A comprehensive evaluation of the Renault Clio commercial is necessary, particularly regarding the implementation of the three codes and bricolage (intertextual references) in advertising. Advertising bears a significant weight for all establishments as it can be the determining factor between millions and thousands, or even between profit and loss. In a saturation market, a fresh automobile needs an advertisement that captures people's attention.
The Clio advert successfully showcases the car's abilities while also pleasing both male and female audiences and leaving a lasting impression on viewers. As part of the ongoing "Nicole and Papa" campaign, the Renault Clio advert features Nicole, a longstanding star of Clio adverts, getting married to well-known comedian Bob Mortimer, only for Vic Reeves to show up and try to win her over. Through the use of various camera techniques including
...shot/reverse, glance/object, and suture, the advert achieves its desired effect.
There are various camera shots used in film-making, such as shot/reverse, which is typically employed in dialogue scenes. Glance/object shot involves a character looking off-screen at something before the audience sees what the character is seeing. Meanwhile, suture shots are those where the camera is placed within the action to create a feeling of being sewn in with the action. Additionally, the mood of an advertisement can be conveyed through its music selection. In one example, the opening music features a melancholic tone and potentially utilizes an oboe.
The advertisement uses three codes to convey its message. These are action codes, symbolic codes, and enigma codes. The action codes are used to communicate emotions, while the symbolic codes are used to hasten the storyline. On the other hand, enigm
codes are utilized to create curiosity for the audience. The advert could represent the bride's (Nicole's) state of mind since she appears unhappy on her wedding day. However, when the Clio is featured in the advertisement, a cheerful guitar soundtrack is played, which could mirror the car's lively character.
The advert incorporates both action and symbolic codes to convey its messages efficiently within the given time frame. The action code portrays the driver's impatience and lateness, evident by his looking at his watch whilst waiting for a train to pass. Meanwhile, symbolic codes are employed to depict a wedding happening - Nicole is seen wearing a wedding dress while wedding rings are shown later on. By utilizing these codes, the story is communicated swiftly and effectively.
Enigma codes are utilized various times in this advertisement to hint at hidden elements and build suspense for the audience. The most prominent example is when Vic and Bob are not revealed until the very end.
Intertextual references, also known as "bricolage", occur when an advertisement uses recognizable scenes, characters, or objects. One instance of this is when Ford featured Steve M^cQueen in their ad and played the theme tune from his movie "Bullit" while he chose a Ford car over the famous motorbike from "The Great Escape" used to escape a prisoner of war camp. This advertisement contains three primary intertextual references.
The utilization of Papa and Nicole and Vic and Bob in the advert are intertextual references. These references have been previously used in various Clio ads. Moreover, the scene of Bob attempting to convince Nicole to elope with him, instead of marrying Vic while banging at the church window,
serves as another example. The said scene is also a reference to the iconic 1967 film "The Graduate," which is famous and has been referenced in popular shows like "The Simpsons" and "Wayne's World." These intertextual references work well in comedy and also make the audience feel smart when they identify the connection.
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