Jonna, Florence and Keerthi

Advert Script

Jonna
This presentation will be look at the different styles and techniques of advertising.

Realist Narrative
There are six structures of advertising, the first one is realist narrative.
Adverts that have a realistic narrative often have a real life feel as the plot is believable and can
actually happen in the real world.

An example of this type of advert is this McDonald’s Advert. The story in this advert is about a boy
asking his mother about his late father. This narrative is very realistic as these events also happen in
real life and nothing about this story is unbelievable. This style is used so the audience can connect
with the audiences who may have had similar experience. This style also gives the brand a homely feel
as it shows how real and down to earth they are.

Florence
Anti Realist narrative
This is a type of advert that is situated in a world that is different from our reality. Its aim is usually to
present people with amusement as well as present viewers with a view that is also clearly a work of
fiction. This is usually done by sometimes making inanimate objects talk or move around or sometimes
animals like we see in the muller rice advert. The advert introduces to a singing and dancing bear that
introduces the muller rice yogurt to people. The point of the advert is to create a lasting impression to
customers as well as reel in potential buyers. According to codes and conventions, for this advert, I
decided to analyze sound. This advert uses both Diegetic and Nondiegetic sound.

Animation
Keerthi
Animation in advertising is the use of cartoon images, CGI and or illustrations to create a more
outstanding or distinguished scenario. It is also used to give the feeling of wellness, aliveness and
innocence. This is a multi billion dollar industry as animation is used in a lot of major industry asides
from the media industry like medical, architectural and the business sector. People use animation
because it can be linked to innocence and vibrancy which can be linked with aliveness. I decided to
use the Irn Bru advert as an example. The advert uses animation as well as calm relaxing music to
create a lasting impression for the viewers as well as a innocence and calmness.In this advert, we see
a man and a snow man flying through a city during the christmas period because he drank irn bru. The
whole advert is SFX, computer generated images (CGI). It works well for the period at which the advert
was released.

Jonna
Documentary
Documentary adverts are used to show or inform about real world events or simulates real events,
often in a narrative.

An example of this style of advert is this British Red Cross advert. This advert documents real world
events and aims to educate the audience on the matters. This is done to raise awareness of the charity

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and what the charity is fight for. By showing to audience the real events, it brings the issues into their
home and persuades them to want to donate to the cause.

Keerthi Swetha
Talking Heads
Involves a characters or performer talking directly to camera. Allow for a sense of audience are being
directly addressed. A ‘talking head’ is a television pundit who discusses a specific topic, directly
addressing the viewer at home. This set-up is used frequently in C4 countdown shows such as ‘100
best’.
An example of this advert Aldi orange juice advert the message from this advert is comparing two
different juice produce price in talking head advert and these type of advert will directly connect with
the audience.
Lighting and cinematograph, bright light and camera shot is mid-shot. -keerthi swetha

Jonna - Stand Alone

Stand alone adverts are adverts in which the story and characters are completely on their own, as in
no recurring characters or storylines. They are only ever seen once.

This Flash Ah-ah Dog advert. This advert has a storyline and characters that can only be seen in this
one advert, they are not recurring. This style is used in the advert to try and sell the product in a short
time period. This is possibly to reinvent the brand or to try and give this product a boost in sales. This
advert style is also used as it is replacing old adverts that may not have worked particularly well for the
company.

jonna - Series
Series adverts are a group of ads that have a recurring storyline or characters from the same
company.

This can been seen in the compare the market adverts. The adverts, for many years now, have
featured two meerkats. This is used as the recurring characters stick in the audience's brain and when
they see the characters they automatically associate it with the company. Another benefit from these
two recurring characters is that, for the most part, audiences love them. Compare the market even
started giving new customers stuffed toys of the two characters that have been made famous from the
adverts.

Styles of advertising
Florence
Humour
A style of advertising is Humour. These types of adver aim to create a memorable effect (comedy) for
their product. In order to create a humorous advert, it would have to contain some elements of wit, pun,
irony, ridicule and sometimes sex appeal.I chose to analyze the Specsavers advert. This advert
contains wit, ridicule towards older people as well as humour. In this add, we see an old couple to are
trying to get to a chair to sit and have their lunch but end up on an amusement park ride. They end up
going on a ride and get water splashed all over them. At the end, we see the man blaming the cheese
for the wild ride (what type of cheese was that). This is used as it will stick in the audience’s mind and
they will remember this brand.
This ad creates has created such a buzz that even people that don’t use the service have a lasting
impression. One of the series of the advert has 386,282 thousand views.

