H&M 'Bring it on' Textual Analysis

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H&M 'Bring it on' Textual Analysis

How does the video for H&M's Bring it on campaign promote H&M as an ethical fashion retailer?
- Refer to the video with close textual analysis.
- Use key terminology.

 The video for H&M's 'Bring it on' campaign promotes H&M as an ethical fashion retailer by using: Camera angles, Sound, editing and mise en scene.

 The camera angles that have been used on this video advert are used to show accentuate all of the scenes and make them significantly different from each other. The use of the camera angles allows us to see in detail their products. The extreme close ups are used to also show the products up close that that the audience can also predict the quality and aesthetic side of the garment. Close up's also allow the audience to see what the products look like, and what they will be like on them, as the model is moving around, showing the product. 

 The sounds that have been used, are diegetic and non-diegetic. Diegetic sounds are shown when there is a scene of a forest, as bird sounds can be heard. There is also diegetic sounds when they are ripping the clothes. They have used these sounds to enforce that they will be helping nature and protecting the environment by reusing old garments. Non-diegetic sounds are used throughout the video: The voice over cannot be seen however, can be heard. This performance poem by Kate Tempest is narrated over the video. Music is added over the poem to help if flow and add rhythm to it. The music may be used to draw in the audience, so that they will not get bored of listening to the poem by itself. The music is upbeat and therefore links in with the companies target market of young people. The music draws in their target market, which allows them to show that their brand is trendy and if for anyone. 

 The editing that has been used has put a small amount of the shots on the screen for a longer period of time. This is because they want the audience to focus on that part of the video, and the want them to remember this part of the video. The forest scene is on for longer, this is done to show that by recycling your clothes
                                                                                                                                                                                                  

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