Hovis Advert Analysis

In the Hovis advert, a small boy goes to a shop to pick up some bread for his mum, and when he's walking back home, he passes through historical events that have happened in the past 100 years. There are many signifiers in the advert, one signifier is the horse and carriage that the boy almost runs into. This signifies that it's set in the 19th century, when that type of transport was used. Another signifier is the titanic poster, which signifies that the time period he was running through was when the titanic sinking happened. In one of the streets he passes, there are soldiers dressed in old fashioned uniforms marching through, which signifies that this is the time period when world war one took place. After this signifier, there are woman protesting through the streets- showing that this time period was when women were protesting for their rights.
Lots of different camera angles are used in the Hovis advert. One example of this is when there are soldiers walking through the street. The camera angle is a low long shot, the low shot makes the soldiers look more powerful and scary, as it's facing up towards them. The fact that it's a long shot makes it look like there are more soldiers, again making them look more powerful because there looks to be more of them. The fact that the boy is a lot smaller than them also creates the look that the soldiers are more in power. Another camera angle used is the panning shot, through the time era in which England won the world cup. The panning shot creates the emotion of excitement and glory; This is because the angle changes a lot and very quickly, creating a happy and upbeat mood. Lastly, there is a long shot in the scene where a house has been bombed in world war 2- this creates an upsetting, depressing mood, and shows the full damage of the house, so we can see the destruction and see that Hovis has been there through both destruction and happiness.
The music in the hovis advert creates a mood to us, and mirrors the emotions of the boy and other characters in the advert. The music is non-diegetic, but still helps create the mood for the advert. When the advert starts, the music bed is quiet, but as different emotions develop, the music's dynamics, tempo and rhythm change. When the boy walks through the streets then comes to the bombed house, the almost gets quiter and slower, and almost halts. The creates a saddening mood. In the world cup scene, a drum beat is added into the music, which creates the mood of excitement and happiness, as it makes the music more upbeat and feel-good.