Face Of The Child And The Car example essay topic

Introduction Advertising is: Any paid form of non-personal presentation and production of ideas, goods or services by an identified sponsor. At first the advert, In The Nick Of Time did not seem effective. But after analysing the advertisement, it seems an effective advert. At first the plot may confuse some of the audience, but the plot is eventually revealed at the end, when it all becomes clear.

The advert uses some very effective details, that may not be obvious to the audience to begin with, but after viewing the advertisement several times, the finer details are appreciated. The advert is 30 seconds long, and was made on the 18th of October 1989, and was done so by Audi. Language Language is a wide area in media, it doesnt just cover the obvious speaking it also covers text, lyrics, lighting, focus, and camera angles. I will try to describe how these techniques are used in Audis In the nick time. At the start the audience are given a shot through a window of a house.

We get a view from outside the house, looking into the houses kitchen. The phone rings, and a man answers the telephone, after what seems a very short conversation that we cannot hear, he puts the phone down. The man goes to get his jacket, and then gets his son who is 6 years old. The father runs carrying his son, down a set of stairs, which leads outside to the fathers car, which is an Audi 90 Quatro.

Outside it is early evening, the car drives out of the house past a row of trees. They drive through the German countryside; we then get a close up of the child doing his shoes up, in the back of the car. We get some close ups of the car from all viewpoints, like from the inside, and from the underneath of the car. The car then enters a German city, they drive past a fun fair and we get a close up on a parcel and the reflection on the car window of the parcel, the Childs face is also visible in the window.

The car then goes under a bridge, (it is now raining) where there is a man standing with a hat, and a long length coat, and we get a large shadow underneath the bridge from the lights of the car. The car then turns around the corner, and pulls up at a large building, the father gets out of the car, and begins to run up the stairs, he then turns around sees his son, he gets the child and carries him up the stairs. The father runs down a corridor still carrying his child. The corridor is tiled on the floor, and you get the point of view of the father and the child, you can see two swinging doors ahead of them. The father slides through the doors, and there is a close up of a newborn baby crying.

Then some text comes up saying vorsprung durch technic then more text comes up with the Audi logo, and below that it says Call: 0800 800 800 for an information pack. These language effects are used for a particular reason. The phone is an old phone, so you think it is reliable like the car. The image of the child doing his shoes up shows that the car is spacious. A German countryside, is used because Germany is known for good cars, like BMW, and is involved in producing the Rolls Royce.

The rain shows that the car can hold the road in dangerous conditions like in rain. The child seems happy in the car, so this suggests that the is a family car, and a car of the future There is some speech; the speech is life is full of decisions. Some of the head, some of the heart. Take your next car. Will it have a catalytic converter that removes 95% of toxic pollutants Will it be clean, yet lose nothing in performance Will it have this at no extra cost In short will it be one of the new generation of Audis Vorsprung durch technic.

As your head and heart would say. The background music gives an eerie and central European feel to the advert, and is a good choice of music because I think it is building up to some thing new, or good like the baby, or maybe the introduction of the car. The voice over for the speech is done by a women in an clear English accent, I think this shows that the car can be appealing to women and men, as the man is represented in visual during the advert. The voice is also a good voice because we see a new born baby, but no mother, so this could round off the fact that the car has its advantages for all the family. Representation In the Audi advert In The Nick Of Time the main visible characters are a father, his son, and a baby, of which sex we are not shown or told.

There is also middle to old age man under the bridge, but he doesnt play a key role to the normal viewer, but does have a key part to encourage potential buyers. There is also a voice over that is not shown, in a visible form but is important. The father is in his late 20's to early 30's, and looks like an average person, but is an actor. He does not make any noise during the advert, but I think he does speak whilst on the phone at the very beginning, but cannot be heard.

The father is dressed in formal, but slightly casual clothes, and does come across as well mannered. He seems a very loving father; an example of this is when he carries his child up the stairs into the hospital, this makes the father look very caring. The father is forgetful at one point, when he gets to the hospital, he leaves his child in the car. I think Audi may put across the wrong message here; it may look like that the owner gets so involved with the car that he forgets his child. I have ruled this out, because I think he was in a hurry to see his new child. We do make some assumptions about the father.

We do not actually know as the audience whether he is the father or not. He could be looking after the child, for the mother and father who are in hospital, waiting for their new child. This could explain why we do not see the mother at all, because we may not see the father. The child is a young child, around six years old, and is a very warming child that always seems to be happy, with a small smile always visible to the viewer. The child is a good ploy by Audi, to make the viewer like the advert, and the viewer will remember the face of the child, and the car advertised.

The child plays a key part in the advert; the child demonstrates the facilities of the car. e.g. the child does up his shoelaces in the back of the car, showing that the car is spacious, and steady enough to easily do up your shoes. He also shows that the car is child friendly, because he seems happy and comfortable in the back of the car. Institutions I think this advert would be good for cinema, because it would advertise itself well in an audience of a parental guidance, or an 18 or over film would be good, because then it would guarantee an audience of adults, that would be old enough, and in the position to buy the Audi 90 Quatro. I dont think that an advertising board would be effective for this advert, unless it was recognized by the audience, and not mistaken for another advert, or worst of all an other car.

Audience The slot I would allocate for this advert, would be around 6: 00 pm to 11: 00 pm, because between 6 and 7 there is news and business, and academic people would be interested to see the business news, and they would have more money, and nicer cars, so thats a good time to advertise the Audi advert. After 7 pm is prime time television, so this would mean that more people watching television, so a larger adult audience. I think this advert really only appeals to people in the position to buy a new Audi 90 Quatro. So the audience is mainly business type adults. There is one technique used very well.

The part of the advert, where there is a man under a bridge, with a large shadow, and the man is wearing a top hat. That shot is very similar to the part of the 1940's film, The Third Man. The Third Man is considered as one of the best film ever. This flatters some of the audience, by making them feel intelligent. In university, they often watch a lot of films; there is sometimes film clubs. People who go to university are intelligent, the people who go to these film clubs, may have seen the film The Third Man.

This makes the viewers who can remember the shot from the Audi advert to The Third Man film; this makes them feel clever, clever enough to own an Audi.