Anti Smoking & Chocolate Adverts Used

Anti Smoking Ads used in class:

Cadburys Adverts used:

Adverts used - STRUCTURES

Advert Structures

Narrative advert examples:

Halifax Home Finder App

John Lewis Christmas 2010 advert

Which technique does both of the above adverts use to support their narrative story? What are they selling?

Non Linear Narrative

Guinness 'Evolution'

Realist Advert

Problem - solution - Hair Dye Adverts

What techniques do these two above adverts use to sell their product? What/who is the focus of the advert?

Anti -Realist

Argos Christmas 2011 Advert - Aliens = not real!

Animation

Twinnings

Documentary Style

KFC Fresh Chicken Advert

Asda Price

Talking Heads

Someone talking about the product...

Activia Yogurt - Serena

Stand Alone Series

Adam & Jane BT Series



Task 3 - After October Half Term

UNIT 30: ADVERTISEMENT PRODUCTION FOR TELEVISION

Task 3 

You must be able to identify the characteristics of advertising:

·         Advantages over similar products

·         USP (Unique Selling Point)

·         Lifestyle appeal

·         Brand identity

Mini Tasks:  

·         Brand me & advertise me 1! (Brief & pitch)

·         Brand me & advertise me 2! (Brief, pitch & film)

Advertising needs to be regulated. Regulation takes place through two main bodies, the Advertising Standards Authority (ASA) and OFCOM. Write a detailed account of the following:

• What the ASA/Ofcom does
• What types of advertising does the ASA/Ofcom cover?
• How does the ASA/Ofcom respond to complaints?

Give some examples of the codes for TV advertising and include two case studies:

 1)  Give an example of a particularly controversial advertisement that ASA/Ofcom have had to deal with. Include; the advert (if you can find it), details of why the advert was deemed to be unsuitable, who decided it was unsuitable and any other information around the case (did people complain, was there a copycat incident)

2) Give an example of a recent advert that has been removed from the air. Include, the advert (if you can find it), why the advert was deemed to be unsuitable, who decided it was unsuitable and any other information around the case (did people complain, was there a copycat incident).

P1: Describe structures and techniques of television advertisements with some appropriate use of subject terminology.

M1: Explain structures and techniques of television advertisements with reference to detailed illustrative examples and with generally correct use of subject terminology.

D1: Comprehensively explain structures and techniques of television advertisements with elucidated examples and consistently using subject terminology correctly.

Task 1 & Task 2

UNIT 30: ADVERTISEMENT PRODUCTION FOR TELEVISION

Aim and Purpose

The aim of this unit is to enable you to apply production skills to create an advert for television by examining existing television advertisements to investigate how persuasive messages can be constructed.

Learning Outcomes

After completing this unit you should:

·         Know about the structures and techniques of television advertisements

·         Be able to originate and develop an idea for a television advertisement

·         Be able to produce a television advertisement

·         Be able to reflect upon own television advertisement production work

Task 1

Understand the purpose of TV adverts and explore the strategies and structures they use. You must explain and give an example of the following types of advertisements:

·         Narrative (linear and non linear)

·         Realist & Anti-realist

·         Animation

·         Documentary                                                         

·         Celebrity Endorsement

·         Talking Heads

·         Stand-alone series

Choose one example advert for each advert structure and embed the link into your blog. Then conduct an analysis on each advert exploring the structure and how effective it is. Comment on camera angles, mise en scene etc.   

(You must also show in your analysis that you fully understand the strategies/devices used e.g. music, pulling on heartstrings, celebrities, intertextuality, parody or shock factor.)  

                      

Task 2

Techniques that TV adverts use to sell/promote different products:

·         Fragrance adverts (Paco Robane ‘1 Million’ + female perfume ad)

·         Anti-smoking adverts (NHS Helpline adverts, passive smoking ad)

·         Chocolate (Cadbury’s ads)

·         Insurance (Aviva, Compare the Market, Go compare)

You must be able to show evidence of investigating emotional responses, solution to problems, self perception and social position.

STRETCH & CHALLENGE: Laura Mulvey –‘Gaze Theory’.

P1: Describe structures and techniques of television advertisements with some appropriate use of subject terminology.

M1: Explain structures and techniques of television advertisements with reference to detailed illustrative examples and with generally correct use of subject terminology.

D1: Comprehensively explain structures and techniques of television advertisements with elucidated examples and consistently using subject terminology correctly.

 

 

 

 

 

 

 

 

 

THIS SHOULD BE COMPLETED BY OCTOBER HALF TERM