Types of Advert - Political (Real Change)

  

This is an example of a political advertisment. These types of adverts are usually of an important matter
and do not attempt to make money, but to sway someones values which means the message has to be strong, so a popular fugure is commonly used.

Camera
The camera distance and angle doesn't chance for the whole commercial, but stays fixed as a close up so the audience can clearly see Obama. This allows them to see his lips moving while he talks, increasing the adverts verisimilitude. The camera angle is level to Obama, which denotes a simple layout, connoting importance. This is because the camera is tampered with meaning the subject of the commercial is serious. Lastly, Barack Obama is postioned just off centre, to the right side of the screen. This may connote a plee for help and followers which is a common theme in these adverts. This is because he is not centred connoting that he isnt important enough becuase he hasnt yet won the election, so positioning him to the right suggests he needs the publics help to win him the vote.

Editing
Very little editing is used in these adverts, due to them being a very important message and therefore they cannot be edited heavily. In this advert, one editing technique is the blurred background. This allows focus to be entirely on Obama, present the assumption the the onlooker that he is an important fugure and has to be listened to. Also, text is included at the beginning to make the audience aware who is in the advert. This denotes Obama is the significant part of the advertisement and connotes the audience need to be made aware of this so they know who they need to vote for.

Sound
The sound in this political advert is the same through the entire commerical. It is diegetic sound throughout, with Barack Obama talking into the camera. This is the only sound the viewer hears so there is no distractions, meaning the message Obama is tryin to get across is eassier because all attention is turned to him. Furthermore at the end, Obama's voice is still heard at thh end when the audience cannot see him. This connotes that even after the advert the audience still have his message in their head, connoting a strong message. The diegetic sounds is also very clear, so all the audience have to do is think and listen, creating a sophisticated tone, connoting political adverts in a serious light.

Mise-en-scene
Firstly, mise-en-scene shows Obama in a fitted suit. This denotes a formal advertisement which connotes Obama is portraying an important message. Also becuase Obama is wearing a suit it denotes he is wealthy, connoting a powerful figure so people of America are likely so follow him becuase he can make the country strong. Barack Obama's body language in the advert shows a robust character also. This is because his eyes never leave the camera, so he is always looking straight towards the audience. Doing this denotes confidence which could connote to the onlookers that he is a strong leader and not afraid to take on a demanding roll.