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.
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