Styles. Humorous Advert. Fosters Gold. This is a humorous advert and falls into the form of Realistic Narrative along with Talking Heads as it starts with a casual party scene, moves to the middle which has 2 guys talking to each other over the phone and ends with the main character of the ad talking to the party host and you mainly only see the heads to the 2 guys talking. The adverts style is humorous as they are making funny remarks as well as their facial expressions showing humor. It uses iconography which shows the difference between Australia and England, and in the advert, expressing that Australia is a better place to be. The advert also uses a variety of different camera shots and angles to show the facial expressions of the characters which add to the humorous effect, as well as mid to long shots to show the contrast in the 2 countries and how Australia is represented in a better light than England. The product is shown at the end along with the logo which show that some computer graphics have been added into the advert as well as using a voice over.
Surreal Advert. Jordans.This advert uses the form of Anti-Realist Narrative and Stand Alone as as the use of talking animalsshow that its not real and its fantasy as well as the advert being a one off and not being a part of aseries. With it adopting the style of surreal it shows that the advert isn’t real and exaggerate due tothe talking animals. The use of iconography works well as you can really tell that its set on a farmdue to the animals, shrubbery, crops etc. and the use of camera angles show the ‘Jordans’ sign inthe background so you keep getting reminded of the product. The end of the advert uses a voiceover telling you about the product and shows an image of it so that you are aware of what it lookslike. No logo is shown in the advert so that signifies a lack of computer graphics.
Dramatic Advert.Full Stop. This is a very dramatic advert as it uses the form of a Documentary as it is showing facts and figures, quotes from famous people along with touching images. It’s a charity advert that really gets its point across by using a dramatic ad that touches the hearts of the viewers. The close ups shots really express the sadness of the children and it shows their pain which makes you want to donate and help them, as well as the iconography which shows the tough living conditions that these children have to endure. Special effects are used at the start of the advert where they are showing the globe spinning. However no computer graphics were shown in the sense of a logo etc.
Parodic Advert.Specsavers. The specsavers advert is a parodic advert as it is taking the mick out of the lynx adverts were the smell attracts the girls. In this advert all the girls run towards the guy but when he puts his glasses on they all leave stating that he should of gone to specsavers. It’s a Stand Alone advert as there are no sequels to this advert as this advert was designed to take the mick out of all the lynx adverts as well as helping to endorse their product. There was a good use of camera angles as you get to see the facial expressions of the girl when they see him with his glasses, and the guy when he sees all the girls walking away. However the iconography wasn’t really relevant. At the end of the advert it shows the specsavers logo which shows us that some computer graphics were used and there were a small amount of special effects used when it blurred the screen towards the end to show that the guy couldn’t see without his glasses.
Techniques.Each advert always contains an Persuasive Techniqueselement to it to help them to Hermeren: distinguishes among theattract viewers and endorse their following kinds of power through which anproduct to the viewers: advertisement may have a persuasive•Hidden and overt message. influence:•Emotional responses: Reward Power: the product promiseso Solution to a problem. some positive benefit.o Fear. Coercive Power: the product is presentedo Concern. upon pain of threat or punishment.o Compassion. Referent Power: the message associatedo Self-perception. with the product.o Social position. Expert Power: the product is presented by•Celebrity endorsement. an expert. Star Power: the product is associated with a celebrity figure.
Example 1: Gillette Fusion Advert.This advert contains a celebrity endorsement as it includes sportsstars Tiger Woods, Theirry Henry and Rodger Federer. Seeing asthe product is aimed at men anyway, the use of these famousfigures will appeal to men even more as they are their idols, theysee them competing every week so if they use the same razor asthem then they will feel like they have something in common withthem. It also shows star power as every time you see that productyou/ll be reminded of those celebrities so the product eventuallybecomes associated with the celebrity.
Example 2: Nivea For Men Silver Protection Deodorant Advert.This advert shows a social response as it makes men feel morecomfortable socialising as they dont feel like they have to worryabout what their smelling like. Also, the advert showed 2 mencompeting in social event in blow up balls which suggests thatthey Nivea are competing to be the best out there and no matterwhat you do you can stay smelling good. It includes referentpower as there is a clear message associated with the productthat gets itself across to the viewer.
Example 3: Anderx Advert.This advert shows compassion as you adore the puppyand find it very cute. This attracts the audience in asthey like the puppy and it therefore helps to sell theproduct as people go out and buy the product as it isassociated with the puppy. The advert has rewardpower as they feel that their helping out the puppy eventhough it was only used to help sell the product.
Example 4: Domestos 5x Longer Advert.This advert strikes fear into mothers as they feel that thegerms are going to have a negative impact and causetheir children to ill. By doing this, mothers and fathers feellike they have to buy and use the product as it is helpingto save their childrens health. It has reward power with itas the advert has a positive benefit with it.
Characteristics ofProducts or Services.There are 5 main characteristics of products orservices and they are:The Benefits Offered.Advantages Over Similar Products.Unique Selling Proposition.Life Style Appeal.Brand Identity.
Benefits Offered.This advert is very effective as it offers a large amount of information thatis very informative to us yet it gets us slightly worried as they are talkingabout a very important part of your teeth/mouth. It has a number ofbenefits attached to it as people will go out and buy this product as theyfeel that their product will help this problem. On top of this, it adopts theform of a documentary as there is a man in a white coat so weimmediately assume that he knows what he’s talking about and he issaying is right.
