Structures of TV advertisement - Style

Structures of TV advertisement - Style

Humorous

                           

This advert gradually creates humour throughout the video due to the use of non-diegetic,dramatic music and also showing it through the daily life of a mouse, as this is something you wouldn't really see. From the start of the advert it creates a calm feeling and brings a happiness feeling, which is all due to the music but at the same time such as at 0:20 it creates this cynical feeling as the audience knows that the mouse is going to get killed and at 0:28 the screen goes black with a snap sound, showing the audience that the mouse has got caught. When the screen returns at 0:31 we see the mouse laying in the trap with a sadder music playing in the background. This advert creates a very strange sense of humour, but the downfall to this would be that it takes a while to build up, even though it is quite an amusing advert it focuses too long on each part of the advert e.g the first one from 0:00- 0:28, the second 0:28-0:54 and 0:54- 1:29. Even though this advert does receive a humorous response from he audience, it takes a while for it to conclude to the main sense of humour. The main amusing part of this advert would be at 0:54 as we see the mouse begin to do push ups with " Eye of the tiger"playing in the background which is a use of intertextuality due to the " eye of the tiger" mainly being known from Rocky, it allows the audience to find it more funny and relate to it more and could also create a sense of nostalgia for them. Also it creates audience to remember this advert due to it being something unexpected and surreal as a mouse would never be able to that but, also that the song played is very well known so when it's played the audience will be able to think of this advert. The mouse doing push ups at 0:54 create the message of the advert which is shown at 1:25 " Nolan's Cheddar,Seriously strong" so through adding humour to an advert it makes the audience remember it more and also comebacks to the content in the advert making sense of what it was really promoting and can also persuade the audience into buying the product, as it makes them feel if the cheese can make a mouse feel strong it can also make them feel strong.

Surreal

          

This here is an example of a surreal advert, as throughout the whole thing it presents itself to the audience as being strange and confusing. This advert uses talking animals as at 0:06, which is a sign of special effects and the reason why they might do this is so that their product comes across as original, and that they want to be different compared to other drink advertisements and institutions, as this represents them as wanting to stand out from their competitions and that they show themselves as an institution that likes to create fun and quirky adverts for their audience. The surreal aspects of this video is mainly the replacement of humans and replacing animals in their places, doing everyday chores e.g at 0:09. The thing that also makes this advert rather surreal is that it just doesn't focus on one animal in one human situation but whole variety and each doing different things and the camera movement is quite fast paced which feels like it creates more confusion for the audience, as it keeps switching but also keeps them attached, as they would want to know what appears next. Also the effective thing about this advert is that it contains different types of adverts e.g at 0:20 it focusing on childrens breakfast and then at 0:25 it switches to a advert which seems to be focused around a feminine product, but the main thing that this advert and it's mini adverts include is the product Orangina, which presents the product as being life changing to the audience as it's shown in a various scenarios e.g as milk, deodorant, skin clear product etc. The surrealism in this advert is animals being put into human situations which is highly unrealistic and strange, but I think the main reason why this is done is so that it sticks in the audiences head more and as this advert includes a whole bunch of different scenarios that the audience can relate to. It can also create the audience to remember about the product and even though Orangina is a drink, it presents to the audience that this product can benefit your life as it's put it to everyone's everyday lifestyle. But also the surrealism doesn't loose the essence of the advert promoting a drink, as it mentions it's name throughout the video and even at 0:50 it provides honest information for the audience, on how it doesn't include any artificial colours, which makes this advert very effective and memorable, reminding the audience that this is still a drinks advert. The reason why this advert might use animals to get their message across, is because talking animals could create a sense of nostalgia for the older audience, as the only place you would really see talking animals are in cartoons., so from this it shows a sense of originality.

Dramatic

           

This advert creates a dramatic effect right from the beginning all the way through the rest of the advert due to the use of fast paced music and also the fast paced camera movement. The advert begins with a man robbing a man robbing a bank at 0:05 and quickly changes to show a policewoman at 0:07 and from there the music begins to build up, getting louder and faster as the chase continues. The effect that the dramatic music has is that it creates the audience to feel that they are a part of the situation and the camera movement also does this. Also this advert could resemble an opening to a crime television show which would also be effective on the audience as they would want to know what happens next and also could easily be mistaken for one as it doesn't show that it's advertising a product until 0:53, which is why a dramatic advert is good, because it keeps the audience in suspense. This could be considered as one of Lynxs values, being that they don't want to reveal their product at the beginning, so that it creates tension and anticipation within the audience and another one of the values would be sex appeal, as having an attractive cast would make the audience more intrigued by it as it could be considered as one of their interests. At 0:52 it reaches the climax of the advert and still at this point it is unsure of what the advert is promoting until 0:56 where the graphics show us that it's promoting lynx. After the revealing of what the advert is truly about it creates a feeling of relief for the audience but at the same time makes them want to purchase the product as it's indicating to both male and females, that if your buy this product it will most likely make you more attractive to the opposite sex and also the music emphasis the importance of the product as at 0:56 the music becomes louder, which shows just before the advert ends, the producers want the audience to remember the product. The camera techniques used through the advert creates the style of a crime show e.g CSI as at 0:03 the advert sets the scene and the burglary and at 0:19 the camera tilts very quickly, which gives the feeling of  being chased and watched. Also the camera language at 0:45 creates a sense of the chase coming to an end as it quickly jumps from the man to the woman running into the center, representing it as a type of final confrontation/showdown.

                                                                      Parody

                            

Parody adverts are used to make fun out of other advertisements, such as this one here seems to be making fun of Guinness adverts as they like to make their adverts very memorable by including a lot of content in them such as over dramatic music. This parody comes across more funny than others as at 0:07 the men begin to chant a song " It's a big ad" which comes across as immature but funny at the same time. This song is done throughout the whole advert, with dramatic music played in the background, which shows that they are making fun of Guinness advert by combining an immature chant to a well known dramatic song. But, the advert comes across as ironic in some sense as the song their chanting seems to be saying that their not going to make a big fuss out of their product, but at 0:16 and 0:38 it clearly shows that they are making a big deal out of their advert, but only to be making fun out of Guinness adverts, which comes across to the audience as humorous and can also make them realize what Guinness does to promote their product. The advert seems to be aimed towards older men due to the cast and the product being beer and that's considered to be more aimed towards men rather than women but also, the reason why Carlton Draught may decided to promote their product like this is because they want to make a big fuss out of their product and leave their audience with a smile on their faces. Even with the phrases used throughout the advert such as " Expensive ad" and " For Carlton Draught", while promoting their product, the advert is pretty much showing the audience the  extreme measures companies go through to promote their product. The camera language used through the advert is quite slow at the start but at 0:27 the pace picks up and begins to jump from the yellow men to the red men, creating a battle theme as they are all coming together, which could also connote that beer brings men together to have a fun time. The main aspect of the ad which makes it memorable, is the image made out of the thousands of men at 0:50, as it's something that you rarely see and a sense of influence on the audience as well, as they might want to create something like this.