L01 structures and Techniques of Television Advertisement

1. UNIT 30
ADVERTISING
BOSEDE, JONNA, KEERTHI

2. STRUCTURES OF ADVERTISING
➢ REALIST
➢ ANTI RELATIVE NARRATIVE
➢ ANIMATION
➢ DOCUMENTRY
➢ TALKING HEADS
➢ STAND ALONE
➢ SERIES

3. Realist narrative
● Realistic Adverts have a ‘real life’ feel.
● The story is realistic and believable.
Mcdonald’s Advert:
● A narrative that is real and
happens in real life.
● Realistic. Nothing
unbelievable happens in the
story.
● Used to connect with the
audience who may have

4. ANTI REALIST NARRATIVE
This is a type of advert that is situated in a world that is different from our reality. It aims to present the viewers
with a situation that is clearly a work of fiction. It could feature a dancing cow, talking cats or Aliens. Although
there is a story behind the advert, it is obviously fictional. Unlike the realist narrative, it is not a day to day
occurrence or behaviour.
https://www.youtube.com/watch?v=bq2VKiGhR6I
This advert shows an athlete on his race track and
a bare enticing him to try out the Muller Rice yogurt.
This is an example of an anti realist Narrative
advert.
● This advert introduces us
to a singing/ dancing bear
that goes around singing
and introducing the muller
rice product people.
● The point of this advert is
to get customers or
potential customers to buy
the product as well as
create a lasting impression
on the viewers.
● DIEGETIC: Voice of the the starter when he is getting the runners ready. The sound
his belly makes when the gun goes off and he about to start running as well as the
singing by the bear
● Non Diegetic: “hmm tasty” is added during editing. Also, the theme song for the
advert is also added during editing.

5. ANIMATION
Animation in Advertising is the use of cartoon images, illustration or computer generated
images to create a more outstanding or distinguished or impulsing scenario. It is also used to
give a feeling of aliveness as well as innocence. Animation is a multibillion-dollar, global
industry that has a place in a lot of major industries. While most people associate animation
with entertainment (i.e. television, film, gaming), it is viewed as a powerful communication tool
in advertising, business, education, interior design, architecture, medicine, engineering, and
technology. https://www.youtube.com/watch?v=4yZOab5gl-4
The Irn Bru advert is an animation of a boy and a snow
man flying over a city during the christmas period.
● People use animation because we can link
animation to innocence. It can also be
linked with vibrancy and safety just as we
can see in this advert of irn bru
● This advert uses animation as well as
music to create a lasting impression on the
viewers. It makes you as the customer
want to buy it.
In this advert, we see a man and a snow man flying through a city during the christmas
period because he drank ironbru. The whole setting is SFX, computer generated images
(CGI)

6. Documentary
These adverts are used to show real world events or simulates real
events, often in a narrative. Used to inform the audience of what is
happening in the world.
British Red Cross
● Documents real events
and educates the audience.
● Raise awareness of events
that the charity working to
help with and prevent.

7. Talking heads
Involves a characters or performer talking directly to camera. Allow for a sense of audience are
being directly addressed. A ‘talking head’ is a television pundit who discusses a specific topic,
directly addressing the viewer at home. This set-up is used frequently in C4 countdown shows
such as ‘100 best’.
● In this advert old lady
comparing with two product.
Cinematograph
● Lighting: in this advert they
used highkey lighting
● Camera angle: direct on the
subject of the shot.
● Camera shot: mid- shot.
This camera angle and type is used
to give the feel that the character is
talking directly to the viewer.

8. Stand Alone
An advert that is complete on its own in terms of story and
characters.
● No recurring characters
● No continuing storyline
Flash Ah-ah Dog Advert:
● Only seen in one advert and the
story is not continued.
● Used to sell the product in a short
time period.
● Can be used to quickly reinvent the brand and boost the sales.
● Replace adverts that may not have worked for the company.

