Research log

Evaluation

Fitness for purpose;

I find that my advert fulfilled what the brief asked me to do. The scenario was to create a 30 second advert to rebrand an old chocolate. However I had to keep in mind that the advert could not be aimed at children and has to be shown on prime time television. When I was thinking about the ideas of our advert, my partner and I discussed how we would rebrand it. E.g. Sticking to old slogans. We thought about how we would appeal to a new and younger audience (18 - 25 years old) yet still appeal to long time fans or older audiences. Our final edited advert was 30 seconds minus fading at the start and finish, and we had also included a pack shot. 

Clarity of communication;

We created a presentation and presented our ideas to our assessors. My partner and I put all our effort into this and we managed to communicated our advert ideas as best as we could. At the end of our presentation, our assessor asked us questions about where we got our research from about the new audience. E.g. Questionnaries to find out what shows they liked etc. As well as asking what our final idea was as we had included two. I feel that the assessor understood the ideas that we had, he also gave some ideas to help adapt it further. 

Appropriateness to audience compared with original intensions;

To make our advert link to our targeted audience we had to think of ways in which young people would be interested as well as old. We used young people in our advert, which refers to the younger audience. We also carefully thought what costumes that the actors should wear e.g. casual clothing. We did this because there are some brands younger people might know or wear regularly. To link it to the older audience we bought in nostalgia. We had included the song 'Let's get it on' by Marvin Gaye  which not only linked with the mood of our video, but members of the older audience would hear this and remember the song to draw them in. We had also kept with the themes of the older adverts, the fact that this chocolate is a personal one that must not be shared with anyone, but modernising it by instead of hiding it, we had someone in the situation where they take it off the other person. This also would appeal to younger audiences as we have taken ideas from other adverts to almost make a spoof.

Effectiveness of techniques;

We used our knowledge about camera language and editing techniques to the best of our abilities. We had tried to make the advert flow as best as possible so it keeps the audience engaged in our advert. We had thought about certain camera angles that would make certain moments in the advert stand out, for example, the opening of the chocolate. We had used different angles and shots to make it seem more intimate and to really focus the attention on the chocolate. When editing we had thought about colours and effects that we could to add it to make it work better but in the end we made no changes to the style of the clips. 

Effectiveness of content; 

I feel that every moment in our advert is relatable to a member of the targeted audience as well as the brief. By having Alysia briefly appear in the first 3 second of the advert would engage the audience becaus they would want to know why she was there, what she was doing and what is going to happen next. Therefore from 5 seconds in, people will already be engaged. So when Annie hear a noise also makes the audience want to know what it was, having he look past the camera would make the audience feel as if they are apart of the advert.

Later on in the advert when Annie goes to eat the chocolate, everyone can relate to sitting along with a luxury food source. Then having Alysia  take the chocolate off of her, some people can relate to having a friend or family member take their food, which links in with the comedy aspect of our video.

Impact of work;

The impact our advert will generate a positive respons from the audience. They will almost remember the chocolate and think 'I haven't had one of those in ages', which would then achieve the aims of rebranding an old chocolate. Additionally we showed the advert to a few people to get some feedback on what they thought of it.

The older audience we showed this advert to notice the music straight away. They had said how it worked when trying to bring back older themes. The older members had also said they remember the 'its mine' advert series with Dawn French. Members of the younger audience we showed the advert to mentioned the music as well, saying how they know the song through their parents, and how it worked well with the mood of being alone. The young audience also enjoyed the fact that I take the chocolate off of Annie, it was 'unexpected'.

Technical qualities;

When it came to the technical part of our work, we didn't have many difficulties. As we were working inside for the whole day, we had kept our camera plugged in to stop the battery from running out. Also we had to readjust the camera so that some shots were not too dark. However that wasn't too much trouble because we kept filming at mulitple angles.

Most of the filming was done free hand as well so incase any troubles came with using the tripod it wouldn't of made that much difference. When editing our video, we had a few worries, such as trying to match up the video so it flowed continually, as well as having a slight hitch with the software when it shut down during one of our sessions. Besides these we had no major troubles with the technical side of our production.

Aesthetic qualities;

We had originally planned to film our video in my house. However there was a last minute there was a problem therefore we couldn't film. So in the end we ended up filming in Annie's house. I believe that the mood of the room still worked as well as the layout of the kitchen and where the sofa was placed. This is because of the colour scheme of the room, (there was a mix of red and gold which created a luxury feel.)

