The document discusses different types of advertisements including realism, anti-realism, animation, documentary style, talking heads, stand alone ads, and ad series. Realistic ads aim to represent real life without fiction, while anti-realistic ads use unrealistic elements to grab attention. Animation allows creating impossible scenarios and characters but is complex and expensive to produce. Documentary and talking head styles establish trust but can seem manipulative. Stand alone ads are one-time while series ads develop continuing storylines and characters over multiple ads.

2. Realism is the representation of whatever is possible in real life or in
a non fictional way, an example of this is this AA advert which has
nothing outlandish or fictional in it.
The positives for this type of advert is that they are simple and easy to
make, but on the other hand this kind of advert will not stand out over
others, and do not give a big enough impact to be remembered over
time.

3. Anti-realism is the representation of anything unrealistic, the use of
fictional/unreal situations or ideas, for example this Cadbury’s advert which has
two children who wiggle their eyebrows to the beat of the song.
The benefits of using this kind of advert is that it makes people laugh and
therefore will be remembered for longer, also it gives the creators to createive
freedom to invent all sorts of crazy things. However not everyone will
understands these ads, and can be thought of as strange or confusing, which
can alienate some viewers.

4. Animation is the process creating frames one by
one then displaying them quickly in sequence
creating the illusion of movement. There are
different styles of animation for example computer
generated images (CGI which can be 3D or 2D),
stop frame animation or clay-mation. An example of
CGI is this coke advert which is almost entirely
computer animated. The advantages of animation
are that you can create what would be impossible in
real life, it can be cheaper live action (depending on
production/scale), it can look a lot better now days
using modern technology. Also a lot of companies
now days have created a character/brand identity
which is often an easier way of helping the
audience relate back to the company. However
animation can be a very long process to produce
and it can also be expensive, and if the company
doesn't spend a decent amount of money on the
production, it can end up looking cheap and
strange.

5. Documentary style adverts tend to use real locations and sometimes real staff in
order to establish trust and gain credibility with the audience, they also tend to
give a lot of facts about how good the food is in order to gain more trust. This can
be beneficial, but sometimes the audience can see through the what they say
and the advert becomes a little shifty and it seems as though the company is
trying to manipulate everyone. An example of documentary style advertising is a
Dominos ad which starts off with them looking at problems with their pizzas,
then fix it.

6. Talking heads adverts tend to have people talking about the
product/company and give their positive opinions. The positive
aspects of this is that people believe they are receiving genuine
advice from people who have used the product/company. However
many can see through this realize they are being manipulated by
the advert.

7. A stand alone advertisement is a form of advert that is a one off,
there will not be another advert by the same company that is
related in terms of the story/narrative. Yell produced many stand
alone advertisements in a three month campaign of adverts to tell
their consumers their new products.

8. An advert which is a part of a series has a constantly developing story.
The series usually has a main character and additional characters. BT
uses a series of adverts, in each of their ads we see a family consisting
of a mother, her son, and her new husband. This family goes through
some problems that audience members will be able to relate to and in
the series, BT broadband helps the family to cope with trouble they
face.

9. Another example of a series advert is the ‘Compare the market . com’
series. It includes characters from the main meerkat ‘Orlov’, his
associate ‘Sergei’, but over time and many adverts later through the
campaign, the company has added more characters, and new
scenarios for them to act and promote the company.

10. Similarly, the Go compare ads use same character to sing to people in
different situations. However they realized halfway through the
campaign that people do not like ads and find them annoying, so they
started putting the character in negative situations for example, in one
commercial Ray Mears traps him in a net, and later he is blown up by a
rocket launcher.