Report on structures of TV advertisement (Codes and conventions in TV

Part one - Codes and conventions in Television advertising

Camera angle and shot

The camera angles in this video are mainly straight on as the advert is meant to be completely made of play doh and moving the camera could possibly ruin the authenticity of the fake play doh world. The camera is normally at  a long shot as this can show everyone what is happening in the video and not hide anything from them.

Iconography
The advert it's self is quite iconic as the idea of a play doh/clay world was not really done before, as an advert, this made the video stand out as all the change for life adverts use the same idea as a way to keep kids interested as the video is quite bright and doesn't show anything too scary for children.

Editing

The editing is quite fast, there are no fancy transitions. This is because having transitions would take the audience out of the idea that this is real and make them not want to remember that advert.

Lighting
The lighting seems to be faked as the play doh is able to be seen without the lighting changing to ruin the shot.There a bit of fake lighting at 0:27 where as the human hand gives a thumbs up there seems to be light around it as if it was trying to get in.

Sound
The main sounds are the voice over which plays throughout, a couple of sound effects like chewing and swallowing and the odd gasp.

Music
There wasn't much music to begin with but at 0:27 some type of basic song was playing in the background to show the audience that it can be happy even though this advert seemed to be a bit depressing as an idea.

Computer graphics

The whole video seems to be completely computer generated as a fake clay,play doh type advert, with over cartoony good to go with the advert. even starting from the beginning of the video. The advert drops the fake clay style at 0:10 for a stop animation idea mixing in the fake clay as well in that section.

Special effects (SFX)

The special effects used were the fake play doh design through out the video.

Camera angle and shot

The camera angle is straight on to make sure that the shot looks normal and good. The shot is a long shot as everything important is in shot being fingers playing the song and the Ipad and Ipad mini.

Iconography

The advert has the Ipad, and the new ipad mini as its iconography as the Ipad is known by everyone, and that can show the differences between them as well as showing what they both can do. The last bit of iconography is at 0:28 where the name of the iPad mini was revealed along with the Apple logo which

Editing
The editing is simple with this advert, there really isn't much on it as the advert is quite simple. Apart from the 0:27 where the advert switches to a graphic of the iPad mini name and the Apple logo.

Lighting
The lighting is completely natural as there isn't any extra lights added. This is because when using tablets extra light messes up the way the screen of the tablet and ends up shining into the camera and ruining the shot.

Sound
The only sound was the song heart and soul being played using the Ipads.

Music
The music is the song, heart and soul being played on the piano.

Computer graphics
At 0:27 the grraphics iPad mini and the apple logo appear and thats about it.

Special effects (SFX)
 There were no special effects in this video.

Style and Form

Humourous
https://www.youtube.com/watch?v=YQ643U7ccpM

This advert is humourous as it uses the idea of a man walking down the road in high heals as a bit crazy and something most people would not do, because of this it makes the audience feel both a bit unsettling and funny together which leads to the video being spread by both word of mouth and having the man look very serious though out the video makes it seem more funny to the audience.

Surreal

https://www.youtube.com/watch?v=1CRKwxBXZ70

This advert is surreal as the advert has really nothing to do with insurance and mainly is focused on the idea that these animals are in Africa, and is trying to continue the story about the Meerkats. This can impact the audience by showing them a bit of surrealism by them watching an advert on Meerkats.

Dramatic

https://www.youtube.com/watch?v=99pQ0KJfdoE
This advert is dramatic as it follows a serious nature. It is not funny and does not attempt to make a joke. Using this style of video, they can show the viewers what is really happening in Africa. The video also uses emotions to help make it more dramatic as at 0:07 the child is even stated to be only 19 months old.

Parodic

https://www.youtube.com/watch?v=YVhUKuRzRMM
This advert parodies the idea of the ice bucket challenge which was quite big at the time and had almost everyone doing it and seeing this as a benefit, they took the chance to film a fake ice bucket challenge, this also can also ride the train of ice bucket challenges as no one expected BRIAN to do it so because of this, more people wanted to do it and this also caused the video to be spread more via word of mouth.

