This is an example of a traditional advert, it is only 31 seconds, meaning it has only a short time to put its message across, typical of this type of television advert. It is clear that it is an avdertisement targeted at a specfic audience. This audience is car drivers who are interested in buying a new car. I know this becuase it is avdertising the new Volkswagen Polo.
Camera
The advert begins with a MS of the dog from outside the car, sitting in the passenger seat. Having the camera outside the car shows the cars safety. Also in this shot is tracking, which keeps up with the car whilst it is driving, the camera is smooth, suggesting that the ride in the Polo is also smooth and comfortable. Next, without the car, the setting is established with an ELS which makes the dog small and weak, as it is hard to spot in the room. Then the camera changes to a MS of the dog shaking, reinforcing the weakness being showed. However, this changes when the audience see the dog sitting in the car again. A MS shows the dog with its head up high, denoting confidence, which connotes the dog is comfortable in the Polo. The shot is also at a slightly low angle below the characters shoulder, emphasising superiority. Then once again, in the next scene, the camera tracks towards the dog in the shop when the setting has changed from the car again. Here, the dog is frail, showing fear as the camera gets closer.
Putting these camera shots from the different parts in the advert together, shows that the dog is confident in the Polo, but has low self esteem without it.
Sound
The Volkswagen advert also shows Polo's are a desirable car within the non diegetic sound when the dog is singing. Although it seems diegetic, it is actually non diegetic which allows the editors to make the dogs singing loud and clear in the car but muffley and quiet outside, presenting the idea that the car is simple to drive and easy to understand and life can be tough without it, like it is for the audience.
Mise-en-scene
The advert creates many assumptions to the audience to help boost the Polo's reputation in this short space of time. The main message which is shown using text at the end is that the Polo gives someone confidence, which will make a driver feel better about themselves. This is shown in the mise-en-scene when the dog has his head up and sing clearly and happily in the car, but when outside of the car, the dog is frail and shaky. Also, the dog tucks his tail in which is a common sign of them being scared, meaning he feels safe inside the Polo. This could lead to the assumption that is is a safe car to drive which is an important aspect of a car nowadays due to rising accidents. Also, within the mise-en-scene, the dog does not use a lead but does outside the car. Leads are used to restrict dogs from wondering around, meaning the car is more of an adventure than everyday life, making it appealing for an audience.
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