Anaylse of the Greek yoghurt advert

Regional identity is where you identify the uniqueness of there region from the characteristics that they contain which include appearance,costume,accent,setting,sounds and status. Some countries are very diverse now but the traditional distinctive features they have will separate there culture from other regions.

Regional Identity 

This Greek yoghurt advert uses the key term regional identity this is expressed by firstly the young boy has the appearance of dark hair and olive skin this shows he is from Greece. His clothing is very light and thin materialised which suggests he is in a hot country as he is from Greece. The young boys dialogue when announcing to his mum the cow has been let out is a language most English people don't understand therefore by this advert being aimed for England this was used to show to us that the region this is set in isn't England but abroad in Greece. The young boys mum has also olive skin and dark hair which also conveys she is from Greece. The mum's first appearance is in the house this indicates that she has the stereotype that a women stays in the house to cook and clean. As well as looking after the children but in this scenario child this is shown when the mum scruffs the young boys hair and takes him in to give him the Greek yoghurt to show how proud she is for retrieving there cow. The mum is wearing very light weight casual clothing that has no high status to it which implies she is of a low class as she doesn't work just adapts the roles of the stereotypical women.
     The Setting has a huge amount of  land with mountains in the background this suggests they are living in the country side in Greece. There behaviour and actions are evidence that they are in the country side as the young boy runs from a long distance to his mum which indicates that the mum has no worry or concern that the young boy will get taken or hurt in anyway. This is because the country side is crime free and a very relaxed lifestyle. Also as the young boy takes his journey to find his cow there is a man riding his donkey on the path way they are travelling at a calm and slow pace this is because they live in the country side and there is no rush to get to places as the lifestyle is very easy and laid back. There is no roads or cars which prevents congestion this is why the man is riding his donkey this is also another indication that they are living in Greece. In there field there is a old wooden gate with low fences this has no technical security lock which is also more evidence that the country side is a very safe place to live. The sky's are blue and reflect heat which implies they are from a hot country as well.
        The young boy and mum's cow is there to provide there milk this illustrates that this isn't set in present modern times as they couldn't go to the shops and buy pints of milk. The cow just follows the young boy by a lead rope without any hesitation or anger this shows that he is well trained and trusts the boy which indicates they have had this cow for a long time. As well as the cows got a very relaxed mood which suggests he is used to the casual lifestyle of the country side.
        When the young boy runs through the traditional Greek house that have stone walls and thick windows and doors he runs past a women smacking her rugs down this is to clean and erase the dust from them. This is because in the time that this was set they didn't have washing machines or tumble dryers they had no choice but to hand wash everything. This was done in no rush as the hot weather in Greece creates the washing to dry very quickly as well as they are living in the country side. As the young boys journey is continued he finally finds his cow in the small village. The regions period of time they didn't have large shopping centres just small cobbled shops that provide there essentials to live. The cow was about to be killed by the local butcher has the butcher sharpens his knives. The young boy just comes and retrieves his cow from the butcher. The butcher doesn't react harshly as in the country side people are very kind and respective. The young boy takes his cow back to his field in a calming manner as again they are living in the country side.
         When the mum and young boy get back into the house after safely putting the cow back. They enter the house which has a Greek look to it with wooden furniture and light walls to reflect the sun. The Greek yogurt is then given to the young boy. The mum then answers the telephone this doesn't fit the regional identity of the whole clip which brings across the message the director wants to bring across which is that this yogurt is still as delicious as it was in the 1960's.

Shot Types

In the Greek yoghurt advert there is range of shot types throughout the whole clip. The first shot type which begins the clip is the Establishing shot this is when the young boy opens the wooden gate and the shot establishes where the action takes place and gives some context to the clip. In this case the scenery is in a large spacious land with mountains in the background.

 Then the shot changes to a Extreme close up on the cow this is to show the detailed features of the cow as well as this leading to another Extreme close up of the little boy this is again to show the detailed features e.g. eyes,mouth,nose and hands as well as his facial expressions and dialogue.

Next the shot is a Long shot where the young boy is letting his cow through the gate and out into the fields to run freely. The long shot is used as it establishes where they are and also the start of the journey the young boy is about take. This is affectively used as it has captured a large area of view for the viewers to see.

Once the young boy runs towards his own house and shouts to his mother the shot flows smoothly into a Medium close up on the mother. This is used as the camera shot wants to get in the ancient thick wooden windows and this allows getting her wait upwards. As well as the medium shot is a continues part of the journey and always flows from a long shot which is does.

