Assignment 1: Task 3: Analysing Adverts

This advert is made by a hoover company called dirt devil and is a non-realistic narrative and parody form with the style of a horror and humour. The setting is an old dark house that has been set out in a way that is associated with the stereotype of the horror genre. The target audience for this advert will be adults as they are the people who would buy a hoover and this horror genre would not be ideal for a young audience.

The editing for this advert are long duration shots which helps to give the  advert its tension and sets the mood, this is because the audience will get to see the character more and their facial expressions to get the mood. towards the end of the advert the editing becomes faster pace and is seen as the climax of the advert. The effect of this is that it makes the advert scarier as you do not get to see the girl for a long time in one shot so you do not know entirely what she looks like. After she freaks out the camera moves upwards and there is a contrast in lighting with the dark setting of the girls bedroom and the bright coloured old ladies room.

The cinematography for this advert starts off with an establishing shot that shows the scary house with a beam of light coming from a window. The effect of this light is to give a sense of the priests godliness as he is standing in the light. There are then two shots that show the priest with the mother behind and then the father. These shots help to get an emotional response from the audience because we get to see the characters emotions. After there is a high angle shot and this makes the two characters seem vulnerable. The use of these shots provoke and emotional response in the audience because they would be getting scared and know the characters a bit more so that they connect with them.

The lighting throughout is overall dull and dim which helps to create the spooky and scary advert. In the first shot the priest is standing in a light from the window in the house which gives the effect of the priest being holy. but at the end the light is bright for the ladies room which is a contrast o the rest of the advert and creates the humour. 

The sound is also used throughout to enhance the spooky mood and consists of a mix of single sounds such as clip clop of walking. there was also non-diegetic music with the added slow scary music which builds up the tension.

There is no celebrity endorsement in this advert and but does create a brand identity with the slogan at the end 'you know when its's the devil' which fits with the form of the advert.

Assignment 1: Task 2: Styles of Advertising

Within the forms of advertising there are also styles that contribute to who your target audience is going to be. This is because different styles will appeal to different groups of people such as romance to girls and horror to boys.
          One style that is used is humour and this is because humour has a very wide target audience. Although humour is used widely and can be very effective, if not done correctly then it could easily be counter productive and turn people off of the thing you are advertising. This style will be memorable because the jokes in the advert will make people remember the joke and then link it with the advert and therefore the product. An example of an advert that uses humour is the Argos advert with the aliens. This is a good example because the use of aliens can be made funny for al the family and not just one set of people. The humour in this advert is shown when the aliens get a 3D tv and hide behind the sofa. This is funny because they are scared of something that is used in everyday life by humans. This style is successful because of the amount of emotion and memorability of it.



Another style of advert is horror which makes people scared and therefore gets the audience to be on edge and concentrate on the advert. An advert using this style will be memorable because of the emotional response it provokes. Although this is effective it also limits your target audience as you would not be able to show a scary advert before a certain time and usually miss getting children to view your advert. However this is not a problem if the product does not affect children such as this phones 4u advert. This advert works as a scary one because i builds up suspense. This is also a good style for this advert because the target audience is teenagers and adults who are able to watch this advert and buy the product. This advert is successful for the product because of its effective in getting across its point and the memorability due to the audience being frightened.




Parody adverts are common as it links a text that already exists with the advert and can have a range of audience depending on what text is being recreated. Usually adverts will make parodies of things that are popular and people find happy or good so it would usually cause a happy feeling in the audience. A popular parody advert is confused.com that uses the song YMCA  but changes the words to fit in with their business. Because the song is well known by the majority of people this advert can link themselves with the song meaning when someone thinks of YMCA they will most likely also think of confused.com. This is suitable for the product because it allows the company to give lots of relavent information in a catchy song that fits with the happy, lively animation. I think this style is successful because if it achieves its goal then the audience will link the product with the thing that the advert has made a parody of and therefore people will think of the product when thinking of the text that has been used.




An advert with a jingle is a good style to use as it will usually make people feel happy and a short jingle will usually get stuck into someones head so they will keep on remembering your product.  A risk when using a jingle is that if not done well then could result in your advertisement campaign be ruined due to poor feedback. The style is successful in selling the product because it is fun and different to other adverts on at the time giving it a unique edge. The advert involves a variety of people implying its for everyone. This advert and style are successful because of its catchiness so people will remember the jingle and then the product.




