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Different Form of TV advertisements
- 1. Different Forms of TV Advertisements Sharon Itelia
- 2. Anti-realist Advert The anti-realistic style of advertisement, as the name suggests, usually make use of scenes and situations that are out of the ordinary and completely unrealistic. They usually have an overt message and often times have tonnes of over the top, bombastic, strange and surreal imagery. These types of advertisements often stand out greatly, each being very memorable and easy to identify. They frequently feature characters or company mascots in situations where the company’s product is generally the answer to any problems they might have to deal with a lot of companies utilize this form of advertisement because it allows them to show their products performing feats that would be impossible in the real world, such as giving the customer special powers usually accompanied with a slogan that the viewer associates with what the product can supposedly do for example: “Lynx- Even Angels Will Fall ”Well known examples include the “Evian Roller Babies” advertisements. Lynx ‘Angels Will Fall’ AdvertEvian Roller Babies Advert
- 3. Realist Narrative Advert A realist narrative advert can be incredibly beneficial for a company, because it is more believable and allows the viewer to relate to the message that the advert is putting across better. Realism within an advert can be conveyed in various ways, whether it is through the use of non-actor that simply informs the viewer about the product or service being provided or whether it is a situation, played by actors, that is seemingly set in reality. Realistic adverts are mainly used for products or services related to more serious situations. For instance those relating to the health service, child abuse, charity etc. Famous celebrities and TV personalities are often shown in these types of adverts, informing the viewer about a situation or sometimes going out and mingling with the public to find out their opinions and views about a product. Stroke sign- FAST advert NSPCC TV advert
- 4. Documentary Advert Barnardo's | Charity TV Advert 2011 | Life Story KFC Original Recipe Chicken: Farm fresh, hand prepared The documentary style of advert is an offshoot of the realistic style. A documentary styled advert is used for a similar purpose, mainly to inform and educate the viewer, bringing to light thought provoking situations that might also be used to shock the viewer. These types of adverts are mainly used by charities, showing the viewer journey through a day in the life of a person or animal that is in need of support. Documentary adverts also contain a lot of facts about the product usally being told by the employee of the brand .
- 5. Talking Heads Advert 102.2 Capital FM Birmingham TV Advert EE 4G advert Kevin Bacon Talking head adverts are where the subject of the advert is talking directly to the camera through to the viewers at home. The subject face is usually presented as a close up so the advert becomes more personal as you are able to connect with the subject via their facial expression, body language and emotions. Talking head adverts tend to use celebrity endorsement to endure the viewer.
- 6. Series advert BT Showcase AD-Heart to Heart Series advert are used by a company, where they promote their different products through the different style of adverts each time. Although the product may change, the same characters are continuously used. This allows the viewers to follow the storyline and watch as the character develop. It can intrigue the audience so they will want to know what happens next and be more interested in the product.
- 7. Animation Advert Kellogg's Frosties - High Dive 2007 UK TV Advert McDonald's UK Happy Meal Advert - Monsters Inc. Animation is generally used in adverts to present a plot which would either have a stronger visual impact as an animation. The word ‘animation’ is often associated with cartoons or children’s films; however it is not firmly established in the world of Digital Marketing. The animation is used in advertisement to give a feeling of reality and aliveness. It also helps to explain the product or service and get to the point quickly, the main benefit of using animation in commercial is to make it interesting and unique. The more original the advert is the more memorable it would be for the customer to buy the product. An example of this is the animatic Kellogg’s Frosties and McDonald’s Monsters Inc advert.
