Question 5 of Initial Questions
Set: This advert was shot in a London studio. The location of the advertisment changes from the set to previously recorded carpark and street. This is done to show the twist of the chase in the advertisment, and to basically to prove there point that ”Every ford you see looks like its moving even when its not”.
Lighting: The lighting seems to be low key i think that this conotes the fact that being in this car will make you fell both relaxed and confortable. They also use verious glimes of reds and oranges in the background I feel as though this suugest that the car, yet relaxing, is still very exciting and adventurous.
Question 3 of Initial Questions
Characters: Besides the people walking across the set at the beginning there are only 3 main characters. There is the young European looking man, then there is the slightly older, upper classed, middle aged man and then last one is the mysterious looking dark haired, business women. I think that these characters were used as they could portray the target audience. I think that the use of a women in this chase was away of suggesting that a women has equally the same right as both the men to drive the car which then opens the product to a bigger market.
Editing: This advert has a fast cutting rate and uses a variety of different camera shots. I think that this is done to build up excitment throught out the advertisment, which then echo’s the chase.
