1. Advertising Production
With Paul McMahon

2. 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

3. 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

4. Paul McMahon's Advertising Lessons - Session 1

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

6. 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 Hurry only a few left!”
Paul McMahon's Advertising Lessons - Session 1

7. 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 ”
Paul McMahon's Advertising Lessons - Session 1

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

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

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

11. 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

12. 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

13. 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

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

15. Paul McMahon's Advertising Lessons - Session 1

16. 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

17. 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

18. 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

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

20. 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

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

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