There are many different types of adverts all with different message they went to get across. This is called advertising structure which looks at the for and style of the advert.
Realist narrative
Realist narrative is an advert that with a story, appearing to be both believable and realistic. An example of a realist narrative advert is the WII advert.
The advert shows a family playing the popular WII conceal which is a real life situation with many family's through out the world. The product WII suggests that this is a normal day to day activity that this family participates in. The advert is both realistic and believable.
Anti-Realist Narrative
Anti-realist narrative is an advert with a story behind however is ovbiously fictional auch as the Evian roller babies advert.
This advert clearly has a story behind it which is that water will make you more active and is also a healthy choice of drink. However even though the advert has story behind it its clearly fictional due to the fact babies rollerskating is not a normal day to day activity unlike the realist advert. In real life we don't see babies rollerskating around a park.
Animation
An animation advert is very simple due tot he fact it says it all in the name 'animation' which means an advert made by animation such as cartoons or stop motion clay. A good example of animation adverts is the Wallace and Gromit PG tips advert.
Animation adverts include someone using voice over for the characters on screen just like any other cartoon and could also be made using CGI.
Documentary
A documentary advert is a type of advert that explains a story along with showing day to day situations. These types of adverts are very similar to realist narrative and usually people find that the two mix into one. An example of a documentary advert is the john west 1990 salmon advert.
The advert shows a bear in its natural habitat and how it would usually act when trying to catch fish which is why this is considered a documentary advert. However in the advert we see the fish swim out in slow motion which has obviously been done for entertainment purposes and therefore shows that the advert its self has a story behind it.
Talking Heads
Talking head adverts are the type of adverts when the actors look directly at the camera which can usually be found in charity adverts such as the British Heart foundation advert featuring Vinnie Jones.
Talking adverts usually have celebrities talking directly to the camera thanking the viewers for donating or asking them to donate to the charity. In this advert Vinnie Jones is telling the viewers what to do if somebody has a cardiac arrest and how to save them.
Stand Alone
A stand alone advert is an advert which doesn't have any follow on and is just a single advert getting their message across to the audience. An example of a stand alone advert is the COG advert.
The COG advert is a very good example of a stand alone advert due to the fact the advert is very effecting and shows that this is how stand alone adverts should be, memorable unlike a series of adverts.
Series
Series adverts are simply adverts that carry on in a series. A very famous series advert in the UK was the compare the market advert which features two meerkats.
The advert simply tells viewers not to compare the meerkats but to compare the market. This is a very effective advert due to the face its fun and very simple to understand. Each one of the meerkat adverts each have their own story's behind it which makes it fun to watch.
Advertising structures also use the style of advert to get the message across.
Humorous Advert
Alot of adverts these days use humour to get the message across, but also to make their advert memorable. A very good example of an advert that uses humour is the dance pony dance advert for 3.
As you can see the advert uses alot of humour such as the dancing pony. This is a very catchy advert and is a good way to get people talking about the company itself. It attracts all kinds off audiences due to the fact its funny and anyone can enjoy and appreciate it.
Surreal
Surreal adverts usually have an element of unreal, dreamlike state to them. Surreal basically means that its not real and because of this some people can describe it as dream like due to the fact the situation could be something that people want to happen. A good example of a surreal advert is the Walking Dead Super Bowl advert featuring Norman Reedus.
The advert shows a character from the walking dead (Daryl Dixon) coming into someones house too shoot zombies. In the advert we can see certain elements which are found in the series itself e.g. the door which features the writing 'dead inside do not open'. This is a great way for people to remember the advert but to also help promote the television series too people who haven't heard of the walking dead. The adverts very surreal due to the fact theres no such things as zombies and Daryl Dixon is a fictional character.
Dramatic
A dramatic advert is very self explanatory and just means the advert will be very over the top and very untrue. An example of a dramatic advert is the Cadburys fingers advert.
This advert is very dramatic due to the fact its a parody about alot of american sitcomes. The advert uses Cadburys chocolate fingers to portray people while using dramatic scenes such as dramatic turns over the top hand gestures. Also the voices used are also very dramatic with their tone.
