The form the advert takes:
Realist Narrative - The realist narrative advert is an advert with a story, appearing to be both believable and realistic. A advert can be seen as real life, something that could really happen.
For example of realist narrative is 'Ant and Dec' advert. This advert appears to be set in real life. This product Nintendo suggests that this is a normal day-to-day part of Ant and Dec's life.
I think the target audience can be everyone, young children, teenagers, young adults, adults and elderly. They are trying to sell the Nintendo by playing with Nintendo Wii and Nintendo DS. I think it is a good idea to use Ant and Dec on this advert because everybody likes Ant and Dec and if they see them playing it, they would want to play it like them so they will buy it. Also they looked like they are having fun together so makes us to have a go.
Anti-Realist Narrative - It is a story behind the advert but it is fictional unlike the realist narrative. It is not day-to-day behaviour. It can have anything in the advert such as cartoon characters and other things.
An example of anti-realist narrative is the 'Blue Smartie Party' advert. This is anti-realist narrative because you do not see a community of people know as 'the Smarties' dressed up in morph-suits that live in a tube in real life. At the start you can see two young red and orange smarties running around having fun then two older orange and pink smarties are fishing and one older yellow smartie is doing work on the crop. There's a lot of smarties playing around, working, relaxing in their garden and also you can see their house (smarties tube box). Suddenly you can see the older blue smartie walking over the hill, waving at them but other coloured smarties stopped. The blue smartie starts running down the hill but others start running away from them and hide in their house. They slam the door on the blue smartie then one older yellow smartie is pushed out to talk to the blue smartie. The blue smartie looks very happy when he saw the yellow smartie come out. The blue smartie gives his 'brith certificate' to the yellow smartie then you can see that hes 100% no artificial colours. The yellow smartie tells everyone. They are all happy to have the blue smartie in their community. At the end you can see that the green smartie has put the new sign on their home and said 'Blue is Back!'.
The target audience is for anyone who likes Smarties e.g. children, teenagers, adults, anyone really. It will attract them to buy it because it is funny, you don't see the Smarties in 'real life' as in morph-suits people. This advert is to let you know that the blue smarties are back as in 100% no artificial colours. This will make people more excited about the blue smarties. It also tries to convince the audience that they are somehow more healthy because there is no artificial colouring.
Animation - You can make animated characters do what you want because you couldn't really hit a person in the face with a hammer, so using animation you can hit a cartoon characters or you could use animation to act like you have a hit a real person in the face without hurting them. Using animation you can do things that you couldn't do in real life. Also through animation, the advertisement attracts a younger audience.
An example of this is the EDF energy advert. A little animated character sits on the back of a dog, having a ride home. The little character sways backwards and forwards in time to the catchy tune 'Together we are beautiful'. The voice over talks about the EDF energy working together with you.
Even though the target audience is more likely to be adults, children may also find the little character very appealing and sing the song which will remind the adults about EDF energy. Another feature of the advert is the house is lit up with blue light and the words 'Blue Price Promise' are written on the screen to make the audience link these two things.
Documentary - As the name suggests, documentary adverts mimic the style of a documentary film. There is usually a narrator explaining what is happening and giving details of the relevant subject or product.
An example of a documentary advert is 'Save the Children'. This is about malnourished children in deprived countries. It is a very powerful advert because it uses language which stirs up emotion. E.g. words like 'agony', 'outrage' 'needs you' and 'show you care'. These are designed to make the audience react and donate money. The advert is personalised by using the child's name which is an effective way of reaching out to the audience. There are close-ups of child's face showing how sad she is as 'sad music' is playing, then there is a big impact when the child holds the hand of the adult. The logo, 'Save the Children' is clearly seen on the screen.
The target audience will be mainly adults and possibly teenagers because when you see adverts like this, it has big impact on those watching it. Teenagers may persuade their parents to do something or donate the money themselves.
Talking Heads - Talking heads is where the people in the advert talk directly to the camera. It is often used in charity adverts. It's effective as it makes the viewer feel more like they are being addressed to personally as opposed to other advertisements that address anyone who is watching.
An example of talking heads is Joanna Lumley advertising Sky. This advert shows an older female 'pensioner' being able to access technology very easily just by pressing a couple of buttons.She is very pleased with herself because she can watch programmes when and where she likes. She talks directly to the camera, looking very relaxed and explains how easy it is to use Sky.
The target audience is likely to be middle aged people who have enough money to afford to buy a Sky. It will appeal to this group of people because if someone older can do it then they will be able to do it too. It could also appeal to younger people who would try to convince their parents to buy Sky so that they can watch what they like.
Series - When similar advertisements are released periodically for a certain product with a continuing storyline or recurring theme, this is known as a series advertisement.
