Monday, 17 September 2012

Analysis of a TV Advert - Part 3



1.0: IntroductionIn this blogpost, I am going to be analysing the advertisement for Confused.com. This advert will be analysed using YouTube.com and the name and URL of the video is:
Confused.com advert - Collect 1,000 Nectar points!

http://www.youtube.com/watch?v=DJhOLSTpwpk (11/09/2012)

2.0: Questions:

Describe the advert you have chosen
The advert I have chosen from Confused.com is to promote a rewards incentive that has been made by Confused.com and Nectar Card. The advertise shows the main Confused.com caracature called Cara, dancing with lots of various cartoon characters, who are collecting nectar points which are falling from the sky like rain.

The advert uses the Confused.com slogan (changed into a theme tune from the 70's disco song "YMCA"), house style colours, company chatacters and themes to help portray the advertisement in a animated way. Throughout the advertise, there is written information at the bottom centre of the screen, which shows the company website and informs the customers on where to go for terms and conditions.

How long is the advert?

The advert is 30 seconds long.

What is the subject of the advertisement?
The subject of the advertisement is to promote the rewards incentive which will be given by the company if more customers use "Confused.com's" services. The incentive is that the customers will get 1,000 Nectar points if they get car insurance from Confused.com.

Who is the target audience and how do you know this?
The target audience for this advertisement is anybody (targeting specifically at adults), who need car insurance. The target audience is very wide for this advertisement because they show characters of different demographics within society (OAP's, career-orientated people, families, students, etc) of all ages and races, who drive cars.

By using animated characters, they ensured that they used all types of customers by creating them according to their demographics and ideologies.

What persuasive techniques are used?
The persuasive techniques that have been used by the Confused.com advertisement are the use of familiar mascots/characters/jingles. This is a effective method of persuasive techniques in the advertisement because it will give the viewers repetition in their mind, as well as a sense of being able to recognize the company. If the customers remember the advert, they will remember the company and their services.

Another technique that they have used within the advertisement is the use of advantageous promises. This is the rewards incentive that they are advertising. If the customers' think that they will get something in return for using the company, they are more likely to do it as everybody likes free stuff/discounts.

They also used the technique of animation and humour to help grab the customers attention and to help the customer engage with the advert. It releases a empathetic response of a sense of belonging.

Throughout the advertise they used repetition of the product name within a catchy jingle so the viewers' remember the company and it is stuck in their subconcious mind. Whenever they need to use similar services or products as the one that Confused.com are offering, the customers will remember them.

Is there a slogan? if so, what is it?

The slogan used within this advertise is the company jingle of "Confused.com". This whole advertisement is based around the 70's disco song of "YMCA", which was edited in accordance to the company jingle and to include the incentive of "collecting Nectar points".

This is a effective slogan, as the jingle will be stuck in a viewer's mind, ensuring that they dont forget the name of the company, and it is always in their sub-conscious mind if they need to get car insurance.

Who has made the advert?

"The new Confused.com ads were created in-house in collaboration with New York animators Hornet."

"according to Nielsen, while Confused.com spent £2.5m." (1)


Has the advert had a positive or negative effect on the product?

The advertisement has a positive effect on the services that Confused.com had to offer, so the company decided to extend the reward incentive of getting 1,000 nectar points to a wider range of it's other products (home, motor, pet, etc. insurance).
"Confused.com is extending its Nectar promotion across its entire product range, after what it claims to be a successful trial on motor insurance purchases."(2)

3.0: Bibliography:
http://www.youtube.com/watch?v=DJhOLSTpwpk (11/09/2012)

(1) http://www.marketingweek.co.uk/disciplines/digital/confusedcom-introduces-animated-logo-in-fresh-push/3018087.article (11/09/2012)

http://www.marketingmagazine.co.uk/news/1109217/Confusedcom-announces-Nectar-partnership-TV-ad/ (14/09/2012)

(2) http://www.marketingmagazine.co.uk/news/1124740/Confusedcom-extends-Nectar-partnership/

Analysis of a TV Advert - Part 2



1.0: Introduction

In this blogpost, I am going to be analysing the advertisement for Virgin Atlantic Airlines. This advert will be analysed using YouTube.com and the name and URL of the video is:

Official Virgin Atlantic Advert 2011 - HD 'Your airline's either got it or it hasn't'

http://www.youtube.com/watch?v=Hbib-A6NpW8 (11/09/2012)

2.0: Questions:

Describe the advert you have chosen

This advert that I have chosen is for Virgin Atlantic Airlines, and it is based on a surrealist concept of dreams, to help grasp the "feel-good factor" using special effect techniques and graphics. The advertise has been created and described as a "Bond-style" advert, with the swanky jazz music and themes. The advert goes through a series of scenarios advertising the services, cabin crew and products available from the company.

The scenes go through the transistion of boarding a airline (glamourous air hostesses arriving first, then going through extensive security check, boarding the plane and saying goodbye to close ones, arriving on the plane and cabin crew going through compulsory security checks, getting comfortable and recieving refreshments and entertainment, then falling asleep on the duration of the flight while traveling from London to New York "trans-atlantic", and finishing with leaving the cabin crew.)

The whole sequence has been altered and made as glamourous as possible by adding suave music, graphics, themes, colours and techniques. At the end of the advert, there is a short dialouge between two air hostesses which helps bring the viewer back to reality and the tagline appears on screen in written format.

