Чуваки, вдохновения вам с бэнгофестом)
Выкладываю финальный вариант эссе по рекламе с Сынхёном, но по-английски, сразу предупреждаю.
Brooklyn BoyBrooklyn Boy
A flock of birds flying up in the grey-blue sky appears on the screen, accompanied by a deep husky men’s voice: “The wind calms down after yesterday’s hurricane”. A young dark-haired man clad in black jacket and grey jeans strolls through the city and tells his story, trying to clear out his past, his present and his desires for future. Every year Calvin Klein Inc. collaborates with celebrities from all over the world filming ads and short fashion films to promote their products. This year, aiming at grabbing attention of the young but solvent generation of Asia, Calvin Klein Inc. let a contract with a famous South Korean singer and actor Choi Seunghyun. The result is the advert ‘Brooklyn Boy’ made to promote Calvin Klein Jeans, and it makes the clear statement that wearing these jeans will help you find yourself and your place in life.
Set in Brooklyn, the ad shows beautiful scenery of the city – a port as well as remote corners of the city, buildings and streets, and everywhere the only man we see is the main character. No workers in the port, no passer-byes in the streets – the city seems to be empty, reflecting the feelings of the main character. He is oblivious to what is surrounding him, lost in his thoughts and feeling as if he is the only man left in the world. His alienation conjures up the way young people feel when searching after the right track and easily hooks the target audience by drawing a parallel between them. But at the moment of revelation, when he understands what path he should take the streets fill up with people, cars passing by, and the sounds of the city.
Greyish, faded tints, dull even in the sunlight – the dim city, the dim sky, the dim water, the dim man. He roams about the streets, feeling transparent in this ‘world without a colour’. Subdued hues reflect his vague, indistinct thoughts. Remaining in the dark, he tries to figure out his place in this colourless world. When he accepts all the things he went through, everything around him regains its colours – streets, trees, roads, he himself. Only then, a brand label of the jeans is shown directly – for the first and last time in this ad, making a subtle hint that wearing these jeans somehow gave the main character confidence and helped him come to some essential conclusions. The ad tries to convince that they will have the same effect on the viewer if he or she buys them.
The editing of the commercial is made in a special way which helps the ad-makers convey the message and influence the audience efficiently. In the beginning, every shot is blurred – the sky, the scenery, the trains, the cars, Seunghyun – and it sharpens after a few seconds, focusing on the image. With the help of this special effect the camera displays the state of the main character, the way of his thinking – from ambiguity to understanding, from confusion to the peace of mind.
The soundtrack here is also one of the means to create the right mood. A crystal-clear, slightly trembling woman’s voice, accompanied with the piano, the violin, and the guitar music, is quietly singing in the background, adding sad notes to the atmosphere of the ad. The pace of the music at the beginning is slow, and when Seunghyun ponders over the colorless world and his place in it, the music fades away completely, for it to burst out in the quiet explosion a few moments later. The pace is a bit faster now, and the singing is louder, as if the sounds of the outside world, where the main character finally finds himself belonging to, are poured into this song. At the end of the ad, the last vibrating moan of the violin vanishes away into the sounds of the city.
The Brooklyn Boy seems to have gone through the hard life full of pain, uncertainty, and loneliness, to find out that he still can live in harmony with himself and the outside world.
Выкладываю финальный вариант эссе по рекламе с Сынхёном, но по-английски, сразу предупреждаю.
Brooklyn BoyBrooklyn Boy
A flock of birds flying up in the grey-blue sky appears on the screen, accompanied by a deep husky men’s voice: “The wind calms down after yesterday’s hurricane”. A young dark-haired man clad in black jacket and grey jeans strolls through the city and tells his story, trying to clear out his past, his present and his desires for future. Every year Calvin Klein Inc. collaborates with celebrities from all over the world filming ads and short fashion films to promote their products. This year, aiming at grabbing attention of the young but solvent generation of Asia, Calvin Klein Inc. let a contract with a famous South Korean singer and actor Choi Seunghyun. The result is the advert ‘Brooklyn Boy’ made to promote Calvin Klein Jeans, and it makes the clear statement that wearing these jeans will help you find yourself and your place in life.
Set in Brooklyn, the ad shows beautiful scenery of the city – a port as well as remote corners of the city, buildings and streets, and everywhere the only man we see is the main character. No workers in the port, no passer-byes in the streets – the city seems to be empty, reflecting the feelings of the main character. He is oblivious to what is surrounding him, lost in his thoughts and feeling as if he is the only man left in the world. His alienation conjures up the way young people feel when searching after the right track and easily hooks the target audience by drawing a parallel between them. But at the moment of revelation, when he understands what path he should take the streets fill up with people, cars passing by, and the sounds of the city.
Greyish, faded tints, dull even in the sunlight – the dim city, the dim sky, the dim water, the dim man. He roams about the streets, feeling transparent in this ‘world without a colour’. Subdued hues reflect his vague, indistinct thoughts. Remaining in the dark, he tries to figure out his place in this colourless world. When he accepts all the things he went through, everything around him regains its colours – streets, trees, roads, he himself. Only then, a brand label of the jeans is shown directly – for the first and last time in this ad, making a subtle hint that wearing these jeans somehow gave the main character confidence and helped him come to some essential conclusions. The ad tries to convince that they will have the same effect on the viewer if he or she buys them.
The editing of the commercial is made in a special way which helps the ad-makers convey the message and influence the audience efficiently. In the beginning, every shot is blurred – the sky, the scenery, the trains, the cars, Seunghyun – and it sharpens after a few seconds, focusing on the image. With the help of this special effect the camera displays the state of the main character, the way of his thinking – from ambiguity to understanding, from confusion to the peace of mind.
The soundtrack here is also one of the means to create the right mood. A crystal-clear, slightly trembling woman’s voice, accompanied with the piano, the violin, and the guitar music, is quietly singing in the background, adding sad notes to the atmosphere of the ad. The pace of the music at the beginning is slow, and when Seunghyun ponders over the colorless world and his place in it, the music fades away completely, for it to burst out in the quiet explosion a few moments later. The pace is a bit faster now, and the singing is louder, as if the sounds of the outside world, where the main character finally finds himself belonging to, are poured into this song. At the end of the ad, the last vibrating moan of the violin vanishes away into the sounds of the city.
The Brooklyn Boy seems to have gone through the hard life full of pain, uncertainty, and loneliness, to find out that he still can live in harmony with himself and the outside world.
@темы: Big Bang, моё, корейцы, T.O.P, meine Liebe!
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22.02.2012 в 21:57это задание какое-то было?
так что, с точки зрения маркетинга это отличная реклама?
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22.02.2012 в 23:02спасибо) старалась написать в более критичном ключе, но конечно, ни черта не получилось)
да, вещь в целом и определенные ходы очень хорошо продуманы.
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22.02.2012 в 23:09-
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23.02.2012 в 14:22and it makes the clear statement that wearing these jeans will help you find yourself and your place in life.
самовыражение - высшая ступень в пирамиде Маслоу и вот по моему опыту, такая реклама, которая должна надавить на желание выразить что-то, добиться чего-либо, она действительно самая вдохновляющая. на самом деле, конкретно эту рекламу не помню уже, но читая эссе, я почему-то очень радуюсь за ее создателей о_О