Analysis of Total Greek Yoghurt Advert

Regional Identity

Regional identity is the notion that part of a person's identity is rooted not only in the country but also in the region they live in. For example in this TV advert the regional identity is a Greek farm set in 1926. The fields and mountains and the old fashioned stonewalls around the boy’s house show that they live away from the city, that there in a small village and they live on a farm. There doesn't seem to be a lot of people around that links to the fact that it’s a small village in Greece. They don't have any technology apart from at the end of the clip when the women picks up a ringing phone, which is there to show that the advert is actually not set in 1926 but in present day however everything else hasn't changed, just like the Greek Yoghurt.


The fact that the boy’s family only has one cow shows that they don't rely on supermarkets and that they only supply themselves with milk. The cow also seems to be like a pet in this advert because the boy seems to have a good relationship with the cow and the cow does what the boy says or gestures. Also the other animal in the advert is a donkey, which is being ridden by a man down on a dusty road. This links to the fact that the people, which live around the area,  don't have cars and are not in a rush because they live in the country. Also there are a herd of sheep being lead down a dirt road and this also shows the regional identity because there not being transported by a lorry there doing it the old fashioned (country) way.


All the shots show that Greece is hot because the people have very dark brown hair and the roads are dusty. The people’s cloths are all wearing dusty, baggy cloths and this correlates with it being at hot place.  In the video there is a women beating a rug and hanging out washing which links to the fact that the region must be a hot place and that there are no washing machines or tumble dryer. 

Shot types

First in the clip is an establishing shot to show the viewer where the advert takes place. This moves on to a shot reverse shot of a boy the cow then the boy again. A medium shot shows the boy letting the cow out of the field, and then there is a close up of the boy’s face as this is happening. A master shot shows the limit of the action as the boy runs towards a house. When the boy reaches the house there is an over the shoulder shot of a woman looking at the boy the boy is talking. This leads to a close up of the women. The boy then runs away and the camera follows using medium and long shots. There are close ups of the people pointing him in the right direction to find the cow. There is a long shot at the angle looking down, showing the boy still running.

When the boy finds the cow there’s long, medium and close up shots of the boy, the cow and another man. After the boy takes the cow back to the field, this is also is shown using a long, medium and close up shots of the boy and the cow. When the boy goes into the house to sit at a table then woman gives him a bowl of Total Greek Yoghurt while there’s a close up of the bowl. Following this there’s a close up of the boy’s face to show the viewers that he is enjoying it. Then a medium shot of the kitchen and then goes to a close up of the container of the yoghurt as non-diegetic sound is in play.

Sound Types

At first there is some rustling of something that is natural for the scene so it is diegetic sound but also is asynchronous because it occurs of screen. This then leads to some upbeat guitar music that sounds Greek. As the boy starts to talk, which is diegetic sound, the volume decreases to allow the viewers to listen to what the boy is saying. This non-diegetic music starts to sound like it’s the beginning of a longer piece of music and this correlates to the content of the advert because the boy is at the beginning of a task to find the cow.

As the boy runs the music picks up its pace to fit in with the pace of the boys run. There is sound of a bell and because the viewer sees it, it's diegetic sound and synchronous sound. There is sound of a man sharpening a knife and a woman hitting a rug and both are diegetic sound.

As the boy finds the cow the music slows in pace to represent that the boy has finished his task and is now walking home. The phone rings when the boy is back and this shows diegetic sound because the viewer sees the phone. At the end there is non-diegetic sound because there is a voice being played over the clip, which doesn’t occur naturally on screen.

Editing

All through the advert a simply cut is used to go to the next scene or clip.

At the beginning the boy and the cow seem to be looking at each other by the eye line match. This shows that the boy looking in the direction of the cow and the cow looking in the direction of the boy. When the boy is running to talk to his mum and also running to find the cow the next shot to the first always shows the boy running so action match is used to make the scene flow. The boy is shown leading the cow around the corner and the next shot is the boy round the corner with the cow (action match).

When the boy is talking to his mother he is looking up because he is lower than she is and the women is shown looking down to correlate with what the boy is doing (eye line match).

Mise-en-scène
Mise-en-scène is an arrangement of scenery and properties to represent the place where a play or movie is enacted. All throughout the advert the scenery, clothing and their language shows mise-en-scène. The clothing the people are wearing link to the setting because the setting is a hot, dry place and they are wearing baggy, dusty clothing. The weather is hot and a bit windy that links to the fact that the older woman has her washing out. The man riding a donkey links to the dusty paths and the farm nearby.