Codes and Conventions - Technical

 For the codes and conventions I am going to analyse the Warburtons Bread 'Burnt Loaf' advert and the Kellog's Frosties 'High Dive' advert.

The camera shots and angles that are used in this advertisement are mostly close ups, to show the facial reactions from the characters, and long shots to establish the scene and show the surroundings. The editing in this ad involves cuts and slow motion to create dramatic tension. The lighting in this advertisement is natural throughout the advertisement to make this situation seem more realistic.  The sound used with in the advertisement is a recognisable piece of music which has featured in movies before as its very dramatic especially in relation to this advert. It definitely adds a lot of drama and tension into the ad. the only other sound in the advertisement is a man crying out "No!" however its in slow motion so its a deep sound which also adds drama as i said before. The target audience for this advertisement i think is more adults that would tend to go shopping for the household. The drama which can also be seen as slight humour and sarcasm therefore attracting a wider audience. There are no CGI or special effects in this advertisement this is to create the realistic situation again.

This advertisement is fully CGI and uses humour therefore it is suitable and will attract the audience it wants to. The main target audience is young children which will be attracted to the animation and the iconic figure Tony the Tiger which everyone relates with Kellog's Frosties. The humour involved in the advertisement is there to make the advert more fun for the children and make it seem as if they are watching a real cartoon. The sound in this ad is mainly musical sound effects to go along with the cartoon and the obvious slogan 'There Great!' which is the recognisable iconic catch phrase to go with the cereal.

Style - Parodic

Parodic Advertising is where an ad uses another narrative idea that has already been used in another advertisement, film or programme. using this technique can add humour and make it memorable because the audience will relate the product with this parody. A parody could simply just be sound like music or a voice over that is from a film or programme, or it could visually resemble another film or programme.
here is an advert that uses a Psycho parody:

The use of the parody in this advertisement is to create humour because it is not the exact same as the original narrative.

Style - Dramatic

Dramatic advertising is advertising in which has a slow build up to the product. this build creates slight tension with the audience as they want to know what the product is and see what the product looks like. Dramatic advertising is normally used to show how complex but simple, and how serious the product is. These ads are usually creative and therefore will draw in the audience. Here are example of dramatic advertising:
Honda Cog:

The drama in this advertisment is the slow build up and the tension it creates with the audience wanting to know what the product is and what it looks like.

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Style - Surreal

Surreal style advertisements are ads that possess a dreamlike quality and are not quite realistic. The surreal style is normally used to show how good the product is, as in saying its better than reality almost. Also the surreal factors in an advertisement will attract the audience as it is normally unrealistic and the audience will be drawn from the beginning and wonder what the product is because normally the visual hardly relates to the product. like for example this Guinness advert which has the horses in the waves doesn't really relate to Guinness but it relates to the slogan which is 'Good things come to those who..'

Style - Humorous

Humorous advertising is a popular style to use when advertising. It is very effective because humour will draw in the audience therefore noticing the product and be able to relate the humour with the product and the therefore the product will be memorable. For example this advert uses humour to show the power of the product:

Form - Stand Alone/Series

A Stand alone/Series advertisement is a advertisement that is like a story of the same people doing different things to sell the product. Using this method can draw in people because they want to know what happens in the next advertisement that continues the story. Sometimes these adverts are played in two or three parts throughout an advertisement interval on television this is effective because you don't see the full story together and have to put it together to understand the humour or what they are trying to get across. For example here is advertisement that is sometimes played in two parts.

Form - Talking Heads

Talking Heads is a type of advertisement in which many people are interviewed about the product and tell you there opinion. It is similar to the documentary style therefore it persuades the audience to buy/use the product as the audience will be convinced from the genuine opinions these people are giving. Here is an example of an advert that uses the Talking Heads technique:

Form - Documentary

Documentary style advertisements are one of the most common television advertisements. They are known to be very effective because they use real people either talking about the products or testing the products usually positively. Because the people in these adverts are genuine or seem genuine and the audience will be convinced that the product is effective and want to purchase it. Here is an advertisement that uses the documentary style.

                                                                                                                                                                                                                                            

Form - Animation

Animation is commonly used in advertisements and it can vary from hand drawn traditional animation to computer animation. Adverts normally use animation to relate to a certain audience or they will use it if they want a certain affect that can not be achieved using actors or products. A animated advertisement can also be run longer than a normal advertisement because the changes in fashion, that would most likely date a normal advert, wouldn't effect it. Often animation is used with real actors such as the Kellogg's Frosties Tony the Tiger advertisements which have lasting popularity.

Kellogg's Frosties Advertisement

This is an example of an animated advertisement. Animation is used in this advert to relate to the audience that will want the product which is children. this advertisement will catch children attention when watching television and also make them laugh. The advert shows that the product will make you fearless and give you energy making the audience want to try the product even more. Therefore the use of animation in this would be successful.

Form - Narrative Structures

A narrative is a story. The narrative structure is how the the story is told. Advertisements use stories to persuade and convince the audience to buy the product therefore creating stories around them helps to do so. There are a few different structure narratives here is an example: 

Propps Theory is the theory that every narrative will involve a hero, helper, villain and damsel in distress.

Persil advertisement -

This advertisement is an example of Propps Theory. The hero is the Persil washing detergent, the helper is the mother washing the clothes with the Persil, the villain is the dirt that is on the children's clothes and the damsel in distress can either be the children or the dirty clothes they are wearing.

Structures

The structures of television advertisments relate to the form, style and codes and conventions used by advertising producers. Over the next few blog posts i'll be explaining each of these in more detail with relevant examples.

Introduction

This blog has been set up for our BTEC level 3 extended diploma in creative media production course. We are working on an assignment for advertising production for television.

The grade you received for this assignment is as follows;

Assignment Brief