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Keerthi Swetha
Surreal
The sometime shocking and confusing nature of anti-realist make it an effective tool for advertising that
look to create a brand image without conveying a traditional advertising message in conventional way.
An example of this advert ikea mattress message from this advert is soft and comfort In this advert we
see a mattress flying. (Audience will be confused or curiosity to know what is going to happen next)
When she touch the bed it’s directly convening to the audience this mattress feel like cloud surreal is
used because it stand out.
Lighting:they used high key light daylight.
Cinematography: different type of cinematography in advert eg: extreme close up, mid-shot, long shot
and etc. Editing technique in this they used is cutaway, because in the begin of the advert she will be
sleeping and then slowly she will fly in the sky and again she will be in bed. -keerthi swetha

Jonna - Dramatic
Dramatic adverts have a very serious tone. This is used to stick in audiences mind or make audiences
think a certain way about a topic.
This advert against speeding uses a dramatic style. It starts off very happy with the focus on happy
kids and then takes a dark turn when a speeding car loses control and hits all the children. It uses the
shock factor to stand out to audiences and get the message to not speed when driving in their heads.
By killing the innocence in this advert it become very memorable to audiences.

Keerthi Swetha
Parody
A parody advertisement is a fictional advertisement for a non-existent product, either done within
another advertisement for an actual product, or done simply as parody of advertisements used either
as a way of ridiculing or drawing negative attention towards a real advertisement.
An example of this advert I used moneysupermarket new style of advertising (way of ridiculing).
Audience get more interact with this advert because two guys are dancing in heels and it’s humors and
to connect with different type of audience
This advert is different from any other advert Lighting: in this advert they used bright light because
they shoot this in car parking.
Cinematography: mid-shot, long shot wide-shot and etc. -keerthi swetha

Hidden Messages
Florence
Hidden Messages: hidden messages are messages in an advert that the viewers are not consciously
aware off. It is subliminal in the advert hence the viewers not picking it up. Sometimes, the reason for
hidden messages in an advert could be foul play. To push the viewers towards a certain product they
don't need or lie about their product in order to convince the audience to buy. Burger King advert uses
sex appeal as the burger references a sexual act. This is done subliminally as to not offend audiences

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but also stand out to audiences with keen eyes and then to stick in their minds.

flo- Overt Messages

Overt messages in advertisements are messages that are clear to see and obvious to the audience.
This is often done by having the message written on screen or said in the advert.

This Coca Cola advert is an example of overt messages being used in advertisement. The message
“happiness starts with a smile” is written at the end of the advert and the #Choosehappiness under a
Cola bottles. This suggests to the audience that Coca Cola results in happiness so by drinking Cola
you will be happy and it will extend your happiness. This message is further reinforced by the constant
laughter of the people in the adverts while holding coke bottles.

Jonna

A code and convention that this advert uses is graphics. This is done by the use of text on screen, a
slogan and a logo. The slogan “happiness starts with a smile” can be seen in this advert. This is used
to be memorable and signify this statement with the Coca Cola Brand.
The Coca Cola Logo is used at the end of this advert and is used as it recognisable and people will
immediately know the brand. Text is used under the logo in the form of the hashtag “choose
happiness”. This is used to promote a hashtag for social media. This is done for further marketing as it
will allow the product and the advert to be seen by a larger audience.

keerthi- Celebrity Endorsement

Celebrity endorsement in adverts is when a celebrity is starting or features in an advert. This then
shows that celebrities support of the brand. This endorsement is used in adverts as celebrities are
familiar faces to the audience and therefor grab their attention.

