Kit 'The Rocky' Kat Advert

Comparing and Contrasting

Sound: 
The sound for this Doritos Tribe Stop Motion animation is prominently non-diagetic sound as it has background music. I would say the sound is also slightly contrapuntal as it seems strange in comparison to what we are seeing, however, it kind of works. The background/mood music is to fit with the theme of this being impossible to happen. The doritos obviously can't physically dance so the music that fits the dancing they are doing adds to the weirdness of the advert. Towards the end there is diagetic sound as the main real character questions the doritos moving and also the sound of him eating. This is also exaggerated to emphasise the crunch. For the Human Skate Board and Scrabble, diagetic sound is also used, like the skateboard sounds and the sound of the scrabble letters moving around. This creates a sense of Realism, and I think this is used so that the advert looks like it could possibly be real, even though it couldn't. The Xbox advert is completely different as it has no diagetic sound and only has background music to complement whats going on in the advert. Compared to my advert, the sound in mine is a big of both. Real sounds like the crackling of the paper and the sounds from the actor suggesting she likes the product make it seem more realistic, whilst we also have the Rocky Theme tune being played in the background.

Editing:
Obviously all the adverts are made in stop motion animation. This means that continuous photographs were taken whilst slightly moving the object, so when edited, seems to be moving continuously therefore making it look like the inanimate object has come to life. This could also be continuity editing as if the images were not edited to be one after another, then it the advert wouldn't be in chronological order therefore making the advert make no sense. They all also include Straight Cuts which again, make the advert seem more realistic. Also, in the Human Skateboard advert, it fades to black at the end, which signifies the end of the advert. Our advert also includes straight cuts, again to make it seem more realistic.

Camera shots/Angles
For the Doritos advert, an extreme close up of the salsa is one of the first things you see. Even if it's only on the screen for less than a second it still greatly stands out due to it being a close up. They've done this to drill in the the viewers head that the advert is actually about doritos and dip and not just dancing snacks. As the advert continues actions shots are taken to show the main real character walking out of the room. These are mid/close up shots so you can actually see him reaching for the handle and opening the door. The whole dancing scene is shot from a mid angle and slightly high angle so that you can see everything in the shot. At the end when the character eats the dorito it is a close up of his face so you can see his emotions towards the dorito (confusion at first, but eats the dorito anyway). Compared to the Human Skateboard advert it's completely different. Lots of low level and long shots are used so that you can see everything going on. As if it was a close up of just a face, you wouldnt have a clue that he is in fact being used as a skateboard. So it shows that different camera shots are needed to communicate different ideas. Although, there is a close up of the shoes at the end so that the viewer knows that the shoes are related to the advert. With the Scrabble advert, closes up are used to see what the letters are spelling, and long/mid shots are used so that you can see the whole scrabble board, and with the Xbox advert, it's shot all at the same level. Its a mid shot and the camera doesn't move so that you can see a steady advert. All of them are completely different because they are selling different products. But some key shots like close ups are used regularly so that the viewer is always reminded of what the advert is really about. In my advert, I use mostly mid shots and close ups so that you can always see the Kit Kat as it's the main purpose.

Mise en Scene:
The setting for the Doritos advert is in a typical living room. The character looks like he could be a student and the living room looks basic so it could be appealing towards more students. The outfit he is wearing is also quite basic, so not to distract the audience from the main purpose of the advert (to get people to buy doritos.)There are no props in the advert as I'd say the bag of doritos and salsa dip are almost characters and wouldn't be classed as props as you wouldn't call real characters props. The setting for the Scrabble is in a white room, same goes for the Xbox advert, and the Skateboard is based outside, so they are all set in a likely scene. The skateboard wouldn't be done inside, and the other three all based in normal rooms fits the scene to add to the reality. All the props used are relevent, and the outfits of the actors fit in with the product (jeans and t shirts and skateboard shoes for the skateboard advert etc) So nothing is out of the normal again, to try and make the stop motion look as real as possible whilst still be surreal. Our Kit Kat is set outside as we've based it along the lines of Rocky in the running Montage scene to make it ironic, as the slogan for Kit Kat is 'have a break' and running for miles is clearly not having a break.


Overall: 
Overall, I think all the adverts are different, but have similarities. For example, as I mentioned before all of them include a close up at some point to really make it clear to the viewer what the advert is about, so that they don't get lost in the surrealism of the advert. My favourite advert is the Xbox due to the simplicity and the fact its one camera shot for all of them so it doesn't distract from the tricks he's doing with the dough.