Transcript File - Darcey`s Media Work

Darcey Tyrrell
TV advertisements have many different structures, the
type of structure used would depend upon product,
budget and target audience. Some adverts take the for
of a documentary. For example Nike may take a
sporting hero and show them training whilst wearing
Nike sports clothing.
Another format could be animation. For example a lego
advert may use a lego cartoon character to promote
their product as this would be appealing to children who
would be their target audience.
When a production company selects the structure they intend to
use in an advertisement they need to thoroughly look at the
product and decide who the target audience is. Once they know
this they can decide what structure would appeal to the largest
proportion of their target audience.
If I were advertising a brand of larger I would consider that it is
generally a drink for men aged between 18-45. It is also
associated with going out and having a good time. Therefore a
humorous structure would work well. It would also show a positive
lifestyle. Camera angles and lighting would be important to such
an advert as you would need to make the pint of beer appear
extremely appealing, for example bright lighting and close up
angles.
https://www.youtube.com/watch?v=Hjt2DCigu6o
The people who created this advert for Quorn (a meat
alternative) followed a documentary structure. The advert follows
sports icon Mo Farah whilst he is training, People who are running
with him keep dropping back which shows him as being the best.
Through out the advert he repeats ‘Practice, Protein, Practice,
Protein’. This lets you know that even though it is a meat
alternative it still contains protein.
Many different techniques can be used in the filming of an advert
that could evoke many different emotions in the viewer. This is
important as it is emotion that often encourages interest and is
also more memorable. Sometimes this can be quite subtle such as
product placement, and sometimes it can be more direct like
celebrity endorsement.
A good example of an advert using multiple emotional techniques
would be UNICEF advertising to raise funds for starving children
in Africa, the viewer would feel emotional while watching this and
would hopefully then want to help thus feeling good about
themselves.
https://www.youtube.com/watch?v=FvXgmJl5dt0
This RSPCA advert was created using techniques to make
the viewer feel sad and want to donate money. They
achieve this by using slow sad music, often piano and
violins. They also show clips of unhealthy looking animals
and animals in unsafe and upsetting environments. This
technique is very effect is it appeals to your emotional
and caring side.
When looking at advertising for products or services there are a
number of points that need to be considered. Does it have a
strong branding, for example marmite (shape of jar, colour and
font used). Does it have competitive products and if so how does it
differ.
For example Pepsi have a distinctive branding, they also have a
main competitor, Coca-Cola. They have made themselves different
with the use of competitions to win great prizes, they also use
celebrity endorsement, e.g. Beyoncé. Where as Coca-Cola tend to
use more lifestyle imagery along with influential music.
https://www.youtube.com/watch?v=aKNqojGjT_Q
Cadburys have defined themselves very well in this advert. They
show the product very early on as well as having the iconic purple
colour dotted around the advert.
As the man in the advert takes his first bite you clearly hear the
word sensation in the song. This is exactly what they want you to
feel whilst eating their chocolate, a sensation.
When embarking upon any advertisement, you always
need to consider any regulations that need to be
complied with. For example the ASA insist that every UK
advert is responsible. It must be truthful, honest, decent
and legal.
In advertising audience data is especially useful you need to
understand who your target audience is as well as being able to
measure the success and response to any campaigns. Audience
information is gathered in a number of different ways, it can be
gathered by questionnaires, focus groups and ratings.
It is only with as much data as possible that you can position your
advert correctly whether that be its structure, techniques used or
time slot that it is broadcasted.
A valuable source of information would be the advertisers
information pack. This will typically give information of times and
types of programmes being shown. For example if I wanted to sell
a new action hero toy, I would know to put it on a channel which is
showing children's TV programmes at the time, preferable a boys
programme like teenage mutant ninja turtles as my target
audience would most likely be watching.
Many advertisers would use information compiled by an agency
such as ‘The Marketing Donut’ the benefit here would be quick
access to required data.
Understanding your target audience is the key to a successful
advertising campaign. You need to have a profile of the consumer
before you are able to decide upon the style and type of your
advertisement. Things to be considered: Age, Sex, Geographical
location, Disposable income and social class. Different people
watch different programmes, they buy different products, so it is
important to match the two. For example a little girl might be
watching my little pony and come across an advert for Lelli Kelly
shoes that come with lip gloss and put pressure on their parents to
buy it for them. This advertisement would have been placed here
as there will be a strong likelihood that the young girls watching
such a programme would also be drawn to this product.
https://www.youtube.com/watch?v=ZNZc8jDo5FQ
This Lelli Kelly advert is aired on almost every children's channel
as their target audience are girls aged around 4-9. It was first
aired during and episode of the winx club as girls in that target
age would be watching. They have a very recognisable theme
tune at the start of every advert they make.
Advertising needs to be regulated. Regulation takes place through two main
bodies, the ASA and OFCOM .
The ASA (Advertising Standards Authority) have been put in place to ensure
that all types of advertising is legal, decent, honest and truthful to benefit the
consumer.
The ASA cover numerous types of advertising such as:
Magazine and newspaper advertisements
Radio and TV commercials (not programs or programme sponsorship)
Television Shopping Channels
Advertisements on the Internet, including:
banner and display ads
paid-for (sponsored) search
Marketing on companies’ own websites and in other space they
control like social networking sites Twitter and Facebook
Commercial e-mail and SMS text message ads
Posters on legitimate poster sites (not fly posters)
Leaflets and brochures
Cinema commercials
Direct mail (advertising sent through the post and addressed to
you personally)
Door drops and circulars (advertising posted through the letter
box without your name on)
Ads on CD ROMs, DVD and video, and faxes
Sales promotions, such as special offers, prize draws and
competitions wherever they appear.
The way the ASA deal with complaints is if its is a valid complaint
they will give you the name of the person who will handle the
case. The name of the person who made the complaint will be
confidential and kept from the advertiser. The majority of the time
the complaint will be dealt with quietly.
The UK Advertising Codes put rules in place for advertisers,
agencies and media owners to follow.
They include general rules that state that advertising must be
responsible, must not mislead, or offend and specific rules that
cover advertising to children and ads for specific sectors like
alcohol, gambling, motoring, health and financial products.
https://www.youtube.com/watch?v=cgLZSZqEZF8
BNP brought out a cartoon advertisement at the time of the
European election which has been banned as it breaks a lot of the
ASA’s rules and regulations. It is offensive, misleading, harmful,
etc.
They have not followed the rules and regulations whilst creating
their campaign advertisement.