Different Forms of TV Advertising
- 2. Realism is the representation of whatever is possible in real life or in a non fictional way, an example of this is this AA advert which has nothing outlandish or fictional in it. The positives for this type of advert is that they are simple and easy to make, but on the other hand this kind of advert will not stand out over others, and do not give a big enough impact to be remembered over time.
- 3. Anti-realism is the representation of anything unrealistic, the use of fictional/unreal situations or ideas, for example this Cadbury’s advert which has two children who wiggle their eyebrows to the beat of the song. The benefits of using this kind of advert is that it makes people laugh and therefore will be remembered for longer, also it gives the creators to createive freedom to invent all sorts of crazy things. However not everyone will understands these ads, and can be thought of as strange or confusing, which can alienate some viewers.
- 4. Animation is the process creating frames one by one then displaying them quickly in sequence creating the illusion of movement. There are different styles of animation for example computer generated images (CGI which can be 3D or 2D), stop frame animation or clay-mation. An example of CGI is this coke advert which is almost entirely computer animated. The advantages of animation are that you can create what would be impossible in real life, it can be cheaper live action (depending on production/scale), it can look a lot better now days using modern technology. Also a lot of companies now days have created a character/brand identity which is often an easier way of helping the audience relate back to the company. However animation can be a very long process to produce and it can also be expensive, and if the company doesn't spend a decent amount of money on the production, it can end up looking cheap and strange.
- 5. Documentary style adverts tend to use real locations and sometimes real staff in order to establish trust and gain credibility with the audience, they also tend to give a lot of facts about how good the food is in order to gain more trust. This can be beneficial, but sometimes the audience can see through the what they say and the advert becomes a little shifty and it seems as though the company is trying to manipulate everyone. An example of documentary style advertising is a Dominos ad which starts off with them looking at problems with their pizzas, then fix it.
- 6. Talking heads adverts tend to have people talking about the product/company and give their positive opinions. The positive aspects of this is that people believe they are receiving genuine advice from people who have used the product/company. However many can see through this realize they are being manipulated by the advert.
- 7. A stand alone advertisement is a form of advert that is a one off, there will not be another advert by the same company that is related in terms of the story/narrative. Yell produced many stand alone advertisements in a three month campaign of adverts to tell their consumers their new products.
- 8. An advert which is a part of a series has a constantly developing story. The series usually has a main character and additional characters. BT uses a series of adverts, in each of their ads we see a family consisting of a mother, her son, and her new husband. This family goes through some problems that audience members will be able to relate to and in the series, BT broadband helps the family to cope with trouble they face.
- 9. Another example of a series advert is the ‘Compare the market . com’ series. It includes characters from the main meerkat ‘Orlov’, his associate ‘Sergei’, but over time and many adverts later through the campaign, the company has added more characters, and new scenarios for them to act and promote the company.
- 10. Similarly, the Go compare ads use same character to sing to people in different situations. However they realized halfway through the campaign that people do not like ads and find them annoying, so they started putting the character in negative situations for example, in one commercial Ray Mears traps him in a net, and later he is blown up by a rocket launcher.