Sunday, 28 April 2013
The Role of Advertising Standards Authority
The Advertising Standards Authority
What is the background of the ASA?
The Advertising Standards Authority is the UK’s independent regulator of advertising across all media. They control what can and cannot be shown in adverts taking into account details such as misleading information or racism. The ASA started in 1961 and they replaced the self regulatory CAP and the broadcast was regulatory was assessed by Ofcom. The ASA now work as a single organisation and all power has been handed over to them meaning the adverts and broadcast will be assessed by ASA, not only adverts on TV but other media formats such as radio, magazines and newspapers would be fully assessed and handled by the ASA after Ofcom gave this responsibility to them in 2004.
(http://www.asa.org.uk/News-resources/FAQs.aspx)
What is the role of the ASA?
The role of the ASA in the regulation of advertisment is assesing what can and what cannot be placed in an advertisment by Investigating the potential breaches and making sure the adverts stick to the advertising codes. The ASA regulate following the code of practice (cop) which has been drawn up by the committee of advertising practice (cap). This is basically a set of rules and regulations made up by advertisers, agencies and media owners. The Asa is funded by advertisers, collected by the advertising board of finance. The ASA are not government funded meaning that their work is free to the tax payer also stating that they are an independent organisation. (http://www.asa.org.uk/About-ASA/Funding.aspx)
The types of adverts that the ASA regulate:
-TV Ad's
-Radio Ad's
-Cinema Ad's
-Magazine Ad's
-Newspaper Ad's
-Posters
-Leaflets
-Brochures
-Email/Text/Fax Ad's
The types of adverts that the ASA has no power to regulate:
-Window shop Ad's
-In store Ad's
-Company website Ad's
The rules are simple and states that adverts must not be allowed to mislead its viewers and require advertisers to provide evidence to support their claims that they make about their product or service. Adverts must not discriminate against a race, religion or sexuality and companies need to make sure that they also have evidence for any sales claims they make like to state on their adverts.
What is the legal standing of the ASA?
The majority of sanctions for non-broadcast advertising are co-ordinated through CAP, whose members are trade associations representing advertisers, agencies and media. There are several CAP sanctions, which can be employed in different circumstances:
Ad Alerts - CAP can issue alerts to its members, including the media, advising them to withhold services such as access to advertising space.
Withdrawal of trading privileges - CAP members can revoke, withdraw or temporarily withhold recognition and trading privileges. For example, the Royal Mail can withdraw its bulk mail discount, which can make running direct marketing campaigns prohibitively expensive.
Pre-vetting - Persistent or serious offenders can be required to have their marketing material vetted before publication. For example, CAP’s poster industry members can invoke mandatory pre-vetting for advertisers who have broken the CAP Code on grounds of taste and decency or social responsibility – the pre-vetting can last for two years.
Pre-vetting - Persistent or serious offenders can be required to have their marketing material vetted before publication. For example, CAP’s poster industry members can invoke mandatory pre-vetting for advertisers who have broken the CAP Code on grounds of taste and decency or social responsibility – the pre-vetting can last for two years.
Sanctions in the online space - CAP has further sanctions that can be invoked to help ensure marketers’ claims on their own websites, or in other non-paid-for space under their control, comply with the Codes.
If the advert is misleading or unfair and the advertiser still refuses to comply with the rules set by the ASA then they will be referred to the office of fair trading and this case will move into legal proceedings under consumer protection from unfair trading. Advertisers are also disqualified from the industry awards and their work will not be recognised.
What do ofcom still do on a day to day running off?
What are the procedures of the organisation?What do ofcom still do on a day to day running off?
Steps ae taken in order to make a complaint to the ASA. Here are the steps needed to take:
1. First you must check if your complaint is covered by what the ASA do, you can either go onto their official webiste and check what media formats they cover and what they ;look out for in their rules. If you are not too sure you can find their cointact number on the webiste in which you can call them and discuss your complaint with them directly.
2.If the complaint fits the criteria then you can either write tio them, submit the complaint online or submit it via phone.
3.The ASA will then give you someone who you can contact to recieve updates on what is happening with your complaint.
4.The ASA can rewspond quickly to complaints, they can make an advertiser change any minor details and smaller investigations. If the problem is much larfer than this than a full investagation is needed which will take a little loger.
5.A formal investigation means the ASA council will rule on the matter. We contact all parties involved (complainant, advertiser and, if appropriate, the broadcaster) and inform them of the process. We ask the advertiser and broadcaster to provide evidence for any claims they make and, if needed, to provide justification about why they thought the ad was appropriate.
6.The ASA then place all the evidence and facts recieved to the ASA council which then reviews the advertisment in full to decide if the advertiser has breached any rules.
7.Rilings are published every wednesday to the media so the gernreal public can be made aware
8.Ads that break the rules are required to be amended or withdrawn, if they aren’t, we will take steps to make sure our ruling is followed.
You can find all the simple steps at this link : http://www.asa.org.uk/Consumers/~/media/Files/ASA/Misc/ASA_consumer_complaints_single_final.ashx
(http://www.asa.org.uk/Consumers/How-to-complain.aspx)
What key parts of the code governing food and soft drink advertising and childrens adverting will you think is important to bare in mind when making your advert?
When I am think thinking about making my own advert I need to keep in mind that children will be viewing this advert and it can effect them in various ways. Harm and offence research carried out by the ASA founded that 30% of young people (11-16 years) have been bothered by an ad in the last 12 months, with violent and sexual content, body image and charity ads most likely to be the source of distress. These are some points things I need to look at and avoid when making my own advert:
- Nudity
- Sexual imagery
- Violence
- Drugs
- Bad language
- Distressing scenes
- Offensive scenes (Racism, Sexism)
The ASA have stated that many parents also find it 'uncomfortable' for their children to be viewing these scenes so I would need to keep them out of my advertisement. Other things which I need to remember are that children pick things up easily meaning I cannot have any offensive language, violence and acts which little children would try to do at home and end up hurting them selves. I will also make sure my advert does not give off a wrong impression of the product and also make sure that I do not cause controversy by having scenes which are offensive to religion or someones sexual preference.
Adverts which have gave gained complaints?
The advert featured a dog singing its heart out when it was sat in the front passenger seat of the Volkswagen but shivering and cowering when it wasn't. Viewers were concerned about the dog's welfare during filming and claimed the ad condoned animal cruelty. Others said it broke the highway code. The ASA was assured a vet was on set during filming and the dog had not been harmed which means that this advert was not withdrawn or upheld.
