Induction: Self-Analysis


Denotation and Connotation.
Denotation: Shot Type, Angle, Composition, Point of Focus, Lighting.
Composition refers of a finished media products refers to overall layout and how all of the elements come together.

This McDonalds advert shows the viewer what it’s meant to mean and what it connotes, as seen on the image the shot type is a medium shot which is generally used in a lot of print adverts, this is used because medium close up shots generally always show what a clear image of what its actual product is and what its meant to mean. Medium shots are used for dialogue sequences. I know that this image has also been Photoshop during post production because they have made the fries look like party horns which is really good and effective to the viewer/audience. This connotes that McDonalds is celebrating an anniversary or some type of celebration. I know this because of the slogan they have used ‘Celebrating 60 Golden Years’ this show and tells the audience that this advert is made for a celebration. Another way the producer makes this effective is the composition, It quick, simple and effective, for example they purposely put the fries in the middle of the advert and nowhere else, the reason for this is because they wanted to make this the point of focus and it works very well because this automatically draws the attention of the viewer to the box of fries (party horns) which is the purpose.

The mise en scene for this advert, is fairly simple and not much can be seen, however one that is seen is the lighting this lighting on this advert is artificial which means that it’s nor from natural light and it has been take with a lamp or something else. The props seen is just a box of fries and fries inside. The universal symbol in this is very clear and simple, this is the McDonalds Logo.   


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