Parodic
A parodic advert is a type of advert that minmics another one and makes fun of another advert. A very good example of this is the Specsavers the special effects advert which mimics the Lynx attract advet.
The lynx advert is a very popular advert due to the fact it shows loads of semi naked women runnign towards a man spraying himself. By Specsavers mimicing Lynx is darws more attention towards specsavers and also makes it funny. The advert also uses a sense of humor due to the fact the adverts taking the mic out of another advert but at the same time Specsavers add their own element of surprise to the advert.
Thursday, 9 May 2013
Thursday, 11 April 2013
Task 6- Audience Classification
Audience Profiling
Audience Profiling allows the research to find out the profile of the audience before hand so that you can then put across the message to the right people in the most effective way. This then allow syou to gain the best result and to get the most out of audience profiling. This might include details like age, sex, educational qualification, work experience, financial background, fields of works, intrests, mood, orientation, bias, food habits, religious background, physique, and health condition. As you can see the audience profiting goes into alot of detail about their audience all because they want the best result.
Audience profiling is a task that all TV advert makers need in order to preform when cretaing a new product to launch onto the market. When defining an audience you need to cover the factors I wrote about above and
Age,
Gender, Race and Sexuality
Demographics
A common and traditional method of audience profiling is known as demographics whihc defins the adult population largely by the work that they do. It breaks down the population into 6 groups and labels them by using a letter code to describe th eincome and sttaus of the members of each group. Geodemographics is used to relate this information to a particular area.
Audience Profiling- Psychographics
This is a certain way of describing an audience by looking at their behaviour and personality traits. Psychographics labels a paticular type of person and makes an assessment anout their viewing and spending habits.
The advertising agencyYoung and Rubican made/invented a successful psychographic profile known as theor 4C'S Marketing Model stand Cross Cultural Consumer Characterisation. They then put the audience into groups with labels that auggest their position in society.
Audience Profiling allows the research to find out the profile of the audience before hand so that you can then put across the message to the right people in the most effective way. This then allow syou to gain the best result and to get the most out of audience profiling. This might include details like age, sex, educational qualification, work experience, financial background, fields of works, intrests, mood, orientation, bias, food habits, religious background, physique, and health condition. As you can see the audience profiting goes into alot of detail about their audience all because they want the best result.
Audience profiling is a task that all TV advert makers need in order to preform when cretaing a new product to launch onto the market. When defining an audience you need to cover the factors I wrote about above and
Age,
Gender, Race and Sexuality
Education
Occupation
Annual Income
Disposable Income
Current Lifestyle / Aspirational or Desired Lifestyle
Culture
Media Interests
Buying Habits
Loyalty to Brands
Demographics
A common and traditional method of audience profiling is known as demographics whihc defins the adult population largely by the work that they do. It breaks down the population into 6 groups and labels them by using a letter code to describe th eincome and sttaus of the members of each group. Geodemographics is used to relate this information to a particular area.
Audience Profiling- Psychographics
This is a certain way of describing an audience by looking at their behaviour and personality traits. Psychographics labels a paticular type of person and makes an assessment anout their viewing and spending habits.
The advertising agencyYoung and Rubican made/invented a successful psychographic profile known as theor 4C'S Marketing Model stand Cross Cultural Consumer Characterisation. They then put the audience into groups with labels that auggest their position in society.
Task 5- Audience Indentification
Quantitative
Quantitative research uses sampling techniques such as consumer surveys whose findings may be shown numerically and are open to mathematical manipulation which enables researchers to estimate further events or quantities. The researcher asks a specific closed question in order to collect numerical data from the participants who answer the question.
Qualitative
Qualitative research asks open questions which allows the participant to expend on their answer giving more detail. Qualitative data also collects word data from participants which the researcher looks into for themes and then describes the information in the themes and patters exclusive to that set of participants. Techniques the researcher uses can included face to face interviews and focus groups.
Quantitative research uses sampling techniques such as consumer surveys whose findings may be shown numerically and are open to mathematical manipulation which enables researchers to estimate further events or quantities. The researcher asks a specific closed question in order to collect numerical data from the participants who answer the question.
