Introduction to television advertisement
As part of my course my project is to create an advert, however before I do that I need to research about the different types of structures that adverts use so I can use the right structure for the product I wish to advertise. The different structures are:
- Narrative Advert
- Non-linear Narrative Advert
- Realist Advert
- Anti-realist Advert
- Animation
- Documentary
- Talking heads
- Standalone series
Narrative advert
This is an advert which has a story line to it with a beginning, middle and end. This form of advertisement interacts the target market into watching the full advert. This way the business can engage the audience into the product.
Twix
The story is based on how the business created two different bars in one packet. This story has a beginning, middle and end which means it is structured as a real story. This story is very catching, the business has used the whole idea of the background of the two bars, and this will attract the audience to carry on watching the whole advert and end up buying the product. This whole advert is being narrated by someone. The effects the company have used are to make it downgraded to show you its going back in time; this is also shown by the garments that everyone wears. The advert ends with "Try both and pick a side" this ending allows the business to say to the consumer if you eat one you have to eat the other one. These adverts are usually long, this one is 1.08min.
Renault 4+ TV Advert Four Year Package
This advert has used the narrative structure quite nicely, the advert starts of by showing a teenager that has a Renault car, then they start showing his journey through life, passing collage, graduating, finding himself a girl, getting married, buying a house and having a child. With all these events happening and as the teenager has grown up they still show the same car he had at the beginning, this was quite good because as well as the company are trying to sell the car their also selling the service they provide with it Renault's 4+ year warranty, roadside cover, servicing and finance package. It shows how the car has helped them through the journey of life and that there was no problem or need to change the car. “A lot can happen in 4years but no matter where life takes you we’ll be there” is the last quote mentioned near the end wish goes alongside the service they are providing and the advert itself. However has the advert get closer to the end and part of the journey the couple have got a child the car has been changed to a bigger and more spaced car so that it can help the couple through a new journey with their child. Renault has done this in order to show the viewers that they have a range of cars which are made for different purpose so they should be able to find a car right for them. It allows the company to persuade the viewer to look into the Renault cars but also the 4year+ package which will also be very beneficial for the customer. Also showing the car only change at the end allows the business to show the viewers that for 4years as time went on the car was always with the couple due to the help of their new package. The advert being narrative makes it very clear to the audience on what is happening in the video and makes it clear and straight to the point about the service they company will be providing. The advert has used special effects in order to make the advert flow nicely together with short and quick shots to keep the viewer engaged with the advert, also the use of camera shots where quite opened showing very different environment and situation properly with detail. The advert is 1.21 which is quite short for a company to advertise so much, but I think the business has done it nicely with a clear beginning, middle and end. This advert use non Digestic sounds because there is music playing in the throughout the whole advert and also the last part of the advert were a man has done a voice over about what the package includes. The song played in the background of the advert is by hotly-tipped and London band Trailer Trash Tracys. Wish You Were Red is from their new album Ester.
End
Non-linear narratives advert
These types of adverts are similar to narrative adverts as it still has a story line; the only difference is that it doesn’t have a beginning, middle and the end in a logical order. It might go backwards starting at the end and slowly go to the beginning.
Guinness evolution advert
An example of a non linear narrative advert is the 'Guinness evolution' advert, in which a group of men first start of at a normal bar drinking a glass of Guinness. These men then after start travelling back in time from to the beginning of cavemen. The reason for showing this is that the slogan of Guinness, which is “Good things come to those who wait". This means that the slogan and video go well together and are relevant; it shows they have waited the whole of evolution to taste this drink. Also they have showed this because it take about two minutes for this drink to pour, so if you want this drink you will need to wait.
Realist advert
Cheryl Cole L'Oreal Paris
This advert is 30seconds long, its goes straight to the point the problem and then the solution the benefit of this is that it doesn’t make the viewer think about what the actual product is, as soon as the advert start you can tell what its going to be about so if the target market has this problem they will be looking at solution. Another thing that will engage the audience to watch the whole advert is that Cheryl Cole is using this product. Fans and the young generation will want to be like her so they will be driven closer to buying this product. This advert also ends with their slogan "Because I'm worth it". The advert has diegetic and non diegetic sounds which means that they’ve got music in the background but also the model Cheryl Cole is talking about the product. To show the model in more detail as well as the product, the company has used a wide range of different angles so customers can see how this product will look on them from all angles. Also we need to understand that endorsement is used because people in other words potential customers want to look like someone who gets a lot of attention and compliments due to her looks.
Apple Siri
Celebrity endorsement adverts have been proven to push sales up for almost every organisation who has used them, it has been a positive sign for companies in hard times to increase sales by attracting existing customers as well as new customers.
This is a short clip which I found which gave me more information about why and how companies will find the right person to advertise their certain product, yeah having a hot model will attract people to watch your advert but if I doesn’t suit the product their selling then it doesn’t matter because the company won’t be able to increase sales, in fact they will be making a loss due to the cost of the model they used. This clip gives a few example of how much endorsement will cost a business and also whether all types of endorsement work or not.
