Task one
In this report I will write about the variety of structures and techniques used in different adverts I will also look at the characteristics of products and services, the regulation of advert and explain what a rate card is but first I will explain the different techniques used with examples.
Realist
This advert for life insurance portrays a situation that could potentially happen. These types of ads are done so people can see the potential problems that could arise and see an alternative. Having a subject that could occur in one’s life draws the audience in. However, the only down side to realist ads is that they aren’t very memorable.
https://www.youtube.com/watch?v=Zu-DqqsRmfw
Anti Realist
Anti realist is the opposite of realist it shows unrealistic situations that will never happen or be seen by an audience in real life. This is done to create humor or drab the attention of an audience. These types of ads are very good at entertaining and audience.
https://www.youtube.com/watch?v=RhtGBaEOEVs
Animated
The john Lewis Christmas animated advert showed the story of a hare and a bears friendship. this advert was made by combining 2D hand-drawn animation, stop frame, and 3D model-made sets the disadvantages about making a animated advert is that they take a long time to produce and can be expensive. The advantages about having a computer generated image (CGI) is that in the advert we are able to see what would be impossible to capture.
https://www.youtube.com/watch?v=XqWig2WARb0
This advert was made by creating each frame then putting them in a sequences that has been speeded up making the illusion that movement is happening.
Documentary
The “Think” advert is a documentary advert that is informative and makes people really think about the way they do things like for instance, in the ad it shows a collision between a car and a motor bike the edits is fast in this particular scene in the beginning when the scene starts off in the car on a road and the camera is placed as if it a passenger seat in the car then when the collision happens then the scene changes to the road outside the car at this point in time the camera comes across as being shaky as if it a view of by stander. Having it look as if the audience it watching what is happening really makes them see that it could happen to anyone and it makes the audience really think about what the advert is showing.
https://www.youtube.com/watch?v=SXI8-_9FrB4
Talking heads
Talking head adverts are ads that consist of people talking directly to the camera and addressing the audience directly to advertise a product for instance in this ad
https://www.youtube.com/watch?v=Q-2oLQhv1s8
The people are introducing themselves and talking directly at the camera by having them address the audience like they are there makes the audience feel like they know the people from the ad and this makes them want to listen more to what they have to say.
Series
The BT Infinity advert is set out as a series for instance it shows a family and the different situations and events that happen to them but it also does this by promoting its product. by having this advert set out as a constantly developing story it helps the audience really feel involved to what is happening in the ad because they feel like the know the people and that they have a connection to them it also makes the audience relate to the family this kind of ad could help families cope with a similar situation they might have like, planning a wedding.
https://www.youtube.com/watch?v=I3O__TXhNIo
This advert shows the main character buying a dress. to some woman it can be seen as a stress full time in their life but by having an advert like this showing the woman. Buying a dress by having direct address it makes the audience feel more engaged and feel as if their opinion is valued. The ad includes a lot of medium close ups. Also come camera tracking.
There are a number of different techniques used to make adverts. Ads have two ways of presenting themselves one way is by being overt. Overt is when the audience knows exactly what the ad is advertising this is a commonly used technique used in ads for cars. However, other ads like to present their product at the end of their ads this is known as a hidden structure. Ads use this to keep an audience guessing and keeps them engaged, this techniques is usually used on lotto ads. There are also other techniques that can be used like. For instance,
Concern and fear, the type of ads that usually use this technique is insurance ads. These ads suggest the type of fears the audience might be feeling and gives a possible solution to it.
Solutions to a problem, theses type of ads show different scenarios of problems that a person might have with a vacuum. This ad might show the struggles and problems someone is having and then compares it with a new vacuum that won’t have the same problem. This is done so that a the audience can see what a product has to offer
Some ads use celebrity exploitation to convince a person to by a product. For instance, if a popular celebrates is shown on an ad the fans of the celebrity will automatically be attracted to the product and this makes the product increase in sales. This technique is commonly used in perfume adverts.
Emotional responses this techniques is mostly used for charities. This usually makes the audience feel as if they have to help, because they are the ones that can make the change.
Companies use unique selling points to draw their audiences. A USP is something different that only their product can offer a customer.
To make sure that advert are suitable to be shown on TV companies like Advertising Standards Authority and Office Of Communication need to review them.
ASA has power whether a commercial can be aired or not. They look to see if the ads are decent, honest also if they are legal. ASA plays a huge role in the commercial industry.
OFCOM plays a large part in the television industry ofcoms job is to try and protect their audiences from offensive and harmful things from being played on TV. ofcom looks into competitions, complaints and licensing policies.
Broadcasters Audience Research Board is a company that monitors what channels are the most popular at what times. This helps advertisers find out who their demographics is, this helps them understand who they are targeting which allows them to play certain commercials at certain times to hit a specific target audience. However, BARB is not only used by advertising companies but also by show producers they use it to see how popular their show is.
Even though organizations like BARB are used to get figures companies also like to get a clear view on who their target audiences they can do this by face to face feedback, interviews, focus groups, online surveys, demographics and psychographics.
A rate card is a document that says how much money a product is and describes the different ad placements options. Rate card usually show the most one may pay.
Over all I have learned the different techniques and the structures used in adverts also how the audience is located also the different companies/organizations that advert need to pass before being shown on air.
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