Additionally the layout of Annie's house made it easier to have a ongoing continuity editing, as the kitchen and living room were linked. We had no major issues about the house, only Annie's dog that kept wanting to be in shot. Besides the dog and the change of house, we were able to film our whole advert within 2 hours which worked out well. I feel that our video achieved what we had expected it to. 

Production log 3

What did we do this week?

This week Alysia and I completed editing our television advertisment based on Terry's chocolate orange.

What problems did we have to overcome?

There was a few problems with sound. We had to take out the record static sound because it sounded like the house was on fire. This left a majority of the advert silent, therefore we had to move and extend the adverts main song.

What are we doing next week?

We are going to be uploading our chocolate advert and completing our evaluation.

Chocolate advert

Production log 2

What did we do this week?

This week Alysia and I completed our production work, this included filming.

What problems did we have to overcome?

When we were filming the battery ran out. However we managed to overcome this problem by plugging in the charger and filming whilst charging the battery. Also we had the problem of Fred, Annie's dog, who kept trying to get into the shot.

What are we doing next week?

We are going to be updating our written work and editing.

Production log 1

 

What did I do this week?
This week Alysia and I completed our pre-production work, this included:

• Cast list
• Crew list
• Props list
• Storyboard
• Voice over script
• Reccies
• Risk assessment

 

What problems did we have to overcome?
We finished our pre-production early however my partner and I had exams meaning we couldn't find a time to film together. Therefore we had to rearrange our filming time. Additionally we have to had to find another house to film at because of last minute complications. We will be filming at Annie's house. (Actor)

What am I doing next week?
We are going to start filming.

Storyboard

Props list

Crew list

Cast list

Reccies

The reasons why we have chosen this location because it is convenient for my crew and actors to travel to. Additionally since this is Keren's house we are able to move furniture and it suits the atmosphere we are creating.



Budget

Voice over script

Risk assessment

Presentation video

Presentation powerpoint

Questions

Questions for survey
Do you like Terry's chocolate orange?
How often do you eat this?
What other chocolates do you prefer?

Questions for interview
What general types of confectionery do you like?
Why do you like them?
What chocolates do you think are similar to Terry's chocolate orange?
Do you prefer the ball size or mini segments/chocolate bar?
Would you like Terry's chocolate orange to be available all year round?
What time do you mostly spend watching television?
What programmes on television do you watch?

Audience grid

Rebranding chocolate bars

Chocolate orange

Time out

Double Decker

 

Turkish delight

Flake

Bournville

(ASA) Case study of existing advertising campaigns researching the roll and impact of - Adverting Standards Authority and Ofcom.

What is the background of the ASA?

ASA formed in 1961 along with CAP (Committee of Advertising Practice) to focus on consumer protection and the public's interest.

Before this regulation of non-broadcast advertising was conducted by the self-regulatory CAP/ASA system and broadcast advertising was regulated separately by a statutory regulator, ITC. This was changed because it was too difficult for businesses and consumers to track. E.g. certain words or phrases in ad campaigns were allowed on one type of media platform but not on others. Therefore it was easier if these decisions were by a single organisation. (Source)

What is the role of the ASA in the regulation of advertisements?

ASA want to ensure that all media is honest and legal so the company and customer benefit.

The types of adverts ASA regulate are:

• 'Advertisements in non-broadcast electronic media, including but not limited to: online advertisements in paid-for space  
• Advertisements transmitted by Bluetooth
• Preferential listings on price comparison sites etc.'

What the code does not apply to:

• 'Marketing communications in foreign media.
• Works of art exhibited in public or private.
• Statutory, public, police and other official notices or information, but not marketing communications, produced by public authorities.
• Claims, in marketing communications in media addressed only to medical, dental, veterinary or allied practitioners, that relate to those practitioners’ expertise.' 

(Source.)

To maintain ASA's Independence they are funded by Advertisers such as Asbof (Advertising Standards Board of Finance) and Basbof (Broadcast Advertising Standards Board of Finance). They also receive a small income from charging for some seminars and premium industry advice services. Additionally 0.1% is collected from the cost of buying advertising space and 0.2% is collected from some direct mail.

(Source)

What is the legal standing of the ASA in relation to Ofcom?

