Final TV Advert & Evaluation

Evaluation of Advert

Advert fit for purpose?

in our advert we did not appeal to the existing customers of Terry's Chocolate Orange. As they were usually eaten by women who are middle-aged, and the adverts that were done prior were usually played by an actor who were female. However in our advert we had young people playing as actors and it deferred form the normal idea of Terry's Chocolate Orange adverts which that the Terry's Chocolate Orange was meant to be shared as they separate into segments. In our advert we did not go with this idea, we went with the idea of one person enjoying the chocolate for themselves. So we may have caused the existing customers of terry's chocolate orange to leave or go to a different product as we have created an advert that may not be appealing to them. The new audience that we tried to cater to are between the ages of 7-17, so the advert was directed towards those members. We thought that our advert with a relationship breaking up, would cater to these people as they could relate or personally identify with it, as teenagers and children would both understand a relationship / friendship breaking apart it would mean that they understand more from the advert and so this would also cause them to being able to buy our product more.

Our advert subverted the conventions from Official Terry's Chocolate adverts in the past. as I said before The common theme that was running through the Terry's Chocolate Adverts were that the chocolate was to be shared and that it is a more 'family friendly' chocolate. This meant that our advert completely different from the adverts, our advert has only one person taking the chocolate and enjoying it for themselves, there is no sharing in our advert, so the theme of sharing is not followed, we also wanted to put forward a message that the chocolate was 'too good to be shared', which was also one of the slogans that we thought of initially to use. Also the adverts that were done beforehand were usually done with a female actor enjoying the chocolate, however in our advert we have 2 characters with the main character being male. this again goes against the original chocolate adverts.

We intended the audience to have personal identification, or possibly relating to the situation, as our target audience are teenagers this would mean that they would possibly would have a relationship themselves or possibly had been in one. This would mean that they understand the advert and so would lead to them buying the Chocolate that we showcased.

Clarity Of Communication

In our original pitch our idea was to have a 'orange fight' which two characters would have a conversation before hand and then they would have an argument which lead to the fight, however when we did our original pitch to the class, they brought up a significant point that we could not include an 'range fight' due to it going against the ASA and OFCOM rules on how to make a suitable advert this then meant that we had to change our idea for our advert entirely. The original pitch allowed us to reflect on our choice for our advert, and so we changed it to a more simple idea. That two friends would meet up, have an argument and then make amends with the chocolate. Also during our original pitch we did not use images a lot, and the pitch was quite text heavy, this meant that the audience were bored easily and also they did not like our idea very much, and we did have a production schedule at the end of the power point and as a whole our group did not do the pitch in a professional manner as we read off the board and did not face our audience directly. The original pitch was not very good and so we had to re-do it with our different idea this then lead to us having to create a new power point as one of our group members left.

I would have personally, used more pictures in our pitch, as we had a lot of text in it, and it did not engage the audience and explain our idea very well. Then also i would have faced the audience, as we all looked down at our notes or read off the board which was not of a good standard and would also make the audience not buy in to our idea and advert, our pitch was also quite dull as it was just a black and white powerpoint, and also our posture was not good as we were just leaning about, and most of us did not know the order in which the powerpoint was set in, do the original pitch was jumbled up and so the overall feedback that we received was very negative and we had to change our idea and also create a new pitch from scratch.

However the next pitch that we done with our new idea, was better in many ways and we improved upon the feedback that we received, we included more pictures firstly, so this made it more engaging and interesting to the viewers, we then also decreased the text massively in most of the slides, expect for the conventions slide where there was a bit too much writing, as we tried to explain the camera angles, shots etc. so there was a bit of writing. We also had more colourful background which was orange, which also suited our Chocolate because it is Terry's Chocolate Orange. We also beforehand went through all the slides with our group and selected each person to do slides so the new pitch was more structured and organised and everyone knew what slide they was supposed to do, We also had a better posture and better positioning and we also did not look at the board very much and memorised most of it.

Appropriateness  to audience compares to orignial intentions

Our original target audience were between the ages of 7-17, all races and both genders. We also went with a socio-economic class of B-C2. The way we appealed to our target audience was through humour and relatable situations. Our advert consists of 2 characters in a relationship, were the relationship is about to fall apart, and the other character asks for Terry's Chocolate Orange, however the other character does not have it, a 3rd character comes and gives the Terry's chocolate Orange, so the other character leaves the first character to go the 3rd character and the first character is left hopeless and in a sad mood. The other two characters and sit down with each other and are happy.

The way our advert will appeal to the audience is through relatable, as teenagers and small children will know that relationships do fall part and can either relate or personally identify with the situation and so they will understand the advert its content its idea and the message behind our advert, that the chocolate is worth more than any relationship, small children may just see it as a friendship so our advert works with old and small ages within our target audience. Making the advert relatable makes it more interesting as people will experience emotions if they have been in that situation and so it will make our advert more rememberable and so it will lead them to buy the Chocolate in the future if they do remember the advert.

