Structures of TV advertisements - Form

Structures of TV advertisements - Form

Realist

            

The realism of this advert is that it shows the audience, that a car accident can happen at anytime and the aftermath can have many different outcomes and also includes that severe injury occurs when the driver is not wearing a seat belt. The advert starts with a man driving his car and then at 0:03 the voice over adds the effect that you can't prevent death " Richard didn't want to die" and straight away this advert has a realist effect, as it's able tor relate to everyone due to death being a part of life. Also what makes this a realist advert is that at 0:09 it includes the amount of damage that can happen from a car crash and following from that the camera movement begins to slow down, showing the audience the outcome of what can happen to the driver if you are not wearing a seat belt e.g at 0:17 with the glass breaking. This advert also covers, some aspects of a car crash that others don't which is at 0:24- 0:33 where the audience is able to witness the damage of what it can do to your internal organs. They make the organs look realistic such as at 0:29 to get across to the audience that these things can happen and to have a bigger impact on them, as if the special effects of the organs were not designed well, it likely that it wouldn't be taken as serious due to it not having the amount of correct detail. This also relates to the realist form of the advert, as not only are the producers making the story line realistic, but also the after and internal effects, allowing the audience to see the consequences. Also the use of camera language is quite simplistic, but what makes it effective is the use of slow motion effect. The voice over throughout the video, has a simplistic tone and phrases e.g " The collision didn't kill him", " he wasn't wearing a seat belt" etc which creates the audience to feel the content in the advert more, as if the voice over included more detail, it wouldn't be the same as the voice over is trying to get across in simple terms, so that people begin to understand how simple it is to put a seat belt on, which then leads into preventing so much pain and suffering. This advert is creating awareness for all drivers out there and showing how easy putting a seat belt on and how it can prevent you from loosing your life and also the images of the damage to the organs makes the audience feel the pain visually and makes them want to prevent it from happening physically.

Anti-realistic

           

This video is an example of a anti-realist advert, as it goes against the ordinary and could also be considered as surrealism as it's something you would never really see or expect to see. This advert is a good example of a anti-realist advert as at 0:01 it introduces what the advert is going to be about, but then jumps to something unexpected at 0:07 where we see a baby in roller skates and soon after that we are introduced a whole bunch of them in roller skates such as at 0:14 and throughout. The effect that an anti-realist advert like this can have on the audience is that it can create them to feel happy and joyful, as it's just a ridiculous thing to imagine yet effective on the audience at the same time. This advert shows that Evian is quite experimental,humorous and surreal  institution when it comes to their adverts, which might be because they want to promote their product in a different way and to get a message across to their audience that, they are a fun company and they want the best for the audience, and also show how their product can enhance the audiences lifestyle through their values. Also the advert is putting two different things together such as the type of music is from the rap genre and there combining it with babies on roller skates, which adds the strangeness of the advert. The main purpose of this advert though is to make their audience feel young again as at 0:59 the graphics say " Live young" which is presenting the product Evian to make anyone feel invisible and young again and the way they use babies create this effect, as babies are unlikely to be able to do anything at that age so it's encouraging the audience that they are still young enough to experience things and have fun. This advert can also be used for social interaction, as this advert isn't bland at all and it will give the audience a conversation starter as it's an amusing advert and they can say what they liked about it etc.
                                                                    Animation
         