Realist
https://www.youtube.com/watch?v=dSVcZSbqTk
This advert is realist as it is meant to be about a normal family who are just eating a normal dinner and almost having fun while eating their meal. The idea of having this 'Perfect,' family really is pushed in this advert which can cause parents who don't have this to aspire for this with their family.

Anti-Realist
https://www.youtube.com/watch?v=qIVDxL2lgN4
This advert is anti- Realist and the reason is because it is real fake, mainly at sections 0:36 where Rowan Sebastian Atkinson slides down a slope on a roof and land on the next roof, but that would most likely never happen since the way he flew across comes off as being fake. also while landing if the roof broke because of him landing on it, the roof would have most likely caved in and the rest of the ninjas would have fallen in with him. And later at 0:47 after eating a snickers bar, Rowan turned to into a real ninja and jumped out, which would surely not happen. This can while be entertaining for the viewers, it can take them out of this idea this advert is set in the real world.

Animation
https://www.youtube.com/watch?v=mwxreVgkPXU
This advert is animation as it is completely animated and through out the advert almost everything seen is animated clay. This is done in the advert so that it can be seen as less scary for younger viewers to watch as this clay animation does not seen scary at all.

Documentary
https://www.youtube.com/watch?v=B-3sVWOxuXc
This advert is styled like a documentary as follows the conventions of a documentary. It follows one character and has a voice over to represent the character on screen. This advert talks about life and how its in your hands. This advert can impact the viewers as it can remind them that life is in their own hands.

Talking heads
https://www.youtube.com/watch?v=c17c4NbJLwc
This advert is a talking heads advert which is an advert in which everyone in the advert is seen as a mid shot only. Apart from the first few seconds in the advert everything else follows the talking heads conventions. Using this method can focus the audience and make them see only what the person is saying and nothing else.

Stand alone
https://www.youtube.com/watch?v=_ve4M4UsJQo

This advert is a stand alone advert, this advert has no following adverts after it and is just left alone to be a one episode advert with no series to follow it.This can impact the audience as they can watch the advert and enjoy the video's idea of a domino effect on random parts of a car building to the finale in which the car locks and the boot shuts itself using the car keys.

Series
https://www.youtube.com/watch?v=kSB1IwlAoRk
This advert is a series advert which is where the advert follows a normal show's approach towards it, having episode be linked together and making the viewers enjoy the characters they create. The impact that this has on the audience is that they start to look out for the next mini episode of the advert and care for the characters and end up wanting to watch more/all of them.

Unit 3 - Characteristics of advertising

Benefits offered

This adverts shows the benefits of having haribos which are that they make you feel younger when you eat them as the advert shows these 'Grown ups,' acting like children and speaking like children.Later in the video, they almost show off combos together such as the bear with the ring around it or the eggs and this causes the audience to want to try these combos as they seem really nice together. The only graphic in the advert is the haribos bear at the end, this can be good as this can be quite simple and isn't over the top. The dialogue is quite simple as well as through out the advert its based on as if these group ups are children and speak like children, having very simple short conversations about the haribos and why they like each one, For example at quite a lot of the scenes including at 0:02 where she asks the others what they think of the sweet. The situation in which this advert is trying to create is that they are conversating about sweets and are trying to again recreate past conversations that the viewers might have had with others about sweets.

Advantages over other similar products

Haribo's bear 

The advantage over products over, trough this advert is almost saying that eating these sweets will make you feel young, as through out the advert these adults are speaking as if they were all 5 years old. haribos creates a brand identity that people can see and know its the same sweet, no matter what they see, as long as the bear is there they know haribos made it and its bound to taste nice. The sweet also has the advantage over a sweet like skittles as they allow the buyer to select 3 different sets of packet sizes at mainstream shops including a 10p version with a few chose sweets, a bigger version that is sold either at 89p or £1 depending on what shop they are brought at and a big packet that is either £1 or £1.20 at certain shops that has the most amount. They also offer certain sweets in a big packet that is really useful as they can be the buyer's favourite sweet and having a bunch of them in a packet can be really important to them, and while some sweets offer the same deal, there are sweets like skittles and smarties but yet they do not offer a certain colour in their case sweet pack as that would cost more to make a certain packet just with only one colour.
Lastly haribos are a set price which isn't shown in the advert but is known to have the same price at most retailers.

