In the McDonalds estate advert the idea that McDonalds is suitable for anyone is trying to be conveyed. The advert begins with an establishing shot of an estate from a birds eye view, this is used to set the scene where the protagonists are from. There is loud,upbeat, modern music playing as a group of prominantly black youths are shown. The shot then jump cuts to an old man walking along on his own. A jump cut is used to emphasise the contrast in the protagonists as the change in shot is so sudden, making this effective. A mid-shot is used to introduce the elderly man, this is effective because it enables the mans clothing to be included in the shot aswell as his facial expression showing he is calm and tired. A close up of the young protagonist is then used to show his facial expression, displaying his energy and excitement with his friends. 
The loud upbeat music stops suddenly and slow classic jazz music begins to play as a close-up of a vinyl record player is shown. This is emphasises the difference between the protagonists further, showing the huge difference in music tastes that they have. A long shot of the elderly man is displaying him looking out onto the streets drinking tea calmly in his home. Framing of the elderly man through the use of the doorframe is used to draw audience attention to the elderly man because he is whats important in the shot, but it allows for his isolation and loneliness to be demonstrated as he is not centre shot. The shot then jump cuts to an aerial shot of the youths kicking a football along the estate. This is effective in showing the difference in what the protagonists do in the day to day. The use of the aerial shot connotes that the youths are being watched by the people in the estate buildings. 
A close-up of the young protagonists costume then shows that he is sagging his jeans, playing on the stereotype that this is how all black youths dress. The shot then cuts to the elderly man pulling his trousers up past his waist and attaching his suspenders to keep them so high, another stereotyoe of how elderly white males wear their trousers. This emphasises the difference between the protagonists clothing. 
The shot next shows the youths sitting indoors playing video games and are all very exciteable. There are a series of close-ups of each of the youths faces used to show how much they are enjoying themselves in a group and are being very lively. In contrast with this the following shot used is a two-shot of the elderly man. He is shown to be shooting pool with one other friend, however the use of low-key lighting makes it difficult to see the elderly mans conpanion and therefore displays that he is not important, perhaps that he is not so much a friend of the elderly man but just an opponant. This emphasises the difference between the protagonists leisure activities and in addition to this their popularity.
There is then an over the shoulder shot of the youths in McDonalds, the use of this shot is effective in creating the connotation of conversation between the youths. A close-up iw then used to display the youth protagonists food as he tips his chips into the burger box. An over the shoulder shot of the elderly man carrying out the same action shows the contact between the protagonists as they both acknowledge that they do the same thing when they both go to a McDonalds. This shot also uses deep focus to make sure that audience attention is on the elderly man so that the action the man is carrying out is clear. There is then a close-up of each of the protagonists faces smiling to show that they are acknowledging eachother and being friendly as they have McDonalds in common despite their differences. This ties in with the on screen text that appears in the final shot showing the outside of a McDonalds which reads "We all have McDonalds in common". This is the message behind the advert that no matter the differences between people, they will all enjoy McDonalds. The point of the advert is to display that McDonalds can appeal to everyone and that there is no set group of people that should be able to eat there.

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