Clio Awards Advertisement- The Mechanic

                  Target Audience- teenagers and above 

Why Clio chose this advertisement- I think Clio chose this award because it's very clever, funny and creative. It took a while to get but once you get it, it makes a whole lot of sense.
 Elements

1. Symbolism- there is a KFC bucket facing towards the audience with their famous slogan- finger lickin' good. The mechanic's hand is big to emphasize the fingers. The mechanic has dirty hands, but when he eats KFC, it's so delicious that he licks his finger. That's how thw KFC bucket and mechanic symbolize each other.
2. Body Language- The mechanic is looking away from the camera with his back because how he looks doesn't matter, it's all on the fingers. He has his hands layed down on the table and close to the camera.
3. Camera angles- The camera shot is not taken from above but kind of down low. It's also taken from the middle of everything. The camera is also up close.
4. Special effects- They made the hand and the bucket bold but the rest of the picture is all blurry. They zoomed out of the scene and put the bucket and hand closer. The hands might have been painted in black but not have been used by oil and grease.
5. Lighting and colour- There is a bit of light at the pillar and where the mechanic is looking at. It might be the sunlight or an overhung t.v. Everything in the ad is dull and colourless, but the bucket is the only that is red so people will drow their attention to it.
6. Beauty and social standing- There's not much beauty and social standing. In advertisements, espacially for clothing, they have a young, nice-looking model to pose for the item. They usually stand and put their hands on their hips and strike a pose.
7. Layout and graphics- The layout is simple and  is like a normal picture. There is a mechanic with his hands on his table eating some chicken from the red KFC bucket. The only graphic in this advertisement is the logo for KFC on the bucket.