Animations
These types of adverts will be used to attract kids and normally used a toys and products aimed at kids, the reason for this is that it is projected more like a cartoon and something a child would want, this way the target audience can ask the parents or guidance to buy this product.
Dairy Milk
This advert is 1minutes and 31seconds long. At the starting of this advert you can’t exactly tell what the advert is going to be about till the end when the product is revealed. This is an animated advert because it is all fake; nothing in the advert is real. They have used a lot of different camera angels from close up to extreme close up etc. This advert is quite catchy and will stay and easily remembered by viewers so when they’re going to buy this product or look for a similar product they will remember the advert and hopefully buy the Cadbury dairy milk chocolate, also kids would want to buy this product and will keep asking parents to buy them this product because it’s an advert which has attracted kids into the product.
Anti-realist advert
Anti realist advert is an opposite of a realist advert. These types of adverts are mainly fantasy and often a lot of animations and special effects which means what ever they show would never happen reality. The business will use this to over exaggerate what can happen to get the viewer engaged into the advert and persuaded to buy it.
Lynx
The lynx advert does exactly that, they use angels to exaggerate what can happen. It is a classic anti-realist advert which is recognised by many people due to the help of the exaggeration used and the special effects. The way the business has done this is by showing a guy spray his body with this deodorant and angels felling out the sky due to this amazing unique smell. Everyone knows that this can’t really happen which is the reason why viewers get engaged in the advert. The use of a male using this product shows who they are targeting and ask guys like to attract as many girls as they can, they will be able to get a girl who’s fell from heaven. The advert starts of by showing a nice setting then slowly moves to the sky and shows girls falling from the sky and slowly walking towards the same area where the guy is located as everyone is shocked to see them. This is what will attract the guys to buy the product that they will be able to find a girl that everyone get jealous of. The advert ends with, ‘new Lynx excite EVEN ANGELS WILL FALL’ which is relevant for the actual advert.
Documentary Advert
These are adverts that include interviews and facts. It’s using a more persuasive technique to attract the customer. Normally these types of adverts will advertise a service more then an actual product.
ASDA
This advert shown above is for ASDA life insurance, it’s a service which they are trying to advertise. This advert is simple, it’s a women talking about what they can gain from it. This advert is aimed at 50’s and over because this is what the service they advertise is for. The advert ends with the slogan ‘Every little helps’ which is recognised by many people and they also use £30 free when you sign up which will attract customers to gain customers.
Talking heads
Talking heads are a form of advertisement where an interview appears to be taking place. As the audience we imagine that that company is interviewing 'real' people, as opposed to actors, this makes us believe that the answer or reaction of the person on screen must also be real, making the company and the company product seem more trustworthy.
An example of this is the Colgate advert
Colgate Sensitive Pro-Relief 2010
This advert has used facts to prove as well as interview and show the test in practise that their product actually works and will benefit us as the audience the same way it benefited the candidate. The advert is one minute long, to get the audience attention in uses keywords such as sensitive which clearly shows what this toothpaste affects on top of that they show a test to prove to the audience that this product actually works and reduces sensitivity.
Stand alone series
Stand alone series will show an advert for a certain amount of time, for example three months then won’t show that same advert again, however they will launch another advert which will link back to the told one. This is similar to normal series where once the episode is watched it won’t come back on TV. There are two examples, one the BT adverts and two go compare. An advert that is part of a series has a constantly developing story. These adverts will usually have a main character and additional characters to make the advert use the structure of standalone series. The advert which i will be talking about is the series of the wedding between Adam and Jane. The advert is based on Jane asking for help with her wedding preparations, from the songs their going to dance to and also the wedding gown. The adverts are usually 1 minute and 5 seconds long for each advert.
BT series advert
This advert has been targeted more on couples, this is shown by the theme the company has used, and the wedding theme will engage the audience because as it is a series advert they would want to keep watching BT stand alone series. This advert starts of with Jane the character in this series looking for a wedding dress but she quite confused about which one to choose and asks the audience (viewers) for help, then the screen changes at tell the audience something to do, this will change according to what is happening in their advert, for this advert it is ‘help Jane pick her wedding dress?’
The advert has used a storyline to attract the target audience to watch their adverts as they have a close line and everything from the advert before links. The business also has a good colourful logo which is a bounces to their advert. They have also gained attention by the products they show in this advert, for this particular advert the wedding dresses are shown top to bottom which women will look at and complement.
The use of camera angles did a spectacular job, the close ups and media and longs shots showed how good the wedding dresses are and make women thing about which ne actually suits the character. Also at the end their advert was a Facebook link where viewers can put their opinion about what they think is better. It gives the audience a chance to interact with the advert and move along with the series. The next part of this advert was
This link is the next part to TV adverts of BT series
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