Media Studies level 3 btec Advertising unit Televison advertising techniques

1. By Thomas Thornton

2. Forms

3. Animation
 The technique of photographing successive drawings or
positions of puppets or models to create an illusion of
movement when the film/advert is shown as a sequence.
Coco pops dancing milkman advert

4. Mini fiction
 mini fictional adverts are adverts that include a short
story which includes a main character with whom we are
asked to identify, and a little scenario/situation.
Barclays water slide advert

5. Documentary
 Documentary style adverts are used to suggest ‘real people’
who are using the product. They borrow from the trust we
have in documentaries to ‘tell the truth’.
Salvation army £19 Christmas appeal

6. Talking heads
 Talking heads are when a celebrity or expert may be presented
as a ‘talking head’, usually addressing an implied interviewer. A
talking head may also be a satisfied customer saying how much
they love the product.
Optimax Laser Eye Surgery TV ad 2011 with Caroline McKinnon

7. Stand alone
 Stand alone ads are advertisements which present product or
service and do not link with any existing advertisements for
that brand, product or service.
Cravendale Barry biscuit boy

8. Series
 Some business choose to use a series of adverts to promote
their brand, products or services. Sometimes these adverts
differ slightly in the content but it can also result in a
progressive narrative over a long period of time and over a
number of singular commercials.
Compare the meerkat

9. Styles

10. Humorous
Humorous TV advert include humour that is usually harmless to stick
in the mind of the audience.
Shreddies knitting nanas
The shreddies knitting nanas ad campaign use humour as a way to
present the brand as the action of the nanas in the advert are viewed
as comical and unusual. therefore the humour and actions of the
nanas draws an association to the brand making the advert
memorable and sticking in the viewers mind which in turn makes the
brand known to the audience.

11. Surreal
Surrealism is the stressing the subconscious significance of
imagery arrived at by automatism or the exploitation of chance
effects, unexpected juxtapositions. In TV adverts the surreal is
used to plays on the norm and create something unusual. Were
are usually unsure what the brand/product is at first.
02 pay & go
02 pay & go duck advert is a good example of a surreal advert as the
ducks are away from the norm as we do not usually associate duck
with a mobile phone company. By using ducks we are unaware of the
brand till hints are given to the audience. ( create envelop shape
using ducks) The effect of this surreal advert it that 02 have a
memorable advert that the audience will remember.

12. Shocking or dramatic
Shocking or dramatic adverts are used to make the audience feel
bad. This type of advert is mainly used for charity appeal and
smoking or drinking campaigns.
unicef “no child”
The unicef “no child” advert is an example of shocking or dramatic
as it show a clear use of style as the advert shows the audience
images of starving child from Africa as a way to make the audience
feel bad or upset by using this emotion created by the style unicef
hope to receive more donations.

13. Parodic/intertextual
Parodical or intertextual adverts refer to existing texts and/or
makes fun of the original subject matter.
Specsavers “the specs effect” advert (lynx/axe parody)
The Specsavers “the specs effect” ad is a very good example of a
parodical TV adverts as Specsavers are making fun of lynx’s advert
“the lynx effect” as the man (seen above) is using lynx spray until
he puts on his glass. This is poking fun at lynx by saying that all
men are not the way lynx portray the men and that they need to
go to Specsavers and get there eyes tested.

14. Nostalgic
Nostalgic adverts plays on the fondness of the past therefore this
makes the audience remember the olden days.
Hovis 125 years
The Hovis 125 years is an example of a nostalgic advert as the advert
takes the audience back in time to the first days when Hovis was
introduced to the public to modern day England. The use of the
nostalgic style in the advert provides the audience with memories of
the past and past experiences of the product making them want to by
the product again.

15. Codes and Conventions

16. Sound track
 A soundtrack is used in an advert as a catch to which
stick in the mind of the audience. This soundtrack is
then meant to draw an association to the product/brand
every time it is heard by the audience.

17. Brand logo/image
 A brand logo/image is the way a a brand is identify
without reading the name of the brand. A brand logo is
usually seen at the end of and advert as away to insert
the association of the advert to the brand.

18. Product
 In an advert the product is usually on display or shown
in the advert. During the advert the key features or
aspects are present to the audience to highlight what's
good and what the product can do this is to get the
audience to purchase the product or use the service.

19. Dialogue
 Dialogue in TV adverts as either a narration, a voice over
or a talking head. Dialogue is used in the adverts to
persuade the audience to buy or donate and
communicate the key aspects and features of the
product to get the audience interested in the product
and then to buy the product out right.

