“Explain and analyse the structures and techniques of television advertisements.” Intro This essay is about Television Adverts, explaining their structures and techniques. In class, we have been creating and comparing various TV advertisements to help build our knowledge for this essay. Associating the correct techniques with these said advertisements. We have also looked at different aspects that make advertisements successful and memorable; which helped the making of our own. Using questionnaires and interviews to gather a variety of college student’s opinions along the way.
About TV advertisements – Advertisements / commercials are a form of marketing communication used to persuade an audience, for example to buy a product or take/continue an action; which also may have a political standpoint. However, some adverts are to raise awareness, for instance, this cigarette advertisement. [1] Here this graphic TV advertisement is talking about the mutations you get from smoking and the devastating result – cancer; Shocking you in the process. Aimed at everyone from teenager and up in the UK to spread awareness of the disease. Television advertisements are useful, firstly because of its popularity and wide range of viewers. And considering that TV is a form of mass media, TV advertisements easily attract attention. You would also use TV adverts as they are cost effective in the long run. This is because it is one of the lowest of all ad mediums for the cost per thousand and according to www.arksidemarketing.com ‘The average American is watching 4.5 – 5 hours of television every day.’ Which gives you more than an hour of commercial viewing. Plus, in the UK television viewers face more advertts during prime-time shows as stated in www.telegraph.co.uk , concluding that your advert would get even more viewing time. Britain's first television commercial (Made by ABPathe) came onto air, 9.01pm on 22 September 1955. [2] Which was a black and white, 70-second ad for Gibbs SR Toothpaste. This included a male voice over on a snowy riverbank, while a woman brushes her teeth. However, compared to current toothpaste adverts, it is different. Firstly, you could say that current adverts use a ‘personal’ opinion, for example
this Oral-B Toothpaste & Mouthwash TV ad. [3] Where the woman explains how great they are and the changes it causes, telling you to ‘go pro’. Which will appeal to hundreds of people as we have the ideal to be the best of the best, so to be a pro at caring for our teeth. As well as this, adverts now use multiple voiceovers, also shown in the Oral-B advert. These voices are now ‘more down to earth’ and casual, rather than of higher hierarchy/ stiff and posh. As the voices are more relatable and appealing to the general public. And many other adverts use experts’ testimonials. Like this Sensodyne Advert [4] proving to the customer that the product does effectively work. These kinds of adverts would be aimed at adults ranging from young to old, who care about their teeth’s health.
Structures of advertisements – There are many structures of adverts effecting its message and audience. These include… Realist narrative A realist narrative aim is to portray the advertisement with a ‘real life’ feel to the viewer. Making the audience feel they are watching something conceivable and realistic. Often using realism to attempt to portray; particularly the middle and lower classes, the lives, ethics, problems, appearance and customs. Including a situation which has a problem and a solution, making it relatable. An example of this would be the ‘Wii’ advert featuring Jamie and Harry Redknapp [5]
This uses a realist narrative by suggesting that this is a common occurrence in the Redknapp household. Showing the typical reactions, they would have to the said console games. This advert shows the two main celebrities playing various games with a variety of family members, showing the family connection of them all. Providing evidence for the end voiceover – ‘Fun for all the family’. Which would be aimed at parents to buy the family these games, along with children & teenagers who might find them appealing. Also, the use of
Celebrities testimonials adds extra persuasion to the advert, making the general public want to be like them. This is a useful way to entice avid fans into buying these products as well. Anti-realist narrative An anti-realist advert is an advertisement that is illogical and isn’t real. This can display anything from cartoon characters to talking animals, essentially a fictional advert. They tend to use a profound amount of after effects to create the unrealistic feel to the advertisement. Including green screen, CGI and an array of other editing materials are used to create this type of advert and post-production. An example of this would be a 2007 Citroen C4 car advert. [6] This clearly has a anti realist narrative as the Citroen car anomaly turns into a robot. Giving a ‘transformers’ feel as the car switches from car to robot, dancing inbetween. This advert is in the style of humour as well, which is commonly used for antirealist narrative