At the start of advert non diegetic sound is used to engage the audience, the sound is very mysterious and grabs the audiences attention as they would want to find out what is going to happen. During the non diegetic sound the camera movement slowly zooms in, the mise en scene is also suggests mysterious, darkness as the setting is very dark (low key lighting). Before the advert is fully established the 'Guardian' typography appears which alerts the audience that this advert is related to the Guardian newspaper. The quick edits and cinematography keeps the audience engaged to the advert and make the audience create enigma codes as they do not know what is happening or what the advert is trying to promote yet. Moreover Barthes came up with the theory of narrative codes and enigma codes. The non diegetic voice over of the female reporter also attracts the audience as the audience do not know what is happening yet in the advert and would start to discover what is happening. Furthermore the typography again is displayed in transitions to grab the audience and make them read what the characters are thinking, so the audience are in their shoes and could relate to them. Also the text is sans serif a classic typography used in newspapers which usually attracts a older target audience. There are sound bridges that continue through scenes to make the advert sound very important and must see, it defiantly grabs the audiences attention by the sound, edits, cinematography, camera movements used.
Media Representations:
The news represented in the advert shows that it is very important as the audience are able to see that the news has become of high importance and viral across the country, the advert had the shock and realism factor due to the mise en scene and fast paced edits which encourages the audience to keep watching to see what is happening. The advert lets the audience to explore of how the social network has developed and how it has become a source to find out news very quickly and spread easily within seconds. It is a positive representation as the advert shows the audience how fast social networks are and how they communicate very fast. The characters in the advert also represent that the advert is trying to attract a certain audience, which is Guardian newspaper readers mostly. The textual and narrative structure also establishes the audience. The representation toward the three little pigs in the advert are demonized for killing a wolf this could relate to Levi-Strauss's theory of binary opposition in characters and narrative (evil vs good).
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