Structures

Berroca Log Rolling Lumberjacks Advert

This advert is a realistic advert as there are some people that are talented in log rolling so can be expected to see in the real world.  There is a medium full shot of the logger, and a low angle (arms spread wide with water splashing) also slight tracking movement. The low angle shows off his power as it emphasises how talented he is.

Blackcurrent Tango Advert

The camera operator begins a hand-held trackback, and the talent bumps into the camera and goes out of frame. The rationale is so that the director makes the advert look more engaging as it is a confidence trick, also the advert is a realistic advert but then turns into something magical when everyone gathers together towards the end.

Pepsi Football Africa 2010 Advert

This advert has a realistic narrative, and it is also filmed in live action.

The aerial shot (birds-eye view) is to emphasise the rationale of this shot which is to establish the rectangular football pitch being created by all the characters of the advert as a normal wide shot could not do this. It also establishes the location which is dry grass land in Africa. 

This advert creates a sense of solidity.

Vanish Oxy Action Commercial

This advert is also a realist narrative because it is something you deal with every day situations and challenges as it is of our real world. This advert it about removing stains from clothing, and the viewer can easily relate to the situation, the product tries to convince us that there is a solid solution to solve our problems showing it is realist.

Therefore, if you follow the instructions of the advert by using the product then it says all your worries will be gone.

"Zebra" - 2011 Red Bull Cartoon Ad

This advert shows an example of animation, this is something that is hand drawn by the designer, this is used to create an illusion of movement by drawing the same picture after one another by slightly different from the one before it. It also has an example of surreal because the designer is able to experiment in terms with imagination and creativity. For example, this advert shows a zebra drinking a drink and fighting an alligator which isn’t something that will happen in the real world, this shows it is like a dream. In most animation adverts it will most likely have a sense of surreal as they are able to create an anti-realistic narrative. 

Using animation can reduce the cost of the advert’s budget as they will not have to worry about filming, locations, etc. 

What is animation?

Animation is a display of a sequence of images to make an illusion of movement. The main method of presenting animation is through a motion picture of a video program, however, there are many other methods.

Animation can be done by filming the movement on camera then drawing over the film to achieve full accuracy, creating the illusion of movement is done by drawing the same picture after one another by slightly different from the one before it.

Talking Heads (TBWAChiat/Day)

The advantages of talking heads are, we can see who is talking because it is direct mode of address (talking directly to camera)

*Extended Orange Ad* - Vicky and The Wicked Witch

This is another example of ‘talking heads’ as the advert is used to give a sense that is a documentary as the two subjects of the advert talks about their friendship which then builds up to the message of the advert. It also includes a little humour as they use an unusual character to engage the audience.

When TV advert’s use ‘talking heads’ in their advert it can relate to the audience making the advert more interesting and will aid in their memory.

Nescafe gold blend 80s commercial

This is an example of a series advert of two people that kept romancing one another through coffee etiquette. The series create the viewer to be intrigued to see what is next, by following specific characters in an ongoing narratives, the more powerful the narrative the more powerful the advertising affect.

The viewers have expectations. 

The wind advert by EPURON 

Adverts that are not part of a series, the power is different to the series as stand alone adverts have a one off power to surprise the audience as they are clueless to what will happen within the advert. The success of a stand alone advert decides if a series are created from a stand alone advert. 

This advert is also humorous which will engage the audience as they will be interested to watch the humor happening within the advert. For example, in this advert the man is shown doing random, funny things (hitting a hat off someones head, messing up a ladies hair, messing with someone who is reading a newspaper, and so on). Humor is releasing a chemical that creates us to laugh throughout the advert, this makes the viewers know how they feel about the advert.

Documentary

This is a very factual TV program about something or someone, that presents little or no fiction. Documentaries add use various conventions of hand held camera, diegetic sounds instead of non-diegetic, realist, often use talking heads.

Cancer research adverts use documentary elements through talking heads that are cancer victims, this raises authenticity (makes us believe everything that is happening in the advert is routed in the truth).

The Gillette Fusion Advert

The advert has a documentary style as the camera movement is hand-held at the beginning, then it goes into a shot clip of a talking heads as the man shaving says what it is like to shave with an ordinary shaver.

