Unit 30 - Task 1

Aaron
Jan 17, 2018
9 min read

Structures

Forms-

Realist Narrative:

Realist narrative is a form of advertisement that aims to convince the viewer with a live action feeling to it. This will help convince the audience to buy the product as it is more believable if it is realistic.

This advertisement is an example of realist narrative as it has minimal editing in the video and it clearly advertises the product. The customers are enjoying the product and letting everyone know about it to raise awareness and build publicity.

Anti-Realist Narrative:

Anti-realist Narrative is a form of advertisement where the concept of the video is not realistic. Many anti-realist narratives are usually humorous to easily get the viewers’ attention.

This ad is an example of anti-realist narrative because it is not realistic and it has a humorous feeling to it as the robot car dances and transforms. This is effective because the viewer will remember this type of ad better and find it more appealing.

Animation:

Animation advertising is when the advertisement is no longer a live action video. Techniques of animation can vary from 2D images to CGI. Animation is used in adverts to make it easier to create unrealistic images/videos.

This animated ad is effective because it has a sense of humor in it and it clearly displays the product. Animations were good to use in this ad because it made it easier for the creator to make unrealistic characters such as the talking pop tart and lizard.

Documentary:

Documentary is a type of advertisement where the main goal is to create a serious nature and make the product seem more realistic.

This is a form of documentary because it outlines the good parts of the product through people who have previously used the product. It also has the dentist talking about the product himself in the end.

Talking heads:

A talking head advertisement is where the actor directly addresses the audience on a specific product. Breaking the fourth wall is effective because it is as if the product company is directly talking to the viewer.

This ad is a talking head advertisement because the actors are telling the audience that the product/offer is very useful. This is good because it easily convinces the customers to buy the product as they will be easily persuaded.

Stand Alone:

A stand-alone advertisement is where the company advertises a single product and does not related it to any other product that they have produced. Stand-alone adverts are effective when trying to get all the viewers’ attention.

This advertisement is to show an offer of buying one and getting one for free. This is a stand-alone ad because it doesn’t show any product, however it advertises the special offer they have and no other products have been advertised like this before.

Series:

A series advert uses multiple clips or short videos to advertise a single product or brand. The videos are not always related however, the videos always focus on one product instead of multiple at the same time.

This is a good series advertisement because the mascot of Nesquik never changes and us as the audience gets familiar with the product. Over time with the many advertisements, the company shows the audience the development of their mascot, in this case the Nesquik Rabbit.

Style:

Humorous:

It is important to have different styles when creating advertisements. One of the many ways is to make your ad humorous. This effective because funny ads are easily remembered and they are usually funny/harmless.

This ad is an example of a humorous video as it is harmless and not something you see every day. This is an effective ad because it makes the audience laugh and that helps the customers remember the product.

Surreal:

Surreal advertisements are used to make the audience confused about the product. This will keep the audience intrigued and easily be interested in it.

This video is an example of a surreal advertisement because it’s not something we see in everyday life. In this video the lady is on bed that is flying in the air, this confuses the audience because the product of the video can be anything at this point.

Dramatic:

Dramatic effect makes the audience focus as it creates tense atmosphere. Dramatic ads aim to send a direct message to the viewers. Sometimes the video is overdramatic and can cause the audience to find it funny.

This advertisement for VIM is an example of a dramatic ad as it misleads the audience to think that the mother is in prison when she is cleaning the bathroom.

Parodic:

Parodic ads also have a sense of humor to it. This style mocks other original ad campaigns. This is mainly used to deliver the product in a humorous manner.

This is an example of a parody advertisement because it mocks the new Apple IPhone 6 while also promoting IKEA’s new product the ‘Book Book’. This mocks Apple by showing that it doesn’t need a charger and displays the Apple charger with a cross over it.

Codes and Conventions:

Camera angles and shots: Throughout this video there are multiple types of camera shots and angles. For example, at the start of the video there is an over the shoulder shot to focus on the actress. The video is about the actress using CHANEL’s new perfume and they put the focus on the product by using a close up shot of the actress holding the product inn clear view of the audience

Iconography: Iconography is constructed through the male and female character. The male character is wearing a suit and the female character (Keira Knightly) is wearing a red dress and has expensive jewellery on. These all indicates that they are both models by the way they dress and advertise the perfume.

Editing: There are many cuts used to show that there is a formal party going on to show that the fragrance is used in a high-class luxury lifestyle. This is effective because the product looks more appealing.

Lighting: There are some small lightings to keep the focus on the actress and the user of the fragrance. The lighting is significant because it helps direct the audience’s attention to where the product is.

Sound and music: There is constant background music playing and some sounds from the video itself. These two overlap each other to create an overall soothing atmosphere and shows who the product is targeted to.

Techniques:

Hidden message: The hidden message in this advert shows that you shouldn’t take education for granted. For some people education is an everyday thing and they are fed up with it, however for others education is a luxury and very difficult for them to access. This is powerful because many people don’t appreciate what they have enough and this sends a message against it.

Overt message: The obvious message in this video is that even the smallest things in life can make a person’s life better. Since everyone is raised differently and has different preferences the smallest acts of kindness can affect them in big ways.

Emotional response: The emotional response in this video is that you should always care for others too as it can change their lives drastically even if you’re not giving up a lot.