The other way we are going to appeal to the audience is through humour humour is also an effective way of advertising as it will make the audience experience joy and happiness so it will make the advert more rememberable and also more engaging and interesting. The humour is towards the end of advert, with the sudden outbursts of the 1st character to when he sees the 3rd character, as he is desperately trying to keep a hold of his friend, but as she leaves him and moves away, he starts to be more upset, this would be funny for people who are int hat situations or through the acting and so it would create a laughable matter, as they will be laughing at the misfortune of the character. 'Schadenfreude'

Effectiveness of Techniques

The camera language in our advert was quite diverse, however some shots were not framed properly such as the shot when we filmed from the back at 0:17. As i move backwards my body is not in the shot properly so that has to be re-filmed. Also at 0:20 and 0:23 the camera is not properly adjusted as we cant see Marcelo's or Nada's head when, Marcelo is approaching the bench and when nada stands up and walks away. These are also scenes that beed to be re-filmed as they are from my point of view in the advert.

The shot reverse shot at 0:10 seconds allows the audience to see both of the characters views and expressions while they are talking, so they can see what emotions the two characters are going through and allow for the audience to sympathize or empathize with the characters in those situations as it is a relatable situation that our target audience know or may have experienced in the past. The shot reverse shot also allows for the conversation to go more smoothly and also, if there was no shot reverse shot, and if we was only looking at one characters point of view then it would be boring for the audience as they would not see who the other person that they are talking to.

The Medium close up at 0:29 near the end of the advert, shows the main characters last scene where he says he will '' buy the Terry's chocolate Orange' if the other character comes back, this shows the desperation and the voice acting allows for the character to appear sad and upset about the situation adding more realism and also allowing the audience to see the emotions and either laugh at the character or relate to the situation. The camera shots engage the audiences by triggering emotions within them and so making the advert more rememberable, which in return could lead them to buying our product.

The point of view shot, and a close up of the Terry's Chocolate Orange at 0:21. This allows the audience to clearly see the product that we are selling and it is quite clear to the audience. This will create an image in the audiences head, and will make them remember the advert, and so they will link the 'humorous' advert to this chocolate and so will lead them to buying it, as the advert has created a lasting impression. Also the Chocolate is seen at the end of the advert at 0:30 with the slogan and the chocolate at the front, the font that we used from the graphics of the editing software allowed us to closely match the font that we chose with the Chocolate's font. The graphics are also in the colour orange to suit the theme of the chocolate and also to suit the font colour on the wrapping of the chocolate. We also had quite medium - fast paced editing, this was because we had to fit in all the scenes in a 30 second time frame, so we had to shorten most of the scenes that we filmed.

Effectiveness of content

The idea of our advert was that we tried to portray the chocolate to be superior to anything in the world due to it being so tasty, so we went with the idea of a relationship very close to finishing. The two characters meet and greet each other at 0:6 seconds. Then the 2nd character proceeds to ask for the chocolate, we also done this to show that the chocolate is the only way of probably maintaining the relationship between the characters, and so we also tried to portray the Chocolate as a possible 'fix' to everything, so the chocolate can be viewed in both ways by the audience. 

The main character does not have the Chocolate, and so the other character gets angry and so the audience could understand this part as the relationship officially breaking apart. This between 0:12 and 0:15. 

Afterwards the 3rd characters comes in, with a point of view shot from the character, the 3rd character does have the chocolate, then offers it to the 2nd character. This then prompts the 2nd character to leave the main character and start a possible new relationship with the 3rd character. This is during 0:18 to 0:26.

This then obviously upsets the main character who then tries to repair the relationship, by promising to buy the chocolate. The 2nd character obviously does not listen and bids farewell to the main character as the Chocolate is more important than the relationship that they had. This is the message that we originally wanted to get across to the audience that it is very tasty so that it is 'Irresistible and Unregrettable' trying to say that the chocolate is irresistible as the 2nd character could not help herself to not going with the chocolate and unregrettable that she regrets nothing by leaving the main character as now she has the chocolate to enjoy. 

The thought process behind this idea, as a group we actually changed it. We originally went with the idea of the Chocolate breaking up an argument between the two characters, however we thought this was either too simple, over used or cliched. So we decided to subvert from the original idea of the Chocolate mending a problem / situation we decided to twist our original idea into the chocolate being the cause of a breakdown of a relationship, due to it being the only savior and the main character not having it. The thought process behind this was to ensure that our advert was unique and that it subverted form the official Terry's Chocolate Orange adverts, so that it could stand out and grab as many viewers attentions as something out of the norm is happening which is guaranteed to turn heads and create a memorable moment. 

We thought that the twisted idea would suit our target audience more, due to our original idea being that the Chocolate breaking up the argument and repairing the friendship between the two characters, we thought this would appeal to an even younger age, due to children under the age of 10 not really understanding relationships, this would cause them to be confused and not grasp the full element of the advert, as children in those ages always leave and become upset with another so they would not understand the message that we was trying to get across. So the updated twist version of our advert allowed of us to appeal to our target range of 7-17, especially 12 years and above as they would understand the relationship between the two characters falling apart and the cause of it being that the character does not having the chocolate would be relatable and cause emotions within the audience that will engage them further into the advert and possibly cause them to buy the product.

