TV Adverts: conventions & codes

Code and Conventions in advertisement are the norms and expectation of a general advert. In advertisement by following codes and conventions an advert could be extremely effective since they can communicate with audience more efficiently as they would know what works well with them. Therefore, codes and conventions are used in order to help advertisers be more successful by using methods which generally work well with their target audience. 

Soundtrack

Soundtracks are music that has been recorded which is parallel to the advert playing. Advertisers use this to make the advert more memorable, they can do this by using a catchy tune or song since they are easy to remember even though they are simple. The soundtrack is good because it's supposed to remind the audience of the product or service they saw every time they hear the tune or song. However, having a soundtrack could be bad for the business since the wrong music might take the attention of the main message of the advert. For example a rock song could take the mood off a serious massage or if the message is serious but the track is to smooth. This means the wrong theme of music could ruin the advert.

brand identity
A brand identity could be the symbol that a company could use to be recognized, they do this so people could identify them when advertising a product or service. This means a brand logo is a way in which a company could be recognized without having to mention it's name. advertisers typically put the brands identity at the end of an advert to inform the viewers who this advert is associated with. The fact that the Brand image is at the end of the advert could have a negative impact on the company being advertised since it might not be seen by the audience as they might lose interest earlier in the advert. This means if the advert is not interesting enough at the beginning but is target the right audience the company might not get as much customer as they would have since they would have lost interest because of the advert..

Iconography
Iconography is a symbolic representation of prop in a conventional way, this is used to give a prop meaning so the audience would know what that particle scene is about. In an advert, advertisers typically use everyday items to help establish how vital and beneficial the main product would be if you had it to help you with your everyday issues and make life a bit more simple in the sense that the benefits it offer are more simple but useful. This is good since it highlights the purpose of the product which is good as the audience would know why they want it. However, if the iconography used to support the product is not supportive enough the audience would be persuaded to buy meaning the advert would not have achieved it's purpose.

• A product is the item used in a advert in order to give that particular product public awareness. The advertisers usually put the product as the main focus of the advert. Within the advert the best features of the product are shown to the audience, the product purpose is to get the audience to want it meaning they have to try selling the product or service through the advert, in order to change the product from an aspired item to an item in demand. However, the product is not always the main focus of the advert meaning the product doesn't get much recognition, hence the audience wouldn't want it to much as they barely recognized it.

Special effects
This is typically an illusion used when recording an advert in order to duplicate reality and then bend it into anything you need or want. They are used in order to make the advert more dream like meaning they are used to make the advert do things they should really be able to do in reality, this is good since it allows scenes to look a better with special effects. Furthermore, special effects are used to create scenes which are to dangerous for actors to do. For example jumping in front of an explosion. This means special effects are a way for advertisers to create scenes that look realistic but aren't. However, sometimes specially effects are too expensive for advertiser to use meaning not every advertisers could use it and the ones that do use it takes long time to produce.

Cinematography
This is how a scenes are recorded and what type of techniques or style. Cinematography is used in advert to make the advert as professional as possible, it is also used to help scene express their purpose in the most effective way since it makes the emotions more intense. This is effective because the audience would know what the advert is trying to say and would understand exactly what they are advertising, meaning audience would be more interested in the advert since they would know what it is about and they would focus if they know it is target at them. On the other hand, the audience doesn't acknowledge cinematography meaning the average viewer doesn't care what the camera angles or size the advertisers used but do care about the quality.

Editing

Editing is the procedure of controlling and changing the scene shot in order to make an improvement tot the scene, such as changing the quality or the resolution to a better suited one. Furthermore, this could be used in different ways relying on the scene the editor is working with. For example in an advert that uses action scenes the editing is fast, but in conversations scenes the editing is slow. This is good to use in advertisement since advertisers could use it to help them decide if they want viewer feeling intense throughout the advert or if they want the attract their audience by using enhanced colour to attract their attention.

lighting

lighting is the type of light is used when recording a scene, lighting helps to set the mood in the sense that they help suggest a specific feeling to the audience. This is useful in advertising as helps to create the emotional response the want from their audience advertisers usually do this by using high/low key lighting to set the mood. This is good way to control the mood of the audience since bright(highkey) make people feel secure and enlighten since bright color give the vibe of happiness and dark(lowkey) give out the opposite mood. 

