The structutes and techniques of tv advertisments

1. The Structures and Techniques of
television advertisements
Brandon Evans & Charlie Livesey

2. Structures of TV advertisements
• There are many structures of TV adverts, these
include:
• Talking Heads
• Realist
• Anti-Realist
• Animation
• Series
• Documentary
• Demonstrations

3. Talking Heads
• Talking Head adverts consist of somebody talking
to the camera as if the person in the advert is
personally addressing the audience.
• These types of adverts usually feature close-ups
or mid-shots of the person addressing the viewer.
• A good example of a talking head advert is the
Bet 365 advert in which Ray Winstone is literally a
talking head informing the audience about live
betting odds.

4. Realist Advert
• Realist Adverts portray realistic events and
potential scenarios which the audience may
find themselves in.
• An example of a realist advert is a Green Flag
advert in which a mans car breaks down and a
Green Flag van pulls up, the green flag man
repairs it and the car drives off.
• Close-ups are used in this advert to show the
displeasure of the man who owns the car.

5. Anti-Realist
• Anti-realist adverts are intentionally unrealistic, this
is often done to create a comedic effect.
• An example of this are the comparethemarket.com
adverts which feature talking meerkats in a short
story, this is then followed by a meerkat saying the
name of the website.

6. Animation
• Animated Adverts are expensive to make
(usually) and are made for entertainment
purposes.
• An example of an animated advert is the 2014
Nike Football: The Last Game advert in which
animated versions of some of the best players
in the world (and Wayne Rooney) participate
in a game of football to save football.

7. Series
• A series advert is when multiple adverts link
together to create a story which also
advertises a product.
• An example of this is the Daz Cleaner Close
adverts, these adverts portray Cleaner Close in
the from of a soap.

8. Documentary
• A documentary style advert is a style of
advertising which is informative to the
audience.
• An example of a documentary advert is a
THINK wear a seatbelt advert in which there is
a car crash in which the driver dies due to the
person sat behind her not wearing his
seatbelt.

9. Demonstration
• A demonstration advert is an advert in which
the audience is shown a demonstration of
how the product or service works.
• An example of a demo advert is The Lenor
Unstoppables advert starring Amy Sedaris.

10. Techniques used in TV
advertisements

11. Humorous
• A humorous advert is created to make the
audience laugh.
• An example of a humorous advert is the
Carling: Catch advert.

12. Surreal
• A surreal advert is created to show something
unusual in the context of everyday life. This is
often created to create a comedic affect.
• An example of a surreal advert is the Skittles:
T Touch advert

13. Dramatic (shocking)
• Shocking adverts are created to make the
audience feel bad, these types of adverts are
used in charity appeals as they attempt to
guilt trip the audience into donating money.
• An example of one of these adverts are any of
the UNICEF adverts which feature slow-
motion close-ups of starving african children.

14. Nostalgic
• Nostalgic adverts are created to make the
audience remember the past and hopefully
their fondness of it. This could persuade the
audience to purchase the product because it
reminds them of good times.
• An example of a nostalgic advert is the Hovis
Bread advert which features a kid running
home through different time periods.

15. Parodic
• Parodic adverts are created to make the
audience laugh. Parodic adverts parody tv
shows, films and other adverts.
• An example of this is the ALDI: man on the
moon advert which is a parody of the John
Lewis: man on the moon advert.

16. Characteristics of products or services

17. USP (unique selling point)
• Each product has a USP and the advert should
exemplify what the USP is. E.g. Dyson vacuum
cleaners USP is that they require no bag.

18. Advantages Over Similar Products
• Adverts are also used to show how a specific
product is better than other competing
products e.g. iPhones are “better” than other
phones because of their camera quality.

19. Lifestyle Appeal
• Some commercials advertise a lifestyle which
is desirable to the audience, this is primarily
done to advertise expensive products such as
iPhones.
• Adverts appeal to the audiences lifestyle in
order to show that their product can make the
audiences life easier. E.g. iPhones

20. Brand Identity
• An advert should also be used to show the
brands identity, this will allow the audience to
easily identify the brand so that they know
what they do. E.g. Adidas is a sports brand
which is easily recognizable due to the iconic 3
stripes which are present on most Adidas
products.

21. Regulation
• Adverts need to be regulated by The ASA, this
is for numerous reasons. One reason adverts
are regulated by The ASA is: False Advertising.
False advertising is unethical and illegal. The
ASA (Advertising Standards Authority)
prevents unethical advertising from taking
place.

22. Regulation
• The ASA also ban adverts due to them being
inappropriate, false advertising, controversial
or offensive.
• An example of a banned advert is a Morrison's
advert which showed a child removing salad
from her burger, this advert was banned
because it appeared to condone healthy
eating.

23. ASA
• Creators of Adverts can’t say exactly what they want in adverts, this
is because they are monitored by the ASA (advertising standards
authority). ASA are the governing body for advertising and they are
able to ban adverts to be broadcast on TV. However they are still
able to show adverts that are somewhat controversial. An example
of this would be:
• 1. Paddy Power plc.
• 5,525 complaints – Upheld
• The ASA banned the ad that offered incentives to bet on the
outcome of the Oscar Pistorius’s murder trial. The ASA banned this
advert because they trivialized disability and murder, they also
concluded that the approach brought advertising into disrepute.

24. Audience information
• BARB stands for ‘broadcasters audience research
board’. It is the official source of television
viewing figures in the UK. The company develops
new ways of measuring what the public of the
UK are watching at home.
• TV advertising is a better form of advertising as it
is more exciting to the audience than other types
of adverts. When measuring audiences it isn’t
just the numbers that are focused on, it is also
focused on who is in the audience, looking at
things such as age, gender etc.

25. Audience information
As you can see happy valley lead this weeks
viewing figures with 8.4 Million viewers.
This information is QUANTATIVE because they are statistics.

26. Sources of information
• http://www.barb.co.uk/viewing-data/weekly-
top-30/
• www.asa.org.uk/
• https://images.google.co.uk

27. Audience classification
• Before an advert is produced, the creators
must classify their audience, the NRS social
grades are a system of classification used in
the UK.

28. Metaphors
• A figure of speech in which a term or phrase is
applied to something to which it is not literally
applicable in order to suggest a resemblance. –
Dictionary.com
• "It's What Comfort Tastes Like”
• This metaphorical slogan was used by Werther’s
to advertise Werther’s originals, The slogan
associates the product as comfort food which
implies that they are enjoyable to eat.

29. Similes
• A simile is “a figure of speech in which two
unlike things are explicitly compared”
• An example of this would be the Silverado
advert as the vehicle is compared to a Rock

30. Any Questions?