2. Form - Narrative
John Lewis Christmas Advert 2014
The 2014 Christmas advert for the John Lewis store was a massive hit for the
company. It was based on the bestselling "Lost and Found" children’s book by
Oliver Jeffers, which also features a boy, a lonely penguin and a search for a mate.
In this advert, featuring Monty The Penguin, we see a loving bond between a young
boy and his friend penguin who is looking for love. Luckily for Monty,
on Christmas day, the young boy reveals a surprise female penguin, Mabel,
who makes the Monty very happy as he falls in love. This advert involves aspects of
animation as obviously the penguins aren't real which makes it appropriate for
young children also as they will find it enjoyable.
The John Lewis Christmas adverts have been traditionally forming since 2007 and
each one so far has managed to send the population the TV fans through and
emotional roller-coaster because they are so touching and relate-able.
In the majority of the adverts you will see that there is always a problem which
includes someone being sad and upset, however, by the end of the advert it's
completely turned around and everyone is cheery and happy. This shows that John
Lewis are promoting the need to please people and make their shoppers happy and
satisfied.
From this, my opinion is that John Lewis will most likely get a larger population of
customers visiting their store as the customers are lead to believe they are going to
be pleased with their shopping experience and get everything they're looking for
this Christmas because this is the story that the advert tells.
https://www.youtube.com/watch?v=iccscUFY860
3. Form – Animation
The Fanta Orange Advert 2011.
The first thing to point out about this advert is that it is animated which shows
proves straight away it is designed to attract younger aged children and teens. The
bright colours, bouncy music and childlike characters help to portray a very fun
overview of the advert making it appealing for the viewers. From watching the
advert myself, it seems possible that the aim of it is to make Fanta Orange be
known as a refreshing and cool drink, giving off exciting vibes and positive spirits.
They use the characters in the advert as an example of this because each time you
see one of them take a sip of the Fanta they get all energetic and happy. At the
start of the advert there is a female character lying on the bed and she appears
bored and upset, however, then a fellow friend (male character) walks in and gives
her a Fanta bottle and within seconds she's bouncing around. Promoting the
product like this will create better income for this company as it's positive and
makes the potential customers think they will get hyperactive and funky from the
sugary, energy based drink.
https://www.youtube.com/watch?v=7QRHDG12avM
4. Form – Documentary
The Salvation Army - £19 Christmas Appeal
This advert is identified as a documentary due to the ‘real life aspects’ which
have been included into it. For example, it documents various different people
on where they sleep and spend there time etc and goes into detail on how they
will be suffering outside in the cold at Christmas. The documentary advert shows
the ins and outs of the hard times on the streets and does well to make the
audience feel emotional towards the advert by proving how realistic it is. Even
the use of glum body language and sad facial expressions makes it hard to say
no to the poor innocent, suffering people.
https://www.youtube.com/watch?v=38tbTCYhrno
5. Form – Stand Alone/Series
Compare the Meerkat - First Advert
Compare the Meerkat/Market adverts started around 6 years ago and are initially
formed to fit together in a series. They make new ones all the time introducing
new characters and new voices to keep it appealing and interesting however they
always fit along the same lines to advertise the company. In my opinion doing a
series of adverts is better than doing a stand alone one as there will be more out
there to grab the audiences attention and if they’re enjoyable people will be
waiting on new ones all the time building a bit of a fan base. This particular
advert series is extremely popular and known very well to all TV watchers, it’s
one that is unique and repetitive so it’s constantly stuck in your mind and
eventually you begin to learn the words.
https://www.youtube.com/watch?v=3OcX-yKh0-M
6. Form – Talking Heads
Nicole Scherzinger - Herbal Essences Advert
I think this advert is a good example of using a customer to sell and promote a
product. Especially with it being a celebrity I think the advert is more likely to get
extra hits and be more recognised because people look up to celebs so much
these days. I think it would also increase the amount of products being sold and
increase the financial income on the product due to people buying it hoping to
end up having the feature of that celebrity. For example, I myself would be more
likely to buy this hair product because it’s Nicole Scherzinger promoting it
showing she has used it in the advert and her hair is amazing and in good
condition which would motivate me to be more like her.
https://www.youtube.com/watch?v=_jpHOw2Uqno
7. Style – Dramatic
RSPCA Advert - 24/7 2012
Adverts like this one are usually overloaded with emotion and all sorts of drama
meaning it stays with the audience for longer as it plays on their mind over and
over. This advert in particular will touch many people as it involves animal
cruelty… Meaning people who have pets of their own or are pet lovers in general
will get affected bad which will help to do something about it. In this RSPCA
advert you see the poor living conditions of various helpless animals which will
infuriate the audience hopefully making them donate and rescue the pets. As
well as this they show close up shots to go into detail on how bad it is and how
cute and sad their little faces are. Finally, they also show the animals being
rescued and taken into the vets and looked after which will motivate the
watchers to help out and make this happen more frequently. It’s as if they can
control your mind and almost manipulate you into helping.
