adverts: structures and styles

15
FORM AND STYLE HOW ADVERTS CAN BE PRESENTED

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Adverts: Structures and Styles

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Page 1: Adverts: Structures and Styles

FORM AND STYLE

HOW ADVERTS CAN BE PRESENTED

Page 2: Adverts: Structures and Styles

FORM

Different forms are used in advertising in different ways.

Depending on the audience and product or service, the form of an advert will vary.

Page 3: Adverts: Structures and Styles

FORM

Animation

The term animation encompasses a wide range of techniques from 2D images all the way to CGI. Animated images are often used in television advertising so that more fantastic or impossible scenes can be used.

Examples:

Guinness - Evolution

Milky Way - Red Car, Blue Car

Come up with 2 of your own examples

Page 4: Adverts: Structures and Styles

FORM

Documentary

Documentary style adverts attempt to document reality The documentary style can also be parodied and is sometimes referred to as ‘mockumentary’.

Examples:

Bob Monkhouse- Prostate cancer

Dog Trust - Never putting a healthy dog down

 

Come up with 2 of you own examples

Page 5: Adverts: Structures and Styles

FORM

Talking Heads

A ‘talking head’ is a television pundit who discusses a specific topic, directly addressing the viewer at home. This set-up is used frequently in C4 countdown shows such as ‘100 best…’

Examples:

Vanish & Colgate adverts

Matt’s story - Sensodyne

 

Come up with 2 of your own examples

Page 6: Adverts: Structures and Styles

FORM

Stand Alone

Singular adverts which advertise a product or service and do not link with any existing advertisements for that brand, product or service.

Examples:

Think! - Slow Down

Safestyle UK - ‘BOGOF’

Come up with 2 of your own examples

Page 7: Adverts: Structures and Styles

FORM

Series

Some ad campaigns use a series of adverts to promote a single brand, product or service. Sometimes the adverts differ slightly in the content but it can also result in a progressive narrative over a long period of time and over a number of singular commercials.

Examples:

BT- Kris Marshall

Wonga – Earl and his grannies

Come up with 2 of your own examples

Page 8: Adverts: Structures and Styles

FORM

Realist Narrative

A realist narrative aims to present the viewer with a ‘real life’ feel. Realist narratives are used to make the audience feel they are watching something believable and realistic.

Examples

Nescafe Gold Blend – Antony Head

Daz – Doorstep Challenge

Come up with 2 of your own examples

Page 9: Adverts: Structures and Styles

FORM

Anti-realist Narrative

An anti-realist narrative aims to present the viewer with a situation or concept that is clearly ‘made-up’ or unreal. These are also known as formalist narratives. Anti-realist narratives usually offer the viewer humour or escapism.

Examples

Go Compare – Aliens

Citron C4 – Transformer car

Come up with 2 of your own examples

Page 10: Adverts: Structures and Styles

STYLE

We have now explored the different forms of existing advertisements, now we will be focussing on style.

Page 11: Adverts: Structures and Styles

STYLE

Humorous

• Can be tongue in cheek, silly or cute

• Usually harmless and stick in our minds

• Frequently used in alcohol ads

Examples

Have you got a WKD side? - WKD

Nanas knit Shreddies - Shreddies

Come up with 2 of your own examples

Page 12: Adverts: Structures and Styles

STYLE

Surreal

• Audience are not too sure what the product is

• Plays on being different and away from the ‘norm’

Examples

David Lynch - PS2

Belly’s gonna get ya - Reebok

Kevin the hamster - Levi’s (banned)

Come up with 2 of your own examples

Page 13: Adverts: Structures and Styles

STYLE

Shocking/Dramatic

• Gets our attention and makes us feel bad/sad

• Shock tactics to appeal to softer/kinder side and we feel empathy

Examples

NHS - Give blood/stop smoking

Think! - road safety

Bob Monkhouse - Prostate cancer

Come up with 2 of your own examples

Page 14: Adverts: Structures and Styles

STYLE

Parodic

• References existing texts and makes fun of the original subject matter

• We feel smart/glad to get the parody/homage

Examples

The A-Team - 118 118

Wacky Races - Vauxhall Corsa

Come up with 2 of your own examples

Page 15: Adverts: Structures and Styles

STYLE

Nostalgic

• Plays on our sense of nostalgia/fondness of the past

• Audience remembers older days/adverts

Examples

Through the ages - Hovis

Through the ages - Bisto

Through the ages - Fairy Liquid

Come up with 2 of your own examples