TC Bank's Television Commercial

Tittle: For Ordinary People With 

What do people life for? - DREAM

TC Bank's television commercial by Taiwan's Ogilvy & Mather creative team have created a three-minute ad for a Taiwan bank that asks the question, "What do people live for?"
Based on a real story, a group of old men decide to revisit their motorcycling youth after one of their own passes away.

Sign And Code: Old folks, high-Way, under-ground tunnel, motorcycle, women portrait, dining table, x-ray, doctor, medicine, 

Symbol: Funeral, friends gathering dinner, lossing a dearest one,  etc.

Denotation: 5 Old folks struggling from illness bravely pick back up their motorcycle travel around like what usually they does during young time before end of their life.

Connotation: Great people life for great dream.

Mise-En-Scene: 

- (What about aesthetic decisions? If the advertisement is a photograph, what kind of a shot is it? What significance do long shots, medium shots, close-up shots have? What about the lighting, use of color, angle of the shot? )

- (What about the language used? Does it essentially provide information or does it try to generate some kind of emotional response? Or both? What techniques are used by the copywriter: humor, alliteration, definitions" of life, comparisons, sexual innuendo, and so on?)Setting: 

1. Shots Angle- Angle of approach slight of elevation

2. Point Of View-  Third person point of view

Language Of The Text: (What about the language used? Does it essentially provide information or does it try to generate some kind of emotional response? Or both? What techniques are used by the copywriter: humor, alliteration, definitions" of life, comparisons, sexual innuendo, and so on?) Depressing, never give up, passion, love, friendship, sickness, raising awareness purpose of living and importance of life with a dream.

4. Ambience & Mood: (Ambience of the advertisement? What mood does it create? How does it do this?) Warm, touching, emotional, determination.

5. What is the relationship between pictorial elements and written material and what does this tell us?

6. Character:

Six Chinese men and one women

Average age 81

Facial expressions: emotional, hopefull

Relationships (of one to the other): One pair of husband and wife with 5 Friends

7. Action: (What action is taking place in the advertisement and what significance does it have? - The Plot) 5 old folk suffering from kinds of illness around Taiwan for 13 days by motorcycle together bringing photos of their friend funerary and one of the wife. 

8.What theme or themes do we find in the advertisement? What is it about? 

A group of old Men decide to revisit their motorcycling youth after one of their own passes away.

Unanswered question.

(What sociological, political, economic or cultural attitudes are indirectly reflected in the advertisement? An advertisement may be about a pair of blue jeans but it might, indirectly, reflect such matters as sexism, alienation, stereotyped thinking, conformism, generational conflict, loneliness, elitism, and so on.)

Sample essay- Analysis On An Ad

Advertisement Analysis Essay 1 by Gary L. Pullman

Base on Gary L. Pullman that most advertisements also use a visual metaphor, texts which often involve a play on words and suggests the visual metaphor, and, of course, various visual design elements (such as models, props, color, size, shape, and texture). He assigned hi freshman composition students to structure their advertising, by using the following sentence.

[The name of product advertisement in Title of Magazine uses ametaphor to equate the product to an object or experience to which the advertised product is equated and uses such visual design elements as identify specific elements (colors, shapes, props) to sell the product.]

To provide a model, he offer this sample five-paragraph essay, first identifying the thesis sentence and the topic sentences, which he underline in the essay itself:

THESIS: The Ché advertisement in Commuter World magazine uses a metaphor to equate the product to a “better” dream world, shows a promiscuous young woman approaching a trolley station to sell a men’s magazine.

TOPIC SENTENCE 1: The advertisement’s text, “Let’s keep dreaming of a better world,” equates Ché magazine to a place in which beautiful, promiscuous young women are readily available to any man.

TOPIC SENTENCE 2: The female model is shown from behind, so that the viewer is encouraged to see her as an object rather than as a person.

TOPIC SENTENCE 3: The model approaches a trolley station, which symbolizes the connection that she intends to make with the train that will take her to her destination.

Above is a picture of the advertisement. Check out the link below for the result:

http://essaysmadeeasy.blogspot.com/2011/07/advertisement-analysis-essay-1.html



Some forms in the sample advertisement analysis
http://www1.appstate.edu/~mcgowant/instaforms.htm
From here I got to learn some example technique how to illustrate sentence forms and punctuation in more proper way. Is good to have a look as a reference if your writing skill is not that good.


Sample Essay to read.
Semiotics in Advertising paper by Brita Marie Wanger
Soc 43: Survey of Mass Communication
March 29, 2000
http://www.uvm.edu/~tstreete/semiotics_and_ads/wanger_anal.html

Visual Methodologies- Mise-En-Scene

Sample of reading an ads.

http://www.genderads.com/page4/howtoread/howtoread.html

Point of View

Point of view is the perspective from which a story is told. We may choose to tell our story in.http://fictionwriting.about.com/od/crafttechnique/a/pointofview.htm

First Person Point of View

First person limits the reader to one character's perspective. With a book such as On the Road, for instance, the first person point of view puts us right there in the car with Sal Paradise and Dean Moriarty; we follow Sal's every exhilarating thought as they careen across the country. First person feels more personal.

What about unreliable narrators and first person? See an example of unreliable narrator from Chang-rae Lee'sA Gesture Life.

Third Person Point of View

Though first person can be powerful, as the examples above illustrate, third person is actually the more versatile point of view. Third person allows you to create a much richer, more complicated universe. A book such as Anna Karenina, for example, could only have been written in third person. One reader, Wendy, put it this way: "When I write in first person, I tend to make the story more personal to me, which can limit how far I will go with a character. Third person isn't as much about me, and I can be much freer with the plot."

Try a New Point of View

Nevertheless, beginning writers tend to fall back on first person, either because it's easier or because they are indeed writing about themselves. Even if your story is autobiographical, consider trying third person. Doing this will actually help you to view your story more dispassionately and therefore allow you to tell it more effectively. It might also show you directions for the story you haven't considered before.

At first, it may be easiest to use third person limited, which still adheres closely to one person's point of view. As your plots become more complicated, you may find you need more than one point of view to tell your story and begin to use omniscient.

If you keep hitting a wall in a story or novel, consider switching point of view. For most people, this will involve going from first person to third. Beginning writers may groan at the idea of rewriting an entire story, but for professional writers, such experimentation is par for the course. If it's your first time to consider such a switch, this point-of-view exercise will lead you through it. You might also read a discussion on point of view from a blog post. In it, a number of writers share what's worked for them regarding point of view.

Read the signs and code in my work.

How Does Narrative Contributing In Reading An Advertisement

Narrative is about the story structure and storyline of all media material.

1. Narrative defines the place and time in which things are supposed to happend.
2. There are two main modes/ aspects of narrative: story in terms of events; story in term of drama.
3. Narratives have various structure, or ways of organizing the sequence of story- telling. and what the story means.
4. Narrative cues are sign within the story- telling that indicate things like where events are meant to be placed, or shifts of time.
5. Narrative also includes ways of relating the reader/ viewer to the material about which story is unfolded.
6. Rules of realism or of genre.
7.Diegesis describe whats is the story (content), as apposed to what is outside it ( the form of story-telling).

More Than Meets The Eye, Third Edition, An Introduction To Media Studies,

Grame Burton.