Effectiveness of Conventions

In our advert we primarily used Humour, as humour is an effective way of advertising. Although we did not intend it to be funny, we thought we could make it a more relatable type of advert so people would understand the situation and personally identify or sympathize with the characters. However through the acting and the general idea most of the audience that watches, the advert finds it to be funny as the main character tries to keep a hold of the relationship that has ended, and so it makes our advert more rememberable as it will create an image in people minds, so if they went to buy a Chocolate next time they would remember that they laughed at a Terry's Chocolate Orange advert and so would most likely lead them to buying the chocolate. Humour can last a long time and can trigger happiness and joy, which will then trigger emotions inside people so they will link The chocolate with happiness or joy and so they will want to buy the chocolate if they have linked the chocolate with those emotions.

Although we did not intend for our advert to be dramatic, it could also be perceived as one, as there is a dilemma between the two characters and so could create a 'drama' feel to it. Drama can create a feeling where the audience in involved in the characters for a long time, drama adverts usually work for a series of adverts where there is one interlinking story between all of the adverts, however drama in a single advert can also cause social interaction afterwards as there will be no continuation of the advert, so people can always talk and communicate about the advert and come up with their opinion, as we technically had an open ending at the end of our advert, people could discuss our advert further and so create more publicity for the advert and the chocolate its self as well. Our advert would allow for more people to talk about it, wondering about what happens to the characters afterwards. also another convention would be Narrative, that we followed a certain narrative structure to create a story line with a start, middle and end, so that it is easier to follow and understand and creates a climax so that the audience can be more engaged into the advert.

Impact of work 

The message that we tried to get across in our advert was that the chocolate that we was advertising, Terry's Chocolate Orange was that tasty and nice that it is superior to any thing in the world which then causes the breakdown of the relationship in our advert as the 2nd character leaves the 1st character due to her being offered chocolate, the chocolate is superior and so it is 'unreggretable' show-casing that the chocolate is better than the relationship and that the character does not regret anything, due to her having the chocolate now. In my opinion i think that the message that we tried to get across was a clear message and i don't think that people will come up with a different idea to our advert, as we tried to show the chocolate being the better of the two as the 2nd character clearly chooses the chocolate over the relationship, and leaves the character for the chocolate. so i think as a group our message was clear and did not have any 'ifs' or 'buts' to it.

I don't think that our advert is misleading, it does not have any parts that would cause people to think other wise as it is a simple advert and there is not misleading parts to it, we don't have any parts in the advert which advertises the chocolate in a way that it is not in real life, we are just trying to prove a point that the chocolate is very tasty and so therefore superior to anything else, such as relationships or friends for the younger audiences. So therefore i don't think that it would mislead or confuse anyone into doing or believing something that we did not portray, and so our advert would not be under the review of the ASA because we did not include violence, bullying, swearing, and we did not promote over-consumption or unhealthy eating in our advert, as we did not have any of the characters eating the chocolate so it could not be shown in that manner, our advert is based upon the chocolate being the 'best' thing in the world and so therefore it is worth leaving and breaking up a relationship for.

Technical Quality

In our advert we only used the equipment that was provided to us by the school, which was a tripod, camera, and editing software on the computers. We did not have any extra equipment, The camera was used for filming all of the scenes, we did not use the tripod very much, as we found the hand-held camera to be better at setting up shots and angles, and also allowed the  cameraman to move about more freely and do the shot-reverse-shot effectively in our advert, getting the right height and angle would be harder with a tripod, especially height as the characters were sitting on top of a bench and so the tripod would not be able to reach that height. The tripod allows for a more stable shot, so the camera and the scene looks less jerky and shaky, but our cameraman was quite stable while holding the camera and we had no issues with technical things such as the camera not working or the image quality not being good. 

we filmed in the park, which firstly created the problem of not being able to find the same location every time, as it is a public place and so can be used by anyone this would mean that we had to wait for them to leave or find a new spot, which could then waste our time but, we thought that it would make it more realistic as people would be around and so make it seem less scripted and a more relatable advert, as this was our aim. Also another problem that the location created was that we had to wait for people to walk along so that we could set up the next shot, or confer with the shooting script, this meant that we had to move the camera frequently and so had to wait for people to walk by, again this was a bit of time wasting. These were the problems that we faced while filming in the park, although i think that it had a bigger benefit and impact to our advert that the disadvantages were not such a big problem, the park adds more realism and in depth to our advert as it is not just a basic location, the park was also selected because it is near to our school so shooting the scenes required would be easier and sticking to the production schedule would mean that every group member could easily get to the location, 

The 30 second time limit to our advert, meant that we had to tweak a lot of scenes and make them short so that it would be in time for, this created also a problem for the slogan and voice-over at the end of the advert as it was to short at like 1 second, so we had to further tweak other scenes to scrape of milliseconds off in order to make the last scene a bit longer so that we had enough time to say the slogan and have a good shot of the chocolate in the end, also the 30 second time frame meant that we had to make our advert idea simple and not create a narrative that would take very long or complex ideas.

Aesthetic Qualities

The mise-en-scene in the advert was quire simple, we just used regular clothes for our characters, what they were wearing to school that day, so we did not have any extra costumes or props to worry about, the props that we used were obviously the chocolate that we was going to advertise, We did not have any extra props, and the location was in the park which we had no control over, so the mise-en-scene in our advert was quite simple. The way it impacted our advert was that it made us have to be as creative and imaginable as possible to make an engaging and interesting advert that would stick to the viewers minds. 

