Gabrielle: The new fragrance by Chanel advert

Media AS / A2

Textual Analysis Table- Moving Image

	Denotation / what can be seen	Connotation / what is the meaning? Representation
Camera- angle, size and movement	There is a lot of tracking in this advert, because we follow the girl running to the right. At the start I saw a crab left where the actor was on the left side of the advert and there was just scenery on the right (around 7 seconds). There is a mixture of shots, we have a few close ups and a few extra long shots to show the surroundings as well. There are also plenty mid - shots and long shots. There is also random mtion in the advert where the actor is running and the camera composition shakes slightly. Most of the shots were kept eye level but not to the standard eye-level. Apart from the beginning the next close up there is a zoom in, it's slow but noticeable.	From what i can tell only at the end were there some hints that this is about a womens perfume, but apart from the end, i could not tell this was an advert about perfume. I got a feeling that the advert was linked specifically to women since only a woman is shown and how everytime she runs gradually her (chains) scarves are coming off. The woman is trying to be free she's trying to escape and once she does she finds what essentially she's been looking for, what she's been running for.
Editing including any SFX	There are a lot of sudden cuts in this advert, but it is edited to show the next viewpoint or a different angle. Matching the song/music, when the song hit a slow moment in the advert, so did the movement and you could see slow motion. Then just before the end there is a sudden cut from the celebrities face and then shows the product the whole advert was about.	The editing of the advert and its jump cuts shows the audience the position the actors in and her surroundings. Also the slow motion used can connotes the hesitation in some women when buying a product or just 'running' towards something better, the slowness could emphasise some women holding themselves back and only they can 'run' and push themselves forward towards the next scene/location.
Sound- diegetic, non-diegetic, narration etc.	Throughout the advert there is a song by a popular artist. It is a non - diegetic sound because it is clear everyone inside the frame can't hear the music. As for SFX, there were thunder sound effects and the sound of burning light.	The music is very loud and strong, the song itself is powerful, and that's how it starts off. Once she breaks free from entrapment she feels powerful but then she slows down, and so does the music, but then the music picks up and so does the speed of the advert.
Mise-en-scene: location, costume, props, lighting	In the beginning it's unclear where the actress is, but then we notice a spider web like cage that she breaks out off. Then she's running inside one room full of different lights, there's rings of orange in the ceiling, then for less than a second the lights switch off and one spot light appears but it flashes in different areas of the actors body creating one side light and the opposite side dark. then above her are sparkles, that on the camera create little lines and dropping circles of gold and white. Then after escaping the room she lands herself on what seems like the top of a mountain where you can see the sunset, giving some high-key lighting, to show that it's day - time and to give off a happy feeling. More on props the other thing besides the product itself would be the yellow crystal blocks, that Kristen Stewart breaks down and reveals a beautiful sunset.	The costume seemed like chains and the actor just kept ripping and pulling apart the cloth 'chains' wrapped around her and continued to run towards the light. Which at the end we realise the light is the new fragrance by Chanel. The actual product itself and the only prop that appears in the whole advert. As the actress continues to run the high - key lighting is shown more because she is getting closer to the product, they're trying to say Chanel perfume will bring light you want to run for and catch.