adverts. Dancing to funky music; the car comes ‘alive’, playing with the end voiceover – ‘Alive with technology’. This would appeal to individuals who want to be kept up to date with car technology – thus they might choose a Citroen C4. However, this advert additionally seems to be a series, with a variety of following ‘transformer’ advertisements [7]. This Citroen C4 commercial is much the same as the Citroen advert previously mentioned. Though, it includes an iceskating car rather than a dancing one, just as upbeat music and humans. Appealing to the same audience as the dancing robot advertisement. Animation Animations / animated adverts contain moving, modelled or drawn images, which include a wide range of techniques (2D drawn animation, 2D computer animation, 3D computer animation and stop motion/stop frame animation. As well as CGI.) Often used to construct impossible scenes; making them more ‘fantastic’. Animated adverts tend to be expensive to produce and are mainly for entertainment purposes, commonly including aspects of humour. Although, animation seems to be of a childish nature, animated adverts are not always aimed at children. An example of an animated advertisement would be the Android Commercial - Rock, Paper, Scissors in 2016, which includes music by John Parr. [8] In this advert, you see a school environment, where a little sheet of notebook paper is getting bullied by other larger ones. In which the scissors comes to the rescue but when there is a group of rocks bulling a little rock the roles are reversed. And in the end the, rock, paper, scissors are holding hands with an ending quote ‘Be together. Not the same.’ This is a
clever phone advertisement as it is raising awareness of bulling as well as advertising the phone company – android. However, you could say this advert is mainly about how we should accept our differences. Using many camera shots, including zoomed in shots to capture the emotions in the advert. In this advertisement, they have mixed ‘real life’ aspects (In the background) and animated characters. In fact, this advert was a big hit during the Oscars with many wanting it to be the big winner. This would appeal to a wide range audience - from school children to adults. As children are the ones demanding the phones, with adults being the ones who pay the phone bill. And in this advert, they have used the persuasive technique - emotional appeal, aimed towards the animated characters.
Series A series advertisement is when ad campaigns use multiple adverts; linked together, to promote a single, brand, service or product – often creating a story. Meaning that it has a continuing storyline throughout the advertisements, resulting in a progressive narrative. Series adverts are effective as they can make advertisements more memorable, with the possibility of the public following its story. An example of this would be the Tesco Christmas advert in 2015. These series of advertisements are similar in humour but vary in context. For example, there is one for a gluten free Christmas, party food, and Tesco’s finest showstoppers. The first advert (Gluten free Christmas) [9] shows the family buying the gluten free Christmas products that are sold at Tesco – with added humour as the son finds them a lightbulb instead. Using humour as a persuasive technique; with viewers sharing the advert as it is relatable. Also, using the cross-cutting technique to each character in the advertisement. This may appeal to families and people who celebrate Christmas being gluten free. The second advertisement (Tesco party food), is of the same son, finding his parents buying party food, with them humorously trying to deny it. [10] This is similar to the first advertisement in this Tesco series. This is because it has elements of humour throughout; with the same family. However, it differs from the ‘Gluten free Christmas’ advert as it is about the party food but most importantly it brings about an awkward feel to the advert. As the parents are clearly embarrassed by their son, which could possibly offend some viewers. This adverts is focused on one location (unlike advert 1) with the viewpoint transitioning to the current speaker. The Tesco party food advert would appeal to families and Christmas party organisers.
The third Tesco Christmas advertisement (Tesco’s finest show stoppers) has a slightly different narrative as it is focusing on the son in much of the advert. [11] Which is of the son flirting with a woman in Tesco; who is clearly brushing off his attempts. With his parents embarrassing him as they track him down, which could be very relatable and funny to certain viewers (Teenagers – young adult men). This is comparable to the other 2 advertisements, yet again it is focusing on humour to entertain. Though, this time it focuses on the son (Freddie) until the ending scenes. This may appeal to shoppers looking for more etiquette food, additionally keeping families interested as well. Overall, all these adverts seem to portray family life to appeal to families at Christmas, using ‘cringy’ humour as the main entertainment standpoint.