Compression of narrative

compression of narrative is when an advert uses a couple of short narrative scenes within itself in order to give the advert context behind it. Advertiser should use a compressed narrative in order to keep the advert interesting for the view and also to help the audience understand what the advert is about. It conventional since almost every advert tries to persuade a viewer to purchase the product or service since it is their purpose and they cannot persuade their audience without using having a narrative. However, if an advertisers uses too much narrative it might not be as effective since the audience would lose interest if there isn't enough action going on.

Computer Graphics

Computer graphics are images made from computers or edited by one with the assist of powerful graphic hardware or software. Computer graphics is conventional for animation to use since it helps to improve the way the final product looks, this is good since it makes the advert look more professional after the graphics have been improve. If an advert uses an excellent computer graphic it would be able to grab the attention and hold it. this is good because the audience would remember the advert especially if it looks good. However, this is also very expensive meaning on organisations with large budget can avoid it. This means a limited amount of advertiser can use it, but this can also be good for the advertiser that do use it since it very rare viewers would appreciate it a bit more.

Styles of Advertisements

Style

Humorous
This style is used to amuse the audience and tries to change the emotion of the viewer by being funny, cute or even silly. This is a good style of to use when advertising because it grabs the attention of audience no matter what age, sex or even language. They are also simple to understand so that people could keep up with the advert meaning the viewer would be able to remember the advert for longer period of time. Furthermore, humorous adverts are most effective when they are trying to advertise a product or services which isn't usually seen as interesting product or service. Therefore, if advertisers were to use this form of advertisement they would be able to actually grab the attention of the audience meaning they product or service would have got the attention it needed. However, some people might not take the advert seriously even if it has a serious meaning behind it because jokes are normal just for fun meaning even though people would listen to it they wouldn't follow its instructions or believe the message.

This is a good example of a humorous advert as it uses a male comedian to present that the product. The advert starts up with a group of samurai worries jumping from roof to roof, at this point we run into the comedian Mr. Bean who tries to jump but slips and falls through the opposite roof. The punchline of the joke is used after this scene, the punchline which is also the same as the slogan of the chocolate bar Snickers is 'Your not yourself when your hungry'. I think this is a good way to use humorous adverts because it get the audience to remember the slogan whiles being funny enough for people to not forget.

Surreal
Surreal adverts are used to make an advert stand out from the rest using special and creative effects as it mainly focuses on being fictional and dreamlike because it helps make the advert different to norm. This means surreal adverts try to be as creative as possible in order to grab and maintain the attention of the audience. The most common way a surreal advert would do this is by being unpredictable meaning they need to be able to surprise and amaze the viewers constantly. However, this might lead to the actual product not getting enough screen time for the audience to identify it meaning all though they like advert they might not know what it was advertising.

This is an good example of a surreal advert as it uses an extremely creative way to present the product. This advert shows us how comfortable the mattresses are by use the sky as the setting since it emphasis how the mattress are so comfortable that they can be compared to clouds. The use of this setting is unreal and dreamlike making this a good example of a surreal advert since they also have someone flying through the air and jumping from bed to bed.

Dramatic
A dramatic advert uses a scenes which are commonly in the form of a drama/film because it uses dramatic scene to promote the product or service and emphasis how they are horible things going on in the world. This style is usually used to shock the audience with a problem and then as the advert goes on fix the problem whilst the audience learns how to resolve the problem. In addition, this style tends to get emotional responses from its audiences because it tries to make the viewer feel empathy towards the characters used. Therefore, this style is a good style to use for getting a serious message across since the audience tends to focus on when watching dramatic scenes and because people tend to remember dramatic scenes since they are hard to forget depending on how dramatic they are.