ASA regulate broadcaster and non-broadcasting advert. They choose if adverts should be released to the public on different media platforms. They can also remove them if an advert breaches their code. If Advertisers break the rules they will face a number of sanctions such as:

• Ad Alerts (withhold services e.g. access to advertising space.)
• Withdrawal of trading privileges
• Pre-vetting (this only happens to serious or repeating offenders. They have to have their work constantly checked before publication. This can last two years.)
• 'For misleading or unfair advertising, if an advertiser refuses to comply with the ASA, then the ASA Chief Executive is able to refer the advertiser to the Office of Fair Trading for legal proceedings under the Consumer Protection from Unfair Trading Regulations 2008 or the Business Protection from Misleading Marketing Regulations 2008.' (Source) 

However if broadcasters break the rules repeatedly e.g. running adverts that are against ASA's code. Then they will receive fines and have their licence withdrawn to broadcast. (Source.)

'Ofcom to maintain standards in broadcast advertising. However, better regulation principles that were included in the Communications Act 2003 placed a duty upon Ofcom to pursue alternative forms of regulation where practical. Ofcom took advantage of this provision and established a co-regulatory partnership with the ASA in 2004.' (Source) For TV and radio advertising, ASA regulate under a contract from Ofcom. 

What are the procedures of the organisation?

If someone wants to make an complaint they can fill out an online form.  If the person is still unsure then thy can call/text ASA to discuss their complaint.

1. 'First, check whether your complaint is covered by the ASA. 
2. If it is, submit your complaint online, or telephone,text , or write to us.
3. We’ll give you the name of the person who will handle the case and be your point of contact.
4. The names of those who make a complaint are kept confidential from the advertiser, unless you are asking us to have your name taken off a mailing list or the complaint is from an individual, competitor or organisation with obvious interest in the outcome of the complaint (such as consumer bodies and pressure groups).
5. We publish our rulings
6. Ads that break the rules are required to be amended or withdrawn, if they aren't  we will take steps to make sure our ruling is followed. ' (Source)

For people that want to make an oversea compliant  they have to be apart of
the EASA (European Aviation Safety Agency).  If the complaint is made
outside Europe then the EASA has links to 8 countries. Shown here.
However they are not apart of the EASA then ASA will still consider the
complaint and will try a work with the country regulator.

The ASA council judge both non-broadcast and broadcast advertisements.

The ASA council judge adverts using BCAP Code ( UK Code of Broadcast Advertising)created by CAP and enforced by ASA. It is regularly updated.

How else do the ASA regulate ads?

'ASA actively checks ads in all media and regularly conducts surveys of advertisements published by sectors where there is either unsatisfactory compliance with the Codes or where there are societal concerns about that sector.  And together with CAP, we work to support the industry to help them get their ads right before they are published. ' (Source)

What are the key parts of the code governing advertising, children, soft drink and food advertising that you think will be important to bare in mind for your advert?

Whilst making my advert I should be mindful of any imitable acts that are considered dangerous. Since there is a high chance that young children would copy them which would lead them to getting hurt therefore I could get sued. Additionally I have to make sure that my advert is clear and there is no false or misleading advertising. This would lead to the public would complaining meaning I would have to reedit the advert and I lose a great deal of money.  Furthermore I shouldn't have an harmful or offensive scenes that would be disturbing to young children unless the advert is going to be shown after watershed.

Summarize some TV advertising case studies of problematic advertising, children, soft drink and food advertising. 

Video

Complaints
Three viewers believed the ad was misleading because:

1.  it implied health claims with regard to childrens immunity and development which they believed could not be substantiated;
2.  it was not clear that the product was follow-on formula and related exclusively to older babies; one viewer considered the ad promoted the brand as the general packaging design was the same; and  
3.  it did not adequately clarify that the product was not a replacement for breastfeeding.


Assessment
The ASA considered that the ad's claim to help with the protection and development of a baby's brain, body and immune system implied a specific health benefit from the use of Nurture.  We also noted the ad was broadcast in July 2008, after European Regulation (EC) No 1924/2006 on Nutrition and Health claims made on foods came into force.

We noted the concern of one complainant that Heinz Nurture products had a general packaging design and that she therefore believed the ad represented the whole brand, which included infant milk. The product packaging, which was coloured differently from the Nurture Infant Milk, clearly stated "Follow-On Milk".  We considered, therefore, that it was clear that only Heinz Nurture Follow-On Formula and not the whole Nurture brand was being promoted in the ad.

