Camera angle and shots:
In this Specs avers advert there are many
different camera angles and shots being use to connote different things to the
audience and to allow the viewers to understand the advert better. At 0:01 we
see a long shot of a car and a garage door being shut on it. This is done for
the viewers to then understand what is happening and will allow them to
understand the rest of the advert. Then at 0:03 we see a close up of the garage
door closing on the car and we see the impact it has on the car which is
denting it. This shows the viewers the actual impact it has on it and what the
garage door is actually doing to the car. At 0:11 we see a long shot of a boy
trying to play with his remote control car, but is having difficulties in
working it. This is done in a long shot for the viewers to see the boy’s body
language which is frustration, and also to see the toy car not moving when the
boy wants it to more. Then at 0:12 we see a close up of the remote control the
boy is using. They use a close up for the viewers to clearly see what remote
the boy is using and at this stage the viewers now can put together everything
they have seen and now understand that the boy is closing the garage door on
his family’s car. Then at 0:15 we see a package shot of the boy and the garage
door on the car and also the families house, by doing this it puts together all
of the story and will connote to the viewers that the boy is doing this to his
own families car.
In the Argos advert there are many
different camera angles and shots being used to connote different things to the
audience and to allow the viewers to understand the advert better. At 0:01 we
see a long shot of every character. This is done so that the viewers straight
away understand that this advert is based on a normal family. Also the long
shot will allow the viewers to see the surrounding which again indicate that
the advert is set in a home. Then at 0:25 we see a close up of an I- pad with
the Argos app opened on it. This is done so that the viewers know that here is
an Argos app that they can use to do shopping on. Then at 0:34 we see a long
shot with a pan which show a box then the camera pans to a baby cage. This
connotes to the viewers that inside the box was the baby cage and it was bought
from Argos. So the pan was put in there to connect to different pieces of
information to make one meaning for the viewing. Then at 0:36 we see a package
shot of the Argos logo along with the Argos website. This was put in a mid shot
so that the viewers can see everything they need and can also read the text
without finding it hard to do so.
Iconography
In the spec-savers advert there is a lot
of iconography being used to convey different meaning to the viewers. Firstly
at 0:16 we see a long shot of a family home. By showing this it will connote to
views that the people you have seen in the advert are just normal people just
like the viewers, and that buying glasses are a natural things and so will
therefore make the viewers buy their glasses from spec-savers.
When looking at the Argos advert they use
a lot of iconography. At 0:30 we see the family come back from shopping at
Argos while the father goes to hug the mother. This connotes to the viewers
that Argos can solve any problem you have at home, And because at 0:11 we see
the father having trouble looking after the baby, it emphasises that if you
shop at Argos it will benefit you and will make your life better and easier to
live. Also throughout the whole advert we see the father having trouble in all
areas of the house, it shows the viewers that if you shop at Argos it can help
make the whole house better and easier to live in.
Editing
When looking at the Spec-savers advert, I
can say that the editing it very slow and that each shot last longer than
normal. By doing this it connotes to the viewers that without having
spec-savers glasses just like the boy in the advert, it will also make you slow
in your everyday life and will have to take your time doing normal tasks.
Also the advert only last for 21 seconds, so because the advert gets
straight to the point, it connotes to the viewers that spec-savers glasses does
exactly what is says it does and also get straight to the point.
When looking at the Argos advert, it runs
for 40 seconds, this is longer than a normally advert which normally last for
30 seconds. By the advert running longer than normal it connotes to the viewers
than if you shop at Argos will, just like the advert give you more than you
wanted, and will exceed your expectations. Also at 0:08, 0:10, 0:12, 0:16 the
advert cuts from one shot to another showing the father having trouble
containing the baby. The cuts are very quick and show areas of the whole house.
By doing this is connotes to the viewers that is you shop at Argos it will help
you very quickly in all areas of the house.
Lighting
When looking at the Spec-savers advert I
can see that the lighting is very natural. This is because at 0:01 we see that
the advert is set outside in the daytime. By having natural lighting it shows
that the advert is not aimed towards little children, due to the fact that if
it was we will see much more bright and artificial colours which appeals to
children much more. But the use of natural lighting shows that the advert is
aimed to appeal to middle aged people, due to them not needing artificial
lighting to stay watching an advert.