Burger King (Food)
Burger King has been critised for this advert above. The advert shows a guy eating a burger named 'Double whooper' which suggests it is a big burger, but in reality many customers have complaied that this advert is misleading and it shows the burger bigger than it is in reality. The ASA have investigated this advert and have stated: 'Burger King said that it was their policy to follow the same protocol each time they filmed or photographed their products and only used Burger King approved ingredients which a customer would receive in-store. 'They stated that in order to be as clear as possible with their customers about the contents of their product, they needed to show all the ingredients clearly in their advertising.
'They said although they appreciated that not all those ingredients would always be visible from all sides of the burger, when filming the ad they had used the Tendercrisp chicken burger product build sheet used by staff in the restaurant to ensure the correct weights and ingredients were used.'
The ASA has banned the advertisement from showing on TV due to it being very misleading.
Thomas Cook (Children)
Thomas cook is a travel agency and in their December 2012 advert they made an advertisement showing a man letting down a tyre while people where on board the coatch, kids where watching. This advert receieced over 100 compalints due to the fear that children would mimic the advertisement, many stated that it was irresponsible and that children can be influcned by such adverts.
-72 challenged whether it was irresponsible and likely to condone or encourage behaviour prejudicing health and safety
- 69 questioned whether the ad was irresponsible, and showed criminal behaviour
- 23 asked if the ad was irresponsible and likely to be copied by children
- 3 challenged whether the ad was offensive, showing actions which might lead to a traffic accident.
Although this advert was cleared by advertising companies and also watchdog stating that it should not be shown during children program, the ASA decided to ban it. The ASA stated "We considered that older children, particularly teenagers, would be more readily able to emulate the behaviour shown, because they were more likely to have seen the ad and to be able to gain access to that type of tool."
Sunday, 21 April 2013
Adverts techniques and Associates
I will analyse five adverts and how they use their techniques to target a line of appeal:
1.
Overt message
An overt message is a message that is shown very clearly and the message that the media text is portraying is very obvious and also easy to understand. This is an advert for Haribo. The video shows a kid walking past a girl he liked eating a sour Haribo, at 0:07 we see that its really sour by the facial expressions she makes. So this advert instantly becomes overt because the obvious message in this is telling us that this product is very sour and you might also make similar facials expressions. The target audience for this would be boys and girl aged from "12-18". This is because sweets companies like Haribo generally target the younger audience. The location would be in the UK as the characters all have English accents. The obvious message can be seen here by the girls face and how sour it and this creates humour, so this becomes a talking point for people so this advert instantly becomes "Entertainment" because this is something someone might watch to distract themselves from what they are doing. Another reasons would be "social talking point" because people might share it and talk about how they feel about the advert, The socio group for this advert would be "E" because a lot of kids who do not work tend to buy these sweets.
2.
Emotional Response (self perception)
Emotional response is how the advertisement makes the audience feel, these can be different emotions such as happy, sad and excited etc. This is an advert for drink driving, the advert shows us a little child playing football in his backyard and a drink driver comes crashing into his garden and then we see the child being killed in the end. The target audience for this advert is mainly aimed at the older audience (18-28). I believe this is the target age group not only because of the character played in the advert who looks around 21-22, but the fact the age group is at a time where you are allowed to drink and young adults tend to party and drink which can lead to drink driving and not taking responsibility of how much they drink. This advert is specifically targeted at the male audience even though it can be related with the female gender the advert mainly focuses on the male point of view as drink driving is mainly carried out by males. The location for this advert is targeted at Germany as this advert was broad casted in Germany. The socio economic group that this advert targets would be "C1+C2" because these are working class people who enjoy alcohol after work and we see this at 0:30. The adverts technique would fall under Information and Personal identity, Information relates to this advert because the viewer is being educated on what can happen after someone drink drivers and the consequences they would face. This creates an element of "fear" which goes back to personal identity because many people would watch this advert and feel guilty that they may have drink driven before and now they put them selves in the same position. This is an emotional advert which created sadness but at the same time puts the viewer in the position of both the characters, the family loosing their child and the person driving the car. This appeals to the target audience as a wake up call and a warning so next time they will be more careful.
3.
Celebrity Endorsement
Celebrity Endorsement is the use of celebrity to take part in a media to sell and advertise a brand. This is used with well known product and reaches a lot of people due to the already made fan base of the celebrity being used in the advert, This is an advert for Pepsi that features the pop star Beyonce, Beyonce is seen dancing her well known music video moves in front of a mirror. The target audience for this advert would be mostly teenagers and young adults (13-25), the gender targeted would most likely be female but at the same time Beyonce also appeals to the male audience for other reasons such as sex appeal so males are still drawn into this advert. Location and ethnicity would fall under 'any' as Beyonce is knows all over the world and by everyone meaning that this advert will appeal to everyone. The socio economic group this would appeal to would be "B and C1+C2", I believe it would fall under this socio group due to the fact the product its self is mainly aimed at working class people, although Beyonce would fall under a more higher status she is used to glamorise the product for working class people. This adverts techniques would fall under Personal Identity and also Social Relationship. Personal Identity would be a strong point for this advert as a lot of people look up to Beyonce and she has one of the worlds biggest fancies, after watching this advert the female audience will feel the need to go purchase this Pepsi drink because Beyonce has drank it (0.09). We see Beyonce take a break from dancing and then drink the Pepsi drink and now suddenly she transforms back to her old characters she has played in previous music videos, this becomes a talking point as many people share music videos online and on social networking sites so this would fall under something to talk about and share with friends and family.
4.
Emotional Response (Fear)
Emotional response is how the advertisement makes the audience feel, these can be different emotions such as happy, sad and excited etc. This is an advert for a paint company, we see the use of fear being played out with the "haunted house" theme as we see a ghost chasing a man but humour input is added in when the ghost bumps into the wall. The target audience for this advert are both male and female from ages 25-35. I believe this is the target age group because paint is mostly purchased by a more mature audience who may have just moved into a new house or want to pain their rooms. At 0.09 we see the couple in bed, and as the man walks around the house we can tell that they have just purchased this house by the boxes and unfinished painted walls. The socio economic group that this would fall under would be "C1-C2-D", I believe this because it would fall under working class people who will buy paint themselves from their local DIY store rather than hire someone to come in and paint their house which more upper socio eco groups may do. This advert has a fear + humour element to it, we see the guy discover a ghost in house at 0.34 and this ghost pops up which frightens the viewer but while the ghost is chasing the man we see 0,48 we see the ghost bump into the wall because of the paint. The horror element to it was the reason why it was banned on TV, but this creates Social Interaction on the Internet and makes people share the You tube link around social networking site so this becomes something people talk about because of its scary element and humour.
5.
