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Black shirt - dark? death?

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Middle Class family

Socio-economic demographics: C1?

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Strong family unit

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Stereotype - Mother is seen as active (used as seatbelt) which is a positive stereotype in constast to seen in the kitchen

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Stereotypes- Father is from dominant group in society

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Family comes from a white ethnic background and is a typical white nuclear family

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3. Female mother subverts the traditional stereotype as she helps to save the white male - who stereotypically is the bread-winner, strong, dominant not passive, not a passive motherly female

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3. Female mother subverts the traditional stereotype as she helps to save the white male - who stereotypically is the bread-winner, strong, dominant not passive, not a passive motherly female

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Father and daughter have reversed roles - parents are normally protctors of children

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Casual dress code- relatable to the audience, fun, everyday

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the family is loving and protecting. stronger as one so use a seatbelt to stay as one.

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Use of glitter is a substitute for blood because there was a happy ending

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White nuclear family- white ethnographic
Reversed gender roles- woman saves man

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It will appeal wider audience because 'embrace life' became an international phenomenon and it will also appeal to younger audience because there are no disturbing consequences such as car crash, death, etc.

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There are no blood, death and gory.

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-appeals to anyone with a family as it uses the family as something you want to protect
-its seen as a positive thing so doesnt put anyone off who is uncomfortable about gore/graphic stuff

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4. Accessible online, relatable through family home setting, unique, original and dynamic, child has an active role, well made, aesthetically pleasing to watch, visually attractive e.g. glitter 

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4. Accessible online, relatable through family home setting, unique, original and dynamic, child has an active role, well made, aesthetically pleasing to watch, visually attractive e.g. glitter 

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Happy family, fun, casual clothing

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-happy family,smiling
-well off family, nice home
-nice clothing, smart clothing
-big house

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The film reaches a wider audience as the consequences of a crash/not wearing a seatbelt affects everyone not just a minority.

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Family living room setting- relatable

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Locking of fingers suggest family unit, when family aren't there they can't save you unless you use seatbelt

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High key lighting
- heaven if he had died ?
- His future now he's survived?

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Facial expression changes when her dad is in danger

Showing their family is protective

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Imaginary mise-en-scene (man is pretending to drive) audience is prompted to use imagination

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1. Almost uplifting music, smiling NVC, dynamic codes and conventions, no blood, no child victim, no physical victim

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Fairy costume shows innocence- the innocence of the child may be an incentive for the audience to wear their seat belt for the sake of their own child

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family acts as a seatbelt. the protection

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It's different to the norm - not what people expect

No gore - more appropriate for wider audiences (e.g. young children)

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3. Protective - jumping up to help, strong - child helping, unified - interlocking hands, white ethno-graphic, ready for anything, prepared highlights the underlining message of prevention rather than cure

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3. Protective - jumping up to help, strong - child helping, unified - interlocking hands, white ethno-graphic, ready for anything, prepared highlights the underlining message of prevention rather than cure

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Setting in Living room with furnitures

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-fairy costume, child like, makes you protective over that character
-the glitter/confetti, makes it a celebration of his life, links with "embrace life"
-big/nice house, well off family
-high key lighting

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A close family who enjoy eachothers company

Look out for each other

Mother and daughter are quick thinkers

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Doesn't result in death- original
The family end 'embrace(ing)' one another- positive and also a pun

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Perspective - Audience who are drivers put themselves in the mans position

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2. Fairy costume - little girl saving the male, saviour

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2. Fairy costume - little girl saving the male, saviour

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2. Banal, everyday setting of a family home makes it relatable

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2. Banal, everyday setting of a family home makes it relatable

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Extreme close up of hands represents a strong family unit

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Shot sizes/camera angles zoom in on each face when theyre happy and when theyre sad to show how people can change through devastation. E.G. not wearing a seatbelt

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Young girl wearing wings - guaridan angel?

The man is central to the advert - showing he is the main character

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Prevention rather than consequences

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Can be watched by people of younger ages- no blood and gore

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1. Positive ideologies of love and family, 'embrace' pun - hugging, making a seat belt

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1. Positive ideologies of love and family, 'embrace' pun - hugging, making a seat belt

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-Doesn't use a horrifying appraoch like the typical advert
-positive music
-no gory disturbing consequences
-shows the positive in weraing a seatbelt and not the negative of not wearing it
-slow motion where as the typical  advert is fast paced to match the car
-high key lighting

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domestic setting
happy family

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Family is a metaphor of a seatbelt

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Glitter is used rather than blood- original, more positive

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Domestic setting
Happy ending
Nobody is injured
No actual car

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The slow - mo creates impact as we can focus more on the mans facial expression when it changes from smiling

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Q1                                 original- no blood/death

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Q1                                 original- no blood/death