Total Greek Yoghurt Advert - Textual Analysis

Textual Analysis:

The Total Greek Yoghurt advert contains several aspects which illustrate its regional identity. At the start of the advert, the initial shot is a medium shot of a young boy walking through a gate and in the distance a mountainous landscape is visible. This could also be considered as a establishment shot. The landscape demonstrates that this advert is set in a foreign country as the setting has desert like features. The lighting also suggests that the advert is set many years ago. The fact that the when the boy turns round and the shot changes to a close up of a cow, it could be considered that this is his pet. Therefore making the audience position the advert in a foreign environment. 

This next shot reveals the boy running back towards his house which looks very old with shutter windows; adding the feel of the location. The next few shots include a conversation between him and his mother, their dialogue is evidently not English but its actually Greek. This ensures the audience that the advert is set in Greece. Another way in which the regional identity is displayed is through the appearance and costume of the boy. He seems to be wearing a seemingly old and tattered shirt with a white vest, shorts and worn out shoes, this shows how the area is quite poor due to the state of his clothes. 

 
The next shot uses a lower camera angle to give the viewer the feel that she is in a window above him and also gives a sense of authority to the mother as she is placed above him both in the hierarchy and in the advert and this is very effective. Once again the shutter windows are visible which add to the setting to portray that the video was set many years ago.

The use of props if very effective due to the inclusion of icon objects associated with a typical Greek village. The man riding the horse along side the fields provides the audience with further insight to the location and introduces feels of loneliness or isolation. The bell also relates to the regional identity as it is iconic and associated with places with intermediate technology. Emphasising that the advert is set many years ago. The man ringing the bell in the advert is also very old which implies the old time scale. The other shots are very effective in illustrating the setting of the advert and demonstrates the time period in which the advert is set through the style of the buildings. Throughout the whole advert there is a soundtrack which is seemingly Greek, this authentic choice of music adds to the regional identity and also allows the reader to understand the setting.

                                       

In the final moments of the advert we are taken between time periods back to the present. This is apparent due to the phone ringing as phones weren't being used in this period. This action then relates to the text on the screen and the voiceover in the background illustrating 'Unchanged since 1926'. The viewers are now given a specific time period to refer to the advert with. The words 'Unchanged since 1926' suggests that despite the generations continuing, the product is forever the same and consistent.