Learning Outcome 1

Advertising Ideas

Trainers

This idea is a play on the famous Tarantiono film, Resevoir Dogs. It will show the famous scene of all the gangsters walking down the street in their expensive looking suits with the song 'Little Green Bag'. Whilst they walk the camera is in slow-motion, it pans down to their feet where they are wearing new urban street trainers instead of the predictable black leather shoes.

Fake Tan

Girls dancing around whilst applying fake tan to thire bodies, the song throughout the advert is 'Shout'. It gives an upbeat effect to the advert and makes everything seem happy. All the girls smiling and wearing bikinis, working to good advertising campaign.

Bouncy Castle

Camera starts close up on old people jumping around. As the camera zooms out, the bouncy castle comes into the shot of the camera. Then the slogon 'You're only as old as you feel' ios used in voiceover.

Stella Artois - French James Bond

Form	Unrealistic Narrative - It is a spoof comedy.
Style	Parody, humorous, dramatic, stylish - The advert is humorous because it's a James Bond spoof
Codes & Conventions	Slow camera cuts, fast cuts when running, Bright natural day light, iconic ‘Bond’ suit.
Computer Graphics	Special Effects.
Techniques	It makes the beer seem stylish by drinking it in suits with attractive women around.
Characteristics of Products or Services	This beer stands out amongst other beer adverts by being really suave and sophisticated.
Regulation	States the drinkaware.com advert.

The voiceover used in this advert is used at the end when the pint is being poured and given to the man. A french woman is used for the voiceover, this reflects the origin of the beer and the classyness of the company. There is no dubbing involved with the advert, however with exception to the voiceover, the whole advert is spoken in french. The audience understand what is happening by the mannerisms and facial expressions of the characters. It is unusual for an english televised advert to be in another language but is seems to work really well, and again it reflects the origin of the product. The music being played over the advert is a smooth jazz piece, it regualary changes tempo to keep up with the movements of the characters. At the beggining it very smooth and slow as the man gives the woman a massage. Then another angry looking gentlemen comes and the music begins to speed up. The man falls off the cliff with sharp cymbal sounds as he falls through each set of clothes, then when he lands infront of all the attractive women the music returns to the smooth jazz.



WKD - Pass Me The Drill

Form	Realist narrative - The advert portrays real life situations.
Style	Entertaining, Humorous, Amusing - The character holding drill uses it in an unorthodox manner to make it seem like he is walk like a robot.
Codes & Conventions	Slow cuts. Few camera angles, over the shoulder, tracking. Natural light from window.
Computer Graphics	None used.
Techniques	The humour of the advert reflects the on the target audience of the drink. Making it a party/night club drink for both genders.
Characteristics of Products or Services	Because of its hysterical manner, this alcoholic drink stand out amongst other similar drinks by using quick, funny adverts that audiences can remember.
Regulation	The use of drinkaware.com

The sound used in this advert is very simplistic. It doesn't use voiceover, dubbing or even have its own soundtrack. The only things it has are dialogue, SFX and a jingle. The dialogue only consists of one of the mena asking for the drill, then the other (who remains silent for the advert) turns and does the 'robot' dance over to him with the drill. As he walks he presses the drill to make his movements sound mechanical. Then once the drill is passed the well known WKD jingle comes on to end the advert. As the jingle plays you can hear faint noises of a club or a pub.



Jack Daniels - His Way

Form	Unrealistic Narrative - The advert has been created by using CGI (Computer Genereated Imagery).
Style	Stylish, Mature, Elegant. The advert becomes very sophisticated as it slowly pans accross the bottle and the words light up as they are pronounced.
Codes & Conventions	Only 2 shots, very simplistic. Panning of the whisky bottle.
Computer Graphics	CGI. The use of darker lighting is done by computer graphics.
Techniques	The stylish and suave manner of the advert reflects the style of their target audience.
Characteristics of Products or Services	As the camera pans across the bottle, key words on the bottle are highlighted. This clearly points out elements of the product.
Regulation	A ‘Drink Responsibly’ tag is put on the end of the advert.

This Jack Daniels uses techniques in this advert to make it seem very classy and sophisticated. As the camera pans accros the bottle, the mens voiceover voice describes the story and history behind the whiskey. As he says a word that is written on the bottle, it is highlighted. The music used is very classy and masculine, the guitar rhythm and chord sequnce emphasizes this by being smooth and straight to the point.




