of someone saying, ‘Contactless technologyfrom Barclaycard making payment simpler’ this highlight and proves what theyare promoting as well as the company it is under which makes the audienceleaves with not questions on the purpose of the video. Straight after the mansays, ‘can someone get me a towel’ can be seen and senses of humour. Dependingon the type of music that is played, it was help set up the type of mood thecreator wants the audience to feel. After 3 seconds of the video, the musicstarts to play, the tempo is high and upbeat making the atmosphere morepositive and letting the audience know that the advert is fun and cheerful. Theshots and the music flow well together.
What I have noticed about this is thatonce he taps the card to pay the volume of the music decreases a bit thisemphasising the beeping sound of the contactless card. When the make was in thelibrary he stops moving on the slide thus the music also stops, the fact thathe was also in the library also make the situation more humorous. Once he isable to stop moving again the music also starts to play. Computer Graphics areused to show the company’s logo as well as any images that may be needed. Thereis a paned shot going upwards from the house into the sky where the Barclaycardlogo appears. When the audience sees something that is associated with thisadvert, such as a water slide, for example, they will think of Barclays and itslogo. 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 thenorm, which makes the advert slightly more entertaining and memorable. There slashing sounds in the waterslide isalso emphasised over the music which creates the atmosphere and makes theaudience 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 againcan create a much better experience for the audience. At the end of the video,there is also some dialogue Sounds in anadvert can help create the atmosphere for the audience without it; the audiencemay find it hard to understand something is there or the relevance of it. Inthe first 3 seconds of the video, we heard the natural sounds of employees athis workplace; the volume of sound is low. We also hear the ‘beep’ sound that’sheard is louder and the volume of music will dim’s down as well when ithappens, 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 reachedthe library and got somewhat stuck on the slide whilst trying to get himself tomove you hear ‘squeaking’ sounds. The lighting throughout the whole video wasall natural.
In the beginning of the video when the man was in his office thecolour was a bit dull and consisted of low contrasting colours. When he goesoutside on the slide, colours become much more vibrant and brighter (evidenceof high key lighting) as well as higher contrasting colours. There is also aconstant shifting between light and dark when there are shots of the outside ofthe side and the inside. The pace of the video is fast but notextremely. The music is synced really well with each of the shots when themusic slows down or starts to decrease the length of the shot increase and thenumber of cuts decrease. Barclay card.
The shots within an advertcan say a lot about the feeling and the message in which the company want toportray to the audience. Close up shots of the man’s reaction whilst on theslide tells the audience that he is very relaxed and carefree this is also clearfrom his body language. There are also close up shots of a man paying with hisBarclays card, giving the audience an idea of what the advert is trying topromote.
Long shots of the water slide can emphasise on how large and complexthe 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 ofwater slide as well as giving us a birds eye view of the city.), but it willmake the customers experience mush easier (as seen from how relaxed the man asin the slide), there were also mid shots of other people along with the sceneswhen he was in the library, train station and food store. POV shots were alsoseen of him on the slide when he sees the view of the city in the beginning ofthe video and him inside the slide. This is so the audience can feel more apart 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 ofshot that is still they decided to make each of the shots slightly differentthan the rest and making it work smoothly together when it put together. Thereis also a constant shift between what’s going on inside the slide and theoutside, 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 thecompany is trying to portray these are called iconography.
The water slideitself can show that owning a Barclays card can make payment smooth and simpleit’s practically effortless like the man on the water slide. Another possiblerepresentation is when the man taking off his work clothes, it can be thestress he may have had to endure whilst working, taking off his working clothesmay resemble him taking off his stress. For example,created by Barclay’s card, the water slide advert which is about a man whocompletes work and changes into swim shorts. He then goes into a cabinet wherehe finds a waterslide that takes him on him all the way home, passing shopswhere he is able to pay using his contactless Codes andconventions are both essential tools when it comes to media. The term Codesrefer to elements which can create some sort of symbolism within the mediaproduct. The term conventions are seen as anything to do with content, style,or form. thus making itmuch more memorable.
This advert to support this is from a John Lewis advertwhich includes the latest hits throughout the ages, the music is used to linkup the different shots from different periods of time until the advert ends atthe present day. This is a nostalgic type of advert as it includes footage fromthe past and is cleverly put together through the music that was popular at thetime. The advert does have a humorous aspect toit which also makes the advert more memorable. Nostalgic, another style of TVadvert can include elements from the past (such as the memorable parts ofhistory like the World War). Being able to link a product or service to one ofthe most important events in British history, for example, can have a muchgreater impact on the audience behalf of theboy’s father who was unable to attend or even plan the dinner as he washospitalised due to cancer. This is quite a heart-breaking story; however, theadvert does use shock tactics as the viewers only find out that this is a sad adverttowards the end. What makes the advert even more distressing knew that this wasbased 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 isre-created to make fun of or even mock the original focus of the advert.
Thiscan be useful as audiences can feel clever once they have figured out theparody which means that they have thought about the advert a lot and willremember it. This is evident in an advert created by Specsavers who created aparody of the Barclay Card waterslide advert. The beginning of the advert wasthe same as the Barclay advert, but when the man goes in the water slide heends 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 themeerkat advert 78 which takes the location and the majority of the narrativefrom the movie Kingsman, this gives the audience something to relate toespecially those who and seen the movie and can recognise it again making theaudience remember it more. Styles of a TVadvert depend on the type of product, service or branding the company wants topromote. One type of style is humour, which sticks to the mind, allowing theaudience to remember that advert because it is funny. An example to supportthis is called first date ft. Kevin Heart created by Hyundai.
