There are many forms of advertising; these include: Animation, series, standalone, talking heads, realist narrative, documentary, and non-realist.
Animation
The benefits of using animation include that the limits of what can be done, in terms of movement, are almost non-existent with the only boundary being the technology of the time. Another benefit is the memorability that comes from an animated advert e.g. The Weetabix is up and about , singing and dancing.
The Drawbacks to using animation are; the time it takes to animate a complex advert can be over several weeks, they can be too unreal that the company takes it too far and doesn't work as an advert but a turn off, or come over a bit forceful like at the end of the Weetabix advert.
Stand Alone
The benefits of using a stand alone advert include; that the advert doesn't have to memorable over a long time, only until the product is bought, like the above advert, the only time the word 'Lexus' is used is right at the end, for a brief moment. Another benefit is that you don't have the restriction that apply to other forms of advertising like series based, where an action may have later repercussions.
the downsides to using a stand alone is that people may not remember the product they just saw an advert for, and cost so much to make only to not make enough profit off the advert.
Series
The benefits of using a series are the memorability from using lovable characters, like the meerkats, and how they develope over time.
A drawback of using a series based advert is that the audience may become bored of it after a while, if alittle annoyed (gocompare.com)
Documentary
A benefit of using a documentary based advert is that it grabs your audiences attention and feeding them information from a supposedly trusted source. for example; The dentist in the advert above expects us to trust his opinion, just because he 'appears' to be a specialist.
A drawback of using this form is that the information can become a bit tedious if too complex, losing an audiences attention and therefore sales, or they make up the information to sell the product.
Text Based
The advantage of using textbased adverts is the viewer has to actually read what information is written to understand what the advert is trying to sell.
the disadvantage of using them is that the words may move to quick for some people to read in time, or are not suited to people who have difficulties reading.
Talking heads
Advantages of a talking head are; they get the message across without any distractions, the information is generally clear and logical, and it saves a lot of money, and time doing and organising an eccentric advert thats unneccesary.
A disadvantage of these is they can become long, tedios and lathargic if used incorrectly.
Realistic Narrative
Using a Realistic Narrative can be beneficial as people can generally relate to the problems shown in the advert, like above, everyone has suffered with bad breath at some point, so the gum stops this.
the disadvantages of using this form is that they can be over done and become a bit unrealistic, e.g. the little things following the guy around in the 'EXTRA' advert.
Non-realistic Narrative
The Advantages of using this is you can make any problem a bit more of a problem by making it worse than it could get in reality, and therefore open this form to other types of products. e.g. the babies with roller skates advertising water.
The disadvantages of these are they can come across as too un-realstic to even exist and then the product loses all meaning, for example; cadbury's using the gorilla playing drums to advertise chocolate.
Friday, 23 November 2012
T2 Styles of Advertising
Styles of Advertising
This advert is humourous because it confuses the child and the audience feel amazed themselves by the new feature on the VW being shown by the advert. Its memorable as it has reference to one of the most loved sagas on the planet. And the style fits the product its trying to sell because no one wants to by a car if theres nothing fun about it, one little feature thats unique to that company and for this the device was successful as the car sold and the advert did its job.
Series
The series I have chosen is the meerkats of 'CompareTheMarket.com', and the device makes them loveable and memorable, so that the audience wants to go to the site for car insurance/compare meerkats, the use of a series makes the product memorable as it sticks with you with every new 'episode' that appears on screens. The device is appropriate for the service because it makes looking for car insurance, a boring thing to do, more enjoyable, and the device is successful as the company has now branched out away from car insurance into other types of insurance and have started giving away toys if you use their services.
Scary/Shocking
The style makes the audience, who smoke, react in a good way, by wanting them to stop smoking because they may be puttung themselves as well as others at risk by smoking, and makes them feel negatively towards smoking in general. The style used makes the advert memorable by leaving the image of the child surroune by a room of smoke and how that must be affecting him/her, and in this respect i think that the advert has been successful as it stops people smoking around others.
