Unit 30 - Advertisement Forms

Advertisements

There are three types of adverts that used to sell, inform products or services to members of the public.

Realistic advertisement

This is when an advertisement would engage audiences by showing realistic events. For example, the THINK! Advert is a realistic advertisement due to this advert having a realistic scenario. What we see from the advert are a couple. What we see from this advert is a typical British man watching a game of football while drinking red wine. This can be identifiable to some men and woman as some men may act like this and some woman may have husbands who do this. Furthermore, we see a woman wanting to get picked up due to being in the rain and looks to be the controlling type in the relationship. However, the woman isn’t picked up due to the husband have been drinking. The advert shows us a scenario with them crashing which is negative and another, which is positive, as the husband has been moved to the ‘dogs house’. There is also uplifting music playing in background and even though the man is in the ‘dog house’ it would be better for him to be there then dead. This music is good as the advert states they are alive. Another thing that makes this advert believable is the rain. In this advert it’s iconic and makes it look more real as most of the time it’s raining in Britain and many people can relate.

The primary target audience would be both male and female as it relates to both. This advert would be social interaction for the audiences. This is because people would watch this advert and share this with their friends making more people aware. This would be good because it gives people pleasure knowing they are helping spread awareness of the consequences. This advert is for ages 18 – 50 due to them being able to drive and legal to drink. The socio class is for all classes and would be for both races.

Another realistic advertisement used is the Sainsbury’s advert. This is an advert for food, and has your typical British family. With the kids playing and the mum making food. From this advert you already know the target audience is for mums and they engage mums by showing healthy food and the son eating it so show’s mum’s if you buy from here you can get your kids to also eat healthy. In this advert the mise-en-scene also makes it believable as its been filmed in a house. If it were anywhere else then it wouldn’t be as believable and appealing to the audience. The iconography from this ad is the messy kitchen and the kids playing. This is something that can make Mother’s relate too as their children must be messy.

The primary target audience would appeal to middle aged mums who tend to do weekly shopping. This ad would also be a personal identification as mums can relate to what is happening in this ad. The ages the ad applies to would be 21 – 65 and the socio class would also be for B-D and would apply to all races.

Non - realistic advert

This is when scenarios are hard to believe due to the special effects being used on characters and narratives. This type of advert makes it hard to believe because what happens in this advert wouldn’t happen in real life.

An example of a Non – realistic advert is the Cadbury gorilla advert. This advert shows a gorilla putting on headphones and playing the drums to ‘in the air tonight’. Using this type of advert brings out the audiences imagination and would even make them laugh, as this wouldn’t happen in real life. It would also stick into their minds because the advert is so bizarre. The lighting, which is being used, is artificial and is used to make the gorilla stand out and have the audience’s full attention on when he is playing the drums. The advert also starts off with the gorilla in a close – up and then zooms out to a long shot when it puts the headphones in. This creates a shock and laughs from the audience, as they weren’t expecting that.

The target audience for this would be for Male and Female. This advert would be a social interaction due to the gorilla playing drums, making people shares this video with their friends so they can laugh and maybe sing a long, making the advert popular. The pleasure people would get from sharing this with their friends is laughing at it with people but also seeing edits people would make out of the ad. The ages would be for 6-40 as the advert is funny and weird. The ad would also apply to all races and the socio class would be C1 – E.

Another example, of a non- realistic advert is the McVities kitten advert. The advert shows kitten coming out of the McVitites chocolate biscuits. Using this type of advert would apply to working people as it shows people at a job and would imply that after a long day have some biscuits and relax. This advert would make people laugh and coo at the kittens being shown. In the background when the kittens are being shown is a violin being shown. This just makes the kittens cuter to the people watching.

The target audience is for both male and female. This ad would also be social interaction, as people would also talk about this ad to their friends. This makes them not forget about the ad, as it’s so weird and cute. The ages would be 6 – 60. It would apply to all races and the socio class would be C1 – D.

Animation

Engages an audience by selling a product imaginatively. It is limitless coming up with ideas for an animated advert because you can do anything to sell your product.

