Codes and conventions of advertisements
Special effects
The special effects used in this advert are one of the main reasons why this advert is so memorable. The effective thing about this whole advert is that the special effects include all the details of each evolution stage such as at 0:19 we get a close up of what neanderthals may of looked like and also goes into the pre-evolution of man to ape. Also the special effects in this advert not only change the evolution of man but, it also focuses on the scenery as well such as at 0:22, 0:25 etc. The special effects used in this advert, allows the product to be sold more as it encourages the male audience to go out and buy Guinness and also Guinness is well known for creating CGI adverts, which might be a reason why their product sells well, as through special effects, it's able to captivate the male audience and make them feel more manlier if they go and buy Guinness.
Camera angle and shots
In this advert there is a variety of camera movements and techniques used through the advert. The main reason why they use a lot of camera movements is to present to the audience each evolution stage of evolution such as at 0:13, 0:20 etc, which is representing the advert as telling the story of mankind. The main movement used through the advert is panning to the right, to show that everything is going back to the beginning such as at 0:15. The use of different camera angles such as at 0:12 allows the advert to set a scene and with the use of special effects at the same time, it all comes together in promoting the evolution stages and Guinness.
Lighting
The use of lighting throughout the video really sets the festive tone that the advert is portraying, as the bright lights connote that it’s nearly Christmas time and it’s a time for celebration and bringing everyone together. Also at 0:01 the lighting is more dark and gloomy, which makes the advert seem it’s going to be based around the sad side of Christmas but then at 0:03, it’s bright a colorful, which immediately brings the audience in more as this Is not what they were expecting and makes them want to see what the advert is really going to be about. Also, I think the advert has used different types of lighting to set the mood of the festive season and to show that there are two different sides to Christmas and the use of lighting puts this across. As the advert is based around promoting food, the lighting also emphasizes the look of the product e.g. at 0:23 the bright light allows the food to have this golden glint and make it look appealing to the audiences eye, which would influence them into wanting to purchase Iceland’s food.
Music
The music that is played through the advert is a very famous Christmas song “baby it cold outside” and the producers use this to their advantage by changing the lyrics of the song to the benefit of promoting their company’s food. Also as it’s promoting food just in time for Christmas gives will be able to give the audience and in look to what their products are and with an iconic song playing in the background it becomes more memorable, for when the customers go out Christmas shopping, if they see an Iceland store, they might think back to this advert and remember what the store has to offer. Also at 0:23 the lyrics say “I must say the duck looks delicious” which is presenting to the audience that their duck is the finest you can buy, and also by saying the lyrics and the camera having a close up of the duck, creates the feeling that their food is really the best of the best. At 0:22 the lyrics are “I’ll take your hat” to “just take your pick we got it” hinting to the audience that their store has all what you need. Even though they change the lyrics to best fit their advertisement, they still keep the tempo and rhythm of the song the same, which sets the mood of it being a calm and jolly time for the audience.
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