This a great example of a Dramatic advert since it shows the audience the suffer children go through in order to survive. This advert showed the audience a dramatic example of comparing the lives 2 young boys could of have but do not as they are currently working and making bricks out of sand instead of playing with the sand. This advert indicates how all children should have a chance to live a normal life and have a chance to have brighter future instead of being abused or working at a young age.

Parody
This is a style that normally has a intertextual approach by making reference to another text it does this in order to make fun out of them by making a similar situation. This is very useful for maintaining the audiences focus especially if they knew what originally happen meaning they are likely to be interested in the advert. this is good because the advertiser could use this opportunity as a way to relate the situation the product they are advertising. it could also be a chance to exploit the negatives of the existing text-advert or product and the chance to another target audience.

 In this parody we see that Energizer copied Duracell in order to make fun out of them. They made the parody in order to have get more customer because they believed that their battery is better than the Duracell ones. 'for years you've seen some commercial, where one battery toys outlast the other toys.' Energizer disagree with them because they say it has been mis-sell because they never compared their batteries with Energizers batteries. They did this to benefit from it because by comparing their batteries with Duracell and saying they outlast them energizer would attract more customer who are looking for the best batteries in the market.

Energizer used pink Bunnies because they would make the advert more fair since the audience would know that the test was fair. They also used these bunnies because it will help people identify who Energizer was referencing. Furthermore, Energizer uses a large bunny to represent themselves to emphasis how much more powerful their batteries are compared with others.

Forms of Advertisements

What are the forms of advertising  & conventions of advertisement in television?

Realistic

A realistic advert strives to present everyday thoughts and concerns of society in a realistic way. Advertisers do this by presenting the audience something which is believable and that the audience could relate to real life situations. These scenarios are usually non-fictional meaning the scenes are very simple to make, this means that advertisers commonly use this particular form of advertisement, since it is very simple to make and relates to the audience in a positive way. When something is realistic and not stage the product is seen, more reliable because the response seems more natural as the options do not scripted. However, the audience may find these types of adverts cliché since many advertisers presently use this form; more advertisers follow the trend to market with unpopular celebrities such as comedians and actors to input social realism. As a result, the viewers ironically do not particularize themselves with the advert due to the over saturation of utilizing emotional 'real life' ads in the advertising industry. Hence, the form is so popular that it could be considered as a boring advert because it would not have a huge impact on a person meaning they are not likely to remember the advert.

 This advertise is a good example of a realistic advert since everything inside the advert is completely possible and since the audience is cable of relating this to a real life situation they are likely to enjoy watching it. Furthermore, this advert aim was to advertise the new iPhone and it did this by using load diegetic music to emphasis how good the iPhone 7's sound quality is and it showed to the audience how their product is waterproof. This is a good way to advertise the abilities of this new iPhone since the audience would trust and appreciate the example they gave to their audience. In addition they used an old man as the main character to attract a new audience since iPhone usually aims it products at young people this was good way to relate to a new audience.

Non realistic

This type of advertisement presents the audience with a situation, which is not real or is fake meaning advertisers show the audience a fictional story on purpose because it is a good way to grab and hold the viewers’ attention. Non realistic advertisement is a good way to advertise because it enables the advertiser to be able to create whatever advert they need to create as long as they have the tool. This type of advertisement is commonly used to make the audience feel more enlightened and allows them to escape reality for a brief moment, which could then link to the product escapism. This is good since it will actually have an impact on the target audience meaning they would bother remembering the product being advertised for a longer period. On the other hand, some people might find these types of advertisements weird because they might not understand the purpose of it.

This advert is non realistic, since it uses popular fictional characters from the 3 little pigs. This is good way to attract the audiences because they are well aware of these characters and the advert is relevant to the service that they are advertising since the advertiser show us how The Guardian could be useful to help the target audience to keep up with the latest stories and share their opinion with each other. The creators of this advert used CGI to create the fictional characters come to life, this made the advert more interesting to watch as CGI is a form of advanced technology, which usually amazes people and grabs their attention effectively.

