The codes and conventions of an advert are the basic codes and conventions of anything, for example: camera angles, shot types, iconography, editing, lighting, sound etc. We can highlight what different narrative adverts use and why through these elements as they act as a guide for each advert to run smoothly and to promote their product successfully. They would have to use these techniques with high quality to make their production worth it.
Each narrative of advert will have a distinctive convention that we can boldly infer, for example with the codes and conventions of a series/stand alone advert they will create an emotional bond with the advert and the audience. However it is not only how it connects with the audience, but how the advert comes across. There are many conventions of TV advertising, one for example may be the appearances of celebs within the adverts as it is very effective and will result in a population rise of the viewing of that advert. With the help of star appearances people will refer to the adverts as "The one with Drake in!" or "The one with Sharon Osbourne in" this will increase in people looking out for the advert with interest in the product or service it is offering. For example with the advert involving Drake this would aim more towards younger people, and Sharon Osbourne for older audiences.The difference of demographic age groups shows that there are products for everyone and every age.
Not only does this advertisement revolve around a popular celebrity but it uses intertextuality to include a song from another artist within the same generation to attract younger viewers to buy more of Apples products. Intertextuality within this format, is the reference to Taylor Swifts song "Bad Blood" which is highly listened to around the world within the teenage demographic and young adults, highlighting them as Apples target audience. As well as the celeb reference, they use slogans and jingles towards the end of the advert including their logo too as another promotion tool. Another convention that is eye catching is at the beginning of the advert, they show a close up angle of the product being Apple music showing how easy it is to switch songs or have an unlimited amount of music at your go ahead. I also feel as if they tried to make this into a Realist narrative in Drakes life, as they have him behaving like everyone does when music comes on - referring to his lack of vocals towards the end as they make him seem just like everyone else who hasn't got a talent for singing, tone deaf. A disadvantage of producing the advert like this is that many audiences may take it in the wrong perspective and not react to the advert in a serious manner, as well as this they think at the start of the advert is mocking the way other artists sing and they could turn over the channel before the advert produces its message.
Within this advert above, there is a clear distinction to who it is aimed at - depending on the target audience in this case it would be from C to E as they are promoting an app in which requires an efficient payment in which C would be able to afford, and demographics such as E which would be the students and casual workers are most likely to be persuaded towards the app as it is the generation that has grown up around the celebrities endorsed within the advertisement and using such technology. Psychographic segmentation divides the market into groups based on social class, lifestyle and personality characteristics - therefore depending on these factors this specific advertisement would be ideally reflective of the groups of 'succeeders' who seek control, strong goals, confidence and worth ethic typically because they are within higher management and can easily afford the service that the advertisement is providing. As well as this the advertisement also is reflective of the 'explorers' who have energy, seek individualism and experience, this is typically a younger demographic and would most likely be appealed to the celebrity endorsement linked above.
However in comparison to this young, advanced technology promoting advert we are swarmed by Sharon Osbourne in Money Supermarkets advert. The difference between these two products is definitely the target audience as although Apple is easily bought by all ages the advert is clearly targeted towards younger generations with the hip sort of representation. However Sharon is presented in an advert which targets an older generation of people with responsibility towards car insurance and a guarantee back on money. The doing of this total contrast allows us to recognise the codes and conventions of each advert, besides the target audience the choice of sound/music track also tells us the ageing of the advertisement. Despite the humorous side of this advertisement, many audiences may feel uncomfortable of the thought of a grown man in tight shorts and heels because of the generation they have been born within and think this is abnormal by having this thought many audiences may avoid watching this advert and ignore the message that it is providing. Another disadvantage of portraying the advert within this way is that they may not take it as seriously as they should and think of this advert as a mockery.
Within this advert, as the actors are quite middle aged distributed along side each other wearing suits and ties we can assume as the audience that the demographic can be specifically aimed at A-C as the location is very managed and the actors have briefcases. Aforementioned in the previous analysis of the apple advertisement, there are psychographic segmentations amongst the advertisement industry, basing audiences on their social classes, lifestyle and personality characteristics. For this advert - the psychographic would ideally be 'Aspirers' who seek status, are materialistic and orientated to image and appearance - ideally the men within the advert who are suited are to reflect the target audience. Also 'Succeeders' would reflect well within this advert. The advertisement provides the target audience with an image of what they're aiming at as the men are all dressed the same and are around the same age category.
