Structures and techniques of TV adverts - PowerPoint Presentation

Slide1

Structures and techniques of TV adverts

Darcey TyrrellSlide2

Structures

TV advertisements have many different structures, the type of structure used would depend upon product, budget and target audience. Some adverts take the for of a documentary. For example Nike may take a sporting hero and show them training whilst wearing Nike sports clothing.

Another format could be animation. For example a lego advert may use a lego cartoon character to promote their product as this would be appealing to children who would be their target audience.Slide3

When a production company selects the structure they intend to use in an advertisement they need to thoroughly look at the product and decide who the target audience is. Once they know this they can decide what structure would appeal to the largest proportion of their target audience.

If I were advertising a brand of larger I would consider that it is generally a drink for men aged between 18-45. It is also associated with going out and having a good time. Therefore a humorous structure would work well. It would also show a positive lifestyle. Camera angles and lighting would be important to such an advert as you would need to make the pint of beer appear extremely appealing, for example bright lighting and close up angles.Slide4

https://www.youtube.com/watch?v=Hjt2DCigu6o

The people who created this advert for Quorn (a meat alternative) followed a documentary structure. The advert follows sports icon Mo Farah whilst he is training, People who are running with him keep dropping back which shows him as being the best. Through out the advert he repeats ‘Practice, Protein, Practice, Protein’. This lets you know that even though it is a meat alternative it still contains protein.Slide5

Techniques

Many different techniques can be used in the filming of an advert that could evoke many different emotions in the viewer. This is important as it is emotion that often encourages interest and is also more memorable. Sometimes this can be quite subtle such as product placement, and sometimes it can be more direct like celebrity endorsement.

A good example of an advert using multiple emotional techniques would be UNICEF advertising to raise funds for starving children in Africa, the viewer would feel emotional while watching this and would hopefully then want to help thus feeling good about themselves. Slide6

https://www.youtube.com/watch?v=FvXgmJl5dt0

This RSPCA advert was created using techniques to make the viewer feel sad and want to donate money. They achieve this by using slow sad music, often piano and violins. They also show clips of unhealthy looking animals and animals in unsafe and upsetting environments. This technique is very effect is it appeals to your emotional and caring side. Slide7

Characteristics of products or services

When looking at advertising for products or services there are a number of points that need to be considered. Does it have a strong branding, for example marmite (shape of jar, colour and font used). Does it have competitive products and if so how does it differ.

For example Pepsi have a distinctive branding, they also have a main competitor, Coca-Cola. They have made themselves different with the use of competitions to win great prizes, they also use celebrity endorsement, e.g. Beyoncé. Where as Coca-Cola tend to use more lifestyle imagery along with influential music. Slide8

https://www.youtube.com/watch?v=aKNqojGjT_Q

Cadburys have defined themselves very well in this advert. They show the product very early on as well as having the iconic purple colour dotted around the advert.

As the man in the advert takes his first bite you clearly hear the word sensation in the song. This is exactly what they want you to feel whilst eating their chocolate, a sensation.Slide9

Regulations

When embarking upon any advertisement, you always need to consider any regulations that need to be complied with. For example the ASA insist that every UK advert is responsible. It must be truthful, honest, decent and legal. Slide10

Audience information

In advertising audience data is especially useful you need to understand who your target audience is as well as being able to measure the success and response to any campaigns. Audience information is gathered in a number of different ways, it can be gathered by questionnaires, focus groups and ratings.

It is only with as much data as possible that you can position your advert correctly whether that be its structure, techniques used or time slot that it is broadcasted. Slide11

Sources of information

A valuable source of information would be the advertisers information pack. This will typically give information of times and types of programmes being shown. For example if I wanted to sell a new action hero toy, I would know to put it on a channel which is showing children's TV programmes at the time, preferable a boys programme like teenage mutant ninja turtles as my target audience would most likely be watching.

Many advertisers would use information compiled by an agency such as ‘The Marketing Donut’ the benefit here would be quick access to required data.Slide12

Audience classification

Understanding your target audience is the key to a successful advertising campaign. You need to have a profile of the consumer before you are able to decide upon the style and type of your advertisement. Things to be considered: Age, Sex, Geographical location, Disposable income and social class. Different people watch different programmes, they buy different products, so it is important to match the two. For example a little girl might be watching my little pony and come across an advert for Lelli Kelly shoes that come with lip gloss and put pressure on their parents to buy it for them. This advertisement would have been placed here as there will be a strong likelihood that the young girls watching such a programme would also be drawn to this product.Slide13

https://www.youtube.com/watch?v=ZNZc8jDo5FQ

This Lelli Kelly advert is aired on almost every children's channel as their target audience are girls aged around 4-9. It was first aired during and episode of the winx club as girls in that target age would be watching. They have a very recognisable theme tune at the start of every advert they make.Slide14

Regulations

Advertising needs to be regulated. Regulation takes place through two main bodies, the ASA and OFCOM

.

The ASA (Advertising Standards Authority) have been put in place to ensure that all types of advertising is legal, decent, honest and truthful to benefit the consumer.

The ASA cover numerous types of

advertising such as:

Magazine

and newspaper advertisements

Radio and TV commercials (not

programs

or programme sponsorship)

Television Shopping Channels

Advertisements on the Internet, including:

banner and display ads

paid-for (sponsored) searchSlide15

Marketing on companies’ own websites and in other space they control like social networking sites Twitter and Facebook

Commercial e-mail and SMS text message ads

Posters on legitimate poster sites (not fly posters)

Leaflets and brochures

Cinema commercials

Direct mail (advertising sent through the post and addressed to you personally)

Door drops and circulars (advertising posted through the letter box without your name on)

Ads on CD ROMs, DVD and video, and faxes

Sales promotions, such as special offers, prize draws and competitions wherever they appear.Slide16

The way the ASA deal with complaints is if its is a valid complaint they will give you the name of the person who will handle the case. The name of the person who made the complaint will be confidential and kept from the advertiser. The majority of the time the complaint will be dealt with quietly.

The UK Advertising Codes

put rules in place

for advertisers, agencies and media owners to follow

.

They include general rules that

state that

advertising must be responsible, must not mislead, or offend and specific rules that cover advertising to children and ads for specific sectors like alcohol, gambling, motoring, health and financial products.Slide17

https://www.youtube.com/watch?v=cgLZSZqEZF8

BNP brought out a cartoon advertisement at the time of the European election which has been banned as it breaks a lot of the ASA’s rules and regulations. It is offensive, misleading, harmful, etc.

They have not followed the rules and regulations whilst creating their campaign advertisement.