So firstly, the way that ethical fashion is highlighted in the H&M video is through an array of features hat are present in the video. Upon analysing the sound used in the video we see there is a substantial mix of Digetic and non digetic sounds used to enhance the video. Firstly, the most obvious sound present is the music (Non-digetic) which is a rather quaint yet uplifting form of electronic music, highlights the feeling of making the world better by recycling and avoiding pollution by being fair-trade. This music also works in harmony with the video and when the cinematic shots come on screen, the music slows down and so this enhances this idea of beauty in fashion and the wonders you can have from recycled clothes. The next most obvious sound is the voiceover which overpowers the music in a subtle yet suiting way. It is clear that it is presented in a poem form and the audience is firstly met with this at the start when it states 'Bring it on'. Poems tend to be used to make a statement, and we see this is the same here as rather than a simple narrative or visual text to make the point, a poem truly speaks to the audience. Finally, the digetic sounds used are useful as they provide the connotations of fair-trade fashion. FAor example, when in the forest and the music is slowed we hear the sound of birds which clearly refers to nature and so emphasises the idea of fairtrade.
Upon analysing the camera work of this video, we see that it works in a specific way to portray its message. To begin with, we see the use of several close ups throughout is done to try and show the clothes in detail and show the viewer the fashion side of each. When they are going through the quick shots of very plain things however the camera work is simple and nothing special, however on the slower shots such as the beach shot we see the camera work is very professional in order to look the most appealing. You see the sun setting in the background whilst the woman is filmed walking to the ocean and looking out - suggesting freedom and how they are fighting for what they want - ethical fashion.
Next, the mise en scene that is present in the video is also something to be noted. The clothes used in the video were of a certain kind aswell as the actual people used in the video. We see that many of those in the video are of a younger age which is clearly done because H&M has younger people as their target audience, meaning that by showing other young people it would appeal greatly to their target audience. However, at one shot we see an elderly woman lying on her bed though this shot is presented by two younger people, possibly suggesting that younger people are leading this campaign and presenting it to the elderly. Moving to the clothes however, we see that they are all of a certain type which is that they are quite loose fitting and free summer clothes - again highlighting how freedom is what they want and that by partaking in this it can make you feel free and good. The fact the clothes are summer related is done purposely as it brings people happy memories of summer and so brings this good feeling to those watching the video. Once again the fact of summer relates to nature and so pushes the idea of the fashion being ethical.
Editing: This is the art of assembling shots together to tell the visual story of a film. they are an important crew member in any film because they essentially give the final shape to the film.
Cut: Most basic and common type of transition. A cut happens when one shot instantly replaces the other - so they are widely used. Cuts are essential for the effects of juxtaposition. Cuts are mainly used for a technical need, thought the abrupt replacement of one shot by the other demands an interpretation from the view.
Fade in/fade out: These are the second most common type of transition. Fade outs happen when the picture is gradually replaced by black screen or any other solid colour. Fade outs tend to be used to conclude films. Fade ins are the opposite, and a solid colour gradually gives way to a picture.
Dissolve: This happens when one shot gradually replaces the next - one disappears as the following appears. For a few seconds, they both overlap and so both pictures are visible.
Wipe: these are dynamic and happen when one shot push the other off frame.
Jump cut: Shows the passage of time or to add a level of urgency to a scene. they are used in montages.
Match cuts: Moves from one shot to another by matching the action or the composition to link the two together. They are often used as transitions to allow a character to move location or time.
Invisible cut: Hiding a cut within the action so the viewer is hardly aware of the cut.
Cross cutting/parallel editing: This is alternating two or more scene that often happen simultaneously but in different locations.
Ellipsis: This is both a narrative device and also the most basic idea in film editing. It is the omission of the section of the story that is either obvious enough for the viewer to fill in or concealed for a narrative purpose, such as suspense or mystery.
L cut/J cut: Edit transitions from one shot to another, where transition of the audio and video happen at different times. In l cut audio from previous shot carries into next shot. An l cut audio for next shot begins before visual starts.
