Analyse Structures And Techniques Of Television Advertisements

In this section you need to analyse and discuss the various techniques used in a range of UK television advertisements. This can be submitted via a typed report or a presentation. Using the materials on Its Learning, you need to EXPLAIN and provide an example for each of the following types of television advertisement:i)

Realist Narrative

This type of advert features aspects of reality, meaning real life that can be considered relatable to people due to how visually realistic the narrative is portrayed and also allows the audience to recognise within these types of adverts certain comparisons that they can emotionally link to their own expirences. To achieve a more realistic narrative CGI is most often avoided or not used at all because it strays away from what looks real as well as natural, in addition to this people will find these adverts more serious and straightforward meaning to the point. An advantage of this type of advert could possibly be how it quickly helps audiences to relate in terms of, watching this type of advert then immediately realising that the advert their watching is trying to mirror their own experiences in order to gain their attention and interest.

Now with the viewer’s attention this makes them susceptible to whatever is advertised on the media especially if this happens continuously, it becomes more of a subconscious brainwash thus viewers are tricked into buying certain products. (It is more of a positive for the advertisers/ companies allowing them to make more money. ) A disadvantage to this is very easy, a realistic narrative/advert must be set in the real world which is very traditional meaning it can be considered dull and may not have a memorable impact on certain the audience members.

Kindle fireExplain - The narrative of this advert is about a productwhich is the kindle fire, what this advert is trying to do is make the viewer’s aware of the kindles amazing and intelligent support assistant feature known as mayday. (0:09) In this scene the feature is ethicized as being quick responsive and easily found next to the settings (0:02) also shown by an extreme close up of the icon. In addition, the subject is seen having a problem and he really wants to watch a film with his friends. The realism in this advert comes from the fact that, it is very relatable situation because of how common this type of issue is so most people enjoy watching films with family and friends but can be halted due to certain issues such as this. In addition, this advert does not use any CGI which I also believe helps it stay within what we consider this advert to be a realist narrative advert.

Timing and Target audience - The company behind kindle are trying to appeal to the attention of a wider psychographic such as Mainstreamers, Explorers and Strugglers mainly because they cannot be bothered to solve their own problems.

Techniques, Editing and Sound - What makes this advert so interesting is because of its uses sound, light, colour and varies shots. In addition, its persuasive TV advert techniques such as tone of voice throughout the advert the main characters voices are what you hear the most, the conversation between man and machine or kindle assistant. If you listen carefully, you can hear the noise of the people standing in the background (0:05), now if you compare that to the man’s voice its considerably lower. In order to get the viewers to listen more to what the man needs help with his voice is louder and more clear as well as the women on his kindle device. Lighting is very important and in the advert you rather get the sense it is trying to mimic four-point lighting, The background light eliminates shadows cast by the actors or foreground objects, draws additional attention to the background elements, and will add more depth to the subject (0:11).

The adverts use of colour is very vivid and eye catching and I believe the saturation was increased, especially in this scene (0:18), to create more of a rich tone in the sense after the man learns how to solve his problem the use of colour grading was effectively used to create an impressionable visual change in the adverts mood. ii) Anti-Realist NarrativeThis type of advert is structured around the fictionally themed Ideas and creations more or less, because what occurs in the adverts would unlikely ever transpire in real life, that can also be described as seeming unrealistic or fake compared to the reality we live in. Now with that be said these types of adverts rely a lot on CGI in order to create something imaginative and unexplored meaning the use of a lot of experimentation that works against what we consider the “norm” thus producing a feeling of excitement, wonder and oddity. Even though it follows a fictional structure it is also still bound to some aspects of realism even though the idea is based on anti-realism. When faced with a product that maybe a lot harder to promote, this style of advert gives it more of an edge/ recognition. In the sense, creates or producers are unbound by their ideas of how can this product be advertised, but because of how unrealistic these types of adverts are, you wouldn't take it seriously enough or as much meaning it could use other emotions to get your attention or interest, instead of being serious.

Explain -5 seconds in to the advert it seems to follow a realist narrative, the opening scene is set on a beach with regular people sun bathing and overall enjoying the sunny weather but, 0:06 seconds in and the viewer’s get a glimpse of why this advert is considered an Anti-Realist Narrative.