The Wide shot is used after this when the young boy is racing down the hills and there is a man riding his horse slowly through the bridal stone path. This is a wide shot as it gets both the young boy and man riding his horse in the shot as well as the setting in the background. This is an interesting shot as it gets the important and non-important things in the shot. This shot must not be overused as it takes away the focus on the action.

The Long shot is used again to show the full length in which the young boy is running through the fields and it again establishes where he is and the journey he is taking.

There is a Close up shot used after this long shot of the bell ringing this is very seamless as the bell starts ringing and then the shot is taken onto the bell this is very complex and creates everything to keep a flow and fast rhythm. The close up shot is used to show key features and to put the focus on the main subject at the time which is the bell ringing. This also adds intensity to the clip.

This then leads to a Medium close up of the man who is on the top of a cobbled island pointing straight ahead when the young boy runs through. This shot is taken from waist upwards and is affective as it doesn’t show a huge amount of the setting and is very good at preparing the viewer for a close up or extreme close up.

Now the viewer is prepared the clip flows to an extreme close up of the elderly lady smacking her rugs to get the dust of off them and clean them. This is affective as it gives an insight of what period this clip is set and also shows her detailed features and reaction to the young boy running through her small street.

This leads to a Long shot of the young boy running through the small narrow street and then the shot is titled at an angle to show the young boy and the small area of house from above them. This is affective as it varies the angle of the shot to make the clip more interesting and not tedious and also establishes where the young boy is by adding a bit of context in the shot.

As the young boy finds his cow it runs through to a Wide shot again this is of the butcher in the process of killing the cow. This is a very dramatic moment and the wide shot is used to allow the viewers to see what is exactly going on and to see part of the environment in the background so that the focus is more on the situation and less on establishing where they are.

The Extreme close up is used to clearly see the mans facial expressions and to portray fear to the viewers as he is about to kill the young boys cow.

Gracefully the young boy drags his cow away and the man looks at him with a confused face. This shot is a Long shot which shows where the young boy is taking his cow and it also sets the location again and feeds more context of where the clip is located and there regional identities.

Finally the young boy leads the cow back into their field and shuts the old wooden gate. This is an establishing shot as both the young boy and the mother are standing next to each other and the shot widens the space to show where the journey began from.

Lastly the young boy runs into his house with his mother and sits down with a bowl of Greek yogurt that his mother gives him round the table. This is a Master shot it is used as it shows the limit of the shot e.g. they are sitting around a table.

Sound Types

There are a huge range of sound types in this clip they are diegetic, non-diegetic, synchronous and asynchronous. The diegetic sounds are the sound of water spraying out, the opening of the gate, the cows faint noises, the hooves of the donkey, the young boys feet running down the hill, the bells ringing, the butcher sharpening his knives, the cow chewing on his food, the closing of the gate, the yogurt bowl being placed on the table, the telephone ringing and the noise of the young boy eating his yogurt.

The Non- diegetic sounds are the traditional Greek music being played through out the whole clip and the narrator at the end of the clip speaking a short monologue.

The Synchronous sounds are the gate opening and closing, the faint noises the cow makes, the running noises of the young boy, the hooves of the donkey, the second part of the bells ringing, the carpet being

Synchronise sounds are the gate opening and closing, the young boys feet running through the fields, the faint noises of the cow, the hooves from the donkey, the second part of the bells ringing, the smacking of the carpet, the sharpening of the knives and the yoghurt pot being put on the table.

The asynchronous sounds are the water spraying, the telephone ringing and the first part of bells ringing.

Mise-en-scene

In this clip there are large spacious lands and huge mountains in the background this suggests they are living in a country environment. The grass is very dried out and the sky looks very humid which suggests they are in a hot country. They are wearing light clothes which also suggest the heat is burning. They own a cow which suggests that how they make money for a living. As the young boy runs through the streets and tiny village the walls are all cobbled and made of washed out stone which suggests the town is very ancient and old. The houses are not insulated they are small and over look the beautiful fields. The rusty bells ringing suggests this is not a modern period of time. Also the clip is set in a hot country. The elderly lady smacking her rugs and cleaning them also indicates that the time is not modern and that the weather is very hot as they have all there washing out very high up to get as much sun as possible. There is no cars about but herds of sheep and a man standing in a local area about to kill the cow which suggest they are not in England. The clip is advertising Greek yogurt which suggests the clip is located in Greece.