Date: 13 January 2010
Decision: Partly Upheld
(Source)



Complaint
32 viewers complained about the ads.
1. Eight viewers believed the girl in ad (a) appeared to be a minor and it therefore condoned underage sex.
2. Eleven felt ad (a) was offensive and harmful because it condoned teenage pregnancy.
3. Eight complained that the girl's last line in ad (a) was an offensive and potentially harmful sexual reference.
4. Six objected that ad (a) was scheduled inappropriately because it could be seen by children and young people.
5. Ten objected that the suggestion in ad (a) that Oasis was a substitute for water disparaged good dietary practice.
6. Seven objected that the suggestion in ad (b) that Oasis was a substitute for water disparaged good dietary advice.


Assessment
The ASA noted the character of Cactus Girl was 20 year old and the actress who played her was 22 years old. We considered, however, that her youthful appearance, and the youthful sounding voice-over, meant many viewers were likely to see her as a girl in her early teens.  We therefore considered the reference to her pregnancy was offensive and inappropriate.  We also considered that the combination of her youthful appearance and the reference to her pregnancy meant ad (a) could be interpreted to condone underage sex and teenage pregnancy.

Date: 8 October 2008
Decision: Upheld
(Source)

Children

Issues

Eight viewers, who had seen the ad on the children's channel Nick Jr, challenged whether it was suitable to be broadcast at times when children might see it.

Assessment
The ASA noted that the ad had been broadcast on Nick Jr in error. Nevertheless, we considered that the aggressive behaviour portrayed by Lenny Henry at the start of the ad, and the menacing tone and music of that scene, were likely to frighten and cause distress to younger children. We also considered that, because young children would not understand the ad's reference to The Shining, they would be unlikely to appreciate the comic context in which the menacing Lenny appeared, and could find him threatening. We therefore concluded that an ex-kids timing restriction, which would have meant that the ad should not have been shown in or around programmes made for, or specifically targeted at, children, should have been applied to the ad.

Date: 24 March 2010
Decision: Upheld
(Source)

The advert
A TV ad, for the film “Transformers: Revenge of the Fallen”, started with a shot of a car transforming into a large robot, and included scenes of other large robots and explosions, including an airborne invasion of the Pyramids. One scene showed people dropping to the floor and hiding under desks. The final shot showed a man with a cut on his face shouting and gesturing.

Issues
Nine viewers objected that the ad was inappropriate to be shown during programmes targeted at young children because it was likely to cause them harm and distress.  Three of the complainants had seen the ad during "Milkshake" on Channel 5, which was broadcast in the morning and targeted pre-school children. One complainant had seen the ad on the Cartoonito channel, aimed at pre-school children.

Assessment The ASA noted the ad featured an enormous robot, taller than a building with a glowing red chest, another robot crushing a large lorry, people running, hiding and shouting, men in military uniforms, explosions and a mid-air motorcycle collision. We noted that the ad had been broadcast during a programme, "Milkshake", as well as on a Channel, Cartoonito, aimed at pre-school children (under 5s) and considered that, because it contained scenes of attacking giant robots coupled with reactive adult stress and anxiety, it was likely to cause distress to very young children.

Date: 2 September 2009
Decision: Upheld
(Source)

The characteristics of adverts

These Characteristics include:

• Benefits offered - How will the product improve your life?
• Advantages over other similar products - why should you buy this product?
• Unique selling point (USP) - What does this product do that no other product has or can?
• Lifestyle appeal - How will this product compliment or enhance the target audience's lifestyle?
• Brand Identity - how does the advert position the brand being advertised?

Advert 1

Video here

Benefits offered
This advert takes more of a humorous approach to attach its target audience. It shows a man can turn everything touch turns into skittles implying that particular man will have an endless amount of Skittles. However the man states there is a downside about turing everything into skittles which makes the other actors feel awkward and possibly the audience. On the other hand this advert neglects to mention the ingredients especially how much sugar is in the skittles.

Advantages over other similar products
The entire advert shows a man that can turn anything he touches into skittles. However it can reflect the fact that there is more Skittles in the packet than before. Other products e.g. cabuarys haven't demonstrated these powers in their adverts.

