This advert aims to discourage smoking and promote healthier choices. It uses desaturated colors and lack of music to set a somber tone that matches the serious health risks of smoking. Images of a family are included to show how one's smoking can negatively impact loved ones. A cigarette is depicted with slime and gunk to graphically illustrate the damage caused by smoking. The target audience is young to middle aged men with children who may be persuaded by concerns for their family's health and future.

1. LO1 Resubmission
Advert analysis

2. Road Safety
• The shots that have been utilised in the advert have all been applied for a specific reason, to show how the man in the advert is feeling and the emotions
running through his mind; these emotions would be sadness, guilt and regret.
• In the advert they explored the lighting in a very dull and upsetting theme due to the premise of the advert. They used low key lighting to show the viewer
the fact on how your life would feel like if you did this what they are telling you not to do.
• The colour blue utilised in the advert has been applied to signify the connotation of sadness and depression from the main actor.
• The techniques used in this advert have been used to great effect as the advert is immensely persuasive and will make a big impact on the target
audience, the advert is trying to persuade motorists into being careful whilst driving and abide by the law. The repetition of the little boy indicates to the
viewer that the man cannot stop thinking about his mistake the day he hit the boy, It creates a very unsettling atmosphere for the viewer and makes them
feel sympathy for the little boy and maybe a little for the man.
• The advert is aimed at a certain amount of people meaning that only people that are qualified to drive should be paying attention to this advert, this
audience would be aimed at men and woman aged between 18 to 58 years of age.
• The psychographics of this road safety campaign would be Aspirer as i feel that these are the type of people that would listen and acknowledge the
purpose of this campaign for safe driving.
• use psychographics, socio economic groups (A,B,C1,C2,D,E). explain & justify everything.
• The age of the actor in the advert is late 30s maybe early 40s and the little boy is about 7. The Maslow for this advert would safety and maybe self
actualisation as well. This is because self actualisation means that the audience would have morality and would connect with this advert and understand its
meaning on what it is promoting.
• The facial expression in the advert were very depressed and drained of life, the facial expression of the boy was the exact same but on a more larger and
serious scale due to him actually being dead and life was not in him. These facial expression were utilised for the advert as the advert raises a dark
subject and promotes safe driving.
• They do not utilise any sort of music in the advert as it will take the dramatic impact away from the narrative and the sort of affect they are trying to convey.
As they have only used diegetic sound it creates a sense of realism and sets more of an impact on the viewer because it makes it that much more realistic,
it also makes the already emotions of the viewer much higher as it makes them think this scenario can happen to anyone.

3. MW3• In this advert you see the development of a character called “the noob” getting better after more time playing the game with his already
good friend. This advert is about starting off terrible at the game and then progressively getting better throughout the advert, the “noob” is
playing with a “veteran” which creates juxtaposition. This advert mimics playing with games and sets a tone of being social online, the
advert is very inclusive. This advert was very well constructed and makes has a great narrative to it, the advert signifies online play in the
game and how someone can go from being terrible to a master of the game with experience.
• The advert explores realistic lighting and makes the set feel like it is on a battlefield, i am a fan of the lighting and love how they have
interpreted the battlefield in this sense. The lighting is good.
• They utilised a green screen throughout the majority of this advert, they had to CGI most of the motion graphics in as it would be very costly
and hard to get; examples of these would include bombs, jets, rockets, the foreground and buildings and distant objects.
• They utilised comedy to promote their game; this also may link into the type of character they hired called Jonah Hill who is also renowned
for his comedic appearance and main roles in his movie career. This advert also
• The type of actors they hired were hired for a significant reason, Jonah was hired due to his career in film and his comedic characteristics.
Dwight Howard is a real life person who is looked to be serious and a pro at what he does which can also link to his character in this advert.
• The song used in the trailer is fast paced, heavy and always going with no low notes; This links to the trailer as it is also action packed and
fast paced. This song may link to the audience as the type of audience they are aiming to sell their product to is young adults that may be
inspired by this sort of music. This song also set the tones for the advert as early as 10 seconds in and indicates what type of game this
may be.
• The locations that are in the trailer is in a city that has been the victim of war and destroyed by the impact of bombs, gunfire and conflict.
This location is utilised in the game but in the campaign and not the multiplayer aspect, maps of this such are also in the game so the
viewer is not being misled.
• The CU of the actors faces in slow motion segments adds the dramatic impact and lets the viewer recollect what they have just seen, this
almost over does what the scene is actually doing because in slo-mo it adds more emphasis on the scene to what it may not actually
deserve; although sometimes it does and deems effective.
• The audience this advert appeals to is 14 > 28 year olds, male or female. Adverts like these tend to target their audience towards new
timers that have yet to play a first person shooter produced by call of duty, my reasoning behind this is that they can draw in new types of
audiences and keep that market specifically for their franchise. Maslow for this would be - Psychological.

4. Smoking
• This advert has desaturated colours, the reason they have done this is to link in with the sort of matter this advert is raising
awareness about and how to put it to a great affect; if this advert was in high saturated colours it would just take all
meaning out of it and the viewer will be confused on how to feel for this advert when they should be feeling sad emotions.
• The significance of non diegetic sound plays a great part in this as this advert explores a very real and serious matter; if
they were to utilise music in this advert whether it be dark/sad or happy it would take the viewers attention off of the main
subject and the narrative behind this whole campaign.
• The main techniques this advert explores is solution to problem and reward and punishment; Reward and punishment
meaning that if you stop you will have a longer, happier and less costly life instead of wasting earned cash on cigarettes
when it could be put to good use whether it be on yourself, children or significant other. Solution to problem would sort of
link in with reward and punishment but will be on a different path, this would mean if you stop you are saving yourself, and
children lives as second hand smoke is as harmful as first hand smoke; this is not including that you could pass on this
bad habit at a young age to you kid/s after you could have damaged their internal organs from second hand smoke
before the body fully develops.
• The children in this advert play of great importance as they signify to the viewer this man is a family man whom has a wife
and kids. This makes the viewer think that this can happen to anyone and that anyone that smokes can be harmed no
matter who or what you are, it will always damage your body. This persuasive technique is used to further convince the
viewer into stopping and theoretically see what they are putting into their body; this will mentally sync into the viewers
head.
• The cigarette with the slime and gunk that the man had constructed also plays a great significance as it theoretically
shows what you are damaging every cigarette you smoke; this will create a great impact on the viewer/smoker as they get
told they are damaging themselves by smoking but never actually see what damage is caused.
• The type of audience that this advert is aimed is young to middle aged men whom may have children and not wanting to
pass this habit down the line to their children. The psychographics of this advert would be succeeder, i feel this way
because they would be the prime audience that would be convinced by an advert such as this, the audience that this is
targeted to would fall in the socio economic grouping of; A B C1 C2