Gilette advert analysis

-Language: Technical, visual, Audio codes (Camerawork, Mise en scene, sound, editing), Narrative, Genre....
The advert immediately begins with the lyrics "you're looking sharp", this grabs the audiences attention who may being watching tv or passing by on the street, also it is linking to the product itself which is a razor which as a buyer you want to be sharp. The next line says "you're looking good", the repetition of the personal pronoun you're is addressing the audience therefore making the advert more relatable and efficient fro the company. By them using the lyrics "we know how to make, the most of who you are" gives the impression that they know you and are looking out for you so you do what is best. All of the words they have used in this context have positive connotations, such as 'sharp'and 'good' which affects the way that the audience portray the product.
There is no conversational narrative during this advert, however there is narrative at the end of it giving information about the product which I feel gives the best overall effect. Each of the scenes show the man as a family man who is ideal and the idea of the 'perfect' person which every man can be is they use Gillette.
The mise en scene is very standard throughout so that it can attract the target audience which is everyday regular men, these have been targeted by the use to simple costumes, low amounts of makeup, high key lighting, minimal actors and everyday settings such as parks, houses and sports grounds. The camera work is also simple and just uses frames which cut and follow the journey of the man.

- Representation: Stereotypes, Encoding/Decoding, Contexts...
The advert consists of a stereotypical  family, mum, dad and child. The mum is a stereotypical woman who has the responsibilities of housewife duties, looking after the children and doing everything for the man, such as tying his tie. The dad (The male character) is a stereotypical traditional man, strong, intelligent, role model etc. The child is a stereotypical kid, looking up to his dad, wanting to copy him etc. It appears that the family are reliant on the dad to earn the money and ultimately make the decisions for the family which is the typical stereotype, The context creates is that the family life has improved all thanks to the product.

-Audience: Categories, Mode of address, Response, interaction...
I get the impression that the target audience fro this product are middle aged men who have a family, probably in the A, B, C1, maybe C2 category. This is represented through the male character who is the ideal target audience  and suggests that if you don't look like/ feel like him you need to use Gillette and your life will improve and you will have the dream lifestyle. They have integrated with the audience by the use of personal pronouns which are directly addressing the audience, for example 'you' and 'your'.

- Application of theorists...
The theory that applies to this advert would be Stuart Hall and his Reception theory as they would want the viewer to be the dominant audience, the theory that they should believe that if they use this product then they will be the best and their life will change for the better. Other parts of this theory include the negotiated audiences where they believe that the product will be good to use but it wont affect their life as drastically as shown in the advert or the oppositional audiences where they believe that the product wont help them at all and there's no point in buying it. The producers of this advert would hope that most of their audience would be dominant viewers.