This Old Spice advert is an example of celebrity endorsement as it stars American footballer and actor,
Terry Crews. Terry Crews is associated with being big and very strong. This is then reassured in the
advert by Terry constantly yelling, showing how powerful he is. He is also displayed shirtless in the
advert to show of his muscles, again, to show how strong he is. This is used as people will buy the
product in hope of being physically strong and powerful just like Terry Crews.

jonna
This advert also uses Iconography. This is used through the costume, props and set. Terry’s costume
is small shorts allows him to show off his muscles and make him look even bigger. This is used to
show that the product is for strong people and will make consumers strong. The location is a calm
kitchen which then Terry Crews breaks through the wall of. This is used to further get the message
across that Terry Crews is strong and powerful and so is the brand. The main prop used in this advert
is a jet ski.
This is used as it is an expensive and impressive vehicle. This suggests that if you buy this product you
too could be able to own and ride your own jet ski.

Keerthi - Emotional responses

The advert elicits an emotional reaction from the audience which then dictates their decision to buy to a
product or think a certain way. Some advert can elicit a number of emotions. I choosed pamper advert

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because it’s very popular advert and very scene in advert has different to connect with wide range of
auditions. In this advert background song is kind sad The visual has different emotional happy, fear
and sad. In auditions view it’s a happy and sad advert.

Lifestyle - Florence
The aim of the advert is to show that the product, could lead to a lifestyle that is desired by the viewer.
An example is the Lucozade advert with the athlete Mo farah. In the beginning of the advert, we see
Mo drinking lucozade and then it cuts to where Mo is running on the tracks. The adverts suggests that
if you drink lucozade, you would have the speed, endurance and stamina of Mo Farah. The catch
phrase to the advert “Faster stronger for longer” Prompting the audience to want to buy it even though
they know it's not the case. Most adverts in this category tend to use celebrities to drive home their
point.

Florence - Brand Identity

Brand identity is the identity that a business wants to be perceived by its consumers. The brand identity
of a company includes; the name, the logo, symbols and even colour. These are created by the
business to reflect the value the business is trying to bring to the market and its appeal to its
customers. The brand identity of a company is what makes the company instantly recognisable to and
by the customers. The brand identity should be designed to communicate the company's overall
message and promote the businesses goal.Example, LG. Their colour is red white and gray. Their
image is a winking smiley.
Developing a strong brand identity for a business is an important factor for a Products success
because it could help build a company's reputation whereby helping the company stand out from its
competitors.

Jonna - Unique Selling Point

The USP is one unique thing that a brand has and can be seen in the advertisement. This is used to
show the audience that the product is worth buying.
This go compare advert is an example. The unique thing about this advert is the untraditional looking
man who sings completely in opera. This is used to make the advert memorable as it is unique and no
other adverts have this.

Florence
ASA and Ofcom
Founded in 1962, Advertising Standard Authority is the self regulatory organisation of the advertising
industry in the United Kingdom. Their job is to apply the advertising codes that are written by the
committees of advertising, respond to complaints or concerns from consumers and businesses about
adverts with misleading information and they also make sure that the adverts are sticking to the set
rules and regulation. As it is a non-statutory organisation, it cannot interpret or enforce legislation.

There are 2 types of advertising codes. They include Non-broadcast code and Broadcast code.
broadcast code applies to all advertising (including teleshopping) and programme sponsorship credits
on both radio and tv services licenced by the OFCOM. Some of these codes include:
Misleading advertisements
Harm and offence
Privacy

Jonna
MISLEADING ADVERTISEMENT (03)

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Refers to when a manufactures use of confusing,misleading or blatantly untrue statements to promote

a product. E.g: pricing, the use of the word ‘free’ comparison, availability of a product, testimonials,
e.t.c.
An example of an advert banned by the ASA was the ad for Proactiv Skin Health. In 2016 a
number of four complaints were made by viewers about because they believed the ad, featuring Jorgie
Porter implied that children were likely to be ridiculed or bullied if they had bad skin and did not use
their product.
When the ASA did their investigation, they decided that the viewers were right and banned the advert
from showing on TV.

Keerthi
HARM AND OFFENCE (04)
Rules to ensure that ads do not cause harm or serious or widespread offence. Includes rules relating to
loudness of TV ads; shock tactics, unsafe practices and photosensitive epilepsy.
PRIVACY (06)
Rules about permissions for depicting or referring to living persons in ads, including members of the
public and those with a public profile. Their information's and person has to be protected and before it
can be done, the company or person has to get permission from the character being used.