Unit 30: Advertisement Production for Television - Task 1
- Ciarán Ennis
- Oct 17, 2017
- 9 min read
Forms and Style of TV Adverts
Structure
Form:
Realist Narrative- An advert showing the product, it’s function and how customers feel through them using it. This type of advert is generally used to show an example of when someone would need the product in “The real world”. The way in which it isn’t over the top and over dramatic generally means it is targeting a mature audience who would take the advert seriously.
Anti-Realist Narrative- An advert with a fictional aspect whether it be a character, or a setting. The advert that I chose was the Samsung TVC advert. In the advert an Ostrich learns to fly by using the headset. This is a clear example of an anti-realist as ostriches are known for being flightless birds and in the ad that fact is challenged which strays from reality. The lack of realism would tell the audience that it is a clear example of an anti-realist narrative.
Animation- An animation advert is an advert where CGI is used and can have bits that are live action. I have chosen the Nike advert called “The Last Game”. The 5 minute advert possesses all stages of Todorov’s theory as it starts with an equilibrium and everything is restored at the end. The ad is clearly an animation as no live action is seen and all of the characters are animated.
Documentary- When an advert is made using correct facts and figures to bring awareness to the audience on a particular topic and state that a product is helpful. The documentary I have chosen is an ad where the people at Instagram show what it is like to work in Instagram and a lot of non-fictional content.
Talking Heads- Talking heads adverts are when a someone talks to the audience about how helpful and life changing the product is. This generally means there is no narrative. Most companies get a celebrity to endorse the product when doing a talking head ad for example the one that I have chosen featuring Selena Gomez in the Pantene ad.
Stand Alone- A stand alone ad is when companies finance the making of the ad with a lot of money so that they are able to make it as successful as possible which would attract the target audience to buy it. The advert I chose is a Thai insurance company which seem to have put a lot of money into an advert so it could be successful.
Series- A series is when a company makes many different adverts on one product to show different uses or to engage the viewer with a story. The advert I have chosen is the Galaxy 11 ad where 11 footballers are chosen to “protect the earth from Aliens”, although it sounds over dramatic it has an engaging story lines across all three ads that are linked together and all show the different abilities that the Samsung Galaxy phone had. Celebrity endorsement is at a large scale in this advert as eleven celebrities from top football leagues are in it.
Styles:
Dramatic- Dramatic adverts are when the advert is about deep topics that might remind a member of the audience of their past or it brings awareness. I have chosen a speeding advert which was made by the Winnipeg Police Service to bring awareness of speeding and how it can kill. The slogan Just Slow Down makes it clear towards the end.
Surreal- A surreal advert is when an advert is so unique and memorable to the audience just by the amazing effort being put into it or just the catchy tune being played. The advert is surreal because the catchy music makes the audience remember it as well as the weird use of animals making it very creative and weird.
Humorous- This type of advert is deliberately made to make the audience engaged through humor. The advert I have chosen is The Panda cheese advert where the panda destroys the office because someone said they wouldn’t like Panda cheese. The destruction could be found funny as it is something that isn’t seen often and this is done so the audience always associate the advert with a destructive Panda with anger issues.
Parodic- This is when ads are humorous and make fun of characters or other companies in the attempt to make the ad memorable for the audience. The advert that I have chosen is an Ikea ad where they mock Apple and other technology companies.
Codes and Conventions:
Camera Angles and Shots- the advert there are different shots. Majority of the shots are low angle to show that the actor (Keira Knightley) is in power especially when she commands the photographer to tell everyone else to leave and when she is surrounded by men on the bike she just ignores them and pretends they don’t exist. Camera shots in the scene where she is alone with the photographer are close ups and make it seem quite secretive. Certain shots are done purposely to show that Natalie is in a wealthy area, this done by including expensive things like her house and her motorbike causing the audience to think that the product would cause their life to be as glamorous as hers.
Iconography- Keira Knightley is wearing clothes with a similar shade to the product which makes her stand out sending a message to the audience that if they wear the product it will make them stand out and be the centre of attention, this was proven when the three motorcyclists surrounded her while they were all wearing black making her stand out while they watched her.
Editing- The editing done in this is smooth and the swap on scenery is done well as it is clear to see they are in Paris, France. This makes the audience link the product to a luxurious and glamorous life and that means that they would think if they owned the product they too would be successful like Keira Knightley.
Lighting- The lighting in the ad is directed mostly at Keira Knightley which would mean that she is the centre of attention especially in the alone scene with the photographer when it is dark but there is light around her.
Sounds and Music- The music in the background is playing and sets a theme of female empowerment. The theme is reinforced and presented through out the ad. The atmosphere is soothing due to the music playing as it suits the ad as a whole because of how the protagonist is presented and is made a powerful figure in the ad.
Techniques
Hidden and Overt Messages- A hidden message in an advert is when the meaning behind the advert is metaphorically presented and isn’t as obvious at first. An overt message is when the adverts message is very obvious and it is clear to see what the advert is trying to inform the audience about. In this advert the overt message is that kindness pays off and that money is not the most important thing in the world. The hidden message is that “insurance can help you experience what the man in the video did” or the ad made it seem like that.
Emotional Response- A emotional response is when an advert is depressing or scary and causes the audience to feel the emotion that the advert is trying to make the audience feel. The advert I chose has attempts to make the audience feel sad just because of the message behind it which is the sacrifice a parent must take for the well being of their child.