The location that we picked was shown as to be a 'nice' ''peaceful' place in the advert with the last shot in our advert which the chocolate in the front and the characters in the back looking happy together, so the location was represented in a good way. This was done in order to set the scene, and make it a viable good location so that it could look better in the advert, as means to where children and some teenagers would go to have a conversation.

We used all natural lighting as we filmed out in the open in a park, this meant that we had no control over the weather and the sunlight, so there is a  slight continuity error where there is a lot of sunshine on the characters in one scene, then int he next scene there is not as much lighting, so we could be graded down due to this slight error, which can impact our advert to make it look more unprofessional. The sound in our advert just consisted of the dialogue between the 2 characters, and also the voice over at the end with the slogan being said, we did not add any music or sound effects to our advert, as we tried ot make our advert seem realistic and a 'normal day' situation so adding music or sound effects, i think in my opinion would take away the authenticity and the 'seriousness' out of the advert, we originally was going to put music in our original advert, but since we changed the whole idea we did not include any sound either, this impacted our advert in a way that the audience could get bored as they would just have to listen to dialogue, where as other groups did include music in their adverts to make it seem more joyful and 'happy', so the audience could prefer their advert over ours, but all the adverts are different in theme and idea, so music would not have suited our advert, as we couldn't find a music that would suit the theme and also where we would put the music, as it was only a 30 second advert. We did not have any special effects in our advert, due to us not needing them, as our advert was not a surreal advert, so special effects were not needed, we could not have placed any special effects during our advert, except for possibly making the chocolate look bigger or catch the eye by playing with the lighting effects, but we did not do this, we used graphics during our advert at the end, with a similar text to the chocolate and also we made it orange to suit the theme of the chocolate, the graphics that we wrote was the slogan of ' irresistible unregrettable ' which goes with our advert's theme of the chocolate being irresistible, and so the she leaves the other character for it, and ' unregrettable ' meaning that the character regrets nothing by leaving the characters, as now the chocolate is the most important factor in the advert.

The Characters were represented in a way being the 'average' teenager, The main character was wearing a t-shirt and a tracksuit bottom, so it was casual wear just as teenagers would wear, this represented him as being an 'ordinary' person as he was just wearing clothes that do not exactly stand out and they are more for comfort rather than looking 'good'. So this could possibly imply the fact that the character care about his comfort and rather than going through hard 'situations' that a relationship could bring, or that the character is laid back and possibly has a ' don't care ' attitude. The character also through his acting and tone of voice further enforces this, as the other character asks for the Terry's Chocolate Orange, and he replies with a simple ' No, What orange? '. The 2nd character is represented as a normal teenager as well, by wearing normal casual clothes as well, and they are all black, so it could represent her as being the more serious person in the relationship, she also enforces this idea by the shot-reverse-shot as she says ' Are you serious? My Terry's Chocolate Orange ' She says this in a annoyed tone as she is fed up with the other character during the relationship of his 'laid back' attitude, and so this was the final nail in the coffin as the character does not have what she wants. The 3rd character is represented as being more 'smart' and 'well dressed' person, as he is wearing a shirt, which implies that he cares more about his outfit and is a more caring and a 'perfectionist' as he works out every angle before making a move, a long-term thinker, also he is polite with his speech as he offers the chocolate in a kind and caring way, where as the main character usually speaks in a rough and informal way, when he sees the other character he says ' who's this? ' and when she is leaving him he says ' where you going? ' So there is a big difference between the two characters in their speech, also at the end of the advert, the 3rd character gives her a small bunch of flowers implying that he is a more caring and likeable character as he will 'treat' her right. The 3rd character is generally a more likeable person as he has the traits of a 'gentlemen' he is represented in a more 'professional' way.

Unit 30 Research log

Locations For TV AD

The location that we will be filming is in the vauxhall park near the school,  this is because it is close to school and so everybody will be able to get there and it is also outside which allows for more realism as there will be other people around as well, making the advert more real and allowing us to film in a open space meaning that we can have more space to set up shots and angles etc. Also the park is a good location as most children go to the park and they can relate to it as they would spend most of their time there.

TV Pitch PPT

Cast List for Advert

Weekly Production Log 3

Weekly Production Log 3

In this week, as a group we went to our location and filmed most of our advert, we got the main basis and the idea of our advert, we had to film without one of our group members, she was one of the main characters but we found a replacement and filmed in the vauxhall park, we filmed most of our scenes, however some of the shots were not good and in the editing process we saw a few continuity errors so we are going to have to re-film those scenes and have to edit them by the end of this week, so that our final advert is complete. we still have to think of an slogan to go with our advert. We received feedback from our class and so we are going to try and shape our advert according to their feedback to make it as good as possible. we will be filming this Thursday on the 19th of may, and we will correct all the mistakes we had and make sure that we edit it by Friday and give it to all our members so that they can upload it to their blog and so this unit will be finished.

