An Introduction To The World Of TV Advertising
Advertising
is a form of marketing communication used to persuade an audience to
buy or take part in what the company is offering. Advertising can be
used by many different parts of society to effect the way people think
about your brand and product.
Techniques
There
are many techniques you can use to get your product to stick the mind
and/or appeal to the viewer.You could use ‘loaded words’ these are words
that resonate and have strong associations in the viewers mind. For
example words like family and home, when the viewer hears these words
they will likely think of love safety and security so if you use these
words to describe your product or service in your tv ad the user will
associate your product with these feelings.
Another
common technique is intertextuality, The M&S christmas Ad i
analyzed heavily references popular fairy tales and but substitutes
vital parts of those fairy tales with products that they sell. They show
these heavily recognisable excerpts from fairy-tales to give the
illusion they are telling a story and embedding an idea in the readers
minds without having to spend a long time actually telling the story
this means the ad. They do this because advertising space is very
expensive and so they only have maximum two minutes to leave an
impression on the viewer. The use of fairy tales is something that links
well with the general feeling around christmas and also add an element
for children watching to recognise and have embedded on them a christmas
esc twist was also added to each of the different references to further
link it into christmas.
Genre Conventions
Advertising
genre conventions are things that companies want to be associated with
and that will attract the target market. These things could be beauty
appeal, or a specific lifestyle which would draw the viewer in.
For example in the advert i analysed beauty appeal is used heavily the
main character is a beautiful model who is sometimes scantily clad
which men will be attracted to and therefore catch their attention with
and associate the brand with this beautiful woman and attraction, the
advert also seduces
women with the use of the male model and how he joins her towards the
end of the advert,the female model is always wearing m&s clothing
and m&s clothing products are shown in the background or used in the
story to make women think that if the go out and by the clothing they
will attract a similar caliber of man.
Structure
There are 7 main structures that appear in tv advertising
- REALISTIC - This type of advertising structure focuses one everyday thoughts and concerns of society. It shows the portrayal of realistic events. Real-life problems are addressed with the product solving the problem.
- ANTI-REALISTIC - This focuses on something that will never happen to the audience. The advert i analysed used this structure and used lots of CGI and other practical effects to make the world which it was depicting look fantastic and amazing this draws the viewer in and because there are loads of expensive effects it makes the add stand out and look high quality.
- ANIMATION - Ads This is when a TV Ad uses cartoon style/ illustrations of characters to promote products. This also means like anti-realistic ads you have have your characters do crazy impossible things that will stand out in the viewers mind.
- SERIES - This is when a similar advertisement are released every month or so from a certain product with a continuing storyline. This structure means the viewer will remember all of of your ads as they are connected which will create a strong brand identity.
- DEMONSTRATION - This is when the product is demonstrated to you and is always a success. This is usually used by cleaning product companies to show how well their product works and show the viewer the “real” results.
- DOCUMENTARY - This is an informative style of advertising usually demonstrating what is happening usually used by charities, to inform the viewer about a topic and to try and get the do do something differently or give money to help the cause being shown.
- TALKING HEADS -Talking heads are the kind of advert consists of people talking into the camera. They make the viewer feel like what the person is saying is important and they are being personally addressed.
An example of an advertising company using anti-realistic structures Citroen C4- Staying Alive it uses cg to show the car dancing to staying alive although there is not lots of useful information in the ad it sticks in the viewers mind and that is what important it shows the car in a fun and intersting way rather than boring you with facts a figures.
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