UNIT 30 - Advertisement STYLES

ADVERTISEMENT STRUCTURE : Humor

PRODUCT: Extra Chewing Gum ad

AUDIENCE: Primarily men, then women, any race, age: 19-25

SC: A1-E (all)

In this advert, which is advertising the chewing gum ‘Extra’, it starts off with an attractive man who has brought an attractive woman home, most likely from a date. The advert then shows an animation of a talking pizza that is trying to seduce the man into eating it. The man is resisting from the pizza indicating that he doesn’t want bad breath in front of his “date”. He takes a pack of Extra gum out and has one. The pizza box closes shutting the seducing pizza in, the man then goes to sit with his date and Is smiling. This is a very funny way of getting the message across that by having this brand of chewing gum you can kick out all the smells of food such as (in this advert) pizza etc. hence why it is a humorous advert.

The man is seen and represented trying to impress the woman, as he does not want to have bad breath. It has a very stereotypical effect, as usually men are usually the ones who try to impress women. This reaches out to men as most men (not all) would want to be seen as attractive to their partner. This advert brings a stereotypical image as it relates to the idea of men wanting the figure that is a woman.

The advert is effective however as seeing a pizza trying to seduce a man and the man having to tell the pizza to stop and go away is not something the usual advert has so this would make the advert in effect very unique and very memorable. By making the advert humorous it engages the audience and also makes them want to buy the chewing gum as two attractive people were used within it. People would see the gum advert and realise that having bad breath is a really negative thing henceforth they will most likely or probably go and start buying more of it.

ADVERTISEMENT STRUCTURE:  Surreal

PRODUCT: Oasis (rubberduckzilla)

AUDIENCE:  Both genders, any race, age: 13-19

SC: C1-E

In this surreal advert we see two Korean girls who are friends who are drinking the drink Oasis and smiling showing that Oasis makes them happy. They are also reading a comic about a rubber duck who hates water. One of the girls dad then walks in angry saying “the only thing we drink in this house is water” as he takes the drink and says “there are no such thing as giant rubber ducks who hate water” as he says that giant rubber duck is seen at the window of the girls house and the girls shout “rubberduckzilla!”. The giant duck then causes destruction everywhere and helps out the two girls who are drinking Oasis and they are away from the angered father. This advert was very unique and memorable when first released onto TV’s as it was seen as weird but interesting.

By having a Korean styled advert in the UK it isn’t going to be like any other adverts which are showed therefore it will be remembered and anyone who sees a bottle of Oasis will remember the advert and it will make them more likely to buy it. By using a range of colors within this advert it makes it attractive to its target audience who are mostly teenagers. If the advert has used dull colors to represent its drink then it wouldn’t look very attractive and then wouldn’t get lot of attention. Also the people used in the advert have a variety of emotions and whenever they drink the Oasis drink they are smiling and full of energy, showing that by buying this drink it will make you a much happier person.

ADVERTISEMENT STRUCTURE: Parody

PRODUCT:  iPhone 6 parody (taller version)

AUDIENCE:  Primarily male, then female any race, age: 16-22

In this parody advert of the iPhone 6 we see some men replicating Apples advert design of having a white background with soft gentle dialogue talking about new software being introduced just like Apple do. However these people have added their own touch and have mocked apple for their well known factor of increasing sizes of their phone every year and have over exaggerated that and introduced a new phone which stands at 4ft tall.  In the advert it shows different people utilising the product in a sarcastic manner where the dialogue in the background is explaining the uses of the phone.

People who use apple will be able to recognise the effect of this advert, as they will be able to tell that the advert is a parody of the original. Other factors such as the fade editing, lighting, sound and music has been copied from the apple producers and have been put into this, so the parody advert does not want to be too different from the original as they want people to identify what they have cleverly done. It also adds humor to it as most parodies have this effect.

ADVERTISEMENT STRUCTURE:  Dramatic

MESSAGE: It can wait, don’t text and drive

AUDIENCE: Both genders, any race, any age

SC: All

In this dramatic advert we see a variety of people going through their day-to-day business and what they are doing. The camera shows two drivers in separate cars also going about their day-to-day business. The advert switches camera to show that all these people are living their lives simultaneously with each other. To me this shows the resemblance of life and that it is forever moving on. I can back this up by saying that the advert has a variety of people differing from race to age and sex. This again shows that it appeals to every single individual. The advert then goes back to the mother with her daughter talking to her about a picture she took earlier on. It then shows a man who is focusing on the road and the road only. The mother loses focus of the road and collides with the oncoming vehicle, which has the man inside. The car crash is very detailed and dramatic as well as realistic.