Animation

Animations are created frame by frame to make images appear as if they are moving meaning the audience sees the Persistence of vision effect. This type of advertisement is used to perform scenes which are considered impossible to make with real actors, it also gives a child like feel in the sense that it could be used in a playful style. This form of advertise is effective when targeting children as it has a childlike affect, it could be used to relate with them. This form of advertisement is very popular since it enables advertisers to grab the attention of their target audience more simply because the animations used stand out from regular adverts. There are different types of animation, for example movement (2D, 3D animations and CGI), Gifs, drawn animations, morphing and cut out animations. All though animations are a good way to advertise it has to go through a very long process when being made since a lot time and effort has to be put in to make the advert look good.

This animation  is a good example of how animation could be simple as well as entertaining. This is a good method since the audience could concentrate on the advert and are more likely to remember it in the long term. Furthermore, from this advert the viewer can tell that it was also cost efficient since the animation do not involves many props or use expensive equipment like CGI meaning the advertisers didn't have to spend too much money in order to make this short animated advert.

This is a good example of how it targets children. the advert explains road safety in a light hearten way through the use of animations so children could understand the importance of road safety since it could be a boring topic for children but the animation will grab their attention.

Documentary
This form of advertisement is usually used in actual locations and even might use real employees so they can create trust between them and their audience, organisations use this form to show their target audience how reliable they can be. This is a good form it since allows their audience to see what happen behind the counters meaning it could have an positive effect on their audience because they are revealing their secretes to their audience, this is good since they might remember the advert every time they visit the stores or buy there products. However, some viewer might see this type of advertisement as a way for big companies to manipulation the public into thinking their good.

This is a convenient way to advertise using documentary because they use actual employees when recording this advert. This is good because it makes the advert more reliable and the viewers are more intrigued as they will feel more confident knowing that these aren't actors faking the whole documentary, but actual employees who go through this process on regular basis. It is also in a formal which is good because it looks more professional and important to the audience.
Talking heads

The form Talking Heads is when an organisation interviews real people in front of a camera to show the audience their reaction, in order to prove to the viewers that their not interviewing actors but instead are actual interview genuine people from the public. Talking heads tend to get customers to tell them what their perspective are of their services or products. This is a good way of advertising since their audience would believe in the customer’s opinion especially if it's positive, meaning they is trust between buyers and sellers. However, this might have the same problem as documentary advertisement since some people would think they are being manipulating people to buy their products or services which could create a bad image for a company. 

This is a good example of talking head since ASDA managed to get their customers to help them review their new services 'ASDA guarantee'. This was an effective way to promote the product since they asked their customers whether or not the product was beneficial to them and why. This made the advert a good examples of talking head since the customers manage to look at the camera directly and gave us a feedback about the service.

Standalone vs series

Stand alone is when a company makes an advert which will never have a sequel to it. this type of advertisement is popular when a company isn't just trying to advert only one product but many meaning they need make a different advert for each product. Therefore, A company wouldn't bother making more the one advert for each product since it would be a waste of money especially when they can advertise more then one product. This is also a the most common way for advertiser to advertise their products and services since it allows them to create completely different styled adverts which relate to many different audiences.
 

On the other hand, a series is usually an advert which has a sequel to it, this means the story continues onto the next time this advert is rebooted. This form of advertisement is good way to get customer to stay focused since they don't want to miss the advert as they trying to stay up to date with it. furthermore, lets the audience be up to date since its  a series they can keep let the audience know what has improving or what is new. Therefore, this is a good way to advertise since grab and maintain the attention of the target audience in addition this type of advertisement has very unique impact on viewers meaning they are likely to remember the advert for a longer period of time.