How long is the advert?

The advert is 1 minute and 30 seconds long.

What is the subject of the advertisement?

The subject of this advertisement is the service and product of travelling on Virgin Atlantic Airlines. The advert focuses mostly on the services available on the airline rather than the actual products it offers (e.g. which countries/cities the airline flies to).

Who is the target audience and how do you know this?

The target audience for this advertise is aimed at adults because of the themes, music and iconography used (attractive women, alcohol, sex factor). Although this advertise seems as if it is advertising to high-status, successful, niche customers, it allows lower-class jetsetters to be welcomed by first attracting them in surrealist dreams and then relating to them by normal dialouge.

What persuasive techniques are used?

The persuasive techniques that this advertise has used are the use of attractive males/females to help gain viewers interest and attention.

They have used emotional response techniques of questioning ones conscious on their lifestyle, social position and self-perception because the advert was made to protray a very high-class and glamourous setting. The slogan also makes the viewer question their choice of airlines, on whether or not they have the "it factor".

The advert also includes visual relation back to the brand using housestyle factors such as the logo, company colours, brand names, slogans, etc. to help the customer realize and remember the company.

The advert used the correct airline iconography to help the customers realize what services or products the advertisement is promoting, as well as using the appropriate iconography for the era/theme of jet-setting, luxurious and bond-style setting.

Finally anothe persuasive technique that the advert has used is the techniques of taking the viewer on a chronological order of boarding a plane. This is to fool the customer of going on a journey with the airline and to help them dream/realize how efficient the product/services are.

Is there a slogan? if so, what is it?

The slogan for the advertisement is 'Your airline's either got it or it hasn't'. This is the slogan as it gives the audience a sense of belonging by saying "your airline", as well as making the viewer feel a little bit jealous or downrated if they do not belong to a airline as luxurious as this. (emotional responses to feeling self-perception/social position).

Who has made the advert?

"James Bond-style TV advert forms part of a £6m global campaign. Soundtracked by Muse's cover of Nina Simone's Feeling Good, it was created by ad agency RKCR" (1)

Has the advert had a positive or negative effect on the product?

The advert has had 29 negative comments and complaints of sexism and derogatory towards women, but the ASA looked into the matter and dismissed any comments or judgement as they think

"The ASA said the ad was unlikely to be seen as sexist or derogatory towards women or to cause serious or widespread offence."(2).

But the advertisement has made a positive effect for the product as a spokesperson for Virgin Atlantic said,

"The ASA has rightly dismissed these complaints, which probably come from competitors jealous of our fantastic cabin and flight crew," said a spokesman for Virgin Atlantic.
"Our advert has been brilliantly received worldwide and reinforces why so many people want to work for Virgin Atlantic." (2)

3.0: Bibliography:

http://www.youtube.com/watch?v=Hbib-A6NpW8 (11/09/2012)

http://www.virgin-atlantic.com/en/gb/newtvaduk.jsp (11/09/2012)

(1) http://www.guardian.co.uk/media/video/2010/sep/30/virgin-atlantic-ad (11/09/2012)

(2) http://www.guardian.co.uk/media/2009/feb/09/virgin-atlantic-ad-not-sexist-rules-asa (11/09/2012)

http://www.guardian.co.uk/media/2010/oct/01/virgin-atlantic-ad-muse-feeling-good (11/09/2012)

Analysis of a TV Advert - Part 1



1.0: Introduction

In this blogpost, I am going to be analysing the advertisement for Barclaycard. This advert will be analysed using YouTube.com and the name and URL of the video is:

Barclay card advert- waterslide 2008 [HQ]

http://www.youtube.com/watch?v=1WlRcXIO5ik (10/09/2012)

2.0: Questions:

Describe the advert you have chosen

In this advert for Barclaycard, it is first set in a office based scenario, and workers are buzzing around trying to complete errands. Then the camera zooms into a worker (Actor - Robert Wilfort) who is taking off his clothes and walking through the office in just his shorts.

He finds the enternce of a waterslide, in which he enters. The advert shows clips of him riding through the waterslide, which is wrapped around different skyscraper buildings and other metropolitian/city scapes.

As he is travelling through the waterslide, he enters different settings (grocers market, library, subway station) where he purchases items scanning his "Barclaycard" with ease. Then the slide enters his home and a female narration is heard saying, "Contactless technology from Barclaycard. Making payments simpler". And the advert ends with the camera tilting up to the sky with "Barclaycard.co.uk" on the screen.

How long is the advert?

The advert is for 1 minute long.

What is the subject of the advertisement?

The subject of this advertisement is the Barclaycard. It is advertising and promoting how easy it is use the card, although the card is not shown clearly in the advertisement.

Who is the target audience and how do you know this?

The target audience is normal working class adults, caught up in the busy metropolitian life who just want to have fun and relax, but get rid of debt's/chores that need doing or want to make their payments simpler. (self-perception).

I know this because the video is based/focused on adults in a working environment. This shows it is trying to relate to that audience as it will give them a empathetic response of wanting to have fun, and get jobs done easily without stress. The advert also applys audience classification techniques such as psychographics of the audiences' lifestyles and personalitys (demographics), and by including the geodemographics of a particular type of audience (city/modern audience).

