Unit 30 Codes and Conventions

Advert makers now use many conventions to adverts more appealing to the user, they add things such as:

•Camera angle and shot

•Iconography

•Editing

•Lighting

•Sound

•Music

•Computer graphics

•Special effects (SFX)

I am going to analyses two different contrasting adverts, and explain how each different convention grabs the viewers attention and entices them to purchase the product or service being displayed. I will also point out what the advert could do to make it more enticing. 

So the first advert I am going to look at is, from 2007, a Skoda Fabia advert. The basis of the advert is how unique it is, and how they've made to it keeps the viewer watching. The first convention is the Music, we notice it is a very famous song, favorite things - Julie Andrews. what this has done is use a song that everyone knows and put it in the advert. this is so when viewers then listen to that song it will then remind them of that advert. 

Then we can look at the lighting, within the base of the advert, the lighting stays the same, which tells us the advert is set in a studio. But they have a spotlight on the car at the end to show that its the main focus point for the viewer. Although the lighting is not really a bi deal but we can see they have used more of it where they need to, for example at 0:58 where i said before the main focus point is the car. 

The camera angle and shots are very basic, we see close ups of ingredients at 0:02, so something we would not expect in a car advert but again, it;'s something to entice the viewer to convenient to watch the advert, as most people do get attracted towards sweets and confectionery when the see it on TV. But then when see the editing, it's very basic but it works very well, the transitions between each scene are very clean and quick due to it being an advert. But then at 0:14 we see the advert speeds up to show the process of them making the car out of cake. This is showing the viewers that their products in this car the car, are made with precision and they spend their time on them. it's also very appealing to the viewer as its unique and nothing like we see everyday. Which is what makes it a very good advert   

As you notice the advert above did not show things such as computer graphics and SFX, Well if we take a look at the very common advert shown across all sports channels, mostly Sky Sports, The Bet365 adverts. The first thing we see is Ray Winstone, a well known Actor with a very broad East End accent, This is a good use of celebrity endorsement so people will continue to watch the advert. 

But looking more closely at the advert at 0:09 of the advert we see the use of SFX on screen, this makes the screen more visually appealing, because say we was to take the SFX away the screen is completely boring and would look really dull when watching it. So i think the use of the SFX here is very good just so it doesn't bore the viewer.

Then 0:26 we see computer graphics which displays the score of the current game, and considering they show it on sports channels this keeps the viewers interested in what they are watching, plus people bet a lot so this would appeal to the majority of people who watch the sport that's being shown

Part 3 - Style and Form

When advertisers make adverts, they tend to use many different ways to attract the viewer to watch the Advert and potentially buy their product. To be more specific they use different types of Styles and Forms. They're four different types of Styles which are:

- Humor

- Surreal 

- Dramatic 

- Parodic 

Then we have different seven different types of Forms which consist of 

- Realist Narrative 

- Anti - Realist Narrative

- Animation

- Documentary

- Stand Alone

- Series

Humorous - 

Bring On The Trumpets - Advert)

Looking at this advert from The Natural Confectionery Company, we can see that he style they have used here is, Humour. Looking at the advert as a whole, it looks very simple and plain. This makes it simple and just lets the humour aspect of the video take place. So when looking at the video from 0:07 to 0:26, we see a conversation which is rather basic between two sweets. The fact the Gummy bear continuously reply's back by saying he phrase, "Bring on the trumpets!" Over and over again makes it funny. Also we notice how random the advert is and how it is something we wouldn't ever expect to happen, and as a viewer the randomness aspect of the bear shouting Bring Back The Trumpets makes it funny. This is what the advertisers where aiming for, it’s why advertisers use it in their adverts. Because it leaves a memory in their head, we all remember things we laugh at and this is the same approach where when you see a products advert you found funny, you would then purchase it. Or in the event advertisers are using humour for a company selling service the same thing will apply, leaving something memorable such as a jingle or theme song will then remind an individual of a company or product.   