Hidden Message
Hidden messages is when an advert includes elements which the viewer might not be able to spot straight away. This is an advert for Ryvita which is a healthy diet biscuits and is advertised by a celebrity TV presenter. The target audience for this advert would be females ages from 30+ this can be identified by the presenter in the advert but also it is commonly known that older women tend to want to eat "less lat" product which means these products are most likely marketed towards them. The location would obviously be in the UK as this presenter is only known in the UK as a TV host and ethnicity would most likely be targeted at white females. The socio economic group this falls under is "B+C1+C2", I believe this because of its glamorisation of the product and a celebrity actually presenting the product. This falls under "Personal Identity" as many women will be able to relate to the fact they want to also be slim. Hidden messages are used here very effectively and the easiest one to find would be the fact they are using a celebrity in their advert to give it that extra boost for people to be attracted to the product. The mentality of "Oh if she tried it then I also should", this can be backed up by the fact from the start of the video to 0:20 the celebrity is semi naked eating the product and her body figure is exposed. This is showing the viewer that this skinny figure is resulting to actually eating the product, an additional message is shown when we see the celebrity put on a costume which represents how much weight she had before at 0:22, this gives us the shock value and also displays to the viewer the actual weight lost by this celebrity due to diet and also eating this product.
1.
Overt message
An overt message is a message that is shown very clearly and the message that the media text is portraying is very obvious and also easy to understand. This is an advert for Haribo. The video shows a kid walking past a girl he liked eating a sour Haribo, at 0:07 we see that its really sour by the facial expressions she makes. So this advert instantly becomes overt because the obvious message in this is telling us that this product is very sour and you might also make similar facials expressions. The target audience for this would be boys and girl aged from "12-18". This is because sweets companies like Haribo generally target the younger audience. The location would be in the UK as the characters all have English accents. The obvious message can be seen here by the girls face and how sour it and this creates humour, so this becomes a talking point for people so this advert instantly becomes "Entertainment" because this is something someone might watch to distract themselves from what they are doing. Another reasons would be "social talking point" because people might share it and talk about how they feel about the advert, The socio group for this advert would be "E" because a lot of kids who do not work tend to buy these sweets.
2.
Emotional Response (self perception)
Emotional response is how the advertisement makes the audience feel, these can be different emotions such as happy, sad and excited etc. This is an advert for drink driving, the advert shows us a little child playing football in his backyard and a drink driver comes crashing into his garden and then we see the child being killed in the end. The target audience for this advert is mainly aimed at the older audience (18-28). I believe this is the target age group not only because of the character played in the advert who looks around 21-22, but the fact the age group is at a time where you are allowed to drink and young adults tend to party and drink which can lead to drink driving and not taking responsibility of how much they drink. This advert is specifically targeted at the male audience even though it can be related with the female gender the advert mainly focuses on the male point of view as drink driving is mainly carried out by males. The location for this advert is targeted at Germany as this advert was broad casted in Germany. The socio economic group that this advert targets would be "C1+C2" because these are working class people who enjoy alcohol after work and we see this at 0:30. The adverts technique would fall under Information and Personal identity, Information relates to this advert because the viewer is being educated on what can happen after someone drink drivers and the consequences they would face. This creates an element of "fear" which goes back to personal identity because many people would watch this advert and feel guilty that they may have drink driven before and now they put them selves in the same position. This is an emotional advert which created sadness but at the same time puts the viewer in the position of both the characters, the family loosing their child and the person driving the car. This appeals to the target audience as a wake up call and a warning so next time they will be more careful.
3.
Celebrity Endorsement
Celebrity Endorsement is the use of celebrity to take part in a media to sell and advertise a brand. This is used with well known product and reaches a lot of people due to the already made fan base of the celebrity being used in the advert, This is an advert for Pepsi that features the pop star Beyonce, Beyonce is seen dancing her well known music video moves in front of a mirror. The target audience for this advert would be mostly teenagers and young adults (13-25), the gender targeted would most likely be female but at the same time Beyonce also appeals to the male audience for other reasons such as sex appeal so males are still drawn into this advert. Location and ethnicity would fall under 'any' as Beyonce is knows all over the world and by everyone meaning that this advert will appeal to everyone. The socio economic group this would appeal to would be "B and C1+C2", I believe it would fall under this socio group due to the fact the product its self is mainly aimed at working class people, although Beyonce would fall under a more higher status she is used to glamorise the product for working class people. This adverts techniques would fall under Personal Identity and also Social Relationship. Personal Identity would be a strong point for this advert as a lot of people look up to Beyonce and she has one of the worlds biggest fancies, after watching this advert the female audience will feel the need to go purchase this Pepsi drink because Beyonce has drank it (0.09). We see Beyonce take a break from dancing and then drink the Pepsi drink and now suddenly she transforms back to her old characters she has played in previous music videos, this becomes a talking point as many people share music videos online and on social networking sites so this would fall under something to talk about and share with friends and family.
4.
Emotional Response (Fear)
Emotional response is how the advertisement makes the audience feel, these can be different emotions such as happy, sad and excited etc. This is an advert for a paint company, we see the use of fear being played out with the "haunted house" theme as we see a ghost chasing a man but humour input is added in when the ghost bumps into the wall. The target audience for this advert are both male and female from ages 25-35. I believe this is the target age group because paint is mostly purchased by a more mature audience who may have just moved into a new house or want to pain their rooms. At 0.09 we see the couple in bed, and as the man walks around the house we can tell that they have just purchased this house by the boxes and unfinished painted walls. The socio economic group that this would fall under would be "C1-C2-D", I believe this because it would fall under working class people who will buy paint themselves from their local DIY store rather than hire someone to come in and paint their house which more upper socio eco groups may do. This advert has a fear + humour element to it, we see the guy discover a ghost in house at 0.34 and this ghost pops up which frightens the viewer but while the ghost is chasing the man we see 0,48 we see the ghost bump into the wall because of the paint. The horror element to it was the reason why it was banned on TV, but this creates Social Interaction on the Internet and makes people share the You tube link around social networking site so this becomes something people talk about because of its scary element and humour.
5.
Hidden Message
Hidden messages is when an advert includes elements which the viewer might not be able to spot straight away. This is an advert for Ryvita which is a healthy diet biscuits and is advertised by a celebrity TV presenter. The target audience for this advert would be females ages from 30+ this can be identified by the presenter in the advert but also it is commonly known that older women tend to want to eat "less lat" product which means these products are most likely marketed towards them. The location would obviously be in the UK as this presenter is only known in the UK as a TV host and ethnicity would most likely be targeted at white females. The socio economic group this falls under is "B+C1+C2", I believe this because of its glamorisation of the product and a celebrity actually presenting the product. This falls under "Personal Identity" as many women will be able to relate to the fact they want to also be slim. Hidden messages are used here very effectively and the easiest one to find would be the fact they are using a celebrity in their advert to give it that extra boost for people to be attracted to the product. The mentality of "Oh if she tried it then I also should", this can be backed up by the fact from the start of the video to 0:20 the celebrity is semi naked eating the product and her body figure is exposed. This is showing the viewer that this skinny figure is resulting to actually eating the product, an additional message is shown when we see the celebrity put on a costume which represents how much weight she had before at 0:22, this gives us the shock value and also displays to the viewer the actual weight lost by this celebrity due to diet and also eating this product.
