Transcript TV Advert Research

How have advertisements changed over time?





Music used to play less of a role in advertisements.
Nowadays, however, music plays an integral part of
adverts.
Adverts of the past were more talk-orientated and
upbeat, contrasting with the modern use of downbeat
music and minimal conversation between individuals.
Historically, adverts were dependent upon the content
of the advert (the meaning of conversations, the use
and price of the product itself, etcetera), modern
adverts are “superficial”, and rely mostly on colour
and sound.
Certain techniques, such as foreboding or piquing the
viewer’s interest have grown in their use, whereas
others, such as wordplay/puns have declined in their
use.
Visual humour is the most common form of humour,
nowadays.
What techniques are used by advertisers to
capture the attention of the audience?





There are many different techniques used in
advertising to capture the viewer’s attention.
An advert, in order to be successful, must attract the
audience’s attention and make them question what’s
happening.
Colour and music are particularly important to
advertising, as you need to colour and music to
convey meaning and attract the viewer’s attention. If
you are going for a non serious advert bright colours
are usually recommended as the bright colours will
attract the audience easier and loud music gets their
attention quicker.
Whereas if the advert is a more serious they use
darker colours and slower music to make clear to the
audience the tone of the advert.
Humour is frequently used by advertisers to attract
the audience through making them laugh.
Do specific products lean toward certain
techniques?






The choice of techniques used within the advert is
mostly dependent upon two main factors:
the target audience (an advert directed at
pensioners is unlikely to play dubstep).
the product (it would, in most cases, be
inappropriate for an advert about funeral care to
use black humour).
Certain techniques are more prevalent in certain
types of advertisements (car adverts often focus
on things working in coalition or the beauty of
the natural and the mechanical, etcetera).
Perfume adverts like to use the Anti-Narrative
technique and like using dark colours and slow
music for their adverts.
Car adverts like to use very loud current music
with usually very bright colours and like using
shots of cityscapes
Advert 1
The Smash Martians adverts use humour
effectively in there adverts through the use of
Hidden advertisement. The adverts do this by
showing us a bunch of Martians all talking
about humans making us unsure on what they
are on about only to find out they are talking
about mash potatoes. This is very humour-us
to the audience because they do not expect to
see aliens very interested in mash potatoes.
Also just the thought of aliens eating mash
potatoes is very funny to people. Also the
overall design of the Martians is also very
humorous to the audience.
Advert 2
The Citroen C4 advert is a good use of humour in an
advert. The advert uses humour to its aid by having
the product they are trying to sell you by have it turn
into a robot and start dancing. This seems very
humorous to the audience because it seems very
out of the blue for a robot to start dancing. And
because it seems very strange for an advert to
advertise in this way. This is why its a good use of
hidden advertising because no one would expect a
robot dancing to be in a car advert.
Advert 3
The Cadbury's gorilla advert is effective due
to the use of imagery and music. It is also a
good use of a hidden advert. The advert is
effective because it shows a gorilla playing
the drums to Phil Collins which makes the
audience laugh because it is very strange
and just comes out of nowhere. And then
when the audience find out that they are
advertising chocolate it makes them laugh
even more because it just seems weird in
contrast to what they are advertising. The
weirdness of the advert in general is what
makes it so memorable to the viewer
making the ad serving its purpose