Third textual analysis in relation to baby food product for new Aptamil Follow on milk TV advert.
I particularly like the ‘New Aptamil follow on milk’ advert simply because of its realism towards babyhood in view of its setting, sound and surroundings.
Right at the beginning of the advert we hear a soothing melody that is played right throughout the advert from 0.00 seconds. This melody has been selected to best fit the calm and peaceful atmosphere for a mother and baby.
We see a mother breastfeeding her baby which we already know is the best option for babies as in the media today we have seen various different documentaries, real life stories, news and surveys that have informed “mothers” of the great benefits of breastfeeding and the different follow on milks.
The camera angles and movement that we see right at the beginning of the advert helps to portray a natural and relaxed feeling. The camera slowly moves clockwise throughout the advert moving at a slow pace. While the camera slowly moves at the beginning to us as an audience we are slowly introduced to the setting in greater detail as we can see the empty outdoor space filled with only trees, along with what appears to be a gentle breeze with leaves swaying towards the ground.
However, the indoor space appears to look very simple and secure appearing to be more homelike and almost perfect for a baby.
The colouring of the scene appears to be very light in colour with the colours cream, white, peach and pale pink being used, colours that would attract a mother due to the (clean feel) in which it gives off.
The voiceover played right from the start gives us as an audience a clear picture in our minds as to what the product that is being advertised is, what it does and how it can help a baby.
I mostly like the change of the outdoor season shown in the advert as it goes from autumn to summer and shows a change in period of time to demonstrate the growth of the baby. The bond between the mother and baby is very natural as we can see the baby reaching up with one arm to touch his mother’s hand, while the mother slightly tilts her head up and places her hand down to the baby’s hand.
The scenery of the advert changes at 0.14 seconds while the camera moves slowly behind a white pole from 0.12-0.14 seconds.
When the scene changes we then see a dramatic change from the season outside the window, to the mothers hair from a bun(hairstyle) to a side pony tail, and a change in the babies growth, clothing and also the way that the baby is being fed because we now see the baby being fed with a bottle which is demonstrating (the follow on milk) showing that the baby has grown and no longer needs to be breast fed.
The connection between the mother and baby has changed slightly but there is still a connection between the two there. The mother is smiling happily and the baby is happily drinking the Aptamil milk with no fuss.
The great use of camera movement again helps us to see from 0.13 seconds to 0.18 the packaging of the product clearly. (Blue Aptamil box) and also at 0.18 seconds to 0.20 a close-up on the babies face with what appears to be a near enough empty bottle in his mouth while he sucks on the milk quite promptly.
We then see a closer bond between mother and baby from 0.20 - 0.23 seconds where the mother tickles the baby’s feet then places the baby closely onto her chest.
After 0.23 seconds we see that the baby crawls on the floor, towards the double doors and then at 0.24 seconds the baby outside laying on the grass patting on to the flowers, smiling beautifully and looking comfortable at the surroundings.
During 0.26 seconds both packaging’s for the New Aptamil follow on milk is clearly shown to us in a still clip for 14 seconds, giving us as an audience the chance to look at the product carefully so that we are then able to go out and buy the correct milk from the supermarket.
One aspect in which I found interesting was the “30 years breastmilk research” text put in a light blue coloured outline making it stand out more to the viewers.
I particularly like the ‘New Aptamil follow on milk’ advert simply because of its realism towards babyhood in view of its setting, sound and surroundings.
Right at the beginning of the advert we hear a soothing melody that is played right throughout the advert from 0.00 seconds. This melody has been selected to best fit the calm and peaceful atmosphere for a mother and baby.
We see a mother breastfeeding her baby which we already know is the best option for babies as in the media today we have seen various different documentaries, real life stories, news and surveys that have informed “mothers” of the great benefits of breastfeeding and the different follow on milks.
The camera angles and movement that we see right at the beginning of the advert helps to portray a natural and relaxed feeling. The camera slowly moves clockwise throughout the advert moving at a slow pace. While the camera slowly moves at the beginning to us as an audience we are slowly introduced to the setting in greater detail as we can see the empty outdoor space filled with only trees, along with what appears to be a gentle breeze with leaves swaying towards the ground.
However, the indoor space appears to look very simple and secure appearing to be more homelike and almost perfect for a baby.
The colouring of the scene appears to be very light in colour with the colours cream, white, peach and pale pink being used, colours that would attract a mother due to the (clean feel) in which it gives off.
The voiceover played right from the start gives us as an audience a clear picture in our minds as to what the product that is being advertised is, what it does and how it can help a baby.
I mostly like the change of the outdoor season shown in the advert as it goes from autumn to summer and shows a change in period of time to demonstrate the growth of the baby. The bond between the mother and baby is very natural as we can see the baby reaching up with one arm to touch his mother’s hand, while the mother slightly tilts her head up and places her hand down to the baby’s hand.
The scenery of the advert changes at 0.14 seconds while the camera moves slowly behind a white pole from 0.12-0.14 seconds.
When the scene changes we then see a dramatic change from the season outside the window, to the mothers hair from a bun(hairstyle) to a side pony tail, and a change in the babies growth, clothing and also the way that the baby is being fed because we now see the baby being fed with a bottle which is demonstrating (the follow on milk) showing that the baby has grown and no longer needs to be breast fed.
The connection between the mother and baby has changed slightly but there is still a connection between the two there. The mother is smiling happily and the baby is happily drinking the Aptamil milk with no fuss.
The great use of camera movement again helps us to see from 0.13 seconds to 0.18 the packaging of the product clearly. (Blue Aptamil box) and also at 0.18 seconds to 0.20 a close-up on the babies face with what appears to be a near enough empty bottle in his mouth while he sucks on the milk quite promptly.
We then see a closer bond between mother and baby from 0.20 - 0.23 seconds where the mother tickles the baby’s feet then places the baby closely onto her chest.
After 0.23 seconds we see that the baby crawls on the floor, towards the double doors and then at 0.24 seconds the baby outside laying on the grass patting on to the flowers, smiling beautifully and looking comfortable at the surroundings.
During 0.26 seconds both packaging’s for the New Aptamil follow on milk is clearly shown to us in a still clip for 14 seconds, giving us as an audience the chance to look at the product carefully so that we are then able to go out and buy the correct milk from the supermarket.
One aspect in which I found interesting was the “30 years breastmilk research” text put in a light blue coloured outline making it stand out more to the viewers.