https://www.youtube.com/watch?v=K1dl4yG2Rdg
8. Style – Humorous
Dave's #Epic Strut TV Ad - Money Super Market
This is an example of an advert that uses humour to promote a
company.. Although what happens in the advert isn’t related to what the
company do it’s funny enough to get stuck in peoples minds as the
‘money super market’ advert which people will remember at the best of
times. This advert is probably so hilarious for the public from the fact its
so uniquely strange.. A guy in shorts strutting this stuff down the street
wearing platform heels isn’t something you see everyday.. This allows it
to be different meaning it’s easy to remember and enjoyable at the same
time.
https://www.youtube.com/watch?v=YQ643U7ccpM
9. Style – Parodic
Should've gone to Specsavers - Workout/Bingo advert
A parodic advert involves making jokes about the product or company
and mocking it. For example, within this advert there’s a woman who
gets mocked and laughed at because she attends the wrong class as she
obviously can’t see to what she's doing or where she's going. So the point
is saying ‘go to spectsavers’ which is often used as an insult in the real
world these days when someone's vison is all there. It involves aspects of
humor making is funny for the audience, however, its promoting the
business by saying spectsavers can sort it for you.
https://www.youtube.com/watch?v=t4Qmh5SAK-w
10. Style - Surreal
Skittles Advert 2014 - Midas Touch
This Skittles advert is a clever play on the story of the Midas Touch. The
original slogan was ‘Taste the rainbow’ but they’ve incorporated one of the
other senses too. In the conventional story everything the man touches turns
to gold, whether that be a human or a inanimate object. For the advert,
instead of gold everything turns to skittles. This comes with the implication
that Skittles are as good as gold but it also provides an element of
humour. It’s an unusual concept for an advert which makes it memorable
and would make people talk, if people talk the advertisement agency are
doing their job because they want people to want to eat Skittles and make
everybody remember about the sweets.
In my opinion, creating an advert like this one helps to draw people’s
attention as it’s very unique which creates more income for the company.
https://www.youtube.com/watch?v=qp0WBiME_fM
11. Technique – Emotional
Response
Water Aid – Urgent Appeal Advert
The aim of this advert is to show the audience that every day millions of children and
mothers in the world's poorest countries are faced with a stark choice: drink dirty
water or die of thirst and they repetitively show us that they have no choice but to
choose one of those options but we do have a choice so we should help make it
better. Water Aid's new TV appeal was made to help save lives by bringing more
people clean safe water for life… They do this by showing us the ones that are
suffering tragically, as young as 2 or 3 years old to trigger heart strings even more
and guilt us into giving money monthly. They also use close up shots of the children’s
faces in the advert to show the pain and emotion behind their eyes to make the
viewers feel bad.
After explaining how bad their lives are and telling the audience that giving ‘just’ £2 a
month helps to save people (persuading you to be a hero), they show happy children
drinking clean water and communities building wells for a better future so they
transform the advert from bad to good to show that you can change somebodies life
from bad to good.
In my opinion I think using emotional response here is clever because it’s hard to say
no to starving, parched children… However on the other hand, some strong willed
people might see it as a scam to guilt people into giving out their income. On the
whole the technique is used well within this advert.
https://www.youtube.com/watch?v=Bm8l82OX6Ek
12. Technique – Peer Approval
Clearasil Ultra TV Commercial
A good example for this is the Clearasil advert. They use the demographics to
promote the product… As it’s advertising about clearing up spots and having
better skin they use teenagers as they’re more prone to acne breakouts ect
because of their hormones kicking in at that age. I think this is a good idea as it
will relate to the audience more and develop an emotional kind of response as
well as just a genetic response. As well as this it gives that particular teenager in
the audience a change to make a connection with the teenager telling them about
the product who is potentially trying to help them as they have the same problem
in common.
https://www.youtube.com/watch?v=xLqSDlFc-Nk
13. Technique – Rhetorical Question
Gladstone Brookes Advert
The Gladstone Brooks advert promotes PPI compensation. They use many rhetorical
questions within the advert to draw in the viewers attention by making them think
they’re talking directly to you. Using open questions such as “Do you know?” at the
beginning of the advert immediately shows that they’re trying to intrigue the
audience. Due to the advert being money related it will automatically make some
viewers listen because who doesn’t like listening about being able to get more
money. The main line that stands out within the advert is “Can you really afford not
to find out if you’re owed up to £7000” because it plays with the viewers mind and
allows them to think there's no harm in just checking. The advert also discusses
emotion e.g. feeling nervous about money situations and this leads the audience to
believe that Gladstone Brookes can support them and keep them stable on the right
track.
In my opinion I think that the use of the rhetorical questions within this advert does
make the audience think more and get them motivated to discover if they're owed
anything else so the company will become a lot more popular as they’re intriguing
more of the public to enquire about themselves.
https://www.youtube.com/watch?v=VPIv350V2Tg