Style Humorous – Humour is an important and successful way of making an advert memorable (If done well). Which is used to attract customers while entertaining, rather than ‘pitched’. Humour not only grabs the attention of the audience; it also gives them a good sensation created when laughing. Which makes the viewer consciously or subconsciously link the positivity they experience to the product. And is majorly successful when it is appropriate to both customer and product, but can easily turn obnoxious and annoying if the humour is not delicately used. Also, humour can be used a lot to stick the advertisement in the viewer’s mind. These kinds of advertisements tend to be expensive as humour changes and jokes get old, concluding that advertisements must change with it; keeping the viewers interested. An example of humour in advertisements would be Money Super Market’s – Dave’s epic strut in 2015. [12] This advert is of a normal looking business man. However, when the camera pans down you see his ‘big bottom’ as he dances down the street to music (Don’t cha – Pussycat Dolls). While this may be humour it has also got a celebrity testimonial - Sharon Osbourne, who narrated throughout. Furthermore, this has moved on to being a series of dancing advertisements; now including a pole dancing builder. This would not only appeal to ‘silly’ humour lovers but to Sharon Osborne fans as well. Making people want to use moneysupermarket.com because of the dancer and the celebrity. On the other hand, it could be seen in a sexual light and offend some viewers. Surreal – Surreal adverts are created to show something unusual and away from the ‘norm’, in the context of everyday life - often challenging one’s perception of reality. Which can be used to create a comedic effect, and many a time confusing the viewer in exactly what the product is. These adverts can be very memorable and persuade viewers to talk about it to
others (If executed successfully); spreading the awareness of the advertisement. An example of a surrealism would be the 2008 Skittles advert: Touch the rainbow, taste the rainbow. [13]
Here you see and middle aged man sitting at a desk. Two people walk up to him and ask him to touch the stapler, he obliges and it turns to skittles. A phone rings and it turns to skittles so in the end, he concludes by getting frustrated and smashes the desk into skittles. This is surreal as it has mixed a man turning everything he touches into skittles, into an everyday situation in the office. Taking a simple idea and producing it so well that it is a memorable advert, even years later. It is humorous as he starts to get angry but his attempts to show his frustration are pitiful as everything disperses into skittles. This advert was cleverly produced with a catchy slogan as well, creating a bigger awareness network with the viewers. Dramatic - Dramatic adverts often create some type of conflict encouraging viewers to feel the emotion. They also use shock tactics to appeal to the empathy we feel in our gentle / kinder side. Producing a strong emotional bond between the advertisement and the viewer. Dramatic adverts generally appeal to an older audience; as the understanding is more prominent. An example of a dramatic advert would be ‘The Home Offices’ rape campaign aimed at teenagers. [14] This is a powerful and distressing advertisement, nevertheless it is challenging teenagers to re-think their views on what constitutes rape. It starts off with the couple entering a bedroom alone, at a party. She asks to go downstairs but he denies her this request; continuing to kiss her. He then proceeds to push her on the bed, while she gives clear indication that this is not what she wants. While exclaiming ‘NO’ multiple times, he then advances in undressing her, eventually resulting in rape. It then switches to the boy looking in on himself, shouting for him to stop. This advert is aiming to be relatable (In some aspects or all) and shocking. According to (WWW.washingtonpost.com) One in 5 girls will get sexually assaulted in college – Making it important to prevent such horrific events. They use many close-up shots to capture the trauma as well as the girl’s emotional response, making the advert seem extremely real – as we are so up close and ‘personal’.
Persuasive techniques Association - This persuasion technique works by linking the product on the market with something or a lifestyle of what that target demographic already desires. Association is useful as it can bring a bigger audience to the product as it shows an alternative lifestyle, as well as making the public buy the product as they may want to withhold their longed-for desires shown in the advertisement. They often use celebrity endorsement, which not only portrays your desires with that said celebrity but brings further viewers because of the celebrity fan base. An example of Association would be this ‘Miss Dior – The new film’ perfume advertisement. [15]
In this advert, you see Natalie Portman preparing to get married, and walking down the aisle with her dad. You then see her look back and say ‘I’m sorry dad’ as she changes her mind. She walks back and proceeds to take her shoes off - running, she then takes her dress off and shows a black dress underneath (Which could be showing the dark side of her). She then waits at some beautiful rocks and appears to be whisked away by a helicopter, inside is the man she was lusting after, kissing her neck. It then shows her smiling as she is seeing Paris; the city of love. Ending in her saying the name of the product and it’s make. This advert includes association as it links to love and the desire to be whisked away, but also the wish to go to Paris. This advert target audience is women, young adults and up. And this advert is successful as it is showing what you can do with just a perfume.
