Jessica Prior Unit 30 BTEC: AS1:Task 2: Forms of Advertisement

Advertisement unit 30 BTEC

Ipod Advert

The Ipod shuffle advert appears to be based around the idea of joy through music, as it shows people dancing and having fun whilst listening to an upbeat tune. My initial reaction to this was positive, as I too enjoy listening to music.
My favourite part of this advert is the idea of using silhouettes as it an original idea and also can be used to show more drastic dance moves, like the guy doing a flip. However, I’m not a fan of the song used in the advert, as I think it would’ve been better to use a more catchy and well-known song to make it memorable.

Realist Narrative

Realist Narrative adverts are created to show a realistic scene of the product being used and present the audience with a ‘realistic feel’. An example of this is the vintage fairy liquid adverts, which show a mother and her daughter doing the washing up together in a fairly basic kitchen.

Anti-Realist Narrative

The aim of an anti-realist narrative advert is to present the audience with a situation that is clearly ‘made up’ or ‘unreal’. This could be achieved by using animation, forced situations or set in a different time zone or universe. An example of this is the Muller Rice advert, which shows a man sitting in his office chair typing when a talking bear appears at his side. The bear then begins to sing a song about the Muller rice pots, before giving the man one, which is clearly a made up situation. This advert is effective as it includes a memorable situation and a catchy slogan.

Animation Adverts

The term ‘animation’ can range from anything to 2D extras and CGI. Animation is widely used to show an impossible situation and to create an unbelievable scene to express the product or company. The animation usually includes the product within in, for example the Kellogg’s Frosties advert, which features a tiger called Tony attempting to do a high dive. When he is pulled back by his tail and fails to complete the dive, he turns to his ‘emergency’ stash of cereal. Not only does this advertisement make the product seem great, but also it would appeal to mothers and children who eat the product, thus creating a better market.

Documentary Advert

Adverts that focus on more serious situations or a practical product usually use the style of documentary. Documentary is used to document reality, so for example a charity advert would show you the conditions that the sufferers are living in or a sad situation like an abandoned dog to convince viewers to donate. An example of this is the RSPCA advert, which shows a cat locked out of it’s home. The aim here is to pull on the audience’s heartstrings to make them donate to save a cat like the one shown.

Talking Heads

In talking heads adverts, the person speaks directly to the camera. This is commonly used in charity adverts to make an impact and emphasise what the person is saying and to make them appear more genuine to encourage donations. Mostly, these adverts are widely used to raise awareness and encourage others. The advert below was created by The British Heart Foundation and uses animation and talking heads to create impact.

Stand Alone

A stand alone advert is used to represent a product using a completely different concept each time. For example, companies use different concepts for every new Christmas advert in order to make it memorable and stand out from the rest. This to me is one of the strongest forms of advertisement as it shows individuality through fresh ideas and presents a concept in a fun way.

Series

Some companies prefer to use a series of familiar characters and catchy slogans to advertise their product. This means that each new 'episode' presents the product in a unique way, but also can show progression in deals, such as a free teddy when you purchase the companies product.

The Compare the Market adverts are iconic as they have been active on television for over 2 years and are still progressing on, with new concepts each time.