Sunday, 14 April 2013
Characteristics of a TV ad
I will pick out two adverts and talk about their 5 keys. These include:
-Benefits Offered: How will it benefit and improved your life.
-Advantages over other products:Why should you buy this product over its competitors.
-USP (Unique selling point):: What this product or service provides or does that no other product or service in the same market can do.
-Lifestyle appeal: How will this product change or help a persons lifestyle.
-Brand Identity: How does the advert position the brand being advertised.
This is a powerade advert which broadcaster before and during the 2012 London Olympics. Powerade is a sports drink manufactured by the coco cola company and launched its self in 1988. The advertisement links in with the Olympics hugely and the advert it self is based around sports and athletics. The benefits offered to the viewer can be see at 0:27 when the voice over promotes the word "you will find strength" at this moment in the advert the actors gain energy and start doing well in their activities they are preforming. The main benefit that this product is promoting is energy and strength but the advert does hide away from possible side effects such as high sugar levels and the large amounts of caffeine which are mixed into this drink. The advantages over other products can be seen in this advert, the most obvious suggestion would be the fact that powerade is in sponsorship with the 2012 London Olympics game so throughout this advert such as at 0:16 we see a swimmer who has the 2012 logo tattoo on his back. When the Logo is shown throughout the video its standards are raised higher than any other drink such as maybe Red Bull, because the audience are shown that this dink is going to be used by the athletes who are competing in the London Olympics which makes it much more appealing. The main unique selling point for this advert and company would be its flaunting of its sponsorship with the Olympics, this makes it unique and out ranks other similar products. Another unique selling point for this company would be its new formula which the company has showcased in its other adverts also with a new wide variety of flavours. The target audience for this type of product would be at the age range of 16-26, I chose this age range because these are the main ages in which people are most athletic and energetic because this is who the company is targeting. Linking in with the Olympics this drink is sold to both male and female as we can see both genders in the advert. The lifestyle appeal is generally targeted at young adults and this can be seen throughout the advert as we see athletes preforming athletics, another thing which can be pointed out is that from the start of the advert to 0:26 we see the athletics failing in what they are doing and getting frustrated, the audience can relate to this with things they may have gone through and especially for this target audience which are young adults who may be competing in sports or sitting an exam. Over all this product has a clear market it is trying to target at young vibrant young adults as the product is glorified as this sports drink that will give you the boost to complete what you are doing.
Special K Cereal
Special K is a cereal made by the Kellogg's cereal company. The primary aim for this advert and the company over all is for women to loose weight. The benefits offered to the customer can be seen around 0:10 when we see the lady who is wearing normal dull clothes suddenly turn bright and "classy". This is automatically showing the viewer that after you have this product you will feel better about yourself. The empathises is also places on the size of the clothes because at first we see the lady wearing baggy clothes and after the change we see her wearing more exposed and tight clothes telling the viewer that this cereal works and you can feel better about yourself. A symbol of "Life" and "Death" is also shown linking in with the fact that this product will make you feel alive ...
The Unique selling point for this advert would be the fact that the product makes you feel more alive and happy with life, the target audience (middle ages women) at this point suffer from feeling sluggish and also watching their weight so the selling point would be the fact that it is low in fat expressed by their slogan at 0:28 when the advert mentions "what will you gain when you loose". The typography is very small which can link in with the fact that this product will make you feel skinny and also the use of white in the advert and also the packaging of the product. White is seen as light and bright and this colour on the packaging and advert portrays to the audience that this product will make you feel skinny and simple. The advantages over other products can be seen at 0:09 when we see the women open the cupboard up to get the cereal, the voice over tells us that there are "10 delicious flavours" and we see the box of cereal change packaging. The Idea of having these different flavours appeals to the audience because they do not need to stick to one boring flavour, many other products in the same market come in bland and one flavour due to the fact a lot of wheat and healthy ingredients need to be put in to these cereal, but this product allows the consumer to choose from ten different flavours giving them a wide variety of choice as not everyone enjoys the same taste, The target audience can be seen by the character used in the advert. A middle aged women is used to help promote the product to that specific market, location and ethnicity varies as the advertisement does not specifically focus on these two points. The lifestyle appeal in the product is slimming down and having a lighter breakfast, at 0:18 we see the lady in a red dress which is bright meaning that she is feeling happy we also see her twirl around showing the audience that she is cheerful and feeling "light" and not sluggish. This lifestyle appeal of feeling skinny and light is targeted at women and especially women who are middle aged due to them ageing and now wanting to feel more better about themselves. The brand identity can also be seen from the packaging of the actual product as we see the use of white and red. Red is used for the companies logo and then we see the actual package being all white showing us that the product is very light and simple. What the product might not be showing the viewer is the actual ingredients which might be used in this product as it can contain a lot of other elements which actually increases fat or has other side effects, this is why the advert completely ignores pointing out one or more ingredients it may contain as other adverts in the same market may use their actual ingredients to promote themselves in an advert.
-Benefits Offered: How will it benefit and improved your life.
-Advantages over other products:Why should you buy this product over its competitors.
-USP (Unique selling point):: What this product or service provides or does that no other product or service in the same market can do.
-Lifestyle appeal: How will this product change or help a persons lifestyle.
-Brand Identity: How does the advert position the brand being advertised.
Powerade
This is a powerade advert which broadcaster before and during the 2012 London Olympics. Powerade is a sports drink manufactured by the coco cola company and launched its self in 1988. The advertisement links in with the Olympics hugely and the advert it self is based around sports and athletics. The benefits offered to the viewer can be see at 0:27 when the voice over promotes the word "you will find strength" at this moment in the advert the actors gain energy and start doing well in their activities they are preforming. The main benefit that this product is promoting is energy and strength but the advert does hide away from possible side effects such as high sugar levels and the large amounts of caffeine which are mixed into this drink. The advantages over other products can be seen in this advert, the most obvious suggestion would be the fact that powerade is in sponsorship with the 2012 London Olympics game so throughout this advert such as at 0:16 we see a swimmer who has the 2012 logo tattoo on his back. When the Logo is shown throughout the video its standards are raised higher than any other drink such as maybe Red Bull, because the audience are shown that this dink is going to be used by the athletes who are competing in the London Olympics which makes it much more appealing. The main unique selling point for this advert and company would be its flaunting of its sponsorship with the Olympics, this makes it unique and out ranks other similar products. Another unique selling point for this company would be its new formula which the company has showcased in its other adverts also with a new wide variety of flavours. The target audience for this type of product would be at the age range of 16-26, I chose this age range because these are the main ages in which people are most athletic and energetic because this is who the company is targeting. Linking in with the Olympics this drink is sold to both male and female as we can see both genders in the advert. The lifestyle appeal is generally targeted at young adults and this can be seen throughout the advert as we see athletes preforming athletics, another thing which can be pointed out is that from the start of the advert to 0:26 we see the athletics failing in what they are doing and getting frustrated, the audience can relate to this with things they may have gone through and especially for this target audience which are young adults who may be competing in sports or sitting an exam. Over all this product has a clear market it is trying to target at young vibrant young adults as the product is glorified as this sports drink that will give you the boost to complete what you are doing.
