Littlewoods advert analysis

Littlewoods- children's clothing

Camera
Begins with a long shot of three children sitting in a row, this is an action shot of them at a kids party. The wide shot allows the audience to see the children's clothing clearly which is advertising the clothing available to children at Littlewoods. The variety of different shots is representative of the variety of clothing available for children. The camera follows a little girl around using a variety of different shots to infer she is the magic at Littlewoods. There are many close ups of the girls face, showing her to be smiling. This reinforces the happiness and carefree life of children that wear Littelwoods clothing.



Editing
This advert has fast paced editing, this is to emphasise the fast moving life of children, it could also represent how fast children grow up. Although the editing is fast it enables enough time for the audience to see the clothing the children are wearing. As well as this, it is made to look like a little girl is magic as when she points the clothing changes into another outfit, this is shown by a cloud of purple dust. This suggests that the Littlewood clothing is magic and this is encouraging for the audience.



Sound
The advert immediately begins with non-diegetic music of a song, the song is upbeat and this is parallel with the action of the kids running around. The happiness conveyed here emphasises the happiness of children that get to wear Littlewoods clothing which is persuasive for the audience. There is also sound effects of a magic sparkle which comes with the editing the purple dust changing the little boys outfit. The magical sound effect reinforces the magic effect of Littlewoods clothing. There is then a voice over saying 'everyone can get the best for their kids' The use of the word everyone makes it evident that they have clothing to please everyone.



Mise-en-scene
The facial expressions of the children show their happiness and the fact that children are running around and laughing infer that they are comfortable and happy in their clothing, which persuades parents to buy their childrens clothing from Littlewoods. They are evidently targetting middle class parents. The main little girl in a red dress wearing wings and holding a magic wand that she can blow bubbles out of is representative of Littlewoods direct as Myleene Klass is known for starring in Littlewoods adverts, and this little girl is meant to be a younger version of her. The 'magic touch' is given by the little girl with the wings. At the end of the advert the little girl bursts into sparkles and turns into Myleene Klass. Myleene points to the camera which looks like direct address to the audience suggesting she's encouraging the audience to buy their childrens' clothes from their website. When she points to the camera, 'littlewoods.com' appears in white writing on the centre of the screen. The white symbolises purity and innocence, linking to the children. Moreover, below that there is writing:

online | mobile | tablet | app

This information allows the audience to understand all the ways that they can buy clothing from Littlewoods and the variety of options is encouraging for the audience.