Space: the final frontier. Nowadays, little can still truly intrigue people; considering the impending commercialization of self-driving cars and the presence of technologies like fingerprint scanners in objects as mundane as cellular phones. Yet, the idea of rocketing outside of Earth's atmosphere remains as exciting as it was one hundred years ago; perhaps, it has become even more exhilarating by the fact that, everyday, it seems more and more likely for the events we had only ever seen in movies to become possible. This commercial advertises the new Lurpak Cook's Range by comparing cooking to space travel. In it, the kitchen is overly dramatized; even fruits and vegetables are blown out of proportion and filmed in such a way as to appear bigger and intimidating. It is meant to appeal to people who enjoy not only cooking but experimenting and taking risks in the kitchen.

The notion of space travel is clearly presented by the epic track chosen as background music. It is the theme song to the 1968 movie directed by Stanley Kubrick, 2001: A Space Odyssey, which has been popularized in modernity and used in film and commercials to point out a moment in which you are supposed to be impressed. At one point, it even mimics the launching of a rocket after a microwave countdown and says "liftoff, we have a liftoff" as a carrot "launches" into a pot of water. 

The narrator's voice and dialogue, as all other aspects of the commercial, are also very dramatic, adding to that sense of adventure and of discovering the unknown. The voice is deep and convincing. It inspires a sense of importance, just like the language that is used does. It seems to have a motivational purpose, as well, seeing how it gives the feel that it is encouraging the viewer to explore the frontier that is the kitchen. This is consistent from beginning- "tonight, as we stand on the edge of possibility, we choose the path less trodden" --  to end --  "venture forth with New Lurpak Cook's Range." The use of words such as these --  possibility, adventure, frontiers, destiny, etc. --  accentuate the grandiose feeling that they are trying to convey. They seem to be warning the viewers not to underestimate the kitchen and appealing to them so they join the ranks of cooks all over the world. 

Visually, two of the three components that most prominently help set this desired mood are light and color. The color palette is very rich, ranging from bright greens and oranges to deep reds and purples. This and the use of directed light come into play to create a stunning contrast, a principle often used to add to a piece's drama. Examples of this use of contrast can be seen in virtually every frame since they are composed of a central element with vivid colors set against a dark background. Even in the frames that are set up differently, such as ones in which the main element, be it the woman reaching out to press a button or the food rising in the oven, are set in darkness, the light that shines from behind them is rich, usually a mixture of red and purple. 

There is also a sense of secrecy. In every situation shown, there is one person, who is alone in, it seems, their whole house, discovering the incredible place that they are trying to show us the kitchen is. They are completely immersed in what they are doing, and we are peeking in on them, on their own private world. 

The third visual element that stands out is texture. The use of texture is recurrent seeing as how every food shown is magnified into being barely recognizable, therefore making what is powdery seem more powdery, what is gelatinous seem more gelatinous, and so on. As previously stated, this serves the purpose of making it seem larger than life and, as all other aspects, intends to appeal to the viewer's sense of adventure by adding, almost, an element of danger by resembling virgin landscapes. Of course, the viewer is aware, even without having to be knowledgeable in the kitchen, that these are just, albeit sometimes exotic, foods, yet they still manage to inspire such feelings when visually compared to mountain ranges and the like.

An educated guess can be made as to the audience by looking at the actors hired. They are white people in their mid to late twenties. They are dressed rather preppy and have modern houses, by which we can assume they're somewhere in the upper middle to upper class. The fact that they have time to cook elaborate meals also suggests this since, usually, fast food and products that facilitate making dinner are targeted towards the lower or middle classes who are too busy or tired because of work to really invest that much into their meals. This also gives the idea that the product advertised is of high quality and fits right in with kitchens like the ones shown. Therefore, even if a viewer is not of the target audience but aspires to be like them, they will be interested, as well. 

In conclusion, this ad uses a range of elements, from music to language to texture, to make cooking seem as epic as space travel is, therefore appealing to the egos of those who enjoy culinary as an art form and often take risks in their cooking. It also seems to be telling the viewers that, despite the fact that they probably won't be travelling through space anytime soon adventure can be found somewhere as mundane as the kitchen, and, in those journeys, of course, it is better to have tools as trustworthy as New Lurpak Cook's Range. 

