Persil: Small and Mighty
The first shot in this advertisement shows a bottle of Persil small and mighty, on a table, in a pristine, bright white room. The cap pops off, falls to the ground, and explodes, throwing clean clothes of all types all over the place, in a pattern similar to a fireworks display. The fact that the clothes are for children and adults, both male and female could indicate that Persil’s old family values are still shining through. However, the majority of the clothes exploding from the cap are in fact, female; indicating further that the act of cleaning is dominated by women. I believe that the target audience for this advertisement, and for the whole Persil range, is young mums, aged in their late 20s or early 30s, purely because the advertisement follows every other, in that it follows the ‘nurture’ advertising technique, and promises a benefit.
The advert starts off slowly, but after about 5 seconds, it begins to move off into rapid fire cutaway shots, showing clothes flying off in all directions. I like the style of the advertisement because it displays masses of colour over the top of pure bright white, which when displayed in high definition looks great, and is really eye catching.
There are no characters in the advertisement; the only thing in the advert that remotely resembles a character is the cap of the detergent, which leaps off the table, and into position, before exploding. The lighting is very bright, indicating that the room is remarkably clean, subliminally claiming a promise of benefit.
The camera angles are very varied, but mostly wide, and long shots to show how large the explosions of clothing are. But, as with every other Persil advertisement ever to have existed, it ends with a mid shot of the product, on top of a table, or kitchen worktop, with a slogan running along the bottom of the screen.
Distinction 3.2
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