- 8. Stand Alone Advert A standalone advert is a one off advert, this means that the character in the advertisement most likely won’t appear again within the advert, but if they do they wouldn’t play the same role. Standalone adverts are usually trial ads to see how appealing an advert is tot their target audience. New Hovis ad depicting the last 122 years See Track Think Train: Railway crossings TV ad
Editor's Notes
- Evian Roller Babies US- the advert is a video of babies’ break dancing in roller skates. The advert is humorous as it is not likely that we see babies break dancing in roller-skates. The advert makes people think that when we drink Evian water is takes us back to when we was young. The soundtrack of the advert is a famous song “Rappers Delight-Hip Hop Hippy”, the techniques the brand has used was to use this well-known song that most of the audience are familiar with, also engaging the audience with the song as well as just promoting the brand- Evian water. The Lynx advert ‘Even Angels Will Fall’ advertises deodorant. The advert implies that Lynx make the opposite gender who is wearing Lynx more attractive. The adverts endorsed the Victoria Secret models as actual angels with a Halo’s, the intertexual reference to the Victoria Secret models is great idea, because for the audience who has seen Victoria Secret runways/Catwalks, they will notice that they always seem to wear angle wings as people associate the Models as ‘Angles’. The advert was successful, persuading the audience to buy their product because it convinces the audience that if we use Lynx’s the opposite sex would be instantly attracted. The advert location was set in Greece, because of the skyscrapers and the characters that was used, they were speaking a different language. The idea of the advert being set in Greece is ironic because Greece is known for their famous belief of Gods/Goddess, and the advert consist of angels literally falling from the sky. The advert is a non-linear narrative, it begins with the angels walking towards an ordinary man, leaving the audience confused, but at the end of the advert it shows the man spraying himself with Lynx spray with a voice over of “Even Angels will fall”.
- Stroke signs – FAST advert is an advert noticing the signs of a stroke, this advert is an awareness advert. The department of Health campaign promoted a simple test to recognise the signs of a stroke and act quickly. The voice over informs the audience what we should do in case of a stroke, it starts of by saying “when a stroke strikes it spreads like a fire in the brain” during this time there is a symbolic picture of an ordinary man at a football match with an increasing hole growing on his head, the idea of the man is at a football match tells the audience that a stroke can happen anytime and anywhere. The voice over then goes on about how we have to act ‘F.A.S.T (Face. Arms. Speech. Time)’ in a case of a stroke. The Mise en scene used is the camera movants. The advert opens with a long shot of a man at a football match, then the camera slowly zooms until it becomes an extreme close up of his face. When the voice over indicates ‘Face. Arms and speech’ the use of extreme close up of his mouth, arms and his face. Makes the audience more aware of the advert because it make us feel a little bit uncomfortable and alarmed. NSPCC TV AD Amy - 4 hours old advertise child abuse. The advert is a baby being place in her hospital crib after 4hours of being born, the voice over of a young girl talking about child abuse before it all started. The voice starts with “this is me Amy, 4hours old before my first smile- before the shouting and the screaming- before I was thrown against the wall- before they said they wished I had never been born” the words that are used makes the audience feels almost guilty and disturbed that these type of things are actually happening right now. These type of adverts makes a sympathetic towards the character and wants us to act upon the situation. The way the brand makes us sympathized towards the advert is the use of camera work and the Mise en scene. The beginning of the advert opens up with a new born baby carefully being place in her crib, the pace of the editing is very slow, this makes the advert seem longer and gives the audience time to stop and pay attention to the advert. The close ups of the baby; face, tiny feel, and hands makes the audience feel warm hearted
- Barnardo's | Charity TV Advert 2011 | Life Story -The advert starts with a grown man speaking about his life so far, almost like a therapy lesson, as the advert continues the man attitude changes; angry/abusive, so does his appearance. The advert is a flashback of a traumatised young man, he talks about how he used to be abused by his parents. These documentary advert make the audience believe situations like this are actually happening in the world and needs to be stopped. The advert makes a feel sympathetic towards the character. The use of a flashback (the young adult turning into a child), almost tells the audience that what he experienced as a child still haunts him. He starts off with telling his therapist how happy he is at the moment and how he has his life on track. He then gets up to walk over to the window where we see him changed into a teenager. The young man’s attitude change to a more angry personality each time his body changes, intrigues the audience because it makes us see how, what happens to others as child can affect them in the future, but for some it can change around like the young man who has a happy family. Close to the end of the advert the camera focus on a young child who says “I’m scared” because of the abuse his going through. The advert leaves a comment “It doesn’t have to end like it began” this comment also gives the audience who’s is going through abusive, hope that it does get better. KFC Original recipe advert -The campaign, launching this week, features a television ad shot in an actual KFC kitchen and demonstrates how products such as the KFC Original Recipe chicken are prepared in store - which are hand-breaded by cooks in each store, every day. The 30-second ad features a chef discussing the importance of fresh ingredients, and highlighting the batches of fresh chicken that arrive every morning. The advert makes the audience believe that KFC chicken is original, healthier and shows how much time and effort goes into making the food. The advert opens with a wide shot of farm, at first the audience would not know what it could be about until 30 seconds into the advert. The idea of filming a farm and farmers feeding their chickens, and a package being taken off, makes it more believable that KFC’s chicken if fresh as the chicken was delivered the same day it was packed. The advert can be seen as a journey advert, where it starts on a farm to KFC store, the advert informs the audience about their product not just tells them how good the product is.