Dramatic
Dramatisation works as a style of advertising by making the audience wait in suspense for the advert to end so they can relax agian. The advert is memorable because its an advert for the last harry potter films, supposedly one the worlds most loved wizardy series. and the evice is successful because the drama from the trailer makes viewes want to go see it.
Parody and Intertextuality
Creating a parody of another advert automatically makes it an intertextuality advert as it makes a reference to something else in a different context and then procedes to mock it. The audience react by laughing at the advert and generally finding it funny to watch, making a memorable moment when online or watching TV. The style is appropriate to sell the product, as it brings some fun into the very unfun matter of going to the optition, and in that way its successful as it bringsin more customers to specsavers.
Sex Appeal and Celebrity
Sex appeal and celebrity can go hand in hand, for example, most hair cair products use celebrities that are seen as desirable in the public eye to advertsie their products. An audience watching the above advert would go away thinking that if they use this product then they will be more atractive because of the person using the product. The advert isnt really memorable as there are hundreds of ths type of advert from the same company, however, the style still fits the product and is appropriate for the style. and the advert is successful as the company still makes money off the product fdeatured in the advert.
Advertisers use a range of many different styles of advertising, which include:
- Humour
- Series
- Scary/shocking
- Dramatic
- Parody
- Sex Appeal
- Celebrity
- Intertextuality
Humour
This advert is humourous because it confuses the child and the audience feel amazed themselves by the new feature on the VW being shown by the advert. Its memorable as it has reference to one of the most loved sagas on the planet. And the style fits the product its trying to sell because no one wants to by a car if theres nothing fun about it, one little feature thats unique to that company and for this the device was successful as the car sold and the advert did its job.
Series
The series I have chosen is the meerkats of 'CompareTheMarket.com', and the device makes them loveable and memorable, so that the audience wants to go to the site for car insurance/compare meerkats, the use of a series makes the product memorable as it sticks with you with every new 'episode' that appears on screens. The device is appropriate for the service because it makes looking for car insurance, a boring thing to do, more enjoyable, and the device is successful as the company has now branched out away from car insurance into other types of insurance and have started giving away toys if you use their services.
Scary/Shocking
The style makes the audience, who smoke, react in a good way, by wanting them to stop smoking because they may be puttung themselves as well as others at risk by smoking, and makes them feel negatively towards smoking in general. The style used makes the advert memorable by leaving the image of the child surroune by a room of smoke and how that must be affecting him/her, and in this respect i think that the advert has been successful as it stops people smoking around others.
Dramatic
Dramatisation works as a style of advertising by making the audience wait in suspense for the advert to end so they can relax agian. The advert is memorable because its an advert for the last harry potter films, supposedly one the worlds most loved wizardy series. and the evice is successful because the drama from the trailer makes viewes want to go see it.
Parody and Intertextuality
Creating a parody of another advert automatically makes it an intertextuality advert as it makes a reference to something else in a different context and then procedes to mock it. The audience react by laughing at the advert and generally finding it funny to watch, making a memorable moment when online or watching TV. The style is appropriate to sell the product, as it brings some fun into the very unfun matter of going to the optition, and in that way its successful as it bringsin more customers to specsavers.
Sex Appeal and Celebrity
Sex appeal and celebrity can go hand in hand, for example, most hair cair products use celebrities that are seen as desirable in the public eye to advertsie their products. An audience watching the above advert would go away thinking that if they use this product then they will be more atractive because of the person using the product. The advert isnt really memorable as there are hundreds of ths type of advert from the same company, however, the style still fits the product and is appropriate for the style. and the advert is successful as the company still makes money off the product fdeatured in the advert.
T3 Analysing a television advertisement in detail
John Lewis Never Knowing Undersold TV advert 2012
This blog post will analyse the advert for John Lewis department store, the advert takes the form of stand alone, and has the style of dramatic and plot driven. The advert is aimed at an audience of all ages because they've shown how even though fashion has changed, the shop has always kept up.
