Home Work - Regional identity in Greek yogurt advert

Regional identity is things that stand out to represent a country, region or nation E.G clothes, location, weather etc.In this clip I will pick out the different techniques in order to work out the regional identity of the clip.

In this clip regional identity can be shown through the use of camera shots. First of all there is an over the shoulder shot, in this shot you can see the country side and mountains suggesting the location is somewhere foreign.  There are close ups of the boy’s face showing his reactions to his surroundings. There is an establishing hot showing the foreign style buildings. There is framing through the mother arm so that we know she is listening to the little boy. This could also be symbolic showing that she looks after him and this is her role and he is ‘in her arm’ like a baby would be. Next there is an extreme long shot and action shot as the little boy runs around showing all of the location, with mountains and trees. There is an extreme close up showing the pleased expression as he receives his yogurt. Finally there is a close up of the yogurt to emphasize what the advert is about.

Regional identity can also be shown through Miser-en-scène. There are mountains and unusual trees showing that this is in a foreign country.  The clothing is very traditional and pale suggesting hot weather.  The buildings are light in colour also suggesting hot weather and they are made of stone, which is different to our brick houses.  Hey are dark and bland inside. The streets are small and made of stone, not very defined or modern.  There are no cars or other modern technology. They travel very slowly on horses and donkeys suggesting no rush and no stress. There are animals roaming around the street and no one is angry about it. The people have very dark Mediterranean skin and colouring suggesting Greek or Mediterranean origin.  An old lady is working and not using a washing machine to do her cleaning.  The washing is hanging between buildings suggesting good weather and good relationships between the people in the village.  They are eating Greek yogurt suggesting that they are Greek. 

The sound in the video can also show regional identity. The diegetic sound in the clip includes the boy whispering and shouting showing his foreign accent and language. The bell ringing possibly representing religion as if you here bell’s in our country it is probably at a church. You can hear the lady hitting the rug emphasizing that she is working. You can hear the butcher’s knives scraping together emphasizing how he was going to kill the cow.

Non-diegetic sound in the clip is the narrator summing up the advert. Also there is very Grecian music being played in the background to enforce regional identity.

Synchronous sound in the clip include the gate opening, the boy whispering, the boy shouting in a foreign language, the bell ringing, lady hitting the rug and knives scraping together. All of these create realism for the audience and emphasize what is happening on screen.

In the clip a-synchronous sound in the clip is the phone ringing, this is emphasizing that the clip is set in modern day despite no other use of technology or modernization. This is showing that this is a very secluded and cut off from the modern world.

From watching the video several times and picking out the above details the clip suggests that this advert was probably filmed and set in a small village in Greece.