Types of Advert - Product Placement (Audi Commercial)

   

This advertisement is an example of a product placement advert. Again, it is short and uses brand identity such as the car manfacturers shown in the commercial to sell the product, in this case an Audi, to its audience. These brands create a strong message, which comes at a cost. This is because Audi, who promote the advert would have to pay a TV company enough money in order to be allowed to use the different brands featured in the advert.

Camera
The camera stays in a fixed position for the majority of the commercial, which allows the audience to concentrate on the brands of cars shown on the keys, which is an important message within the adverts meaning. The keys are therefore shown as a MS, so all are easly visible. The only movement of the camera occurs when the camera pans upwards to show the Audi logo. It is centralised in the shot which suggests Audi is the dominant manafacturer over the other car logo's.

Editing
The lighting is dark and only lit up slightly by a lamp which creates a shadow. This darkness makes the audi badge stand out as it is silver. This is a futuristic colour which denotes an audi is a car for the future, connoting that its the latest, best car in the market. Furthermore, text is a feature in the advert instead of speech. This forces the audience to read which could mean the Audi's target audience is a sophisticated, up market audience.

Sound
The sound is simple, non diegetic with no lyrics the whole way through the Audi commercial. This doesn't complicate the message of the advert so the audience can concentrate fully on the purpose. Also, it shows that Audi are portraying a serious message, denoting that an Audi is an important car.

Mise-en-scene
The mise-en-scene is a very important aspect of this product placement advert. Props are used to create the message, which are the keys of different car manafacturers. These keys show different parts of a car which is successful. They come together to form the Audi badge. This connotes that the Audi is an all round car whereas the other cars only have one good point, symbolising that the Audi is the best car. Also, using the product placement to show different manafacturers connotes the others are no good, so the audience is attracted to the Audi.