Sony Xperia Z TV Advert Analysis

Structure	Tick Box
Linear
Non-Linear
Realist Narrative
Anti-realist narrative
Animation
Documentary
Talking Heads
Stand alone
Series
Style
Humour
Surreal
Dramatic
Parody
Codes and conventions
Camera
Lighting
Sound
Editing
Graphics
Special Effects
Techniques (of persuasion)
Hidden messages
Overt messages
Emotional response or association:
Solution to a problem
Fear
Concern
Social Position ‘Keeping up with the Jones’
Self-perception
Celebrity Endorsement
Statistics
Hard Sell
Repetition

Describe and explain the structures of the advert

I've chosen a linear structure for this advert because the story has a narrative and runs smoothly throughout the short clip. I will also use the realist narrative structure because the advert is showcasing the past and the future of the Sony brand. It may look a little animated at times like an american barbie story, but is shows the history of how Sony has evolved.

Summary of Advert 

In the beginning of the advert (which shows a slow-moving flashback of the past), shows a group of people crowding in front of a shop window looking at the early version of the Sony TV that is showing a space rocket about to take off, it then moves on to two blonde girls rollerskating near the beach  listening to their Walkmans in the sun. The next scene moves on to a man filming the fall of the Berlin Wall with an old Sony Camcorder, while in the next scene it shows a group of friends playing on the early version of the playstation while finally in the last scene, it shows a present day India. A male and female couple join the colour powder throwing celebration. The woman is amongst the celebrants while the man films it on the Sony Xperia Z. The advert later shows the woman pouring water over the powder covered phone, showing the audience that its a waterproof phone.

Main message of the advert

The main message of the advert is to show how the Sony brand has evolved through history. Set against the remixed David Bowie soundtrack  it shows the colourful scene of the Holi festival in India, demonstrating the phone's waterproof ability and camera functionality  the narrator later goes on to explain "Sony has always brought you new experiences, and now you can enjoy the best of Sony in a smartphone".

Describe and explain the techniques of the advert

The techniques used for the Sony Xperia advert are statistics and surrealism. The reason why I've chosen the advert technique to be surreal in parts is something that I've mentioned previously. Through half of the advert, all of the characters came from different era's. The 1960's-70's highlight the Sony TV (looks a bit like the first Superman film), while the 1980's of the rollerskating girls using a cassette walkman shows the typical American looking barbie image of the girls. While the present day features a colourful burst of powder being thrown all around. Because the advert has been edited to become slow moving, it added a strong surreal affect to the video, it made it look like a short feature like film.

I've also chosen statistics for the advert technique because it highlights the history of the Sony brand. It showcases all the great inventions that they've done through the years and the new phone creation that will benefit the society.

Viewers that saw the advert where attracted to the bright colours and the slow pace of the video, giving them a reason to wonder and finish watching the advert. The music also went well with the happy and relaxed feel that the advert created.

Target Audience

The Sony Xperia Z is aimed at the upper class and educated 25-40 year olds who loves life and likes to go on an adventure. They will also appreciate the quality of the phone camera that will capture many exciting moments of that particular adventure. It is also targeted at mothers who have young children, they will always need a phone that was waterproof and dust proof due to the damaged that can happen if for example like a child dropping the phone in the toilet.

Identify and explain the characteristics of the product or service

Benefits offered:
The main benefits offered in the product is that it has a high quality phone camera and that its waterproof, a feature that everyone would like on the phones hat they have. It also has a high capacity to withstand accidents. It is very slim and carries less weight, making i easier to carry around. There is also a full HD 1080p touchscreen that's really sharp, the images and video's on it is really lifelike.

Advantages over other similar products (unique selling points):
The advantages that the phone has over other similar products is that unlike many phones, Sony Xperia Z has a waterproof and dust proof functionality (you can even use it in the shower). The waterproof function can make the phone last around 30 minutes under water. The phone also has a high pixel resolution on the camera, being 13.1mp. The phone also has a high battery life, when you turn the screen of, it automatically turns of the data on, increasing standby

Lifestyle Appeal:
The Sony Xperia Z has a sharp and stunning 5* screen which offers an unbeatable viewing experience. You may be watching a film, playing games or using the internet on your phone, but the Sony Xperia Z always gives you a high quality performance. The back cover of the phone also gives you three colours to choose from, black, white and purple, all classic colours.

Brand Identity:
The brand identity of the phone is that it has a powerful inside functionality  has a beautiful screen, good battery performance and a great design.