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When preparing an IBDP textual analysis on a film or a commercial, several key factors should be kept in mind to ensure a comprehensive and insightful analysis:
- Understanding the Commercial’s Purpose: Identify the commercial’s primary objective. Is it to promote a product, convey a social message, or build brand awareness? Understanding the commercial’s purpose will guide your analysis and help you assess how effectively it achieves its goals.
- Audience and Context: Consider the intended audience and the context in which the commercial is presented. Analyze how the commercial addresses or appeals to its target audience and how it reflects or influences contemporary societal norms and values.
- Mise en Scène: Examine the elements of mise en scène, including:
- Setting: Analyze how the setting contributes to the commercial’s message and mood.
- Lighting: Observe how lighting is used to create atmosphere, highlight key elements, or convey emotion.
- Costumes and Props: Consider how costumes and props contribute to character development and thematic elements.
- Camera Angles and Shots: Pay attention to how different camera angles (e.g., bird’s eye view, high angle, low angle, worm’s eye view) are used to influence the audience’s perception of the characters and their actions. Each angle can alter the narrative’s emphasis and emotional impact.
- Sound Design: Analyze both diegetic and non-diegetic sounds:
- Diegetic Sounds: These are natural sounds within the commercial’s world (e.g., dialogue, environmental noises). Consider how these sounds contribute to realism and immersion.
- Non-Diegetic Sounds: These include music, voiceovers, and sound effects added in post-production. Evaluate how these sounds enhance the emotional tone and support the commercial’s message.
- Montage and Editing: Look at how the commercial uses montage and editing techniques to structure the narrative and highlight key moments. Consider how transitions between scenes, the pace of editing, and the sequence of shots contribute to the overall storytelling.
- Themes and Messages: Identify the central themes and messages of the commercial. Analyze how the various cinematic elements work together to reinforce these themes and convey the intended message.
- Emotional and Psychological Impact: Assess how the commercial’s techniques affect the viewer’s emotions and psychological response. Reflect on how effectively the commercial engages the audience and elicits the desired emotional reactions.
- Cultural and Social Implications: Consider how the commercial reflects or addresses cultural and social issues. Analyze whether it incorporates diverse representations and how it might resonate with or challenge different cultural or social perspectives.
- Critical Reflection: Reflect on the effectiveness of the commercial’s use of cinematic techniques. Consider whether the commercial successfully communicates its message and achieves its intended impact. Discuss any strengths or weaknesses you observe in its execution.
By keeping these factors in mind, you can create a thorough and nuanced analysis that not only examines the technical aspects of the commercial but also explores its broader implications and effectiveness.
Below is our Commercial in Question. Ready?
Watch this video and then read the sample response.
Textual Analysis of the “Ripple” Commercial
The “Ripple” commercial effectively utilizes a range of cinematic techniques to convey its central theme: the profound impact of simple acts of kindness. This analysis will explore how mise en scène, camera angles, sound, and montage work together to illustrate the ripple effect of compassion.
The mise en scène in “Ripple” is meticulously crafted to underscore the narrative of generosity and interconnectedness. The commercial opens in a modest store setting where the color palette is muted, emphasizing the everyday nature of the environment and the financial constraints faced by the characters. The humble, somewhat worn appearance of the store and the characters’ casual attire underscore their economic struggle. This setting contrasts with the warm, inviting tones introduced later when the stranger pays for the cake, symbolizing the emotional warmth and relief brought by acts of kindness. The use of close-up shots on the characters’ faces, particularly during emotional moments, enhances the personal and intimate nature of their interactions, highlighting their genuine emotions and reactions.
Camera angles in the commercial are strategically employed to guide the viewer’s emotional response. Initially, medium shots and over-the-shoulder angles place the audience in the midst of the conversation between the mother, child, and store clerk. This perspective fosters a sense of empathy and immediacy, drawing viewers into the financial dilemma and the initial act of returning the cake. As the stranger intervenes, the camera shifts to close-ups and soft-focus shots to capture the emotional weight of the moment. These angles emphasize the kindness and generosity of the stranger, creating a strong emotional connection between the audience and the characters. The use of tracking shots follows the progression of the kind act as it ripples through different scenes, visually representing the narrative’s central theme of spreading kindness.
