Textual Analysis for H&M's Close the Loop campaign

"Wear a short skirt after 40"- In this scene, there is a close up of the lady, to show that she is old. Then the camera pulls away into a high angle shot, this is to show all the ages and ethnicity together. This scene has a lot of emphasis on the old lady as she is the main focus if it, as she is laying on a bed with white sheets, when she is wearing black clothes, with a big gold necklace. It suggests that she is liberal and progressive, meaning that she is open minded about ages and ethnicity.It also suggests that the H&M as a retail shop has no barriers between ages and ethnicity.

"Try to hard"- In this scene there is a white woman, who has a lot of jewelry on and and clothing that make her stand out, as she is doing an everyday thing. They use a low angle shot, to make her look like she is in control, it also makes her look like she is confident and composed. We then see a close up of her face and we can see that she is wearing bright red lipstick. It could have been any other colour lipstick but she decided to wear red. The colour red has a very high visibility, so it is like the woman chose it so people can pay attention to her. The colour represents joy, sexuality, passion, sensitivity, and love. It is also a symbolic sign of femininity and strength.

"Wear a hat indoors"- In this scene, there are two black women, who are walking into a restaurant, even though we cannot see their facial expressions, we can tell from their walks that they are in confident. Then there is a long shot, where one of them is sitting down and the other is standing on the chair, making her look like she has authority. We can see how there are two people in the hot wearing white, whereas the two black women are wearing black, but they have things that make them stand out, such as the red hats and the white/black sunglasses. We can see that they are looking straight into the camera, more like they are looking at the audience, which makes them look like they are superior to everyone else in the shot.

"Dress like a man"- In this scene. there is a woman who is crossing the road, more like she is modelling while crossing. But the thing that catches the audience's eyes is that she is wearing men clothes. This is significant because it suggests that fashion has not rule on what type of clothes people wear, whether the clothing are for boys or girls. At the end of the scene she makes a facial expression, this might suggest that even if she is a girl, she can still wear men's clothing.

Textual Analysis

Through the whole video campaign, there is non-diegetic sounds. These are sounds that the actors in the video cannot hear. There is a voiceover, which sounds more like a narrator. The narrator is Kate Tempest, who is a performance poet. In this specific video campaign, you can hear from her voice that she is performing a poem. While she is talking there is a soundtrack that is being played in the background, the soundtrack goes really well with the narrator's voice, as if there is a rhythm going on. 

There is also some diegetic sound, these are sounds which has a source on-screen, for example, in some of he scenes you can hear the ripping of the clothes which are worn by the actors. In the forest scene where there is a girl leaning on the tree, you can hear bird's songs and leaves, these are synchronous; which are sounds that are expected with what is being viewed. This scene is much slower that the other scenes, as if it was done deliberately to show the ethical side of the campaign. 

In the scene where there there is a boy and a girl in a restaurant, there is a smooth tracking shot showing the boy the who has spilled his food on his white t-shirt. There is another smooth tracking shot at the very beginning of the campaign, where there is a girl who is sliding towards the camera, but the camera is also moving to her smoothly. There is also some long-shots and close-ups, the main shots are when there is a girl in the middle of the street wearing a dress that stands out. Then when there is a guy who is wearing the same dress, we are shown a close up of the guy's chest hair.

The video campaign has a lot of mise en scene, such as props. The props that are use in this video are mostly clothes and most of those clothes are taken to clothing factories, so that they can make more clothes out of them. At the very start of the video, there are balloons, this is so that it set the scene of the party. We know that it is a party because there are people dancing, and also because of the balloons on the walls. There are quite a few locations, such as houses, the lake, forest, restaurant, beach and the streets. This video clearly shows the fashion conventions and the ethical conventions of the campaign. Mainly every model shown are people who are the same ages as the target audience, this is so that the target audience can see their age groups recycling their clothes, so they will automatically decide to the same thing as them.