The advert provokes an emotional response because most people can relate to the couple and how their relationship develops. The advert creates brand identity because it tells the viewer that John Lewis has always tried to be at the top of their game and never slacked about giving the best to their customers.
The mis-en-scene(what's on screen)
The costumes have been adapted well for each time period, following the generalisation that was common for the people of the times. e.g. working in office/switchboard.
Many of the settings are viewed as being outside, using long/establishing shots, but the majority of them take place inside, e.g. their bedrooms, the cafe. The lighting used changes from period to period; in the old style its dimmer and more organic, using colours like brown and yellow. Whereas with the modern style its clearer and uses bright lighting.
Sound
The advert uses all non-diagetic sounds and we cant hear any of the sounds from within the world of the advert. We can only hear the music being played over the top.
T4 - Regulation
There are two main bodies that regulate advertising in the UK, they are; The ASA and OFCOM.
The ASA
The ASA
The ASA (Advertising Standard Authority) is an independent regulator of advertising across all media in the UK. They take it upon themselves to apply the advertising codes, written by the Committees of Advertising Practice, and to take action against the advertising that doesn't follow these codes, for example, featuring offensive, misleading or harmful advertisement.
The ASA deals with pretty much all types of advertising including;
OFCOM
OFCOM is another regulator of communication industries in the UK, they monitor the TV and radio, along with postal services, fixed line telecoms, and mobiles. They make sure people get the best communication services protection from scammers, while allowing companies to excel. However, they are not responsible for; disputes between you and your provider, organising premium-rate services, the content of television and radio adverts, BBC accuracy complaints, a BBC licence fee.
They respond to complaints by asking the Broadcaster for a copy of the programme in question, they then analyse it to see if it follows/breaches the broadcasting code. Ofcom demand a response from the broadcaster to the complaint, and upon this response, they mark the complaint as 'Upheld/Not upheld/resolved.
Codes of TV Broadcasting
The code is produced by Ofcom and was last updated on 28 February 2011. The code consists of 10 sections and 4 appendix's:
Sections
Protecting the under-eighteens
Harm and offence
Crime
Religious
Due impartiality and due accuracy and undue prominence of views and opinions
Elections and referendums
Fairness
Privacy
Commercial references in television programming
Commercial communications in radio programming.
appendix
Extracts from relevant UK legislation
Extracts from the EU audiovisual media services directive (directive 2010/13/EU)
European convention on human rights articles 8, 9, 10, and 14
Financial promotions and investment recommendations
More details and specifics about individual guidelines can be viewed at:
http://stakeholders.ofcom.org.uk/broadcasting/broadcast-codes/broadcast-code/
The ASA deals with pretty much all types of advertising including;
- Adverts in magazines/newspapers.
- Radio/TV/cinema commercials.
- Television shopping channels.
- Online adverts, i.e. Banner or display ads, sponsored or paid-for search, external marketing on a companies website and other space they have control over like social networking sites - Twitter and Facebook.
- Adverts sent through e-mail and text messages, door drops - no name (junk mail) and Direct mail - addressed to you personally.
- leaflets and brochures, posters, CDs, DVDs, video and fax.
- Sales promotion - special offers, prize draws, competitions.
OFCOM
OFCOM is another regulator of communication industries in the UK, they monitor the TV and radio, along with postal services, fixed line telecoms, and mobiles. They make sure people get the best communication services protection from scammers, while allowing companies to excel. However, they are not responsible for; disputes between you and your provider, organising premium-rate services, the content of television and radio adverts, BBC accuracy complaints, a BBC licence fee.
They respond to complaints by asking the Broadcaster for a copy of the programme in question, they then analyse it to see if it follows/breaches the broadcasting code. Ofcom demand a response from the broadcaster to the complaint, and upon this response, they mark the complaint as 'Upheld/Not upheld/resolved.