Sound design plays a crucial role in reinforcing the commercial’s message. Diegetic sounds, such as the clinking of the cake box and the hum of background conversations, ground the commercial in a relatable reality. These sounds enhance the authenticity of the scenes and make the characters’ interactions feel genuine. Non-diegetic music, characterized by a gentle, uplifting score, accompanies the unfolding of kind acts and underscores the emotional tone of the commercial. The music swells during pivotal moments, such as when the stranger offers to pay for the cake and when the cycle of kindness comes full circle. This score helps to amplify the emotional resonance of the narrative, guiding viewers through the story’s highs and lows.
The montage technique in “Ripple” is instrumental in illustrating the cascading effect of kindness. The commercial employs a series of quick cuts to show various characters performing and receiving acts of kindness. This technique compresses time and space, effectively demonstrating how the initial act of paying for the cake leads to subsequent acts of generosity. The seamless transition between scenes of different characters highlights the interconnectedness of their actions and emphasizes the overarching theme that one small act of kindness can inspire a chain reaction of goodwill.
The commercial’s universal message of kindness and reciprocity transcends cultural boundaries, resonating with audiences globally. By focusing on the simple yet profound impact of compassionate actions, the ad promotes a sense of shared human experience and empathy. This international appeal is reinforced through its portrayal of relatable, everyday situations and emotions, making the theme accessible and meaningful to a diverse audience.
In summary, “Ripple” uses mise en scène, camera angles, sound, and montage to effectively convey its message about the ripple effect of kindness. The commercial’s thoughtful use of these cinematic techniques not only enhances the emotional depth of the narrative but also underscores the universal value of compassion and generosity.
How Did I Prepare?
- Understand the Commercial’s Narrative: I began by thoroughly reviewing the summary of the “Ripple” commercial to grasp its storyline, key messages, and emotional tone. This initial understanding was crucial for analyzing how various cinematic techniques support the narrative.
- Identify Key Features: I listed the essential cinematic elements relevant to the analysis: mise en scène, camera angles, diegetic and non-diegetic sounds, and montage. Each feature was selected based on its role in enhancing the commercial’s story and thematic message.
- Mise en Scène Analysis: I examined how the commercial’s setting, props, and character appearances contribute to the story. I noted how the contrasting color palettes and visual details symbolize the transition from struggle to warmth and generosity, reflecting the emotional journey of the characters.
- Camera Angles and Shots: I reviewed how different camera angles and shot types were used to convey emotional depth and narrative progression. I considered how medium shots, close-ups, and tracking shots guide the viewer’s empathy and highlight key moments in the story.
- Sound Design: I analyzed the role of both diegetic and non-diegetic sounds in creating an immersive experience. I focused on how background noises and the musical score enhance the emotional impact and emphasize the theme of kindness.
- Montage Technique: I observed how the commercial uses montage to illustrate the ripple effect of kindness. I considered how quick cuts and transitions between scenes demonstrate the spread of generosity and the interconnectedness of characters’ actions.
- International Mindedness: I reflected on the universal appeal of the commercial’s message. I assessed how the theme of kindness resonates across different cultures and how the commercial’s portrayal of relatable situations and emotions supports its international relevance.
- Synthesize Findings: I synthesized the insights from each key feature into a cohesive analysis. This involved connecting how the cinematic techniques work together to enhance the narrative and thematic elements of the commercial.
- Draft and Revise: I wrote the textual analysis, ensuring it was structured with clear paragraphs, each focusing on a different key feature. After drafting, I reviewed the analysis for clarity, coherence, and alignment with the IBDP English A criteria.
- Final Review: I finalized the notes by ensuring that all key features were addressed and that the analysis effectively conveyed the commercial’s message through its cinematic techniques.
These steps helped create a comprehensive and insightful textual analysis of the “Ripple” commercial.