Characteristics of products or services
Benefits offered- Benefits of a product are shown and the audience would be engaged because of the major upgrades a product has received and the different style of how it looks. I have chosen the iPhone x ad where all the new features of the iPhone are shown and promoted. It is done in a way that shows what the phone looks like from all angles and discusses what it look likes from different perspectives as well as explaining how to use the new features.
Advantages of Similar Products- This is when a company compares their product with another to show that theirs is better and more efficient. This ad shows all the Samsung phone’s new features and subtly says that iPhone aren't able to do it which makes it seem as if the people in the adverts are bragging and that Samsung are more advanced.
Unique Selling Proposition- A USP is when a company has a special offer or proposition that could potentially benefit the consumer. Domino’s have a USP that if they don’t deliver within 30 minutes then the pizza is free and this offers the audience something beneficial that is different to the market.
Lifestyle Appeal- The purpose of this type of advert is to show the audience that they are missing something their life and the product being advertised is something that will make it life easier or more exciting. I have chosen the Davidoff Adventure ad featuring Ewan McGregor. This ad causes the audience to feel as if the product will make their life as adventurous and exciting as Ewan’s does in the advert, this is because of the celebrity endorsement used in this ad.
Brand Identity- Adverts like this are used to bring awareness to the audience so they would remember the brand. The advert I have chosen is the Capital One advert featuring Samuel Jackson. Whenever the audience would see Samuel Jackson they would link him to the Capital One ad of him singing therefore boosting Capital One’s brand image/identity.
Regulation
Advertising Standard Authority -
The ASA are an organization that try to prevent adverts that are violent or inappropriate to the audience that might find it on TV or wherever. They can not enforce legislation and are self run. If they receive a complaint they ask the company producing the advert to take the advert down. They only do this if the complaint of the ad is offensive, misleading or harmful to the audience.
Ofcom - The government approved regulatory known as Ofcom manage the broadcasting, telecommunications and postal industries in the UK. Ofcom essentially attempt to protect people in the UK from scams and “sharp practices” as well as making sure that business can remain as usual across all broadcastings.
Audience Information
Audience Measurement Panels- Audience measurement panels measure how many people are listening to a radio station or are watching a certain broadcasting station. This generally used to find out what demographics and psychographic the audience fit under for research purposes, by seeing what they are watching this shows their interests and it clearly shows what the audience are like.
Ratings- Ratings measure the viewership of a program. This can show numerous things for example what time of the day is “prime time” which is the time at which the highest number of views on television, it can also show how successful a Tv channel or program is as you can see how many people watch the channel. Logically an advert would want to be shown during prime time because that is when most people can see it.
Face to Face Interviews- When an organization wants to find out people's individual opinions on topics. They ask a series of questions that are loosely related to the topic at hand. An issue with it is that it is very time consuming as they generally interview a couple of hundred people and if they interview 3 people at a time it still takes a long time but it is worth it as most of the results are constructive and helpful.
Focus Groups- Similar to face to face interviews but talk to multiple people at once to find out about what they are viewing and finding constructive feedback of how to improve and make things better for the viewer so it intrigues them and they find it more enjoyable whatever it may be that they are being questioned on.
Questionnaire- Questions on paper given out to the public and asking them questions on a topic, similar to focus groups and face to face interviews but the it is only for the audience to do whatever they please with it. It still collects the same detail of results but it depends on how immature the people who are given the survey because there is nothing realistically stopping them from putting silly things down for answers.
Broadcasters’ Audience Research Board- BARB essentially compiles all of the TV station’s or broadcaster’s audience measurement and television ratings. It then displays it so that the public are able to see it. It is similar to IMdb but is only available in the UK on television broadcasters such as the BBC or ITV.
Sources of Information:
Rates Cards- These are products that contain product names and the prices of the product. This is an example and it shows both the product's name and the price of the product.
Advertisers’ Information Packs’- Advertisers information packs is like a rates cards apart from the fact that advertisers’ information packs has a lot more detail.
Research Agency Websites- Research agencies specialize in market research for adverts. They gather information through questionnaires, studies and interviews and provide companies the information they gathered about the viewers to help the companies produce better content.
Audience Classification
Demographics: The categories that the audience fit in through age, nationality, gender, social economical status.
Standard Occupational Classification- This is essentially the economically status (upper class, middle class and lower class). A, B and C1 represent the upper class of middle class and most of the upper class. C2 D and E represent the lower class.
Psychographics- The category of which the audience fit into because of their personality and their aspirations.
Geo-demographics- Geo-demographics is the study of one's demographics and personality in a certain place, for example someone in the UK would have different demographics and psychographics to someone in the US.
Channel Coco Mademoiselle Advert
The Advert:
The Presentation:
Research Log:
https://www.slideshare.net/elliebuchan9/adverts-structures-and-styles
https://kohner.wikispaces.com/file/view/glossary_media_studies.pdf
http://www.businessdictionary.com/definition/product-benefits-advertising.html
https://www.youtube.com/watch?v=yrJTLyUDluw
https://en.wikipedia.org/wiki/Advertising_Standards_Authority_(United_Kingdom)
https://www.asa.org.uk/issues.html
https://en.wikipedia.org/wiki/Ofcom
https://www.ofcom.org.uk/about-ofcom/what-is-ofcom
https://www.slideshare.net/ryanmaunder14/audience-research-43097815
https://en.wikipedia.org/wiki/Audience_measurement
http://www.barb.co.uk/
https://vimeo.com/112383178
https://www.slideshare.net/elliebuchan9/audience-characteristics
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