Bandwagon- Bandwagon is playing on the audience’s inclination to be part of a collective and to be part of a trend. Which is often useful as it draws the public in, with popular themes of the moment or crazes – creating a larger audience. Also, creating an illusion of popularity on the product, by making people want what everyone is portrayed to have. Manipulating the emotions of the target audience, to sway their opinion of the product. An example of this would be ‘Alpecin – fastest growing men’s shampoo’ advertisement [16].
Which starts off with a zooming out picture of the shampoo as a woman is narrating. Then the shampoo is racing off the screen, while she says about how you need to ‘take a good look’ because the German shampoo is moving quickly, saying how it is the ‘UK’s fastest growing men’s shampoo because it prevents hair loss’. Ending with the text – ‘German engineering for your hair’. This advert is hinting at racing cars as when the shampoo moves it makes a similar sound effect. They could be hinting at how Germany’s F1 (Formula 1) car engineering is so successful, therefor this shampoo will be to. It is a bandwagon advert as it is saying that this shampoo is so popular you should join in to. And instead of giving more facts about how this shampoo works Alpecin is using how it is so in demand, they are running out – Making you ‘BUY NOW’ to not miss out on this trend. The target audience for this product would be older men and men with hair loss problems, using stereotypically men themes (Cars). Celebrities (Testimonials) – The addition of a celebrity to an advert not only draws the said celebrities’ fans to the advert but also gives the audience a feeling of trust towards the product. Along with, making the public think if the product is good enough for celebrities it is good enough for me - creating larger sales growth. However, using celebrities cannot always turn out positively. This is because: • The products image can change – if a celebrity messes up, it will play badly on the product. • Celebrities can become overexposed, if they work with lots of companies, the celebrities’ credibility may suffer. Providing the thought that they will advertise anything to make money. • The celebrity may overshadow brands. If they focus on the celebrity not the product and the celebrity endorses multiple companies – the focal point of advertising devalues the product. An example of celebrity endorsement would be this BT Smart Hub advert featuring Ryan Reynolds [17]. It starts with Ryan Reynolds sitting next to his BT smarthub in a deluxe looking house. With him ‘introducing’ the product, saying how it has the ‘UK’s most powerful Wi-Fi signal’. He then proceeds to walk out into his garden, continuing to talk about how the signal can ‘reach a serious distance’. He then proves this fact by hanging himself off a helicopter. He screams to be let down, saying how he has Wi-Fi 200m up in the air. And the advert ends with a picture of the Smarthub with text – ‘BT infinity. The UK’s most powerful Wi-Fi signal.’ This is a successful advert as it is including a celebrity who is popular in the public eye at the
moment, giving the product a huge increase in audience and trust within Ryan Reynolds and BT broad band. Making you think if its fast enough for him, it’ll be fast enough for me. As well as being clever, as it is using the celebrity to show off their product in a shocking way – aka Ryan Reynolds hanging off a helicopter. It’s target audience would be adults who have or are interested in buying broadband; convincing you to switch to the ‘UK’s most powerful signal’. This advert is impressive as Ryan Reynolds was actually hanging on to the helicopter at that height, creating larger viewers as they would be shocked in the height he went to. Passing the advert on to show his stunt. However, this might not always prove positive for this BT smarthub advert as people would be looking at Ryan Reynolds rather than the product itself. Experts (Testimonials) – This is where advertisers use professionals’ in the field of the product to reassure an audience of its effectiveness and suitability. This tends to be popular among health advertisements, like toothpaste or mouthwash adverts. And an expert opinion is mainly for products that are more technical. So, the benefits can be efficiently explained; alleviating fears consumers might have about trying something unfamiliar and new. An example of an advert that includes an expert, would be this ‘Colgate total toothpaste’. [18] In this advert you see toothpaste users’ opinions at the start, stating how they got told to switch to ‘Colgate Total’. Then the expert comes in saying how ‘Only Colgate Total has an antibacterial ingredient’, after explaining how the tooth paste works (With a diagram). Showing how it is ‘Clinically proven’ to protect against a variety of oral health problems and repeating how ‘No other toothpaste can do that’. It then shows a percentage of plaque reduction, switching to how the users feel after using the toothpaste and back to the dentist. Ending in a picture of the toothpaste and a voice over offering a free trial. The use of toothpaste users makes it more relatable, while the expert opinion shows the products reliability and effectiveness. This is a clever way of advertising as it not only reassures the viewers that it is liked by its users but filters knowledge through a professional to comfort the user that it works. One noticeable factor in this advertisement would be the usage of a black and white women promoting race equality and a both female and male – promoting gender equality in advertisements. Also, that it is offering a promotion within the advertisement; drawing in the target audience, which would be men and female adults, who care about their teeth care.
