This document discusses styles and techniques used in various types of advertisements, including humorous, surreal, dramatic, parodic, and techniques used to persuade viewers. It provides examples of advertisements and analyzes the styles, forms, camera techniques, graphics, and persuasive elements used. Characteristics of products and services like benefits offered, advantages over competitors, unique selling propositions, and lifestyle appeal are also examined. Finally, it briefly discusses advertising regulation bodies.

1. Styles. Humorous Advert.
Fosters Gold.
This is a humorous advert and falls into the form of Realistic Narrative along with Talking Heads as it starts
with a casual party scene, moves to the middle which has 2 guys talking to each other over the phone and
ends with the main character of the ad talking to the party host and you mainly only see the heads to the 2
guys talking. The adverts style is humorous as they are making funny remarks as well as their facial
expressions showing humor. It uses iconography which shows the difference between Australia and
England, and in the advert, expressing that Australia is a better place to be. The advert also uses a variety
of different camera shots and angles to show the facial expressions of the characters which add to the
humorous effect, as well as mid to long shots to show the contrast in the 2 countries and how Australia is
represented in a better light than England. The product is shown at the end along with the logo which
show that some computer graphics have been added into the advert as well as using a voice over.

2. Surreal Advert.
Jordans.
This advert uses the form of Anti-Realist Narrative and Stand Alone as as the use of talking animals
show that its not real and its fantasy as well as the advert being a one off and not being a part of a
series. With it adopting the style of surreal it shows that the advert isn’t real and exaggerate due to
the talking animals. The use of iconography works well as you can really tell that its set on a farm
due to the animals, shrubbery, crops etc. and the use of camera angles show the ‘Jordans’ sign in
the background so you keep getting reminded of the product. The end of the advert uses a voice
over telling you about the product and shows an image of it so that you are aware of what it looks
like. No logo is shown in the advert so that signifies a lack of computer graphics.

3. Dramatic Advert.
Full Stop.
This is a very dramatic advert as it uses the form of a Documentary as it is
showing facts and figures, quotes from famous people along with touching
images. It’s a charity advert that really gets its point across by using a dramatic ad
that touches the hearts of the viewers. The close ups shots really express the
sadness of the children and it shows their pain which makes you want to donate
and help them, as well as the iconography which shows the tough living
conditions that these children have to endure. Special effects are used at the
start of the advert where they are showing the globe spinning. However no
computer graphics were shown in the sense of a logo etc.

4. Parodic Advert.
Specsavers.
The specsavers advert is a parodic advert as it is taking the mick out of the lynx adverts were the
smell attracts the girls. In this advert all the girls run towards the guy but when he puts his
glasses on they all leave stating that he should of gone to specsavers. It’s a Stand Alone advert as
there are no sequels to this advert as this advert was designed to take the mick out of all the lynx
adverts as well as helping to endorse their product. There was a good use of camera angles as
you get to see the facial expressions of the girl when they see him with his glasses, and the guy
when he sees all the girls walking away. However the iconography wasn’t really relevant. At the
end of the advert it shows the specsavers logo which shows us that some computer graphics
were used and there were a small amount of special effects used when it blurred the screen
towards the end to show that the guy couldn’t see without his glasses.

5. Techniques.
Each advert always contains an Persuasive Techniques
element to it to help them to Hermeren: distinguishes among the
attract viewers and endorse their following kinds of power through which an
product to the viewers: advertisement may have a persuasive
•Hidden and overt message. influence:
•Emotional responses: Reward Power: the product promises
o Solution to a problem. some positive benefit.
o Fear. Coercive Power: the product is presented
o Concern. upon pain of threat or punishment.
o Compassion. Referent Power: the message associated
o Self-perception. with the product.
o Social position. Expert Power: the product is presented by
•Celebrity endorsement. an expert.
Star Power: the product is associated with
a celebrity figure.

