Representation of Time

The sections
1. In the bread shop - Victorian Times
- Costume: baker in white puffy hat, young boy in victorian flat cap, neck tie, 'breeches', old man, very victorian dress, wasitcoat, long tail coat, top hat in hand - signifies victorian times.
- Location: Bread shop very old fashioned, bread on wooden shelfs behind baker - clearly not modern day.
- Props: Loaves of bread shelved, large wooden box. Bread not stored/transported like that nowadays.
- Music: Light hearted, jolly, upbeat piano piece. Creates light hearted mood. Relaxed.
- Dialogue: Up north 'Here yerh goa lad ,' Definately in north england.
- Sound: bell rings as old man enters shop - very old fashioned - victorian.
- Camera Work: Backward track, allows us to follow the boy and see his face as he leaves the shop
- Editing : All one shot. Focuses on the boy, does not cut away to the baker or old man as he enters. The boy is our main area of focus.

2. Cart - Still Victorian Times... hat comes off TITANIC POSTERS - sets the time period, early 1900's
- Costume: boy in victorian flat cap, neck tie, 'breeches', hat comes off as he moves into more modern times.
- Location: Victorian Street, crowded, busy, narrow, dangerous, horse and cart, no cars, everyone else in old dress
- Props: Horse and cart, pig hanging up in butchers shop, titanic poster - reinforces idea of early 1900's - not as we live today.
- Music: Light hearted, jolly, upbeat piano piece continued from bakers. Mood maintained.
- Dialogue: None
- Sound: crowds mumering, general street noise, horse neighing. Diegetic - brings us in - makes it seem real.
- Camera Work: Some still shots, but lots of pans to follow his running, gets viewer involved.
- Editing : CU on face to see boys shock at the horse. From MLS to LS, allows us to see the location properly.

3. Womens Riots

- Costume: old fashioned dress, especially noticable on the women - long dresses, hats, long coats etc
- Location: Wide street, plenty of space for the protest, clearly Britain, well off area, posh houses, quite rich women rioting - signified through costume. Man's costume looks expensive too.
- Props: banners, placards, let us know its the Suffrage movement.
- Dialogue: None
- Sound: Protesting
- Camera Work: Quick pan as he runs, draws us in, makes us feel like we're there
- Editing : CU of women, still focuses mainly on the boy tho, ends with HA LS, allows us to see the location and extent of the movement. Makes us truely proud :)

4. Soldiers
- Costume: Soldiers, WW1 - young actors, evokes sympathy and realisation of the horrors of WW1. All these young men marching to their death.
- Location: Very British Street. Crowds of people waving of the soldiers, offering their support. Makes you feel proud to be British. Heightened by the salute.
- Props: Rifles, soldiers bags and hats,
- Music: Violins come in - sinister, sad undertones
- Dialogue: None
- Sound: marching feet

Street with car, we are moving into modern times, pan, follows the boys movement. Characters dress are late thirties early 40's.

6. War
The music changes. Single chords, sollem, quietens, hushed, in respect for those who lost their lives, reflective.
Location: Bombed area, clearly WW2, Broken families wander the streets
Props: WW2 fighting plane, portraits, the radio, broken furntiure strewn in the street - depicts the tradegy of the time.
Sound : THE RADIO, Churchills famous speech " we'll fight on the beaches, " makes us proud of Britain, soliders were heroes who faught for our country. Plane flying overhead.
Camera Work/Editing: Close up on radio, and the plane, and the broken families. Less focus on the boy here - very important message being put across.

7. Coronation Street Party
Music: Suddenly up beat again.
Location: Brightly lit street, wide enough to cater for large table and many children.
Props: Lemonade - a cheerful image, also very 50's, (Enid Blyton) Bright table cloth, Crown - signifies queen coronation and not VE day. British flags hanging in between the houses, Flowers on the table. Very happy, joyous atmosphere represented.
Costume: Boy dressed up as a pirate, shows that this was a fun period, playful, completely contrasts with the harsh sollem atmosphere created in the WW2 clip.
Camera Work: again, mostly pans, follows the boys path.
Sounds: Chatter, laughter

8) The 60's! Girls and Football 'CHAMPIONS'
Costume - Very important, represents the 60's. Mini skirts, coloured tights, hair styles, red boots. Also, the boys outfit changes, 60's sweater and coat.
Dialogue - "CHAMPIONS", England winning world cup in 1966!
Props - British flags in car, the type of car that would have been driven in the 60's. British flags are important, i think Hovis were trying to appeal to all, best of Britain, not best of England.
Sounds - Car horn
Music - guitars come in .... the change in time is not just represented through the visuals, but through the music too. Shows the progression of music - use of guitars in pop music - i.e the Beatles.
Editing - Cuts to inside of the car, we can see the boy running down the street from another angle, shows British flags hanging up in the house windows, a more intersting way of following the boys path. Also, low level of the boys legs as he runs, a quick pan, he's moving quicker now, building momentum.


9)Street with Asians and TV Shop
-The 1973 Racial Discrimination Act, this is represented through the Asian Couple.
-The tv shop shows the progression of technology through time.
Music - Guitars continue
Props - Tv's
Costume - Boy now has a '70's collar'

10. Cole not Dole strike/protest the 80's
Music - Stops again. Allows us to hear the rioting and the man, 'Ay lad, Is it past your bed time' Again, signifies we are up north,'
Sound - Sound of protesting. Rioting.
Props - Police outfits, plastic shields etc
Location - near water, if my geography/history of mining was better i could decipher where it could be. Newcastle?
Costume: police costumes,

11. Fireworks
Location- London, the milleunium!
Music - more instruments added, quite 'pop' and modern. Shows transition of time.
Camera Work: Pan, following the boys path.

12. Home
The kitchen is rustic and very wooden, and this could be because Hovis are trying to say that they only use natural ingredients etc.
Music stops - its the end of his journey 'through time'
It's clearly in modern times, boy is wearing modern clothes, kitchen is brighlty lit, music reverts to positivity.

13) Narrative/Story development through whole advert
Costume, props and location are the main signifiers of time. It's intersting, because all other sections clearly represent sepcific moments in time, however the fireworks could be from any period of time. But the viewer works out that it's the milleunium due to the narrative before this, as it is clear that the boy is travelling through time and the connection is then made between London, fireworks and the milleunium.