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In the advert the aim of the company is to advertise their product to asoad a target audience as possible. The main objective of this advert is to persuade the audience that they could change themselves for the better by buying the product. The advert is for the new Ford Focus, and in it a woman drives a man to the airport. As he leaves he proposes marriage and the woman uses the car to reject his offer.
As the advert starts, we have the establishing shot of the airport with the Ford Focus pulling up outside it. It is then a straight shot into the cars interior showing a man in the passenger seat text appears with this shot in small writing across the bottom of the screen displaying information such as "Leather interiors Alloy wheels" which may not be included in the dialogue of voice over.
Shot three, still inside the car, is of the woman in the drivers seat; it then switches to the passenger side as the man begins to get out of the car. As he gets out he turns back into the car and we have a shot of him looking in through the open door and he proposes marriage in an authoritative, assuming manner. (The actual line is "Oh, and youll marry me, right?" this is completely unromantic and is a statement rather than a question.) This remark is splitting the target audience but not excluding them (e.g. Both sexes are able to relate to what is being said) which would defeat the object of the advert. This is because the women in the audience would recognise the chauvinistic attitude displayed by the man and understand the indignation felt by the woman. The men however may well associate themselves with the position of the male. College papers on Detailed analysis of ford focus advert As the man leaves the car and walks into the airport with a smug confident air, background music starts ("This is a Mans World"). This implication of a sexual game between the man and the woman incites the interest of the viewers without focusing too much on the car itself.
In these first few moments of the advert we see that both the characters are well dressed, quite young and attractive, and also seem fairly successful too. This alerts the viewers interest and attracts theoad target audience at which it is aimed.
The following shot is inside the car and is of the woman in the drivers seat. The shocked look turns to an expression of amused confidence, and she pulls the car out of the airport. The text changes at this point to small print of how you can pay (per month etc). Next we get a close-up shot of her hand as she changes gear. This is included in order to show more of the cars interior and to display more of the cars features. We then have an exterior shot looking onto the car from the side. This is the first full shot of the cars exterior and it shows the car in good light and flattering camera angles it was used in order to establish the model to an extent where people will be able to recognise it.
The shot which follows is interior once more, looking from the passenger seat to the driver. The woman is looking confident, happy and somewhat pleased with herself. This turns into an exterior shot of the car turning off the road into a sort of building site, during this shot the text changes once more to show more information about finances. These small text captions are included because they contain information, which they have to provide legally. Any bigger however and the text would detract from the narrative of the advert. This information is also rather uninteresting. It is therefore as important as possible for Ford to keep this information as unobtrusive as possible.
Next we have a birds eye view of the building site, basically to establish what the new location looks like before focusing on the car once more as the next shot, of the wheel trim displaying the Ford logo, is shown. The next sequence of shots are all showing off the impressive manoeuvres that can be performed by the car. In consecutive shots we see the close ups of specific actions or features of the car. In a quick succession of 6 shots we see the car parked, a gear change moving into reverse, (here we look back through the rear window and see tyre tracks made by the car in the dust on the ground of the building site). This then fades out to a shot of the steering wheel just as the text changes and then the shot changes to an exterior shot of the back of the car. After this, there is a close up of the woman in the drivers seat, she is smiling (and so is obviously happy to be driving the car) followed by a shot of her feel on the pedals. The final shot of the car is one of the wheels.
Next we have an exterior shot of the car facing the drivers side as the woman looks up, gets out of the car and leans on the roof still looking upwards. Following this we have a shot of a from the ground of an aeroplane flying overhead.
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