Special K Cereal
Special K is a cereal made by the Kellogg's cereal company. The primary aim for this advert and the company over all is for women to loose weight. The benefits offered to the customer can be seen around 0:10 when we see the lady who is wearing normal dull clothes suddenly turn bright and "classy". This is automatically showing the viewer that after you have this product you will feel better about yourself. The empathises is also places on the size of the clothes because at first we see the lady wearing baggy clothes and after the change we see her wearing more exposed and tight clothes telling the viewer that this cereal works and you can feel better about yourself. A symbol of "Life" and "Death" is also shown linking in with the fact that this product will make you feel alive ...
The Unique selling point for this advert would be the fact that the product makes you feel more alive and happy with life, the target audience (middle ages women) at this point suffer from feeling sluggish and also watching their weight so the selling point would be the fact that it is low in fat expressed by their slogan at 0:28 when the advert mentions "what will you gain when you loose". The typography is very small which can link in with the fact that this product will make you feel skinny and also the use of white in the advert and also the packaging of the product. White is seen as light and bright and this colour on the packaging and advert portrays to the audience that this product will make you feel skinny and simple. The advantages over other products can be seen at 0:09 when we see the women open the cupboard up to get the cereal, the voice over tells us that there are "10 delicious flavours" and we see the box of cereal change packaging. The Idea of having these different flavours appeals to the audience because they do not need to stick to one boring flavour, many other products in the same market come in bland and one flavour due to the fact a lot of wheat and healthy ingredients need to be put in to these cereal, but this product allows the consumer to choose from ten different flavours giving them a wide variety of choice as not everyone enjoys the same taste, The target audience can be seen by the character used in the advert. A middle aged women is used to help promote the product to that specific market, location and ethnicity varies as the advertisement does not specifically focus on these two points. The lifestyle appeal in the product is slimming down and having a lighter breakfast, at 0:18 we see the lady in a red dress which is bright meaning that she is feeling happy we also see her twirl around showing the audience that she is cheerful and feeling "light" and not sluggish. This lifestyle appeal of feeling skinny and light is targeted at women and especially women who are middle aged due to them ageing and now wanting to feel more better about themselves. The brand identity can also be seen from the packaging of the actual product as we see the use of white and red. Red is used for the companies logo and then we see the actual package being all white showing us that the product is very light and simple. What the product might not be showing the viewer is the actual ingredients which might be used in this product as it can contain a lot of other elements which actually increases fat or has other side effects, this is why the advert completely ignores pointing out one or more ingredients it may contain as other adverts in the same market may use their actual ingredients to promote themselves in an advert.
Style and Form in Telivision Advertising
I will find diffrent types of confectionary adverts and explain how they use the sytles and conventions to help them appeal to the audience.
Humour is added to an advert to entertain the viewers. This is an advertisement for Nandos and shows a lady at the table complaining about her food, at first we are exposed to this women and her phone conversation and we can tell that they have set out a stereotypical "dumb blonde" character by the way she speaks and also looks down at her nails while on the phone. Around 0.15 we see her complaining about her chips being missing, the waitress shows her that the chips are on her plate but her breasts are in the way of her view. This automatically creates humour for the audience and specially aimed towards the male viewers, at 0.22 we see the women being embarrassed and trying to cool the situation off by trying to get the straw into her mouth but she has a hard time doing this and this part of the segment creates humour for the audience as well. The advertisement relates to what the product is (double breasted burger) as we can see from the end of the advertisement.
Surrealism is taken place when trying to get attention towards the advert. This is an advert for an ice cream company and surrealism is created when the actual advert does not really make any sense and it can give off a sense of creepiness with the help of weird sounds and imagery. This advert shows us a man who is made from ice cream, and through the advert we hear an old fashioned voice over which creates creepiness. The voice over is telling us how tasting ice cream feels like while the man made of ice cream is eating himself, his eyes are wide open and he never blinks during the whole advert. These types of adverts stick to the viewer more as they try to discuss or think about what they have just watched, they are kept mesmerised and also stick to the viewers mind for longer.
Drama is added to adverts to help get the audience interested in the advert and also make them want to see the over all outcome of what happens by the time the advert is finished. This advert is for Coca Cola Zero and with the help of the newly released James bond film the promotional technique works very well with the advert. We see random members of the public wanting to buy a drink from the coca cola vending machine but they are comforted with a task, which is to get to platform 6 under 70 seconds to win exclusive tickets to the film premiere. This automatically created a sense of "Is he going to make it" for the audience which helps the audience stay glued to the screen until the end. At 0.32 we find out that this task was not going to be easy and there will be obstacles for the person along the way, do during the advert we see the member of the public try to get past these obstacles and this becomes a "mission" like those seen in the 007 films. This drama is kept throughout the whole advert and keeps the viewer one edge to find out if the person actually wins the ticket in the end or not.
Parody adverts are made to make the viewer laugh and see an alternative of other media formats they might have seen before. These include movies, music videos and TV shows. This is an advert for Orangina which is a drink company, from the advert we can see that it is mocking other adverts such as an advert for deodorant (1.05) or advert for milk (0.16). This advert uses exactly the same conventions of other adverts which try to sell a product but replaces it with Orangina and to add humour and even surrealism it replaces humans with animals so this product is being promoted by animals. This advert created humour for the audience and clearly made aware that they where simply mocking stereotypical adverts.
Realist narrative means a narrative with in an advertisement which the viewer can relate to. This can include the story line, characters and certain situations or dilemmas which the advertisement might display. This is an advertisement for McVities chocolate biscuits and we see a storyline develop here as we see a man walking into someone else's house and then being told not to eat the chocolate biscuits, he then feels tempted and starts eating the biscuits while mocking the person the biscuits belong to. The women then walks into the man mocking her and an awkward situation is created. This can be a relative narrative as people can be tempted to eat/take things which are not the and also people can fall into a situation where someone walks into you talking about them or mocking them. This helps create a real story line for the audience and something they can relate to or even fuse a similar story with.
