Exaggeration

Taking the basic ideas that people want to communicate people always will exaggerate it. As they take it to the extreme, it pushes it beyond reason and beyond reality. You can either exaggerate;

v  Benefit

v  Problem

v  Size

v  Physical appearance.

Making sure to exaggerate an exaggeration BIG can be very interesting for the viewer and will draw them into the advert. It can be very powerful in a way an advert would come across as to be communicated to the consumers.

This advert ‘Cheez It’ is very child friendly and can have many different target audience’s. The main target audience I personally would say it is for its parents as its promoting delicious cheesy snacks which is more suitable for children. The cheese shows childish behavviour towards the man.

Style - Dramatic

A dramatic advert is something to keep a viewer on edge of their seat as they are expecting something big to happen and not knowing what to expect next. This is highly effective as these kind of adverts get the viewer involved either physically or emotionally into the advert depending on what kind of advert it is. The audience are always kept in suspense.

The NSPCC advert is a very good example of a dramatic advert which gets people emotionally and physically involved, it’s a black and white advert which gives off a sense the life and colour are just drawn out of it as there’s nothing to be happy about. Sympathetic music playing in the background also helps empathies this. Following the live lives of the children on the screen and a soft yet gentle nurturing voice speaking over it makes people feel sorry for them and gives off emotions which they won’t like.

Style - Parodic

A pardoic style of advert is used effectivly to mock a various of things from famous icons to TV shows/film.s These types of adverts are made to make the audience laugh and make the advert memorable as it makes you thing of two main things. The advert its mocking, helping the advertisment of the product beforehand memorable and the product which is playing during the parody advert. Using this effective style, the adverts product can also get famous or remembered from word of mouth from the actual advert itself.







One effective parody advert which has been advertised is the Specsavers advert which references the 'Lynx Effect' advert. Using this style and the combination of adverts, this will help Specsavers as they try to sway and attract the audience of Lynx fans, to Specsavers. As the advert plays, it's main target audience in this advert is aimed at males from the amount of females used in the advert itself. Using a high majority of males running towards one male is creative ad realistically that would never happen, but as the women get closer an the man pulls out his glasses it all changes because the women walk away. The techinques this advert uses 3 main techniques which are;

• Sex Appeal (Beauty) - The advert is hinting at the fact looks do count, and with Specsavers glasses you will look better.
• Exaggerate -
• Promise of Benefit - The advert itself is promising to deliever benefits of need to the audience. Its selling its product.

Emotion

Adverts which are based on emotion, are set to trigger feelings from the viewers. This will help them connect to the advert instantly with what is on screen. Music used within the advert can also help bring out the emotion. As it plays quietly in the background, yet still hear able, it can be considered as magic as it creates an instant emotion response. Strong emotions which can be given from an advert are;

v  Love

v  Anger

v  Grief

v  Sadness

On screen, there are many things which can set off all of these emotions. From things to;

v  Weddings

v  Babies / Kids

v  Animals, especially cute animals

The NSPCC advert is a very good example of an emotional advert. It triggers many emotions to do with sadness, anger and many more. The target audience for this advert would be aimed at parents with children who they love. Using children on screen who look scared and frightened and a soft voice who narrates the advert, makes it more sympathetic .

Dramatic Conflict

Dramatic conflict can be used to either focus attention or heighten interest in your message. Drama conflict can be between several people or things such as;

v  Husband vs. wife.

v  Mom vs. her children.

v  Recent college grad vs. sexually aggressive boss.

v  Molly vs. insanity, a struggle with mental health.

v  Girl Scouts vs. nature.

v  Dog vs. mailman.

v  Teenager vs. her conscience.

v  Creative Director vs. client.

The conflict can be between near enough everything. This means that depending on the advert, the target audience can change into a wide variety of people and demographic groups.





This advert is a prime example of the drama conflict and it's the Nike plus advert which shows conflict between men and women. I think this is a good example as it can relate to real life as of today there is still conflict between men and women to try and show who the better gender is.

Introduction

Advertising is all around us and is integral to everyday life. It is one of the largest sectors of the media industry, adverts being presented in a wide range of media such as television, film, radio, magazines, posters, billboards, the press, and the internet. Of all of these, television advertising probably has the highest profile, some television advertisements being so effective and memorable that they become classics and part of the cultural background for a whole generation of viewers. Television is used to market almost every product one can imagine from everyday consumables, like washing powder, to extravagant sports cars, whilst some advertisements promote a service such as insurance, banking or vehicle breakdown cover.

Television advertising has become more and more sophisticated, utilising the very latest digital production techniques. Content and style can be simple or complex, using traditional narrative structures or less obvious surrealist imagery, and messages can be overt or understated.

In this blog I will show my understanding of the structures and techniques used in television advertisements.

I will cover the following structures relating to form, style and the codes and conventions used in adverts.

I will also discuss with examples the different techniques that advertisers use to promote a product.