Weekly Production Log 2

Weekly Production Log 2

In this week, we as a group finished all of our pre-production paper-work and have agreed to film on a specific production schedule that we made together. We also had to re-do our pitch due to it not being of a good standard, so we have to create our powerpoint against rom scratch with more pictures and less words and also divide the slides equally between the 4 of us as one of our members left the school. We finished the powerpoint and we are waiting for a opportunity for all of our members to be available so that we can re-do it, the filming should be done towards the end of may and we can edit and be finished at the start of June so that we can finish this unit. We also done a draft film with only Daniel as the other group members where not here, so me and Daniel went to a classroom to make a draft of our film and then edited it to have a rough draft and idea of what our actual advert was going to look like. This allowed for feedback on our advert so that we could actually improve on it in the real thing, such as the argument in our draft not being 'heated' or emphasised enough so we had to think of a different argument that we could use to show an argument happening instead of just arguing about coursework, we started to film int he park and found a location that we would use and though about the shots and angles we would use, we are trying to stick to our shooting script with all the shots being followed closely into what we wrote beforehand.

Production Schedule

Prop List

Voice over script

Budget

Shooting script for TV AD

Weekly Production Log

Weekly Production Log

In this week we discussed our group's advert, and what we would do with it. we decided to do it in the vauxhall park, as it will an open space and it is very close to school so we can easily film after school, and everyone can travel there easily. our actors are going to be Marcelo, Anastasia, me. and our cameraman is going to be Daniel. we changed our idea from the orange fight to make there to be an argument and then the chocolate would solve the problem, as the previous idea goes against OFCOM regulations of portraying violence so we had to change it the problem with filming in the park that is that it is a public place so people will be waking by etc. so we would have to wait until they walk past etc. so this may delay our filming but it should not hinder a lot so therefore the best location we thought was to the park and the bench. We are going to act in our film so we will not have to get other actors so this will allow us to film quickly, as everyone would be available. we went through all of of our pre-production work and made a production schedule so that we could start filming according to our schedule and edit towards the end of may, we started to film last lesson and we got two scenes filmed but we had to go back to school, but we will film the other scenes later.

Final Pitch & Evaluation

Pitch Evaluation

In our next attempt at our pitch, due to our other one being not good enough, we had to do the powerpoint all over again as the previous powerpoint had been done on an members account that left the school. So as a group we made the powerpoint again with more pictures and tried to limit the writing so that we could receive a better grade for it. We done all the slides and included a orange theme in the background and included the picture of our actual product.

In this pitch we received more positive feedback and was told that it was way better than our previous attempt, however we did not include a slide our target audience and this one aspect that we could of improved upon, as target audience is vital to any pitch and selling a product so this one one thing that could of been done better, also during Marcelo's healthy eating he could of talked more in depth about what we would do to promote healthy eating and also he just said the allergies, and did not go in depth on them either. also the tv conventions were not done in depth as he just stated some of the techniques and shots we would sue without really explaining why and the reasoning behind it.

We also did not include a slide with market research, this is also another problem that we could of addressed as we could of just asked people what they would like to see in a Terry's Chocolate Orange advert and got some of the idea's and placed it on our advert as well. since we did not have this slide what people could what did not influence our advert of pitch. we presumed we would know what most teenagers would want as we are in the sae age as them. we decided not to include any music so it would not be biast or favouritism towards a specific group of people enjoying a certain genre of music as we thought this would isolate other groups that did not like the music that we placed in our advert so we decided to keep it natural and not place any music.

In the advert we included more pictures which was a positive as we did not include many pictures in our previous pitch and also we did not look at the board as much this time as we all knew our slides and as well and most of us had something to say in every slide so we improved on that aspect from our previous one. Also we reduced most of the writing from the previous pitch and tried to speak to the audience rather than just reading off the board i think our body language was good and we faced the audience directly and we did not fidget or lean to a side which was good in the presentation. this made it better looking and seem more professional, also we made a better looking powerpoint as the previous one was just black and white where as this time is thad a colourful orange background and more images to engage the audience so that they could be more interested into our advert and out chocolate as terry's chocolate orange.

The existing Terry's Chocolate orange adverts, did not really influence our advert idea, as they had more budget, Our target audience are both genders 10-17 . We thought this would be the optimal age-range as they would want to eat the chocolate orange as it would appeal to them, and also they would have £1 to spend on a chocolate orange if they wanted one.

The time and channels we decided to place our advert was around the 3-5 time slot, this is because this is when children and teenagers will come back from school and so will watch the advert and make them want to eat the chocolate. The channels that we will place our advert will be channels that primarily kids and teenagers watch, like E4, Dave, and ITV.

i could of talked about the scheduling a bit more and developed on the prices of placing and advert as i could of said what times cost how much and what would be the best channel to place it on according to the time, prices and channel and also i could of talked about the programs which our advert is coming to go after as we just roughly said a time zone without specifically talking about when.

Risk assessment for TV advert

Job Roles for TV advert

TV AD Techniques

ADVERTISEMENT STRUCTURE:  Overt

PRODUCT: Money super market

AUDIENCE: Both genders, All races, ages: 20+

SC: B2-C

In this overt advertisement the product / service being shown to the viewers very clearly. This can be done in many ways and within this advert is done through the product appearing at the end of the advert. the advert is memorable and so it sticks in the audiences mind and so makes them remember the service when they hear the song or the dance moves This is an effective way of making people remember the name of your company and thus the service you provide.

This is aimed at mainly adults as car insurance is highly important and so being able to compare all deals presented to them with one website provides practically and usefulness and thus the audience the advert is aimed at can now know where they can find the best deals. This advert ensured people know what website to go to, as the logo is clearly visible at the end and the song may cause the audience to remember and thus lead to them using the service.

