Case Study
October 27
Instructions:
Our task was to...
First, choose a scene from your favorite film or TV show and conduct an analysis of the mise-en-scène. Consider the following questions:
- What mood and/or atmosphere is created?
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How are the characters represented?
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How is the audience encouraged to respond to the characters?
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How is mes-en-scène used to provide narrative information?
Then, complete the same activity with a consumer branding advertisement of your choice.
- How was the product being represented?
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What value is being transferred to the audience? (How is it suggest that their life will be enhanced by purchasing the product?)
My Response:
1.Peg, a saleswoman, find herself at Edward Scissorhands castle, where she then convinces him to come home with her so she can fix up his appearance. Just after, they drive home to her town where Edward seems to be pleasantly surprised at the scenery as it is completely different to his typical setting.
The most prominent element of mise-en-scene in this film was the set design. Moreover, the town's perfect structure, bright colors and sunny sky bring an enlightening mood not only for Edward but for the audience as well. However, the shift in atmosphere for Edward hints to the audience that two worlds are about to collide. As the movie was made in 1990, most props or settings bring out those nostalgic and comforting parts of the movie. Furthermore, throughout the movie, especially in this scene, Edward was seen as a gothic outsider who has never seen a world outside of his own. Tim Burton's use of sound design and point of view actively shows Edward's vulnerability in a new space; so that viewers can experience his emotions directly and develop a scene of empathy for him. In other words, the audience should feel almost connected and a part of his journey. Mes-en-scène was used most through characters' costume and makeup, showing a lot of their personality and significance. Allowing characters to see their developments throughout the movies as their clothes also evolved. For example, as Edward began to open up to his new surroundings, slacks and a button-up shirt as well as Kim eventually dressing up in attire that matched the colors of Edward’s clothing. Overall, the creative costumes, vivid colors, and close-up camera shots collectively told this narrative in an incredible way.
2.A girl is seen walking into a shop where she sees coke bottles with her friends' names on them. She asks them to meet up at 12 so they can escape from their life of distractions and come together over a bottle of Coke. The Coke bottle itself is being seen as a way of socially engaging with one another while also feeling a sense of inclusion yourself. Connecting the product to moments of happiness is a widely used marketing tactic that keeps customers buying and enhancing their emotional perception of Coca-Cola. Moreover, finding a bottle with a friend or family member's name on it, along with sharing it, not only makes the person feel seen, but often times sparks a conversation and endures that social interaction. Coca-Cola suggests multiple outcomes from buying a share a coke bottle. One being an emotion uplift, in other words, buying a share a coke reduces emotional and social stress, and instead brings the consumer happiness. The ad states, “our best memories are made when we allow ourselves to slow down and come together." Meaning escaping from one's busy life does not have to be hard or expensive; a simple coke fosters so much more joy than meets the human eye. Another being the community's enrichment, making memories and developing new personal relationships over a coke bottle sounds unusual but still seems intriguing. Lastly, the message of sharing a coke is seeing oneself reflected in the product strengthens self-esteem and personal relevance. In conclusion, Coca-Colas share a coke bottle carries such a deeper meaning when really looked at: immediately enhancing audiences well-bring upon finding a familiar name.