What persuasive techniques are used?

The persuasive techniques that were used in the Barclaycard advertisement are the use of a semi-famous actor (appeared in many more films and programs such as a junior role in Harry Potter and Gavin and Stacey). This is a effective technique, as the audience can feel as if they are familiar with them.

This advert also includes the use of gaining the customers' attention by using a humourous/shock factor. The aspect which grasped the audiences' attention is the fact that a worker is taking off his clothes in the working environment and hopping into a waterslide, which runs through and around a whole city. This is breaking the "norms" of a environment and gives a surrealist concept to the advertisement.

The advert also uses techniques of written and verbal language in the advertisements, such as including brand names, key words, slogans, etc. to help promote the product in the advert. The tone of voice used is a female's voice which is clear (accent-free), and has a soft tone, which allows the listener to feel relaxed as well as understand and not feel targeted/left out with the choice of accent.

There is also use of logos, use of product colours (on the waterslide), appropriate and relateable background music which helps the enhancement on advertising the product/service.

Is there a slogan? if so, what is it?

The slogan was, "Making payments simpler". This is a effective slogan as it is simple, to the point and allow the listeners/viewers to understand te concept easily.

The purpose of that slogan allows the viewers to understand the keyword "Payments", which is using the overt messages technique of making the consumer consiously understand what the advertisement is promoting.

Who has made the advert?

"The Water Slide ad was developed at Bartle Bogel Hegarty London by creative director Pete Bradly and creatives Gary McCreadie and Wesley Hawes, agency producer Nerine Soper.

Filming was shot in Rio de Janeiro by director Peter Thwaites via Gorgeous with director of photography Marcelo Durst and producer Anna Hashmi, production designer Tule Peak.

The ad features the 1976 single ‘Let Your Love Flow’ by the Bellamy Brothers." (1)

Has the advert had a positive or negative effect on the product?

The advert had a positive effect on the product it was advertising as it gained many awards for the product, (e.g. 2008 – Winner of UK 2008 Card Awards – Best Innovation and Best Technology Initiative of the Year for Contactless), it raised awareness and innovation for the product in many different companies/arenas such as the Wembley Arena and Greggs the Bakers.

Also the soundtrack used in the advertisement re-entered the UK Singles Chart and peaked at No. 21, due to the resultant popularity.

3.0: Bibliography:

http://www.youtube.com/watch?v=1WlRcXIO5ik (10/09/2012)

(1) http://theinspirationroom.com/daily/2008/barclaycard-water-slide/ (11/09/2012)

http://en.wikipedia.org/wiki/Barclaycard#Barclaycard_products (14/09/2012)

Gathering information/research for advert examples

1st advert: http://www.youtube.com/watch?v=1WlRcXIO5ik (10/09/2012)

Barclay card advert- waterslide 2008 [HQ] 

surrealist concept, no narrative, style "humourous, surreal,", codes and conventions appropriate use of listed,

purpose of advert: only advertises/promotes the service/product, does not mention any information except website.

advert shows normal working class adults, caught up in the busy metropolitian life, just want to have fun and relax, but get rid of debt's/chores that need doing.
with a free flowing slide, shows how easy it is to use the barclaycard.

the techniques used - emotional response "wanting to have fun, release happy side and get jobs done"

the characteristics of the advert is to stamp brand identity and appeal to the lifestyle of all adults. this is shown in the different scenarios included (e.g. grocers market, library)

Add. Information: http://theinspirationroom.com/daily/2008/barclaycard-water-slide/ (11/09/2012)

"A bespectacled office worker, played by British actor Robert Wilfort.
The Water Slide ad was developed at Bartle Bogel Hegarty London by creative director Pete Bradly and creatives Gary McCreadie and Wesley Hawes, agency producer Nerine Soper.

Filming was shot in Rio de Janeiro by director
Peter Thwaites via Gorgeous with director of photography Marcelo Durst and producer Anna Hashmi, production designer Tule Peak.

The ad features the 1976 single ‘Let Your Love Flow’ by the Bellamy Brothers."




2nd advert: http://www.youtube.com/watch?v=Hbib-A6NpW8

Official Virgin Atlantic Advert 2011 - HD 'Your airline's either got it or it hasn't'

surrealist concept, no narrative, style "surreal, attractive, luring", codes and conventions appropriate use of listed, SFX

emotional responses: makes the viewer attracted, wanting to be a passenger of the flight. glamourous dream, high class (social position)

The advert presents the airlines, services offered, represents the crew on board in a glamourous and high standard way. attracts and informs the audience of luxurious life and comfortable flight. use of colours and music relates to the mysterious and sophisticated theme

characteristics: advantages over products (show the high life), the USP is the attractive cabin crew, uniform and services. lifestyl appeal - highclass jetsetters, brand identity - trademarked Virgin red colours, brand, logo and uniforms.

audience classification: rich, jetsetters, business people, cross atlantic customers (London, UK and New York, America) upper class adults.