A sudden change in the mood of the advert occurs due to a fictional subject introduced into the advert. In scene, a cheese string emerges from the ocean and is almost visually personified as being human like, understandably to better associate with the audience in terms of visual appearance. What this character brings to the advert is imagination, creativity and a lot of CGI, which opposes the idea of realism fitting perfectly into how this specific genre is not a realist narrative, but anti whilst still incorporating realism. Tagline - Eh, I'm Just Cheese. Timing and Target audience - Techniques, Editing and Sound - The animated subject was digitally created through the process of layering 2D/3D images in a sequence, this is how the animation was designed using CGI. Therefore, the first layer in this scene to be created would be whatever is in the background to what you seen the foreground, this include the different shades, tones of colour. In addition, because the advert is trying to mimic the sun, thus in reality the water must be seen reflecting the light from the sun creating a glimmering effect as well as toning whatever light touches the subject. All this is used in the advert so the subject looks visually appealing in its environment. In the advert there are a few cut in shots from when the cheese string emerges from the ocean like… (0:018) – This shows the viewers the reaction of the people on the beach, because without them you would not be reminded how strange or the humour in its appearance. Also the cut in of a monkey not only tells you the type of environment the beach is set in but adds to the humour of the advert. iii) AnimationThis type of advert uses a sequence of animations this includes illustrations and cartoons, often used to create characters that either promote a particular product or help influence its promotion. The term animation refers to 2D image sequencing, when trying to create more of a childish or immature impression on the audience this style of advert is recommended. Animation also incorporates a wide range of CGI techniques, used a lot of the time to create more iconic and well-recognised animations without featuring any actors. Another benefit this type of style offers is the ability to create 3D animations increasing its visual authenticity and making it look more appealing to viewers as well as life like.

The narrative of this advert is about two kids trying out new flora butter for breakfast, which they make for their parents anniversary, the product is also used to make buttered toast, and as they head up stairs, the children find their parents wrestling in bed (reference to sex) and all end up having toast together down stairs. I feel the narrative is trying to express eating or sharing this product with family, because of the tagline found at (0:39). Explain – Firstly this advert was removed from being aired by Ofcom, who govern what can be aired on TV and radio. The advert was found inappropriate by viewers due its reference to adult sex, thus also breaking watershed hours.

The advert itself is definitely trying to target younger audience members firstly because of the use of 2D animations, which are commonly considered most appealing to children rather than adults. Also I believe the demographics for gender are females specifically those with families of their own because the kids in the advert mention their mum more than their dad. I also think this this advert is stereotyping women because in society women considered to be more nurturing to children as well as providing and the males are thought to be works and focus on income of their family. Timing – 40 secondsTechniques, Editing and Sound - Compared to the anti-realist narrative example this advert is based on 2D animations not 3D and with that being said the anti-realist contained scenes of reality featuring real people but in this advert its completelyanimations. Another thing that catch’s my attention is the adverts use of bright colours and consistent tone of light throughout the video, meaning there is never a dull moment where the colour fades or light changes. iv) DocumentaryA Documentary advert is arranged very similarly to a documentary you may come across on TV. In some cases, documentary adverts can be sampled clips from actual TV Documentary programmes and are edited in to about 30seconds, along with music and a voice over either explaining their cause or how you can help. This type of advert is usually targeted at audiences to demonstrate what’s happening and in other words what’s going on. Documentary adapted adverts try to portray realism and aspects of real life events that can occasionally be parodied and referred to as a ‘mockumentary.

1. Describe advert -what is the product?What happens in the advert?
2. Explain what a target audience is and who you think is the target audience of your advert.
3. A series of paragraphs on some of the persuasive techniques used and their effectiveness.
4. 5. Conclusion -do you think it is a successful advert?Does it achieve its purpose and suit its audience?Why/why not?

Task 3

In this section, you need to discuss the relevant legal and ethical issues that surround UK television advertisements. Explain and provide examples of when and how each of the following legal/ethical or regulatory bodies’ impact UK television adverts. This can be submitted via a typed report or a presentation.

iASAASA- Advertising Standards Authority

The ASA have a particular job in confirming whether adverts aired in the UK are not advertising false allegations about that company’s product, this also includes lying to the public. One of ASA’s open services includes answering concerns as well as complaints from not only the public/ businesses and companies. In this case, an investigation will be held concerning that particular advert, if action is to be taken against the advert a ban could be either put in place or modified to be visually suitable especially if it is found to be misleading viewers, portraying harmful content or causes offense.

In regards to ASA advertisement rules and regulations, their main goal as a company is to ensure that majority of aired UK adverts are considered suitably responsible through research a meet this criteria. ASA follow five strands of their strategy which is to; Understand, Support, Impact, Being Proactive & Being Aware. To better make companies they generally authorise 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.

ii) OfCOMIndependent 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. 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. If you want to achieve a distinction, you need to apply comprehensive analysis. This means to compare, assess and discriminate your examples against others to create a deeper, more detailed discussion.

In this section, you need to demonstrate your understanding of audience classification methods for UK televisions advertisements. When creating a television advertisement the producer needs to be fully aware of its target audience. Discuss the following methods of audience classification and be sure to provide examples and CLEAR explanation as to the impact and influence on the production and delivery of a UK television advertisement.