The document provides an analysis of a Real Video advertisement called "New Fella". It summarizes the structures and techniques used in the ad. The ad uses a linear narrative that follows events in a realistic order. It promotes a happy family lifestyle, national pride in Scotland, and the idea of being supportive. The ad shows the father becoming increasingly aggravated by the boyfriend but keeping his cool by drinking Irn Bru.

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. The father needs to keep
drinking the irn bru in order to keep his cool in front of his daughter and her new
boyfriend, wanting to seem supportive, and trying to hide his clear agitation. The
structure is this comedic back and forth between the two characters that engages the
audience as well as their targets Scottish pride. There is heavy emphasis on the idea
that the drink can get you through any situation no matter how unpleasant.

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. My Video
The video that was produced followed the same pattern as a lot of the companies previous
branding, using the drink as a method of getting you through a difficult situation. I think that the
main difference is that the character that needs to get past the bullies isn’t the one who is drinking
from the can, but rather it creates an entirely separate hero character, which I think will help the
idea of strength in them, as the person who becomes the hero doesn’t show a weakness in the
literal sense throughout the video, just lacking the power needed to scare off the group. There is a
comedic aspect to it as well as the bullies don’t need fighting off as a simple glare in their direction
is enough to make them leave, enforcing the idea that anyone who drinks irn bru can do incredible
things. the video in total is also quite wholesome, moving away from the typical branding that the
company has produced before, showing a very supportive message, mainly towards victims of
bulling but also to the LGBT community as that’s the reason for the bullying to start in the first
place.

6. My Video
Factors of Persuasion
Similar to the new fella advert my video uses reward power, convincing people that
drinking Irn Bru will make you strong and allow you to do the things that will lead to
happiness. The group also decided that the idea of pride should also be continued
throughout the marketing, however we leaned less towards the idea of national pride and
more towards the idea of having pride in yourself, further supporting the idea that the
advert is meant to move away from their more controversial ideas and move into a more
positive light. I think that the final factor of persuasion used in the groups advertisement
video is that of friendship and comradery, the idea of seeing someone who needs help but
doesn’t know how to or is unable to stand up for themselves, and taking it upon yourself to
be the hero, even if you need the help of Irn Bru to get you strong enough.

7. My Advergame
The game was put together by creating a background longer than the actual screen so that when
the character was moving forward, the background could move along with him, a typical part of
an endless runner style game. The layers that I used included the main hero, benches stacked
upon one another to give the character something to jump over, Irn Bru cans that counted as
points for the hero to collect, a bully that has to be jumped on in order to pass and finally a
Scottish flag that represent the end of the level. The decisions were made based off of the
content in the advertisement we had produced and the expected game mechanics of the style I
had chosen to make.
The ideas behind the game that would make a potential consumer want to buy it is the concept
that the drink can make you more powerful, its something to strive towards and it can help you
overcome any obstacle you’re faced with. It’s not necessarily a product that makes it seems like
you will gain superhuman powers, but more like enhancing the powers that you already have and
making you feel like you are able to achieve more in your day to day life.
I’d like say that the overall style of advertising is quite successful when it comes to the
videogame, im happy with how the game mechanics came out and I would say that it would be
successful in attracting consumers. I think that the video came case could have been better in
terms of showing what the actual game play is like and I wish I had included screenshots from the
game on the back to be able to display that.

8. Video Comparison
I think that there are a few similar technical qualities between the two videos such as the back
and forth between characters to see the development of their emotions and how they react to
the situation they’ve found themselves in. A difference is the effect the drink has on the
character consuming it, as in the professional video the drink simply calms the father down
whereas in the group produced video, the drink gives the character strength and courage to
become the hero that the bullying victim needs, really changing the whole idea that the company
has built around how the drink is supposed to effect you, leaning more towards a very positive
non-controversial area. I think that the most complicated and difficult part of the entire process
was probably filming as the group of people that we were meant to be using became suddenly
unavailable and we had to use actors rom another one of the media classes, who were willing to
hep but were distracted as they had not known about the project until a few minutes before
filming had to begin. I think that a weakness of the product in terms of editing is probably the
smoothness between shots, as for some of the scene the camera was turned off too soon and cut
off an actors line or action, meaning that the advert wasn’t moving as smoothly as it could have
been when the finished product was made.

9. Advergame Comparison
The biggest difference between the two Advergame is obviously the style that it is as the
professional game is more of a flash sport game whereas my final product was based around the
endless runner genre, meaning that the game mechanics were entirely different. The game
produced by the company is very centred around Scotland and Scottish pride, using their national
sports as the idea and Irn Bru as the supporting aspect. With the game that I produced the idea
was based entirely around the advert I had made, using all the different aspects to make sure
that everything is included to create a strong brand identity between the two products.
I think that the visuals of both games are quite similar in colour scheme and style, with the
biggest difference being how many pixels were dedicated to my game as this was the first time I
had animated something and needed to make sure that the design aspect would still be within
my capabilities whilst having to learn how to animate in Photoshop during this project.
Using screenshots from the game and images from the internet I was able to put together a PC
case for the Advergame, trying to bring in as many different parts of a real product to try and
make sure that the quality was to a higher standard.