Advertising Production With Paul McMahon

Paul McMahon's Advertising Lessons - Session 1 Aims This session aims to introduce you to the theory and practice of advertising in television Paul McMahon's Advertising Lessons - Session 1

Paul McMahon's Advertising Lessons - Session 1 Objectives By the end of this session you should be able to: Understand the role and objectives of TV advertising Discuss adverts in way that you’ve never done before Use the theory given here Know where we are going next Paul McMahon's Advertising Lessons - Session 1

Paul McMahon's Advertising Lessons - Session 1

Paul McMahon's Advertising Lessons - Session 1 Example 1a “For sale: four 6-week old kittens, contact M James on 324180” Paul McMahon's Advertising Lessons - Session 1

Paul McMahon's Advertising Lessons - Session 1 Example 1b “Adorable fluffy kittens (house trained) need a good home. Black and white. An opportunity not to be missed! Phone 324180. Hurry only a few left!” Paul McMahon's Advertising Lessons - Session 1

Paul McMahon's Advertising Lessons - Session 1 Example 1c “Trouble at home? Marriage under strain? These kittens will change your life, and will bring joy and peace to your family. Call now on 324180.” Paul McMahon's Advertising Lessons - Session 1

Paul McMahon's Advertising Lessons - Session 1 Example 2a Paul McMahon's Advertising Lessons - Session 1

Paul McMahon's Advertising Lessons - Session 1 Example 2b Step-Step-Lead Very powerful Appears everywhere Paul McMahon's Advertising Lessons - Session 1

Paul McMahon's Advertising Lessons - Session 1 Example 3a Paul McMahon's Advertising Lessons - Session 1

Paul McMahon's Advertising Lessons - Session 1 Example 3b Free stuff is used a lot This is to get people to change their behaviour patterns If you can get someone to do something once, chances are they’ll do it again Betting advertising is a good example Turning over £8.6 Billion a year in the UK Paul McMahon's Advertising Lessons - Session 1

Paul McMahon's Advertising Lessons - Session 1 Adverts! Here come some video examples: Ladbrokes, Kammy & Shampoo (2012) Weetabix Advert - Fuel for Big Days (2011) Cif Oven Cleaner (2010) Guinness Surfer (1999) Paul McMahon's Advertising Lessons - Session 1

Paul McMahon's Advertising Lessons - Session 1 Postulation All these adverts are selling ideas rather than the core subject matter of what being sold Remember example 1 Is that right? Paul McMahon's Advertising Lessons - Session 1

Preliminary conclusion Adverts are made of two things Material objects and services Ideas and connotations Paul McMahon's Advertising Lessons - Session 1

Paul McMahon's Advertising Lessons - Session 1

Unit 30: Advertising Production for TV Demonstrate understating of theory Preproduction of Advert Making a high production value advert Evaluate production Paul McMahon's Advertising Lessons - Session 1

Paul McMahon's Advertising Lessons - Session 1 Individual Task 1 Storytelling in adverts Find a suitable advert on YouTube What story(s) does it tell How does it tell them? Are there stories within stories? 20 mins Go! Paul McMahon's Advertising Lessons - Session 1

Paul McMahon's Advertising Lessons - Session 1 Task 1 results What did we come up with? Short introductions, developments and conclusions Self contained stories in a single shot Economy of information Use of stereotypes? Anything else? Paul McMahon's Advertising Lessons - Session 1

Paul McMahon's Advertising Lessons - Session 1 * Breaktime * Back in 20 mins Paul McMahon's Advertising Lessons - Session 1

Paul McMahon's Advertising Lessons - Session 1 Formats Leiss, Kline and Jhally came up with four different kinds of adverts Product-information Product-image Personalised format Lifestyle format Paul McMahon's Advertising Lessons - Session 1

Paul McMahon's Advertising Lessons - Session 1 Analyis in terms of Content Form Context Paul McMahon's Advertising Lessons - Session 1

Thanks so much for coming :) Fin! Thanks so much for coming :)