Unit 30, Advertising

Techniques: Overt - obvious / Hidden - not obvious / Emotional Responses 

Overt

Shows the drink during the advert
Has the product name in the jingle
You can clearly see what it's promoting


Hidden

Doesn't show anything that would make you think it's advertising Mercedes
Has the brand name at the end
Makes you laugh
The song has no relevance to the product


Emotional response technique

Mcvities Advert
Makes us feel happy, think it's cute

Frank Advert
Amusing, uncomfortable, bit disgusted

Pancreatic Cancer Advert
Used slow music, colour wash
Makes us sad, shocked

Guinness Advert
Supposed to make the brand look excited, make us want a pint, for adrenaline junkies

Jaguar Advert
Excites us, hooks us with celebrity endorsement,

Speed Advert
Makes you realise, feel tense, helpless, makes us think "that could be you"
Uses colour washes, dialogue is delivered to have an affect on us

Analysing the advert
Characteristics

• Selling the benefits
• Better than others
• Highlight USP - unique selling point 
• Sell lifestyle

Structure

Codes and conventions - things we expect to see

Adverts can come in different forms; narrative, animation, documentary, talking head, stand alone, series.

Colgate ad - talking heads, documentary

BT Infinity ad - series, narrative 

Style

An advert can be humorous, surreal, dramatic, parodic (parody) 

Body spray ad - humorous, parody of a music video, surreal

Orangina ad

The style of the orangina advert is surreal. We know this because of the bear costume and the fact he's wearing beach shorts. He's also on the setting on a beach and is holding props like a paddle and the product. 

It's also humorous because of the sound at the end, it's a celebration jingle and a man just got hit with a satellite. 

The form of the advert is a narrative. We know this because we follow a story of a man and bear playing beach tennis and as the advert goes on we see how the prop which is the product has an impact on how they play. The man who doesn't drink it is unlucky and gets hit by a satellite.

The orangina advert uses the characteristics of selling the lifestyle. We know this because they're having fun on the beach in the advert so it's selling the idea that if you have the drink then you will be a part of the quirky lifestyle and you will be good at beach tennis. 

• Narrative
• Animation
• Documentary
• Talking Heads
• Stand Alone
• Series