BT broad band advert is a great example of a series advert since they is a same constant actor advertising Ryan Ronald. The advert usually has Ryan Ronald using different electronics, which are usually connected to a BT broadband and he demonstrates how strong the connection is and in order to make the series interesting he does something unique. For example, in this particular advert he goes outside and simple grabs on to the landing skids of the helicopter while it took off. 

What is Advertisement

What is advertisement?

Advertisement is when a person or an organisation decides to promote a product using the media, they can be used to inform the public about upcoming event, products or services. An organisation/person would use advertisement because it is a form of communication between the manufacturers and consumers meaning it is a chance for an organisation/person to persuade a potential client/audience to buy their products or services.  Usually an advertisement would try to attract new audiences each time its screened meaning it tries to help expand the company’s brand. Advertisement comes in many forms, audio such as radio promotions and visuals like television or posters. They come in these forms since they are the best ways to attract the attention of public.Visual things such as television are very popular in today society, making one of the best way to grab public’s attention.

The purpose of advertisement? & how do they achieve their purpose?

The purpose of advertisement is to persuade consumers to invest in an organisations products or services, they use advertisement since it is the most efficient way to get their name across to their targeted audience and publicise themselves. Adverts achieve these targets by relating to their target audience because of the way they lure customers into buying their products and they do this by relating to customer and suggesting them ways they can fix their problems. For example a typical advert would ask a rhetorical question then suggest the product it is advertising. Therefore, adverts work by trying to grab the attention of a potential customers and persuading them to buy a product or invest in a service.

They achieve the purpose by using different formats of adverting and the many different format can be place on are:

Television
Television adverts reach out to the largest audience when compared to the other advertising formats this is because they get the most amount of viewers. the reason television adverts are the most popular is because they cover all the most interesting things about advertising since it conveys its messages with visual motion, sound and sight at the best quality possible.

An advantage of Television advertisement is that it typically has a large audience, this is good because it lets advertisers gain the target audience they are looking for in a short period of time. However TV adverts are a lot more expensive than other types of advertising platform which is bad since it means if you have a small budget you cannot use it.

TV sponsorship

This is when the advert is sponsored by a brand which is relevant to what show or video the person was watching allowing Advertisers to associate a brand with a show. This allows companies to be remembered more frequently as they would be related to a relevant show to their product. A TV sponsorship could be an on air association which is associated with a single programme for a long time or a fully integrated partnership that will include branded content, product content, product placement and extra. Companies use this method as it reaches the targeted audience, which could be an extremely  efficient way of getting products or services viewed by a large sum of a targeted audience.

One advantage of using TV sponsorship is that they can be used to spread brand awareness this is good because it means products and services can take advantage of popular TV program which are commonly view and use it to let people which weren't aware of the products and services. on the other hand an disadvantage of TV sponsorship is that the programmer you are sponsoring my have another sponsor this is bad since the other sponsor could be a competitor or a product of service which goes against the image of your product. An example is Walkers which is a sponsor of the champions league:

Print
Print adverts are printed meaning the commonly come in the formats of bill boards, leaflets and posters. this form of advert is used to advertise in local areas for local people as they do not approach the customer but do get attention when an customers is near them. this means that print adverts give their target audience a choice to give them the attention they require.

Radio
Radio adverts are adverts which only use audio to adverts to its audience they are most typically used on the radio but are also used on music platforms online such as Spotify. They are used because they are quick and straight forward meaning they are very effective yet effortless hence they are cheaper for organisations which use them.

One advantage of a radio advert is they let you advertise towards your target audience for a cheap price. this is good because it is an effective way to advertise if you are a small or local business. however a disadvantage of using radio advertisement is that they are commonly use by people since it is not as popular as other advertisement platforms such as TV.

public speaking
Public speaking is a way for advertisers to reach out to their audience directly, informing them about their products and services. These adverts try to sell to the audience on the spot meaning they might be the most effective way since it gets product sold quite fast but it doesn't reach out to the a large audience like the others do.