Add. information:
http://www.virgin-atlantic.com/en/gb/newtvaduk.jsp (11/09/2012)

"Welcome to our first ever global TV advert. Featuring the strap-line 'Your airline's either got it or it hasn't', the campaign takes the viewer on a metaphorical flight with Virgin Atlantic - a surreal and glamorous world of airline iconography and dramatising how it feels to fly with the airline."

http://www.guardian.co.uk/media/video/2010/sep/30/virgin-atlantic-ad (11/09/2012)

"James Bond-style TV advert forms part of a £6m global campaign. Soundtracked by Muse's cover of Nina Simone's Feeling Good, it was created by ad agency RKCR"

http://www.guardian.co.uk/media/2009/feb/09/virgin-atlantic-ad-not-sexist-rules-asa

"The ASA said the ad was unlikely to be seen as sexist or derogatory towards women or to cause serious or widespread offence. The ASA has rightly dismissed these complaints, which probably come from competitors jealous of our fantastic cabin and flight crew," said a spokesman for Virgin Atlantic."
http://www.guardian.co.uk/media/2010/oct/01/virgin-atlantic-ad-muse-feeling-good



3rd advert: http://www.youtube.com/watch?v=DJhOLSTpwpk (11/09/2012)

Confused.com advert - Collect 1,000 Nectar points! 

structure: anti-realist narrative, talking heads, stand alone, basic codes and conventions, basic special effects, cartoony/animation

techniques/characteristics: humour/animation used, shows the viewers reward incentives/stimulants to help gain customers. lifestyle appeal/solution to a problem.

the advert uses animated charaters to appeal to all types of people (targeting adults) to compare insurance quotes. use of colours, brand images/logos.

Add. info:

http://www.marketingweek.co.uk/disciplines/digital/confusedcom-introduces-animated-logo-in-fresh-push/3018087.article

"The new Confused.com ads were created in-house in collaboration with New York animators Hornet."

"according to Nielsen, while Confused.com spent £22.5m."

BTEC Guidelines:
Structures: form, eg realist narrative, anti-realist narrative, animation, documentary, talking heads, stand alone, series; style, eg humorous, surreal, dramatic, parodic; codes and conventions (camera angle, shot, iconography, editing, lighting, sound, music); computer graphics; special effects (SFX)

Techniques: hidden and overt messages; emotional responses or association, eg solution to a problem, fear, concern, compassion, self-perception, social position; celebrity endorsement
Characteristics of products or services: benefits offered; advantages over other similar products; unique selling proposition (USP); lifestyle appeal; brand identity

Regulation: Advertising Standards Authority (ASA); Ofcom

Audience information: audience measurement panels; ratings; face-to-face interviews; focus groups; questionnaires; programme profiles; Broadcasters’ Audience Research Board (BARB); television research agencies

Sources of information: rates cards; advertisers’ information packs; research agency websites

Audience classification: Standard Occupational Classification; psychographics; geodemographics; by age; by gender

Sunday, 16 September 2012

Persuasive techniques used

1.0: Introduction:

In this blog post, I am going to be listing and describing the persuasive techniques used within a media product. I am going to provide some examples of three different advertisements that these techniques have been used in. These adverts will be shown and explained in three future blog posts.

2.0: Persuasive techniques used:

use of famous personality/heroes (celebrity endorsement): The use of celebrity endorsements is an effective technique of persuading and attracting customers to a product or service because it attracts a larger fan base and the use of a celebrity will make the "model" more recognizable.

(reflection) I feel the use of celebrities endorsing a product is an effective method, because fans "idolize" them and wish to be like them, thus using their products or services will make them think that they will achieve their look/status.

illusions of facts and figures: The use of illusions of facts and figures is a effective technique of persuasion for a television advertisement because it helps make the service/product being advertised more "secure/safe" to use, as there are statistics and scientific evidence to help back it up.

(reflection) I feel that although some facts and figures used are rounded up or estimated on a ratio, the use of figures and percentages used within an advert helps the viewer think that effort was taken into making sure the product.service is effective, so they will feel safe and comfortable to use it.

expert witnesses: By using expert witnesses within a television advertisement is a similar approach to using facts and statistics. Including expert witnesses as a persuasive technique helps the product/service seem more reliable and effective to use as experts seem to have more valued opinions on matters, so their comments will be taken into account by the target market.

(reflection) This may be a effective method of persuasion as they have comments from experts to help them secure their queries, but many doubters will still question the product/service as comments can be altered or scripted by the editor and director to help achieve the desired effect and response from the audience.

scientific jargon: The use of scientific jargon is a smart and effective technique because it makes the product/service seem more of a high standard and appealing, but the use of scientific jargon helps "blind" a viewer in different terminology which makes them think that the product/service has had many different types of research looked into, to make it seem more effective/reliable.

(reflection) I feel the use of scientific jargon can also confuse a customer by not understanding the full facts of the product, so it may put them off from purchasing or even giving attention to the advertisement.

conscience: (emotional blackmail, lifestyle) The use of playing on a viewers conscience is a effective method of a persuasive strategy because it questions the lifestyle or thoughts of the target market. It usually makes the customer feel guilty or belittled so the customer would feel pressured into purchasing the product or using the service.

(reflection) I feel the strategy of conscience is a sly one as the customer does not mentally realize that by being pressured by the message shown by the advert, it is making the customer conform to the norms of society or trends, which would be unfair and a deceiving way of achieving sales.

advantageous promises: (freebies, coupons, incentives) Another effective use of attracting attention from the target audience is the use of advantageous promises. These are promises such as freebies, reward incentives, discounts, coupons, etc.

