WWW- Your
Mise-en-scene answer is excellent but aside from this we have some work to do.
EBI- You are
missing out many obvious points, particularly for representation: The family is
white, middle class, stereotypical etc. For Q1, again you miss the more
obvious points of the task – how is it different to most road safety adverts.
Re-write Q1 + Q3 on your blog.
Q1) The
institution takes a unique selling point on the issue of road safety. This
advert has a unique sell point as it is put in to slow motion and this
contrasts to typical car accident adverts, where there is a lot of blood and
use of shock tactics. There has been no shock tactics, but an opposite to shock
tactics, as there is no blood or gore from the accident. Instead there has been
the use of a warm, welcoming and comfortable home used. This advert has a
positive slogan of embrace life, which promotes happiness of being alive and it
connotes the idea of always wearing a seatbelt for your family, this represented
by the family coming to the aide of the father.
This advert
takes an original and unique step in promoting road safety by using physical theatre
and scenarios. Stereotypically in road safety adverts there is always blood and
smashed cars, to portray accidents in a negative light and harmful. However, in
this advert there is no actual car or street, this is an original step as it
hasn’t been used before. Also, the actual idea they are promoting and raising
awareness for, meaning the seatbelt have replaced the seat belt with the
family, who is there in dangerous accidents. This is effective and unique as it
is able to fill the void of it.
Furthermore, the
institution uses a new method to approach road safety. Instead, of an actual
car and street, they have been replaced with the family and the home. This is
polysemic, as it can be connoted that the seatbelt is like family and has a
strong bond and is there for our salvation. Also I can connote that not wearing
seatbelts is simultaneously harmful for both the driver and family.
Q3) The
representation of family in the short film is as a supporting and always there
when there is trouble. This is evident from the family members act as a
seatbelt saving the fathers life. They are represented as a strong team, this
evident as the daughter wrapped her arms around his waist and the mother
wrapped her hands around the father’s torso. This presents them as a strong
team as they supported each other when the “car” made impact. It also presents a safe and positive message
towards the audience about seatbelts being lifesaving. This is evident as the metaphoric
seatbelt saved the husband from being a thrown out the “windscreen” Also due to
the fact that cars are used on a daily basis; the lifesaving ideology is
continually presented in the positive light. The family was in Hi-key lighting,
represents them being on the light side, creating a holy and godly effect.
According to
Perkins, stereotypes can be good, which is portrayed in this short film of a
nuclear family. The institution has recreated a stereotypical car crash with a
twist, as it’s in a house. This stereotype promoted family values. An example
of this is the family being together and sharing there joy and sorrows
together. Medhurst stereotype connotes the negative half of the car crash, of
when the car is smashed and broken down. There is also the stereotypical white
middle class family; this is evident from the 2 parents, and also the setting,
as we could see objects that would be stereotypically in a white, working class
man’s house.
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