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.
(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)
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