It is a effective method because everybody likes free/discounted items, especially within a time of recession. So by making products/services cheaper in sales or bundle packages, it will attract more customers thinking that they are getting more for their value in money.

gaining attention: (shock, humour, surprise) An easy way of gaining the attention of customer is to create a media product that will shock or release energy/feelings towards a customer. This can be techniques such as surprising a audience, or making them laugh with humour. These are more effective because it will gain a reaction from the audience more, thus making sure that they remember the advertisement.

(reflection) I feel that this is the basic cornerstone on persuasive techniques because the main purpose of an advert is to get the customers attention and to make sure they remember it, so it is a influential technique and should be applied in almost every advert.

genre: The type of genre that an advert is categorized in is also a use of persuasive techniques because it helps a customer, who have different tastes, to feel as if the message is portraying to them. For example, a horror genre advert would be more appealing to audiences who like a scare, by comedy/humourous adverts will be more attractive to audience who want a laugh.

(reflection) I feel that genre is a tricky persuasive technique because it really depends on who your target audience is and what time of the year or what ideas/fashions are trending and how you want your product/service to be portrayed.

alliteration and onomatopoeia: By using grammar techniques such as alliteration and onomatopoeia will help to persuade customer on purchasing or consuming a brand's product/services because they are effective methods of language which will help to stick within a customer's conscience.

(reflection) I feel the use of alliteration and onomatopoeia is a effective strategy as they are more memorable rather than normal speech as it has a element which will help to stick in someones mind.

language: (brand names, key words, slogans, captions) The use of language which is used within a television advertisement is a persuasive technique because it helps to promote the brand/product/service and it is the method of communication which helps to convey the message from the sender (brand/company) to the receiver (audience).

(reflection) Language is another key element in persuasive techniques because this is the medium of communication that is the pinnacle point to achieve attention from the desired audience. Although the language may not be spoken, written/visual formats of language also depends on the message you are trying to portray.

jingles, music and sound devices: The use of jingles, music and sound devices help to make and advertisement more appealing and help persuade customers to watch it because it uses the attraction of sound to help grasp the customers attention. Also, by including music/jingles, it helps to set the mood of the media product and the type of message the brand wishes to portray.

(reflection) I feel that using jingles and slogans also make it easier to remember a product/service as it will keep repeating in our mind.

logos, product design and brand colours: (house style) By including the company logo's, brand colours, house style designs, etc within a advertisement is a effective strategy to use, as it helps the viewer know and realize the brand/company behind the product/service. It is also helps companies which have created advertisements before to help the viewer recognize the company.

(reflection) Creating house style elements is a important element in persuasive techniques as it helps to establish a character for the company, which will help remind customers of the brand and the products or services they sell.

characters, mascots, caricatures:The purpose of the technique of using characters, mascots or caricatures within a advertisement is to help have a type of "entity" to help make the company have like a representative to speak for the brand.

(reflection) I feel that this is a effective technique as it helps to portray the message that the product/service is giving, and it creates a "spokesperson" on behalf of the company.

attractive people: the persuasive technique of using attractive people within a advertisement is a effective in gaining customers for a product/service because the viewers are attracted in the people, which grabs their attention, and the message conveyed in the advertisement is picked up consciously.

(reflection) Although this persuasive technique is a oppressive and vain way of promoting a advert/company (in relation to Laura Mulvey's "Male Gaze" theory) it is effective as peoples attention turns instantly towards attractive people as opposed to a standard looking person talking to you about the company/product/service.

repetition of product name:The technique of using repetition of the product name is to help establish the name in the target market's mind, so they will not forget the product, and they will be able to recognize it if the see the product anywhere else.

(reflection) This is a effective method of persuasive techniques as the name/song will constantly play in the customers' mind and they will be constantly reminded of the advert. This boosts memory retention rates for the customers about the advert.

tone of voice and accents:The tone of voice and accents used within a advertisement is also a strategy which makes a difference towards the target market because it helps set the mood and enhances the message that is trying to be portrayed. E.g. a soothing deep voice helps the customer to relax, and a high fast voice makes the advertisement seem rushed or humourous.

(reflection) The use of voice and accents again is effective as it helps the audience remember and be informed of the advert using auditory sounds as well as visual content. This helps grab the attention as more senses are used to help remember the advert.

use of children/animals:The use of children/animals in an advertisement is a effective persuasive technique because it makes the audience get in touch with their maternal instincts. This is because the brand knows that it will pull on their heartstrings and make them feel "broody".

(reflection) I feel this is a really effective method of reaching out to customers as they all have younger family members, friends or pets that they have a emotional connection with, so using their maternal/broody instincts, it will allow them to engage with the advert more.

4.0: Bibliography:

http://www.edexcel.com/migrationdocuments/BTEC%20Nationals%20from%202010/Unit_30_Advertisement_Production_for_Television.pdf (15/09/2012)

Thursday, 13 September 2012

Styles and strategies included in a TV advertisement

1.0: Introduction:

In this blog post, I am going to explain the different styles included within a TV advertisement and I am going to provide some examples and analysis to help back it up.

2.0: Example of strategies:

Ideal social groups: Ideal social groups is a strategy which helps create a ideology in the minds of consumers, which is that is you buy/use the product/service being advertised, you will be part of a perfect social group. Examples of a social group are ideal children/siblings, ideal couples (male and female), ideal friend groups (equal amount of men and women), etc.

