This is an advertisement for Pocari Sweat which is a Japanese sports drink that is basically Ion water. It's extremely popular in Indonesia and this advert was released in 2019 animated in a Japanese anime art style but dubbed and set in Indonesia. The overall advert is to make the viewer feel refreshed with all the bright blues and beautifully animated water.
Media Language
This advert is animated which isn't usual for what typical adverts look like. Being animated the ad displays a different feel and experience. The colors are very bright and saturated, especially the water. The blues are very bright and cool which makes the product in every shot look refreshing and cool. There is never a boring frame as every shot is very detailed and lively which will pull the viewer's attention with each passing frame. The lively animation which is more popular which a younger audience leads me to believe their target audience is people around the ages of 13-25.
Representation
The advertisement takes place in both Bali and Jakarta. The contrast between the two provinces is very well shown. The classrooms in the Bali public school are more traditional compared to the classroom in Jakarta where everyone is using a computer. The environment is also contrasting with Jakarta very well shown to be industrial with skylines while Bali is very natural looking which the beaches and oceans being beautifully illustrated. The two main characters are clearly in high school with their uniforms being the standard for grades 10-12 in public schools. Possibly playing on the trope of love stories starring two adolescent teens which are very popular in Indonesia.
Audience
The advert is animated in an anime art style which will pull in an audience who either likes or is familiar with anime or manga. Indonesia has a very large population of anime enjoyers so making an advert using anime instead of real people isn't a risky move. The target audience seems to mostly be young women, as the ad gives off the feel of popular shojo animes which are animes targeted to young women.
Industry
The advert seems to be a bricolage of many popular Shinkai films like Your Name and A Weathering With You. The shooting star in the advert is possibly a direct reference to Your Name as the comet is very important imagery from the film. Both films also share gorgeous imagery staring two romanticly intertwined teens, just like the advert. The only difference is the advert is about a sports drink.
Comments
Post a Comment