9. Series
A group of adverts that have recurring characters and/or a
continuing storyline from the same company.
Compare the Market adverts.
● Recurring Characters
● Sticks in the audience’s mind.
When audiences see these
characters, or even
meerkats
in general, they will associate
it with the company.
● Lovable characters

10. STYLES OF ADVERTISING
There are 4 main type of styles used in advertising these are:
❖ HUMOROUS: adverts that use humor try to create a memorable effect for the product
(to evoke the recipients’ attention). In order to create a humorous advert, it would have
to elements of wit, pun, irony, ridicule and sometimes sex appeal.
A style of advertising is Humour. These types of advert aim to
create a memorable effect (comedy) for their product. In order
to create a humorous advert, it would have to contain some
elements of wit, pun, irony, ridicule and sometimes sex appeal.
Not all though. I chose to analyze the Specsavers advert. This
advert contains wit, ridicule and humour. In this add, we see an
old couple to are trying to get to a chair to sit and have their
lunch but end up on an amusement park ride. They end up
going on a ride and get water splashed all over them. At the
end, we see the man blaming the cheese for the wild ride. This
is used as it will stick in the audience’s mind and they will
remember this brand.
Codes and convention.
Editing: cutaways or splicing is used in this advert in order to
show each and every character's reaction throughout the advert
creating a sense of pity from the viewers towards the couple. So
now we have to go to specsavers so we don’t end up like them.

11. STYLES OF ADVERTISING
Surreal
The sometime shocking and confusing nature of anti-realist make it an effective tool for
advertising that look to create a brand image without conveying a traditional advertising
message in conventional way.
● In this advert we see a mattress flying.
● When she touch the bed it’s directly
convening to the audience this mattress feel
like cloud
● Lighting:they used high key light daylight.
● Cinematography: different type of
cinematography in advert eg: extreme close
up, mid-shot, long shot and etc.
This advert is about mattress
https://www.youtube.com/watch?v=
acWXJCfU8Ow

12. STYLES OF ADVERTISING
Dramatic
● Very serious tone to stick in viewers minds
● Commonly used to make audiences think a certain way about a topic.
Speeding Advert
● Uses shock factor by taking a
dramatic turn and killing the
innocence in the ad.
● Dramatic turn highlights the
seriousness of the topic.
● Memorable.

13. STYLES OF ADVERTISING
Parody
A parody advertisement is a fictional advertisement for a non-existent product, either done
within another advertisement for an actual product, or done simply as parody of
advertisements used either as a way of ridiculing or drawing negative attention towards a real
advertisement.
https://www.youtube.com/watch?v=7zwaWfFg2Lo
This advertisement is about money
super market.
● Audience get more interact with
this advert because two guys are
dancing in heels.
● This advert is different from any
other.
● Lighting: in this advert they used
bright light.
● Cinematography: mid-shot, long
shot and etc.

14. ADVERTISING TECHNIQUES
❖ Hidden Messages: hidden messages are messages in an advert that the viewers are not
consciously aware off. It is subliminal in the advert hence the viewers not picking it up.
Sometimes, the reason for hidden messages in an advert could be foul play. To push the
viewers towards a certain product they don't need or lie about their product in order to
convince the audience to buy.
Who wants to be a millionaire flashes the
Nintendo DS logo when showing to prize
money

15. ADVERTISING TECHNIQUES
Overt Messages
Overt messages in advertisements are messages that are clear to see
and obvious to the audience.
Coca Cola Happiness Advert:
● Clearly written that “happiness starts with a
smile” and that Coca Cola also results in
happiness.
● Drink Cola and you will automatically be happy
and extend your happiness.
● Advert also shows people laughing hysterically while
being given Cola.
Graphics:
● Slogan - “Happiness starts with a smile.”
● Logo - Coca Cola.

16. ADVERTISING TECHNIQUES
Celebrity Endorsement
Celebrities are used in adverts as they are a familiar face to the audience and grab their
attention. It also sells the product as audiences want to be like the celebrity.
Old Spice Advert
● Stars Celebrity Terry Crews
● Shown shirtless to display his muscles.
● Terry Crews is associated with being a very strong. He yells throughout the advert
to ensure the audience knows that he is strong and powerful.
Code and Convention: Iconography(Mise-en-Scene):
● Costume - Small shorts.
● Location - Breaking through a kitchen wall.
● Props - Jetski.

