The treatment is something that create a mood and create a tone to the advert.
The lighting can create happiness or sadness depending on how bright or how dark the place you are filming the advert at.
The Sound also has a part in creating a mood or tone to the advert.
The editing can create the mood furthermore it can create the tone.
Active Audience - an active audience would be , an online newspaper which people can comment on underneath the report.
Passive Audience - a passive audience would be, a newspaper which people would just absorb the information.
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