 Animation through advertisements can be done in many different ways, but for this advert they decided to combine animation and the real world together, so that they are able to to promote their product better. In this advert, they start it off with the well known Mario Kart starting race sound, which indicates to the audience straight away that the advert will be about a new game or on the other hand it comes across as a racing start sound, which then also shows through the sound that the advert is going to be based around a racing game. The animation used through this video, allows the audience to see all the new different features in the Mario game compared to others e.g 0:06 the karts going underwater allowing the audience to see what they will be able to do, if they purchase the game. With animation being added to an advert for gaming, it makes the audience more engaged as it gives them a insight to what the game is going to be like before purchasing it, which is most likely the reason why the producers used this form of advertisement rather than any others. Animation offers the institution new ways of advertising their products and also through it they have complete control of what they want to show visually and can even expand on the possibilities e.g locations, the only downside to animation adverts is the costing, as it depends on what type of content will be included, as for this advert the institution had to take in consideration of the games content but also casting  e.g 0:18. Also at 0:22 it shows the audience all the new different features that has been added to the Karts as well as locations and too also make them want to buy it more at 0:24 the advert compares them both together, to show that what they are producing is the real thing and that you will be able to experience it all if you buy the game. This advert also shows the audience that it is aimed towards such as at 0:13 and 0:15 it shows that the game is aimed for a female audience and a male audience, both with different age gaps, which creates the product to be sold more as it has a large target audience and also increases popularity for the game itself. This advert also shows signs of escapism as at 0:18 it shows that when you play this game as it offers the audience escapism, where they don't feel like their a part of this world, but end up feeling a part of the game, and from the characters facial expressions it shows the audience that it's fun and energetic to play. Also this game will be able to create social interaction as the advert presents it as being a new game, that people have played before but also at 0:14 it shows that it's a multi-player game where you can get other people involved, showing the audience that you are able to play with your friends and have fun at the same time and it also benefits the product and institution as they are getting more publicity.

Documentary

                       

Documentary adverts are used to promote the company's product, by using the members of the public, such as in this advert, which would be considered as a vox pop. The main reason why companies use this type of advertisement is to show to their audience that their product is reliable and is worth the purchase e.g at 0:02 we get to see a member of the public reaction to the product, and if they used actors then it wouldn't have the effect that it does, because that way to would be presented as being scripted and slightly tricking the audience into buying their product. They are also using the public to provide subjective information for the audience e.g at 0:17 the man is talking about how the product is as good as a book and also how it can be even better than a book e.g at 0:21. Also the graphics at 0:02 says " Real People. Hidden cameras." which is reassuring the audience that the people in this advert are all from the public, making the company appear trustworthy and also provides no doubts about their product and the people presented. Another reason why documentary adverts are effective is that, they switch between the different members of the public at  a decent pace, which allows the advert not to come across rushed, but informative for the audience as they all have their own opinions on the product, which makes it more reliable and trustworthy. Also, the product can produce a topic of conversation, which then could lead to what they think of the new kindle and discuss the benefits of the product etc and from talking about it, it could encourage more people to buy the product.

Talking heads

             

Talking head adverts are used to mainly talk about the product and they can come across as boring, due to there not being a lot going on, not a lot of camera movement as it's mainly just static through it all and it's the same person. Such as in this advert from 0:01-0:23 the man is standing in the same position talking about the new Iphone, this doesn't really engage the audience into wanting to buy this product as the products capability aren't being shown and that's what the audience really wants to see. Another downside to talking head adverts, is that there's a chance that the people they use could be actors, so this advert sends of a untrustworthy attitude towards the audience, as they would prefer it comes from the public as that way it shows that the product is worth the money, while with an actor it's more likely that they are lying. At 0:13 you can tell the way that the man is talking that what he is saying has been scripted and also his body language seems a bit too confident when talking about the Iphone, showing the audience that this has already been rehearsed and what he is saying might not be the truth, but at the same time it could lead the audience into trusting cast members, depending on the way they come across. When promoting a product like the Iphone, you would want the advert to be more engaging and showing all of the things that it can do, rather than in this advert, it's just a man talking about it. But, the advert does offer the audience benefits to their lifestyle as at 0:04 the man explains how he had to carry around an iPod,camera and a phone and with the Iphone it's all packed into one. This would be able to relate to the audience, as they might have to carry around more than what is necessary, so through this advert Apple is promoting their product to be more beneficial for the audiences every day lives. Also another thing that makes it unreliable is that at 0:25 we see the man leave a stage set up, which indicates to the audience that it's likely what he was saying was all scripted, making the audience believe that this product isn't worth it, if their being misleading about it. This advert does offer the audience something to talk about, as apple is a big institution and their products are popular in a very large audience and through their audience they are able to gain publicity on their new product through people discussing it. Also the institution will be able to save money from talking head adverts, as they only need to contain people and a backdrop, so through they are able to promote their product simply, but this doesn't always engage the audience as it's just a person talking.