When looking at the Argos advert I can say
that they use a lot of artificial lighting. This is because the advert is using
cartoon aliens which has to made on the computer, so also the advert was artificially
made, which allowed the makers of the advert choose what colours they wanted
everything. The lighting is very soft and neutral. This is done due to the fact
that they wanted all of the attention to be on the bright blue aliens. They do
this so that children stay watching the advert to due to the bright blue aliens
and so will attract adults due to the fact that it was set in a home just like
the adults.
Sound/ Music
When looking at the Spec-savers advert
they use no backing music. This is because they wanted the viewers to focus on
what is actually happening in the advert. At 0:04 we hear the sound of the
garage door being closed onto the car. This is done so that we can hear always
as see the impact the garage door is having on the car. Then at 0:15 we hear
the little boy say "dad your cars broken" this is the only bit of
dialog and sound that we hear in the advert. This is the catch line of the
advert and will put the whole advert together. It makes the viewers understand
the advert, and there for will remember the advert for a longer time.
When looking at the Argos advert, starting
at 0:10 we hear a backing tract being played. It is very upbeat and playful.
This is done to match the action we see on screen, which is the dad trying to
catch the little baby. The music makes the viewers stay watching the advert as
it makes it more entertaining to watch. Also at 0:03 we hear the mother say
"see you later, good luck". This allows the viewers to understand
that the father is going to be left with the baby all on his own. Also at 0:27
we hear a voice over say "click and reserve at Argos.co.uk" This is
put in to inform the viewers that you can do click and collect at Argos. The
use of the voice over allows the advert to get straight to the point, which will
allow the viewers to become informed very quickly. allowing them to get as much
information as they can in about 30 seconds.
Computer graphics/ SFX
When looking at the Spec- savers advert at
0:15 we see here slogan "Should of gone to spec-savers" This is the
only use of graphics used in the advert. This is because they did not have to
spend a lot of time putting graphics on the screen for marketing reason.
Spec-savers are a well established company that can be recognised just with the
use of their slogan, which is why they used it. There are not sfx used in this
advert due to the fact that everything they wanted to do is possible to do.
When looking at the Argos advert there is no
use of graphics this is because there is a great use of a voice over which
informs the viewers of everything they need to know so there is no use of
graphics. The advert does use sfx as it has created aliens to be in the advert
and everything that we see in the advert is not real and has been made by a
computer. By using sfx to make these aliens, it allows the advert to be more memorable
to the viewers, which are the adverts main.
Comparison
Then looking at both advert I can see some
clear similarities. Firstly they both use humour to make the advert more
memorable to the viewers. In the Argos advert it is the fact that the dad cannot
catch the baby and in the spec savers advert it is the fact that, the boy does
not know he is breaking his dad car. Also both adverts are based around
families and both target everyone in a family.
Part two: style and form of television advertisements
Style
•Humorous
•Surreal
This advert is a surreal advert because in the real world babies will not and can not go around on rollerskating and dance with each other. The target audience for this advert are both men and women aged 20-40. This advert is a surreal advert because at 0:09 we see a baby on roller skates jump over a fence, and many more things like this the whole way through the advert. By doing this it makes the audience stay watching the advert due to the uniqueness of the advert. This will then make the advert stay in their minds for a long period of time, and thus make it a talking point, which will increase sales, which is their main aim.
This advert is a surreal advert because in the real world babies will not and can not go around on rollerskating and dance with each other. The target audience for this advert are both men and women aged 20-40. This advert is a surreal advert because at 0:09 we see a baby on roller skates jump over a fence, and many more things like this the whole way through the advert. By doing this it makes the audience stay watching the advert due to the uniqueness of the advert. This will then make the advert stay in their minds for a long period of time, and thus make it a talking point, which will increase sales, which is their main aim.
