Bring it on h&m advert - textual analysis


At the start of the advert the sound is slowed down and low,which reflects the slow motion editing. There is a prominent beat to it which imitates a heart beat this conveys that the video is about a life changing matter. The mise en scene is young people which are different ethnicity dancing which targets there audience as h&m is cheap and there customers are younger people who do not have a lot of money.

The beat then quickens its pace as the voice overs pace quickens as it starts listing items of unused/ unwanted items of clothing most people have in their wardrobe, the voice over takes the role of the narrator as they narrate what is being shown on the screen. The advert uses performance poetry as it is ment to be read out and has a beat, the rhythm of the poetry is the same as the rhythm used in the soundtrack which is non-digetic. The editing also quickens its pace to move along with the quicker beat. The mise en scene changes to a lot of different backgrounds and ideas of how to convey what the narrator is saying. For example there is a shot of someones feet walking down stairs ad they are wearing too short jeans which reflects what the narrator is saying. But when the narrator says "washed out dress" there is a woman swimming in a lake in a red dress, this idea is less straight forward and artistic.

In the middle of the fast paced video the music slows down and the beat gets lower. The setting switches from an urban area to the woods where a girl is behind a tree. The camera uses different shots such as mid shots and full length shots. The editing is slower and lingers to create attention on the matter that the narrator is trying to convey which is about the environment and how not recycling clothes could impact this. To emphasize this natural setting digetic sounds such as birds and leaves rustling are used which contrasts the digetic sound of machines which were used in other parts of the video.

Then the video went back to fast pace beat and the narrator started listing simple descriptive words such as "tear" and "grind" to describe the recycling process, also they us digetic sounds of the machines in the factory and clothes ripping. As she describes it quickly the editing of the video moves at a quicker pace to show visual image of what the narrator is quickly listing. By making the pace faster it reflects the fast pace of a factory. This is shot at night time and the narrator mentions words such as the 'young'. This makes it seem like a revolution is taken place and the younger customer audience which h&m has are the ones that are making it happen.

At the end of the advert the setting changes to a beach, the beach is key as clothes that are put in the bin are sometimes dumped into the ocean. The beach has a sunrise which suggests that the women went from the party which chapped at the beginning of the advert went to the beach after, the pair of socks at the start of the video are put in the women's bag as the narrator says that they will not dump them. This brings the video back to the start.

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