Unit 30 LO1 - redone

7/30/2019 Unit 30 LO1 - redone

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Matt Belt

TV Adverts.

Introduction

In this report I will be looking at 3 adverts. In this report I will be analyzing how and why weadvertise.

A VW Polo Advert.https://www.youtube.com/watch?v=Ag6mC3o3SGU

A Nandos Advert.

https://www.youtube.com/watch?v=Ls1VCPoN9GI

And an anti-smoking advert.

https://www.youtube.com/watch?v=otqXBhhiEXw

I will be using these 3 adverts to examine Form, Style, Codes and Conventions, Mise-en-scene,

CGI, Target Audience, Techniques, Comparison, Regulations, and How and Why the ideas

originated.

I will do all three adverts in each section and then move on.

The VW Polo advert is to create humour and advertise a product. The Nandos ad is also ahumorous advert designed around selling a product. The anti-smoking advert is a public service

advert trying to help people stop smoking.

1. Form

The form of an advertHow it is styled.

All three are a standalone, meaning that they are not part of a series of adverts. There is more toit than that though, they all have a realistic narrative as they all tell stories in a realistic manner.

Each video can be watched with no context being explained beforehand and they will still make

perfect sense.

2. Style

The style of the VW and the Nandos adverts are humorous, while the anti-smoking one is adramatic one.
https://www.youtube.com/watch?v=Ag6mC3o3SGUhttps://www.youtube.com/watch?v=Ag6mC3o3SGUhttps://www.youtube.com/watch?v=Ls1VCPoN9GIhttps://www.youtube.com/watch?v=Ls1VCPoN9GIhttps://www.youtube.com/watch?v=otqXBhhiEXwhttps://www.youtube.com/watch?v=otqXBhhiEXwhttps://www.youtube.com/watch?v=otqXBhhiEXwhttps://www.youtube.com/watch?v=Ls1VCPoN9GIhttps://www.youtube.com/watch?v=Ag6mC3o3SGU


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The WV and Nandos are relying on the humour to make you remember it. The antismoking one

was relying on the dramatic impact it created by directly comparing smoking to heart failure tomake you remember it.

3. Codes and conventions

In the VW advert, it doesnt have much in the way of iconic items. The sound effects are natural,

and fit it very well. The music changes from relaxing to loud and upbeat, which fits his activitiesas they change.


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The Nandos advert has a few representations of iconic people in it, the dictators. It has some

symbols that relate to each character as well. The advert portrays the dictators doing actions onewould not normally associate with dictatorship, such as Karaoke. There are no sound effects in

the advert, as the music is the main audio focus point. The song is These Were The Days, My

Friend, by Mary Hopkins.

The anti-smoking advert has the sound effects of a heart monitor, as well as some sound effects

of breathing and a heartbeat. There is very little music, and it is dark and grungy.


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4. Mise-en-scene

The VW advert starts with a man in a kitchen, it has a normal kitchen design with nothing

special or fancy. This is a way of saying that the car is for everyone. There was no indication of

children. The main costume was a red dress, the same colour as the car. The camera follows hisactions. The only time we see the wife is right at the end, we are drawn to her reaction changing

from happy, to confusion and shock.

The Nandos advert has various sets and locations; each one is related to specific events, the

Mugabe character being alone in his darkened house. The sunny garden and beaches the brightly

lit karaoke set. The costumes and props are all related to their specific characters. The water gun


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fights are very iconic for children in summer time as well as being a golden AK-47 forGaddafi.

The camera is slowed down here, a technique that is often used for memories.

The anti-smoking advert has a dark and dingy, down town setting. The costumes are all urbanstyle clothing, the camera angles are effective as at the end it pans out and the smoke trail is a

heart rate monitor.

5. Computer graphics/editing

In the VW advert there is not much in terms of special effects or special editing. With theNandos advert, there is a bright overlay that ties in with the happy memories feeling, as

everything seems brighter when he was with his friends, this is a juxtaposition to the dark empty


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house. In the anti-smoking advert, there is CGI to track the path of the cigarette, as well as

making a smoke trail the camera flows through.

