Creative Media BTEC- Unit 30, Assignment 1 Advert Structures
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The document outlines various advertisement structures including realist, animation, documentary, talking heads, series, and unrealist narratives, along with their specific purposes and examples. It also discusses different styles such as humorous, surreal, dramatic, and parodic, detailing their techniques and impacts on audiences. Additionally, it mentions regulatory bodies like the ASA and Ofcom, which oversee the responsibilities and standards of advertising in the UK.
Creative Media BTEC- Unit 30, Assignment 1 Advert Structures
- 1. Unit 30, Assignment 1- Advert Structures Brandon Boyd
- 2. Advert Structures: • Realist Narrative • Animation • Documentary • Talking Heads • Series’ • Unrealist Narrative
- 3. Realist Narrative • Define Realist Narratives- This type of advertising structure focuses mainly on people’s everyday thoughts and concerns within a society. It shows the portrayal of realistic events, and real life problems are addressed with the product, solving the problem. The main aims of these adverts are to present the viewers with a ‘real life’ feel. • An example of an advert that uses a Realist Narrative is T- Mobile. The purpose of the advert is to show everyone that T-Mobile are a great network to join. They do this by showing people on phones and taking pictures on their phones whilst people are dancing in Liverpool Street station. In the advert you can see average people who are using Liverpool Street station and they are began to dance. Everyone is wearing normal clothes and once the dancing has finished, everyone goes back to normal. • The camera angles in this advert in particular is from a high perspective, with long shots to show that everyone is wearing normal clothes. There are also several low angles looking up at the people’s faces when they are dancing.
- 4. Animation • Another type of advert structure is the animation structure which uses cartoon styles or illustrations of characters to promote a particular product. The term animation encompasses a wide range of techniques from 2D images all the way to CGI’s. Animated images are often used in television advertising so that more fantastic of impossible scenes can be used. • An example of an advert with an animation is the Twinning's advert which is about tea, with the motto ‘Gets you back to you’. The purpose of this advert is to show that is doesn’t matter where you are, as long as you have Twinning’s tea, everything is ok. The target audience is for anyone that loves tea, and this is conveyed in the advert by using slow transitions when editing, to reinforce the dreamy and calm story of the advert. • The camera angles used in the advert are a mix of medium and long shots of the animated character in the rowing boat to show that she is sailing on her own. There is also a high angle shot showing the sea to show how chaotic life can be, followed by wide shots to continue to set the scene of the boat flying through the rough sea and convey the emotions and feelings related to being overwhelmed.
- 5. Documentary • The documentary adverts that we see on television are usually aimed to demonstrate what’s happening. Documentary styled adverts attempt to document reality and can sometimes be parodied and referred to as a ‘mockumentary’. • The advert that I decided to look into was the Think! adverts that persuade people to wear their seatbelts. The purpose of the adverts were to indicate how important it is to wear your seatbelt in a car. It shows us the consequences to frighten us and show us the possible dangers that can occur if we don’t wear protection. You can see that the story of the advert is of a boy in the backseat not wearing his seatbelt, moments before hitting his head on the seat in front
- 6. Talking Heads • Define Talking Heads- They are the kind of advert that involves people talking into the camera. A close up of a person who is often talking to a camera is a skill that may be used. Talking Head adverts make the audience feel as if they are being personally addressed. • A talking head is an advert that discusses a specific topic, directly addressing the viewer at home. The set up is used frequently in countdown shows including ‘The 100 best of something’ or a countdown of the most watched songs in the past week, for example. • Adverts that use Talking Heads, include the Vanish & Colgate adverts along with Matt’s Story- Sensodyne.
- 7. Series’ • Series’ adverts are a group of similar advertisements that are released every month or so, from the same brand promoting the same product along a continued storyline. This can often create quite a strong brand identity. Some ad campaigns use a series to promote a single brand, product or service. They are often slightly different in the content but they can also result in progressive narratives over a long period of time and a number of singular commercials. • An example of an advert Series’ is the Daz ad’s which keep you reminding customers of how good the product really is. In the advert you can see a man coming over to see his brother in Australia, with his girlfriend becoming attracted to the man because of the Daz smell on his clothes. In this advert, the smell of his clothes sells him as a person to the females. • The advert starts with a wide shot to show where the origin of the advert is set. There are a series of medium close up shots showing the man’s facial expressions, followed by long shots of the women. There is an over the shot shoulder of the man looking at the women sitting on his brother. During the end of the advert, you can see that all of the characters want to try the Daz product on their clothes. The slogan for the advert is ‘The soaps you cannot believe’.
- 8. Unrealist Narrative • Anti Realist or Unrealist adverts focus on something that is unlikely to happen to the audience. It has the freedom to indulge in all kinds of CGI nonsense. • The advert that I decided to do some research on which uses this type of structure is the Citron C4- Staying Alive advert with the purpose of the video to be humorous whilst also making the product seem exceptionally good. It also shows us as the audience and that the car is reliable and strong. • The main concept of the advert is that you can see a robot car dancing to the music. The audience for this advert is people with a 2nd car that is 23+ years old. Some of the camera angles that the advert uses are long shots and low angled shots that show the importance of the robot car.
