Understanding your brand- Buxton Water (Naturally Pumped Up)

Brand Personality
Buxton develop their own brands through advertising, it is reliable. Type setting is real, because the character wearing ordinary clothes, all this can happen to the scene of advertising in our real life. In the advert, a group of elderly people walk to the golf club confidently. It shows the vitality and powerful. The elderly is very attractive in the advert. Many of the scene appears in  this advert, which shows  the product. The aged have obviously contrast with the feeling of energetic.  Buxton's brand personality is energetic and young. No matter what age you are, Buxton also make you energetic and powerful.

Brand heritage

For over 5,000 years our water has been rising naturally up through the rocks of the Peak District and it seems there's no slowing it down any time soon. Buxton Water refreshes and replenishes; giving customers the energy to feel full of life, to make the most out of every day. It’s those spontaneous moments; those unexpected little things in life that give you a lift, a feeling of purpose and make you feel full of vitality and happiness. That’s what being Naturally Pumped Up is all about.

Brand Value
The important ideas behind the brand, through the advertisement, it can make audience feel energetic and powerful. It shows high quality.

Brand essence
Buxton want to tell the audience, "Our water can make you feel energetic and powerful. No matter how old you are.

Hard benefits of the information in this advert is Buxton water quenching a thirst, which is the product's features.  The emotional benefits is perceived to benefit from the product, this advert make audience feel  Buxton  water are different from other water, it can make people feel more energetic.

This advert is the real setting, it establishes time and places at first, the period of this advert is 21th century, because the aged wear modern golf clothes, the car is produced in modern times.The characters in this advert is a group of the aged , they are friends. The lighting in this advertisement is nature lighting, it make character more energetic and attractive. The language is not very important in this advert, because it can through to show the purpose. The colour is warm colour. The music is very important. The intertextual meaning of this advert is Naturally Pumped Up. Giving customers the energy to feel full of life, to make the most out of every day. The connoted of this advert is Buxton can bring energy.

Buxton.

In the advert, a group of older people are driving to the golf course, they bring a case of mineral water, golf courses when they arrive, and they attract people's attention. Water  make them more handsome and charm. The advert uses a dance as the end. Characters are a group of older people. They are energetic and powerful. This advert is set to take on a golf course. Weather may be summer or spring. Because sun is sunny, very warm feeling. Music is very important. Because music can exhibit intense and sustained a shot to the next. When the old man opened the trunk, which uses suspense music; it makes the audience feel the tension and the music so that the audience does not know what they will take out from the trunk. Maybe they'll take out guns. Character costumes are modern standard golf costumes. This advert props is the case of water, first of all, it uses close-up to show a pair of shoes, it shows the tension, the audience does not know who will appear. It uses a low angle to show the elderly is something found in the trunk. Low angle shown the powerful and exaggerated the size of characters. And then the camera move to the water, it uses close up.  It shows the water is very important in this advert. Slow motion is used several times in this advert; it can show the continuity of tension and action.

Cross cutting also used in the advert, when the old man appeared, some people are amazing, they looked at them at the same time, but  all of these have occurred in different places.. The camera slowly moving, the camera movement is pen. The advert also uses eye line matching. While people are not in a scene, we can still know what they are looking at.

There is a  drink water shot about an old man, he is energetic and begins to dance. This advert try to tell us that water can make people energetic, strong and young . It uses the aged to take advertising, They uses energetic to contrast with the aged. It impressed me. Because in our minds, the elderly are weak, they can not dance and be energetic. 

Thinking about TV adverts

                          Thinking about TV adverts

                               https://www.youtube.com/watch?v=YZFA1K3SA2A

The product of this advertisement is beer; the brand of this beer is Carling. In the advertisement, in order to watch the live football match and drink beer .The man decides to escape from the office. The beer entices the man escape. The equilibrium of the advertisement is the man in the office. Then his phone rings, the man’s friend messages him and waiting for him, the man looks out of the window and he decided to escape. The equilibrium was disrupted. The man escapes and finally he fails, this is the new equilibrium. The setting and the story is clearly, audience can understand it easily. It uses linear narrative. The man who tries to escape is the main character in this advertisement. Because he appears many times in this advertisement and the process of the escape is the main line of this advertisement. The music is very important, because it has effect on the next shot; it provides continuity between next shot. And the sound effects may be used to intensify a mood. At first, the non-diegetic sound makes audience the noise in the office. Then the man is get ready to escape, the diegetic is rigoroso and rapidly. It makes audience feel tension. When the man is escaping, the volume of the background music becomes very drastic; it shows the tension and provides the continuity from one shot to the next. The setting of this advertisement is in an office, through the man’s watch, we can know it maybe happens nearly five o’clock in the afternoon. The setting of this story is real. The mise en scene of this advertisement shows this man is in the office, the period of this advertisement is 21^st century, because through the costume of the main character and the technology. Audience can know the relationship between the man in office and the man downstairs. Maybe they are friends, because they want to watch the live football match together. The man in the office is very clever, in order to avoid met by the boss, he use the iron to help him escape and use the paper plane to press the button. The lighting is natural lighting. The advertisement use slow motion to lengthen the durations of action has dramatic effect. Use selective focus. When the man starts to escape, a scene use low angle, it exaggerates the size of the character, make character more powerful and dominate the shot. Use canted and Dutch angle, subject creates diagonal line through frame, show the imbalance, loss of control. It uses steadycam tracking shot. This advertisement use eye line matching many times. And it uses matching on action, audience just know the man in the elevator, and he arrived first floor, it ellipsis the process in the elevator. This advertisement mainly a man wants to watch a football match with his friends, in order to evades his boos, he decide to escape, finally he fails. But I think I will not to buy this beer, because it seems the beer does not have any positive effect.

https://www.youtube.com/watch?v=TkHA2pf1gvc

The product of this advertisement is coke-cola. The man in the wild space, he is sleepwalking, he walk through the animals, river crossing, and finally he gets to a cubby house, then he opens the refrigerator and gets a cola. At the end of the advertisement, he drinks the cola happiness with an animal. The cola in this advertisement make audience feel happiness, tranquility. The man in this advertisement lives with many animals, and all the animals are his friends. All of this makes audience feel peaceful and warmly. The cola can bring happiness and it is the best choice in a muggy night. The narrative. The equilibrium is the man sleeping, when he sleepwalking, the equilibrium was broken. Finally, he find the cola and drink the cola happiness, it has a new equilibrium. The main character in the man, because in this advertisement, there in only one human. And the man appeared many times, the story is run through this man sleepwalking. Through the animals, the boat and the cubby house, audience can know that setting of this advertisement is in a wild space, it maybe in 21^st century. The music is very important, because the non-diegetic sound of the animals shows the environment. Audience can know the man is in the wild space. And when man begins sleepwalking, the diegetic music makes audience feel lively and funny. The music can continuity one shot to the next shot. When the man walks in the edge of the cliff. The camera angle is high angle, it can emphasize the panic or fear, make audience feel tension. The camera movement is Steadycam. And it uses deep focus. At the first, the scene of this man, it uses BCU to shoe the man’s face. He is sleeping. It also uses long shot to emphasis of environment and space. It uses eye line matching in the advertisement. The message in this advertisement is the coka cola can bring you happiness; it can make you feel happy and cool. The advertisement uses the relationship between natural and human. It shows the peaceful coexistence between human and natural. Make audience have can accept this product more easily. I think I will buy this product, because this advertisement made me feel this drink is good, this drink is a good choice in summer.