Missguided advert analysis

The advert begins with their website centralised on the screen to instantly show the audience what this is advertising, underneath the website is their slogan/logo which raises brand awareness. Underneath this, 'spring/summer 2013' appears on screen to show that their clothes are seasonal. The advert is a combination of video and animation. This makes a younger target audience evident as it would appeal to them to have some animation of drawing as well as real life video.

Camera
There are close ups of the models face and lips. This makes it evident that they are using the model to not only advertise the clothing, but also advertise her and her looks to the audience. Every shot is of a close up of a different piece of clothing. This shows the audience what style of clothing Missguided sell. The fact that the model is always centralised infers that because of her clothing she is important and superior and deserves to be centre of attention. There is a mid-shot of the model with her hands over her face in black and white, drawing attention to her rings and jewellery.

Editing
There is a combination of video in black and white and video in colour. This draws the audience's attention as the advert is constantly changing colour. On top of the white background, there is animated drawing of diamonds, stars and crosses which are part of the Missguided logo and slogan, which encourages brand awareness. The editing differs with video in black and white, and a mirrored effect etc. There is a lot of editing in this with all these effects to attract a younger target audience as it looks young and different.

Mise-en-scene
There is a shot of a white background with the model centralised and she is dancing, every time she moves it creates a shadow and each shadow is in colour. These bright colours are eye catching and would appear to a younger target audience of around 14-25. Throughout the advert, the model is dancing and moving about, she appears to be 'sassy' and confident, Missguided are clearly trying to sell the models attitude, implying that if you buy their clothing, you will have the same confidence. The model poses with an attitude. She's wearing sunglasses and when she takes them off she winks at the camera which reinforces her confident attitude. This is evidently made out to look like a photo shoot in which the model is really confident and enjoying herself, this is shown by the constant flashes throughout which infers a camera taking a picture. The model's body language is also very confident, portrayed by the way she flicks her hair and spins around whilst pouting at the camera.

Sound
The non diegetic music comes in and it sound like someone clicking their fingers. Every time the click is heard the shot changes. As well as the click there is also some upbeat light music.

It is evident in this advert that the target audience are girls aged 15-25 that are interested in keeping up with the latest fashion. From this I have concluded that most clothing adverts I have advertised that are for teens and have a younger target audience are selling more of a lifestyle and attitude than the clothing.