This document discusses various aspects of digital and non-digital advertising. It provides examples of advantages and disadvantages of different distribution and consumption methods. Gunn's categories of comparison and parody are explained with examples. Analysis is given of advertising conventions used in specific poster and billboard examples, highlighting techniques like imagery, bold titles, contrasting colors, slogans, branding, and structured content.

1. Advertising Theory
Pro-Forma
Scott Wilson

2. Advertising Task 1

3. Distribution and Consumption
• Discuss the advantages and disadvantages of digital and non-digital distribution and consumption with examples.
• Digital and non-digital consumption is another way of talking about media based products such as magazines,newspapers,posters
outside cinemas,Tv’s,Radio’s. Using digital and non-digital consumption has many advantages and dis-advantages. An Advantage for
digital consumption would be that it’s on TV so many viewers will notice it and if it’s catchy, humorous or Memorable then you will be
able to make a significant amount of money. Also with digital consumption you are able to advertise your product on social media sites
or you can make a website, even on other websites there are so many ways you can advertise your company or product, it even makes
the audience more entertained and they’re able to visualise. Another Advantage of Digital consumption is the ability to promote your
own business so you can diverse your business throughout the world especially if you do your business outside of your community, one
other advantage of Digital consumption is it’s very simple to get income as the internet is very vast and can also allow advertisements
so that you are able to gain income and it’s a lot easier to advertise your business and can be seen by and can reach further to more
people than using media at a fraction of a cost.
• The dis-advantages of digital consumption are that in some cases it may cost you a significant amount of money to put your
advertisement on social media websites or on a website even on TV it costs $20 a month or more. Another disadvantage Is that some
adverts can be offensive and maybe inferred differently and some may take it personally, this could lead to lawsuits and other various
crimes. Also if your company doesn’t make enough money you may have to stop your advertisement, to add to this customers tend to
ignore adverts on other websites. You can also get hacked or get a virus this could result to hackers finding out all your details and steal
money from you. One other dis-advantage of advertising on the internet is that your marketing materials may appear automatically
available for anyone in the world to copy, regardless of the legal actions which you must go through t still can be done. One
disadvantage of using digital media is that Logo's, images and trademarks can be copied as well and also used for commercial
purposes., this could lead to then someone mocking your company. This is not the case on TV or radio or magazine advertisements.
• The advantages of using non-digital media for example news papers, job advertisements, billboards etc. Its cheaper to make and can be
made quickly, there is also no risk of viruses, they can also be very catchy towards the eye. You are able to make several copies by
printing and for billboards you will be able to see them whilst on the freeway. One other Advantage of using newspapers is that it
allows you to reach a vast number of people in a certain area, you also have the flexibility in deciding the ad size and placement in the
newspaper this will give you an advantage over another company. One other advantage of using non-digital advertisements would be
that your advert will stay on a billboard or newspaper or magazine for a long period of time this will give you the chance to either
expand your business and get more recognition.
• However the disadvantages of non-digital media is that it can be vandalised this would mean that people wouldn’t be able to see your
advertisement, as a result it will cost you a significant amount of money to replace or repair. Another disadvantage would be that it
could be ignored if you it’s not eye catching and often some advertisements may seem to be in bad taste. One other dis-advantage of
using Digital advertising for example newspapers, is that having Ad space can be expensive, Your advert has to compete against the
clutter of other advertisers, including the giant ads run by supermarkets, big business’ and companies, as well as your competitors and
Poor photo reproduction can limit your creativity, you can also expect your advert to only a appear in the newspaper for a short
amount of time. This means it will be very difficult for you to compete with the other businesses if you are starting out a new company.

4. Gunn’s Categories: Comparison
• Discuss one of Gunn’s categories with examples from specific adverts
• An example of Gunn’s categories is comparison. Comparison is where you look at one product and
compare it with another for example the Aldi advert this is worked by using your product and another
retailers product and comparing the price or the value for money or the size of the product an other
examples of this are Fast food restaurant adverts such as, Burger King, McDonalds, Wendy's, Taco Bell and
Subway. All these companies use this advertising style to show which company is the best.
• Video
• Advantages: suggests to the viewer that one item is better than the other without saying it, Provides more
information about brands, available products, and prices to the market place, Helps a new business who
may have an unknown position in the marketplace to maybe try and get involved with a big Company to
gain there popularity, Creates confidence for the challenger These are all included with the examples listed
above.
• Disadvantage: Other companies may get offended and could be a potential lawsuit, Open Media warfare
may turn out of sorts and escalate dramatically, Generates too much Information such as irrelevant noise
and misinformation to the consumer, may create brand name confusion on part of the audience, may
decrease rather than enhance believability and creditability for the sponsor brand, consumers may view
the Adverts as unprofessional and may also lead to Unnecessary Conflict.

5. Gunn’s Categories: parody
• Discuss one of Gunn’s categories with examples from specific adverts
• Another example of Gunn’s categories is parody’s, what happens is the one company does there own version of
the similar advert. This is worked by having the same background and the same concept of the advert you are
trying to copy Just using your own Product to manipulate the advert and make it your own, an example of this
would be the Specsavers version of the Lynx advert. One other example of the parody advert was the Tango clear
advert which was launched , parodying with the “ Balls” going down the stairs and around the streets which was
themed with the Sony Bravia LCD TV adverts. The original consisted of footage of thousands of Balls going down
the streets of San Francisco, however the Tango advert was filmed in Swansea and featured fruit instead of Balls.
• Video
• Advantage: gives the viewer a humorous effect and will make the advert memorable, Using this idea has the
potential to make your company go viral as some of the viewers may find it amusing this could make it trend on
social media websites, this allows it to be shared around by the consumers therefore, adding to the hype of the
brand which will give you the word of mouth, all of this could then result to you making your company increase
it’s income.
• Disadvantage: it may cause a lawsuit or the viewer may not see the humorous side, This could result to Conflict
between various companies and other small rival business’ would benefit from this, you can also loose your own
identity as you could be viewed as a company that only copy’s other peoples idea’s. Another disadvantage is the
potential risk’s you face when doing the parody like legal actions or other charges.

