ASOS advert analysis

  ASOS

-Begins with a purple fur coat over the models eyes, as it gets to the next shot her eyes become visible and are shut, it seems like the model is in a trance. The background is very dark and the walls are grey and there's mysterious non-diegetic music, immediately making the audience interested in what the model is doing. She's alone in an old warehouse. In the next shot she is smiling and swinging around a neon green lit up post. The fact that she's dancing alone in different clothing in each shot suggests she feels comfortable, free and happy in her clothing and this gives her confidence. ASOS want to put across the message that ASOS clothing gives you confidence and freedom. Additionally, the editing of quick paced shots and editing the model to make it look like shes moving faster than she actually is, reinforces her freedom and makes it seem like she is feeling alive. The idea is that ASOS want to persuade the audience that their clothing will make you feel alive and free. The mysterious, unique setting of the tree's inside and the lit up poles suggest that she's in a wonderland of thought whilst wearing clothing from ASOS. Whilst she is dancing around, her body language also reiterates her freedom and she is open and her arms move all around her. The advert ends with 'asos' written centralised on screen in lit up neon pink writing which resembles the poles used in the advert.

 This advert is slightly different from the other adverts I have analysed as most adverts had more than one person in or had some kind of speech in it whereas this has none and all you see is a model dancing in her clothing. This catches the audiences eye as it's fascinating that there is nothing more to the advert than the clothing and the way the model is feeling. Moreover, the plain, dull background puts emphasis on the clothing and the movement of the model used.