Surreal -

Rowntrees Randoms Manger advert) 

The Rowntrees randoms advert is something out of the norm, a very weird advert, hence the fact it's surreal. The advert starts off in a normal football game, then at 0:01 we see the manager’s facial expression which looks extremely angry, so we're expecting him to go completely mental at his team. But when he starts talking it all goes very unusual. Starting at 0:06 the manager replaces words with the item of sweet he is eating, this is to reflect back at the slogan said at 0:27 "let your random side out!" this again is to make a viewer remember the advert when they may see the product in the shop. Also we could say the whole randomness effect on the video makes it funny so it again makes the viewer remember the product when they see it. So the reason advertisers use surrealism is, it's out of the ordinary which then makes people talk about it, this is also known as word of mouth. Which when people talk about the product to each other but is also a form of advertisement. 

               



Dramatic - 

Warburtons Burnt loaf of Bread advert)

The Warburtons burnt loaf advert builds up emotions but in a very sarcastic way. Right at the start we see the doctor make a very serious facial expression after picking the phone up at 0:05, his face drops along side the piece of toast which also foreshadows whats about to happen in the future on in the advert. This builds up the tension because we have no idea what the adverts about, but when the blinds lifted we see the sarcasm come in at 0:16 where we see a man holding a burnt loaf of bread, where from the viewers point of view is rather funny. However they may over-exaggerate the whole situation but it makes sense at the end 0:48 where they say, "We care because our name's on it." This is to show they take their product seriously hence the fact it's all dramatic. Overall the reason advertisers 




Parody - 

Lionel Richie Walkers Advert)

This is a parody of Lionel Richie's song "First you then me." advert. A very well known song within the UK. Although he himself is mocking his own song by replacing lyrics with extra crunchy. So where in the real song he would perhaps be singing to a women but in this he is singing to a crisp which adds the humorous touch to it. But then at 0:35 he is chucked out the window by Garry Lineker who is the face of walkers. This is him trying to say that he can't be replaced but in a comedic approach.   Form

Realist Narrative - 
                          
                         Harry Redknap Wii Advert  

This is a very basic advert but it's also trying to show realism from the product, they do this by having two very known people in the sporting world, Harry and Jamie Redknap playing a game of Mario Kart. This is a scene most people would see in their own homes. And this is what Nintendo was going for so they can show anyone can also have that enjoyment just as long as they have a Nintendo Wii.

Anti - Realist Narrative -
                             
                               Haribos  Starmix Cinema Advert 

This advert starts off completely normal. Where we would see a standard couple in a cinema together with the generic pose of the guy having his arms around the girl. However at 0:02 it changes as soon as the girl starts talking. she has a very high pitched voice, something close to a toddlers. This is something was wasn't expecting to happen or wouldn't ever happen in reality. we would never expect a guy at that age, where you could say his mid to late twenties having a voice like that. 
Animation - 

Kinder Chocolate Advert  

This is Animation advert showing how a child can get their treat but also please a mother. The advert is done in a animation manner. This is to keep the viewer watching and to not get bored. But it is also to attract their younger viewers, by advertising a chocolate but also having it in a animation, this is two things that would attract a child's viewership which would then lead to a sale. 


Documentary - 
                               Guinness Advert 

This is an advert for Guiness to show what people do after a hard days work. they've put it in a documentary sort of form so it replicates of what people do during their day and how they build up to the pint of Guinness. They also display the location to add a sense of realism to it. To show where the advert is made and where the people are from. 

              

                 Stand Alone - 
                           Bourneville 

This is a Bourneville advert. A none common chocolate among Cadbury's selection. But this is something you wouldn't see on TV due to it not being well known. however they've made their target audience the main attraction within the advert. because their aim is professional adults potentially pensioners who would like to eat dark chocolate. 

                      Series - 
                                 Fosters new adverts 

This the new series of Foster adverts where they are on a beach and men call them from all over the world to ask them how to deal with their man issues. you could say it's sexiest as they only deal with men and see women as an eye appealing figure. But they have kept it interesting because in every advert they have a different caller with a different scenario.