Characteristics of product or service

Benefits offered:

Benefits offered is when the advertisement video tells the viewers what they are gaining from their product. For example, this Colgate ad tells the audience that they will get whiter teeth if they buy this product. This will help persuade the audience to buy their product and recommend it to others.

Advantages over other similar products:

Advantages over similar products is where they highlight new features and compares it to a rival company. This ad is a good example of it as the Samsung phone outlines all the new features that the IPhone doesn’t have. This causes the people waiting in line for a new iPhone to reconsider buying it and switching to the new Samsung.

Unique selling propositions:

Unique selling proposition is where the seller gives reasons that their product is better than their competition’s. This is effective because it motivates companies to work harder and produce a better product.

Lifestyle appeal

Lifestyle appeal is where the product is shown for a certain class/lifestyle. EG: High class and Luxurious lifestyle. This is effective because the product is more appealing when directed at someone and they will want to buy it more.

Regulation:

Advertising standards authority (ASA):

The ASA are responsible for what is suitable to put on the advertisement. There are many rules that the ads must follow, some example Broadcasting codes consist of:

Children: ‘Children must be protected from advertisements that could cause physical, mental or moral harm.’ This means that depending who the advert is targeted at, it must be appropriate for everyone or have an age rating on it. TV companies show certain ads after 9PM to show it to a more appropriate audience.

Privacy: The principle of Privacy states that the broadcasters should respect a living person’s privacy. People cannot be broadcasted until they give their permission to the advertising companies.

Prohibited categories: Some adverts are not permitted to broadcast as some of their products may not legally be allowed to be advertised or the ad could possibly cause issues or spread offence to the audience.

Ofcom:

Ofcom is a type communications regulator in the UK, they make sure that the people in the UK get the best communications services and protect them from scammers. Ofcom oversee regulating TV, radio, video-on-demand sectors, fixed-line telecoms, mobile and postal service. If you feel like something isn’t right about a TV program or radio talk show, residence can complain to Ofcom and they will do everything they can to help but only by following their policy.

Audience Information:

Audience measurement panel:

Audience measurement measures how many people are in the audience, usually in relation to radio and TV. An example of audience measurement panel is BARB, BARB gathers viewer’s information and updates the statistics of television ratings in the UK. BARB collects data overnight and publishes the statistics every morning for the people and organizations. BARB interviews over 1000 families every week to help them recognize what kinds of homes they need on their panel. BARB viewing data offers its clients (broadcasters and advertisers) a minute-by-minute breakdown of TV show reviews on a regional and national scale. According to the official BARB website ‘In order to estimate viewing patterns a carefully selected panel of private homes are interviewed.’ From this data, BARB regulates if it is reliable enough to represent the whole of the UK.

Ratings: Ratings are what the critics and the audience decide how good the movie was. The success of the movie can be seen through box office sales but this is not always accurate. IMBD is a useful website when it comes to movie ratings, it lists the rating of the movie, the cast, release date and reviews.

Face-to-face interviews: Face-to-face interviews are when the questioner asks a member of the audience or a critic questions to get honest feedback for their ad.

Focus group: A focus group is which group of people you would focus on when it comes to target audience. Your focus group can help with your face-to-face interviews and questionnaires. A focus group is effective because a discussion can start and you can get more feedback from the debate/conversation.

Questionnaires: Questionnaires are a series of questions to get feedback on a certain topic, in our situation it would be adverts on TV. Questionnaires can tell us whether the audience enjoyed the advert and it gives us an idea of what to produce next time.

Programme profiles:

Programme profiling is a tracking method and program analysis where it allows companies to use the audience’s feedback to their advantage. Programme profiling also helps measure which function has most frequently been used such as screen recording to see who re-watches the show.

Broadcasters audience research board:

Sources of information:

Rates cards

Rate cards are documents that contains the prices of a product and its description. This is an example of a rate card as it displays the prices of the product and gives some details about it.

Advertisers’ information packs

Advertisers information packs are packets of information consisting of the product’s prices, features, statistics and promotions. Information packs are mainly used in campaigns in order to advertise the company’s product and makes easily deliverable.

Research agency websites

Research agencies specialize in market research for commercials. They gather information through questionnaires, studies and interviews. Research agency websites provide companies the information they gathered about the viewers to help the companies produce better content.

Audience classification:

Standard occupational classification (SOC):

Standard occupational classification is a system used to compare audience data depending on their occupation.

The SOC system is used is a common system used in the UK and is used for career information to labour market entrants. For example, an owner of a rich business will have a different taste to a construction site worker.

Psychographics

Psychographics are ways to categories what the audience enjoys depending on their personality and behavior. Psychographics help determine the viewing habits of a person to show their preference. When gathering information, you should consider social class, lifestyle, behavior, opinions and values. For example,

Geodemographics

Geodemographics is the study of people based on their locations. When doing a study on geodemographics the time and place is very important to consider. For example, interviewing a person from Dubai in present day will give a different answer from a person from the UK in the early 2000’s.

By age and gender:

Gender and age are important when considering audience. This is because males and females have different opinions and preferences, this may not be the case all the time, however it generally is. Age is also important because some adverts on TV might not be appropriate for a certain age group. For example, an ad for cigarettes or horror movies will not be appropriate for a toddler.