adverts: structures and styles
DESCRIPTION
Adverts: Structures and StylesTRANSCRIPT
FORM AND STYLE
HOW ADVERTS CAN BE PRESENTED
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.
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
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
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
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
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
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
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
STYLE
We have now explored the different forms of existing advertisements, now we will be focussing on style.
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
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
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
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
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