•Dramatic
This advert is using drama to get a message across to the viewers. The advert is about aids recover, and to get people to help the Topsy Foundation to provide people who have aids, a cure. At 0:01 the first thing we see is a text that says "Selinah has AIDS" by making this the first thing that we see get the viewers attention very quickly and makes us stay watching. From 0:20 - 0:53 we see the women with aids in her bed and, and getting weaker and thinner, as the days go back. By doing this it connotes to the viewers what the women was like at the first stages of her getting aids, and it shows the viewers the reality of what a person with aids looks like and what they are going through. Also at 1:10 we find out that the advert is going in reverse and that what we have just seen is what has happened to the women and not what is happening with the women. By doing this is has a very strong impact on the viewers because it shows them a real life case of a person recovering from AIDS, and it makes the viewers feel happy for the women, and therefore will what this to happen to all people with Aids
•Parody
This advert is using parody. This is because they are reenacting the Royal wedding, to get their product recognised, with more people. The advert has been shot as if a person in the audience is just filming what is happening at the wedding on their phone. At 1:10 we see a lookalike of the queen come out and walk down the wedding aisle. This is done with all of the royal family. By doing this it make the viewers remember the advert much more, thus making it a talking point, which will therefore get t mobile known by more people. Also this advert uses parody because every member of the royal family are walking down the aisle doing something funny, and all viewers watching know that the royal family will never do something like this, to overall the advert is just a light joke about the royal wedding, which will create a talking point with people, and this will then get t mobile talked about this in itself is advertisement.
This advert is using parody. This is because they are reenacting the Royal wedding, to get their product recognised, with more people. The advert has been shot as if a person in the audience is just filming what is happening at the wedding on their phone. At 1:10 we see a lookalike of the queen come out and walk down the wedding aisle. This is done with all of the royal family. By doing this it make the viewers remember the advert much more, thus making it a talking point, which will therefore get t mobile known by more people. Also this advert uses parody because every member of the royal family are walking down the aisle doing something funny, and all viewers watching know that the royal family will never do something like this, to overall the advert is just a light joke about the royal wedding, which will create a talking point with people, and this will then get t mobile talked about this in itself is advertisement.
Form
•Realist
narrative
This advert is using a realist narrative in order to sell their product effectively. They are using a realist narrative in many ways.First of all at 0:01 we see the light of a bedroom turn of while it is late at night and then at 0:02 we see a mother holding their baby and trying to put it to sleep. This is a realist narrative due to the fact that in many cases mothers have to wake up in the middle of the night and put their child to sleep. Also at 0:08 we see the mother trying to feed her child, but the child is not cooperative and chucks the foot on the mother. This again is a reenactment of what most mothers or people with a child has to go through. Also at 0:12 we see a first time mother having trouble with setting up the buggy for the child to sit in, which leads to her pushing the buggy away and just having to carry the child, which again is what mother go through in the real world, such is a reason to why this advert is using a realist narrative. By using a realist narrative it will appeal to the target audience which are mothers with new born babies. This is because due to personal identity they will relate to the women in the advert and understand what they are feeling. This will then lead to them buying the product. Also at 0:20 we see the mother use SMA milk to feed their child, and due to this the mother being happy and calm due to the baby being calm.So mothers watching will also want this to happen to them and therefore will will the product, in the hope that the product will calm their baby down, just like the babies in the advert.
This advert is using a realist narrative in order to sell their product effectively. They are using a realist narrative in many ways.First of all at 0:01 we see the light of a bedroom turn of while it is late at night and then at 0:02 we see a mother holding their baby and trying to put it to sleep. This is a realist narrative due to the fact that in many cases mothers have to wake up in the middle of the night and put their child to sleep. Also at 0:08 we see the mother trying to feed her child, but the child is not cooperative and chucks the foot on the mother. This again is a reenactment of what most mothers or people with a child has to go through. Also at 0:12 we see a first time mother having trouble with setting up the buggy for the child to sit in, which leads to her pushing the buggy away and just having to carry the child, which again is what mother go through in the real world, such is a reason to why this advert is using a realist narrative. By using a realist narrative it will appeal to the target audience which are mothers with new born babies. This is because due to personal identity they will relate to the women in the advert and understand what they are feeling. This will then lead to them buying the product. Also at 0:20 we see the mother use SMA milk to feed their child, and due to this the mother being happy and calm due to the baby being calm.So mothers watching will also want this to happen to them and therefore will will the product, in the hope that the product will calm their baby down, just like the babies in the advert.