Usp

The product's unique selling point is that they are meant to be nice and portable and enjoyable by everyone. This can create a fan-base that anyone can join into. The sweet comes of as being nice as during the adverts the adults go on about questionable the best sweets; the ring, the gummy bears,the heart and the eggs. Having theses being talked about during the advert makes people want to buy the sweets so that they can experience the same tastes over again. The aspect of being portable, is not really used in the advert but it is somewhat there as the woman at the beginning just pulls the sweets out in the new smaller packet, it makes people think that they might want a packet to keep in their pocket/bag etc, so that they can eat them on the go. The way that the sweet can be seen as enjoyable by everyone, is that simply the advert, as it features adults eat sweets, which sends a message to their viewers telling them that theses sweets can be eaten and enjoyed by anyone.

Lifestyle appeal

Just some of the different haribos sweets they offer

The Lifestyle appeal that haribos try to is the important people who are normally in the office, and parents. The way that the advert would appeal to important people as through out the avert the cast is in what is meant to be an interview room having a focus group, and while that fits in well with design of meaning to take a serious approach at first but then switching to humor approach later on. The other way that this advert can appeal to a different lifestyle is parents, as they can see this product at almost every shop and can then just pick one up and give it to their child and they can not only eat the different sweets to see which one they like most but there is different versions of the haribo sweet sold at the same price, that can allow parents to be able to pick up this sweet for their child and the child to be able to choose which one he or she wants. This can also allow children to be able to select their favourite one and then see if they offer that certain sweet in a packet by it's self.

Brand identity

The brand is made to look really nice, as though these are kid's voices, its still adults, and thought there is no clear showing that the sweet is really for kids, adults know as not many adults would buy that sweet for themselves.



Benefits offered

This advert shows that the benefits of having this chocolate bar is that it's better for kids, as it has more milk and less chocolate, which is stated at 0:22. The products pretty much says that its good for kids and because of that both kids and parents should be able to get something out of it. The child gets some vitamin D from the milk, and it enjoyable, and the parents will know its OK for the child to have them as its is 'Approved,' by mums.

Advantages over other similar products
The advantage over other sweets is that this sweet offers parents to have the choice to choose the 'healthy,' option which is always a good choice parents and that fact that it says that its approved by mums makes it seem even better as it can be seen as any other mother saying that its OK even though it might not be. The product also can be broken up into pieces of the same size to share among child/ren and this can both save money for the buyer and allow them to be able to stop the unfair sharing issue.

USP
The Unique selling point is that the product can be seen as better than others and can show that the parent who brought them care about the child more as they went out of their way to pick up healthier treats for their child/ren. The advert shows this by stating that chocolate bar is 'specially invented for kids,' which is at, 0:21 this can show parents that the chocolate bar had time spent on it to make it better than other ones. The USP can also be the fact that this product can snapped into pieces to share with children or be offered to someone piece by piece which can almost become an award to children for behaving during day trips or events.

Lifestyle appeal
 The lifestyle appeal for parents who take their child/ren a lot of places as this chocolate seems like its quite small and can be put in a handbag or bag to be left for later and seems like it can be broken into pieces to fill up the child more and so that the chocolate bar can be split up to be shared out to everyone for to be given as treat if the child is behaving at the time.
The lifestyle can also be for adults, but this is quite a small percentage, this chocolate bar can be enjoyed by young adults who enjoy the taste of milk and chocolate but are quite busy as this chocolate bar can be put into a small area such as a pocket or a bag and kept for later. This plays into product's USP as it can be also broken into pieces to make the product last a bit longer.

Brand Identity

The brand identity through this advert is; Creative, healthy and inventive.
The brand comes off as being creative as they are able to create a portable chocolate bar that can be broken to share among children so that they can all have a piece each. Its healthy as its better for the buyer than other products like twix and wispa. It is also shown as being inventive as they can be seen as the better option for parents to buy their child/ren as buying anything else would be the unhealthy option.

Unit 3 - Research methods and techniques

Adverts