6. Example 1: Gillette Fusion Advert.
This advert contains a celebrity endorsement as it includes sports
stars Tiger Woods, Theirry Henry and Rodger Federer. Seeing as
the product is aimed at men anyway, the use of these famous
figures will appeal to men even more as they are their idols, they
see them competing every week so if they use the same razor as
them then they will feel like they have something in common with
them. It also shows star power as every time you see that product
you/ll be reminded of those celebrities so the product eventually
becomes associated with the celebrity.

7. Example 2: Nivea For Men 'Silver Protection' Deodorant Advert.
This advert shows a social response as it makes men feel more
comfortable socialising as they don't feel like they have to worry
about what their smelling like. Also, the advert showed 2 men
competing in social event in blow up balls which suggests that
they Nivea are competing to be the best out there and no matter
what you do you can stay smelling good. It includes referent
power as there is a clear message associated with the product
that gets itself across to the viewer.

8. Example 3: Anderx Advert.
This advert shows compassion as you adore the puppy
and find it very cute. This attracts the audience in as
they like the puppy and it therefore helps to sell the
product as people go out and buy the product as it is
associated with the puppy. The advert has reward
power as they feel that their helping out the puppy even
though it was only used to help sell the product.

9. Example 4: Domestos 5x Longer Advert.
This advert strikes fear into mothers as they feel that the
germs are going to have a negative impact and cause
their children to ill. By doing this, mothers and fathers feel
like they have to buy and use the product as it is helping
to save their childrens health. It has reward power with it
as the advert has a positive benefit with it.

10. Characteristics of
Products or Services.
There are 5 main characteristics of products or
services and they are:
The Benefits Offered.
Advantages Over Similar Products.
Unique Selling Proposition.
Life Style Appeal.
Brand Identity.

11. Benefits Offered.
This advert is very effective as it offers a large amount of information that
is very informative to us yet it gets us slightly worried as they are talking
about a very important part of your teeth/mouth. It has a number of
benefits attached to it as people will go out and buy this product as they
feel that their product will help this problem. On top of this, it adopts the
form of a documentary as there is a man in a white coat so we
immediately assume that he knows what he’s talking about and he is
saying is right.

12. Unique Selling Proposition.
The sensodyne advert also has a unique selling
proposition as it doesn’t have many competitors that
are targeting their toothpaste at the same particular
problem that sensodyne are. This makes their product
unique as it is a one of a kind and people will therefore
go out and buy it as they won’t be able to find any
others like it so they will feel that this is the only
product to help this problem (acid wear).
Additionally, by making the advert very dramatic it
grabs peoples attention as it is informing them about
how serious the problem can be. It makes people worry
their teeth and want the product in order to help
themselves.

13. Advantages Over Similar Products.
The Jacamo advert promotes themselves very well by showing
that they have advantages over similar products. They do this by
giving us a variety of information including high profile brands,
prices, sizes appealing to all etc. so it makes us think of them
rather than their competitors and we then want to go and check
out their website. Even if we don’t buy anything, when we do go
to buy something, they are the first name/company/brand that
pops into our heads.

14. Life Style Appeal.
Jacamo appeals to many people as there showing normal
people to represent us in normal everyday clothes. It
appeals to many people as they feel like that can see
themselves in the person on screen. They feel that the
clothing that they are offering/selling is the type of clothes
the majority of people wear so it has a life style appeal to it
and makes many more people want to check out the
website and buy clothes from their website.
By making the advert have a life style appeal it will attract
more people to purchase their clothing as they feel that
the advert and the actors used have represented them
very well and the style of clothing expressed appeals to
them.

15. Regulation.
Clearcast
Clearcast is responsible for pre-transmission
examination and clearance of all TV ads that are seen on
your televisions. They have a licensing agreement with
Ofcom which is there to ensure that all ads aren’t
misleading or harmful to viewers.
ConnexCast will go through Clearcast before we put our
ads on the TV to ensure that they are not misleading,
inappropriate, harmful or offensive to the people
watching. Once we have be given the clearance from
Clearcast we go ahead and put them on TV as they are
appropriate and legal.