This advert isabout a father who sends his daughter out on her first date and urges herboyfriend to take his car. However, the car has a tracker inside it in whichthe father is able to follow them using his apple watch, throughout the wholedate the father sneakily tells the boyfriend to not #touch her daughter. This advert is fairlyhumous to others which mean that it will stick to the mind for a while andpeople will remember it. Another style of advertising is surreal which is a type of advert that differs fromthe norm; this means that it is not what audiences would usually see. When theaudience first sees the advert they could be unsure of what the company istrying to promote.
An example of this is from Ikea,called there’s no bed like home. In this advert starts off with a woman fallingon rows of beds creating stairs in the sky above the clouds then finallyfalling down on her own bed. At the beginning of the video we are unsure aboutwhat the advert was trying to promote until it was said at the end, the advertitself was also fairly surreal and dreamlike, it was completely out of thenorm. Dramatic is also a style of TV advert’s plays of the audience empathy andcan make the audience feel really bad. Shock tactics can also be included whichcan bring out the ‘softer side’ of an audience making them feel sorry or bad for a person in theadvert. An example of this is a Filipino advert called Valentine Series: Datecreated by a fast food company known as Jollibee. This features a little boywho plans a valentine’s day dinner for his mother, at the end we find out thatall of this was done on Our next form of advertisement is calledtalking heads, which is a type of advert people use to directly communicatewith their audience.
These advertisements are usually made with close up shotsas the audience is able to see the models (models would usually be celebritiesor experts within the product or service they are trying to promote) emotionsand expression, this helps engage the audience. An example that shows this typeof form is an advert from No7 anti ages skincare advert. The advert simplyconsists of a group of older women talking about how good and effective thisproduct 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 thesepeople and are more likely to believe what is said. The next form is calledseries which companies create various adverts that are connected through theuse of a storyline; this means that each advert that is released will followthe narrative of the earlier advert. This can engage the audience becausetowards the end of each advert is an unfinished story which can intrigue theaudience wanting them to see next advert. An example of this is shown is in thecompare the meerkat advert.
The narrative consists of 2 meerkats Olov and hisassociate Sergei, through the series more characters are added as well as newscenarios for the characters to act out as they promote their company and itsservices. The fact that each advert is different but is connected by the maincharacters of the advert it allows the audience to be able to follow along withthe storyline without making it too boring which in a way would be fairlyinteresting to the viewer. Documentary forms of adverts are used to suggestthat ‘real people’ use this product because they are ‘ordinary people’ theaudience can relate to it, this is also used to establish trust between theaudience and the people in the adverts as documentaries ‘tell the truth’. Theymay also involve celebrities and experts of the product instead. An example of this type of advert is from theDomino’s pizza turn around, which talks about how Dominos were faced withissues 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 toface their own problems and overcome it, this shows the companies willingnessand dedication to make their product the best in order to satisfy their targetaudience making the advert all the more effective. The last form of advertisementis called stand-alone adverts, referring to the promotion of a product,however, that advert doesn’t link with any existing adverts, service, productor brand. Companies would usually make that one advert which will becontinuously broadcasted for as long as the company wants.
An example of anadvert is made by Cravendale, the narrative is about cats with thumbs wantingto steal Cravendale’s milk. The advert has no link to any other service orproduct and also doesn’t include any specific holiday or season, this meansthat the company is able to air this advert when they want to and as many timesas they want. Forms of advertising are used verydifferently depending on the target audience and the product in which they aretrying to promote. One of which is a form called realist which consists ofeveryday event and occurrences; this may also include concerns of societyaround the world. These types of adverts are created to seem relatable to theirtarget audience and try to persuade them to use their product or service. Oneexample that shows this in their advert is a Portuguese anti-racism adverthonouring the 50th anniversary of the Universal Declaration of Rights. A womanwho gets offended about having to sit next to a black man on a plane anddemands to be moved to another seat. The flight attendant fixes the problem asshe is able to find a first-class seat that is available and apologises for ‘apassenger having to travel beside such a despicable person’ as she directs theblack man to the first-class seat.
At the end of the advert captions come upsaying ‘Put racism in the right place’, this advert is informative as It’s notexactly trying to promote a product nor a service. Its simply trying to makepeople more aware of the fact that racism still exits. Another form of advertising is calledanti-realist, which are based on unrealistic concepts such as alien andvampires. These types of adverts are usually created through the use ofanimation and visual effects; this is can be due to the fact that certainelements 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 tobuying their products or using their services. An example of this is called theNYC Breaking News Commercial by Candy Crush Soda Saga. The advert shows acollection of sweets from the game candy crush raining down on the streets ofNew York, people working around with sweets as their heads as well as gettingsplashed by what seems to be soda as someone swipes objects together that arethe same colour. This is seen as an anti-realist advert as you don’t see peoplewalking around with sweets on their heads; the narrative is quite creative asthis kind of advert cannot necessarily be done in real life.
Animation isanother form of adverts which are digitally created and is commonly used today.Animation can be considered as the better option as storylines that are createdcan be quite difficult to do in real life, using animation adverts can be doneexactly how they want them to be like. This is clear in an advert I have foundwhich is the 2016 Christmas advert created by Aldi which is about Kevin thecarrot wanting to meet Santa for the first time, and believes the can happen ifhe is next to a mince pie on the other side of the room, however to do this hemust get through a whole table of Christmas themed dishes. The narrative iscreative and can only be done digitally; this advert can be entertainingespecially for children. The aim of thisreport is to discuss the structures and techniques of television adverts. Iwill specifically be commenting on the each of the forms and styles whilst alsoincluded examples of TV adverts that use this structure. I will also bediscussing specific codes and conventions of an advert of my choosing.
Lastly,this report will include different techniques of the advert, this will include.