Textual Analysis - H&M 'Bring It On'
Camera The overall focus throughout the video is on the clothes and their fabrics, whether they are being worn or recycled. The camerawork uses a number of varied methods to help the audience focus on the clothes throughout. By using long shots to show a full outfit or a close us to emphasise the fabric or it tearing. The focus on the clothes tearing and being mangled can give off a rough feel; H&M manages to emphasise this through their use of a hand held camera. This constant unsteadiness allows for a less neat feel, which is what the ad tries to convey at the start with the damaging of clothes. Sound The ad consists of a number of diegetic and non-diegetic pieces of sound. The non diegetic sound features a soundtrack and a voiceover in the form of a narrative. The soundtrack is piece of music that builds in intensity throughout the ad by adding layers to the music until a climax. This allows the video to have an intense and empowering feel throughout, i...