The document provides an analysis of two Irn Bru advertisement videos and an Irn Bru advergame. It summarizes the structures, techniques, and styles used in each, as well as the factors of persuasion. For the real video advertisement, it notes the linear storytelling, clever editing, and use of comedy and reassurance to appeal to audiences. It finds similar techniques and a realistic style used in the author's own video advertisement. The advergame is described as having an interactive gameplay that appeals to success and masculinity while associating positive feelings with the Irn Bru brand through game mechanics.

1. Evaluation
Allison Hewitt

2. Real Video
https://www.youtube.com/watch?v=ru2EvSgrnP4
Structures and Techniques –
The story in the advert is linear, as it follows one particular story through the passing of time. This is good because it keeps the
advert concise and is easy for the audience to follow. It also suits the story.
The cuts, even though they are simple, are cleverly placed to speed up the advert and leave out all the unnecessary in-between
sorts so the advert moves on a clean and even flow. The camera does zoom on some parts to make a clear point, such as when
the date is introduced or when the camera pans over to her three children in the play area – this part in particular was very clever
because they place three small children into a bright, colorful play pen and had them act very cruel and threatening. This
juxtaposition is very comical and really appeals to the audience. There is sound in the background to make it play more authentic
to the audience.
Factors of persuasion –
The factor of persuasion in the advert is comedy and reassurance. The advert is undoubtably comical. They way the woman is
portrayed and how nonechalontly the man handles the situation is endearing and will capture the audiences attention, as this
isn’t at all what they would of expected from an advert. Also, the fact that whenever the guy takes a sip of Irn Bru he can tackle
any situation head on is very alluring; Everybody wants to be able to power through awkward and terrible situations. By telling
them that Irn Bru is so good it can distract them from all the bad things will make them want to purchase the drink.
Styles of advertising –
The advert follows a realistic style. This could happen to anyone who put themselves in this situation – who hasn’t had a bad
date? A lot of the audience will be able to relate to this awkwardness and be able to put themselves in the characters shoes. It will
make them think having a magic solution like the Irn Bru in this advert would have been great when they was in that cringe
worthy situation. This will make them think more about that advert and consider buying the drink, because they can now connect
to it.

3. My Video
https://www.youtube.com/watch?v=djRa8Xitbw4
Structures and techniques –
My advert followed a linear story line so it was easy for the audience to follow. There was a pan shot of the room in the beginning
of the video to show the setting of the story. There was a lot of cuts to ensure that the advert moved and a quick pace and kept
audiences interested. Certain shots were added in for effect – like when the pencil drops to the table of when the camera is
focused on the can of Irn bru but not the character. Later in the advert, I use different shots of him painting to show the
progression of time. Every single bit of audio was done pre production, including the pencil drop and the pain brush noises. I did
this so every piece of audio was very clear. I put his inner dialogue over footage of him looking confused, this is to give it the effect
that the voice is coming from inside his head.
Factors of persuasion –
This advert plays with a couple of different factors of persuasion: Dreams and fantasy, success, art and self importance. In the
beginning, the man dreams of being a good painter and doubt his self worth. Everyone can relate to this, everyone has there
moment of self doubt where they want to be a better version of themselves. When he drinks the Irn Bru, he gets hit by a stroke of
creativity and he becomes inspired – finally producing a successful and beautiful piece of art. This will persuade the audience
because everyone wants something to motivate them and make them successful, and if they think Irn Bru will do this they may
think about purchasing it.
Styles of advertising –
My advert is of a realistic style. I wanted the audience to able to see themselves in the actors shoes and relate to the feeling the
story conveys. The advert grips at real feelings that everyone experiences through out there lives and shows what the end result
of being motivated and inspired can become.

4. Video Comparison
Structures and techniques –
Both of the videos followed a linear story line. It was easy to follow what was happening in every single frame and it didn’t make
things to difficult for the fans to comprehend. Our beginnings are slightly different but both do a good job at displaying the setting
for the adverts well. Where theirs is a still shot of a door opening in a restaurant and the character entering the doors, mine is a
pan of the classroom so that the setting is properly established. I do wish that this pan was tighter though and not so distanced. In
both the adverts a lot of cuts were used to hurry the advert a lot and this made it a lot more concise. Sometimes, the other advert
zoomed in for effect or to make something the focal point. When I did this I just focused the advert on the focal point and made
everything else in the background disappear. When the Irn Bru is in main focal point and the actors faded In the background, I
wanted to un-fade his face when editing but I couldn’t make it work. Every single shot of the other video is perfect and crystal
clear, however mine is a little blurry and unfocused at points. There are also some minor inconsistences in my product but I
minimalized them post production.
Factors of persuasion –
I think that both videos used a very similar point of persuasion: success and endurance. In the real video they wanted to find tur
love so they pressed on through there terrible date with the help of Irn Bru to keep them going. In my video is feeling hopeless
until he takes a sip of Irn bru, then he becomes motivated and inspired to create he best piece of art work he possibly can. The
advert advocates that Irn Bru is so good that it gives you that edge you need to endure the hard times, and the brand itself cares
about the audience getting the best outcome of situations by just been positive.
Style of advertising –
Both of the adverts follow a realistic style. They are both situations that the audience could see themselves in or have been in
before, everyone wants to feel inspired and not hopeless and everyone has probably been on one or two bad dates. The
situations are relatable to the audience and it will make them more invested in both of the adverts.

