Assignment 1A

TELEVISION
ADVERTISING
TECHNIQUES.
LUCY CAPEL

Form.
 Style.
Codes and conventions.
Computer graphics.
Special effects.
STRUCTURES!

A Form is the way in which an advertisement is presented on the
television. Different types of Forms are used in television advertising
and depending on the audience and product of service the Form will
change to fit the purpose needed. These are a few examples of the
different Forms you can get.
 Animations – An animated advert. (Milky Way Advert - the red car and the blue car had
a race).
 Mini Fictions – An advert which has a short story line. (Lynx the end of the world).
 Documentary – This type of advert is usually used to promote charity work. (The
Salvation Army Christmas appeal).
 Talking Heads – An advert where there is a person promoting the product saying how
it has positively effected them. (Yasmin from Oral B).
 Series – Where there is more than one advert advertising the same product. (BT Infinity
Series).
 Stand-Alone – Where there is just one advert for the one product ()
FORM...

STYLE...
Style is similar to Form however instead of focusing on how the
advertisement is presented, Style looks deeper and what route they want
it to go down. Some examples of this are listed below.
 Humorous – Something intended to be funny and make the audience laugh. (Snickers –
“You’re not you when you’re hungry”).
 Surreal – Something that wouldn’t normally happen, usually weird and abnormal.
(Reebok – “Belly’s gonna get ya”).
 Shocking or dramatic – Something that is intended to have an effect on the audience.
(NHS – Stop Smoking).
 Parodic/Intertextual – An imitation/copy of a well know thing, whether that be a
person, song or film. (118 118 – “The A Team”).
 Nostalgic – The feeling and remembrance of specific memories from the past in which
you can relate to. (Hovis – “Through the ages”).
 Technical elements – The use of camera (for example angles, shots, movement and
composition), mise-en-scene, lighting, editing, soundtrack.

A special effect is an illusion created for films and television. They
achieve this by using props, camerawork and editing. The main way of
creating a special effect for an advert is by using computer graphics.
Some examples of how companies use special effects and computer
graphics in advertising are given below.
 Money Super Market.
 Compare the Market (Compare the Meerkat).
 Evian (Babies dancing).
 British Airways.
 Cravendale (Cats have thumbs).
SPECIAL EFFECTS & COMPUTER
GRAPHICS...

Hidden and overt messages.
Emotional responses.
TECHNIQUES!

Hidden Messages are otherwise seen and known as subliminal messages,
this could be an image or words flashed on a screen, audio, images or
words hidden within a scene or an advert that we are not consciously aware
of seeing or hearing.
 AT&T
Coca-Cola – “Drink Coca-Cola, Eat Popcorn” (1957)
 McDonalds – On the food network channel (America 2007)
Overt Messages are displayed in plain view, many advertisers will transmit
messages in their adverts to sell their product. This could be the brand’s
logo or slogan at the bottom of the screen.
 Weight Watchers
 Lynx
 Channel 4 break titles
HIDDEN & OVERT MESSAGE...

Emotional Response – Advertisers recognize that emotions play a
significant part in the products that we choo0se to buy (eg. we may buy
a product which serves to: - solve a problem, stop something happening
that we fear, plays upon our guilt or compassion, seeks to help our
social position).
 Playing on fear – The anti-smoking advertisement demonstrates how children are
more likely to smoke if their parents do. The anti-drink driving advert suggests what could
happen if you were to drink drive.
 Guilt and compassion – This is often used for charity advertisements
EMOTIONAL RESPONSES...

Benefits offered.
Advantages over similar products.
Unique Selling Point.
Lifestyle appeal.
Brand identity.
CHARACTERISTICS OF PRODUCTS
OR SERVICES!

?
ADVANTAGES OVER SIMILAR
PRODUCTS...

Unique Selling Point is also known as the USP. It is seen as the one
thing which the product or cause has which no other does, include in
the message that the advertisement is trying to transmit, used to
convince an audience that their product is worth buying. The USP can
be presented in many different ways, a few examples of this would be:
 Celebrity endorsement – A common technique whereby a celebrity is featured in the
ad, often the celebrity is associated with the product in question.
 Voiceover Adverts – Voiceover adverts use voiceover to address the audience directly,
celebrity voices are often used, much like celebrity endorsement.
 Music – a key part of TV advertising, featuring that has become more prominent in
recent years, recording artists regularly use ads to raise their profile, ads use ‘catchy’ songs
to grab attention, also using ‘classics’ for audience recognition.
UNIQUE SELLING POINT...

A Brand is a type of product manufactured by a particular company
under a particular name for example Apple is the brand and the iPhone
6+ is the product produced by the brand. A Brand’s identity is extremely
important to the company. It is used to complete the look and feel of
the brand; this would include the designing of the logo, value, slogan,
colour scheme and advertisement. Companies use brand identity to
make an audience recognize and identify their product easily.
 McDonalds
 Nike
 KFC
 Virgin Media
BRAND IDENTITY...

Advertising Standards Authority, otherwise known as the ASA is the
UK’s independent regulator for advertising across all kinds of media.
Their work includes acting on complaints and proactively checking the
media to take action against misleading, harmful or offensive
advertisements. They try and make every advert reasonable by having a
five strand strategy.
 Understanding
 Support
 Impact
 Proactive
 Awareness
ADVERTISING STANDARDS
AUTHORITY...

OFCOM...
Ofcom is a rules and regulations company which is used for both the television
and radio. Their main legal duties are to ensure that:
 The UK has a wide range of electronic communications services, including high-speed services
such as broadband.
 A wide range of high-quality television and radio programs are provided, appealing to a range of
tastes and interests.
 The content of television and radio adverts are suitable for the appropriate time slots.
 Television and radio services are provided by a range of different organisations.
 People who watch television and listen to the radio are protected from harmful or offensive
material.
 People are protected from being treated unfairly in television and radio programs, and from
having their privacy invaded.
 They are not responsible for regulating disputes between you and your telecoms provider.

 http://www.asa.org.uk/About-ASA.asp
 http://www.ofcom.org.uk/
 http://brainz.org/10-devious-banned-subliminal-ads/
BIBLIOGRAPHY…

Assignment 1A

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