Ryan Lightfoot

• This scenes function acts as a reveal, it is the first time we (and the character) see the product in use.

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• It is useful for the audience to know the full narrative at the outset of the scene however, all prior to this scene is just there to create a dramatic built up to the reveal, making the product feel all that more spectacular. The audience could still identify the narrative from this scene and everything to follow but there will not be as much of an exciting impact.

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• The audience, as an invisible observer, is viewing from the point of view of the woman’s daughter and it is the dramatic reaction of the daughter (and the husband/father at the end of the advert) that makes it clearer that the audience is to identify with the mother. This is because the mother is using the product and through this gets amazing reactions from her family. The audience relates to this as we seek the reaction and to be noticed for our beauty just like she did.

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• At the point that the mother is looking over at her daughter (2nd screen grab) she is unaware of how she looks and is nervous. This is clear not only through her body language and facial expressions but also the physical space within the frame. There is a lot of empty space to the left that she is looking away from and the choice of shot, medium shot, makes it difficult to know what to focus on. Both of these create a feeling of discomfort for the audience so we therefore share her emotions (this also shows us, again, that the audience is identify themselves with the mother). After, no more than, a second this shot cuts to a much more comfortable shot, medium two shot, were the mother has now seen how she looks and is overjoyed (3rd screen grab). The shot is a lot tighter and tidier making it clear what the focus is (the mothers hair) and the empty space has now been filled with the ecstatic glare of the mother and daughter as they are looking into the mirror, creating a much more comfortable feeling for the audience to once again share with the mother.

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• This example of using the uncomfortable medium shot to the comfortable medium two shot has been compositionally juxtaposed to tell the audience who to identify with and make the reveal seem more spectacular. This therefore makes the product seem more desirable and create a greater chance of the audience wanting to buy the product.

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• The expectation of the daughter is to create a transformation of the mother and the mother’s expectation is to, nervously, accept the transformation that her daughter suggests by re-colouring her hair.

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• The daughter (the watcher) acts as a mentor as she offers advice and answers to her mother and the mother (the watched) is the protagonist, whose transformation drives the story. Their relationship is important because without the push and support of the daughter the mother would have never undergone the transformation that brought her great joy. The daughter also acts as a foil as she helps to reflect and illuminate the mother’s emotions of joy and happiness (3rd screen grab).

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• The storyteller favours this scene to any other as the shot seen in the second screen grab is held the longest; it is most relatable to the audience and the most important to relate as it expresses the best emotion that are only seen after the product has been applied.

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• This scene contributes to the advert a great deal, without it the advert would not be as powerful and the narrative would not be complete, creating confusion to the audience. As the reveal, this scene is designed to make the sale; it is what grabs the audience the most by using emotion to relate the audience to the mother.