- 9. Advert Styles: • Humorous • Surreal • Dramatic • Parodic
- 10. Humorous • Humorous adverts are intended to be funny, and can sometimes be referred to as being ‘tongue in cheek’, ‘silly’ or ‘cute’. They often portray meanings that are harmless, but stick in our minds. Many drug related or alcohol related adverts use humour, to warn people of the dangers of these addictive products, but in a jolly way so people hopefully change their decision to reduce the amount of usage for these products. • One of the main examples of a humorous advert is the ‘SONY BRAVIA ADVERT’ in terms of the main concepts and styles. The advert contains a lot of humour as the man fights off the beat, but it gets even weirder when the bear fights back in a comedic way. The gorilla style of camera work in this advert gives us the impression that this was a real event, and makes the audience feel in the moment, although it was obviously staged. The most common reaction to this advert is that at first, confusion, and then laughter, proving that this adverts main style is humour. This also makes the advert very memorable and prominent over other advert. The style works for the advert as the concept is supposedly very funny and surreal, helping the brand name to become more familiar with the people who watch the advert. • The main devices used in the advert are successful because they are used in a very original way which helps maintain a strong and humorous image of the brand with the audience.
- 11. Surreal • Surreal adverts are adverts created by companies when the audience aren’t too sure of what the product is. This type of advert is different to most advert styles in the way that it is often different from the ‘normal’ type of advert. • Some examples of Surreal adverts are the; • ‘DAVID LYNCH- PS2’, ‘BELLY’S GONNA GET YA- REEBOK’ and the ‘KEVIN THE HAMSTER- LEVI’S’, which got banned. • The ‘SONY BRAVIA ADVERT’ is also a very Surreal advert due to the method of its creation. It’s an animated advert which gives a nice look in its self, but it was also madehttp://www.slideshare.net/Lucasjwarre n/analysing-the-style-of-adverts-26507404
- 12. Dramatic • Dramatic adverts are usually designed to get people thinking about a particular issue. The “THINK!” advert is dramatic in the way that is wants to portray the importance of wearing seatbelts. • The advert uses shock and dramatic music to get their main point across about wearing seatbelts. The technique shocks the audience into remembering the message for the advert and giving them a surprise when shots arise with graphic violence. This also makes the audience remember the advert more vividly. • The main techniques in the advert are dramatic music, a variety of close up and long distance shots, characters with clear emotion and personality, as well as a voiceover to backup the reasons why seatbelts should be worn. The kind of message provides a more intense and shocking visual aspect in order for people to remember it and take the advice of the advert. This advert is successful due to the fact that it gets the moral message across, and sticks with the viewer compared to other adverts with a similar aim.
- 13. Parodic • Parodic adverts are a very entertaining type of advert to watch because they often take an original advert, and make a funnier version of it. The “Old Spice” advert for example, is a series of the previous old spice commercials, with each of them being more random and funny every time. The main ideas of the Old Spice adverts are to be as random as possible, and challenge the conventional adverts, making them parodies. • The common reaction to these type of adverts is to laugh in confusion, because a lot of the things that happen in the advert often make no sense and help add to memorability of the advert. • The style of this advert is appropriate for the product, because they use a “dream man”, a horse and a beach, which is a very clichéd idea of what people, but mostly women want in their life. Men will also aspire to be like the man in the advert in some ways, and I think that all of the techniques are successful because the humour is unique and different to other adverts that have been made in a similar style.
- 14. Regulations: • ASA- Advertising Standards Authority • OFCOM- Independent Regulation Development
- 15. ASA- Advertising Standards Authority • The ASA are an independent organisation that were founded back in 1962 and check to ensure that advertisements do not lie or make false allegations about a particular product. Anyone can ask the Advertising Standards Authority to investigate a particular advert, and if a problem is found with it, then the company may have to either remove or modify the advert. • Their main target as a company, are to ensure that every advert is responsible through looking at their strategy and making sure that every advert matches the criteria. The five strands of their strategy are; Understanding, Support, Impact, Being Proactive & Being Aware. This includes authorising adverts talking or discussing about societal issues, providing support for advertisers to help them create responsible adverts and collaborating with multiple companies to gather a wide range of information tackling problems, to guarantee no complaints are made.
- 16. OFCOM- Independent Regulation Development • Ofcom are the Office of Communications who are a government-approved organisation, and promotional authority for the broadcasting, telecommunications and postal industries of the United Kingdom. In Wales they are known as the “Y Swyddfa Gyfathrebiadau” which translates to the same title for the English. They have a wide range of powers across all media based services, including radio, television, electronic devices such as phones & tablets and also music events across the world. • The main aims for this group are to ensure that the public don’t have access to harmful or offensive materials, whether it be an explicit television show or a sex tape, for example. The licenses that they have in and around the United Kingdom ensure that they comply to the license otherwise it is removed from them. Ofcom have the responsibility of regulating how many adverts and the timeframes that adverts are on our televisions for. The specific rules that apply in the UK are set out in Ofcom’s Code on Scheduling & Amount of Advertising.