The document analyzes and summarizes a television advertisement for Irn Bru. It discusses how the ad uses a linear narrative structure to tell the story of a father meeting his daughter's new boyfriend. It also examines how the ad appeals to ideas of national pride in Scotland and promoting happy family values. The document analyzes the techniques used in the ad, including its casting, imagery, and editing choices.

1. Evaluation
Alicja Morawska

2. Real Video-’New Fella’
Structures and techniques of TV advertising
The “New Fella” advertisement is presented in a linear narrative, with the story playing out in the order that it would
play out. The events of this advert follow a timeline that is accurate to how it would happen in real life, we see the
living room, the dad is on the couch, daughter walks in and so on, nothing in this advert is out of a logical manner.
The campaign shows a realist narrative that pulls from the portal of realistic events, that do not include any aspects of
fantasy, science fiction or unnatural CGI. A realist narrative helps the audience relate to the story that’s being presented
and can in it’s own way make the product more appealing as it allows the watcher to put themselves in the place of the
character, in a scenario that they could encounter and therefore see how the product could support them should they
need to face the same situation.
The images used in the advert promote a happy family lifestyle, a strong sense of national pride and the desire to be
supportive. It creates an appeal that is very easy for people to relate to and also want to achieve in their own lives.
The happy family lifestyle is promoted by the location, a nice quaint suburban house decorated in photographs of good
times with friends. However the key thing that implies the good family relations is that the daughter can casual bring
home a new a boyfriend and despite any reservations the father may have, he does his best to give his approval.
The national pride comes from two main aspects, props and casting. In the very first shot, the audience sees a
photograph of Scottish football fans, then the newspaper the fathers reading, as well as the flag rug on the living room
floor. The casting provides proof of this as well, as the actors chosen for the father and daughter have very strong
Scottish accents, whilst still being understandable to the members of the audience who aren’t as accustomed to
hearing it, whist the new boyfriend holds a very typical English accent to make the clear distinction before the English
football team shirt is revealed. Even the breed of dog has been thought of, as a British bulldog enters the room at the
end of the advert.
The idea of supportiveness comes from the very obvious distaste the father has to the first impression of the young
man in his home, but due to not wanting to upset his daughter, he takes the can of Irn Bru and uses it to help him keep
a cool head.

3. Real Video-’New Fella’
Structures and techniques of TV advertising
The way that the shots have been ordered, following a linear narrative, enhances the feeling that is desired for
the context of the video. The way the initial meeting between two characters has been edited, is to bring
attention to how the father is responding to the new ‘fella’. When introduced, the response to him is positive,
as a parents should be to a daughters new boyfriend, however the advert then goes through stages of
revealing more things to the father than he dislikes, each time cutting back to a mid shot of him in his chair
getting more and more infuriated, first with the accent, followed by the football shirt and then finally the dog
entering the room. Each time the camera is on the boyfriend, he gives the father more reason to dislike him,
adding an element of comedy into the scene.

4. Real Video- ‘New Fella
Factors of Persuasion
Irn Bru rarely use the most common lines of appeal such as successful careers, the natural world and aspirational
luxurious lifestyle. The brands campaigns tend to lean more on self-importance & pride, comedy & humour,
national pride and bravery.
In the ‘New Fella’ advert, the lines of appeal could be described as national pride, due to the strong presence of
Scottish-ness, from the first shot which shows the dad supporting his country at a football game in a framed
photo, the newspaper named ‘Scottish Stuff’, the dads clear distaste when his daughter brings home her new
boyfriend, and English lad that supports the British football team with his dog named Wembley, who goes on to
sitting on the Scotland flag rug and farting on it, all things that infuriate the dad more but he keeps his cool by
sipping on his can of Irn Bru. Although Irn Bru is Scottish and is the most popular soft drink in the country, this
advert was aired in different countries as well, so it plays well on national pride in its place of origin but due to
the strong brand identity of Irn Bru, the Scottish Pride works well in other places, such as the UK, where its seen
as a more humorous approach.
Another line of appeal shown in this advert would be happy families, due to the fact that despite the dads
unmistakable discontent with his daughters new partner, he does his best to be supportive and be happy for her,
by drinking the Irn Bru to help him get through the tough situation. The way that lines of appeal work is by
tapping into our wants and fears, and happy families as a way of selling a product works very well for both
aspects as it’s something everyone wants and is also afraid of not having/losing. It embeds the idea that by
buying a certain product you will be a step closer to achieving whatever goal or aspiration has been displayed to
you in the advert.
The most important line of appeal in any Irn Bru advertising campaign is undeniably comedy & humour, as it the
foundation for all of their marketing, seeing as it the root of its brand identity. The nature of how Irn Bru is
exposed to the public has always been to push the limits of what is allowed on advertisements, using play on
words, innuendos, hidden meanings, to be as outrageous on the platform as they can as it creates controversy,
conversation and therefore the distribution of the product. In personal experience, the most common way Irn
Bru marketing was distributed through social circles was by hearing references to the comedy aspects of their
advertisements, this including parts of the scripts, a strong Scottish accent and humorous actions.

5. Real Video-’New Fella’
Factors of Persuasion

6. My Video
• Structures and techniques of TV
advertising
– How has it been put together,
what images have been used,
what shots follow each other,
editing techniques, etc? Why have
these decisions been made?
• Factors of Persuasion
– How have the producers tried to
make you buy these products?
Consider the list we looked at
earlier in the unit.
• Styles of advertising
– What style of advertising has been
used? How successful is it in
making you want to buy the
product?

7. My Video
Factors of Persuasion
– How have the producers tried to make you buy these products? Consider the list we looked at earlier in the unit.

8. Real Advergame
• Structures and techniques of
advergames
– How has it been put together,
what images/characters have
been used? What are the
obstacles to avoid/collectables to
collect etc? Why have these
decisions been made?
• Factors of Persuasion
– How have the producers tried to
make you buy these products?
Consider the list we looked at
earlier in the unit.
• Styles of advertising
– What style of advertising has been
used? How successful is it in
making you want to buy the
product?

9. My Advergame
• Structures and techniques of
advergames
– How has it been put together,
what images/characters have
been used? What are the
obstacles to avoid/collectables to
collect etc? Why have these
decisions been made?
• Factors of Persuasion
– How have the producers tried to
make you buy these products?
Consider the list we looked at
earlier in the unit.
• Styles of advertising
– What style of advertising has been
used? How successful is it in
making you want to buy the
product?

10. Video Comparison
• Compare each of your products to the similar professional advert
– Discuss the similarities and differences? Reference the technical qualities of
your advert compared to the professional one (does yours show off any
interesting/visual impressive skills)? What techniques did you use to produce
it? What was difficult/complicated to do? What are the strengths and
weaknesses of your own advert? How would you change your advert if you
could do so?

11. Advergame Comparison
• Compare each of your products to the similar professional advert
– Discuss the similarities and differences? Reference the technical qualities of
your advert compared to the professional one (does yours show off any
interesting/visual impressive skills)? What techniques did you use to produce
it? What was difficult/complicated to do? What are the strengths and
weaknesses of your own advert? How would you change your advert if you
could do so?