Bread Shop
Baker is wearing white. Boy is wearing old fashioned cap.
Evident that this section is set probably in the 18th century.
Horse and Cart
Another establishment of the setting were this was main transport.
Hovis Bakery comes into shot here.
All the while he is running and escaping, the loaf of bread is in shot, tucked safely under his arm.Women in March
Mise en scene includes Titanic posters.
Women marching for sufferage, so we now know we have moved forward to 20th century.
Costumes help to clarify this, as dresses are long and worn with bonnets.
Possibly Victorian age.Soldiers
The marching soldiers in their uniforms show that the setting has changed to the War period.
This is reinforced with the changed of female costume; girls are shown weraing shorter dresses and hats with long ribbons on them.Street with Car
The purpose of the shot including the car is to emphasise the change of age. People have moved on from using horses as transport, to using engines.
Costume here is important, also as a drastic change is shown in women's fashion. The lady in this shot is much more fashionable, wearing a shorter skirt and modern hat.War - Bombs, people passing and planes
As the boy comes through the alley, he reaches a destination which has clkearly been struck by the war.
Mise en scene now shows destruction and rubble. People look disheartened and costumes are of duller colours.
However, Winston Churchill's speech can be heard on the wirless through the window he passes. This is an important part of the advertisment because it is very patriotic and will have a meaning to lots of people watching it.Street Party
Clearly the war is now over. Flags and Union flag colours decorate the streets (Patriotism again).
People are clebrating and rejoicing. Colours now much brighter.
Summery setting.Girls/Footballers
When the boy leaves the street party he comes to two girls wearing mini skirts with their hair in quiffs.
Hairstyles and costumes establish that we are probably now in the 1960s.
The car full of football fans is yet another way to set the time period. Football became increasingly popular over the last four decades.
A car is shown again. This time the design is much more compact and modern, showing the evolution of the machine.
Again, patriotism is clearly depicted as the car is draped with union flags.
Street with Asians and TV shop
The next section we see shows an asian couple walking past a Television store. The woman is wearing a sari and the couple both look like they're new to the surroundings. This tells the audience of the advertisment that we have now reached a time when immigration to Britain was common.
The significance of the TV shop is to show that television sets were now becoming commonly used household items - another breakthrough in British history.
'Cole Not Dole' Protest
This strike firmly places us in the 1980s, when the miner's strike took place.
The police are shown in this section, showing that the police were of more importance at this time than they had previously been.
Dialogue is also significant as a man shouts: 'Hey lad, isn't it past your bed time?' This could signify a change in people's attitudes towards children or the developement of society in general.
Fireworks
Having run through a much more clean, modern looking neighbourhood, the boy runs passed a river's edge, where there is a firework display.
The music has continued to build up until this point and is now reaching its climax as the fireworks explode.
Realisation that the boy is about to achieve something. (Getting home safely, with the Hovis loaf?)
His costume is now much more modern like we would expect to see a boy of his age dressed today; (track suits and a T-shirt)
Home
Reaching home, there is a car outside his house and two other children who have probably been playing football - a sight most people today are familiar with.
His house is how we would expect a modern household to be and his mother likewise. She is checking if he is home safely.
SOUND
Sound throughout the advert is a mix of diegtic and non-diegetic sounds. It appears as though, at the beginning music is quite soft, and only one instrument is audible. But as the boy moves through time, music builds up, speeds up, and more instruments come in. It is parallel sound as it slows down and becomes more tragic as the boy enters war time. Eventually, the music reaches its peak as the boy sits down. It comes to a sudden stop, and the softer, calmer music continues as he is home with the Hovis bread with him.
NARRATIVE
The advertisement shows a boy purchasing a loaf of bread in what is probably the 19th century. On his way home, he travels through different but significant time zones, but keeping his loaf of bread safe by his side the whole way through. Finally, as he reaches home after his overwhelming journey, he sits down to eat the bread.
The Caption reads 'As good today as it's always been,' implying its importance and quality of taste having been around for such a long time.