Repetition- Repetition is used in advertising to keep a brand / product in the forefront of the consumers’ mind. Building familiarity with the brand, however it can cause consumers to become tired of the product and even actively avoid it. Meaning that, for an advert to be effective, repetition must be used in the right proportions and context. An example of repetition is webuyanycar.com’s 2010 advertisement [19]. In this catchy advert, we see a man sitting a desk saying ‘here’s some great news from webuyanycar.com’, he then jumps up and starts dancing and singing ‘webuyanycar.com’. Then more dancers are added with pictures of cars shown throughout; constantly repeating ‘webuyanycar.com’. Ending with the same guy sitting at the desk from the start yet again repeating the company’s name - ‘so before you sell or part exchange, come to webuyanycar.com’. Not only has this advert got a catchy song, it is easily remembered as well, making the consumers consciously or unconsciously sing along to it. Keeping the brand in their mind, while putting it in other’s to. The use of a song as entertainment grabs the viewers’ attention, keeping them engaged in the meantime, while they take in the information being sung to them. This advertisement would be aimed at adults who are looking for or are selling their car. And is successful because of its catchy repetition, on the other hand this advert could get bothersome after time.
Slogan - Advertising slogans are memorable and short phrases used to help consumers remember a company, brand or product. To be successful they must give the viewer an idea of what their company or product does; relating to their business in some way. And they often draw attention to one distinctive feature of a product. Helping them promote and engage with their customers for many years. Like McDonalds for example, their slogan of ‘I’m loving it!’ is now a household fraise. Examples of slogans used in advertising are these MTV adverts [20]. MTV uses celebrities to say ‘I want my MTV’, which makes it successful because it not only is repeated, it also has multiple celebrity testimonials - which brings more viewers from their fan bases. There is a variety of adverts in this video, with colourful videos of the MTV logo in the back ground to associate the slogan with. The celebrities include: Cyndi Lauper, David bowie and boy George. They are all a similar nature with the logo animated differently in each. Take the 4th advertisement, this one is different as the logo is a bee and not holding Champaign unlike the 3rd advertisement. The slogan is used effectively as the adverts are not all the same, keeping the viewer interested in the company, preventing
boredom towards MTV. As well as this it shows how the celebrities themselves want their MTV, making the public want to be like them. And it shows the celebrity trust towards MTV, so the viewer will to.
Emotional advertisingEmotions play a considerable part in advertising. Rather than cognitive thinking, emotions have a more profound impact on our actions. They create lasting impressions and incline the viewers to follow the same course in action in the future. Emotions provide brands with a powerful tool, as they are creating adverts designed to take full advantage of our emotions, captivating viewers to the advert. Brands use emotions to manipulate consumer’s feelings and influence how they make decisions by stimulating their emotional triggers. These kinds of advertisements are designed to incite anger, sadness or joy – depending on the brand’s end goal. However, the best emotional ads come to a resolution rather than leaving viewers blunder. A study by Institute of Practitioners in Advertising, found that ads with mainly emotional content, generated twice as much profit as adverts based on analytical content. Though, if an emotional advertisement fails, the audience’s reactions could result in them diverting from the brand’s intended course. Yet, a fundamental element to a successful emotional advertisement would be to concentrate on the core value of the brand, rather than reaching aimlessly for an emotional reaction.
Audiences Many advertisement organisations do consumer surveys, so the marketers can let the public know just how highly their product is rated by consumers. Every product that is advertised appeals to a certain target market, with some fitting broader consumer populations than others. The target market tends to consist of, public who use what is sold, those who make the buying decisions or both. For example, advertisements for children’s toys will often directly target children. As when the child watches the advertisement they will persuade their parents themselves to buy the product. And the marketers will need a successful audience clarification showing how the correct individuals, will be the primary audience. Thinking about how individuals are profiled and grouped together, for example, occupation, age and gender, to gain an auspicious advertisement. And to successfully popularise your product, you must know the demographics of your targeted audience, for you to choose the media and methods with proven appeal to that audience. In which you will need to convey a message that offers the right buying persuasion.