Anti-realist narrative means when there is a story present in the advertisement but the story is very unrealistic and most likely impossible to come true. This is an advertisement for sweetcorn from a company called Green Giant. In this advert we see the can of sweetcorn "magically" open up in front of the child and this takes the child into an animated world where he meets the green giant and helps pic out corns with the child. This is obviously a very unrealistic narrative but it still holds a story which makes i an Anti-realist advert because it could never happen. This type of advert mostly contains humour or either animation with a very unruliest story line, but it helps create an interesting story for the viewer and in this case children would find this advert interesting and appealing which will make them want to try/buy this product.
Stand Alone:
A series advert is one which springs off another, meaning that a company or a service would make the advert continue in each episode or have the same concept for each one. An example I have picked out is DAZ, this company has decided to make a mini soap opera lasting 30-40 seconds each for their adverts. In this advert we see actual soap opera characters play a part in a stereotypical story line, at the end we see the character says "his not your dad" and then it ends with dramatic music and a tag line. This is mainly aimed at the British audience as it is mocking their story lines, but at the same time these adverts help keep viewer interest by making them watch out for the next episode and to see what will happen "next time".
Style
Humorous:
Humour is added to an advert to entertain the viewers. This is an advertisement for Nandos and shows a lady at the table complaining about her food, at first we are exposed to this women and her phone conversation and we can tell that they have set out a stereotypical "dumb blonde" character by the way she speaks and also looks down at her nails while on the phone. Around 0.15 we see her complaining about her chips being missing, the waitress shows her that the chips are on her plate but her breasts are in the way of her view. This automatically creates humour for the audience and specially aimed towards the male viewers, at 0.22 we see the women being embarrassed and trying to cool the situation off by trying to get the straw into her mouth but she has a hard time doing this and this part of the segment creates humour for the audience as well. The advertisement relates to what the product is (double breasted burger) as we can see from the end of the advertisement.
Surreal:
Surrealism is taken place when trying to get attention towards the advert. This is an advert for an ice cream company and surrealism is created when the actual advert does not really make any sense and it can give off a sense of creepiness with the help of weird sounds and imagery. This advert shows us a man who is made from ice cream, and through the advert we hear an old fashioned voice over which creates creepiness. The voice over is telling us how tasting ice cream feels like while the man made of ice cream is eating himself, his eyes are wide open and he never blinks during the whole advert. These types of adverts stick to the viewer more as they try to discuss or think about what they have just watched, they are kept mesmerised and also stick to the viewers mind for longer.
Dramatic:
Drama is added to adverts to help get the audience interested in the advert and also make them want to see the over all outcome of what happens by the time the advert is finished. This advert is for Coca Cola Zero and with the help of the newly released James bond film the promotional technique works very well with the advert. We see random members of the public wanting to buy a drink from the coca cola vending machine but they are comforted with a task, which is to get to platform 6 under 70 seconds to win exclusive tickets to the film premiere. This automatically created a sense of "Is he going to make it" for the audience which helps the audience stay glued to the screen until the end. At 0.32 we find out that this task was not going to be easy and there will be obstacles for the person along the way, do during the advert we see the member of the public try to get past these obstacles and this becomes a "mission" like those seen in the 007 films. This drama is kept throughout the whole advert and keeps the viewer one edge to find out if the person actually wins the ticket in the end or not.
Parody:
Parody adverts are made to make the viewer laugh and see an alternative of other media formats they might have seen before. These include movies, music videos and TV shows. This is an advert for Orangina which is a drink company, from the advert we can see that it is mocking other adverts such as an advert for deodorant (1.05) or advert for milk (0.16). This advert uses exactly the same conventions of other adverts which try to sell a product but replaces it with Orangina and to add humour and even surrealism it replaces humans with animals so this product is being promoted by animals. This advert created humour for the audience and clearly made aware that they where simply mocking stereotypical adverts.
Form
Realist Narrative:
Realist narrative means a narrative with in an advertisement which the viewer can relate to. This can include the story line, characters and certain situations or dilemmas which the advertisement might display. This is an advertisement for McVities chocolate biscuits and we see a storyline develop here as we see a man walking into someone else's house and then being told not to eat the chocolate biscuits, he then feels tempted and starts eating the biscuits while mocking the person the biscuits belong to. The women then walks into the man mocking her and an awkward situation is created. This can be a relative narrative as people can be tempted to eat/take things which are not the and also people can fall into a situation where someone walks into you talking about them or mocking them. This helps create a real story line for the audience and something they can relate to or even fuse a similar story with.
Anti-realist narrative:
Anti-realist narrative means when there is a story present in the advertisement but the story is very unrealistic and most likely impossible to come true. This is an advertisement for sweetcorn from a company called Green Giant. In this advert we see the can of sweetcorn "magically" open up in front of the child and this takes the child into an animated world where he meets the green giant and helps pic out corns with the child. This is obviously a very unrealistic narrative but it still holds a story which makes i an Anti-realist advert because it could never happen. This type of advert mostly contains humour or either animation with a very unruliest story line, but it helps create an interesting story for the viewer and in this case children would find this advert interesting and appealing which will make them want to try/buy this product.
Animation:
Animation is when the advert is in animation throughout. This is an advert for Lucky Charms which is an American cereal, as we can see from the above video this is an animated advert and contains cartoon characters throughout the advert and is targeted at the younger audience. We see a storyline appear as we see the leprechaun being chased by a group of kids and then he uses his magical powers and makes the marshmallows which are contained in the cereal, split up into more mini ones to help his escape. This is both promoting the new mini marshmallows to the audience and at the same time keeping the younger audience interested and entertained.
Documentary
Documentary adverts shows real life characters talking/promotions and displaying the product or service, This is a Flora advertisement for butter products as we can see from the advert we have a famous presenter and his mother being the main characters in the advert, these types of advert are not made to entertain the viewer but to give them facts which is why these are targeted more at the older audience.In this advert we see the mother cooking for the son (who is a celebrity, so most of the time celebrity endorsement is used) . He has never seen this product before so he questions her and at 0:08 we see her pointing to the bottle of oil and stating that it has "45% less saturated fat" giving the presenter a statistic and why they should purchase this product. Another element added to this advert is the mother and son relationship as we see the mother cooking for her child even though he is at an older age, the viewers could relate to this.
Talking heads:
Talking heads are adverts which have consumers or actors talking throughout the advert. In this advert for Lidl we see a man promoting low fat cereal but a cheaper price than any other brand, we see the prices for both cereal and the man talking about how he likes both cereals and then shows the prices for both. Lidl is known for having non branded goods which are very low at price, so this advert not only promotes the company but shows the audience how the products they sell are similar to those branded products they may by but only cheaper. Humour is added to keep the viewers interest as the man is trying to fit in to a dress.
