Structures - Styles and Forms

1. FORM AND
STYLE
HOW ADVERTS CAN BE PRESENTED

2. FORM
Different forms are used in advertising in
different ways.
Depending on the audience and product or
service, the form of an advert will vary.

3. FORM
Animation
The term animation encompasses a wide range of techniques
from 2D images all the way to CGI. Animated images are often
used in television advertising so that more fantastic or
impossible scenes can be used.
Examples:
Guinness - Evolution
Milky Way - Red Car, Blue Car
Come up with 2 of your own examples

4. FORM
Documentary
Documentary style adverts attempt to document reality
The documentary style can also be parodied and is
sometimes referred to as ‘mockumentary’.
Examples:
Bob Monkhouse- Prostate cancer
Dog Trust - Never putting a healthy dog down
Come up with 2 of you own examples

5. FORM
Talking Heads
A ‘talking head’ is a television pundit who discusses a
specific topic, directly addressing the viewer at home. This
set-up is used frequently in C4 countdown shows such as
‘100 best…’
Examples:
Vanish & Colgate adverts
Matt’s story - Sensodyne
Come up with 2 of your own examples

6. FORM
Stand Alone
Singular adverts which advertise a product or service and
do not link with any existing advertisements for that brand,
product or service.
Examples:
Think! - Slow Down
Safestyle UK - ‘BOGOF’
Come up with 2 of your own examples

7. FORM
Series
Some ad campaigns use a series of adverts to promote a single
brand, product or service. Sometimes the adverts differ slightly
in the content but it can also result in a progressive narrative
over a long period of time and over a number of singular
commercials.
Examples:
BT- Kris Marshall
Wonga – Earl and his grannies
Come up with 2 of your own examples

8. FORM
Realist Narrative
A realist narrative aims to present the viewer with a ‘real life’
feel. Realist narratives are used to make the audience feel they
are watching something believable and realistic.
Examples
Nescafe Gold Blend – Antony Head
Daz – Doorstep Challenge
Come up with 2 of your own examples

9. FORM
Anti-realist Narrative
An anti-realist narrative aims to present the viewer with a
situation or concept that is clearly ‘made-up’ or unreal. These
are also known as formalist narratives. Anti-realist narratives
usually offer the viewer humour or escapism.
Examples
Go Compare – Aliens
Citron C4 – Transformer car
Come up with 2 of your own examples

10. STYLE
We have now explored the different forms
of existing advertisements, now we will be
focussing on style.

11. STYLE
Humorous
• Can be tongue in cheek, silly or cute
• Usually harmless and stick in our minds
• Frequently used in alcohol ads
Examples
Have you got a WKD side? - WKD
Nanas knit Shreddies - Shreddies
Come up with 2 of your own examples

12. STYLE
Surreal
• Audience are not too sure what the product is
• Plays on being different and away from the ‘norm’
Examples
David Lynch - PS2
Belly’s gonna get ya - Reebok
Kevin the hamster - Levi’s (banned)
Come up with 2 of your own examples

13. STYLE
Shocking/Dramatic
• Gets our attention and makes us feel bad/sad
• Shock tactics to appeal to softer/kinder side and we feel
empathy
Examples
NHS - Give blood/stop smoking
Think! - road safety
Bob Monkhouse - Prostate cancer
Come up with 2 of your own examples

14. STYLE
Parodic
• References existing texts and makes fun of the original
subject matter
• We feel smart/glad to get the parody/homage
Examples
The A-Team - 118 118
Wacky Races - Vauxhall Corsa
Come up with 2 of your own examples

15. STYLE
Nostalgic
• Plays on our sense of nostalgia/fondness of the past
• Audience remembers older days/adverts
Examples
Through the ages - Hovis
Through the ages - Bisto
Through the ages - Fairy Liquid
Come up with 2 of your own examples