Codes of TV Broadcasting
The code is produced by Ofcom and was last updated on 28 February 2011. The code consists of 10 sections and 4 appendix's:
Sections
Protecting the under-eighteens
Harm and offence
Crime
Religious
Due impartiality and due accuracy and undue prominence of views and opinions
Elections and referendums
Fairness
Privacy
Commercial references in television programming
Commercial communications in radio programming.
appendix
Extracts from relevant UK legislation
Extracts from the EU audiovisual media services directive (directive 2010/13/EU)
European convention on human rights articles 8, 9, 10, and 14
Financial promotions and investment recommendations
More details and specifics about individual guidelines can be viewed at:
http://stakeholders.ofcom.org.uk/broadcasting/broadcast-codes/broadcast-code/
T5 - Methods of Research
It is important to conduct research before planning starts on a new advertising project as without it you may not have adequate information on which to make the advert effective at selling the product/service.
Some of the reasons you would take the time pre-planning include;
There are three main types of research that can be conducted;
Some of the reasons you would take the time pre-planning include;
- media production can be expensive so you want to make sure it will attract the right audience, and that the audience will react to it in the right way
- e.g. you want children to eat broccoli, so you don't show broccoli being the antagonist in a cartoon as this creates a negative image of the product.
- To ensure the product can be completed within the time allocated, and within a given budget.
There are three main types of research that can be conducted;
- Audience research - The who? Useful when you want to find out WHERE to advertise, as to achieve maximum sales of the product/service.
- Market research - The what? Helps to discover if the product/service you're trying to sell isn't already out there.
- Production research - The How? Required to stick to a budget, don't want to spend all the resources on 10 seconds of footage during a 2 minute advert.
- Who is the audience?
- Where do they live?
- What do they do for a living?
- What and when do they watch?
- What are they interested in?
- It is important to understand what products are already available to the public
- How to compete with the other companies offering the same/similar product?
- How aware are the audience of the media production?
- What are the attitudes towards the product/service?
- Directly relate to the production of the media product (advert in this case)
- Assess' the viability of the project
- Plan production logistics (staff/location/licenses/equipment)
- Primary - Original data collected by yourself.
Pros/Cons
- pro - trustable and reliable, you know where the information is coming from.
- con - takes up more time/money/resources to collect the data yourself
- Secondary - Data that's been collected by someone else, reusing old data
Pros/cons
- pro - cheaper, resource wise, to use already collected data
- con - potentially untrustworthy source.
- Quantitative - Statistics involving numbers/graphs/charts
Pros/cons
- pro - simple to understand/interpret, raw data
- con - only gives you numbers, not a more personal reaction e.g. why x-amount of people watched a program
- Qualitative - written, more personal, peoples feelings towards a product, generally from a questionnaire.
Pros/cons
- pro - gives reasons, help understand how the audience feels about a product
- con - excessive questionnaires can be aggravating after a while, sometimes too personal for the situation.
T6 - Audience Information
Many factors determine when and where adverts are broadcast on British television.
Three key factors are:
- The most suitable time of day.
- The most appropriate program to be shown during
- the cost of advertising during a program.
BARB - (Broadcasters Audience Research Board)
BARB is a 'not for profit' company that was started in 1981 and has since set the standard for providing the industry standard television audience measurement service for broadcasters and the advertising industry. It is owned by many channels e.g. BBC, ITV, Channel 4, Channel 5, BSkyB, and the IPA (Institute of Practitioners in Advertising)
The roles of the BARB include;
- providing information such as,
- the most watched channels and programs
- what time most people are watching
- the type of people who are viewing at any one time.
The type of information obtained by the BARB ^
Audience Measurement Panels/ Television Measurement Service
A television measurement service measures how many people are in an audience, and usually are individual households picked through a selection process. These are useful as it provides companies with statistics as to who is watching what program at what time.
- Pros
- Measured second-by-second, and delivered to the contractors minute-by-minute to give most accurate records of audiences within the UK.
- It measures data from all sectors of the UK in a widespread and unclustered selection system to have all round and fair measurements.
- Any household can be interviewed for the service, interviews are face-to-face in order to keep up to date with any population changes, and reflect the television owning population.