Stand Alone:
Stand alone adverts are one off adverts made by a company or service, these tend to stay on out TV's for much longer due to the fact they where probably more expensive to make. This is an example from the beverage Guinness and their take on "Evolution". The advert its self has nothing to do with drinking beverage but we see three men who have walked into a bar and then the advert starts rewinding and we see different stages of evolution from cave men to monkeys. These types of advert are created to catch the audiences eye and at the same time let them enjoy what they are seeing as it is something interesting/funny. These adverts are made with a lot of graphics and special effects which would cost a lot for the company, this however does not effect the company as adverts like this will attract many customers.
Series:
A series advert is one which springs off another, meaning that a company or a service would make the advert continue in each episode or have the same concept for each one. An example I have picked out is DAZ, this company has decided to make a mini soap opera lasting 30-40 seconds each for their adverts. In this advert we see actual soap opera characters play a part in a stereotypical story line, at the end we see the character says "his not your dad" and then it ends with dramatic music and a tag line. This is mainly aimed at the British audience as it is mocking their story lines, but at the same time these adverts help keep viewer interest by making them watch out for the next episode and to see what will happen "next time".
Sunday, 24 March 2013
Codes and Conventions
Codes and Conventions of an Advert
Advertisements holds a variety of codes and conventions, here are some of the conventions they use and the purpose for it ...
- Humour = Humour is a very important element when it comes to advertisement. Humour is used to attract the viewer and make them laugh or keep their eyes on the advertisement to the very end. Humour is mostly used in a light hearted advert and something very simple rather than a long joke, these adverts also gain a majority of younger audience and keeps them laughing while selling the product towards the market they have chosen.
-Shock/surprise = Shock and suprimsment is when the advert is surprising for the viewer, this includes twist ending's or a very surreal type of advert. This is used to keep the viewer interested and would help the product or service gain some publicity concerning the advert because a lot of people will be talking about the advert. Shock and surprise keeps the viewers talking and then this would spread all over social media. The advert producers are very clever when it comes to adding shock and elements as they know how to use the right type of imagery and elements which make the advert shocking.
-Annoying but catchy = Annoying adverts are the ones that stick to peoples heads the longest. This has been proven by many adverts and the one that is always stuck in peoples heads are the ones that had a sense of annoyance but catchy music or character in it. An example for this would be the 'Go compare' advert in which a man dressed up as Gio Compario is seen singing the very annoying theme tune, as much as people can hate on the character and the advert they can not deny the fact that the music and the character sticks out from other adverts and ends up stuck in their heads.
-Celebrity endorsement = Celebrity endorsement is a popular way to sell a service or product. This is when a service or product use a celebrity in an advert to "show off" their brand. This instantly helps attract the celebrities fan base towards the product and also gets people thinking that if a famous person is starring in a TV advert then this must mean that the product/service is good and of quality.
-Music = Music is simply used to first keep the advert very simple and also to make the viewer sing along to recognise the song playing. Music is used when a lot of dialogue is not needed and helps the advert to progress very fast and give off a simple message and the other reason could be that the music being used ties in with the theme of the product or service and matches very well with the mood of the advert. The lyrics can also pretty much tell the story for the advert rather than having voice overs.
-Strong/Emotional message = Strong and emotional messages given in advertisements help gain a sympathetic and passionate emotion of the viewer. These ad/s tend to vary as most of them come from charities but other products and services tend to use this to gain a more mature audience. A very simple example would be if a coat company was to produce an advert on how mothers and fathers should care for their children during winter time and keep them warm with a coat rather than an advert of kids jumping around with the coat on, this automatically grabs the mature audience and also keeps that strong message of 'good parenting' in there to capture the viewers emotion.
-Sympathy = Sympathy is mostly used in adverts including charities and services which help deal with deep issues. Sympathetic adverts help grab the audiences emotions and keeps the viewer interested. The adverts helps sell the service using sympathetic scenes an example would be for a charity about poor children in Africa would use scenes of poor children using dark and gloomy imagery making the viewer sad and at the same time sublimely refraining the viewer from changing channels because they would think it is disrespectful to change the channel while such an emotional advert is on.
-Aspiration = Aspiration is when a company or service uses good looking characters to sell the product or service. This pretty much ties in with celebrity endorsement as they used a good looking people to "show off" this product or service making it appealing to the more younger audience by grabbing their attention and the audience thinking that if someone good looking is buying it/ using it then I 'aspire' to be like them.
Intertextuality = This is when one media refers to another.The advertisement would use previous elements from films/music videos/previous adds/stores etc and use them for the advert. This instantly helps gain the viewers attention as they would like to see what type of twist does this advert hold and what are they actually referring to.
I will now find examples of TV adverts from You tube and show how the adverts used the codes and conventions of ...
-Camera angle and shot
-Iconography
-Editing
-Lighting
-Sound
-Music
-Computer graphics
-Special effects
Pantene Advert
This Pantene advert uses various codes and conventions. The first convention that can be pointed out is the Lighting. throughout this advert. The advert has really bright lights which hep the advert to look more professional and also in a sense "spot light" the idea of the product and the product its self. The advert is showcasing a shampoo company so the lighting will be very bright to help the hair of the women in the advert shine and attract its viewers into buying the product. Around 0:18 the advert actually shows the lights that they are using for a split second.The sound/music is also very widely used in this advert and is heard throughout the advert and it is very dramatic but at the same time ties in with what the shampoo advert is trying to portray. Pantene adverts also include celebrity endorsement and this advert is lead by a reality TV star called Mylene Klass. The music is visually shown by the women in the advert who is playing the piano and with the rhythm and also the women moves her hair about displaying the outcome of the product and how "classy" it looks, this also ties in with the target market as the music being played would appeal to a more mature market. The editing of this advert is also very sharp and snappy as the overall running time is 31 seconds, this gives the advert producers for this specific advert an advantage as the random cuts and quick transitions can be justified with the dramatic piano music being played live by the women. Iconography also comes into play here as we see various types of imagery.Here are some examples using a still image from the advert at 0:03 ..
