Textual Analysis:
Camera
Zooms
Shot reverse shot
Long takes for emphasis
Close ups
Insert shots
Reaction shots
Sound
Diegetic:
Birds chirping- nature
Clothes ripping
Crickets
Non-diegetic:
Narrative voiceover images
Performance poem used
Soundtrack- music with a upbeat rhythm
Editing
Fast paced editing to go with poem and music
Lots of cuts
Slowed during scenes with nature to emphasise importance
Mise en scene
Outdoors
Party
Resturant
Rooftop
Street
Forest - nature - emphasis
Different people in different situations
How does the video for H&M's Bring it on campaign promote H&M as an ethical fashion retailer?
Firstly, H&M promotes its fashion campaign as ethical through the use of different elements such as the camera conventions due to multiple angles used. An example would be the use of a long shallow focus when emphasising the natural ethical use of donating and buying from H&M as the camera focuses on the girl in the forest whilst blurring the grass in the foreground as this shot takes place in a natural environment implicating the ethical use of its clothing products. Many other camera shots are used within the video which mostly blend with the fast-paced editing along with the non-diegetic audio of a performance poem so the timing of cuts and camera conventions work smoothly with the tempo of the poem. This is used to contrast the parts in which are slowed down for emphasis: where the forest and grasslands are used alongside a slowed tempo and longer screen time to yet again emphasise the ethical size to these products. At the end of the video a woman is on the beach and runs, the camera used in this last scene is a handheld which could may imply that the audience are the ones who can take control of what they do with their clothes.
H&M also promotes its campaign as an ethical fashion retailer through sound. This is due to a non diegetic sound of a voiceover in the form of a performance poem as the soundtrack to the poem has an upbeat rhythm which influences the use of camera shots and editing cuts to flow alongside the music, slowing down and emphasising certain points when the ethical element is introduced. This is further reinforced throughout those scenes as diegetic sounds are used to create a much more natural ethical element as bird chirping and cricket sounds are placed into the scene as a natural element for emphasis of the product and the ethical reasoning which persuade the target audience to purchase such products.
H&M also use the element of editing in its video to promote itself as an ethical fashion retailer to reinforce the natural element and emphasise its importance as well as showing the making of products, the recycling of materials and how much clothes mean to us as people, split into three main elements. In the beginning of the video the editing is fast paced and lots of cuts are used as well as different camera elements such as shot reverse shots, close ups, reaction shots and insert shots (the clothing as an item). This is timed with the fast tempo of the music so all these elements happen quickly to emphasise the slowing down of the two middle scenes where nature is applied to emphasise the ethical importance to the campaign's products to try and influence the audience to make a difference. Towards the end of the video, more fast cuts are used to show the process of production and recycling of unwanted clothes as well as people in the street who seem to look troublesome but actually end up donating unwanted clothes to the campaign, showing to its audience that anyone can donate.
Mise-en-scene is used within the video shows multiple places within the fast paced editing, for example there is a party at the beginning and location shifts to a rooftop, resturant, street and inside. This is used to show the different people in different situations, mainly focusing within the young target audience as majority of the people shown in the scenes where young and carefree. This could be interpreted into the idea that young people are more likely to ruin/grow out of clothes (etc), therefore would benefit from donating to H&M's cause as well as checking out its clothing as the clothes have been specifically designed and placed within the video with a younger target audience type in mind. The parts in the video that are highly emphasised to show the natural eco friendly part of H&M's fashion contain all textual elements which work together to create a strong link between fashion and ethics. The mise-en-scene here is contrasting to the others seen beforehand as the shot lingers as well as the scenes taking place in a natural environment of a forest and grasslands to link the eco friendly ethical element and fashion together as one.