- Cons
- Only uses about 5,000 people to represent the whole television owning population.
- Should a panel home go on holiday, they will remain part of the daily reporting panel.
- Being part of the Panel requires the monitor to be a physical presence coupled with all household televisions.
You can find information from television ratings at BARB.co.uk, however the information isn't available, for free, in detail. The information requires a subscription fee and this allows for the user to obtain raw information straight from the panel homes.
This information is important as it allows a channel/advertiser to know what people are watching and where to make an advertisement, in order for it to be viewed by as many people as possible, and increase sales of the product/service.
Programme profiles/programme planner tool
The tool allows the user to search for programmes and plan your 'campaign'. They can filter the search by month, channel, genre, target audience. An advertising company may find these useful as it allows them to plan when to show an advert during a specific programme accordingly.
Audience classification
Standard Occupational Classification (Social Grade) - a common means by which job information is classified by the government in terms of their skill and skill context.
Psychographics - used in marketing purposes and uses demographic information to measure a populations attitudes, values, lifestyles, and opinions.
Geodemographics - groups people in a geographical area in terms of socioeconomic criteria.
Age - divides so they can see what age group enjoys viewing the content and they know who to aim at in the future.
Gender - divided so they can measure if a particular gender prefers different types of content, or whether or not they should aim a particular programme/advert to a certain gender.
Audience classification
Standard Occupational Classification (Social Grade) - a common means by which job information is classified by the government in terms of their skill and skill context.
Psychographics - used in marketing purposes and uses demographic information to measure a populations attitudes, values, lifestyles, and opinions.
Geodemographics - groups people in a geographical area in terms of socioeconomic criteria.
Age - divides so they can see what age group enjoys viewing the content and they know who to aim at in the future.
Gender - divided so they can measure if a particular gender prefers different types of content, or whether or not they should aim a particular programme/advert to a certain gender.
T7 - Sources of Information in Advertising
Sources of Information in Advertising
These are useful to clients and agencies in the advertising industry as they tell the advertiser how much certain times cost on certain channels. For example to have an advert halfway through x-factor would cost more than at 2am. There is also a change in the cost of different regions across the UK, as ITV London wold cost more than ITV South-West, despite the advert being on at the same time.
Television Ratings
These are useful for an advertiser as it allows them to know roughly how many people are watching at a particular time. This can be useful for advertisers so they know when to make the most use of their advert, reaching out to the largest audiences, and not wasting money advertising to the wrong audience.
Advertisers Information Pack
An Advertisers Information Pack makes data about how to plan an advert readily available for anyone wanting to advertise. They provide information such as the standards required to have an advert publicized, the limits an online, expandable advert can have (e.g. must have a clear close button, and a max file size).
Program Profile
A program profile allows the advertiser to find out all they need to know about a particular program, for example if Downton Abbey appeals to a more female, middle-class audience and as such would be more appealing to advertisers for products like hair products, tea, bathroom products, stores like marks and spencers and Waitrose. Whereas a program such as Top Gear on Dave would be more likely to advertise things like cars, insurance and razors.
Rate Cards
Television Ratings
These are useful for an advertiser as it allows them to know roughly how many people are watching at a particular time. This can be useful for advertisers so they know when to make the most use of their advert, reaching out to the largest audiences, and not wasting money advertising to the wrong audience.
Advertisers Information Pack
An Advertisers Information Pack makes data about how to plan an advert readily available for anyone wanting to advertise. They provide information such as the standards required to have an advert publicized, the limits an online, expandable advert can have (e.g. must have a clear close button, and a max file size). A program profile allows the advertiser to find out all they need to know about a particular program, for example if Downton Abbey appeals to a more female, middle-class audience and as such would be more appealing to advertisers for products like hair products, tea, bathroom products, stores like marks and spencers and Waitrose. Whereas a program such as Top Gear on Dave would be more likely to advertise things like cars, insurance and razors.