ADVERTISEMENT STRUCTURE: Emotional Response

PRODUCT: Sainsbury's

AUDIENCE: All races (mainly white), both genders, age: 22-50

SC: B2-C

This advert from sainbury's aims to use the first world war and the resulting 'Christmas truce' between the German and British armies, to try and trigger a emotional response from the audience, in order to use 'nostalgia' or possible sympathy for the soldiers at that time in order, to portray their brand and use Christmas as well in order to promote sharing and thus show their brand in an positive way, Using emotions can be very effective as they are directly linked to the brain and thinking, and thus using emotions is a very effective way of remembering, and so making a 'sad' advert means that the audience will remember the company that made the effective advert, and thus be inclined to use their products, or in this case, use Sainsbury's for their Christmas shopping. 

The advert essentially is showing the 'power' of Christmas to unite people, and promote sharing, as the 2 soldiers in the advert exchange gifts and then the slogan of sharing appears, and then finally the logo of sainsbury's to create a lasting image, and show to the audience, the emotional side, being that Britain being involved in world war 1 suffering huge casualties and thus the emotional factor will come into effect and result in more people shopping from Sainsbury's.

ADVERTISEMENT STRUCTURE: Celebrity endorsement

PRODUCT: Apple Music

AUDIENCE: Both genders, all races, age: 15-19

SC: B2-C1

Adverts we see on television are usually accompanied with a celebrity hosting. This is beneficial to both company and the hosting celebrity. Directors can use celebrity's on their advert in order for the target audience to recognize the celebrity and buy the product. Celebrities on the other hand can use advert to increase their recognition, possibly for the additional revenue, but more importantly to improve their image and branch out to a wider audience that would result in more people buying their music etc, or to expose them to the artist if they did not know it, the use of the artist Drake in this advert means that fans of Drake will be inclined to use Apple music to, as they would look up to Drake, or want to be like him resulting in more sales for apple and the app that they use, also there is an essence of humor due to Drake not being able to lift the weights, as he is too invested into he music he is listening to, which would also cause audiences to remember it more and thus be incentive to use the product shown in the advert. 

ADVERTISEMENT STRUCTURE: Subliminal

PRODUCT: KFC

AUDIENCE: Both genders, all races, age: 15-27

SC: B2-C1

Subliminal messages are often embedded into adverts for many reasons.The main reason  being they allow the audience to either be impressed, or to be happy through understanding the hidden message the company has done, and so want to buy the product that is advertised..In this advert, although of poor image quality, shows a dollar in the lettuce of the burger, this is a subliminal message, as it is not clearly visible unless it is zoomed into, the subliminal message allows for keen eyed viewers, to see and decode the messages, gain self esteem and possible confidence as they worked out the 'secret message' or 'puzzle' this is an effective way of advertising as in this advert it could also represent the price of the burger, due it it being 99 cents, which is basically a dollar, it could be that people seeing this message, will also then remember the cheap price of such burger and thus be inclined to buy the product, also the use of the audiences mind, will mean that the advert and product is more memorable as they had to actually think or spot the message that was included in the advert, and so it will be in the memory of those who had found the subliminal message. 

TV AD Styles

Advert structure: Humor

Product – MAC computers

Target audience: Both genders 18-35 Socio-Economic Class: A- C2, All Races

In the Advert for MAC computers, it starts off man standing, He is advertising Mac’s and saying how good they are, however then on the left side of the screen a bloated/ stuffed man starts walking over slowly and it is quite funny to see a man so big trying to walk and speak at the same time, The Lighting is artificial and there is a clear white background allowing us to see the people clearly and laugh at the ‘bloated’ man struggling to reach the other person. The Whole purpose of the advert was to represent the people as the computers them selves, so the relatively skinny man was supposed to represent Mac computers which only have what is necessary, where as the Windows computers are stuffed with lots of unnecessary tings that makes hem slow and useless, and of course the bloated man is supposed to represent the Windows computers.

The Mise-en-scene in the advert is also used to make the bloated person to look like Bill Gates, who is the creator of windows software, and so it can allow the audience to recognize and laugh at how they have tried to represent Bill gates and his computers.

By Making a ‘humorous’ advert is engages the audience by making them laugh and so it is memorable, as the bloated man will stick in their head the next time they go to buy a computer and it may divert them from buying a windows computer due to it being represented slow in the advert, and they will most probably buy a MAC computer instead.  In my opinion the advert is effective, as it allows the audience to see what a ‘physical’ view of the computers would be, and making them easily identifiable people who can clearly show a contrast, allow the audience to see ‘in depth’ of what the computers are.

Advert Structure: Surreal

Product: Skittles

Target Audience: Both Genders. 10-25, Socio-economic Class A-E, All Races.

In This Advert the man has the ‘Midas’ touch, but instead of everything turning to Gold it turns into skittles, The other characters ask him to touch the stapler and it turns in to skittles, the other characters say its ‘’Awesome’’, the Man then speaks about how he cant hold his Baby son, and how he shook a mans hand in the bus today and it turned into skittles as well, which is quite sad, Through his Dialogue it allows the Audience to see the ‘misery’ of the man.