Weetabix Advert
This is a weetabix advert also uses various codes and conventions. The first convention that we can see is sound. Sound is started off as a normal sound and at 0:05 the sound switches up to a light hearted dub step which creates an element of surprise and also keeps the viewers attention. This advert will grab the younger audience more as this is their target market and make them want to buy the product. The camera angle and shot types are changed here very often. At 0:03 we see a close up of the product which already exposes up to the product all ready and then at 0:08 the camera changed to a long shot and this is when we see the girl dancing, this shows us continuity and also helps us understand what has happened and how after the girl has had the cereal she has had a burst of energy which is making her break dance. The camera is also used to jerk with the sound of the music and also with the moves of the girl who is break dancing in the advert, this creates good visual for the audience and attracts attention. Computer Graphics and Special effects is also used here, at 0:08 we start seeing the teddy bears which are spread across the room suddenly stand up and start dancing, this instantly grabs the attention of the viewer and created humour and surprise. Instantly this will attract the younger audience and at the same time make the older audience laugh, the graphics are then taken further as well see the teddy bears break dancing along with the girl and jumping on the bed. TV adverts with graphics and special effects cost more than a usual advert but they are the ones that are kept on TV the longest and also most remembered for their humour or surprise.
Advertisements holds a variety of codes and conventions, here are some of the conventions they use and the purpose for it ...
- Humour = Humour is a very important element when it comes to advertisement. Humour is used to attract the viewer and make them laugh or keep their eyes on the advertisement to the very end. Humour is mostly used in a light hearted advert and something very simple rather than a long joke, these adverts also gain a majority of younger audience and keeps them laughing while selling the product towards the market they have chosen.
-Shock/surprise = Shock and suprimsment is when the advert is surprising for the viewer, this includes twist ending's or a very surreal type of advert. This is used to keep the viewer interested and would help the product or service gain some publicity concerning the advert because a lot of people will be talking about the advert. Shock and surprise keeps the viewers talking and then this would spread all over social media. The advert producers are very clever when it comes to adding shock and elements as they know how to use the right type of imagery and elements which make the advert shocking.
-Annoying but catchy = Annoying adverts are the ones that stick to peoples heads the longest. This has been proven by many adverts and the one that is always stuck in peoples heads are the ones that had a sense of annoyance but catchy music or character in it. An example for this would be the 'Go compare' advert in which a man dressed up as Gio Compario is seen singing the very annoying theme tune, as much as people can hate on the character and the advert they can not deny the fact that the music and the character sticks out from other adverts and ends up stuck in their heads.
-Celebrity endorsement = Celebrity endorsement is a popular way to sell a service or product. This is when a service or product use a celebrity in an advert to "show off" their brand. This instantly helps attract the celebrities fan base towards the product and also gets people thinking that if a famous person is starring in a TV advert then this must mean that the product/service is good and of quality.
-Music = Music is simply used to first keep the advert very simple and also to make the viewer sing along to recognise the song playing. Music is used when a lot of dialogue is not needed and helps the advert to progress very fast and give off a simple message and the other reason could be that the music being used ties in with the theme of the product or service and matches very well with the mood of the advert. The lyrics can also pretty much tell the story for the advert rather than having voice overs.
-Strong/Emotional message = Strong and emotional messages given in advertisements help gain a sympathetic and passionate emotion of the viewer. These ad/s tend to vary as most of them come from charities but other products and services tend to use this to gain a more mature audience. A very simple example would be if a coat company was to produce an advert on how mothers and fathers should care for their children during winter time and keep them warm with a coat rather than an advert of kids jumping around with the coat on, this automatically grabs the mature audience and also keeps that strong message of 'good parenting' in there to capture the viewers emotion.
-Sympathy = Sympathy is mostly used in adverts including charities and services which help deal with deep issues. Sympathetic adverts help grab the audiences emotions and keeps the viewer interested. The adverts helps sell the service using sympathetic scenes an example would be for a charity about poor children in Africa would use scenes of poor children using dark and gloomy imagery making the viewer sad and at the same time sublimely refraining the viewer from changing channels because they would think it is disrespectful to change the channel while such an emotional advert is on.
-Aspiration = Aspiration is when a company or service uses good looking characters to sell the product or service. This pretty much ties in with celebrity endorsement as they used a good looking people to "show off" this product or service making it appealing to the more younger audience by grabbing their attention and the audience thinking that if someone good looking is buying it/ using it then I 'aspire' to be like them.
Intertextuality = This is when one media refers to another.The advertisement would use previous elements from films/music videos/previous adds/stores etc and use them for the advert. This instantly helps gain the viewers attention as they would like to see what type of twist does this advert hold and what are they actually referring to.
I will now find examples of TV adverts from You tube and show how the adverts used the codes and conventions of ...
-Camera angle and shot
-Iconography
-Editing
-Lighting
-Sound
-Music
-Computer graphics
-Special effects
Pantene Advert
This Pantene advert uses various codes and conventions. The first convention that can be pointed out is the Lighting. throughout this advert. The advert has really bright lights which hep the advert to look more professional and also in a sense "spot light" the idea of the product and the product its self. The advert is showcasing a shampoo company so the lighting will be very bright to help the hair of the women in the advert shine and attract its viewers into buying the product. Around 0:18 the advert actually shows the lights that they are using for a split second.The sound/music is also very widely used in this advert and is heard throughout the advert and it is very dramatic but at the same time ties in with what the shampoo advert is trying to portray. Pantene adverts also include celebrity endorsement and this advert is lead by a reality TV star called Mylene Klass. The music is visually shown by the women in the advert who is playing the piano and with the rhythm and also the women moves her hair about displaying the outcome of the product and how "classy" it looks, this also ties in with the target market as the music being played would appeal to a more mature market. The editing of this advert is also very sharp and snappy as the overall running time is 31 seconds, this gives the advert producers for this specific advert an advantage as the random cuts and quick transitions can be justified with the dramatic piano music being played live by the women. Iconography also comes into play here as we see various types of imagery.Here are some examples using a still image from the advert at 0:03 ..
Weetabix Advert
This is a weetabix advert also uses various codes and conventions. The first convention that we can see is sound. Sound is started off as a normal sound and at 0:05 the sound switches up to a light hearted dub step which creates an element of surprise and also keeps the viewers attention. This advert will grab the younger audience more as this is their target market and make them want to buy the product. The camera angle and shot types are changed here very often. At 0:03 we see a close up of the product which already exposes up to the product all ready and then at 0:08 the camera changed to a long shot and this is when we see the girl dancing, this shows us continuity and also helps us understand what has happened and how after the girl has had the cereal she has had a burst of energy which is making her break dance. The camera is also used to jerk with the sound of the music and also with the moves of the girl who is break dancing in the advert, this creates good visual for the audience and attracts attention. Computer Graphics and Special effects is also used here, at 0:08 we start seeing the teddy bears which are spread across the room suddenly stand up and start dancing, this instantly grabs the attention of the viewer and created humour and surprise. Instantly this will attract the younger audience and at the same time make the older audience laugh, the graphics are then taken further as well see the teddy bears break dancing along with the girl and jumping on the bed. TV adverts with graphics and special effects cost more than a usual advert but they are the ones that are kept on TV the longest and also most remembered for their humour or surprise.
Monday, 18 March 2013
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