Unit 30: Advertising Production

Unit learning Aims

1. Know about the structures and techniques of television advertisements

2. Be able to originate and develop an idea for a television advertisement

3. Be able to produce a television advertisement

4. Be able to reflect upon own television advertisement production

Student TV Advert Examples

Purpose of Advertising

• The main purpose of advertising is to inform people about new products and services offered by an organisation, persuade people to buy these products or make use of the services offered

Different Forms of Television Advertising

Realism Adverts

• Realism is the representation of whatever is possible in real life or in a non fictional way.

• The positives for this type of advert is that they are simple and easy to make, but on the other hand this kind of advert will not stand out over others, and do not give a big enough impact to be remembered over time.

Anti –Realism Adverts

• Anti-realism is the representation of anything unrealistic, the use of fictional/unreal situations or ideas, for example this Cadbury’s advert which has two children who wiggle their eyebrows to the beat of the song or the gorilla that can play the drums.

• The benefits of using this kind of advert is that it can evoke humour in the audience and therefore will be remembered for longer.

• It also gives the creators creative freedom to invent unconventional characters and narratives. However not everyone will understand these ads, and can be thought of as strange or confusing, which can alienate some viewers.

Animation Adverts

• Animation is the process creating frames one by one then displaying them quickly in sequence creating the illusion of movement. There are different styles of animation for example computer generated images (CGI which can be 3D or 2D), stop frame animation or clay-mation.

• An example of CGI is this coke advert which is almost entirely computer animated. The advantages of animation are that you can create what would be impossible in real life, it can be cheaper live action (depending on production/scale), it can look a lot better using modern technology.

• Also a lot of companies have created a character/brand identity which is often an easier way of helping the audience relate back to the company. However animation can be a very long process to produce and it can also be expensive

Documentary Style

• Documentary style adverts tend to use real locations and sometimes real staff in order to establish trust and gain credibility with the audience.

• Include facts and interview style presentation to camera.

• An example of documentary style advertising is a Dominos ad which starts off with them looking at problems with their pizzas, then fix it.

Series Adverts

• An advert which is a part of a series has a constantly developing story. The series usually has a main character and additional characters. BT uses a series of adverts, in each of their ads we see a family consisting of a mother, her son, and her new husband. This family goes through some problems that audience members will be able to relate to and in the series, BT broadband helps the family to cope with trouble they face.

Stand Alone (one off) Advert

• A stand alone advertisement is a form of advert that is a one off, there will not be another advert by the same company that is related in terms of the story/narrative.

Talking Heads Adverts

• Talking heads adverts tend to have people talking about the product/company giving their positive opinions.

Lesson Task:

Create a PowerPoint/ Prezi explaining the different forms of TV adverts with detailed reference to examples.

• Realism

• Anti –realism

• Animation

• Documentary style

• Series

• Stand alone (one off ad)

• Talking heads