The man then proceeds to answer a phone call, forgetting that he has the Midas touch, the phone of course turns into skittles as well, adding humour seeing the struggle of the man as he cannot do his job properly, The man then gets angry banging his fists on the table, the table then turns into a lot of skittles spreading everywhere across the office. The Graphics of the Advert allow him to make everything into skittle sand it is a funny way to advertise skittles as people would want the power to create skittles anytime they want, but also the disadvantage of not being able to actually touch something that you want to.

The surreal advert allow the producers to be creative and make things that are impossible in real life, to catch the audiences eye and make the audience interested in the advert as it is not something that they would see in a ‘normal day/advert’. In my Opinion the advert is very effective as it shows the Pros and Cons of having the Midas touch, and it is also funny by having a funny end, as there are lots of skittles flying everywhere.

Advert Structure: Parody

Product: Facebook

Target audience: Both Genders, Socio-Economic Class A-E, and All Races

In the Parody Advert, they are initially making fun of the Facebook Advert, By talking about the new features, however by representing them in a bad way, by just showing the bad sides of the new advert, The Lighting is artificial with a white background, as many ‘serious’ companies do with their interviews, however the interviews in the parody are not really advertising Facebook, and in fact are criticizing it by showing examples of Facebook and how useless it is.

The Sound in the advert also plays a huge part; during the text messaging part they use the easily recognizable Facebook pop-up sound to engage current Facebook users, who would know what the sound connotes to. The sound is repeated constantly as the other person is clearly being ignored and is trying to start a conversation by constantly sending messages to the other person which is making fun of Facebook’s chat feature.

The Parody Advert is effective it allows the current Facebook users to see what Facebook is in general, and it also makes fun of Facebook and has humour so that the audience can laugh and see the ‘truth’ behind Facebook. In my Opinion the advert is very funny and effective as it can be almost like an ‘Honest’ trailer.

Advert Structure: Dramatic

Product: Yellow Pages

Target Audience: Primarily Male 20-40. Socio-economic Class B-E, All Races

This Advert is Dramatic, as it start off with a uncle, believing that he can cut his neice’s Hair, This can firstly relate to brothers/uncles who have been in the situation as well, The haircut turns out to be bad, the mother comes back, the uncle/brother acts like he didn’t do it and blame’s it on a random hairdressers, By using Yellow Pages, he finds a Hairdressers, The mum is sitting inside the car, The uncle goes in the shop and acts like he’s asking for a refund, arguing etc. But he is actually saying he will pay them double money if they accept the ‘blame’.  The Shot-Reverse-Shot at the start of the Advert between the Uncle and Daughter and allows the audience to see how the dad is confident as many Men are, and laugh as they could be some personal identification.

TV AD Forms

ADVERTISEMENT STRUCTURE:  Realist

SERVICE: PPI advice line

AUDIENCE: Both genders, all races, ages: 20

SC: B1-C2

In this advertisement it for services that will accordingly help customer who are eligible for payment protection insurance (PPI) the advert is in an informative way as it involves money and legal issues, along with dealing with large scale multinational banks. These adverts give the audience help lines to call in order to see if they can use the services and receive money if they win the case. The advert just seems to inform the audience, it does not use any other codes or conventions to try and attract the consumer, the 'seriousness'' of the matter is expected to make sure that customers use their service, hence why it doesn’t have any special effects or use of music, sound or humor. The advert is direct to the point that they are trying to get across. The man in the advert is dressed formally and is speaking in formal English direct to the audience, 

ADVERTISEMENT STRUCTURE:  Anti-realist

PRODUCT: 

AUDIENCE: Both genders, any race, age: 14+

SC: C1-E

These types of advert are anti-realist, and so in essence, go against reality and what you would normally expect in an advert, this skittles adverts, the use of skittles to represent 'chicken pox' is obviously not possible, yet the advert is memorable, there is clear use of special effects as to make the skittles appear on the characters face. This then creates a memorable image in the audiences mind, as they would remember the humorous and anti-realist advert, as it is not of the norm, which then results in more people being exposed to the product, and the company. 

The logo of the company is clearly visible at the end of the advert, which would create a lasting image on the audience, due to it being a 'weird' advert it is more effective in grabbing the attention of the audience. The advert with its out of norm conventions and humorous aspect is an attempt to try and catch the eye of the viewer and get them interested into the advert and to make them continue watching the advert, thus towards the end to show the product that is being advertised, showing the product first would be counter-productive as the audience would be bored or know that it is an advert and thus may switch channels in order to try and avoid the advert, however making an interesting and weird looking advert it leads to more potential viewers.

ADVERTISEMENT STRUCTURE:  Animated

PRODUCT: Fanta

AUDIENCE: Both genders, all races, age: 6-13

SC: C1-E

This is advert is animated, so it does not involve any actors, this then allows for the producers of the advert to create an advert that is not bound by actors or reality, as the animators can create an advert through computer animations and thus create an advert that suits their imagination or their idea, the process could be quite long, but it allows for creativity and freedom for the producers, also to portray the things in this advert it would require a lot of effort, and could possibly not be accomplished, animations can also appeal to children as they are used to watching cartoons etc, so in a similar format it would be more enjoyable for children to watch, although i do doubt that fanta's target audience as children, more so teenagers and adults, as they would have the spending money, and also the freedom, as children are heavily dependent on their parents.