Qualitative
Qualitative research asks open questions which allows the participant to expend on their answer giving more detail. Qualitative data also collects word data from participants which the researcher looks into for themes and then describes the information in the themes and patters exclusive to that set of participants. Techniques the researcher uses can included face to face interviews and focus groups.
Task 4- Sources of Information
Rate Cards
A rate card is a piece of document which contains prices and descriptions for the various ad placement options available from a media outlet.
A rate cards is similar to a rack rate which can be found at a hotel. This is generally the maximum price that a person must pay.
A rate card is similar to a rack rate which can be found at a hotel. The rack rate is the maximum price a person must pay. Most advertising buyers will pay alot less then this which is due to the fact they receive discounts due to volume, a desire to sell unused space, or other factors.
Alot of companies and websites sell rate cards or advertise them which is because they have already done the research to see which rate works the best in the media and on television. In order for advertisers and companies to make a profit they have to be willing to spend in order to get the message across to the consumers.
A rate card is a document provided by a newspaper or other print publication which features the organisations rate for advertising. It may also detail any deadlines, demographics,policies, additional fees and artwork requirements. The small the piece of publication the less information will be found on the rate card.
Advertisers Information Packs
Information packs are everthing you need to know about a certain company from their name to their slogan. The information packs includes ways to improve their advertising and to gain a bigger audience or to gain back the customers they have lost. Companys go to advertisers for creative ideas for their adverts and how to make it catchy and attractive.
Research Agencies
Research Agencies provide marketing research and information to advertising agencies. This helps adverts in order for them to know how to attract their target audience and what type of target audience they will be attracting, e.g. 60+ are more likely to go for afternoon tea then a 16 year old.
A rate card is a piece of document which contains prices and descriptions for the various ad placement options available from a media outlet.
A rate cards is similar to a rack rate which can be found at a hotel. This is generally the maximum price that a person must pay.
A rate card is similar to a rack rate which can be found at a hotel. The rack rate is the maximum price a person must pay. Most advertising buyers will pay alot less then this which is due to the fact they receive discounts due to volume, a desire to sell unused space, or other factors.
Alot of companies and websites sell rate cards or advertise them which is because they have already done the research to see which rate works the best in the media and on television. In order for advertisers and companies to make a profit they have to be willing to spend in order to get the message across to the consumers.
A rate card is a document provided by a newspaper or other print publication which features the organisations rate for advertising. It may also detail any deadlines, demographics,policies, additional fees and artwork requirements. The small the piece of publication the less information will be found on the rate card.
Advertisers Information Packs
Information packs are everthing you need to know about a certain company from their name to their slogan. The information packs includes ways to improve their advertising and to gain a bigger audience or to gain back the customers they have lost. Companys go to advertisers for creative ideas for their adverts and how to make it catchy and attractive.
Research Agencies
Research Agencies provide marketing research and information to advertising agencies. This helps adverts in order for them to know how to attract their target audience and what type of target audience they will be attracting, e.g. 60+ are more likely to go for afternoon tea then a 16 year old.
Task 3- Regulation
Advertising Standards Authority (ASA)
The ASA is a UK independant regulator of advertising through out all media. They apply the advertising codes, which are written but the Committees of Adveetising Practice. Their work includes acting on complaints and proactively checking the media which they will then be able to take action against. This includes misleading, harmful or offensive advertisements. ASA has to maintain a high standard in advertising, last year the ASA dealt with 31,458 complaints about the 22,397 ads. They then re viewed the ad in order to satisifie the audience. Their work replaced 4,591 adverts in order to maintain their high standard.
The company aim to achieve
Ofcom-
Ofcom is the communications regulator, who regulate the TV and radio sectors, fixed line telcoms, mobiles, postal services, plus the airwaves from wireless devices. Ocom make sure that people in the UK get the best from their communication services and are protected from scams, but still ensuring that competition can thrive.
Ofomce operate under the Communications Act 2003, whihc is a detailed Act of Parliament which spells out exactly what ofcom should do.
Ofcom recieves grants of the Government in order to operate.