An example of animation advertisement is the ad for the England rugby team. The advert shows rugby players getting taller and taller until they see a kid putting a poster of them up. It also shows people cheering for the giants. The codes and conventions shown in this ad are the sound of cheering. This would get people excited for rugby as they watch it. This advert would be for ages 6 – 50 as it cartoons but the advert has a message behind it that adults would be able to pick up.

The primary target audience would be Male while the secondary target audience is female. This ad is a social interaction as this ad shows the rugby season starting up getting people who enjoy the sports get excited and talk to their friends about the advert. This is because more men are into rugby than woman and they would take interest in this advert. This ad is a social interaction as this ad shows the rugby season starting up getting people who enjoy the sports get excited and talk to their friends about the advert The socio class is for all classes as anyone can watch rugby and is for all races.

Documentary

This gives a real life feel to a product or service as it adds believability into adverts.

A documentary ad I choose to use for my example is the NSPCC helpline. This ad shows kids looking upset, scared and alone. In the background there is also sad music playing and the voices of the kids talking about what is happening to them. This makes viewers emotional as to what is happening to the kids. Using all this will make them call up the company so they can find a way to help the kids. The direct address also makes the audience feel like they are being spoken too, as the kids are looking at the camera and speaking, this makes the audience sympathise for the kids as it makes them feel bad to what is happening to them. This ad would apply to ages 18 – 45 as those ages could donate money to help the children, which are in need of help.

The use of the close – up and slow pace edits is used in the ad to extract guilt from the audience. This is all used to make the audience feel sad to what is happening to these kids.

The target audience for the advert is both genders. This advert would be both personal identification and social interaction. As people who may be going through this can call up the helpline if they are in need of help. It’s also a social interaction because people could share this with others making the ad known to others and let people give money to the company. The pleasure people would get from this knows they have done something good and helped a child that was in danger.

Talking heads

Allows actual people to explain benefits of products and services. As we watch this we imagine they are 'real people' opposed to being actors. This makes us believe that the answer or reaction of the person on screen must be real. This makes the product from the company more trustworthy.

An example of talking heads is Asda price guarantee. Using this type of ad is effective because they ask normal people like us. We can relate to these adverts as they are also everyday people in them. They aren't celebrities and they are just like us. This is effective because the women from the ad look happy as they got a good deal, this makes the audience think if they shop at Asda's they will also be leaving happy and with good prices. The ages this advert would apply to is 20 - 50.



The primary target audience would be women as it applies to them and because there are mostly women in the advert. This ad would also be social interaction as people can share this advertisement and people who haven't seen this advert can know what is happening, gaining Asda more customers.

Stand alone

One - off ads that are designed to have deep emotional impact on audiences through strong messages and memorable narratives

A good example of a stand alone is the Sainbury's advert. This advert was during Christmas and showed soldiers from German and British in the trenches coming together for Christmas by playing football and bonding with each other. This advert is very strong and would make the audience emotional. This type of ad has a deep message, as it shows two enemies coming together on Christmas. It shows people that Christmas is a time to come together with family, friends and having forgiveness.

The primary target audience would be both genders because its Christmas and is about people coming together. The classes which this advert would apply to would be C1 - E as mostly these adverts and the shopping market would apply to them. This would also apply to all races.


Series

This offers audience a chance to engage with characters as their story goes on over a period of time.

In the series of the BT ads we see a grown up Joe from the BT series getting ready to move in with his new flatmates. The banter and the weird roommate makes the ad funny and intriguing to watch. This could be identifiable to university students as they may have experienced this. We also see from the advert that the girl is going to be the smart one due to her serious face, while the two guys are odd and goofy. Even if this advert appears to be annoying it is memorable as people will remember them. By making a series of ads the audience are able to like or dislike these characters, grow with them , learn more about them and begin to grow closer to these characters.

The target audience for this ad is for both genders. This is because it has both boys and girls and is funny. This advert would be social interaction and even a personal identification because people who may have experienced this can share this with their friends. The socio class for this advert is C1 - D.