(reflection) My reflection on the strategy of ideal social groups is that it is a powerful and king of unfair way of advertising because it creates class inequality in terms of capitalism (sociology) and it creates oppression by stigmatizing peers in not having the latest products/brands/services.

Amazing products/services: By showing that the product/service (that the advert is based on) is amazing and works efficiently is so customers would be more persuaded to purchase it. For example, a hair dye is shown to show how easily is can be used and the "fantastic, salon-perfect results" that are achieved.

(reflection) I think this a really effective strategy on getting customers to buy the product as it shows how the product achieves their desired look/function and it helps to ensure that they show the consumers that this is the product/service they should go for as opposed to their competitors.

Emotional response: emotional response help get in touch with the audience on a empathetic sense. By making the audience drawn into the advert using emotions, they are allowing you to embrace within the ambience/message that is being portrayed.

(reflection) This is a good way of strategically engaging with the customer as it relates to them using the emotional response by pulling on their heart strings. It allows you to connect with the customer in a individual sense and make them feel special, instead of reaching out for their money.

Music: Music is a effective way of setting the mood within a advertisement because it help to portray the message using sounds, jingles, music tracks, etc. A slow paced song sets the mood of relaxing or sadness, whereas a fast paced son will help make the advert energetic. A jingle may be used to help the customers remember the company. The jingles are usually short and very catchy so it has a higher remembering rate in the mind.

(reflection) This is a good way of engaging with the audience using their auditory senses as it will be a good and addictive way of remembering the company slogan/single.

Selective editing: Selective editing is a strategy used by advertisement creators to edit the footage filmed according to the message they wish to portray. They usually use clips that show the product in it's best form. This is to show the audience how well the product works.

(reflection) The strategy of selective editing is a effective one because it allows the customers to see the product/service in it's best form, which will get a higher chance of customers being more persuaded to purchase it.

Celebrity endorsement: The use of celebrity endorsements is an effective technique of persuading and attracting customers to a product or service because it attracts a larger fan base and the use of a celebrity will make the "model" more recognizable.

(reflection)  I think celebrity endorsement is an effective method, because fans "idolize" them and wish to be like them, thus using their products or services will make them think that they will achieve their look/status.

3.0: Styles:

The style of an advert is what method or emotions it uses to help portray the story/facts behind a brand's product or services. The style of a advert is almost like the genre of it. It helps to categorize what techniques a advert uses to help give out the message and catch a audience's attention.


humorous: A humourous advert engages with the audience by making them laugh and portrays the message of the product or service using comedic effects.

(reflection) The humourous style of adverts are the kind which always get a higher memory retention rate as people enjoy joyful and light-hearted content. So this style of adverts are really effective in engaging with the audience as they have a higher chance of remembering the brand by relating to the joke.

surreal: A surreal advert uses mainly special effects and CGI (computer generated images) to create a dream like or fantasy advert. These adverts are beyond ordinary and are stretched to the imagination of the creator. the themes or stories used in these types of adverts are not based on real life.

(reflection) Surreal adverts help to engage with the audience by making them realize unimaginable and dream like contents to help them express their emotions, so i think this is a effective style as it allows them to see in vision, contexts that they may think of using dream sequences.

dramatic: A dramatic advert is based on more a serious note and uses real life settings or situations to help promote a product or service. These messages are shown to the audience to help resolve a issue or they can relate to the situation being shown.

(reflection) As dramatic styles help to release a more serious message, I feel this is a good way of informing the audience on serious situations and expressing the importance of a message.

parodic: A parodic style advert is when a product or service imitates a existing situation to help promote the product. This can also be related to "intertexuality", which means when a media product uses themes which relate to existing products (e.g. films).

(reflection) I think parodic adverts are not as effective as the other styles as it just imitates and ridicules situations/content. So the advert is not as effective to me personally as I feel they are not original and as effective to help me remember the advert.

3.0: Bibliography:

http://www.edexcel.com/migrationdocuments/BTEC%20Nationals%20from%202010/Unit_30_Advertisement_Production_for_Television.pdf (13/09/2012)

http://www.createhavoc.org/louisclark/Louis_Clark/Advertisement_Production_for_Television/Entries/2010/2/26_Structures_&_Techniques.html (13/09/2012)

Wednesday, 12 September 2012

Structures of TV Advertisements

1.0: Introduction:

In this blogpost, I am going to be explaining and reflecting the structures used in television adverts. I will also provide examples of each type of advert.

Some of these advertisements may have one or more structures within the advert which makes the "hybrid" or mixed adverts.

2.0: Structures:

The structure of an advert is based on the type of advert it is. This means what methods it uses to help present and promote a brands service or products.

narrative: narrative structures are adverts which contain a story to help promote the product or service. It also goes in chronological or linear order, which means that the story flows through an order. It usually has a start, middle and ending.

One example of a narrative structure is a Sky advert which presents its products and service in a fairytale story. This is a narrative style advertisement because it promotes the services/products of the advert using a story. (including a beginning, middle and end).