The ASA is a UK independant regulator of advertising through out all media. They apply the advertising codes, which are written but the Committees of Adveetising Practice. Their work includes acting on complaints and proactively checking the media which they will then be able to take action against. This includes misleading, harmful or offensive advertisements. ASA has to maintain a high standard in advertising, last year the ASA dealt with 31,458 complaints about the 22,397 ads. They then re viewed the ad in order to satisifie the audience. Their work replaced 4,591 adverts in order to maintain their high standard.
The company aim to achieve
- Making a success of regulating online ads
- Being an effective part of the response to societal issues shown to be affected by advertising
- Placing more emphasis on prevention rather than cure
- Being more efficient and in tune with consumers, business and society
Ofcom-
Ofcom is the communications regulator, who regulate the TV and radio sectors, fixed line telcoms, mobiles, postal services, plus the airwaves from wireless devices. Ocom make sure that people in the UK get the best from their communication services and are protected from scams, but still ensuring that competition can thrive.
Ofomce operate under the Communications Act 2003, whihc is a detailed Act of Parliament which spells out exactly what ofcom should do.
Ofcom recieves grants of the Government in order to operate.
Thursday, 21 March 2013
Task 2-Codes and Conventions within Adverts
In each advert they have their own codes and conventions which means people have their expections in which they should see in the advert. For example horror movies have their own codes and convetions which are someone always falls over, the engine never starts or its always thundering and lighting. This are what codes and convetions of a scary film are which if watch scary films such as scream we can see them being used.
Each different genre of advert have their own codes and conventions such as fast food adverts. For example the Mcdonalds first day advert, has many fast food codes and conventions such as the person or people in the advert always look very happy which is what fast fod suppliers want you to feel while eating their food. In the ad we see a medium shot of the actor eating the food and enjoying it which is a main convention for fast food commercials. Something else we can see is that the Mcdonalds logo is visible in many shots which is advertising their brand and their company. The food the man begins to eat looks fresh,suculent and big which is very different from real life where the foods very small and dosent look as fresh as the advert makes it. This is another main convention for fast food adevrts.
Another example of a fast food advert is the Burger King t
Each different genre of advert have their own codes and conventions such as fast food adverts. For example the Mcdonalds first day advert, has many fast food codes and conventions such as the person or people in the advert always look very happy which is what fast fod suppliers want you to feel while eating their food. In the ad we see a medium shot of the actor eating the food and enjoying it which is a main convention for fast food commercials. Something else we can see is that the Mcdonalds logo is visible in many shots which is advertising their brand and their company. The food the man begins to eat looks fresh,suculent and big which is very different from real life where the foods very small and dosent look as fresh as the advert makes it. This is another main convention for fast food adevrts.
Another example of a fast food advert is the Burger King t
Thursday, 7 March 2013
Task 1-Advertising Techniques
In advertising producers use many different techniques in order to play with peoples emotions and make them feel different things. There are four tearms that a Greek philosopher Aristotle created Ethos, Pathos and Logos.
Ethos
Ethos is also known as the ethical appeal which means convincing by the character of the author. It is said that us as people tend to believe and listen to people we respect therefore by using a famous icon in adverts people tend to believe what thery're saying more than just an average person. Us as an audience tend to see the person we respect as a person worth listening to which is how authors make them selevs an authority figure on the subject as paper.
Pathos
Pathos is the emotional side to advertising and how advertisers persuade us as an audience by playing with our emotions. There are many ways that advertisers play with our emotions such as the language they use and the audiences response.
Logos
Logos means persuading by the use of reasoning. Giving reasons is the heart of arugmentations and cannot be emphised enough.
Ethos
Ethos is also known as the ethical appeal which means convincing by the character of the author. It is said that us as people tend to believe and listen to people we respect therefore by using a famous icon in adverts people tend to believe what thery're saying more than just an average person. Us as an audience tend to see the person we respect as a person worth listening to which is how authors make them selevs an authority figure on the subject as paper.
Pathos
Pathos is the emotional side to advertising and how advertisers persuade us as an audience by playing with our emotions. There are many ways that advertisers play with our emotions such as the language they use and the audiences response.
Logos
Logos means persuading by the use of reasoning. Giving reasons is the heart of arugmentations and cannot be emphised enough.
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