Analysis of "second a day" campaign video

Analysis of "second a day" campaign video

Setting:

The video is about a little girl who is living an extremely happy healthy life to which there is a transition to where she is sad and has lost everything. At the start she is in the house with her family and friends and she is celebrating her birthday, in the house they use a lot of artificial lighting e.g. light bulbs and lampshades to create a happy enjoyable atmosphere in the first scene.

This image shows the skyline of London which indicates that this campaign video is set in London, also she is walking through a park and you can see the London eye and the colour of the sky looks like typical British autumn weather. Furthermore, the weather is very dull and grey similar to her facial expression as seen in eye level shot.

Costume:

At the start she is wearing a white dress and white symbolizes innocence and purity. Throughout the advert we see the girls clothes changing and becoming rough, this could suggest that her status emotional state due to her facial expressions and body language. which who see Later she is wearing her school uniform this shows us that she is still a child, then throughout the advert her clothes become very rough and dirty this is due to the conflict going on around her.

Props:

The teddy bear represents innocence and purity this makes us want to emphasise with her and make us want to be in her shoes and feel her pain , also they use gas mask and the represents war because throughout the clip she is in a domestic environment to transferring into a war zone and military base. The first cake has lots of candles which suggests its her birthday and she's growing up; however the last cake only has one candle this could symbolize that she is all alone and that she doesn't care about the birthday because all she has is her mum whilst her dad is fighting at war.

Lighting/Editing:

At the start they use artificial lighting e.g. lampshades etc, the brightness connotes that everyone is in a good and happy environment. Then later throughout the video natural light is used and its very dim and this could suggest that the girl is sad and lonely and something is troubling her. In the video they use many cuts and each last around a second this is due to the fact that each second counts and its supposed to be linked to the title, furthermore there are diegetic sounds like bombs and gunshots, sirens. This is used to create a dramatic affect to cause the audience to feel sympathy and see the trouble the poor girl has to go though.