Unique selling point (USP)
At 0:06 -  0:11 is predominant throughout the entire advert, showing a man turn anything he touches into skittles. Having this power may not be realistic to the audience but it creates and interesting situation for the view since this is unlikely going to happen.
Lifestyle appeal
Despite the fact there is a female present in this advert the target audience would be directed at men because of the unerving sense of humour, this maybe something that females do not like, with a few exceptions. Therefore at 0:00 - 0:11 shows this may be aimed at someone who enjoys a lot of candy particular skittles. Then again this could be a gentle way of warning people that having too much skittle is a bad thing and could lead to devastating consequences. However because there is no children or young people present in the advert this means this advrt could be directed at older people that work. This because adults that work are the ones that will buy the product and give money to their children to buy the product.

Brand Identity
Towards the end of the advert 0:42 - 0:44 the products slogan is stated "Touch the Rainbow. Taste the rainbow" followed by the trade mark colours of the skittles packet. This links to what the actors are wearing in the advert additionally where and what the characters are working for. However using this slogan implies that skittles has a varity of flavours or has a distinct flavour which can help try and distance itself from their compeition e.g. Starburst, Fruitpastels.

Advert 2

Video here


Benefits offered
Throughout the entire advert is stresses the 11 calories and to be naughty. Meaning the advert could be telling the audience to enjoy themselves whilst still eating very little calories. However this advert neglects the ingredients and there is ambigous meaning is the entire maltesers packet 11 calories or is each maltesers just 11 calories? If the maltesers are each 11 calories then it is just the same as any other chocolate bar.

Advantages over other similar products
Since Maltesers contains 11 Calories each this means people shouldn't feel bad for having chocolate shown at 0:11 - 0:13. This advert has a realist feel which the audience can relate to therefore more able to relate to the advert.

Unique selling point (USP)
The USP is 11 Calories and the fact you should rebel despite your age, shown at 0:33 - 0:39. Additionally 11 calories is light compared to other chocolates therefore would make the consumer feel lighter.

Lifestyle appeal
This advert starts off as a realistic scenerio but quickly changes into something that is unlikely to happen (0:11 - 0:33). The intended target audience is young woman aged 21 to 29. Especially if these woman are under stress because they could treat themselves to chocolate. Additionally this can appeal to people that are too hard on themselves because they are dieting. Therefore they should treat themselves now and again.

Brand Identity
Near the end of the advert (0:33 - 0:39) the logo and the product's logo is stated. The colours of the product is not evident however a Maltesers is shown in the advert. Which ables the audience to understand despite the location and the two ladies chatting loudly in an library.

Techniques & applications

A - higher managerial, administrative e.g. Surgeon, Senior civil servant
B - Intermediate managerial, administrative e.g. Teacher, Store manager
C1 - Supervisory, clerical, Junior managerial e.g. Office work
C2 - Skilled manual workers e.g. plumbers, electrician
D - Semi skilled and unskilled manual workers e.g. bin man
E - Pensioners, unemployed e.g. anyone without private pensions or basic benefits

1. Entertainment/diversion
2. Information/Surveillance
3. Personal identity
4. Social relationships

Overt message

Video here

The intended target audience for this advert is middle aged woman aged from 29 to 35 who are mothers because this can help mothers to pick out what food their child should eat. The socio-economical group would be C1 or B because mother would need a decent salary to feed their family.

This advert presents product straight away shown at 0:13 to 0:19. The first half shows wheat grains which are anthropomorphous, this is something the audience can relate to because of the human actions the wheat grains are presenting e.g. talking, bungee jumping (0:03 - 0:05). The second half (0:13 onwards) is presenting the product just in case the audience didn't understand the first half creating an overt message.

The entire advert consists of animation and is a pleasant advert to watch, in a sense there is no violence or anything dramatic. Just friendly humour shown here 0:00 to 0:11. Therefore the audience may see this as entertainment/diversion because they advert is enjoyable and just a little fun.

Hidden message

Video here

The intended target audience would be middle aged women ranged from 29 to 37 due to the suggestive nature. Therefore socio-economical group would either be C1 or B group depending on the age.

This advert presents an unrealistic vision of men however some woman like this portrayal of a half naked man with muscles and chocolate. Even though the actor is talking about chocolate there is an hidden message. The actor is talking about sex and suggestive innuendos at 0:18 - 0:24. The music and location set the mood and tone because they both have a dream-like feel. The location isn't something any normal person with a low income could have. This combine with music creates an aphrodisiac and an alluring  atmosphere making the audience want something they can't have.