5. Real Advergamehttp://www.irn-bru.co.uk/game/pumping-irn
Structures and techniques -
There is a start Butten that you have to press to get the game to start. This is a good technique because it allows the game to run
at a steady pace, and will give the audience time to comprehend what is going on without throwing them into the game. There is
also an instruction tab that instructs the audience how to play the game and when they have digested the instructions, they click
tick. This technique allows the audience to take there time when learning the instructions and to click tick when they're ready.
The actual gameplay is very easy to do whilst still maintaining an addictive, competitive quality. This is good because it will hold
the audiences attention enough to finish the game without it requiring too much thought. They also use some color
representation (blue and orange) to keep reminding the player about Irn Bru. The use off a Scottish character to be lifting the
weights plays to the comical stereotype of there primary audience and adds some setting to the game.
Factors of persuasion -
This game plays on the factor of success and masculinity. You want to beat the highest score in the game, so you carry on playing
which can become addictive. As you keep playing the game, you are investing time and emotion into the game and also into the
Irn Bru company – you will now associate those feeling with the brand. Having a big burly man lift weights is a big show of
masculinity, and having someone play as him and control just how much he is able to lift will make the players resonate with the
character. When they get a highscore on the game, they will be full of pride and feel like they themselves have done the lifting.
That feeling might become associated to Irn Bru and will make them want to but the brand.
Styles of advertising -
The gameplay is linear, with a progressive story line of lifting weights and getting a good score or a bad score. This is good because
it keeps it simple and more easy for the audience to enjoy. The advert is completely animated and is full of vigourous, bright
colours that represent the brand. This will keep the audience visually stimulated.

6. My Advergamehttps://www.youtube.com/watch?v=oc1HDKE-4GI
Structures and techniques -
My game has a very simple set up. The first quarter of the game is a start screen, this will give the audience a chance to start the
game on their own time and also let the game run at an even pace. The second quarter is the character select screen, which
displays all three characters and allows the audience to select one. I think this is a good, interactive piece of the game because it
allows the audience to be apart of the gameplay. The third quarter the weapon select screen, which is the same as the 2/4 but
with selecting weapons. Again this is interactive for the audience, however this time it allows them to change the course of the
game depending on which weapon the choose. The last quarter is the actual gameplay. I have both the playable guard move
through out the store as well as the auto-mated guard moving too. This makes the game a little more realistic and challenging for
the players. When they are caught by the guard, they can use the weapon to distract them. This is implied by the weapon blinking
at the top of the screen – again, this means the game is a lot more interactive and can give the players more gameplay instead of
just walking through the store.
Factors of persuasion -
This game makes Irn Bru an object of desperate desire. It shows a story of a prisoner so in need of an Irn Bru that he has escaped
from jail to steal and drink the delicious soda. It will make the players think that Irn Bru is something to desire, and because they
want will want to fit in with the mass opinion it will make them desire the drink too – encouraging them to purchase the product.
Styles of advertising -
The advergame is an animation, so it distinguishes it as different from reality whilst still having realistic themes. Because of the
animation, the game can move at a much quicker pace and display a lot of bright vibrant colors that are associated with the Irn
bru brand.

7. Advergame Comparison
Structure and techniques -
Both games start with a 'home screen/start screen'. This gives the audience more time to prepare for the game to start and has
the game moving at an even, none-rushed pace. The real game had instructions on how to play it, where as my game had no
guide for the players on how to move the characters or even how complete the game. I wish I had included the instructions in my
product so the concept of my game would be clearer to the players. I had the character select option in my game where the real
game only had one character you play. I think giving the players a choice in who they place make the more immersive and
interactive and will hold the players attention for longer because there opinions matter. I also had the weapon aspect in my game,
that gave the players an option to use a weapon to distract a guard. This was a nice touch because it requires a little bit of thought
from the players and makes the game a little bit more in-depth and interactive. At the end of the real game, they have a finishing
tab with the players score displayed on the front. This creates a competitive aspect of the game and then decisively tells you when
the game is over. I would of liked to add a score bored or a count down to my game and my game would of benefited from having
a concrete finish instead of just a slight fade.
Factors of persuasion -
Both of the games have very different factors of persuasions. The real game pulls at the thought of being successful, strong and
masculine. Where my game convinces the audience that Irn Bru's are desirable and that people really love the brand. Both of
these points will work because they are positive aspirations that the audience enjoy the thought of working towards, and these
adverts hint that Irn Bru could help them reach their goal.
Styles of advertising -
Both of the advert games are linear, which makes the games run very simply and evenly without anything to complicated that
short little pixel game can portray. Both of the games are animated which allows for a large amount of creative freedom and
bright, vigorous colors that help associate Irn Bru to the game. It also makes the games look very visually appealing.