Media regulation – Media regulation is the guidance or control of mass media by governments and other bodies. via law, rules or procedures, this regulation, can have various goals, for example intervention to protect a stated “public interest”, or encouraging competition and an effective media market, or establishing common technical standards.
ASAASA is ‘The Advertising Standards Authority’, that is the UK’s independent regulator of advertising across all media. In which they apply the Advertising Codes, which are written by
the committees of Adverting Practices. They’re responsible for acting on complaints and checking the media proactively. Acting against: misleading, harmful or offensive – advertisements, sales promotions and direct marketing. Making sure inappropriate themes are not displayed, especially in the case of child viewers. If an add breaches the UK Advertising Codes, ASA will withdraw or amend the advert, therefore the advertiser must not use the approach again. Doing surveys to make sure viewers are satisfied with the current work they do and their current regulations. Each year they consider over 30,000 complaints about 20,000 advertisements and have been protecting consumers and promoting responsible advertising since 1961. ASA is funded by advertisers through an arrangement that guarantees their independence. Advertising codes restrict TV adverts, to make sure they are not offensive or misleading; protecting the public. I believe it’s important to have regulators for the same reasons they have them, because it protects the viewers from fraud and to cover up offensive themes that could have been shown. You would contact ASA if you are a member of the general public and have a complaint about an ad, an ASA ad or one of ASA’s decisions. Also, if you represent a business and would like to make a complaint about a competitors ad. Additionally, you can complain to ASA if you: • ‘Are having difficulty receiving goods or a refund for items bought by mail order or through television shopping channels.’ • ‘Think a special offer, competition or prize promotion has been unfairly run.’ • ‘Think there is something wrong with the marketing on a company’s website or their social network site.’ In 2016, the most complained ad was by Moneysupermarket.com. [21] Featuring ‘Gary the bodyguard’, with 1,063 complaints – saying that the dance moves were overly sexual and not suitable to be seen by children. However, this advert wasn’t banned as the ASA said that it ‘wouldn’t cause serious or widespread offence to viewers and the ad was generally likely to be interpreted in a humorous manner.’ An example of a banned advertisement by ASA would be – Christina Hendricks’ Nice n Easy hair dye ad [22]. It appears in the advert that her hair goes from red to blond but in reality, it was filmed backwards. Which concluded in ASA receiving complaints from hair experts who argued ‘The change could not have been achieved using the product alone.” Meaning that the company exaggerated about the effect of the hair dye – ending in the ad being banned after a fakery row.
OFCOMOfcom is the communications regulator in the UK, who regulate TV, radio and video-ondemand sectors. As well as, fixed line telecoms, postal and mobile services, plus the airwaves
over which wireless devices operate. Their aim is to make sure that people in the UK get the best from their communications services and are protected from scams, while ensuring that competition can thrive. You would contact OFCOM to receive advice or submit complaints and can do this through various phone numbers. For example, there is one for phone or internet services and TV or radio programmes. You can also complain about the company itself and how they deal with needs of businesses, consumers, viewers and listeners. Their legal responsibilities and duties are to ensure:3 • ‘A wide range of high-quality television and radio programmes are provided, appealing to a range of tastes and interests;’ • ‘Television and radio services are provided by a range of different organisations;’ • ‘People who watch television and listen to the radio are protected from harmful or offensive material;’ • ‘People are protected from being treated unfairly in television and radio programmes, and from having their privacy invaded;’ • ‘Viewers of video on demand services are protected from harmful content;’
My own example In my media class, we were assigned a project to make our own deodorant or body spray advertisement. We came up with various ideas, however we needed to get some background information to make sure it would be best suited. Our research consisted of interviews of a variety of people. With our carefully thought out questions; not only did we find out about the public’s deodorant preferences, we questioned about their general advertisement opinions as well. We interviewed 7 people, varying in sex, race and age and from our results we found that; most preferred a masculine smell, that citrus was a favorable smell among deodorants & packaging (for the variety) doesn’t impact their decision. We also got some individual opinions like: what makes a good advert - which had a mix of answers, for example ”something creative.” Plus, we did some alternative research, including looking at examples of popular adverts, like the Gorilla playing drums advertisement for Cadburys. Showing that sometimes adverts don’t have to relate much to the product to be successful. Also, looking at Lynx adverts for inspiration towards deodorants. Our demographic shown that our target audience was male and female from teens to young adults. We also found that the spending group was mainly at E to D, e.g. College students or part time workers but this was very broad however. And a spray and compressed deodorant with a citrus scent was preferred Additionally, we thought through our product name as well. We came up with the name ‘Aurora’, and we found out that in Latin the meaning of the name Aurora is that it was a mythical Roman goddess of the dawn. We then proceeded to add to Aurora, with two side names for the ‘Female’ & ‘Male’ option of the deodorant. These were Solas (Meaning light) for women and Dorcha (Meaning dark) for men. We chose these names as we thought they were a clever hint to the gender stereotypes in the advertisement industry – of women being feminine and ‘light’ while men being mescaline and ‘dark’. We also designed the logo and branding for Aurora as well as mixing our chosen song, to fit our advert, so, that our advertisement looks professional.