Unique Selling Proposition. The sensodyne advert also has a unique selling proposition as it doesn’t have many competitors that are targeting their toothpaste at the same particular problem that sensodyne are. This makes their product unique as it is a one of a kind and people will therefore go out and buy it as they won’t be able to find any others like it so they will feel that this is the only product to help this problem (acid wear). Additionally, by making the advert very dramatic it grabs peoples attention as it is informing them about how serious the problem can be. It makes people worry their teeth and want the product in order to help themselves.
Advantages Over Similar Products. The Jacamo advert promotes themselves very well by showing that they have advantages over similar products. They do this by giving us a variety of information including high profile brands, prices, sizes appealing to all etc. so it makes us think of them rather than their competitors and we then want to go and check out their website. Even if we don’t buy anything, when we do go to buy something, they are the first name/company/brand that pops into our heads.
Life Style Appeal.Jacamo appeals to many people as there showing normalpeople to represent us in normal everyday clothes. Itappeals to many people as they feel like that can seethemselves in the person on screen. They feel that theclothing that they are offering/selling is the type of clothesthe majority of people wear so it has a life style appeal to itand makes many more people want to check out thewebsite and buy clothes from their website.By making the advert have a life style appeal it will attractmore people to purchase their clothing as they feel thatthe advert and the actors used have represented themvery well and the style of clothing expressed appeals tothem.
Regulation. Clearcast Clearcast is responsible for pre-transmissionexamination and clearance of all TV ads that are seen on your televisions. They have a licensing agreement with Ofcom which is there to ensure that all ads aren’t misleading or harmful to viewers.ConnexCast will go through Clearcast before we put our ads on the TV to ensure that they are not misleading, inappropriate, harmful or offensive to the people watching. Once we have be given the clearance from Clearcast we go ahead and put them on TV as they are appropriate and legal.
ASA – Advertising Standards Agency. ASA is an organisation recognised by the government andOfcom and it deals with complaints to with advertising. The aim of ASA is to ensure that all ads are legal, decent, honest and truthful by enforcing the advertising code.Here at ConnexCast we use ASA to ensure that our adverts are meeting the code so that they are safe and not harming anyone. If they do then complaints will be made to the ASA about one of our ads, but the aim is to not have any complained about. An example of when an advert was placed on ASA was the ‘Paranormal Activity 3’ advert. This received a number ofcomplaints as viewers found it offensive, inappropriate and had reports of personal stresses. The ASA found that it breached the codes of Harm and Offense and Inappropriate to children.ConnexCast has to ensure that the same issues have an impact on our adverts.
BCAP Code – Broadcast Committee of Advertising Practice This is a list of rules that all adverts must adhere too. If they don’t then there is the chance that they won’t be allowed to show/continue showing their ad on TV. The code means that the adverts can’t be misleading, inappropriate, tasteful etc. Here at ConnexCast, if we was to make an advert there are do’s and donts we must obey by so that children can watch them.Do’s:•Include qualifications and the price of the product.•Must state if adult permission is needed.Don’ts:•Distress children.•Encourage bullying or anti-social behaviour.•Do not represent children in a sexual way.•Take advantage of a child’s inexperience.•Target directly at children.
Ofcom Ofcom is the communications regulator that is in charge ofthe TV and radio sectors as well as telecoms and mobiles etc. Ofcom investigate and then deal with TV and radio complaints. They ensure that people are protected from scams and false advertising as well as stopping people from hearing/viewing harmful and offensive material.Its important for us here at ConnexCast to make sure that all our adverts appropriate for viewing so that we don’t get complained about and lose money due to having to make chances to the adverts or paying to get rid of the advert all together.
New Account - CalgonRecommendation 1:The first recommendation that we are going to makeis to advertise on ITV 1 during the daytime: 06:00 –17:29.We believe that this would be the ideal time for you toadvertise at most people who will be using yourproduct will be housewives. This means that whilstthere doing their chores during the day they will morethan likely have ITV 1 on as it contains shows such as‘Loose Women’.
We feel that you should show your advert 8times within this time period. If you are toadvertise in just London it will cost £10,688.And if you were to advertise all over the UK itwill cost £40,160.
Recommendation 2:We also believe that you could show your advertbetween 9:30 – 11:00 on ITV 1 as they have a latenight drama or a movie on at this time. We believethis would be a good time to show as everyonewill be home from work at this time and as provenITV 1 is the 2nd most watch TV channel. It thereforeappeals to men and women as next time they goand do their shopping they will have your productin their mind.
We suggest that only 2 adverts are shownduring this time period would be the mosteffective. If you are to show in justLondon it will cost £18,742 and toadvertise to the whole of the UK it willcost £86,486. It is a lot more expensivethan recommendation 1, however a largeraudience will be watching.
Recommendation 1 Recommendation 2 and Peak Times
Standard Occupational Classification Social Grade Social Status Occupation A Upper Middle Class. Higher managerial administrative or professional. B Middle Class. Intermediate managerial administrative or professional. C1 Lower Middle Class. Supervisory or clerical and junior managerial administrative. C2 Skilled Working Class. Skilled manual workers. D Working Class. Semi-skilled and unskilled manual workers. E Lowest Level of State pensioners, casual or lowest Substance. grade workers.The target audience that Calgon’s advert will apply to is grades C1, C2 and D. This is dueto all people needing washing powder for their clothes/washing machine. Due toCalgon not being an overly expensive product it gives those in grade D (housewives)the opportunity to use the product and by advertising to those during the day.