6. Non-Digital Advertising
• Analyse the advertising conventions used in a specific example
• An example of an advertising convention would be a poster for a movie or a advertisement on a Billboard.
• The majority of the work put in to make an advert poster is the use of imagery, bold titles and contrast
with the colours. If it’s an advertisement for a film you could put the biggest actors in your film at the top
of the advert to make the viewer want to watch it. For example for the film iron man it required actors
names at the top like Robert Downey Jr etc. This would attract the audience for Robert Downey JR fans.
• If your trying to advertise on a billboard then the same procedure applies. You will need bold titles and
contrasting colours to give it effect and to attract drivers on motorways or citizens.
• On a advert in order for it to be effective you must include a slogan to get your attention, also you must
make sure that your content has relevance towards what you are trying to promote. Another aspect is
branding make sure that it’s clear and the logo is clear, this is key so they will be able to know your
company.
• The content used within this example is structured very well the main image is in the centre of the
Advertisement to show a point of focus and who the Main character is in the film, the subtitles are layer
out accordingly with the date at the Bottom of the page with the bold font and the colour of the font gives
it a bionic/ robotic feel to the advertisement this is relevant to the film title which is “ Iron man. “ In this
advertisement you can also notice the Marvel logo above the Iron man Film title this indicates to the
reader about the Marvel Franchise and it also shows the point of focus as well. You can also see that the
Film which is being advertised that it’s action as the special effects are in the background which also
contrasts with the Dark background colours, it also contrasts well with the way that the Images are
positioned in the front of the advertisement as the characters are facing a certain way, which could
represent danger as the facial expressions used on Image suggest that there I danger, this could link in
with the Film genre which is SCI-FI/Super hero.

7. Digital Advertising
• Analyse the advertising conventions used in a specific example
• A common example for digital advertising would be the adverts that you see on TV or on a computer for
example; adverts that promote there company like insurance companies, car adverts or retail adverts, or
adverts to promote a film or video game.
• These adverts will include or exploit the following aspects; narrative to give promote and give other
special offers, also for seasonal offers for example in the summer McDonalds advert it would show ice
drinks and the winter hot drinks like tea or coffee. Visual imagery to inform and show them your product,
it may also include Music as background to add effect, if it includes a famous or catchy song then it may
remind you of the advert.
• A important part of advertisement would be the slogan, if it’s catchy then it will be remembered for
example McDonalds “ I’m lovin’ it “ and Kfc “ Finger lickin’ good”. Another way it could make it more
rememberable would be the use of Rhyme or repetition so it gets in your head more.
• In some cases an advert which is irritating and sometimes annoying, for example the Go compare advert.
With the use of opera/ classical music to promote there insurance company, it gets on some peoples
nerves this makes the advert rememberable, it may also get in your head.
• The conventions used in the some of the Digital advertisements which are mentioned above is the use of
identity of the product a big company for example KFC would have an identity because the company itself
has been around for many generations this will give it’s familiarity to it’s audience. Another advertising
convention used in the examples would be celebrity Endorsement , this would help increase the
companies popularity and if the advert has any humorous effect then it could trend on social media which
would increase it’s income and the Familiarity would increase also. One other convention which I used in
the example KFC would be that the business is a Family orientated and this will increase the audience
familiarity and the company values are on show this gives it an authentic feel.

8. Advertising Task 2

9. Print Advert
• Analyse the persuasive techniques used in a print advert
• The purpose of persuasive techniques is to make the viewer want buy your product, it is also
used to inform you about the advert. One of the Persuasive techniques is the bandwagon, it’s
used because they believe that’s what everybody does, this creates popularity and can make
your company mainstream within the advertising industry. Another important technique
which is used is celebrity endorsement this is a useful technique as it can make your print
advert memorable.
• For example In the printed advert above in this case it’s Coca-Cola, due to the fact that it’s
fairly memorable and it’s a huge company it would simply rely on it’s branding. It also has a
catchy slogan “ Tired? Then Drink Coca-Cola.“ Also if you look at the font it draws your
attention and almost makes you want a drink and it advises you to have a drink of Coca-Cola.
It also states that it relieves exhaustion, which in the picture it shows 3 gentlemen enjoying a
glass of Coca-Cola and looking relaxed this links in with one of the slogans.

10. Video Advert
• Analyse the persuasive techniques used in a video advert Ensure you include the URL of the advert on
Youtube and employ screen-grabs.
• In the NSPCC advert one of the features it uses is depressive actions, this is to make you
want to donate and feel like you are making a impact on the child’s life. The advert also
includes footage of a supposedly abused child to add a very deep dark effect.
• Another interesting aspect of the advert is the use of subtitles to symbolise how the children
in the advert are feeling, which then would lead to making you feel shocked and guilty.
• The colour scheme of the advert is dull and dark to symbolise how you wold feel if you was in
that situation, It also makes you feel sympathetic which would lead to you wanting to donate.
The advert also uses the children’s facial expressions to add sympathy to the advertisement,
this affects you emotionally and could result to you making donation.