T8 - Bibliography
Task 1
http://www.youtube.com/watch?v=EV3E2SJ4B7U&feature=player_embedded
http://www.youtube.com/watch?v=-F5cDXCwXNU&feature=player_embedded
http://www.youtube.com/watch?v=ow9qNEIV2sw&feature=player_embedded
http://www.youtube.com/watch?v=VVHA_rKRgyg&feature=player_embedded
http://www.youtube.com/watch?feature=player_embedded&v=yFglimf-dUM
http://www.youtube.com/watch?feature=player_embedded&v=4vuZ-yRyYPE
http://www.youtube.com/watch?feature=player_embedded&v=z3xK4Xhh2n8&list=PL96CD835B34D486D0
http://www.youtube.com/watch?feature=player_embedded&v=Y-hhWUywXgU
Task 2
http://www.youtube.com/watch?feature=player_embedded&v=R55e-uHQna0
http://www.youtube.com/watch?feature=player_embedded&v=0xiC9GNNODE
http://www.youtube.com/watch?feature=player_embedded&v=PMBPB3vh34c
http://www.youtube.com/watch?feature=player_embedded&v=_EC2tmFVNNE
http://www.youtube.com/watch?feature=player_embedded&v=vfuLFBQTo4U
http://www.youtube.com/watch?feature=player_embedded&v=tVeUM4DgrTc
Task 3
http://www.youtube.com/watch?feature=player_embedded&v=8jiJShJfqmY
Task 4
http://www.asa.org.uk/
http://www.ofcom.org.uk/
http://stakeholders.ofcom.org.uk/broadcasting/broadcast-codes/broadcast-code/
Task 5
Task 6
http://www.barb.co.uk/
http://www.itvmedia.co.uk/advertise/programme-planner-tool
http://www.createhavoc.org/asmedia/AS_Media/Audience/Entries/2010/11/11_Audience_Classifications.html
Task 7
http://en.wikipedia.org/wiki/Rate_card
http://www.channel4sales.com/planning_and_buying/online_specs
http://www.youtube.com/watch?v=EV3E2SJ4B7U&feature=player_embedded
http://www.youtube.com/watch?v=-F5cDXCwXNU&feature=player_embedded
http://www.youtube.com/watch?v=ow9qNEIV2sw&feature=player_embedded
http://www.youtube.com/watch?v=VVHA_rKRgyg&feature=player_embedded
http://www.youtube.com/watch?feature=player_embedded&v=yFglimf-dUM
http://www.youtube.com/watch?feature=player_embedded&v=4vuZ-yRyYPE
http://www.youtube.com/watch?feature=player_embedded&v=z3xK4Xhh2n8&list=PL96CD835B34D486D0
http://www.youtube.com/watch?feature=player_embedded&v=Y-hhWUywXgU
Task 2
http://www.youtube.com/watch?feature=player_embedded&v=R55e-uHQna0
http://www.youtube.com/watch?feature=player_embedded&v=0xiC9GNNODE
http://www.youtube.com/watch?feature=player_embedded&v=PMBPB3vh34c
http://www.youtube.com/watch?feature=player_embedded&v=_EC2tmFVNNE
http://www.youtube.com/watch?feature=player_embedded&v=vfuLFBQTo4U
http://www.youtube.com/watch?feature=player_embedded&v=tVeUM4DgrTc
Task 3
http://www.youtube.com/watch?feature=player_embedded&v=8jiJShJfqmY
Task 4
http://www.asa.org.uk/
http://www.ofcom.org.uk/
http://stakeholders.ofcom.org.uk/broadcasting/broadcast-codes/broadcast-code/
Task 5
Task 6
http://www.barb.co.uk/
http://www.itvmedia.co.uk/advertise/programme-planner-tool
http://www.createhavoc.org/asmedia/AS_Media/Audience/Entries/2010/11/11_Audience_Classifications.html
Task 7
http://en.wikipedia.org/wiki/Rate_card
http://www.channel4sales.com/planning_and_buying/online_specs
Tuesday, 11 September 2012
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