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Television advertising

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BTEC Media, Advertising

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Television advertising

  1. 1. TELEVISION ADVERTISING Lesson Outcomes: To complete a report identifying structures and techniques used in television advertisements. Lesson Outcomes: To complete a report identifying structures and techniques used in television advertisements.
  2. 2. STRUCTURES Form – realist narrative, anti-realist, animation, documentary, talking heads, series. Style – humorous, dramatic, parodic. Codes and conventions – camerawork, sound, editing. Lesson Outcomes: To complete a report identifying structures and techniques used in television advertisements.
  3. 3. STRUCTURES - FORM Realist Narrative – adverts that present an everyday setting/situation the audience can relate to. Anti-realist Narrative – adverts that present situations that cannot happen, often provide escapism or humour to the audience. Animation – adverts that use 2D or CGI animation can often stand out more effectively. Documentary – adverts that are shot in documentary style, attempting to create a sense of reality/honesty. Series – some adverts form part of a series creating a sense of recognition and ongoing interest. Standalone – singular adverts that do not link to other adverts for the same product. Lesson Outcomes: To complete a report identifying structures and techniques used in television advertisements.
  4. 4. STRUCTURES - STYLE Humorous – advertisers often use comedy to make their adverts memorable. Dramatic – using dramatic/shocking techniques is an effective way of getting the audience’s attention. Parodic – refers to other well known media products. The audience enjoy recognising the product referred to. Surreal – surreal adverts stand out as they are different to people’s expectations. Lesson Outcomes: To complete a report identifying structures and techniques used in television advertisements.
  5. 5. CODES AND CONVENTIONS How are technical elements used in a conventional (typical) way in television advertising? Camerawork – what shot types and angles are commonly used? Sound – what sound is typically used, e.g. dialogue, non-diegetic music, jingles, voiceover Editing – what editing techniques are used – e.g. shot/reverse shot, montage, post- production effects. Lesson Outcomes: To complete a report identifying structures and techniques used in television advertisements.
  6. 6. TECHNIQUES Techniques: hidden and overt messages; emotional responses – solving a problem, fear, concern, compassion; celebrity endorsement Characteristics of products or services: benefits offered; advantages over other similar products; unique selling proposition; lifestyle appeal; brand identity. Lesson Outcomes: To complete a report identifying structures and techniques used in television advertisements.
  7. 7. TECHNIQUES Overt messages – adverts communicate messages about their products to their audience. Emotional Responses – advertisers play on people’s emotions. For example advertisers often employ children in order to create an emotional response. Celebrity Endorsement – advertisers often use a celebrity to promote their product, selecting someone who fits with their brand. Benefits offered – adverts will communicate the benefits of choosing their product. Advantages over similar products –advertisers often compare their product to their competitors, explaining the advantages of their product, e.g. cheaper, stronger, lasts longer, etc. Unique selling proposition – the unique proposition offered by a product. Lifestyle appeal – creating the impression that the product will improve your lifestyle. Brand identity – creating a specific image for the brand. Lesson Outcomes: To complete a report identifying structures and techniques used in television advertisements.
  8. 8. ADVERT ANALYSIS Analyse the adverts identifying the: o form o style o conventions o techniques Lesson Outcomes: To complete a report identifying structures and techniques used in television advertisements.
  9. 9. Evidence: Report on Techniques and Structures used in Television Advertising Research different techniques used in television advertising, identifying specific examples to illustrate the points you make. Identify different forms, styles, and conventions used in adverts. The YouTube channel below has lots of useful adverts to help you: https://www.youtube.com/playlist?list=PL89357A1BE24CF86D This presentation can be found here: www.mediastudiesnwcc.blogspot.com Lesson Outcomes: To be complete a report identifying structures and techniques used in television advertisements.

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