TELEVISION ADVERTISING TECHNIQUES.

LUCY CAPEL

Form. Style.

Codes and conventions.Computer graphics.

Special effects.

STRUCTURES!

A Form is the way in which an advertisement is presented on the television. Different types of Forms are used in television

advertising and depending on the audience and product of service the Form will change to fit the purpose needed. These

are a few examples of the different Forms you can get. Animations – An animated advert. (Milky Way Advert - the red car and the blue car had a race). Mini Fictions – An advert which has a short story line. (Lynx the end of the world). Documentary – This type of advert is usually used to promote charity work. (The Salvation Army Christmas appeal). Talking Heads – An advert where there is a person promoting the product saying how it has positively effected them. (Yasmin from Oral B). Series – Where there is more than one advert advertising the same product. (BT Infinity Series). Stand-Alone – Where there is just one advert for the one product ()

FORM...

STYLE...

Style is similar to Form however instead of focusing on how the advertisement is presented, Style looks deeper and what

route they want it to go down. Some examples of this are listed below.

Humorous – Something intended to be funny and make the audience laugh. (Snickers – “You’re not you when you’re hungry”). Surreal – Something that wouldn’t normally happen, usually weird and abnormal. (Reebok – “Belly’s gonna get ya”). Shocking or dramatic – Something that is intended to have an effect on the audience. (NHS – Stop Smoking). Parodic/Intertextual – An imitation/copy of a well know thing, whether that be a person, song or film. (118 118 – “The A Team”). Nostalgic – The feeling and remembrance of specific memories from the past in which you can relate to. (Hovis – “Through the ages”). Technical elements – The use of camera (for example angles, shots, movement and composition), mise-en-scene, lighting, editing, soundtrack.

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CODE & CONVENTIONS...

A special effect is an illusion created for films and television. They achieve this by using props,

camerawork and editing. The main way of creating a special effect for an advert is by using computer graphics. Some examples of how companies use

special effects and computer graphics in advertising are given below.

Money Super Market. Compare the Market (Compare the Meerkat). Evian (Babies dancing). British Airways. Cravendale (Cats have thumbs).

SPECIAL EFFECTS & COMPUTER GRAPHICS...

Hidden and overt messages.Emotional responses.

TECHNIQUES!

Hidden Messages are otherwise seen and known as subliminal messages, this could be an image or words flashed on a screen, audio, images or words hidden within a scene or an advert that

we are not consciously aware of seeing or hearing. AT&TCoca-Cola – “Drink Coca-Cola, Eat Popcorn” (1957) McDonalds – On the food network channel (America 2007)

Overt Messages are displayed in plain view, many advertisers will transmit messages in their adverts to sell their product. This could be the brand’s logo or slogan at the bottom of the screen.

Weight Watchers Lynx Channel 4 break titles

HIDDEN & OVERT MESSAGE...

Emotional Response – Advertisers recognize that emotions play a significant part in the products that we choo0se to buy (eg. we may buy a product which

serves to: - solve a problem, stop something happening that we fear, plays upon our guilt or compassion, seeks to help our social position).

Playing on fear – The anti-smoking advertisement demonstrates how children are more likely to smoke if their parents do. The anti-drink driving advert suggests what could happen if you were to drink drive.

Guilt and compassion – This is often used for charity advertisements

EMOTIONAL RESPONSES...

Benefits offered.Advantages over similar products.

Unique Selling Point.Lifestyle appeal.Brand identity.

CHARACTERISTICS OF PRODUCTS OR SERVICES!

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BENEFITS OFFERED...

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ADVANTAGES OVER SIMILAR PRODUCTS...

Unique Selling Point is also known as the USP. It is seen as the one thing which the product or cause has which no other does, include in the message that the advertisement is trying to transmit, used to convince an audience that their product is worth buying. The USP can be presented in many different

ways, a few examples of this would be: Celebrity endorsement – A common technique whereby a celebrity is featured in the ad, often the celebrity is associated with the product in question. Voiceover Adverts – Voiceover adverts use voiceover to address the audience directly, celebrity voices are often used, much like celebrity endorsement. Music – a key part of TV advertising, featuring that has become more prominent in recent years, recording artists regularly use ads to raise their profile, ads use ‘catchy’ songs to grab attention, also using ‘classics’ for audience recognition.

UNIQUE SELLING POINT...

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LIFESTYLE APPEAL...

A Brand is a type of product manufactured by a particular company under a particular name for

example Apple is the brand and the iPhone 6+ is the product produced by the brand. A Brand’s identity is

extremely important to the company. It is used to complete the look and feel of the brand; this would

include the designing of the logo, value, slogan, colour scheme and advertisement. Companies use brand identity to make an audience recognize and

identify their product easily. McDonalds Nike KFC Virgin Media

BRAND IDENTITY...

ASA.Ofcom.

REGULATION!

Advertising Standards Authority, otherwise known as the ASA is the UK’s independent regulator for

advertising across all kinds of media. Their work includes acting on complaints and proactively

checking the media to take action against misleading, harmful or offensive advertisements. They try and

make every advert reasonable by having a five strand strategy.

Understanding Support Impact Proactive Awareness

ADVERTISING STANDARDS AUTHORITY...

OFCOM...

Ofcom is a rules and regulations company which is used for both the television and radio. Their main legal duties

are to ensure that:

The UK has a wide range of electronic communications services, including high-speed services such as broadband.

A wide range of high-quality television and radio programs are provided, appealing to a range of tastes and interests.

The content of television and radio adverts are suitable for the appropriate time slots.

Television and radio services are provided by a range of different organisations.

People who watch television and listen to the radio are protected from harmful or offensive material.

People are protected from being treated unfairly in television and radio programs, and from having their privacy invaded.

They are not responsible for regulating disputes between you and your telecoms provider.

http://www.asa.org.uk/About-ASA.asp http://www.ofcom.org.uk/

http://brainz.org/10-devious-banned-subliminal-ads/

BIBLIOGRAPHY…

TELEVISION ADVERTISING TECHNIQUES.

LUCY CAPEL