As a tribute to current events, I really wanted to choose the video at the following link instead, but I had a hard time tying the elements of the video to the five areas of analysis. I'd be surprised if you hadn't seen it already. It's a good one. (P.S. this intro doesn't count towards my 700 word limit!!)
http://www.metacafe.com/watch/1501631/banned_vw_commercial/
Now, back to the point. Lets talk some shiny, new Nissan Armada.
Production Elements: Lighting - The difference between the dimly-lit and bright areas shows the intent of the creators.
The foremost beacon of light is the vehicle itself. Through the crystal-clear glass, the Armada draws the viewers eye immediately. It outshines the rest of the scene to ensure the product gets immediate exposure, regardless if the full concept of the ad escapes the reader or not. As long as the reader walks away thinking 'Nissan Armada', the ad has succeeded.
The lights within the emergency case completely encircle the vehicle from all sides, above, and even underneath. Vaguely reminiscent of the glowing tiles made famous by Michael Jackson's Billie Jean music video, the Armada sits atop of a pedestal of wonder. The all-consuming lights give the appearance the product is a valuable treasure on display for the world to bask in the sight of such a beauty. At the same time, the power of such an illuminated treasure must be dangerous to wield. That must be why this vehicle is reserved for emergencies, or adventures.
The second most notable mass of light is in the far distance. This lighting effect gives the impression that while we are in such a dark, desolate expanse, there exists a land of light. It is not within arms grasp, nor is it in walking distance. It is reachable, but you need the proper tools, such as an Armada, to cross the chasm. In fact, it is undeniable. Where we stand is a barren wasteland. There is no other alternative but to journey to the city of light. Enduring another night of nothingness cannot sustain you. You must adventure. You must break the glass.
The third notable lighting element is the person in the advertisement. The side facing the Armada is brightly lit. The intensity of the radiation is so great certain parts of his darkly-colored jacket appear white. Meanwhile, the rear side of the person is as dark as an eclipse. As it should be. The light contrast from a darkening sky compared to the flashlight of the Gods that is the Armada, should make all other nearby light sources minuscule in comparison.
In addition, whether it was designed for this purpose or not, the light on his face, combined with the fluff of his hair brings another image to mind. The power of the treasure; the life-saving device; the Armada, is so great the air about the case is charged with it's presence. For, truly this is a miracle of wonder.
Production Elements: Non-Verbal - I have found a variety of ways to interpret the representation of the person in the ad with regards to non-verbal gestures.
The first, and most likely intended effect of the character is for the reader of the advertisement to project himself into. He see's the brilliant car and the city of lights in the distance. He's inches away from the mallet to unleash his adventure. Soon, the reader will be in that Armada and on his way to fun and excitement. Tally Ho for another sale!
But, note that the character isn't standing with pride. His hands are thrust into his pockets as if to say "Gee. That would be fun". He's not reaching for the mallet, even though a single weakly swing would shatter that glass. Perhaps he's debating the need for adventure. Here is where the creators of the ad have gracefully given you an opportunity. In this fool's moment of hesitation, you can be the one to unlock the raw power of the Armada. After all, adventure doesn't wait around for dreamers.
At the risk of going over my limit, I must stop here.
