9. Visually: the same Sound-wise: exclusion of Visual linking: elaboration 00:26- represented participants in a diegetic sounds. From the of the same represented 00:28 kitchen. They are cooking close-up and medium participants. The purpose dinner. close-up perspectives, the is to emphasise the shot viewer would normally be and describe the Verbally: voice-over: able to hear the mother/child relationship ‘…is an opportunity to change the conversation between the in more details. world…’ mother and the child. However, it is not their Visual text appears: conversation but their Wind actions which are in focus. power is an opportunity to change the world we live in 10. Visually: an electric drill. Visually: ECU, low angle, Rhythmic units: focus on 00:28- of the drill. the functional benefits of 00:29 Verbally: voice-over: Vestas again (as in shot ‘…we live in.’ Verbally: represents no. 5). ‘we’ no-one in particular but Visual text is repeated from includes both the sender the previous shot: and the viewer. In that Wind way, sender and viewer are power is an opportunity to positioned as part of the change the world we live in. same group. 11. Visually: a Vestas employee Visually: MCU, horizontal Semiotic structures: 00:29- is working on the top of a angle, of the Vestas Vestas’ logo has been 00:33 turbine. Associations employee. He is focused shown two times in the and on his work and there is no visual mode and presented ‘professionalism’ interaction between him two times in the verbal ‘security.’ and the viewer. mode. Thus, the link to Verbally: voice-over: Vestas’ brand is divided ‘…and Vestas’ wind turbines already equally between the two generate…’ semiotic modes.
9. 00:26- 00:28 Visually: the same represented participants in a kitchen. They are cooking dinner. Verbally: voice-over: ‘…is an opportunity to change the world…’ Visual text appears: Wind power is an opportunity to change the world we live in Sound-wise: exclusion of diegetic sounds. From the close-up and medium close-up perspectives, the viewer would normally be able to hear the conversation between the mother and the child. However, it is not their conversation but their actions which are in focus. Visual linking: elaboration of the same represented participants. The purpose is to emphasise the shot and describe the mother/child relationship in more details. 10. 00:28- 00:29 Visually: an electric drill. Verbally: voice-over: ‘…we live in.’ Visual text is repeated from the previous shot: Wind power is an opportunity to change the world we live in. Visually: ECU, low angle, of the drill. Verbally: ‘we’ represents no-one in particular but includes both the sender and the viewer. In that way, sender and viewer are positioned as part of the same group. Rhythmic units: focus on the functional benefits of Vestas again (as in shot no. 5). 11. 00:29- 00:33 Visually: a Vestas employee is working on the top of a turbine. Associations ‘professionalism’ and ‘security.’ Verbally: voice-over: ‘…and Vestas’ wind turbines already generate…’ Visually: MCU, horizontal angle, of the Vestas employee. He is focused on his work and there is no interaction between him and the viewer. Semiotic structures: Vestas’ logo has been shown two times in the visual mode and presented two times in the verbal mode. Thus, the link to Vestas’ brand is divided equally between the two semiotic modes.
Vestas__app._2.docx