On the other hand this can appeal to men because they can see this can be a personal identity for men. They may want to aspire and work towards this body (0:04 and 0:08 - 0:09) in order to get all the women. Additionally This can be linked with Social relationships because this can become a 'hot topic' on social networking sites because of the sexual nature and 'eye candy' (0:18 - 0:25) of the advert. This is something woman may want to talk about with their friends etc.

Celebrity endorsement

Video here

The intended target audience for this advert is males aged 33 to 45 who don't necessarily cook often. This would appeal to men who enjoy Ozzy Osbourne's music. The socio-economical group would either be D or C2 because you wouldn't picture these groups of people in the kitchen unless they were a chef.

This advert has Ozzy Osbourne located in a normal kitchen (0:02) cooking, which is what most people do. However people perceived celebrities something omnipotent and find it bizarre to be doing ordinary things. Therefore adding a celebrity in this case Ozzy Osbourne can encourage men to cook considering most people would think to see Ozzy Osbourne in a kitchen.

This advert would fall under entertain/Diversion because of the humour. No one would expect Ozzy Osbourne to be making fairy cakes at 0:23 to 0: 26, it creates a contrast. Since his costume is in all blakc and the props such as the skulls at 0:04 create his dark image he is trying to maintain; the audience wouldn't expect him to be cooking.

Self-perception

Video here

This advert is aimed at young woman aged for 16 to 27 years old preferably woman who do sports due to the setting of the advert. However because Beyonce is the main focus of this advert this advert can appeal to women who are a fan of her music. The socio-economical group would either be E or D because teenagers would still be studying or have part time job. Then for adults aged 20 to 27 they would fall into the C1 category.

Beyonce's music is linked to the target audience started above because the different versions of Beyonces in the reflection appear in her music videos (0:33 - 0:40). This shows how Beyonce has evolved throughout the years of her successful career making the audience wanting aspire to be like her and be successful.

"Embrace your past but live for now" (0:52 - 0:55), is good quote to help motivate young adults therefore Beyonce  good role model for young adults because of her positive career. The audience could see this as a personal identity which can help motivate them to keep moving forwards regardless of their past. This adverts generates an emotional response which is self perception. Seeing the different Beyonces in the reflections is showing she is reflecting on her past; only focusing on the good parts not the bad.

Solution to a problem

Video here

This advert is aimed at women who want to repair their hair specifically young woman aged 19 to 26 because of the model used for the advert. Lea Michele stars in the programme called Glee which is well known to young people and seeing Lea Michele on this advert would be encourage the audience to buy this product. The socio-economical group would either be D or C1 because of the age range.

At 0:11 - 015 the advert explains how this product will works and what it does. On top of that at 0:15 -020  Lea Michele is showing off her hair as if this product has done wonders for her hair. The audience that want hair like Lea Michele are more likely to be affected by this product. Furthermore this could be geared towards middle aged woman aged 35 to 40 as their hair would be getting weaker due to age.

This advert creates an emotional response; in this case it would be a sense of relief  because the audience have found a solution the problem. Now they don't have to worry about their hair breaking off  for whatever reason. Additionally this advert can fall under personal identity because this advert provides information in order to after your hair if it currently damaged.

The style and form in advertising television

Style

(also known as line of appeal)

Humorous

Video here

The slogan for Dr. Pepper is 'What is the worst that could happen?' this links with the advert because throughout the advert the worst possible thing his happening to the guy. Despite this the audience would entertaining but have some sympathy the drastic events happening to the guy in the advert. Comical adverts are more memorable to the audience because it is a topic they can bring to a discuss or simply the fact the advert brought a smile to their face.

Surreal

Video here

Anything that happens out of the norm can be used to grab the audience's attention. By having weird situations take place in adverts can once again lead people to an interesting topic in discussion. Surreal scenarios can make the audience questioned what they have just watched and be baffled by the events. Such as in this advert there is a guy watching television when suddenly a talking blue cat with a high pitched voice appears.

Dramatic

Video here

Dramatic adverts are used to leave the audience speechless. However it is easier to get the message across because the audience is more likely to remember something sudden and dramatic. The music is loud, fast paced this adds to the drama of the advert. Since adverts are usually 30 seconds long editing has to be fast pace so everything appears in bursts and the shots range from long to close.

