John Lewis Advert:

John Lewis 2010, it is a moving image advert. 


Camera: 
The advert opens with an establishing shot of a baby, embracing the audience attention from the start of the advert, and connoting the life span of the Brand 'John Lewis'.   The camera then tracks along, following the movements of the young girl, indexically implying the child is growing older. This is reinforced by the next shot of the child older.  The camera then pans as the child goes through the play tunnel, which is the transition shot for the young baby growing into a girl. As the girl moves from one location to another to camera follows her movements, by panning this indexically implies the growth in her age through life.  The camera uses tracking to transit through the various locations, resembling the child growing older and the how the brand 'John Lewis' is always present in her life. The camera circulates around the child, this transition works in sync with the change in lighting, and connoting the transition in age.  This use of panning and tracking, following the movements of the central characters, is repeated throughout the advert, this gives the advert a smooth and flowing feel.

Mise-en-scene:
The opening shot is set within a baby's room, the white furnsihings connote the high end brand 'John Lewis' is and the beautiful furnishings they make. The baby wears a red outfit sybolic of wealth, this also allows the baby to stand out, sybolic of her importance in the advert. The use of the play tunnel connotes the transition in age and indexically implies the age of the young girl. The location changes and iconic of the age of the child, for example the following shot is where the girl is in her school uniform connoting her age and her immaturity. The colour red is a central colour throughout the advert and the young girl is always placed in this colour, this denotes her presence in the advert and red is symbolic for richness. The lighting is a significant transition from one location to another, as the child blows the candle, their is a dip to black and this then fades into the next location and the differing the young girl. The colour red follows the character within the wedding shot, the bokay of flowers. The location change is of great importance, as it highlights the changes in her life and the presence of the John Lewis brand as it follows her journey.  As the women gets older the different is outfits is visual, along with the difference in hair colour as she is now aging, connoting the changes in her life and how long the John Lewis brand can say with one. This could be a USP of the brand. 


Editing:
The editing is intrinsically linked with the sound and the use of the music, as the music pace picks up the editing becomes quicker. It mainly uses cuts to transit from one location to another which connotes the change in her age. A graphic match is used o transit from one age to another within another john lewis. 

Sound: 
The music is centered around the main female character who the advert is about on her journey