Extract 2: Invictus.

Added on - 18 Sep 2019

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Extract 2: InvictusIn this extract, see how observations of colour are supported by a reference and how theory ofcelebrity endorsement is used in commenting on the choice of Youngquest. Later, in a section onmusic, note the use of relevant terminology and how an observation on the potential effect of themusic (which may or may not be correct-we don’t know without conducting research with listeners)is given credibility because it is supported with an academic source. Note that the writing style issuitably academic yet engaging.2.1.1. Background and coloursThe initial panoramic view of the stadium shows a rugby stadium at night. By using low-key lighting,the view shows only the flashes from the audience in the bleachers. Low-key lighting is mostly usedin upscale commercials (Brown, 2007), like Invictus, wherein the director wants to prevent theaudience from seeing the surroundings clearly so that they focus only on the actor/product(Millerson, 2013). In the foreground, the lights from the photographers’ cameras flash across theactor; this highlights his features and makes him stand out against the background. The product’sname is shown twice in silver letters: once during this introduction and again at the end. Accordingto Rossiter (1982) and Yasuda et al. (2007), silver is perceived as a glamorous and sophisticatedcolour associated with prestige and wealth.2.1.2. Actors and movementsMain characterThe main character in the advert is played by the famous and successful rugby player NickYoungquest. Although he is not a typical celebrity for endorsement (the average viewer is unlikely torecognize him), his characteristics "match up with", or are relevant to, Invictus (Lee and Thorso,2008). Agrawal and Kamakura (1995) stated that if the celebrity fits the brand image and isacceptable to the audience, he can not only help consumers to remember the message of theadvertisement and the brand name but also enhance the brand's personality. Youngquest canachieve both goals since he is physically fit and appealing to both men and women.xxxxxxxxxxx2.2.1. Music and soundThe choice of sound and music is fitting. At the beginning, when the audience is cheering, thediegetic (natural) sound illustrates the events that are occurring on the screen (Dykhoff, 2012). Thesong that follows, which is a non-diegetic source (Dykhoff, 2012), is ‘Power’ by Kanye West. The songis in part effective because of its lyrics. Additionally, because the song and its singer are well known,it gives charm and additional character to the product (Hecher, 1984). The song also has a fast andintense rhythm, which fades as the voice-over is heard. Studies have shown that men respondpositively to such fast and high sounds (Kellaris and Rice, 1993). At the end, the voice-over narrationmentions the product's and company's name. The tone of voice is calm and confident in identifying