0:00 - 0:01 - The advert opening begins with a medium shot in the fields, where a young women is positioned just outside the centre of the frame blowing a dandelion towards the camera. Here is where the song is also introduced as "I can see a rainbow". It's an uplifting song that corresponds with the woman's facial expression - a bright smile.
0:01 - 0:04 - Each second in this segment consisted of a different shot. The song began with the word "red" when an extreme close up and slow tilt conveyed a couple of red strawberries to the audience. At 2 seconds the song sung "and yellow" when another extreme close up was used to illustrate honey comb consisting of the colour yellow. 3 seconds in and the song continued with "and pink" where gentle camera movement glided across a girl dressed in a pink blouse. At 4 seconds, "and green" was sung which matched the close up shot of someone picking a green grape from its bunch.
0:05 - 0:08 - The rest of the colours in the song were then conveyed in the next few shots of the advert. At 5 seconds the word "purple" paired with the extreme close up of blueberries. At 6 seconds "and orange" paired with the shot of a lady running along a beach with her dog whilst the sun set, illustrating the colour orange. Then from 7 - 8 seconds a close up shot from under the water captured a woman diving in slow motion to match the words "and blue".
0:09 - 0:12 - Eight separate shots were filmed within these 4 seconds, all flowing with a cut between each clip. There was a close up of peaches being cut, barley blowing in the wind amongst the fields, cherries, chocolate being poured onto almonds, a collection of multicoloured shoes (matching the lyrics of "see a rainbow"), water dripping from a peach, more nuts, and finishing with an extreme close up of somebody applying red lipstick to their lips - to match the red theme of Special K.
0:13 - 0:16 - There is an establishing shot of a woman running through water that runs from the waterfall in the distance in slow motion. This clip conveys intelligent editing because it lasted 4 seconds, but so did the previous 8 clips. Having the slow paced editing follow the fast paced editing matches the lyrics being sung, as "you can sing one too" was a lot more relaxed, gentle and slow to harmonise with the footage.
0:16 - 0:19 - The lyrics "red and yellow and pink and green" then repeat themselves again in this commercial, this time with different clips. The colours in the clips still match the colours being sung, so the pattern of the adverts layout has remained consistent in the second half - this reduces the adverts risk of going off track as the advert still feels relevant unlike those that are sometimes irrelevant to the product they're advertising. A close up of red apples is shot, a tracking shot of a girl running her hands through yellow flowers in the meadows is shot, along with a medium shot of a girl holding a pink top up against her chest, finished with an establishing shot of another woman sitting on a chair reading a magazine surrounded by a green forest.
0:20 - 0:23 - "purple and orange and blue" are the lyrics paired with an extreme close up of purple grapes, an establishing shot of the orange meadows and a shot of a woman's legs from knee down running through the blue sea water with a blue summer dress on.
0:23 - 0:25 - At this point, words begin to appear in the centre of the frame. "Full of goodness" is propped on top of a close up shot of raspberries and a close up shot of grains falling out from a knitted sack. The word "goodness" mingles well with the healthy food being filmed.
0:25 - 0:28 - "Full of deliciousness" is propped on top of a close up of cherries being washed and a medium shot of a mum and daughter spinning around in the summer sun. The word "deliciousness" mingles well with the delicious looking cherries and the after effect that they can have on you - happy family time.
0:28 - 0:31 - "Full of colour" is propped on top of a close up of a girl in a red dress with white polka dots riding her bike through the meadows, as the camera pans up her figure performing this healthy exercise whilst the sun setting in the background creates blind spots on the camera lens. The word "colour" mingles well with the vibrant red dress that the girl is wearing - another visual mention of the colour red to conform to the products theme.
0:32 - 0:40 - A red backdrop then cuts onto the screen whilst more words fade into the middle - reading "live in colour". These remain in the frame for 4 seconds, stamping them into the audiences brain in comparison to the quick snapshots of the previous words. The song fades out, and the words fade out, along with the red screen which appears to be zoomed out of, producing the red K from the Special K packaging. The "Kellogg's Special" words then fade above the K, presenting the appearance of what the product looks like without the outline of the box - just a white screen with a vibrant red K in the middle, emphasising it's presence.
Colours were apparent all throughout the commercial because the finishing slogan was "live in colour". Colour is a formal element that has the connotation of positivity and happiness which would pair perfectly with the effect that a healthy cereal should have on someones body. Females were present all throughout the commercial as Special K is supposed to be a cereal that urges a woman to feel body confident and help them keep slim by eating this cereal as part of a balanced diet. The overall advert is extremely relevant to the product and the variety of quick shots mixed with slow shots was an interesting yet successful technique used by the producers.
0:13 - 0:16 - There is an establishing shot of a woman running through water that runs from the waterfall in the distance in slow motion. This clip conveys intelligent editing because it lasted 4 seconds, but so did the previous 8 clips. Having the slow paced editing follow the fast paced editing matches the lyrics being sung, as "you can sing one too" was a lot more relaxed, gentle and slow to harmonise with the footage.
0:16 - 0:19 - The lyrics "red and yellow and pink and green" then repeat themselves again in this commercial, this time with different clips. The colours in the clips still match the colours being sung, so the pattern of the adverts layout has remained consistent in the second half - this reduces the adverts risk of going off track as the advert still feels relevant unlike those that are sometimes irrelevant to the product they're advertising. A close up of red apples is shot, a tracking shot of a girl running her hands through yellow flowers in the meadows is shot, along with a medium shot of a girl holding a pink top up against her chest, finished with an establishing shot of another woman sitting on a chair reading a magazine surrounded by a green forest.
0:20 - 0:23 - "purple and orange and blue" are the lyrics paired with an extreme close up of purple grapes, an establishing shot of the orange meadows and a shot of a woman's legs from knee down running through the blue sea water with a blue summer dress on.
0:23 - 0:25 - At this point, words begin to appear in the centre of the frame. "Full of goodness" is propped on top of a close up shot of raspberries and a close up shot of grains falling out from a knitted sack. The word "goodness" mingles well with the healthy food being filmed.
0:25 - 0:28 - "Full of deliciousness" is propped on top of a close up of cherries being washed and a medium shot of a mum and daughter spinning around in the summer sun. The word "deliciousness" mingles well with the delicious looking cherries and the after effect that they can have on you - happy family time.
0:28 - 0:31 - "Full of colour" is propped on top of a close up of a girl in a red dress with white polka dots riding her bike through the meadows, as the camera pans up her figure performing this healthy exercise whilst the sun setting in the background creates blind spots on the camera lens. The word "colour" mingles well with the vibrant red dress that the girl is wearing - another visual mention of the colour red to conform to the products theme.
0:32 - 0:40 - A red backdrop then cuts onto the screen whilst more words fade into the middle - reading "live in colour". These remain in the frame for 4 seconds, stamping them into the audiences brain in comparison to the quick snapshots of the previous words. The song fades out, and the words fade out, along with the red screen which appears to be zoomed out of, producing the red K from the Special K packaging. The "Kellogg's Special" words then fade above the K, presenting the appearance of what the product looks like without the outline of the box - just a white screen with a vibrant red K in the middle, emphasising it's presence.
Colours were apparent all throughout the commercial because the finishing slogan was "live in colour". Colour is a formal element that has the connotation of positivity and happiness which would pair perfectly with the effect that a healthy cereal should have on someones body. Females were present all throughout the commercial as Special K is supposed to be a cereal that urges a woman to feel body confident and help them keep slim by eating this cereal as part of a balanced diet. The overall advert is extremely relevant to the product and the variety of quick shots mixed with slow shots was an interesting yet successful technique used by the producers.
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