An example of series is this advert of BT Infinity, this is the first story of the 'Flat 6, Simon looking for flatmates' series. Simon was filming by himself about talking about his flat and his previous tenant. By using a series of advertisements to develop a storyline overtime, the advert is more memorable because people will notice when a new advert is released for the same product. By making an advert more memorable, customers requiring Internet and phone services are more likely to use their service instead of using a competing company.
It appears that the target audience may be students as the service offered is said to be very reliable and cheaper than other Internet providers. However, one of the main selling points of the BT Home Hub is that it allows several users to access high speed Internet at the same time which could appeal to everyone with a family.
Stand Alone - A stand alone advertisement is a single advertisement with no related advertisements to follow. An example of this would be the Dance Pony Dance advert for 3, as opposed to a series of linked advertisements, such as the recent BT Infinity adverts.
An example of stand alone is Dance Pony Dance. These types of adverts tend to be unique or strange as can be seen in the 'Dance Pony Dance' advert,where a small horse moonwalks through the fields to a background of 'Everywhere by Fleetwood Mac'. The use of humour in this particular advert by 3 is clever as people may go online to YouTube for example to purposefully watch an advert for their services.
The target audience for this advert is probably very wide as people of all ages now have mobile contracts, however, the random humour style would suggest that it is aimed at a younger group.
The style of the advert are:
Humorous - When an advert uses humour, it will be more interesting and memorable for the people watching. Having humour will make it more relaxed and enjoyable which isn't the same as most other adverts.
An example of humorous advert is Haribo'Interrogation' Star Mix, it is mock interrogation into who ate all of the rest of their favourite sweet. The dad plays the part of the uncooperative suspect and the rest of the family are interrogating him, trying to get him to 'confess'. Later on they bring in 'Detective Mills', who is actually the youngest member of the family, to intimidate him. it works, as he quickly signs the confession. Using a younger person in the advert make it unexpected which makes more funnier.
As expected, the target audience for a sweet advertisement is from children to adults because it includes all ages in the characters and the setting is family situation which makes it applicable to majority of people. Haribo Star Mix is well known brand therefore aims to sell to everyone.
Surreal - Surreal advertising is a modern and effective advertising technique. Surreal adverts are used to persuade the viewer. It is normally something unrealistic that wouldn't happen but encourages you to buy whatever they are advertising.
An example of surreal is Creme Egg Goo Games, this advert was from 2012 and it was based on Olympics. There were two Creme Eggs on bikes who started a race in the velodrome and when they starting getting faster, it becomes more tense and eventually one egg that is in lead starts to crack and squirts goo on the egg behind and then breaks exploding all the goo on the egg behind causing him to crash and then the exploded egg wins the race.
The target audience is for everyone who loves chocolate of all ages. The setting of this advert was Olympics games and was shown when they were played which will persuade more people to buy because they can relate to what's happening but realise it is unrealistic which makes it fun.
Dramatic - A dramatic advert uses suspense and drama to make the viewer wondering whats happening by creating the tension. Dramatic advert are used mostly in adverts for films so that people will want to go and see them.
An example of dramatic advert is the Lynx advert, in this advert it is normal busy day in town but then people start ignoring the important things and everything started going wrong and causing chaos. During this the men and women clearly were getting closer to each other and getting more attracted. Finally they realise that it is because of the smell of Lynx.
The target audience of this advert is for teenagers and young adults. I think this because the advert has used attractive young adults and this makes it more attractive to the target audience above because they want to have that effect on the opposite sexes.
Parodic - An advert which is parodic uses the technique of relating it to something popular such as a film or a T.V. programme. This will attract an larger target audience because more people will understand what they are trying to sell.
The example of parodic advert is specsavers, it is set on the beach and it starts off with some attractive women in bikinis and gets more and more women. They all starts running in slow motion towards to something but it is not clear what then you see a man spraying 'Lynx' on him and all the girls run past other people who are doing normal things on the beach. They then stand around the man but when he stopped spraying, they all stopped suddenly and put the horrible glasses on and the women immediately become not attracted anymore and walked away.
The whole advert makes you think it is Lynx advert because the theme is similar of what they used, therefore this will attract their larger target audience, which is teenagers and younger adults, and make them watch but eventually realising that it is specsavers. This will make it memorable and more likely for them to go to specsavers
Codes and Conventions within advertsCodes are systems of signs which create meaning, they usually can be divided into two categories which are technical and symbolic.
Technical codes are all the ways in which equipment is used to tell the story in a media text, for example the camera work in a film. Symbolic codes show what is beneath the surface of what we see. For example, a character's actions show you how the character is feeling. For example music fits both technical and symbolic. Conventions are the general accepted ways of doing something. There are general conventions in any medium, such as the use of interviewee quotes in a print article, but conventions are also genre specific. Codes and conventions are used together in any study of genre - it is not enough to discuss a technical code used such as camera work, without saying how it is conventionally used in a genre. For example, the technical code of lighting is used in some way in all film genres. It is a convention of the horror genre that side and back lighting is used to create mystery and suspense - an integral part of any horror movie.
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