MEST1 june 2011

SectionA

MediaForms

The techniques used to compress a persons life into 60 seconds are things such as creating the ad to look like one whole shot, where when the camera slides to the left and the right showing different ages it seems as though it has all been shot at once.The situations shown in every age shot is fast and not slow.It is straight to the point of what is happening as when she walks into the door after her first kiss she is in a white wedding dress and the man is dressed smartly in a suit.We understand it is her wedding as she is the one holding the bouqet.The use of showing situations in life that have an impact on someone aswell as casual days is what sums up someones life.You have those really speacial moments you will remember forever but then you have those tiring days you want to sleep away.The tiring day is seen when it seems as though the woman has come back from work and everyone is sitting on the sofa.Moments that have an impact on someone and change peoples lives are things such as starting a family having kids,watching your kids grow up and have kids of their own.Thats what shows life is really moving forward everything is changing.The long shots are used to make the audience absorb the atmosphere in faster rather than closeups which would take time on expressions and focusing on once thing.That is why long and mid shots are used as the story is moving pretty fast.

Brand values

John lewis has everything you need and for any occassion. This is because it shows all the stages throughout her life,and she has a different outfit on and John lewis does supply outfits so it shows that for everything there is an outfit at John lewis.Baby wear,Infant clothing,School clothing for children,Wedding dresses,casual teen clothes,business/work clothes it also has clothes for people who are really old this is portrayed through the characters being grandparents.It shows that John lewis can supply women for a lifetime and keep them happy, once a woman realises that John lewis is capable of being there with the things they need they may even begin to shop there for the whole family as John lewis is a shop that provides for the whole family.The fact that the clothes on the woman are worn throughout a lifetime means John lewis must be a trusted brand meaning it has gone through successfully statisfying customers over generations.As the woman is shown in various stages of age and she has clothes which seem to be from John lewis, this may be what shows that John lewis is a family supplying company.Clothes for all ages.I think the colour red which is constantly used on the woman from a very young age to an old age may try to communicate that John lewis brands believe you can still dress with style when you are old.Who says you have to dress up in old vintage granny clothes.Everything is constantly changing throughout the advert which could mean that John lewis will always be there with whatever you would need throughout life because you change and they dont.

The tagline at the end 'Our lifelong commitment to you' reflects on the woman in this advert as she has made a lifelong commitment to John lewis aswell.This means if you intend on making a commitment to John lewis they wont be the ones to let you down.


Media Representations

A womans life in this advert is shown as very busy.She would recieve very little time for herself and maybe when she can treats herself to John lewis clothing.Which she wears throughout the whole advert which is her whole life.It shows that clothes mean alot to women as in this advert the woman carefully selects her clothing from John lewis.The woman wears red coloured clothing throughout the advert which could mean that women are daring and take risks.She is also in every shot which means women mean alot and hold the family together,they provide for the family this is seen when she looks like a woman in her 50's and take a jug of lemondae outisde.She is providing for the family and guests around her.They are what guide other women into life this is seen from the part when her daughter is baking a cake and flour spills everywhere whilst she is standing next to her on the phone.Women are the domestic ones, this is seen in a more traditional society that women are likely to be the ones who stay at home and do the cooking and cleaning whilst men go out and work to provide.However this is not the case here as in earlier seconds we see the woman return tired in the evening from what would seem like work because of the casual clothing she has on, so it is showing the felxible tiring roles women aquire throughout different stages of life.

Media Audiences

The advert shows women they can look fabulous in John lewis clothing whilst doing any type of job as John lewis is the shop which is likely to have anything you want in any colour for all ages.It shows women the stages that every woman is likely to go through.The happiness they would feel on their wedding day,Whilst they are pregnant and etc.Because it shows everything so fast it would maybe make some female audiences realise how fast their life has gone by or that theya re midway through life and life has gone by so fast.This U&G would be information, the message that John lewis is trying to pass through this advert to female viewers of all ages who would be capable to go shop.Some people may even have identification with some of the characters featured in the advertisement as some women may be at the stage of getting married therefore they would identify themselevs with the young woman at her marriage stage in her wedding dress.That would create ideas for the woman to look in John lewis for a wedding ceremonial dress.That would offer excitment to the audience as everyone finds their wedding to be a very exciting moment in life.It may offer gratitude as people would who are familiar with John lewis are thankful for the shop to have been around for a great number of years.