•Anti-realist
narrative
This is a anti- realist narrative. This is because it is based on a Gorilla playing the drums. As we know this does not happen in the real world, which is why it is a anti- realist narrative. By doing this it draws the targets audiences attention to the advert, due to the fact that it is something that they have not seen, so because it is the first time seeing something as anti realist, it will stay in their minds for a long time, which was the main aim of the advert, which will then create a talking point. Also because the target audience for this are males aged 18-40 they will be able to enjoy the advert such more due to the fact that they understand that this is a fake gorilla, but, will like the advert as it plays with their minds, and gets them things if something like this can actually happen.
This is a anti- realist narrative. This is because it is based on a Gorilla playing the drums. As we know this does not happen in the real world, which is why it is a anti- realist narrative. By doing this it draws the targets audiences attention to the advert, due to the fact that it is something that they have not seen, so because it is the first time seeing something as anti realist, it will stay in their minds for a long time, which was the main aim of the advert, which will then create a talking point. Also because the target audience for this are males aged 18-40 they will be able to enjoy the advert such more due to the fact that they understand that this is a fake gorilla, but, will like the advert as it plays with their minds, and gets them things if something like this can actually happen.
•Animation-
This Red Bull advert is using animation. This is shown throughout the whole advert, and is a way of selling their product. At 0:01 which is the first shot we see, the viewers see a man walking across their screen. This is put in so that the viewers fully understand from the word go, that this is an animated advert. Also at 0:21 we see the man grow wings and the fly in the sky. This is done to really emphasis on Red Bull catch phrase which is "Red Bull gives you wings". So to achieve this they would of either need to use special effects, which would have cost a lot of money to do so, or they could have created an animated advert allowing them to do anything that they wanted, which is what they did. By using an animated advert, it draws the viewers in because they do not really see a lot of animated adverts on TV. So when they do, they will become drawn into it, and stay watching. Also at 0:26 we see the man fly on top of the bird to pee on it, this creates humour with the viewers, which will then make the advert stay in their minds, This could of never of happened if the advert was not animated.
•Documentary
This advert is set as a documentary. We see this starting from 0:02 were we hear a voice over, say what is happening on screen. Also at 0:27 we see the police offer knock on the door of an old mans house and asked if he can come in to talk, which again shows that this is set as a documentary. Also at 0:04 we see the camera in a hand held position and quite unsteady. This again connotes to the viewers that this is a documentary. By setting the advert in the style of a documentary it makes the message that they are trying to get across much stronger and clearer. It also makes the viewers more engaged with the advert as they think, this is real life. Also at 0:17 the viewers find out that this advert is about people not eating marmite, and we see that police have to remove the marmite from the house due to it being neglected. This will then get the viewers stay watching the advert due to personal identity, as they also may be neglecting marmite.
This Red Bull advert is using animation. This is shown throughout the whole advert, and is a way of selling their product. At 0:01 which is the first shot we see, the viewers see a man walking across their screen. This is put in so that the viewers fully understand from the word go, that this is an animated advert. Also at 0:21 we see the man grow wings and the fly in the sky. This is done to really emphasis on Red Bull catch phrase which is "Red Bull gives you wings". So to achieve this they would of either need to use special effects, which would have cost a lot of money to do so, or they could have created an animated advert allowing them to do anything that they wanted, which is what they did. By using an animated advert, it draws the viewers in because they do not really see a lot of animated adverts on TV. So when they do, they will become drawn into it, and stay watching. Also at 0:26 we see the man fly on top of the bird to pee on it, this creates humour with the viewers, which will then make the advert stay in their minds, This could of never of happened if the advert was not animated.
