5.4

Critical Approaches

I chose to review the Lynx Twist advert which was released in 2010. The advert lasts for 32 seconds, and the basic outline of the storyline is that a man is out on a date with a nice looking girl. The woman is unimpressed with the mans nerdish ways. All of a sudden it cuts to a mid-shot of the guy, as two robotic arms come down, cut and comb his hair and smarten him up. All of a sudden the woman is interested in him because he looks good looking. Although this advert doesn't actually show the man
or using the Lynx product until the end, the name of the product "Twist" explains the mans transformation in character as he goes from being a boring nerd to a smart, handsome guy who is fun to be around. There are a lot of cutaways in the advert

Lighting
There lighting at the start looks natural as they are sat in the cafe, but as its probably a set, there is probably a couple of strobe lights jut to add effect. In the middle of the advert, there is a 6-second segment where the couple are in low-key light as they walk back to the girls flat after the date. In the flat, the lighting is dimmed down to try and give a romantic feel to the room.

Camera Angles
Most of the camera angles are at chest-height, and give the effect as if the character is the same height of the camera. Although the very first shot is a high angle establishing shot, which looks down on the actors and sets the scene as you can see where they are and who else is there. There is also one shot where the camera was placed on the floor when the guy is getting his hair cut, and it shows the hair falling onto the ground. This is called a low-angle shot.

Editing
The editing of the advert is really good. There are so many cutaways which are great help to tell the story of the advert. Especially the robotic arms that make-up and dress the guy through the advert, they are made to look very real-life like.

I'm not too sure what the genre of the advert is, but it is a typical advert,k in the way that they have squeezed alot of footage into just 32 seconds. Even though its only 32 seconds, it would have took a long time to film all that, and it would have cost a hell of a lot of money to publish it onto the channels because the advert is shown mainly at the prime-time audeince (5pm-7pm).
The main narrative structure of the advert is the climax. The actually climax of the advert is when the guy goes into the womans house and he is looking all smart, and there is then a shot of him in the bathroom spraying on the Lynx product, but he is looking all scruffy again just like he did at ther very start of the advert.