Our advert [23] includes the song ’running with the wolves’ by the artist Aurora, conveniently matching our deodorant name but we were also thinking of using her as a possible celebrity endorsement, however that didn’t work out unfortunately. The advert is with a scruffy, and glum looking girl wandering through a dingy and ‘dark’ forest, reaching for the entrance to the light. When she does she turns, beautiful and is running through a ’light’ field instead. With a man walking through a light field looking scruffy as well and when he reaches the same entrance (different side) he looks handsome while running through a dark forest. However, before they run you see the deodorant packaging for both male and female with a voice over complimenting it. Near the end, it then switches to a dark backdrop, with the two deodorants splitting apart from each other, with another (joint) voice over and text saying ‘you choose!’. The advert ends with a rack focus from the girl to the man. I thought our advert was effective because it portrayed a story within a song – keeping the audience engaged as they may want to find out what happens next. Also, everything about our advert and product was well thought out, so they connected well.
Conclusion In conclusion, through detailed research I have found the key information inside advertisements. Though, advertisements vary considerably, depending on the audience, the message, the product itself and many accountable reasons explained in this essay. However, their main purpose is to show off a product/company to the public to gain sales, views or fame. I have also build up experience from creating my own advertisement, from my previous knowledge which has been expanded greatly.
Links[1] - https://www.youtube.com/watch?v=AIyqcST29wQ [2] - https://www.youtube.com/watch?v=pKuEwsEiSp8
[3] - https://www.youtube.com/watch?v=lt0t82dmT2M [4]- https://www.youtube.com/watch?v=eu1JBtI1cWw [5] - https://www.youtube.com/watch?v=Mftku6Eta-I [6] - https://www.youtube.com/watch?v=4dilUbkPPI&list=PLfEYY2bfUxgszXMywGiqh3idf6zGqsjbb&index=12 [7] - https://www.youtube.com/watch?v=RhtGBaEOEVs [8] - https://www.youtube.com/watch?v=UL4f1Wg26DA [9] - https://www.youtube.com/watch?v=0vf6Hk3YshA [10] - https://www.youtube.com/watch?v=zB3JekAH9rc [11] - https://www.youtube.com/watch?v=5nzLTkKd9Q0 [12] - https://www.youtube.com/watch?v=kUrsvegCkEc [13] - https://www.youtube.com/watch?v=vSeJr8rLEy8 [14] - https://www.youtube.com/watch?v=5gEftWCG5Ow [15] - https://www.youtube.com/watch?v=ELNVV1oKNtA [16] – https://www.youtube.com/watch?v=LVAs7IFM35I [17] - https://www.youtube.com/watch?v=wTDb_mjti84 [18] - https://www.youtube.com/watch?v=8ULR68LTmbw [19] - https://www.youtube.com/watch?v=MXiJBp7HK5o [20] - https://www.youtube.com/watch?v=Hh94FG5Q_j8 [21] - https://www.youtube.com/watch?v=XdqpuGpnxz8 [22] - https://www.youtube.com/watch?v=Z-QkMzc1i1k [23] - https://www.youtube.com/watch?v=JJwxJTAXLOU