HOW DOES THE VIDEO FOR H&M'S 'BRING IT ON' CAMPAIGN PROMOTE H&M AS AN ETHICAL FASHION RETAILER?
This H&M campaign uses fast-paced editing throughout, cutting from scene to scene; representing the fast-pace which the fashion industry is commonly known for. Though as well as this, the overall video refers to the importance of recycling your clothes. By promoting this video, H&M's 'Bring It On' campaign is becoming recognised by a wider audience, making it known to more people the ethics which the brand believes in. For many, this promotion is very appealing as the need for recycling is becoming greater; furthermore some members of the audience then may chose to shop at H&M as they are representing themselves as ethical, with clothing being made from recycled fibres.
The video begins with an establishing shot of a party setting. Here the lighting is low, with the people included shown as silhouettes in the darkness. Similarly, the diegetic sound within this scene, the singing and the base of the music also represent a party environment. Within this scene, the overall mise-en-scene is continued through the reminder of the target market, with the models used all fitting into the same age bracket, of young adults. Specific shots are used within this opening scene, helping to add detail to the setting, zooming in on specific details. For instance, the shot cuts from the initial point-of-view shot, overlooking the party, to a close-up, focusing on a character with their arms waving. As this cut is made, the narration of the advertisement begins with the words 'bring it on'.
This narration lasts throughout the entire video, helping to narrate the visuals on screen. The non-diegetic sound is edited over the top of the existing soundtrack, making it clear to hear and understand. The narration is presented in the form of a poem, however can sound almost like a rap piece, which fits with the stereotypes of the target audience.
The last two shots of the initial party scene show the same model. The close-up shot shows her sliding across a wooden floor in 'torn stockings', narrated by the voice-over. This then cuts to a low-angle shot of the model dancing in a party dress. The use o this low-angle shot creates the idea that the model is dancing on a raised platform, like a table for example; again, helping to continue on the young appeal.
The video then cuts to the next scene, using a shot-reverse-shot to show a couple sat eating at a table. The non-diegetic sound of the narrator then states 'the stained t-shirt'; meanwhile the visual shows the male model drop his plate onto his t-shirt, the camera angle zooming in on this action. The audience then get to see the reaction of the female he is sat with, before cutting back to him, their reactions enforced by the added diegetic sound of laughter.
The next setting for the video shows a female model in a bedroom environment. This is made up using The fast pace of the editing from scene to scene results in the narrative being continuous in this section of the video. The voice-over states 'the discoloured panties', while the
tracking shot zooms towards the model, emphasising the 'panties' she is wearing. This is then continued through a further two cuts, firstly to her face, allowing the audience to relate to her reaction of finding worn out clothing. Then, the second shot shows the model through a mirror looking at her clothing. By using this type of shot, it helps to add depth to the video, making the shots used separate from each other.
The following scene shows a quick shot where the camera stays still, filming a hand throwing a 'lonely sock' across the shot.This scene has a different aesthetic to those previous, as the setting seems less natural, the clear use of lighting also adding to this, casts a shadow behind the sock as it is thrown across the shot. However, in comparison to the aesthetic, this scene may be relating to the act of casually throwing an odd sock towards the wash, an act which is well-known with the audience.
This narration lasts throughout the entire video, helping to narrate the visuals on screen. The non-diegetic sound is edited over the top of the existing soundtrack, making it clear to hear and understand. The narration is presented in the form of a poem, however can sound almost like a rap piece, which fits with the stereotypes of the target audience.
The last two shots of the initial party scene show the same model. The close-up shot shows her sliding across a wooden floor in 'torn stockings', narrated by the voice-over. This then cuts to a low-angle shot of the model dancing in a party dress. The use o this low-angle shot creates the idea that the model is dancing on a raised platform, like a table for example; again, helping to continue on the young appeal.
The video then cuts to the next scene, using a shot-reverse-shot to show a couple sat eating at a table. The non-diegetic sound of the narrator then states 'the stained t-shirt'; meanwhile the visual shows the male model drop his plate onto his t-shirt, the camera angle zooming in on this action. The audience then get to see the reaction of the female he is sat with, before cutting back to him, their reactions enforced by the added diegetic sound of laughter.
The next setting for the video shows a female model in a bedroom environment. This is made up using The fast pace of the editing from scene to scene results in the narrative being continuous in this section of the video. The voice-over states 'the discoloured panties', while the
tracking shot zooms towards the model, emphasising the 'panties' she is wearing. This is then continued through a further two cuts, firstly to her face, allowing the audience to relate to her reaction of finding worn out clothing. Then, the second shot shows the model through a mirror looking at her clothing. By using this type of shot, it helps to add depth to the video, making the shots used separate from each other.
The following scene shows a quick shot where the camera stays still, filming a hand throwing a 'lonely sock' across the shot.This scene has a different aesthetic to those previous, as the setting seems less natural, the clear use of lighting also adding to this, casts a shadow behind the sock as it is thrown across the shot. However, in comparison to the aesthetic, this scene may be relating to the act of casually throwing an odd sock towards the wash, an act which is well-known with the audience.
This setting then cuts to the next shot that gives off almost the opposite affect, with the mies-en-scene of the shot representing the
'washed out dress'
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