WHAT IS AND ADVERT ? BLUE THORN BTEC MEDIA LEVEL 3 AV
ESSAY
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WHAT ARE ADVERTS ? Adverts can have many different forms, they
can be on TV, billboards, magazines, websites or even on busses and
bus shelters. They are designed to persuade an audience. They can
be made to advertise a product, a film/program, service or brand.
There are many devices that can be used in an advert such as
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REPETITION- WE BUY ANY CAR
https://www.youtube.com/watch?v=f-yEWZTBQ64 Believing messages that
are repeated. Repeated brand names and catch phrases. The
catchphrase and company name We buy any car is repeated several
times in this advert, this makes the advert memorable as it is
repeated as a song.
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REWARD- YOU BUY ONE YOU GET ONE FREE
https://www.youtube.com/watch?v=Iw0acK3Jb6c Free offers are naked
rewards, rewards are often physiological rather than material,
advertisements for household cleansers offer the reward of being a
good housewife or parent.
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PUNISHMENT- IAMS CAT FOOD
https://www.youtube.com/watch?v=x_wl8uK4QCg You are threatened with
punishment and guilt of not being a good pet owner because you
havent bought a good quality/ healthy cat food.
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AGREEMENT WITH VALUES- AGE UK
https://www.youtube.com/watch?v=-EXdLhEyUHw The communication
offers value messages, which you are bound to agree with, and then
ties them to the product or service, so that you feel that you also
have to buy this as well. You agree that it is sensible to plan
ahead and provide for your old age, so of course you should buy
this insurance.
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GROUP IDENTITY FANTA ADVERT
https://www.youtube.com/watch?v=3Bw3lKS7REU Advertisements often
persuade the consumer by showing an attractive group member and by
offering membership of that group along with the product.
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EMULATION AND ENVY- JADORE DIOR
https://www.youtube.com/watch?v=Rm-vBq-1T1k The advertisement
offers you something, like a way of life, which you desire, and
with this product you can live this desired lifestyle.
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NEEDS STRONGBOW https://www.youtube.com/watch?v=tWtTMV7gmdE
Many advertisements for beer offer to satisfy the consumers needs.
You will become one of the lads and have a good laugh at the bar if
you drink this certain beer.
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THERE ARE 4 FORMS OF ADVERTISING Narrative (Realist and
Anti-Realist) Animation Documentary Talking heads
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NARRATIVE (REALIST AND ANTI-REALIST) - Realist narrative-
Standard real life Stanislavski esc advert. Something that could
really happen. Its relatable to the audience, they can see
themselves in the situation. -Anti-Realist narrative -Anything that
could not happen in real life, almost absurdist. It can create a
more memorable advert with a chance of it going viral.
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ANIMATION JOHN LEWIS
https://www.youtube.com/watch?v=tWtTMV7gmdE An advert that has been
drawn instead of being filmed/or to bring something to life e.g.
animals, objects etc.
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DOCUMENTARY COLGATE https://www.youtube.com/watch?v=1l3kkyJ5Jf4
-Telling the audience facts representing reality and identifies the
issues and the concepts.
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TALKING HEADS ASDA https://www.youtube.com/watch?v=7uPfJm0I3xc
A talking head advert is an ad that shows everyday people being
interviewed giving their opinions and ideas on the chosen product.
We can relate to these adverts and people in them because they are
just like us.
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THERE ARE ALSO 4 STYLES OF ADVERTS Humorous Surreal Dramatic
Parodic
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HUMOROUS DARTH VADER (CAR AD)
https://www.youtube.com/watch?v=R55e-uHQna0 Through the
intertextual reference dressing up a small child as the evil Darth
Vader creates humor. This will appeal to star wars fans; these fans
may fall into an older male demographic.
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SURREAL CRUSHA (CAT)
https://www.youtube.com/watch?v=r73_tUHjwmg The point of a surreal
advert is to be unique in order to attract attention. This advert
is aimed at children. Cats are one of the most common viral things
on the Internet. The advert has taken advantage of that and used
cats to create a surreal and memorable advert.
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DRAMATIC STRONGBOW https://www.youtube.com/watch?v=hgzLWOB5w0w
Adverts the keep the viewer hooked from the moment it comes on, the
use of dramatic music and different camera angles gives the advert
a film like theme.
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PARODIC SAMSUNG (APPLE PARODY)
https://www.youtube.com/watch?v=rask0SaAFJ8 Adverts that poke fun
at other adverts, and highlight the negative side to them.
Competitors might do this to draw peoples attention to the
negatives so that the consumer will be less likely to buy if.
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ASA (ADVERTISING STANDARDS AUTHORITY) The advertising standards
authority is the UKs independent regulator of advertising across
all media. They apply the advertising codes, which are written by
the committees of advertising practice. Their work includes acting
on complaints and proactively checking the media to take action
against misleading harmful or offensive advertisements.
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BANNED ADVERT. Paddy Power PLC The advert was banned as it
offered incentives to bet on the outcome of Oscar Pistorius murder
trial. Complaints that the advert caused serious offense by
trivializing the issues surrounding a murder trial, the death of a
woman and disability were upheld. They concluded that the approach
brought advertising into disrepute.