The Carling Black Label advert (Parody of the old Levi’s advert).

The strengths of a parody creates a familiarity, giving the product a connection. It also creates intrigue making the viewers engage into the advert.

This particular advert shows the familiarity of the original Levi's advert, for example, the main character looks similar, also does the jeans, scenery, background characters, and so on. The only difference this parody has is at the end of the Carling advert as it shows the product being advertised within the advert. 

Parodies can also be humorous for the viewers if they can recognise that the advert is a parody which can create the viewers to laugh and talk about the similarities which can also aid in their memory. 

(Think! Drink driving advert)

The advert is very dramatic as it has a very serious tone, this will have an emotional impact on the audience. The main part of the advert happens very suddenly to strike the audiences attention which will be quite of an effective way to present the message of the advert to not drink and drive. Dramatic adverts involve acting or performing in a specific way to show the seriousness of the advert.

This advert doesn’t build suspense because of the sudden effect within the advert when it gives a sense that the men are driving and they hit the woman, however, it still shows them sitting at the table. This gives the overt message of the advert that they should of stopped drinking earlier and the man within the advert should of refused the drink and went home with not going over the drinking limit.

TV Advert codes and conventions (e.g. Advert For Nolens Cheddar):

• The product gets identified.
• A convention of the advert is that the product of the advert is concealed until the end of the advert.
• A slogan, for this adverts slogan is ‘seriously strong’.
• A parody of overcoming the impossible, by using the song used in the film Rocky.
• The music used to reinforce emotion.
• The colour palette is a deep red (connoting blood and danger), also a straw colour giving a warmth feeling. This gives a sense of two feeling of warm and cosy however, a sense of danger and death.
• The beginning of this advert has an affect on the audience as they may feel sympathetic for the rodent as it is small and vulnerable as it is running out of a small crack in a wall.
•   The romantic music and lyrics are showing the connection of the mouse with the cheese.
• The lighting and colour emphasis that the focus is on the mouse enjoying the cheese.
• We lead up to the close up with a building of wider and longer shots (code) it builds an expectation to the close up.
• A hard cut to blank makes the audience imagine,
•  It involves an inter-textuality moment 
• The aerial shot of the mouse shows the vulnerability.

Sprite - Kebab Advert

This advert uses computer graphics which is shown to be a type of goblin, they use the computer graphics to present the message of the advert, they may also use computer graphics to engage the audience as it will seem more interesting to watch because it is not something you usually see in an advert. They do the computer graphics after the advert has been filmed as they put the graphics onto the footage to make it seem real, this makes it look real as the graphic is sitting on the table in front of the man within the advert. It is also anti-realist, and also a little surreal. 

The Evian body advert
The Evian water uses CGI which gives an idea that it gives you powers (able to do things you would not normally do), one of the subliminal element of advertising is the idea that the buyer will be improved in some way. This advert uses something that looks real in the way they have made it, whereas it is anti-realistic which is done through CGI. The effect of this advert will show some sort of speckle which will engage and shock the viewers which will then also aid in memory.
Also, the music within the advert is very happy and bubbly and it will engage the audience as they will enjoy the happiness and brightness of the advert, it may even influence the audience to sing-a-long which will aid in memory.

‘Oasis - Rubberduckzilla Advert

Also there are special effects used in this advert by creating water effects, explosions in the buildings, special power coming from the duck, etc. This represents the ducks power against every one else in the advert.

Rubberduckzilla advert effects:

• Lighting effects
• Sound effects
• Slow motion
• Water effects
• Explosion in the buildings

M&S TV Ad 2012 - Summer to remember

The style of the advert has a clean and an expensive sense of style by having beautiful costumes worn by celebrities and the colouring warm and happy, this will engage the audience as it is a very bubbly and bright advert showing people having fun which can have an effect on the audience by feeling happy and want to have the same style that is being shown in this advert. I have analysed most of this advert which is on the next page called 'Techniques'.

Fairy Liquid From 1985 Advert

The high key lighting resembles studio lighting, also the bright lighting also gives a sense to the audience that they should trust the adverts words. Whereas, if the advert was darkly lit it will give a sense that something is being hidden or it won’t be as promising as a brightly lit advert.