WHAT IS AND ADVERT ? BLUE THORN BTEC MEDIA LEVEL 3 AV ESSAY

WHAT ARE ADVERTS ? Adverts can have many different forms, they can be on TV, billboards, magazines, websites or even on busses and bus shelters. They are designed to persuade an audience. They can be made to advertise a product, a film/program, service or brand. There are many devices that can be used in an advert such as…

REPETITION- WE BUY ANY CAR Believing messages that are repeated. Repeated brand names and catch phrases. The catchphrase and company name “We buy any car” is repeated several times in this advert, this makes the advert memorable as it is repeated as a song.

REWARD- YOU BUY ONE YOU GET ONE FREE Free offers are naked rewards, rewards are often physiological rather than material, advertisements for household cleansers offer the reward of being a good housewife or parent.

PUNISHMENT- IAMS CAT FOOD You are threatened with punishment and guilt of not being a good pet owner because you haven’t bought a good quality/ healthy cat food.

AGREEMENT WITH VALUES- AGE UK The communication offers value messages, which you are bound to agree with, and then ties them to the product or service, so that you feel that you also have to buy this as well. You agree that it is sensible to plan ahead and provide for your old age, so of course you should buy this insurance.

GROUP IDENTITY– FANTA ADVERT Advertisements often persuade the consumer by showing an attractive group member and by offering membership of that group along with the product.

EMULATION AND ENVY- J’ADORE DIOR The advertisement offers you something, like a way of life, which you desire, and with this product you can live this desired lifestyle.

NEEDS – STRONGBOW Many advertisements for beer offer to satisfy the consumer’s needs. You will become one of the “lads” and have a good laugh at the bar if you drink this certain beer.

THERE ARE 4 FORMS OF ADVERTISING Narrative (Realist and Anti-Realist) Animation Documentary Talking heads

NARRATIVE (REALIST AND ANTI-REALIST) - Realist narrative- Standard real life Stanislavski esc advert. Something that could really happen. Its relatable to the audience, they can see themselves in the situation. -Anti-Realist narrative – -Anything that could not happen in real life, almost absurdist. It can create a more memorable advert with a chance of it going viral.

ANIMATION – JOHN LEWIS An advert that has been drawn instead of being filmed/or to bring something to life e.g. animals, objects etc.

DOCUMENTARY – COLGATE -Telling the audience facts representing reality and identifies the issues and the concepts.

TALKING HEADS – ASDA A talking head advert is an ad that shows everyday people being interviewed giving their opinions and ideas on the chosen product. We can relate to these adverts and people in them because they are just like us.

THERE ARE ALSO 4 STYLES OF ADVERTS Humorous Surreal Dramatic Parodic

HUMOROUS – DARTH VADER (CAR AD) Through the intertextual reference dressing up a small child as the evil Darth Vader creates humor. This will appeal to star wars fans; these fans may fall into an older male demographic.

SURREAL – CRUSHA (CAT) The point of a surreal advert is to be unique in order to attract attention. This advert is aimed at children. Cats are one of the most common viral things on the Internet. The advert has taken advantage of that and used cats to create a surreal and memorable advert.

DRAMATIC – STRONGBOW Adverts the keep the viewer hooked from the moment it comes on, the use of dramatic music and different camera angles gives the advert a film like theme.

PARODIC – SAMSUNG (APPLE PARODY) Adverts that poke fun at other adverts, and highlight the negative side to them. Competitors might do this to draw people’s attention to the negatives so that the consumer will be less likely to buy if.

ASA (ADVERTISING STANDARDS AUTHORITY) The advertising standards authority is the UK’s independent regulator of advertising across all media. They apply the advertising codes, which are written by the committees of advertising practice. Their work includes acting on complaints and proactively checking the media to take action against misleading harmful or offensive advertisements.

BANNED ADVERT. Paddy Power PLC The advert was banned as it offered incentives to bet on the outcome of Oscar Pistorius’ murder trial. Complaints that the advert caused serious offense by trivializing the issues surrounding a murder trial, the death of a woman and disability were upheld. They concluded that the approach brought advertising into disrepute.