This advert is a stop frame TV commercial, advertising the Amazon Kindle, a digital book reader, created by photographers Angela Kohler and Ithyle Griffiths.
Camera- The advert opens with a long shot of the product, the Kindle, denoting to the audience what the advert is promoting. It is followed by a series of centralized mid-shots of the female in the advert, as it is a stop frame advert various changes happened to the female character but the camera never moves. The Kindle is now centralized and placed in the female’s hands indexically implying her devotion to the gadget hence her body language. The product is then removed from her hands and items are placed around her connoting to the audience how her imagination has consumed her. A long- shot is used to denoting to the audience that she is flying through her idealism. This is followed by a series of shots long, medium, and close-ups on the female character to connate the different emotions and experiences the Kindle gives you.
Mise-en-scene- The female character wears a white dress and red ribbon in her hair connoting her age and the different between reality and idealism. The background is blue to begin and there are various dispersing clouds which indexically imply that she is floating and allowing her imagination to consumer her, which is later reinforced. Items such as a pilot’s hat, airplane, goggles and winters coat are added symbolically implying that she is flying and connoting to the audience that her imagination has frenzied her mind. The pilots outfit is then rapidly taken off, in a series of shots to indexically resemble how she is back in reality, with her kindle, connoting the free nature of the product merging into realism and idealism. Realism is connoted to the audience by the use of the bike prop and flowers and the females dress, allowing the audience to identify with a normal day to day life. In a series of shots the female character merges from reality back into her imagination, into a shooters dress to connote the differing virtual experiences the Kindle gives you. The background then changes into a red screen indexically implying magic reinforced by the magic hat, bunny and magic wand at the end.
Sound- The music is inextricably entwined with the mise-en-scene as the words and optimistic tone is reinforced in the advert connoting the audience the positive brand they are. As the chorus line is ‘Will you fly me away?’ which connotes the audience the message of the product, or the USP is that reality and one’s imagination merge into one when reading with the Kindle.
Editing- The series of shots are put together to make a narrative sequence, to allow the audience to feel as if they have been on the products journey. The sense of realism and idealism is created by the juxtaposition of shots in the sequence, this is very significant when constructing meaning within the animation. This is seen within the opposing sequence shots of the female character on a bike in normal dress and then it cuts rapidly within another sequence to the female character viewed within her imagination and all sense of realism has been irradiated, this sequence of narrative is then repeated four or so times, with different variations.
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