Structures of Advertisements

The structures of television advertisements relate to its form, style and the codes and conventions used by media producers. Over the next series of blog posts I will discuss each of these in detail with examples.

Form - Narrative Structures

A TV adverts main aim and purpose is to try and sell their product to a consumer, so in order to sell their product they have to come up with and create a various range of stories.

The story itself is also mainly known as a narrative, and the structure of the narrative can be seen as a suggestion to the ways which the narrative is revealed to the consumers in which would be best to show the product which is being sold. There are four main narratives such as:

·         Linear

·         Non-Linear

·         Open ended

·         Closed

However, the more common way, and easiest way to tell a story in this case would be to use the linear narrative (beginning, middle and end in the correct order).                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       

The Nationwide advert is an example of a linear narrative, the ad starts off with beginning part of the story, this involves the character Vicky Pollard form the TV show Little Britain going into a bank and asking for chips and other food. the middle part of the story includes the banker tells the characters about the different saving accounts. The end of the advert shows the characters still not understanding as they say they want an account, but with ketchup on the side. This advert is targeted at a wide range of people, they want as many people as possible to see it. The Little Britain characters are iconic and are known by most people so when seeing the advert people instantly know who is being used in the advert

Form - Documentary

A documentary uses many persuasive languages and ways in which draw in the viewer to buy the product which is being advertised. Documentaries make many claims which can either be true or false, but no matter what they claim they explain and give reasons on why it may/might be true. Using an expert from the area the product is being advertised, is always helpful for the consumers as they will tend to believe it more.  

The Colgate advert is a prime example of a documentary advert; it is an advert for toothpaste which helps get rid of a list of things such as;

v  Cavities

v  Gum Problems

v  Plaque

v  Tartar

v  Bad Breathe

v  Staining

v  Sensitive Teeth

v  Enamel Erosion

It makes many scientific claims about the product, and the person explaining all of this when seen on screen sounds like he knows what he is talking about as if he is an expert which also is persuasive for people to buy the product as it seems more believable. This advert is aimed at many people from mums, to people with sensitive teeth, smokers and many more. It gives off a technique of promise of benefit.

Form - Animation

 Animation has become the most popular kind when it comes to advertising products as we see on the TV, it is beginning to be used more and more. Animation has become more and more advanced as it can be from two ways, either hand drawn or computer generated. Different benefits can be used from the way in which animation comes across, for example, animating over a normal actor can be benefical as it can create a certain appeal which would be more difficult to create with life models.

The Coco Pops advert shows the main character Coco with all of his friends and has adverts to show each of the cereal which are related to coco pops. Coco has been the mascot for coc pops since 1991. The cereal was first introduced in 1958 to the United States and 1961 to th United Kingdom. Animation itself can be enjoyed from people of all ages from young children to parents.

Form - Talking Heads

Talking heads is something where people watching a possible advert can relate to what’s going on, on the screen. Using adverts like these, enable the audience to relate to the everyday life that they see on the TV.




This advert is good because its something people can relate to in everyday life. Even though women are more likely to do the shop, every little helps when there is a family to provide for so using a technique called promise of benefit, it's trying to enccourage more people ton shop at ASDA. Showing a group of mothers or friends on the advert talking about the price difference and disgussing the results also showing facial expressions and reactions, is like an insight on what to expect if the audience is to shop at ASDA. Basicing the advetr itself on opinions, helps mums relate to the weekly shop.

Form - Stand Alone/Series

A stand alone advert is one advert on its own which a company will put time, effort and money into. They won’t think about what the next advert will be as their mind will be set on just the one they are producing. However, a series of adverts is one advert on going onto another and slowly tells a story through a period of time. Over the period of time, characters can change or develop.

An good example of a series is the BT adverts, they contain serveral different adverts which all are linked but happen over different perioids of time like an on going story.

It also shows how the characters develop. The YouTube link I have put about this section of text is just one example of one of the company’s series of adverts. Giving the company’s advert a more family feel which can be seen as the main target audience, can attract more viewers and will persuade more people to phone up and get started with this company. In a very subtle way, it is very persuasive as more and more family’s are looking for ways to keep in contact with people and family and also save money and BT are offering that to them. The technique in this advert would be promise of benefit.

Style - Humorous

A humorous advert is designed to get the target audience laughing which will enable them to remember the advert. There are many different kinds of humours adverts which will appeal to different types of target audience.

One advert which has stood out is the M&M advert which is new and being played during the superbowl. This advert uses an indate song which younger people from the ages of 15 to early 30's would recognize. Using the song 'LMFAO - I'm sexy and I know it'