onto the car; wiping off the excess butter icing. Only then to gather in a full shot so that the finished car and bakers could be seen. The advert displaying the slogan "The new Fabia. Full of lovely things." to try and draw the viewer or potential buyers in.

Analysing Adverts

This shot is a CU (Close Up) and would be used in an advert to show that people or a person is in frame. They would also use this in an advertisement for effect as this is one of the many uses of a camera angle. In this shot it shows a male baker, possibly in his mid thirties or forties and allows the viewer to see what said person looks like.

In this shot, a MS (Mid Shot) is displayed. This would be used in the advert to show what the person in the shot is doing or what their job is. By showing this shot in the advert, the viewer is able to get a look at the bakers surroundings and the environment they would work in.

This shot is a CS (Crabbing Shot) and shows the person gently putting a part of the cake, to start making a layer of the car cake, down onto the floor. This would be used in an advertisement because yet again, it shows the viewer what one of the many people in the advert is doing.

This shot is also a CU (Close up) and displays someone spreading buttercream on a layer of the cake; this will stick other layers together and start to create the base of the car. This would be used in the advert to attempt to bring people into watching the whole advert and make the viewer wonder what the bakers are making (Since there would be no car in site).

In this image shown, there is a large shot. It shows that the layers are starting to be build higher and that the three workers are working on something large. And yet there is still no car in sight so this would draw the viewer in more which will get the viewers attention again hence the usage of the shot.

In this shot, a CU (close up) is displayed to the viewers. This shot would be used in an advert because it shows you or the viewer a small part of the process of making the product, which in this case is a car made out of cake. It is important to put in a shot like this so that it makes the advert display snippets of movement throughout the process.

A close up is used in this shot as it shows you that the cake they were making was panned to be a car all along. But the use of the close up is to show the bran of the car and the tiny details that has been put into the car cake how it displays that every car is made with care and detail. This would be useful in an advert as it would amaze viewers by them seeing how well made the car cake is.

This shot is a LS (Large shot) and shows the viewer the people that constructed the cake/car. This shot would be used in an advert because it allows the viewer to see the finished product and the cast in full view. It also gives the advertisement manager an advantage to put a slogan or a phrase at the bottom to try and incise you into buying the product.

This shot is a mid shot and is used in the advert to show the viewer what the bakers (Some are in the background) are doing. The reason that this would be in an advert is so that it makes the advert looks interesting and so that it comes across as the bakers not being busy but in actual fact them making a car cake. This allows the advert to pull in possibly more viewers to watch it in interest.

Audiences

VALS (Lifestyles) - US VALS is an online survey that tries to identify the type of person taking the survey. Their ownership, media preferences, hobbies, additional demographics, and attitudes such as environmental health. The questions on the VALS survey also integrate us into into your own Consumer Financial Decisions' MacroMonitor survey. Giving in-depth information about each VALS and what their uses are.

BARB (Broadcasting) - BARB's viewing data give advertisers, broadcasters and other interested parties a minute by minute breakdown of the viewing at national and regional levels. If assessing programmes, channels or advertising campaigns, this is vital information on how they provide the basis airtime advertising trading. 

RAJAR (Radio) - Responsible for setting the research specifications, the awarding of research contracts to the third party suppliers and the overall quality control, delivery of service and management. Day to day tasks/operations are overseen by Chief Executive and Research Director.

Office for National Statistics - ONS (Office of National Statistics) is the UK's largest independent producer of official statistics. It is recognised as the national statistical institute for the UK and has the responsibilities for collecting and publishing statistics related to the economy, population and society as national and local levels and international.

ABC - ABC (Audit Bureau of Circulations) inspire market confidence by delivering a valued stamp of trust across the media industry. ABC has a wide range of data that is used in many different decision making situations: Media agencies, Advertisement, Rights owners, Media owners, Investors and Management.

Standard Occupational Classification -  (SOC) is a United States government system of occupations and classification. Standard Occupational Classification is used to collect occupational data, allowing the U.S federal government to compare data sets. SOC have a hierarchical format. For example, "15-0000" refers to "Mathematical Occupations and Computer". Standard Occupational Classification codes do NOT categorise employers or industries.

Demographics - Is the quantifiable statistics of a given population and also used to identify the study of quantifiable subsets within a given population. This characterises the specific population at the point in time. Demography is used in marketing and also public opinion polling. The basic demographic questionnaire would ask what the person age was, their gender, ethnicity, knowledge of languages, disabilities, mobility, home, ownership, location and employment status.

Psychographics - Studying the personality, values, attitudes, interests and lifestyles. Psychographics mainly focuses on attitudes, interests and opinions. This means the factors are also called IAO variables. Phychographic individual studies or communities could be valuable in the fields of IAO variables. They can contrast with demographic variables (E.g. gender and age), organisational demographics (sometimes called firmographics variables) such as industry, number of employment, and functional area.