Part 2

Part 2 – Critical Evaluation

Advert 1

The first advert opens with an establishing shot of what later appears to be Tony Montana lighting a cigar. The cigar lends itself to emphasising this dirty and unhealthy world that we live in and highlights the characters immorality. There is a dark and gloomy soundtrack overlaying this initial section of the advert which creates suspense and tension as well as adding an element of ambiguity to this opening section. This also makes the audience question who the character is and what he is going to do next. This cuts to a mid shot of Tony Montana throwing his cigar to the floor and then crushing the cigar with his shoe which works to accentuate his power on screen and also show his disregard for the environment. A straight cut is then used to quickly cut to a boardroom meeting of what appears to be two rich guys discussing expansion plans. Sleazy western non-diegetic audio is used to lay emphasis on how much the people with the power disregard the environment and are typically nothing more than profit hungry. A board with various statements such as “Extract more oil!” is also shown which shows the audience bluntly the character of these two men and further stresses the ideology behind this advertisement. Tony Montana proceeds to bust into the room as the two shocked ‘Fat Cats’ jump up in awe of his entrance. This leaves the audience confused as to the relation between Tony Montana’s and the two big wigs. Tony Montana proceeds to deliver one of his famous lines from Scarface, “Say hello my little friend!” while thrusting the globe towards to camera. This further increases the audiences association with the advert and heightens the sense of familiarisation with the character. He begins laughing maniacally while spinning the globe in his hands showing how the world is held within the grasp of mad powerful men who have a disregard for the safety of our fragile environment. Tony Montana’s renown for being a worldwide criminal could also be a metaphor for global warming and how it threatens us all globally. The final shot is of the Earth from space with the phrase “The World’s in good hands with friends like Tony Montana!” This phrase is sarcastic and works to make the audience think whether they want the world to be manipulated and controlled by mad men like this.

Advert 2

The second advert opens with an establishing shot of Mike, a young teenager knocking on a door hoping to take a girl out on a date with him. This initial mid shot establishes the setting for this advert. The non-diegetic audio that runs throughout this advert is fairly quiet and calm giving this advert a much less dramatic tone that advert 1. A variety of close ups and mid shots are used throughout the course of the advert with dissolving transition between each shot. The father character who is initially introduced upon opening the door is presented with a low angle shot. This shot has been used to portray his anger and concern for his girl. The father proceeds to grill Mike with various questions regarding environmental issues such as how fuel efficient Mike’s car is and how many miles to the gallon his car gets. Other questions relating to recycling are also asked to Mike who responds with various stutters to display to the audience how he scared and worried due to the looming figure of the father. Eventually after the series of questions have been asked Mike builds up the confidence to stand up for himself and exclaim to the father that he does indeed drive a fuel efficient vehicle and he does recycle. At this point it becomes apparent to the audience that Mike is actually a good character due to the fact that he is standing up for himself and is environmentally friendly. It may also be a metaphor for showing that the ‘little guy’ can make a difference and can stand up to the larger more powerful people in charge. Upon realising that Mike does care for the environment the father agrees to let his girl go out with Mike which turns out to be the globe. This is particularly symbolic as it shows that the ‘good guy’ can take charge and can look after the world. The advert ends with the same shot as advert 1 however the phrase this time is ‘The world is in good hands with Mike’ showing a stark contrast to the first advert as the world is really in good hands this time.

Advert 3

The third advert is essentially a montage of shots from the first and second advert. Various different types of shots are used during this advert ranging from low angle close ups to high angle mid shots in order to convey different statures and moods as well as emphasising the characters stance within the advertisement. Similarly to how the first two adverts close, the third advert opens with the same shot of the Earth with the text saying “Who will you be?” This has been used to draw the audience’s attention in and make them think about the upcoming content within this advert as it is directly referring to them personally. A close up shot of Tony Montana laughing maniacally is then used with the text saying “A MAD MAN” and then the long shot of the two rich men in the boardroom which makes the audience think about their personal position on this topic. A black screen with the word “OR” then appears implying to the audience that vast change in types of character is about to occur. This shot is proceeded by shots of Mike taking the globe off of the father with the words “THE GOOD GUY!” written over the screen showing the audience that this is what they should strive for in terms of environmental care. Another set of text appears telling the audience that “It will be worth it!” with shots of Mike walking off with the globe safely in his arms. Suitable non-diegetic audio is used throughout the advertisement to further enhance each of the characters and their roles within the advert. The advert closes with the same shot of the Earth appearing on screen with words “Protect our World” fading in with further angelic like music overlaying this final shot.