Carlsberg - That calls for a Carlsberg

Form	Realistic Narrative - This advert portrays real life situations.
Style	Intimidating, humorous - The adverts humour is generated by the twist at the end of the advert. Everybody in the cinema assumes the men already seated are nasty and intimidating, until they all begin to cheer and offer the couple a beer.
Codes & Conventions	Doesn’t stick to regular conventions of beer adverts. The shots will be used so that people can’t see the camera.
Computer Graphics	The only computer graphics used are at the end where the Carlsberg logo appears and the bottle explodes open.
Techniques	The advert is done as an experiment. Then the humour at the end of it creates a warm feeling for the audience.
Characteristics of Products or Services	It is different from most other adverts of this product, and most other adverts of similar products. But it fits in well with other funny adverts created by Carlsberg.
Regulation	The ‘Drink Safely’ logo appears at the end.

This carlseberg advert uses sound to create a really humorous advert. At the beggining it uses long, organ like chords making it seem like a horor movie. The shots and location help the audience to understand this aswel. The music continues as the scared customers enter the theatre, they then whisper to each other and some decide to not go in due to the brutes sat there. As some of the people take there seats you hear one of the men pop open a carlsberg and pass to the newly seated customer. As they sit down, everyone in the cinema cheers and whistles, then on the screen the calsberg slogan appears. Then the royal carlsberg jingles is used and a carlsberg bursts open.

Task 4

The use of advertising on the television has created great audience demands for products they have seen advertised. People now want to be the first to try new drinks, clothing ranges, video games, music albums and etc. A TV advert gives the company approximately 30 seconds to sell their product to their target audience. So in order to generate interest from you, the viewer, they need to hook you in straight away. For example, an advert for a new car will demonstrate how it is better than their competitor’s models and why you should choose them. Another way of enticing the audience is the type of vocabulary they use throughout. Using the same example, an advert for Jaguar car manufacturers would use words like elegant, stylish, and comfortable to describe the car.  

However, companies aren’t always out to look and sound better than competitors. Often you can find adverts, such as Canon, where they are saying that there newer improved product is exceptionally better than previous one. Techniques like this are most commonly found in for mobile phone adverts such as Apple, Sony Eriksson, Samsung etc. Another technique is by using words that make the audience feel better about themselves. For example, shampoo adverts such as Head & Shoulders with claim that there product will ‘make you feel alive’ and ‘rejuvenated’.

Adverts that you see on TV will always try to create something unique so that people will be able to recognise it and easily describe to other people. Word of mouth is a great way for products to become popular throughout the public. For example, one of the most iconic adverts of the last decade has been the ‘Cadbury Gorilla’ advert. The advert purely contains a gorilla sat behind a drum kit playing along to Phil Collins. The advert immediately made a huge impression on the public and instantly became very popular. The success of the advert is down to its simplicity and quirkiness, something that audiences will enjoy. As adverts can easily become a hindrance to programmes the public are viewing, so the creators of adverts need to make sure they are not switched off as soon as they come on. Cadbury understood this and tackled it perfectly.

Cadbury Gorilla Advert: http://www.youtube.com/watch?v=Wy52yueBX_s

Adverts that you see on Tele aren’t always about sales of a product, there are plenty of adverts for charity companies such as the RSPCA, NSPCC or Save the Children. These adverts try to make to audience feel guilty and sympathetic, almost by suggesting that the viewers are to blame for the tragedies and that is why ‘YOU’ should donate a certain amount of money each month. A common feature of these adverts is after the audience has seen the suffering and or trauma of children/animals and told to donate, the audience is then shown clips of what is and could happen if you donate. Then it will cut back to a sad clip to the audiences sympathy still involved.

NSPCC Advert: http://www.youtube.com/watch?v=r6TzoQM3ajs

Fast food adverts from McDonalds, Burger King and KFC generally target their adverts at children. McDonalds regularly involve children in their adverts, alongside their company mascot Ronald McDonald. Clips involved in their adverts also sometimes include play parks and Happy Meals. However, during recent results regarding the healthiness of the food, McDonalds has changed its approach on advertising and now focus on including salads and coffees within in the Tele adverts.

Plenty of adverts have also used catchphrases to make their product memorable. McDonalds use ‘I’m lovin’ it’, Nike use ‘Just do it’ and EA Sports use ‘It’s in the game’. These are just a minute amount of adverts that use catchphrases, this is arguably the most effective advertising technique and that is why several companies include it.