This advert is able to construct the representation of regional identity through the use of music, lighting, language, and historical context. In this post I will be talking about each of these, and how they contributed towards the overall idea of the advert to trick the audience.
To begin, the music in the advert is very old-fashioned and greek-style, already (so we think) giving us a hint as to where and when the advert is set. That, the use of a slightly grain-like screen created during the editing of this advert, and the way in which the boy is dressed all contribute towards what the advert could be trying to portray.
The lighting and scenery is also immediately shown within the first few shots, which informs us that the advertisement is not taking place in urban surroundings. Also, quite a dull grey day is shown before the boy sees a cow, and gets the idea to let it out, in order to return it and receive an award. We can see that he is happy with the idea because the day brightens as he runs through the town.
Much of the scenery is made to look quite old fashioned, which the audience believes up until the final moment of the advert, where the mother of the boy answers her mobile phone. This twist in the advert is surprising to most people that watch it because of the lighting, language, scenery and music being very old fashioned, so in my opinion, the production and editing of the advertisement was very successful in it's overall aim.
The slogan of the advert 'Unchanged Since 1926' was then revealed, allowing the audience to understand what the purpose of the advert was, and what message it was trying to convey. Also, the yoghurt is shown in a pot, which is another contrast involved, for the mother allegedly made the yoghurt from the cow's milk.
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