The reason for opting for a animated advert form, is that, the producers can display their product in a way that they could not in real life, this advert in particular also would not suit real life actors, and the use of skateboards, very large speakers on cars, and fanta dispensers are very hard to find/create, where as with this animation, these can all be accomplished as well as adding music to the background to suit the style and theme of the advert.

ADVERTISEMENT STRUCTURE: Documentary

SERVICE: NHS

AUDIENCE: Both genders, all races, ages: 20+

SC: All

This documentary style advert is by the NHS, to make sure people stay warm during winter, this style of advert suits the message they are trying to get across, by showing medical experts in the context of an interview it makes it a documentary style advert, the medical experts give advice and tips on how to stay healthy, this makes the advert more believable as the viewers will see that the advert is being done from the viewpoint of medical experts and thus will be inclined to follow their advice and do what it is necessary as the health risks that are stated in the advert, can be developed and thus, cause serious problems.

The theme for the advert is in a calm structured way, with various medical experts giving their own opinion and their advice on how to stay healthy in the winter. The overall message is quite serious so the mood may seem to be a bit dull, but the 'seriousness' is the main aspect of reaching out to the audience, as it is not humorous or does not try any other technique to gain the viewers attention, and rather resorts to assuming that the audience will listen to the advice given, and follow the instructions given, the interviews allow for different perspectives and this makes the source more reliable as it is given from different view points, that all relate to the same topic, and the same outcome.

ADVERTISEMENT STRUCTURE: Talking Heads

PRODUCT: Adidas

AUDIENCE: Male and female, AGE: 18-34 all races

SC: B1 and below

This is similar to celebrity endorsement, where known/famous people are inserted into an advert to gain recognition, more potential viewers through the fans of those celebrities, and thus extend the brand's reach to more people, then if it was just a plain advert displaying the product, also showing the celebrities that use their products inspire their fans to do the same, buying and using the same products as their potential role model, may make people feel happier about them selves, the advert is beneficial to both parties, the celebrities receive more fame and exposition, and the producers can boost their sales by using a public figure to promote their goods. 

In this advert there is use of many different celebrities and public figures, the celebrities that i have noticed are: Bale ( Footballer) at 0:05, Messi ( Footballer ) 0:06, Rodriguez (Footballer) 0:16, Benzema (footballer) 0:42. There are possibly more professional sports players, in the advert that would appeal to different demographics and locations, as for instance, basketball is more popular in the USA so they could be able to recognise the famous players there, there are a variety of sports shown to cover a wide range, and so to appeal to more viewers as possible, also the use of the slogan: ''Good things come to those who take it'' shows a strong message, as to promote to the viewer that  by using their products they can use it to their advantage and to get 'good' things in their area of sports. The logo is then visible at the end of the advert, for the audience to know the product. 

ADVERTISEMENT STRUCTURE: Series

SERVICE: BMW

AUDIENCE: Both genders, any race, age: 20-40

SC: A - C1

This series of BMW adverts are emphasizing on the fact that their cars are all made in real wheel drive, and rather than other companies opting for front wheel drive, the series of adverts aims to show the BMW being unique and different, the series of images, showing animals with their back limbs onto their front creates a strange and shocking image, with the little slogan on the bottom right that states: ''That's why we don't have front wheel drives'' The series of adverts is effective as it means that people can see the different images, create a link to the previous adverts they have seen, the use of the strange looking animals also draws attention to themselves, only to see the the BMW logo at the bottom right. 

The images of the animals with their limbs on the back, would be done through a computer with either special effects or Photoshop, the images in a series, almost represent the cars as to be the animals, as the power is given from the front wheels in front wheel drive, and thus the animals are represented as having their more powerful limbs on the front. Where as in rear wheel drive, the rear wheels provide the power and acceleration where as the front wheels do the steering. Most small cars and 'family' cars are front wheel drive, with relatively less power, and thus why the video advert says at the end the ' ultimate driving machine' more so representing the 'sportiness' or 'speed' of the car or brand.

ADVERTISEMENT STRUCTURE: Stand Alone

PRODUCT/SERVICE: AMD graphics cards

AUDIENCE: Primarily male, AGE: 20-30, all races

SC: A-C1

This is a stand alone advert from AMD, who is advertising their new graphics card, this is not part of a series, and it is it's own advert. This in essence means that is is the debut advert for the product and possibly the brand. The advert's lighting is very dark and it is used effectively to just show the product on the left side. The use of dramatic music grabs the attention of the viewer, and leads them to be interested in the advert, this is a quite specific advert directed more towards PC gamer's as to upgrade their graphics card, to be able to play better quality games. Hence why it is a stand alone advert as it does not try to appeal to a wide audience and is specifically made for the audience that would be interested by the product.

The product is shown in various different angles and when it is working with the fan, to show how it would operate and the possible potential customers may want to see it in action or see the dimensions, etc. The brand logo is shown at various times and lastly at the end with the slogan to create a lasting image on the viewers, the company is not trying to memorable as it is already known within the market, the advert seems more of a reminder and introduction on their new product onto the market, as to make the customers aware of the product while also, possibly as a secondary target audience to reach out to potential customers as well. Stand alone adverts are effective in this way, as to make a quick advert reminding of their products with minimal time.