20. Special effects
 The illusions or tricks of the eye used in the film,
television, adverts, video game, and simulator industries
to simulate the imagined events in a story or virtual
world.

21. Computer graphics
 Computer graphics are pictures created using computers
and the representation of image data by a computer
specifically with help from specialized graphic hardware
and software.

22. Techniques

23. Hidden message
Hidden message is also known as subliminal messaging where a
message is presented to the audience however it is only seen quickly.
Subliminal messages are delivered by the way of an image or word
being flashed for a millisecond on a screen, audio played in the
background (in forward or reverse speech), or images or words hidden
within a scene or ad we’re viewing that we aren’t consciously aware of
seeing/hearing.
At & t subliminal messages
The AT & T used subliminal messaging in one of there adverts. The
subliminal message that the used was making objects in the
background varying in height from shortest to tallest to look like
wireless signal points on a phone as AT & T deals with mobiles and
wireless signals.

24. Overt message
Overt messages are messages that are clearly and openly displayed
on screen to sell the product. However these can also be applied.
Colgate max white one
The colgate max white one advert is an example of an advert that
contains an overt message. The overt message is clear throughout
the adverts as we see people brushing their teeth and having clean
white teeth and even the narration tells the audience that having
white teeth is a good thing, the overt message is clearly that having
white is good and there a great thing to have.

25. Emotional response
 Adverts try to draw on the emotion response of the audience to
make them sad or upset. Companies also draws on are emotion
response as emotion plays a significant part in the product we
buy.
 We chose to buy product that:
 Solve a problem
 Stop something happening that we fear
 Plays upon guilt or compassion
 Seeks to help are social point

26. Solving a problem
Mr muscle
Solving the problem adverts just like the Mr muscle one shown above
draws on the target audiences emotion of stress and sad and upset and
provides them with a solution to the problem therefore drawing a
different emotion response making the audience happy as they have a
solution so then they will go buy the product in question in the case its
Mr muscles draino ultra gel.

27. Celebrity endorsement
Celebrity endorsement adverts are advert which features someone famous
who is usually associated with the brand who then appeal to the brands target
audience.
Fifa 15
The advert made by EA sports marketing department use celebrity
endorsement. The celebrity in question that they are using in the ad is a
professional footballer called Lionel Messi. Messi is sponsored by Ea sports so
they can choose to use him in their ads by using a player who is so well known
to the football community and the world provides with representation and
allows the product and brand to be known throughout the world.

28. Repetition
Repetition in adverts the is use in the form or a song, slogan or brand
names as the audience remember each of those thing better through
repetition.
Go compare
The repetition of the song that the go compare man sings in the first go
compare advert is an example of repetition used in adverts as there a
limited lyrics to the song and it repeats the lyrics it does have over and
over again. However this was a successful advert due to the repetition as
go compare got global recognition for the song and the tune and has
stuck with the audience for years.

29. Shock tactic
charitable and campaigning organisations use shock tactics in there
adverts in order to draw on fear and compassion to raise money for their
cause.
UK anti drink driving advert
The UK anti drink driving advert uses shock tatic into scare the audience
about what can happen if you drink drive in order to cut down and
prevent people from drink driving for their own safe and for other to. The
shock tactics use are strong as its aimed toward the larger majority of
the audience and contains information on punishments and the effect to
their lives.

30. Sex
Advertisers use the phrase “sex sells” as a way of advertising the
produce as they recognise that human sexual attraction and impulse
perhaps a stronger then any other emotion making the advert and
product more memorable.
Lynx excite
Lynx use sexual references and caters to males and their sexual
attraction by using angles/good looking woman in the TV adverts for
the product lynx excite. Lynx have used human sexual attraction as
their main weapon of advertising to present the audience with the idea
thaqt if they use there product angles/woman will fall from the sky for
them and instantly love them. This ideas helps make the lynx advert
and the product more memorable to men and want to purchase it to
hope the advert equates to their lives.

31. Intertextuality
Intertextuality in adverts is where an advert refers to another media outlet. (
for example TV, film and magazine) they may use the character, music or other
elements from the text.
Yoda Vodafone advert
Vodafone have chosen to use intertextuality in the advert telling there
customer about free mobile chargers. The reference is star wars as yoda is
featured as the main character in the advert the link to star wars has helped
develop the brand as yoda is a well known character and how has a long
lasting association to Vodafone which will provide free advertising as whenever
any of the audience see yoda they will remember the adverts he was in for
Vodafone.

