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
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