of which creates the atmosphere and makes the



of someone saying, ‘Contactless technology
from Barclaycard making payment simpler’ this highlight and proves what they
are promoting as well as the company it is under which makes the audience
leaves with not questions on the purpose of the video. Straight after the man
says, ‘can someone get me a towel’ can be seen and senses of humour. Depending
on the type of music that is played, it was help set up the type of mood the
creator wants the audience to feel. After 3 seconds of the video, the music
starts to play, the tempo is high and upbeat making the atmosphere more
positive and letting the audience know that the advert is fun and cheerful. The
shots and the music flow well together. What I have noticed about this is that
once he taps the card to pay the volume of the music decreases a bit this
emphasising the beeping sound of the contactless card. When the make was in the
library he stops moving on the slide thus the music also stops, the fact that
he was also in the library also make the situation more humorous. Once he is
able to stop moving again the music also starts to play. Computer Graphics are
used to show the company’s logo as well as any images that may be needed. There
is a paned shot going upwards from the house into the sky where the Barclaycard
logo appears. When the audience sees something that is associated with this
advert, such as a water slide, for example, they will think of Barclays and its
logo. Waterslide from the person workplace to his home is a type of special effect;
this gives the company the creative freedom without having to be bound by the
norm, which makes the advert slightly more entertaining and memorable. 

There slashing sounds in the waterslide is
also emphasised over the music which creates the atmosphere and makes the
audience somewhat feel as if they are a part of the experience. Additionally,
there is also some streets sound can also be heard over the music which again
can create a much better experience for the audience. At the end of the video,
there is also some dialogue

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Sounds in an
advert can help create the atmosphere for the audience without it; the audience
may find it hard to understand something is there or the relevance of it. In
the first 3 seconds of the video, we heard the natural sounds of employees at
his workplace; the volume of sound is low. We also hear the ‘beep’ sound that’s
heard is louder and the volume of music will dim’s down as well when it
happens, this gives the emphasis on how easy and fasts you can pay with the card.
Furthermore, there is a slight bit of humour is included when the music reached
the library and got somewhat stuck on the slide whilst trying to get himself to
move you hear ‘squeaking’ sounds.

The lighting throughout the whole video was
all natural. In the beginning of the video when the man was in his office the
colour was a bit dull and consisted of low contrasting colours. When he goes
outside on the slide, colours become much more vibrant and brighter (evidence
of high key lighting) as well as higher contrasting colours. There is also a
constant shifting between light and dark when there are shots of the outside of
the side and the inside.

 The pace of the video is fast but not
extremely. The music is synced really well with each of the shots when the
music slows down or starts to decrease the length of the shot increase and the
number of cuts decrease.

Barclay card. The shots within an advert
can say a lot about the feeling and the message in which the company want to
portray to the audience. Close up shots of the man’s reaction whilst on the
slide tells the audience that he is very relaxed and carefree this is also clear
from his body language. There are also close up shots of a man paying with his
Barclays card, giving the audience an idea of what the advert is trying to
promote. Long shots of the water slide can emphasise on how large and complex
the waterfall it, this may reflect in the effort it took to create this product
(extreme wide shots were also used to highlight the length and complexity of
water slide as well as giving us a birds eye view of the city.), but it will
make the customers experience mush easier (as seen from how relaxed the man as
in the slide), there were also mid shots of other people along with the scenes
when he was in the library, train station and food store. POV shots were also
seen of him on the slide when he sees the view of the city in the beginning of
the video and him inside the slide. This is so the audience can feel more a
part of the video as we are able to see the event from different perspectives.
The combination of different shots that pan up, down and across left to right,
make the video more entertaining to the audience rather than just one type of
shot that is still they decided to make each of the shots slightly different
than the rest and making it work smoothly together when it put together. There
is also a constant shift between what’s going on inside the slide and the
outside, the outside usually consists of a lot of long shots and panning shots.
There can be also of symbolic representations in an advert that can be what the
company is trying to portray these are called iconography. The water slide
itself can show that owning a Barclays card can make payment smooth and simple
it’s practically effortless like the man on the water slide. Another possible
representation is when the man taking off his work clothes, it can be the
stress he may have had to endure whilst working, taking off his working clothes
may resemble him taking off his stress.