The crash has everyone’s reaction as his or her lives have been affected due to this crash. The crash is then reversed backwards in slow motion which shows the little girl inside about to scream as she realises what’s about to happen/ happened already. At first the crash came out of nowhere so the audience had no idea what had caused it, however as the crash is reversed backwards it shows the cause of it as the mother was looking down at a photo she took earlier of her daughter. The advert ends saying, “no post is worth a life, no glance is worth a life, no email is worth a life, no search is worth a life, and no text is worth a life".

The message and aim of the dramatic advert is to make viewers aware of their surroundings and not get distracted by things such as texts, emails or anything that will make us lose focus of the road. They give us an example of what could happen which people would see and be moved by as the images shows were quite disturbing.

UNIT 30 - Advertisement FORMS

ADVERTISEMENT STRUCTURE:  Realist

SERVICE: PPI advice line

AUDIENCE: Both genders, all races, ages: 20

SC: B1-C2

In this advertisement for miss sold payment protection insurance the approach is very informative as it is a serious matter. These adverts give the audience help lines to call or addresses to contact for further advice to find out if you’re legible for the money. This advert aims to inform the viewers hence why it doesn’t have any real effects or that much use of color to it. They use a woman who is formally dressed with a green screen behind her explaining how the service can help you.

The insurance is giving us information so that viewers know where to go for support if they find themselves in a situation under this.  This advert is a realist advert so it would be straight to the point and wouldn’t spend that much money on a massive advert as the message they’re trying to get across is straight forward and of a serious matter.

ADVERTISEMENT STRUCTURE:  Anti-realist

PRODUCT: Dairy milk chocolate

AUDIENCE: Both genders, any race, age: 14+

SC: C1-E

In this advert for Dairy Milk Chocolate. It starts off with a purple background to resemble the classic product, it then pans to a an extreme close up of a gorilla breathing hard with the gradual sound/music of Phil Colin’s ‘in the air tonight’ getting louder. As the song is starting to build up the camera zooms out slowly with the music and reveals the gorilla sitting at a drum set, which may come as a surprise to most audience members as it is an unusual thing to see. As the beat drops the gorilla starts to play the drum set in beat with the music. It seems as if the gorilla is releasing some emotion more specifically anger as it is playing. 

As the advert is coming to an end the camera zooms out and fades to the actual chocolate bar showing clearly the name of the brand and with the wordings of “A glass and a half full of joy”. Now this may mean that Dairy milk chocolate can bring joy to people who buy it. This can also appeal to an older audience as an older audience, which can bring them some remembrance of the past, can identify the music used. This brings joy in effect as it is doing what the slogan says.

ADVERTISEMENT STRUCTURE:  Animated

PRODUCT: Kellogg’s Coco Pops

AUDIENCE: Both genders, all races, age: 6-13

SC: C1-E

In this advert for Kellogg’s cereal Coco-Pops it uses animation for all of its characters involved in the advert. The entire advert is an animation apart from the actual cereal being poured and milk.  This advert is very appealing to children as the colours used are very bright and friendly. Also the use of animation make it appealing to their specific audience also as most children like to see cartoons and animations this will make them want to have the cereal.

 The animated advert also has friendly upbeat music playing in the background to attract more of its specific audience.  Also there is a story being told within this advert so it will engage the viewers even more. Parents who go to the grocery stores they will see the cereal and iconic figure, which Is the monkey and will recognise it from the advert. This may lead them to buy it so this is an advantage of using animation within advertising. Again using a wide variety of techniques which will engage the specific audience.

ADVERTISEMENT STRUCTURE: Documentary

SERVICE: NHS ‘Stay well this winter’

AUDIENCE: Both genders, all races, ages: 20+

SC: All

In this advert provided by the NHS. It tells us the importance of keeping warm in the winter as it may result to bad fevers, which could turn into something serious. This advert refers and shows doctors and nurses and also pharmacists who are giving advice in order to stay healthy. This makes the advert more trust worthy as it uses professional experts within the area of health. They give us warnings about what we should do in a case we do get ill over the holidays which will make people want to be more pre cautious.