Shocking adverts are usually created for charity adverts to create an emotional response from the audience, usually sadness or guilt. It makes the advert memorable because of the response made by the audience causing them to not forget the shocking images or videos shown. This style is suitable for the purpose because of the emotional side that the audience will feel and therefore make the audience want to do something about what they have just saw by donating. This style is successful becasue there are no fancy graphics or animations involved meaning the advert gets straight to the point and people know instantly what the adverts about.





Sex appeal is what adverts and if done correct they can arouse both men and women which means that they will be concentrating on the advert throughout. Adverts that usually do this are ones for make up or aftershave/perfume. It will make the advert memorable because the audience would continue thinking about the people and situation that the advert took place in. I think it is a suitable style for make up and aftershave adverts because it makes the audience think that if they buy or use the product then they will get the women/man. This device is successful because it makes the audience slightly aroused and make them focus on the advert then make them want to buy the product. The advert below uses this well by also using a celebrity to create a higher sense of passion between the characters and a more emotional response from the audience.

Assignment 1: Task 1: Forms of Advertising

There are different forms that an advert can use to get across there message or sell their product. One of these forms is stand alone, this is when the advert appears as a one off and is not connected to other adverts they do such as spec-savers which does not have a continuous story to it. benefits to using a stand alone advert is that the advert will be original most of the times. Advantages to this form is that you do not have to think of a story line to use for the whole series of adverts you would otherwise be doing. This is seen in the advert below where the makers did not have to think of the consequences of this and could leave it at the climax of the advert. Drawback to standalone is that it is harder to have your company associated with a certain thing which in turn will make people associate that object/phrase to the product. Another one is that the audience most likely won't make an emotional connection with the character, for example the audience may not be feeling sorry this character as they do not know him and have not made a connection with him. meaning that the advert is more likely to be forgotten.
                    

Another form is animation which is good to use if you want to go beyond the boundaries on effects that you may not have been able to with actors. This means that are able to make things happen that would not happen in real live and examples of this is a round yellow character being able to talk or an orange character with long waving arms. Another advantage to this is you are able to make the advert much more colourful than you be able to do if you was filming because you are able to add colours to the characters rather than using costumes which would be hard to give the same effect as an animation. Disadvantages of this is that animation can be expensive and very time consuming meaning your advert may not be on the tv as quick as if you filmed and therefore losing possible customers. Animation is also hard because it is all done from scratch meaning the characters and settings all have to be thought of and created from scratch.



Typography (text based) is another form of advertising which consists of a sequences of words with motion that have been animated and has speech over the top as shown in the advert below. This advert has a narrator which in this case is a celebrity and is used to read the text on the screen and also add information so that the audience does not have to read.  Advantages of using this form is that the will be low as you will only need to employ as people as you would have it you was using the animation form because you do not need artists to create the character and then a computer animator to put that character onto the computer. It will also be quicker than some other forms because there are not as many steps involved in the creation of the advert meaning you will be able to broadcast your advert earlier.  Disadvantages of this form are if not done right then they can appear shabby and not get the attention of the audience.




Documentary Adverts are used for adverts mainly f it involves some kind science such as a new toothpaste which acts in a certain way. The effect of this form is that it makes the audience believe this new product is very good because it appears to be a professional talking about it. This is an advantage because facts are given and these make people trust what is said. The advert is shown as an interview of an actor in a white coat speaking with scientific words who the audience would trust more than a person in a hoodie. A disadvantage of this form is that these adverts are usually not memorable so the advert would be a waste of time as it wouldn't be remembered.


Talking heads is similar to the documentary form but instead of one person talking about the product it is set as an interview with members of the public talking about the product. This form is good because the advert usually uses actual customer comments so the audience would believe more that the product is good if the comments are from customers. This forms also good because the target audience does not have be guessed and could show that the product is meant for everyone or specific people by showing actors of different genders, age and ethnicity. These adverts sometimes included an interview with an authority such as a scientist which gives it the same advantages as a documentary advert. Disadvantages of this form are they can be non-memorable like the documentary form.


Non-realistic forms are adverts that are surreal which means there is no limit to what the advert can have whether it's someone firing sweetcorn from a pen or being able to fly. Advantages of these are that they can be very memorable as they are often very original. These adverts are created with adverts and effects but may also involve a bit of animation. The thing that makes this advert non-realistic is that the man is surfing on a inflatable crocodile which is impossible or very hard.