- 102.2 Capital FM Birmingham TV Advert 2013 is advertising a radio station endorsing well-known celebrity; Cheryl Cole, One Direction and many more. The advert insist that Capital is the NO.1 station on the radio where all the Hit music is played, encouraging audience to listen to the station making it more popular. The advert opens up with Cheryl Cole snapping her fingers, while she said ‘Music’, instantly the audiences knows what the advert is about. The brand did not use their own DJ or producers, they used celebrity endorsement hopping to catch the audience attention at first sight. This advert is a talking head advert, where the characters on the screen are talking directly to the audience about the product. EE 4G advert Kevin Bacon is an advertisement for a phone bran ‘EE’. The advert is a long shot the well-known celebrity Kevin Bacon walking down the streets talking about how good the brand is and why we should get it. Kevin starts of by introducing his last advert he did about how he’s “connected to everything everywhere” then goes on about how his going to show us that 4G works on his iPhone 5, the intertexual reference to the iPhone 5 makes the audience think that both the phone and 4G connection is really good. The use of talking head makes the audience fell like the character is talking directly towards them, persuading them how good the product is.
- BT Showcase Ad - Heart to Heart is a series of BT advert, a series advert like BT tends to have a linked storyline, for example the first advert is a mother going on a date, second advert is the couple on a date and the third advert is the couple getting married, throughout all the advert the BT brand has been used in different ways, for example the first is the couple talking on the phone for a long time indicating that BT line doesn’t coast much. Unlike other adverts where they constantly talk about the product, the BT advert doesn’t necessarily do that, at first sight the audience doesn’t know what the advert until the end the BT logo comes up, as well as the voice over. In each advert has the same character as we are falling their story. Series adverts like BT makes the audience want to watch more, meaning that they could be more interested in the product.
- The Kellogg’s Frosties advert is an animated tiger (on the packaging) climbing the highest ladder to jump into a pool, but before he has a bowl of Frosties cornflakes to make him stronger. The target audience is mainly children this is because of the mascot animated Tony the Tiger. When the audience watch the advert it persuades them to buy the product not only because it is a humorous advert also because it is sponsored by a company “Kelloggs” which is well known for having good produces. A final reason is also the product has a catchy well-known tagline; Frosties taste GR-R-REAT!” The Monsters Inc, Mc Donald’s advert used children’s logical, patriotism, and testimonial commercials in order to persuade the consumers to but their product. This commercial helped promote the happy meal by using fictional characters from children’s movies; Monsters Inc., not only are the characters eating a happy meal in McDonalds, they are also promoting the toys that are in the happy meal. Therefore when children watch this advert they would instantly want to go to McDonalds and get the new toy
- An example of a standalone advert would be the Hovis advert depicting the last 122 years of the company. The advert genre is historic and depicts what significant historic events have occurred in the last 120 years. This then creates nostalgia as it shows the company has lived through it all with the viewer. The advert informs the audience that Hovis has been around for almost 122 years, and in this advert is starts with a journey of a young boy buying bread from a shop and taking to his house. The begging of the video is set in the 1920’s where we see the formation of the National American Woman Suffrage Association, to the end of the 2nd world war. For older audience watching this advert, it could bring back memories to them which could also persuade them to buy the product. See tracks think train advert. This advert starts with a family on a bike trip making it seem adventurous and exciting. The advert lures us into believing that it is happy advert, using the “I spy game is also another technique into hooking the eyes of the viewers because it is unseal and doesn’t tell us much about the advert. At first the advertisement may come across as an advertisement doe holiday resort and being around the countryside, but in fact hidden away is the message to be careful around train tracks as trains are very silent and could easily kill you without noticing them before it’s too late.