1. STRUCTURES & STYLES OF TV ADVERTS
Unit 30

2. Aims of session Identify the way different TV adverts are structured
Be able to deconstruct and analyse different adverts

3. Starter – recap quiz!

4. Analysing a TV Advert When we analyse a TV advert we need to look at:
The FORM it takes
The STYLE it uses
The CODES & CONVENTIONS it follows

5. Form Realist narrative vs. Anti-realist narrative
Animation – use of animated characters rather than live action
Documentary
Talking heads
Stand alone – a one off advert
Series – a number of adverts with similar characters/themes which belong to a series

6. 1. Narrative What is a REALIST narrative advert?
Presents the audience with situations, actions, characters that reflect real life
1. Propp's Theory
Every narrative has a
* Hero
* Helper
* Villain
* Damsel-in-distress
2. Todorov's Theory
* Equilibrium
* Disruption
* Resolution

7. 1. narrative What is a ANTI-REALIST narrative advert?
Presents the audience with situations, actions, characters that obviously made up, unreal or surreal…the world in the advert is unrealist and things go against the norm

8. 1. narrative
Sometimes it can be helpful to apply narrative theory to an advert; this can uncover more information about the advert’s purpose/structure/USP etc.
Todorov’s narrative theory