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
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
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/
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
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
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
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
4.0: Bibliography:
http://www.edexcel.com/migrationdocuments/BTEC%20Nationals%20from%202010/Unit_30_Advertisement_Production_for_Television.pdf (17/09/2012)
http://www.createhavoc.org/louisclark/Louis_Clark/Advertisement_Production_for_Television/Entries/2010/2/26_Structures_&_Techniques.html (17/09/2012)
http://www.edexcel.com/migrationdocuments/BTEC%20Nationals%20from%202010/Unit_30_Advertisement_Production_for_Television.pdf (17/09/2012)
http://www.createhavoc.org/louisclark/Louis_Clark/Advertisement_Production_for_Television/Entries/2010/2/26_Structures_&_Techniques.html (17/09/2012)
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