For example,
created by Barclay’s card, the water slide advert which is about a man who
completes work and changes into swim shorts. He then goes into a cabinet where
he finds a waterslide that takes him on him all the way home, passing shops
where he is able to pay using his contactless

Codes and
conventions are both essential tools when it comes to media. The term Codes
refer to elements which can create some sort of symbolism within the media
product. The term conventions are seen as anything to do with content, style,
or form.


thus making it
much more memorable. This advert to support this is from a John Lewis advert
which includes the latest hits throughout the ages, the music is used to link
up the different shots from different periods of time until the advert ends at
the present day. This is a nostalgic type of advert as it includes footage from
the past and is cleverly put together through the music that was popular at the

The advert does have a humorous aspect to
it which also makes the advert more memorable. Nostalgic, another style of TV
advert can include elements from the past (such as the memorable parts of
history like the World War). Being able to link a product or service to one of
the most important events in British history, for example, can have a much
greater impact on the audience

behalf of the
boy’s father who was unable to attend or even plan the dinner as he was
hospitalised due to cancer. This is quite a heart-breaking story; however, the
advert does use shock tactics as the viewers only find out that this is a sad advert
towards the end. What makes the advert even more distressing knew that this was
based on a true story, as stated in the beginning of the advert. A parody,
which is another type of style, refers to previously made footage that is
re-created to make fun of or even mock the original focus of the advert. This
can be useful as audiences can feel clever once they have figured out the
parody which means that they have thought about the advert a lot and will
remember it. This is evident in an advert created by Specsavers who created a
parody of the Barclay Card waterslide advert. The beginning of the advert was
the same as the Barclay advert, but when the man goes in the water slide he
ends up falling in the rubbish bin instead. At the end of the advert, it says,
‘should have gone to Specsavers’. Another example of a parody is a compare the
meerkat advert 78 which takes the location and the majority of the narrative
from the movie Kingsman, this gives the audience something to relate to
especially those who and seen the movie and can recognise it again making the
audience remember it more.

Styles of a TV
advert depend on the type of product, service or branding the company wants to
promote. One type of style is humour, which sticks to the mind, allowing the
audience to remember that advert because it is funny. An example to support
this is called first date ft. Kevin Heart created by Hyundai. This advert is
about a father who sends his daughter out on her first date and urges her
boyfriend to take his car. However, the car has a tracker inside it in which
the father is able to follow them using his apple watch, throughout the whole
date the father sneakily tells the boyfriend to not #touch her daughter. This advert is fairly
humous to others which mean that it will stick to the mind for a while and
people will remember it. Another style of advertising is surreal which is a type of advert that differs from
the norm; this means that it is not what audiences would usually see. When the
audience first sees the advert they could be unsure of what the company is
trying to promote. An
example of this is from Ikea,
called there’s no bed like home. In this advert starts off with a woman falling
on rows of beds creating stairs in the sky above the clouds then finally
falling down on her own bed. At the beginning of the video we are unsure about
what the advert was trying to promote until it was said at the end, the advert
itself was also fairly surreal and dreamlike, it was completely out of the
norm. Dramatic is also a style of TV advert’s plays of the audience empathy and
can make the audience feel really bad. Shock tactics can also be included which
can bring out the ‘softer side’ of an audience making them feel sorry or bad for a person in the
advert. An example of this is a Filipino advert called Valentine Series: Date
created by a fast food company known as Jollibee. This features a little boy
who plans a valentine’s day dinner for his mother, at the end we find out that
all of this was done on

