Media textual analysis sponsorship sequence

1. JustEat and X-Factor
sponsorship textual analysis

2. Editing
Contrary to most pieces of advertisement, this
sponsorship sequence uses very few shots. This
piece only uses 3 shots that are all much longer than
a normal advert shot (1st shot seconds, 2nd shot
6seconds 3rd shot 7secodns). This could have been
used to incorporate with the atmosphere the advert is
trying to portray, with the combination of the slow
track used on the sequence the advert uses these few
long shots to establish a calm atmosphere as
apposed to the erratic style of shots used in most
advertisements.

3. Editing
The advert used editing to overlay the name and details of the
actor when he is being shown. This is a common editing feature
in TV programmes to show the audience some information
about the person being shown, however this is not something
that is present in other advertisements. This feature does
however coincide with the style of the context of the sequence.
This series of advertisements by JustEat focuses on using
actual chefs from restaurants they work with to show what kind
of people are behind the stages.

4. Editing
At the end of the sequence the logos for both of the parties in the
sponsorship (JustEat and X-Factor) are shown. The normal logo
of JustEat has been modified to better suit this sequence. The
JustEat logo has been changed to fit into the side of the screen as
apposed to its normal rectangular shape.
The first of the edited logos to appear is X-Factors logo. The logo
is made to appear as if it fly's onto the screen and is accompanied
with explosion effects as it lands onto the screen. This is similar to
X-Factors programme intro where the X in X-Factor is shown to
be flying towards Earth as if it was a comet landing with an
explosion.
The logo of JustEat has a much less flashy animation. The
JustEat logo appears shortly after the X-Factor logo and begins to
unwind itself by spiraling into its rainbow colour spectrum from a
singular point on screen.

5. Editing
The X-Factor logo first ‘landing’ on
screen and then being followed with an
explosion effect afterwards

6. Editing
The JustEat logo starts by
expanding its spectrum from a
singular point in the bottom left
corner of the screen
The logo then starts to expand into
segments where the colours of their
logo appear and continue to change
between themselves
This process of the logo expanding
from its original point is very quick and
finishes expanding to cover around a
third of the screen whilst leaving
space for the actor to remain on
screen for the rest of the sequence

7. Normal JustEat logo with its
signature rainbow spectrum
The JustEat logo used in the X-Factor
sponsorship sequences adapted to fit into
the side of the screen.

8. Camera
This sequence has a limited variety of camera angles and shots.
The whole of the advert is filmed whilst the camera is slowly
panning to the right of the screen, slowly showing more of the set
to the audience. The first of the three shots is filmed with the
camera placed to the right of the actor with a mid-shot.
This style of camera work continues
through the advert, changing the angle at
which it shows the subject until he is
shown fully the audience.

9. Camera
The second shot of the sequence has the camera closer to the
subject in a medium close-up shot. This new angle now shows
the audience the front of the subject, continuing their aim to show
appreciation to their partners by spotlighting them.
A medium close-up shot is utlised to show the emotions of the
subject in conjunction with the music playing during the sequence,
allowing for a further relationship to be formed between the
audience and the subject.

10. Camera
In the last and longest shot the camera placement is once again
much further away from the subject like in the first shot. It is still
continuing the slow pan to the right of the screen but has moved
significantly backwards and not where the previous shot left of at.
At this point also, the camera has shown the subject from both the
back, front and finally his side, showing the actor fully to the
audience.
This process of introducing and
showing them in full makes them
feel less like an actor used for this
role just as a visual piece but
more like a normal person who is
partnered with the advertiser and
is being shown appreciation for
their work.

11. Sound
The sequence utilises non-diegetic sound in its use of the track
“I’m all out of love” in coordination with the actor. The non-diegetic
sound of the song is played alongside the diegetic sound of the
actor singing.
The choice of keeping the diegetic sounds of singing by the actor
links in with the nature of the programme JustEat is sponsoring,
X-Factor, as it features unedited vocals from its contestants.

12. Mise-en-scene
The sequence takes place in kitchen, more specifically a set
made to look like the kitchen that would be in a fish and chips
shop as it corresponds to the profession of the actor used in the
sequence who is said to work as a chef at the “Blue Lagoon” fish
& chips shop in Glasgow.
The set is lit by multiple spotlights that cover the set in blue light.
This use of blue lights further links to the importance of the actor
as he is aslo stated to work at ‘Blue Lagoon’ which links the use of
the lights with the actor himself.
The choice of costume for the actor even
further shows the importance of him in the
advert. The costume appears as the
classic apron and cap worn by British fish
and chip shops, but they are also both
blue, adding to the link between the
restaurant of the actor and the
sponsorship sequence

13. What could be learnt from the
sponsorship sequence
A key factor to be learnt from the sequence is the editing choices
behind the pop-up logo. The logo of X-Factor is edited to appear
as if it is coming from behind the camera and ‘landing’ on the
screen followed by an explosion effect.

14. Sources
JustEat sponsorship sequence -
https://www.youtube.com/watch?v=RiwYWiZerbA
Right here waiting by Richard Marx -
https://www.youtube.com/watch?v=S_E2EHVxNAE