This document analyzes the camera techniques, sound, mise-en-scene, and editing used in an HP OMEN computer advert. It discusses the use of close-ups, long shots, tilting cameras, and eye line matching in scenes. Diegetic and non-diegetic sounds are used to convey messages, like the Windows error sound. Mise-en-scene elements like a dimly lit room establish the environment as relatable to gamers. Slow motion scenes show references to gamer stereotypes. Editing includes breaking continuity briefly but reestablishing it to maintain a realistic scenario.

1. Textual analysis:
HP OMEN advert

2. Camera
Various camera techniques are used, including using
pedestal and tilts. In the beginning scenes the first
shot we as the audience are shown is a close up of
the actor, followed by a quick shift to a long shot.
After the long shot it enters scenes that take place in
slow motion and this is where a tilting and moving
camera is used to go through a maze of objects that
have been thrown into the air. This camera technique
is common in cinema as it’s used commonly in actions
scenes where the characters have to travers
somewhere.

3. Camera
The eye line match is used in this advert to
make the audience want to see the product as
it has still yet to be shown. As this follows the
tilting scene the audience will b interested in
what is to come, and this is when the eye line
match is used. This scene is well constructed
alongside the eye line match as the red glow
emanating from the black box creates a sense
of mystery and intriguement.
The zoom is a key technique when trying to
make a situation or message on screen be
taken as serious and important, therefore it
was used well during one of the last scenes as
it was incorporated when the actor who
brought the computer tells the audience to
buy the product that was being advertised.

4. Sound
Diegetic and non-diegetic sound are used well
in this advert to convey messages and
references. The sound of the error message
most commonly associated with windows
computers is used in the first sequence to tell
the audience that the actors PC has in some
way crashed. This is a good reference to the
adverts intended audience as the sound has
become a internet phenomena with it being
used in videos to signify failure and problems.

5. Sound
In the first scene where the actor is seen
to get increasingly agitated and finally
throws his desk, the advert is once again
trying to put across a common
characteristic of gamers, the “rage quit”.

6. Mise en scene
The dimly lit room alongside a few light
sources work well in establishing an
environment that is relatable with its
target audience, as gamers often prefer a
darker room to avoid glare on screen.
When the PC is brought out, its vivid
orange and red features saturate the
room creating a new aesthetic in which it
is now the main subject.
The slow-motion scenes show off many
references and stereotypes of gamers,
with comic books, action figures and
pizza.

7. Mise en scene

8. Editing
A continuity was set up after the slow-
motion scenes were started. However this
continuity was shortly after broken when
the character who was established to be not
effected by the editing technique, but then
both characters are shown interacting and
the continuity is broken when they are now
both clearly moving in normal time.
A continuity is established so that a realistic
scenario can be created in which a spacial
and temporal continuity is maintained, this
can include keeping the clothing and general
appearance of actors and the set in each
scene laid out the same in all the scenes.

9. Editing
Slow motion is most often used to show off
a cinematic set of scenes that can be filled
with details that the creators want to show
to the audience that they couldn’t in a
normal scene. Action films, and more
recently super-hero films, use this technique
during fight scenes to allow some time to
display the faces and therefore the emotions
of the characters, adding depth and some
sort of emotional field to be shared between
the audience and the characters on screen.