16. ASA – Advertising Standards Agency.
ASA is an organisation recognised by the government and
Ofcom and it deals with complaints to with advertising. The aim
of ASA is to ensure that all ads are legal, decent, honest and
truthful by enforcing the advertising code.
Here at ConnexCast we use ASA to ensure that our adverts are
meeting the code so that they are safe and not harming
anyone. If they do then complaints will be made to the ASA
about one of our ads, but the aim is to not have any
complained about.
An example of when an advert was placed on ASA was the
‘Paranormal Activity 3’ advert. This received a number of
complaints as viewers found it offensive, inappropriate and had
reports of personal stresses. The ASA found that it breached
the codes of Harm and Offense and Inappropriate to children.
ConnexCast has to ensure that the same issues have an impact
on our adverts.

17. BCAP Code – Broadcast Committee of Advertising
Practice
This is a list of rules that all adverts must adhere too. If they don’t
then there is the chance that they won’t be allowed to
show/continue showing their ad on TV. The code means that the
adverts can’t be misleading, inappropriate, tasteful etc.
Here at ConnexCast, if we was to make an advert there are do’s and
don'ts we must obey by so that children can watch them.
Do’s:
•Include qualifications and the price of the product.
•Must state if adult permission is needed.
Don’ts:
•Distress children.
•Encourage bullying or anti-social behaviour.
•Do not represent children in a sexual way.
•Take advantage of a child’s inexperience.
•Target directly at children.

18. Ofcom
Ofcom is the communications regulator that is in charge of
the TV and radio sectors as well as telecoms and mobiles etc.
Ofcom investigate and then deal with TV and radio
complaints. They ensure that people are protected from
scams and false advertising as well as stopping people from
hearing/viewing harmful and offensive material.
Its important for us here at ConnexCast to make sure that all
our adverts appropriate for viewing so that we don’t get
complained about and lose money due to having to make
chances to the adverts or paying to get rid of the advert all
together.

19. New Account - Calgon
Recommendation 1:
The first recommendation that we are going to make
is to advertise on ITV 1 during the daytime: 06:00 –
17:29.
We believe that this would be the ideal time for you to
advertise at most people who will be using your
product will be housewives. This means that whilst
there doing their chores during the day they will more
than likely have ITV 1 on as it contains shows such as
‘Loose Women’.

20. We feel that you should show your advert 8
times within this time period. If you are to
advertise in just London it will cost £10,688.
And if you were to advertise all over the UK it
will cost £40,160.

21. Recommendation 2:
We also believe that you could show your advert
between 9:30 – 11:00 on ITV 1 as they have a late
night drama or a movie on at this time. We believe
this would be a good time to show as everyone
will be home from work at this time and as proven
ITV 1 is the 2nd most watch TV channel. It therefore
appeals to men and women as next time they go
and do their shopping they will have your product
in their mind.

22. We suggest that only 2 adverts are shown
during this time period would be the most
effective. If you are to show in just
London it will cost £18,742 and to
advertise to the whole of the UK it will
cost £86,486. It is a lot more expensive
than recommendation 1, however a larger
audience will be watching.

23. Recommendation 1 Recommendation 2
and Peak Times

24. Standard Occupational Classification
Social Grade Social Status Occupation
A Upper Middle Class. Higher managerial administrative or
professional.
B Middle Class. Intermediate managerial
administrative or professional.
C1 Lower Middle Class. Supervisory or clerical and junior
managerial administrative.
C2 Skilled Working Class. Skilled manual workers.
D Working Class. Semi-skilled and unskilled manual
workers.
E Lowest Level of State pensioners, casual or lowest
Substance. grade workers.
The target audience that Calgon’s advert will apply to is grades C1, C2 and D. This is due
to all people needing washing powder for their clothes/washing machine. Due to
Calgon not being an overly expensive product it gives those in grade D (housewives)
the opportunity to use the product and by advertising to those during the day.