Parodic (parody)

Video here

Parody in adverts are usually used to mock a celebrity  a fad, a movie or music. This leads to intertextuality because the audience recognize the many references from e.g. at 0:08, 0:16. However people that do not understand the references or second meaning can still enjoy the advert.

Form

Realist

The advantages of using a realist advert is that the audience can relate to the situation, this can trigger nostalgia. Additionally because the advert will contain a realist scenario it will be a lot easier for the company to create. However because the company still want to make themselves stand out from everyone else and not make their advert generic or boring.

Anti-realist narrative

Video here

If there is an anti-realist narrative then there is an story but it is very unlikely it is going to happen in real life. This allows the audience to witness a bizarre situation. These adverts can keep the audience amused and question if that would happen in real life. In regards to the advert perhaps a child may act protective of their parent but not in such a drastic way.

Animation

Video here

Animation can be used in adverts to create a bit of variation, perhaps trying to get away from using people all the time. Additionally animation is cheaper than using actors in an advert so this is a benefit for the company. The audience will notice the animation right away if it is intended. This could revive some nostalgia within the audience because hand-drawn animation can be associated with cartoons.

Documentary

These adverts contain everyday people i.e. people that you would just randomly see on the streets. This allows the audience to relate to the advert because they are just 'normal, everyday people' that are not famous. These types of adverts have interview styled structure providing the audience information about the product and how it would benefit their lives.

Talking heads

Video here

Sometimes adverts with talking heads are used because there is nothing else to distract the audience. If there is other props they are kept to a minimal so the audience only focus on the person speaking. Using this technique means that the message of the advert is portrayed to the audience clearly.

Stand alone

Video here

Stand alone advert are generally a one off advert that are related to a specific event. Such with this advert, it has taken to consideration the new popular interesting in the Walking dead series. By doing this the audience may associated that product with that said series. However this can be classed as Surreal because of the oddity the advert is set in.

Series

Aunt Bessie's 'Yorkshire Puddings'
Video here

Aunt Bessie's 'Roast Potatoes'
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Aunt Bessie's adverts are an example of an series because the audience follow the same two old ladies and family. By doing this the audience is familiar with the characters and expect that some unknown adventure or event will occur. If the series follows one another this can create a cliff hanger for the audience as they maybe eager to see what happens next.

Codes and conventions of advertising

Advert 1

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Special effects (SFX) are used throughout the entire advert; the silhouettes of people dancing holding ipods which are white. Even though this is technique is more expensive it more likely to have an impact on the audience because the audience may see things that have not been demonstrated in other adverts, making it unique. The ipods white contrasts with the silhouettes to highlight the advert's product. The music used for is this advert is a catchy song, that everyone will recognise. Sound there is no narration or voice overs, there is only music. Additionally there are a range of camera angles and shots to keep upediting pace of the advert is very fast this is either to keep up with the song e.g. cutting to the beat which keeps the audience entertained. Lastly there is very limited text, keeping the advert simple and straight to the point.

Advert 2

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Various camera angles and shot are used e.g. establishing shots to show where the scene is taking place, close ups to help capture detail or a character's emotions etc. High key lighting is used to create a natural look in the studio setting. Editing is continuous because this allows the audience to keep up of the events in the advert. To encourage the audience to buy the product being advertised celebrity endorsement e.g.Usain Bolt and Richard Branson. This allows the audience to associate the said product with that celebrity. Additionally beacause Usain Bolt is impersonating Richard Branson and trying to make sure Richard is not discovered creates an humoursous element for the audience making the advert more memorable. This links in with Iconography because Usain Bolt is dressed in athletics gear despite the setting in what appears to be Richard Branson's but the only indcation of that is the Virgin Media logo on the Television screen. The only attempt in trying to impersonate Richard Branson is the beard. Once again only a small amout of text is used, this is to show the terms and conditions. The sound (narrtion) from the celebrity covers the purpose of the advert which is trying to sell faster broadband.

Advert 3

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This entire advert uses computer graphics because it is animated; bright and vivid colours are used, this helps make the advert more memorable to the audience. However it is also cheaper for the company because really life actors do not have to be used. As well as the music being catchy there is an easy dance to go along with the advert. Meaning if the audience was describing the advert to another person and did that said dance then the other person would be recognise the advert. Towards the end of the advert there is only voiceover which says the product's name and slogan.

Evaluating Research Methods

Types of Research methods