17. Lifestyle Appeal
The aim of the advert is to show that the product, could lead to a lifestyle that is desired by the
viewer. An example is the Lucozade advert with the athlete Mo farah. In the beginning of the
advert, we see Mo drinking lucozade and then it cuts to where Mo is running on the tracks. The
adverts suggests that if you drink lucozade, you would have the speed, endurance and stamina
of Mo Farah. The catch phrase to the advert “Faster stronger for longer” Prompting the
audience to want to buy it even though they know it's not the case. Most adverts in this
category tend to use celebrities to drive home their point.

18. Emotional Responses
The advert elicits an emotional reaction from the audience which then dictates their decision to
buy a product or think a certain way. Some adverts can elicit a number of emotions mainly from
mothers. It targets the maternal instinct of love, protection and sympathy.
● We chose the pampers (Preemie) advert
because it’s a very popular advert and
every scene in the advert has different
attributes to connect with a wide range of
audiences. The advert conjures up the
feeling of empathy from mums that had
full term births as well as mums with
premature births. The use of slow melody
and touching write us as well as
premature babies smiling, brings the
mood of both happiness and sadness to
the viewers. In a pamper advert, they also
play on the maternal instinct by saying
that for every pampers you buy they
donate to a charity that helps third world
country with clean drinking water.

19. BRAND IDENTITY
Brand identity is the identity that a business wants to be perceived by its consumers. The brand
identity of a company includes; the name, the logo, symbols and even colour. These are created
by the business to reflect the value the business is trying to bring to the market and its appeal to
its customers. The brand identity of a company is what makes the company instantly
recognisable to and by the customers. The brand identity should be designed to communicate
the company's overall message and promote the businesses goal.Example, LG. Their colour is
red white and gray. Their image is a winking smiley.
Developing a strong brand identity for a business is an important factor for a Products success
because it could help build a company's reputation whereby helping the company stand out
from its competitors.

20. Unique Selling Point
The USP is one unique thing that a brand has and can be seen in the
advertisement. This is used to show the audience that the product is
worth buying.
Go Compare Advert:
● USP = Man singing opera.
● Used to be memorable as it is unique
and no other adverts have this.
● This unique marketing campaign is then associated with the
brand.

21. ASA AND OFCOM
ASA: Founded in 1962, Advertising Standard Authority is the self regulatory organisation of
the advertising industry in the United Kingdom. Their job is to apply the advertising codes that
are written by the committees of advertising, respond to complaints or concerns from
consumers and businesses about adverts with misleading information and they also make sure
that the adverts are sticking to the set rules and regulation. As it is a non-statutory
organisation, it cannot interpret or enforce legislation.
What are ASA’s broadcast advertising codes?
There are 2 types of code.
❖ Non-broadcast code
❖ Broadcast code
The broadcast code applies to all advertising (including teleshopping) and programme
sponsorship credits on both radio and tv services licenced by the OFCOM.
Some of these codes include:
● Misleading advertisements
● Harm and offence
● Privacy

22. BCAP
MISLEADING ADVERTISEMENT
● Refers to when a manufactures use of confusing,misleading or blatantly untrue
statements to promote a product. E.g: pricing, the use of the word ‘free’ comparison,
availability of a product, testimonials, e.t.c.
An example of an advert banned by the ASA was the ad for Proactiv Skin Health. In 2016
a number of four complaints were made by viewers about because they believed the ad,
featuring Jorgie Porter implied that children were likely to be ridiculed or bullied if they had bad
skin and did not use their product.
When the ASA did their investigation, they decided that the viewers were right and banned the
advert from showing on TV.
HARM AND OFFENCE
● Rules to ensure that ads do not cause harm or serious or widespread offence. Includes
rules relating to loudness of TV ads; shock tactics, unsafe practices and photosensitive
epilepsy.
PRIVACY
● Rules about permissions for depicting – or referring to - living persons in ads, including
members of the public and those with a public profile. Their information's and person has
to be protected and before it can be done, the company or person has to get permission
from the character being used.