32. Voice over
Voice over in an advert is were the audience is addressed directly
and used to promote recognition and memorability. Celebrities are
often used.
Gmc serria lock and load
Will Arnett is the voice narrator for the “lock and load” GMC serria
advert. Will is used in the advert to directly address the audience on
the advantages of having a Serria compared to normal trucks by
using Will Arnett's voice the advert becomes memorable and
referred to by the audience when his voice is heard next therefore
promoting the brand.

33. Special language
 Is language that suits the product.
 a product advert would use positive language to promote a
positive message/image about the product.
 charitable cause would use more emotive language to appeal
to audience compassion.

34. Direct address
A direct address advert is were the advertisers speak directly to the
audience this get the audience involved and asking themselves questions
which are relevant to the product.
Auto glass “speed bump” windscreen repair
Auto glass use direct adress in there “speed bump” advert to break the
forth wall and communicate to the audience directly to explain their
payment plan and what can happen to a chip and how bad it would be if
that chip turned into a crack. By doing this the audience feel involved
and apart and questions whether ignoring a chip is the right thing and
answering that question to themselves therefore they now know where
to find the answer to their problem in the remainder of the advert.

35. Stereotypes
Stereotypes are used in adverts as an oversimplified depiction of a
particular group as in adverts there not time to explain the characters
so stereotypes give information at first glance.
fosters “good call”
The most well know advert that uses stereotypes is the fosters “good
call” were the two main character are two stereotype Australian men
drink beer and having a barbeque in the sun. this is the view the
audience gets at first glance and the view foster wanted to provide
the audience with.

36. Music
Some TV adverts will use music and artists to advertise there product as
well as raising the artist profile.
Relentless professor Green
Professor green was used in a relentless energy drink advert singing a
snip it from his song “Avalon” by using professor green relentless had a
catch tune to imprint in the mind of the audience and associate to the
brand. This also help professor green promote himself and his song by
receiving air time on major tv channels.

37. Characteristics of
product or services

38. Benefits offered
 Some adverts come with benefits offered. Benefits offer
are usually money off deals or bundle offers if you buy in
bulk from a number use placed on the bottom of an
advert.

39. Advantage of similar
products
 The advantage to having a similar product is that both
products can be advertised in the same advert or use
the bases behind the first advert allowing the company
to save money on an advertising campaign.

40. USP
Usp is a factor that differentiates a product from its competitors,
such as the lowest cost, the highest quality or the first-ever product
of its kind. A USP could be thought of as “what you have that
competitors don’t.”
Halifax Gavin Yates adverts
The “Gavin Yates” halifax advert is completely based on Halfax’s usp
which isthat they give more to people who do more, this can be by
lowering interest rates or mortgage rates. This advert show the
audience the usp by show Gavin as a man that does more and
showing use what his reward is at the end. This then show the
audience what's unique about Halifax and why they should bank
with them drawing the audience into the brand.

41. Lifestyle appeal
 Lifestyle appeal is denoting advertising or products
designed to appeal to a consumer by association with a
desirable lifestyle.

42. Brand identity
Brand identity is the complete look and feel of the brand. Brand identity includes
the brands name, logo, colour scheme, slogan, values. brand identity is use in
advert to make an audience recognise and identify their product easily.
Gorilla Cadburys advert
Cadburys has such a strong brand identity that they can make adverts away
from the norm of just present there products to the audience. For example the
gorilla advert. Cadburys can afford to make this advert as there identity is so
strong the audience does not have to be told what the brand is they already
know from the slogan at the beginning and the purple colour on the walls as
purple is the colour for Cadburys. Having a strong brand identity has been good
for Cadburys as they have made more memorable adverts which stay with the
audience and promote there brand more and draw customers to there products

43. Regulation

44.  The Office of Communications, commonly known as
Ofcom, is the government-approved regulatory and
competition authority for the broadcasting,
telecommunications and postal industries of the United
Kingdom.
 Regulate tv and film mostly
 The audience/viewer can file a complaint about any
media product. Which is then reviewed by Ofcom and
banned if deemed hurtful or offensive

45.  The Advertising Standards Authority is the UK’s
independent regulator of advertising across all media.
 They apply the Advertising Codes, which are written by
the Committees of Advertising Practice.
 The ASA use regulate using to regulatory systems self-regulation
for non-broadcast advertising [link to site]
and co-regulation for broadcast advertising [link for
more information].