•Documentary
This advert is set as a documentary. We see this starting from 0:02 were we hear a voice over, say what is happening on screen. Also at 0:27 we see the police offer knock on the door of an old mans house and asked if he can come in to talk, which again shows that this is set as a documentary. Also at 0:04 we see the camera in a hand held position and quite unsteady. This again connotes to the viewers that this is a documentary. By setting the advert in the style of a documentary it makes the message that they are trying to get across much stronger and clearer. It also makes the viewers more engaged with the advert as they think, this is real life. Also at 0:17 the viewers find out that this advert is about people not eating marmite, and we see that police have to remove the marmite from the house due to it being neglected. This will then get the viewers stay watching the advert due to personal identity, as they also may be neglecting marmite.
•Talking
heads-
This advert is using talking heads to sell their product. This is were someone is just talking straight to the camera, and their is no real story line to it. For example at 0:02 we hear the old women say "I like this orange juice" while she is sitting at the table and looking directly into the camera, as if she is talking to the viewers. Also throughout the whole advert their is no camera movement or no cut away. This then makes the sole attention of the viewers be on the women in the advert, and it makes the viewers just listen to what she is saying. By doing this it is makes the viewers just listen to what the person in the advert is saying, which is often promoting the product or business. So for example at 0:05 we hear the women say "i also like this one" she says this as she points to the ALDI orange juice, which is cheaper thsn the branded one. Because the talking head is using a normal person, it makes the viewers think that what she is saying is truthful and not scripted, which will then make them more likely to conform with the person in the advert, thus buying the product.
This advert is using talking heads to sell their product. This is were someone is just talking straight to the camera, and their is no real story line to it. For example at 0:02 we hear the old women say "I like this orange juice" while she is sitting at the table and looking directly into the camera, as if she is talking to the viewers. Also throughout the whole advert their is no camera movement or no cut away. This then makes the sole attention of the viewers be on the women in the advert, and it makes the viewers just listen to what she is saying. By doing this it is makes the viewers just listen to what the person in the advert is saying, which is often promoting the product or business. So for example at 0:05 we hear the women say "i also like this one" she says this as she points to the ALDI orange juice, which is cheaper thsn the branded one. Because the talking head is using a normal person, it makes the viewers think that what she is saying is truthful and not scripted, which will then make them more likely to conform with the person in the advert, thus buying the product.
•Stand alone
This is a stand alone advert due to the fact that the advert is only aired once a year for a specif event, such as Easter. Right from the word go we see a little chick at 0:01 which shows the viewers that this is an Easter special advert which will only be shown during Easter. Also at 0:05 we hear the voice over say "All these Easter chicks" This again connotes that this advert is only relevant when it is the Easter period. By doing this it will make the viewers stay watching the advert as it will only be aired for a small amount of time so the viewers will not want to miss out on a special advert.
•Series
A series advert is when an advert will link to the next one and in the end a story is formed. So for example in the Compare the meerkat advert say we watch the advert we watch and see the baby meerkat grow up and what he has to go through. At 0:06 we see how the baby meerkat come in the hands of his parents.Then at 0:37 we see the baby meerkat mess up the house which is the start of what is to come. By using a series advert it makes the viewers stay watching the advert due to them wanting to find out what is going to happen next. It works like a movie or book, when you don't wont to stop watching, in order to find out what is going to happen next. Also because you are engaged in the story the advert is telling you will also be interested in the product that the advert is selling which will therefore make you buy buy the product, which is the adverts main aim.
A series advert is when an advert will link to the next one and in the end a story is formed. So for example in the Compare the meerkat advert say we watch the advert we watch and see the baby meerkat grow up and what he has to go through. At 0:06 we see how the baby meerkat come in the hands of his parents.Then at 0:37 we see the baby meerkat mess up the house which is the start of what is to come. By using a series advert it makes the viewers stay watching the advert due to them wanting to find out what is going to happen next. It works like a movie or book, when you don't wont to stop watching, in order to find out what is going to happen next. Also because you are engaged in the story the advert is telling you will also be interested in the product that the advert is selling which will therefore make you buy buy the product, which is the adverts main aim.
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