Stand alone

             

Stand alone adverts are used to only promote a certain company, such as John Lewis. Throughout this advert John Lewis promotes their store by targeting their audience with a nostalgic feeling of growing up as at 0:02 the video starts with a baby in a cot and gradually from there it shows her life. The music in the background of this advert, adds a calm and slightly sympathetic mood, showing that growing up can be joyful but at the same time sad such as at 0:16 we see the girl getting told off, but at 0:26 it goes into her birthday where it's more happy. The editing done through this advert, is quite slow paced as it takes the time for the audience to take in each stage of growing up, but the cast is going at a faster pace e.g at 0:05-0:08, which shows that growing up is something that happens really quickly, and through this the advert being aimed for a middle aged/older audience, it can relate to them through a nostalgic feeling of their own life, or the lives of their children. The camera language that is used throughout the advert is slow and soft pan such as at  0:06-0:09, and through this, the advert connotes the feeling of life and how it happens all together and your unable to stop it and also the advert, some parts seem to be done all in one shot e.g at 0:00-0:19, which presents the advert as calm and something peaceful to watch and enjoy, as growing up is something that everyone can relate to. This advert creates John Lewis brand to be about that they care for their audience,their family friendly, and that they are always there through the important times such as from a baby at 0:02 or an adult at 0:50. Through the non-diagetic sound and using a linear narrative, they are able to create a sentimental feeling. Through all this life meaning message their advert becomes memorable, as it's able to relate to a wide range of audience and all through it, John Lewis is able to still promote their products, as the main props used in this advert such as at 0:47 are all John Lewis products, which is creating the audience to want to go and purchase their products and it's indicating to the audience that John Lewis products can be life enhancing.

Series

                    

Series adverts are used to engage the audience by using intertextuality as the Daz advert shares similarities to soap operas, such as Eastenders indicating that this advert would appeal to quite a large audience. Series adverts allows the audience to become hooked over a period of time as they want to know what happens next e.g at 0:25, it ends on a cliche climax that would be expected in soap operas and to add to the event they also add in the dramatic music to the end, to make the audience feel like this is really like a soap opera and makes them keep on the look out for the next advert, which could enhance the selling point of the product, but at the same time it could have the opposite effect as the audience might just want to watch the advert due to the soap opera theme. In the past Daz mainly focused on just presenting the product with a female actress, but since the 2000's this has changed and now they promote their product through the advert form of series, which might be so that they engage their audience more and show the benefits of their product, but they are still keeping the old features of Daz e.g female actresses, so that the product still appeals to them. The reason why Daz may of sold their product through a series form advert, is because this way they would be able to relate to their female audience more as soaps are a common interest when it comes to women as they enjoy the drama and from this advert, it can also create social interaction within the audience, as they would treat the advert like an actual soap. This advert also has a catchy slogan " Daz cleans out the dirty, even at 30" which can relate to the older female audience and makes them believe that this laundry product can help with their own lives. Also the characters used in the advert such as at 0:09,0:22 etc have the characteristics of people that are in soap operas already, which presents to the audience that on going narrative which ends up them being hooked on the Daz adverts, which could then lead onto the producers gaining more money as the advert will be gaining a lot of views just because it relates to the audiences lifestyles. Also with a series advert does still keep focus on the product and it can also show the development of the product over time e.g at 0:01 we are told that it is at episode 30, which could mean to the audience that this product has been improved over the years which then, encourages them into buying it as it must be good, as there has been 30 adverts based around it. The benefits that are shown through this advert, is that Daz is the number one product to be used when it comes to the removal of stains and how it will be beneficial to a females lifestyle as stains can be considered as hard to remove, so with this it shows the audience that they don't have to worry anymore, Daz will remove all stains.