+ Advertisement Emily, Lewis and Mitchell

+ History of Advertisements Advertisements are a way of getting something known, whether it is a job, a product, a new song or even a new business. It is something which makes the audience/ niche take action. The idea is to ultimately drive the consumer to wanting or doing something. A lot of mass media use advertisements for example: Newspapers Magazines Radio Television Films Stage Shows Billboards Posters Leaflets

+ Old VS New Advertisements

+ Old Guinness Advert -Surfer This advertisement is an award winning advert, it gained ‘Best Advert’ in 2004 by Channel 4. The old Guinness advertisement is in black & white, this giving it a more classical edge. It somewhat makes it more dramatic because the action is white (the people, horses) and then the scenery was in black, showing a contrast and emphasizing the horses and people. The music throughout was tense and loud, the music picked up tempo as it got towards the end. Very modern VFX for an old advert. The plot centers around a group of surfers waiting for a wave. When that wave arrives the ‘crashing horses’ (a metaphor used for the tips of waves), turn into actual white horses. The advert ends with all of the surfers apart from one getting crashed out by the waves, yet that one heads onto the beach to celebrate with the people on shore. The intensity of the advert; the music, the drama, the situation and the different uses to filming (close ups, long shots etc) give the impression that Guinness believes that it is worth anything (surfing with horses) as it is that good.

+ Old BT Advert -Results The advertisement is a mockery on a child’s results and his grandmothers reaction, in which she seems to make a positive out of a negative. The stereotypical character has been created of the grandmother, baking a cake, thinking the best of her grandchild etc. It provides humor, and a realistic relatable advertisement. The situation within the advert is something in which everyone goes through at some point of their life… Humor pays a key part in this advert, it is also a technique of a hidden message advertisement. This is where the point or message of the advert isn’t illustrated clearly at the start of the advert. They have done this to get the audience thinking about what it could be aimed at. In this old advert, we realise that they were not called BT at the time. They preferred to go by their full name of British Telecoms. This shows that they have gotten more popular over the years because even if their name is shortened, people still know who they are. They have became a recognizable company. This advertisement is quite clearly older, the style of location, people, set and grainy film gives this away. It was set and from the 80’s. The sound quality also isn’t a quality standard and possibly not as clear as it could be.

+ Old Coca-Cola -Unity This old Coca-Cola advert is in grainy quality, the advertisement itself does not look as professional and clear as the previous ones we have investigated, this is down to its age and the filming equipment at the time. The advertisement focuses on different races and nationalities acting as one. This is a use of Tokenism. Definition: ‘token effort is usually intended to create an appearance of inclusiveness and deflect accusations of discrimination.’ However Coca-Cola haven’t really changed over the years, even now their advertisements are their to show people Coke is for anyone and their adverts always show people together, happy. It contains a group of people singing with Coke in their hands, this advert although has a slight hidden message, the product placement is present from the very start of the advert thus giving the audience the idea of whom this advert is from.

+ New Marmite advert - Rescue Here we have a brand new advertisement, using mockery and mimicking a emotional and moving advert into something amusing and silly. In the advert we have uniformed inspectors raiding homes, and shaming families, to an emotive soundtrack from a BBC respected journalist/presenter; Michael Buerk. This advert mimics a animal cruelty documentary, it has a cage, the officers, the rules and regulations however they are going by the catchphrase ‘You Love It Or You Hate It’, which Marmite is known by. They have taken the fact that yes they appreciate that people are not all lovers of Marmite, and people do buy the product and just leave it in their cupboards but they have created a funny twist to it. The advert is filmed with many different types of shots, long for the start showing the audience what is occurring, to then getting zoomed close ups of the products in the back of the cupboards. The music is emotive, which provides a more hysterical point as the advert is about Marmite. The advert is simple yet effective. Good slogan. A constant use of short sentences to keep viewers interested (not to much to think about). Doesn’t keep referring to the product in a dull-fashion. It spoofs a lot of television shows that people have most likely seen, therefore appeals to a lot of people.

+ New Rainbow Laces - Charity This advertisement is a charitable one, it focuses on an important subject of that the UK supports lesbian, gay and bisexual players and fans. Within this advertisement we see the use of celebrity endorsement, players from Arsenal ‘Players are teaming up to kick homophobia out of football.’ The advertisement is full of colour, thus represents the charity ‘Rainbow laces’. A rainbow has lots of colours etc,

+ So how have advertisements changed over the years? Traditional commercials were run on a single or multiple channels, generally a few times throughout the day. This allowed a large number of people to be reached. The sacrifice was that not many people would remember a commercial after seeing it one time. As of the past fews years, advertisers have come to realize that a better return can be generated by targeting a smaller audience more often. They have since started running commercials multiple times within a single program, or channel. Advertisements have become more realistic. Advertisement has changed or it has grown. Depending on brands and companies. Coca-Cola: We have chosen to bring this advertisement up again as it is one of the most persistent and well-loved brands in history. It is one of the longest surviving brands, and considered among the most successful and intelligent companies ever. The reason because their strong advertising and marketing. Coca-Cola has always relied in advertising to promote and market their brand. Hence why they’re so successful.

+ Our survey We created a survey in aim to find out the ingredients to a successful advert, and what people enjoyed or disliked about them…

+ Number 2) The majority of the people whom filled out our questionnaire are under 18. This can be seen as a positive as we can relate to these answers.

+ Number 3) This answer was extremely close, but the overall answer was ‘Yes’, which is another positive as the whole aim is to find out what a successful advert could be.

+ Number 4) Examples of why not and what we would have to ensure our advert didn’t include.

+ Number 5) Clear winner- Humorous

+ Number 6) Do you prefer new or old adverts? Mode answer is new this is because newer adverts are less ‘boring’ and ‘entertaining’ than old.

+ Number 7) 89.47% voted short. We have to ensure that any advertisement fits the criteria of our audience needs’ and 17 out of our 19 voted for short. Not long.

+ Favourite advert…

+ Least favourite advert…

+ Evaluation of our survey From our survey we have concluded that the ingredients for a successful advert are as followed: Humor: this illustrates that the most popular genre and style of an advertisement is humor. The most effective way of advertisement is making it funny and unique, this is because it gets the viewers attention and gets them engaged; this also links into the popular duration of an advert ‘short’, as having a short but funny/interesting advert will gain the target audiences attention.