6. Target Audience

The VW advert could be targeted at newer married couples, this can be because the couple seemsyoung yet there are no indications of children.

The Nandos target audience is teens and adults who are in touch with global news. Younger

people might not understand all the references, but will still enjoy the activities portrayed in it.

The anti-smoking advert has a target audience of all ages as it is trying to encourage people to

stop smoking. It is more focused on 18+ as thats the legal age for smoking.

7. Techniques

With the VW advert there are no hidden messages, it evokes a happy response as its goal is to be

humorous.


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The Nandos advert has the hidden messages of dictators falling. It also changes the usual ideas ofdictators. Usually when one thinks of dictatorship one will think of negative events such as

oppression and corruption. In this advert we see bright sunny outdoor activities.

The Anti-smoking advert has the message that smoking kills. It has a subtle beginning but it endswith a strong powerful message as you see the cigarette trail become a heartbeat pattern that

stops.


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8. Comparison

All 3 adverts do not rely on other adverts or forms of media. They are all able to stand up ontheir own. Compared to other adverts they are all unique in their own ways yet borrow fromother codes and conventions. The car advert follows themes of the owners being active. The

Nandos advert continues the tradition of mocking government members.

9. ASA/ Ofcom regulation

ASA: Advertising Standards Authority. They regulate all advertising on all media in the UK.They make sure that all adverts are up to public standards and safe for all to view.

The BCAP Code: The Broadcasting Committee of Advertising Practice Code applies to all formsof advertising, both on TV and Radio.

Having adverts regulated means that no one is discriminated against or offended by adverts. This

will also ensure that children do not see adverts they should not see. If an advert showed childrendrinking alcohol, event it was only suggested and not real alcohol it could still have a negative

impact on people and regulatory bodies will ask that the advert be changed or removed.

Ofcom: Office of Communications. A government appointed regulatory body. They are in

charge of many sectors, including TV, Radio, postal service. They protect citizens from what

might be possibly offensive.

Some adverts are never allowed to air, others get removed once aired.

http://www.youtube.com/watch?v=imIkeTkAopYA KFC advert that was removed after a large number of complaints.

10.How and why are ideas originated for a specific product
http://www.youtube.com/watch?v=imIkeTkAopYhttp://www.youtube.com/watch?v=imIkeTkAopYhttp://www.youtube.com/watch?v=imIkeTkAopY


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Nandos has a history of taking risks with their adverts, many of which get banned soon after

being put up. This could be a way to get attention; infamy and fame are two sides of the same

coin after all. Some of their adverts are offensive to the blind, others make fun of big chestedwomen, and many even make fun of their own government.

The more hype they can create with their adverts the faster it will spread. A risky and effectiveform of advertising, Nandos has come to use as their main form of advertising.

The idea for this specific advert hasnt been mentioned in any interviews but it could be because

of the passing of several dictators in the recent years.

11.Conclusion

Advertising is a way of promoting a product or service to increase brand awareness and improvesales figures. Every single detail of an advert is taken into account, from the locations and actors,

to the background props and weather.

Back in the past, advertising was billboards and posters, on sides of buses and on newspapers,

the more you paid the more your advert was seen. In this modern day and age, its not only about

bigger posters or about front pages on newspapers. Making adverts that go viral are the most

successful and stuck in your targets head are the best ways of improving sales. The Old Spice

adverts become internet memes because of their viral schemes. As technology has improved, so

has the possibility for advertising. Some companies like Bioware decorate their whole building

for advertising purposes. Cell phones have become mini computers and TVs all in one. Advertscan be put in phone apps, on the online TV streams, no matter where we go, we cannot escape

adverts, and it is because there are so many adverts around us all the time that the creators have

to constantly try and make their adverts the ones we remember.


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Unit 30 LO1 - redone