Within this advert above, there is a clear distinction to who it is aimed at - depending on the target audience in this case it would be from C to E as they are promoting an app in which requires an efficient payment in which C would be able to afford, and demographics such as E which would be the students and casual workers are most likely to be persuaded towards the app as it is the generation that has grown up around the celebrities endorsed within the advertisement and using such technology. Psychographic segmentation divides the market into groups based on social class, lifestyle and personality characteristics - therefore depending on these factors this specific advertisement would be ideally reflective of the groups of 'succeeders' who seek control, strong goals, confidence and worth ethic typically because they are within higher management and can easily afford the service that the advertisement is providing. As well as this the advertisement also is reflective of the 'explorers' who have energy, seek individualism and experience, this is typically a younger demographic and would most likely be appealed to the celebrity endorsement linked above.
However in comparison to this young, advanced technology promoting advert we are swarmed by Sharon Osbourne in Money Supermarkets advert. The difference between these two products is definitely the target audience as although Apple is easily bought by all ages the advert is clearly targeted towards younger generations with the hip sort of representation. However Sharon is presented in an advert which targets an older generation of people with responsibility towards car insurance and a guarantee back on money. The doing of this total contrast allows us to recognise the codes and conventions of each advert, besides the target audience the choice of sound/music track also tells us the ageing of the advertisement. Despite the humorous side of this advertisement, many audiences may feel uncomfortable of the thought of a grown man in tight shorts and heels because of the generation they have been born within and think this is abnormal by having this thought many audiences may avoid watching this advert and ignore the message that it is providing. Another disadvantage of portraying the advert within this way is that they may not take it as seriously as they should and think of this advert as a mockery.
Within this advert, as the actors are quite middle aged distributed along side each other wearing suits and ties we can assume as the audience that the demographic can be specifically aimed at A-C as the location is very managed and the actors have briefcases. Aforementioned in the previous analysis of the apple advertisement, there are psychographic segmentations amongst the advertisement industry, basing audiences on their social classes, lifestyle and personality characteristics. For this advert - the psychographic would ideally be 'Aspirers' who seek status, are materialistic and orientated to image and appearance - ideally the men within the advert who are suited are to reflect the target audience. Also 'Succeeders' would reflect well within this advert. The advertisement provides the target audience with an image of what they're aiming at as the men are all dressed the same and are around the same age category.
In many adverts - there are different characteristics that may be shown such as Techno effects, cinematography, lighting, editing, sound, music, graphics and special effects. The following may come in forms that can be covertly or overtly shown in many adverts. Like in this advert the CGI effects are overtly shown however they try to make it seem as realistic as possible by the quality of effects they use. In this leading advert for the energy supplier "SSE", they create an emotional connection through the technique of CGI creating an 'amazingly realistic' orangutan animation which is filmed using very dark lighting - fueling the idea that this is an energy supplier advert as the only things that light up the frame are the lights and electricity being provided with this power by SSE. This allows us to recognise a USP within the advert as they are portraying what they are good for, and what they can advantage their customers with. The covert message behind this advert allows the audience to be reminded of how much electricity and power is taken granted for, and even the simplicity of lights can amaze people and it shouldn't be unappreciated. In various shots of the advert, the producers use the orangutans silhouette against the brightness of the lights, portraying the product successfully as they use different intensities at different points within the production to show the broad variety which they can give customers. However the relationship between the Orangutan and the energy company has perplexed many critiques as they wonder what the link between the two is, and this may be a disadvantage as not many people will understand the service that they are trying to provide.
Within this advert produced by SSE, they demonstrate a representation of a soothing and very high key lighting production and by doing this it may aim towards the audiences of which have high responsibilities within their household such as the demographics of A-C as they may have to manage similar tasks and can relate to this advert and service. The psychographics of this service would most likely be aimed at mainsteamers who seek security, tend to be domestic and favor value of family brands. This is due to the fact that a family would be in the situation of having to need a new electricity company to commit to rather than a psychographic such as Strugglers watching this advert as it would not target them due to financial difficulties most likely and their commitments within society and their lifestyle.
Within this advert produced by SSE, they demonstrate a representation of a soothing and very high key lighting production and by doing this it may aim towards the audiences of which have high responsibilities within their household such as the demographics of A-C as they may have to manage similar tasks and can relate to this advert and service. The psychographics of this service would most likely be aimed at mainsteamers who seek security, tend to be domestic and favor value of family brands. This is due to the fact that a family would be in the situation of having to need a new electricity company to commit to rather than a psychographic such as Strugglers watching this advert as it would not target them due to financial difficulties most likely and their commitments within society and their lifestyle.
In adverts, a soundtrack may be used to catch the audiences attention and link the soundtrack with that specific advert making it more memorable to the audience and allows the audience to associate that specific sound to the product/service. As well as sound there are many other things the production may do to increase their ratings such as creating a distinctive brand identity, which is usually seen at the end of the advert that instead of using their title they produce a logo to insert into the advert to also associate the advert to their brand. Many adverts also use special effects that are illusions or tricks of the eye to simulate the events within the advert and make it more memorable.
No comments:
Post a Comment