... after the 9pm watershed, often in between sport, action films or any other programs which attract Guinness' target audience. The advert lasts 90 seconds, the approximate time it takes to pour a pint of Guinness. This is one of the ways in which the advert is closely related to the product itself. Another relation is that all the shots are black and white, like Guinness itself. Filming the entire advert in black and white is extremely effective for several reasons; almost everything we view on television today is shot in colour, therefore, this particular advert is especially visually arresting. Also, the advert is all about opposites: calm and energetic; silence and noise; voice and music. The fact it is shot in two opposite colours is an extension of that. There are five basic elements to the advert, almost all of which are linked to the 'waiting' theme. First of all, the advert ...

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