ADVERT ONE
Marketing - how are the audiences targeted?
- The mise-en-scene of the setting includes large windows and an innovative architectural design, connoting middle-class wealth, suggesting that the synths are tailored towards those who are financially stable.
- The mise-en-scene of the colours pink and blue within the children's rooms act as symbolic coding for gender, due to the feminine and masculine stereotypes associated with the colours, providing a sense of familiarity. This juxtaposes the new technology of the synths, exampling postmodernism values. This shows that any 'regular' family can have a synth without it being disruptive.
Hyper-reality and postmodernism
- The lexis of, 'she is perfect in just about every way, she can to anything', links into postmodernism values, as whilst this narration is occurring, we see the synth participating in normal, identifiable tasks such as taking the bins out, watering the garden and making cakes - showing convergence between the media-world (unrealistic, can 'do anything') with the real world, watering, chores etc.
- The mise-en-scene of the carrot chopping has been edited to be faster, once again linking in to Hyper-Reality, as the speed goes beyond the normal yet is still able to be linked to our every day life.
Representation
- The synth of Sally is represented to be beautiful from a hegemonic perspective, as anchored by the mise-en-scene of her costume, with particular emphasis on her hair, which is neatly tied back allowing the audience to have full-view of her face. This reinforces that she is confident in her appearance as she is not hiding anything, and therefore must be beautiful.
- Beautiful women are represented to be sexually appealing, this is communicated through the voyeristic gaze of the male actor when Sally walks past, and the pro-airetic coding of the door shutting.
Narrative
- The narrative that Sally is a good person is reinforced by the lexis of the dialogue, 'a teacher, a helper, a friend etc'
Media language
- The mise-en-scene of the colour pallet - blue, white, soft pinks (pastels) is calming, which correlates with the audio of the piano, this allows the advert to be harmonious.
- The lexis of the dialogue 'faster, stronger, more capable' incorporates superlatives which evaluates synths to be the best and the most powerful.
Advert 2
Marketing
- 'Our synthetic humans have changed the world', this targets towards those who wish to be revolutionary and be involved within the evolvement of humanity. This futuristic/highly modern perspective is channeled through the advanced editing, which merges the earth into the eyes of the synth.
- The inclusion of the young, child actress and the older actor markets the synths towards a family, showing how synths are useful to all age groups.
Hyper-reality and postmodernism
- The binary opposition between the lexis of the dialogue, 'it is vital you do not attempt to reset a malfunctioning synth yourself, as doing so may void your warranty', and the facial expression of the synth actress being bright and happy, collapses the walls between reality and the media world. The phrase is recognisable as it is stereotypical for advertising, yet the happy expression after is not serious, and therefore almost comes across as satirical
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