(reflection) I feel the advert promotes the product better using the narrative structure well because it has a start, middle and end to take the audience through a journey or story to endorse their service.

http://www.youtube.com/watch?v=LHrWj5l0ym0

non-linear: a non-linear advert is similar to a narrative advert (it contains a story), but the order of the story is distorted and it does not go in order. These kind of adverts usually include effects such as flash-backs and reverse narrative.

One example of a non-linear advert is the "wear a seat belt!" advert. This is classed as a non-linear advert because it is shown in a reverse order to help show the consequences and choices of what could happen if you choose not to wear a seat belt.

(reflection) I think this advert is very successful in the structure that it has used as it helps to portray the message in different circumstances to help raise awareness for the viewers on their choices.

http://www.youtube.com/watch?v=Xx6v9CNcQ04&feature=related

realist: realist narrative adverts are adverts which base facts and concerns of everyday life or society within the media product. It makes the adverts seem relatable and persuades the target audience to purchase or use their products or services by making them feel and think that we need the product/service.

This structure of advert has a distinguishable feature which originally shows a problem at the start, and the product/service would offer a solution. One example is a Calgon advert. This is a realist advert because it uses a real life situation and it shows the problem of a washing machine broken down, and it resolves the problem by using the product.

(reflection) This advert is successful in the appropriate use of its realist structure because it helps to advertise the product in a real life situation and how it can help the consumer in their daily lifestyle. It shows how useful the purpose of the product is.

http://www.youtube.com/watch?v=xRc1FgKGJFE 

anti-realist: anti-realist adverts are adverts which are based on fantasy ideology. They use ideas taken from dreams/nightmares and promote a brand's product/services in methods which are creative/not normal. most of these adverts are usually based and created using special effects or CGI (Computer Generated Images).

One example of a anti-realist advert is the new Toyota Yaris Hybrid advertise. This is a a good example as it uses ordinary traffic equipment (e.g. traffic lights, parking meters, etc) to turn them into beings and sing songs. This would not happen in normal circumstances and would be classed as anti-realist.

(reflection) I think this advert is a really good example of a anti-realist advert, as it promotes the product in a surreal context, which is very effective to help customers remember the product when they hear the song, or props associated within this media product.

http://www.youtube.com/watch?v=JY_20hOXTrc

animation: animated advertisements are adverts which are cartoony or animated. These adverts use animation to help promote a product/service.

A good example of a animated advert is the Hotels.com advert. This uses the choice of using animation to present it's services/products as there are no boundaries and it is limitless to the imagination to help present the advert using animation.

(reflection) I think this advert is a efficient way of promoting the service of the website, as it appeals to all ages, manages to use different settings and contexts, without the use of traveling/researching/props etc. and it allows the company to make up contexts which would appeal to the target market using illustrative graphics.

http://www.youtube.com/watch?v=lsf0y4mVipo

documentary: A documentary advertisement is a type of advert which presents the product/service in a real life situation, and presenting opinions from real customers using interview techniques.

An example of a documentary style advertisement is from Cancer Research UK. This advert presents patients who have used the service provided by the company and have given feed back to help promote the company to other customers.

(reflection) I think this structure was a successful method of approaching the target audience to the service as it shows real people who have benefited from the service to give their thoughts to persuade target consumers to the company.

https://www.youtube.com/watch?v=tdp2updcNIw&feature=relmfu

http://www.marketingmagazine.co.uk/news/918326/Cancer-Research-UK-TV-ad-features-patients-documentary-style-ads/

talking heads: The difference between a talking head style advert and a documentary advert is that the documentary is based in a real life situation, whereas a talking head advertisement is staged and is presented by a worker/customer in their working environment. It also contains the feature that the presenter is directly addressing/communicating to the viewer.

An example of a talking head advertisement is the Capital FM advertisement which presents a range of popular singers, talking into the camera/to the audience about the Capital FM radio station. This is a talking heads advertisement because it is just a series of celebrities talking to the viewers. This strategy can also be classed as a "Celebrity endorsed" advertisement.

(reflection) I think the structure of talking head was appropriate in this advert as it allows the celebrities to endorse to the audience directly to make the audience feel special and to allow them to feel addressed and invited to the service.

https://www.youtube.com/watch?v=lrOHXL4e24w


Celebrity endorsed: A celebrity endorsed advertisement is when a company uses well known celebrities to help promote their advert. This is because they will have a large fanbase, who idolize them. So whatever products/services that the celebrity will use, the company knows it will grab the attention of a large target audience and they will want to purchase/use the product.

An example of this style of advertisement is the advertisement for Coco Chanel's perfume "Mademoiselle". This advertisement uses Keira Knightly to promote the advert as she is a well-known celebrity and has a flawless appearence, which a lot of fans wish to look like. So this advert shows, if you use this product, you will get the same results.

(reflection) I feel the structure of getting a celebrity to endorse your product or service is a effective advertisement strategy because celebrities are like idols or role models within society, so if your audience see's their icon using a product/service, the audience will too. This advert does that well in endorsing Keira Knightly to promote the perfume.

https://www.youtube.com/watch?v=TiO2o1NChAU

series: A series style advertisement is a collection of adverts from a brand which promote their services/products using a story and stretching it out through a series of adverts. The adverts usually have a story and carry on the information through future advertisements, like a drama or soap style programme.

An example of a series style advertisement is the Daz "soap" style advertisements. This is classed in the series style because it includes cliffhangers/unfinished endings and continues the story through future adverts.

