H&M- Bring it On: Textual analysis
How does the video for H&M's Bring it on campaign promote H&M as an ethical fashion retailer?
- Refer to the video with close textual analysis.
- Use key terminology.
The camera
This is used to show the ethical aspect of this promotional video through the use of the hand held filming technique. This makes the shots have a more realistic feel which makes the video relatable. This also makes the video feel more rough, as if the video is the clothes themselves, and you are looking at it in a different perspective. There are close ups to emphasize the importance of the clothes, even if they are damaged, and to show how no matter what condition the clothes are in, you can still recycle them. The zoom again is used to show how crucial recycling clothes is, and it is used to get the audience to take notice, and think about how they can recycle their unwanted clothes. The technique of shot reverse shot is used to show a higher level of depth in the video, and make it more interesting for the viewer. The reaction shot is used as all the actors are the age of the target market, so by having lots of reaction shots, it gives more opportunities for the viewer to relate to the video.
Sound
The non diegetic sound in this advert consists of the soundtrack that is playing in the background, the voice over poem, and the narration aspect. The soundtrack is a mixture of light notes with a medium beat, which adds to the ethical feel of the video, but it also slows down when the video gets to the scene with the forest, this is for dramatic affect, but also to make the audience feel closer to nature. The diegetic sound consists of sirens, birds and ripping of material. The sirens make the video seem urban yet the birds provide a contrast that links the video to nature.
Editing
The forest scene is longer to have more emphasis on the ethical, and natural aspect of the advert. The fast cuts are used to make the advert more fast paced, and in doing this it makes the audience feel as if they have to go and recycle their clothes immediately. This is effective as the whole point of the advert is to get people to recycle their waste materials and clothes.
Mise en Scene
The clothes have been specially chosen so that people viewing the video can relate, as if the clothes were all unrelatable because they were to extravagant for example, then the viewers may not have been able to put themselves in the position of the person recycling their clothes, so they may not believe they should recycle their clothes. There are scenes in the city, factories, fields and on a beach because H&M are trying to make the point that no matter where you are, there is no excuse not to recycle your clothes, but also the contrast between the city settings and the natural settings makes the ethical aspect of the video more obvious.
- Refer to the video with close textual analysis.
- Use key terminology.
The camera
This is used to show the ethical aspect of this promotional video through the use of the hand held filming technique. This makes the shots have a more realistic feel which makes the video relatable. This also makes the video feel more rough, as if the video is the clothes themselves, and you are looking at it in a different perspective. There are close ups to emphasize the importance of the clothes, even if they are damaged, and to show how no matter what condition the clothes are in, you can still recycle them. The zoom again is used to show how crucial recycling clothes is, and it is used to get the audience to take notice, and think about how they can recycle their unwanted clothes. The technique of shot reverse shot is used to show a higher level of depth in the video, and make it more interesting for the viewer. The reaction shot is used as all the actors are the age of the target market, so by having lots of reaction shots, it gives more opportunities for the viewer to relate to the video.
Sound
The non diegetic sound in this advert consists of the soundtrack that is playing in the background, the voice over poem, and the narration aspect. The soundtrack is a mixture of light notes with a medium beat, which adds to the ethical feel of the video, but it also slows down when the video gets to the scene with the forest, this is for dramatic affect, but also to make the audience feel closer to nature. The diegetic sound consists of sirens, birds and ripping of material. The sirens make the video seem urban yet the birds provide a contrast that links the video to nature.
Editing
The forest scene is longer to have more emphasis on the ethical, and natural aspect of the advert. The fast cuts are used to make the advert more fast paced, and in doing this it makes the audience feel as if they have to go and recycle their clothes immediately. This is effective as the whole point of the advert is to get people to recycle their waste materials and clothes.
Mise en Scene
The clothes have been specially chosen so that people viewing the video can relate, as if the clothes were all unrelatable because they were to extravagant for example, then the viewers may not have been able to put themselves in the position of the person recycling their clothes, so they may not believe they should recycle their clothes. There are scenes in the city, factories, fields and on a beach because H&M are trying to make the point that no matter where you are, there is no excuse not to recycle your clothes, but also the contrast between the city settings and the natural settings makes the ethical aspect of the video more obvious.
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