Mis-en-scene is an important part of all visual media as it is the very essence of media, what we see in the shot. Mis-en-scene allows creatives to add atmosphere and portray details to the audience in order to direct their attention and thinking. I have chosen this years Aldi Christmas Launch Advert to be the piece I analyse and identify Mis-en-scene in.
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| Timestamp: 0:02 Seconds |
In the opening scene of the advert we see a snow covered street with traditional Victorian era housing on it. Characters in the streets can be seen in winter dress, showing that it is there is a lower temperature emphasising the Christmas season to the audience. The title of the advert can be seen in the upper centre of the shot, immediately letting the audience know what they are watching and also tells the audience that the piece will be a comedy by including the play on words of the authors original story "A Christmas Carol" rewritten as "A Christmas Carrot" even changing the authors name from "Charles Dickens" to "Charles Chickens". The gloomy weather above contrasts with the light coming from the houses and storefronts along the street as it shines through in rays, this lighting may be representing the Christmas joy and spirit of everyone in the houses. At the very centre of the scene we see a Christmas tree lit up acting as the very core of what the story is about and letting the audience know that they are watching something set in the holiday Christmas season, this is further emphasised by the snowmen scattered along the pavement.
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| Timestamp: 0:06 seconds |
The main character, the banana, in this scene is hunched over and walking with a stick. This body language connotes a negative or grumpy emotion coming from that character. His negative expression on his face towards those around him show how he is not appreciative of the Christmas spirit, a similarity between this parody of Charles Dickens Christmas Carol and the original story. The illumination of the snowman behind him gives the audience a positive look at Christmas whilst he shys away from the light and seems bad and unhappy because of this. His walking stick makes him seem old and backward for his time. The snowy weather helps to set the cold climate and christmas atmosphere of the scene.
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| Timestamp: 1:07 Seconds |
After his change of heart we see out main character with an upright posture and a smile on his face, outwardly expressing his cheer to the audience and the family that we see the shoulders of (or carrot stems of) in thisshot. His posture and body language show a change of heart and positive attitude uplifting the audience and himself. The shot is set in an upper class home decorated elegantly making the idea of a Christmas home seem fancy and desireable to the audience, effective and subtle marketing. The banana is also holding a Christmas cake, a product likely available at Aldi, reminding the audience to get theirs too (preferably from Aldi's). The light throw the windows covers the whole room showing the positivity and happiness the entire scene tries to portray.
