This document provides an overview of advertising structures and forms. It discusses different narrative structures like realist and anti-realist narratives. It also covers animated adverts, documentary style footage, and the use of talking heads. Additionally, it examines the difference between stand-alone adverts and series styles adverts. Students are assigned the task of analyzing examples of different advertising types and structures using terminology from the lesson.

1. Unit 30: Advertising Production
Form in Advertising

2. Write down as many Advertising
terms as you can remember in 1
minute

3. By the end of this session:
• All of you will be able to analyse the
different advertising types and form.
• Most of you will be able to analyse
the structure of adverts and their
type making reference to examples.
• Some of you will be able to use
advertising terminology to evaluate
the structure of adverts with
examples.

4. Part 1 -Theory : Structures and form

5. Write a definition of the word form to
be shared with the class.

6. Narrative Structures
• Realist narrative
- Comes across as realistic using
real life situations.
- Nothing is unusual in the advert.
• Anti-realist narrative
- Made up unrealistic situations.
- The advert is surreal, dream like
or humorous.

7. Realist or Anti-realist?

8. Animated Adverts
• Use animation in their
adverts often with
characters.
• Animation can be
presented as 3D, 2D
computer animation, hand
drawn or stop motion.
• Why use animation rather
than real people?

9. Documentary
• Footage is filmed in a way that
gives it a realistic and
documentary style.
• Footage is meant to feel as
though it has captured the
action in a proposed or real life
situation.
• This is often used in testimonial
style ads, problem-solution or
sometimes demonstration
adverts.
• Advantages and disadvantages
of using documentary style
footage?

10. Talking Heads
• Talking heads are short
interviews with real
people that are cut in-
between information
about the product.
• These are used in
testimonial style adverts.
• Why use talking heads in
an advert?

11. Stand Alone Vs Series
• Stand alone adverts are
adverts which are single self
contained stories.
• Series style adverts use the
same characters and continue
to develop a story line in more
than one advert.
• Can you think of an example?

12. Analyse & Discuss these adverts
Type and Form
• https://www.youtube.com/watch?v=x89xAXHd2l8
• https://www.youtube.com/watch?v=l5bkniCUAow&list
=PL6B5B61EB9ECC5F45
• https://www.youtube.com/watch?v=9Pp7nDmb5K4
• https://www.youtube.com/watch?v=ZIF0-CAH9DE
• http://www.youtube.com/watch?v=qSgOlz7ZYr0

13. TASK 1: Assignment 1- Brief
 Choose examples of the different types of
advertisement (refer to hand out)
 Analyse the structure of your examples by
looking at:
• Form
• Style
 Reference your examples by adding in the
link to a bibliography.
Assignment
1P1 Describe structures and
techniques of television
advertisements with some
appropriate use of subject
terminology
M1 explain structures and
techniques of television
advertisements with
reference to detailed
illustrative examples and
with generally correct use of
subject terminology
D1 Comprehensively explain
structures and techniques
of television advertisements
with elucidated examples
and consistently using subject
terminology correctly
Until 10.30

14. Ask a member of the group a
question about anything you have
learnt today.

15. What have you learnt today?
• All of you will be able to analyse the
different advertising types and form.
• Most of you will be able to analyse
the structure of adverts and their
type making reference to examples.
• Some of you will be able to use
advertising terminology to evaluate
the structure of adverts with
examples.