Also the doctors and nurses are represented as happy and joyful with the tone of their voice upbeat and full of reassurance, by doing this it doesn’t come across as a warning like “if you don’t keep well you will die” it comes across in a way people will understand the importance of the message therefore take action. The main audience would be adults/parents as they are seen as responsible. It is aimed at both genders and all races as the NHS cares for all.

ADVERTISEMENT STRUCTURE: Talking Heads

PRODUCT: Head and Shoulders shampoo for men

AUDIENCE: Male, mainly white race, AGE: 18-34

SC: B2-D1

In this advert of Head And Shoulders there is a use of celebrity endorsement with the well-known England football team goalkeeper Joe Hart. The advert states and symbolises all its anti dandruff formulas to fight against dry scalp skin so that men see it and know what the makes the product different form any other shampoo for men. Referring back to use of celebrity endorsement men will see the sports icon that is Joe Hart and will want to buy the product as using a famous successful man of his status use a product they too will want to use and this also shows that the product is trust worthy for results.

The advert also shows the result of using the shampoo on Joe Hart and shows how nice your hair would look after. Men will find this appealing, as they will want their hair to be as good as his. Head and Shoulders know that most men like and enjoy watching football and because their product is targeted at men and what better way of getting their attention than to use a sports football icon. This is one way in which they will gain more money.

ADVERTISEMENT STRUCTURE: Series

SERVICE: Compare the market.com

AUDIENCE: Both genders, any race, age: 20-45

SC:  B1-C

In the famous adverts of compare the market/meerkat there is a series of them, which all add up and make a mini clip/film. In the first advert the two faces of Comparethemarket.com who are two animated meerkats in a film set of a movie driving in a gold cart. This adds some humor to it in the first part, as it is an unusual thing to see. They then bump into the film star that is Arnold Schwarzenegger.  It explains the details of the service in each advert so that when people see it they also have a little laugh as well as getting the needed information in their heads.  By using good editing graphics it would appeal to the audience more and making it look realistic also adds the likability to it.

Their adverts relate to each other showing different scenarios. As well as keeping the audience engaged till the end where they give the information for their website or any contact information. By using the structure of series for their adverts they can get people to remember it easily so if they are in need of the service they provide their company will be the one most people go to. Therefore increasing the success rate of their company. So this is an extremely effective way of their business/company out there.

ADVERTISEMENT STRUCTURE: Stand Alone

PRODUCT/SERVICE: John Lewis

AUDIENCE: Both genders, primarily women, then men, AGE: 20-35, all races (more white)

SC: B1-C1

John Lewis has been known across the country for their stand-alone adverts every Christmas. It has started to become the national norm. With this advert it was about a young girl with a telescope looking up at the moon. She notices an old man who is all alone and isolated from the rest of the world. The lighting used for this was very bleak and basic, it was a ominous black and clear moon white background to show the emptiness of his surroundings. The little girl however is surrounded by civilization and houses with Christmas lights everywhere and trees. So there is clearly a difference in lighting and colours to represent the moods in different locations so that editing technique used will have an emotional effect on the audience.

 The date then comes to Christmas in the advert and the little girl is celebrating with her family and is enjoying the festive spirit, whilst the man is still all-alone on the moon. The advert cuts to a long shot to show again how empty and alone he is as a reminder of the difference. The next scene sows a present floating in the distance towards the old man with balloons attached to it, this was sent to him by the young girl as a Christmas present. This will refer to the message shown in the end. The preset given by the young girl was a telescope so that the old man could see her. The camera goes to an extreme close-up of the two people showing their eyes, the old man has tears whilst the little girls eye show a sense of happiness. The advert then ends with the message of “show someone they’re loved this Christmas”.  

The aim of this advert was to spread the message of joy, love and togetherness. This is also referring through a subliminal message that if you shop at John Lewis you too can have the perfect Christmas. I say this would most likely be aimed at women more specifically mums, this is because mothers are usually the ones who bring the family together at Christmas by cooking food and arranging everything to plan and because John Lewis sells item which relate to that it will increase their sales.