(reflection) I feel a series advert is a really good way of promoting a company product/service as it engages the customer in a story, in which they will be eager to find out what is next or the effects of the product. So if you  use a series structure, you will maintain customer awareness and attention, which should hopefully secure customer retention in the use of the company's products/services.

https://www.youtube.com/watch?v=TUYyv7OZ_cM


stand alone: A stand alone advertisement is the opposite of a series style. This means it is just a single advertisement which may contain a story and promote the brand's services/products through that.

An example of a stand alone advertisement is the Carex handwash advert which presents a story within one advertisement and does not continue using other advertisements.

(reflection) I feel this stand alone advert was successful because it informed the customers appropriately on the information of  the product and promoted it appealingly to the target audience.

https://www.youtube.com/watch?v=g49FgjQzCLo

Tuesday, 11 September 2012

History of TV adverts

Introduction:
In this blogpost, I am going to show the first every TV advert in the US and UK. I am going to compare them to current adverts that are available now that present similar products/services and see how the techniques and structures used have changed.

US advert:

OLD

"The first television advertisement was broadcast in the United States at 2:29 p.m. on July 1, 1941. NBC affiliate WNBT aired this 10 second spot before a baseball game between the Brooklyn Dodgers and Philadelphia Phillies, displaying a Bulova watch over a map of the U.S., with a voice-over of the company's slogan "America runs on Bulova time!"

The Bulova commercial was the world's first legal television commercial and cost the Bulova Watch Company a whopping $9.00 USD" (1)

This advert does not contain any advertising techniques or structures (e.g. colour, music, themes, etc). To help promote the company, it presents a basic satellite image of North America and the old Bulova logo, which it a outline of a clock. There is also a voiceover which says the company slogan "America runs on Bulova time!". This slogan is a metaphor, explaining that America uses the product to help run and control things.

As the technology and graphics were not so advanced at the time, I feel this advert was still and effective advert for the time period as it informed the audience on the product, the logo, the slogan, where the company is based/established.


(1)http://www.youtube.com/watch?v=8JenAyMmZ68

NEW

"Citizen Eco-Drive, famous for solar powered watches, is launching its Christmas ad campaign during X Factor live tomorrow night (Saturday November 13).

The TV campaign, which will showcase for 6 weeks in the run-up to Christmas, features a series of 30 second adverts with key sports stars (Eli Manning) and a voiceover which announces the brand's core values as "power, precision and artistry."

The ad highlights the “unstoppable” power of Citizen Eco-Drive watches, which are fuelled by light and so never need batteries." (2)

This advert presents similar products/services to America's first TV advert, but thanks to the technology and media techniques, the quality of the advertisement has evolved immensly over the past 70 years.

The techniques that have been used within this advertisement are celebrity endorsement, special effects and CGI, backing music, colours, camera angles and shots, logo, branding, iconography, etc. All of these effects and techniques have helped advance the quality and effectiveness of the advertisement, which is to help attract and persuade the audience.

The updated Bulova advert is much more effective because as time progessed, so did technology. This made it easier to include attractive elements such as colours, graphics, motion, sound, etc to help enhance the message to the appropriate target audience.



http://www.youtube.com/watch?v=CG_SCIMsJHg&feature=relmfu

(2)http://www.time2.co.uk/blog/citizen-eco-drive-to-launch-ad-campaign-during-x-factor/


UK advert:
OLD
Advertising history was made at 9.01pm on 22 September 1955, when Britain's first television commercial squeezed on to the air. Made by AB-Pathe, it was a 70-second ad for Gibbs SR Toothpaste. (3)

Because this advert was released a few years after the first advert in America, the quality and techniques of the advertisement has evolved more, as this advert includes features such as music, narrative voice overs, statistical facts/charts, information of the products ingredients, a slogan and catchphrase, product ideology (ice, tingly fresh) and product iconography (toothbrushes, toothpaste, teeth).

The slogan that is used within  this advert for the company Gibbs is "the tingling fresh toothpaste for teeth and gums!". This is a effective slogan as it uses onomatopoeia and alliteration to help promote the company and its product.

The advert for Gibbs SR Toothpaste is effective as it includes elements usch as sound, motion, props, camera shots, etc. It portrays the message of the product better as it has more advertising techniques to help to promote the product in a more effective way.
NEW

Another difference between this new advert and Britain's first advert is that it is much more shorter (old = 1min 10 secs, new = 10 secs). This shows that adverts have reduce their advertising slot time as it is more expensive and the attention rate of the audience has reduced significantly.

This advert does not bore the consumers with facts, stories and details, it uses the advertising techniques of special effects to present facts/stats on what the product covers, and there is a overhead narration which just uses verbal advertising techniques to display empathetic reactions to the audience. the voice-over says "we take care of all these things to make sure we take care of the most important thing. You. Colgate Total, the number 1 toothpaste brand used by dentists". The slogan of the product is also very reliable as it allows the customer to think that this is the most safest and effective product, as it is used by specialists.

The updated toothpaste advert is much more effective because as time progessed, so did technology. This made it easier to include attractive elements such as colours, graphics, motion, sound, etc to help enhance the message to the appropriate target audience.


http://www.youtube.com/watch?v=3E7q6S_BH94