'Stories Are Waiting in Paris' Eurostar Ad

The purpose of this text is to advertise Eurostar as a mode of transport and persuade people to go to Paris. The audience includes people outside of Paris, and perhaps people outside of Europe. The appeal of this advertisement is particularly that of tourists, who are perhaps looking for a future holiday destination, and young people, as the video presents Paris a place to gain unique experiences and meet people who could be future spouses etc. The advert has also a quite wide target audience, with the exception of the pregnancy in marriage, there is no gender specification.Despite being a Eurostar advert exclusively, the big focus is on Paris itself. This is because it is difficult to sell the Eurostar exclusively. A better tactic is to sell the destination to their customers, and then suggest Eurostar as a way of getting there.

Presentation of Paris and Parisians

Paris is presented in a variety of ways, as lots of different places and people are shown. The different people and places aren't focused on for a long length of time, which emphasises the business of the city and suggests that there is a lot to see and not much time to see them in. Typical symbols of Paris such as escargot and the Eiffel Tower are referenced, for instance, but not focused on.The repetition of 'maybe' is useful to present Paris as a place with endless possibility. The narrator refers to a number of sights, sounds and events that their audience could experience, but because the possibilities are open, there is no guarantee. The use of the second person pronoun 'you' emphasises the degree of choice the viewer has in creating their own Parisian 'story', and that their story depends entirely on these choices. The narrator is not only directing the audience through events and places, but also suggests that the audience each have a choice in what they do in Paris.The audience's choices include tropes such as: fashion street performers movement (unusual selling points) locations; art galleries, cafes food; horse meat, cheeses nightlife lots of faces in the city quirky things e.g. building not level gender specific meeting with woman; pregnancy and marriage quirky sense of humour; purchasing stuffed penguin

The Use of Language The narrator doesn't explicitly say what they refer to, instead they use deictic expressions such as 'him,' 'her,' 'there,' and 'here.' Simple language is used to demonstrate the simplicity of Paris itself. This contributes to the ad's universal appeal, as it centres on out childlike sense of adventure. Sound effects link the narration to the visual and justify what is said. It also helps to put the audience in Paris, providing them with a sensory experience. The direct address of the second person pronoun, 'you,' draws the audience into the story. Repetition of the word 'maybe' and use of the conditional tense 'perhaps,' 'you will,' 'you could,' suggests the excitement of opportunities in Paris. Visual contrasts combined with spatial deictic expressions, 'this,' 'that,' 'up,' 'down,' 'here,' 'there,' and personal pronouns such as 'him,' 'her,' 'them,' provide audience with full context to understand presentation of Paris. The final declarative sentence, 'Stories are waiting,' makes a point, which sounds like a fact that the audience must respond to.