Our next form of advertisement is called
talking heads, which is a type of advert people use to directly communicate
with their audience. These advertisements are usually made with close up shots
as the audience is able to see the models (models would usually be celebrities
or experts within the product or service they are trying to promote) emotions
and expression, this helps engage the audience. An example that shows this type
of form is an advert from No7 anti ages skincare advert. The advert simply
consists of a group of older women talking about how good and effective this
product is. In this advert they didn’t seem to use any experts or celebrities,
just normal people, this can be effective as the audience can relate to these
people and are more likely to believe what is said. The next form is called
series which companies create various adverts that are connected through the
use of a storyline; this means that each advert that is released will follow
the narrative of the earlier advert. This can engage the audience because
towards the end of each advert is an unfinished story which can intrigue the
audience wanting them to see next advert. An example of this is shown is in the
compare the meerkat advert. The narrative consists of 2 meerkats Olov and his
associate Sergei, through the series more characters are added as well as new
scenarios for the characters to act out as they promote their company and its
services. The fact that each advert is different but is connected by the main
characters of the advert it allows the audience to be able to follow along with
the storyline without making it too boring which in a way would be fairly
interesting to the viewer. Documentary forms of adverts are used to suggest
that ‘real people’ use this product because they are ‘ordinary people’ the
audience can relate to it, this is also used to establish trust between the
audience and the people in the adverts as documentaries ‘tell the truth’. They
may also involve celebrities and experts of the product instead.  An example of this type of advert is from the
Domino’s pizza turn around, which talks about how Dominos were faced with
issues about customers not liking their product and, so they went on to fix it.
This gives the audience a good insight on Domino’s and how they were able to
face their own problems and overcome it, this shows the companies willingness
and dedication to make their product the best in order to satisfy their target
audience making the advert all the more effective. The last form of advertisement
is called stand-alone adverts, referring to the promotion of a product,
however, that advert doesn’t link with any existing adverts, service, product
or brand. Companies would usually make that one advert which will be
continuously broadcasted for as long as the company wants. An example of an
advert is made by Cravendale, the narrative is about cats with thumbs wanting
to steal Cravendale’s milk. The advert has no link to any other service or
product and also doesn’t include any specific holiday or season, this means
that the company is able to air this advert when they want to and as many times
as they want.


Forms of advertising are used very
differently depending on the target audience and the product in which they are
trying to promote. One of which is a form called realist which consists of
everyday event and occurrences; this may also include concerns of society
around the world. These types of adverts are created to seem relatable to their
target audience and try to persuade them to use their product or service. One
example that shows this in their advert is a Portuguese anti-racism advert
honouring the 50th anniversary of the Universal Declaration of Rights. A woman
who gets offended about having to sit next to a black man on a plane and
demands to be moved to another seat. The flight attendant fixes the problem as
she is able to find a first-class seat that is available and apologises for ‘a
passenger having to travel beside such a despicable person’ as she directs the
black man to the first-class seat. At the end of the advert captions come up
saying ‘Put racism in the right place’, this advert is informative as It’s not
exactly trying to promote a product nor a service. Its simply trying to make
people more aware of the fact that racism still exits.  Another form of advertising is called
anti-realist, which are based on unrealistic concepts such as alien and
vampires. These types of adverts are usually created through the use of
animation and visual effects; this is can be due to the fact that certain
elements that need to be shown in the adverts cannot be done in real life.
These types of adverts are used to attract a certain type of audience in to
buying their products or using their services. An example of this is called the
NYC Breaking News Commercial by Candy Crush Soda Saga. The advert shows a
collection of sweets from the game candy crush raining down on the streets of
New York, people working around with sweets as their heads as well as getting
splashed by what seems to be soda as someone swipes objects together that are
the same colour. This is seen as an anti-realist advert as you don’t see people
walking around with sweets on their heads; the narrative is quite creative as
this kind of advert cannot necessarily be done in real life. Animation is
another form of adverts which are digitally created and is commonly used today.
Animation can be considered as the better option as storylines that are created
can be quite difficult to do in real life, using animation adverts can be done
exactly how they want them to be like. This is clear in an advert I have found
which is the 2016 Christmas advert created by Aldi which is about Kevin the
carrot wanting to meet Santa for the first time, and believes the can happen if
he is next to a mince pie on the other side of the room, however to do this he
must get through a whole table of Christmas themed dishes. The narrative is
creative and can only be done digitally; this advert can be entertaining
especially for children.


The aim of this
report is to discuss the structures and techniques of television adverts. I
will specifically be commenting on the each of the forms and styles whilst also
included examples of TV adverts that use this structure. I will also be
discussing specific codes and conventions of an advert of my choosing. Lastly,
this report will include different techniques of the advert, this will include.