Unit 30: Advertisement Production for Television

Introduction
The purpose of this report is to describe/ explain and comprehensively explain the structure of television advertisements and the techniques that are used. To describe these methods we have to back are showings with subject terminology and examples.

Form (include examples of TV Adverts)

2012 Hyundai Azera "Modern Life http://www.youtube.com/watch?v=9D6pb8RQc7Y

This advertisement made by Wes Anderson shows the narrative of a dad looking after the children. The advertisement shows the hecticness that is happening in the kitchen. As shown you can see the dad struggle to cook while his kids are playing around the house making things a mess. In his desperation of need he calls his wife to ask to help him. Through the conversation his wife seems rather relaxed. The husband asks when she will be home into which she replies, Im still stuck, its bumper to bumper at this point the camera then dollys to the left to show the car that she is in, is on the driveway of the household. A narrator then says, Did we make it a little, to comfortable The wife then shushes the child. The narrator then says the beautifully quite 2012 azera. The beautifully quite applying that its a lot quieter than a busy household with kids. This advert really shows a realistic narrative.

Style (include examples of TV Adverts)

John Lewis Christmas Advert 2011 http://www.youtube.com/watch?v=pSLOnR1s74o

This advertisement for john Lewis directed by Dougal Wilson tells the story of a young boy who counts down the days and hours until Christmas morning. Through this advertisement we see the impatient child gaze through his window and stare at his clock all day trying to make it speed up. The advertisement is very dramatic which makes watching this very interesting; it hooks you by the mouth and drags you in to it. The advertisement got a lot of praise due to this. Using a dramatic affect in an advertisement gets the audiences attention and makes you feel involved. Adding a dramatic and involving advertisements makes the consumer want to buy the product as they get attached to, this creates an impact for the consumer.

Codes and conventions (include examples of TV Adverts)

Stella Artois "C'est Cidre, Not Cider" http://www.youtube.com/watch?v=lAza2HkiS3s

This advertisement directed by Johan Renck shows the dramatic yet interesting style of a 60s film. The style of the film is shown by the 60s studio look the smooth soundtrack that plays softly in the background and the audio defect that occurs when the actor/TV presenter talks. The iconography of this advertisement; Studio set Soft soundtrack Bright lighting 60s equipment Jump shots Quick pace

Iconography, Sound, Music

Mise-en-scene (include examples of TV Adverts)

From this advertisement you can link the codes and conventions with miseen-scene. The Stella Artois advertisement is set in a 60s studio. The location of where is it, (France) can be told be the following shots that happen on this advertisement. The props mainly used in this advertisement can explain the time that the advert is set in, i.e. 1960s. Other codes and conventions that give this miseen-scene away is the strong lighting.

The lighting is one of the most important looks of the advertisement. Lighting on both the main two actors makes the consumer focus on them more than anything else. Looking at the image above you can see that the actors have to main lights focused on them with also the product of the advertisement having its own light as well. Creating a mise-en-scene that suites the product will help will sales. For instance here the advert shows how the cider is made with a quirky style that makes the advertisement more interesting. Camera shots help to create the style the advertisement aswell as costume, lighting and set design. In this advertisement there are a lot of cut shots that make the style of the advertisement quick and snapping. The advertisement doesnt have a slow pace to it although the music is rather relaxed.

The advertisement at the end shows the product to remind the consumer what they are watching and what the company want you to try and buy.

Computer graphics/editing (include examples of TV Adverts)

Virgin Atlantic Advert 2011 - HD 'Your airline's either got it or it hasn't' http://www.youtube.com/watch?v=Hbib-A6NpW8

This advertisement directed by Traktor, shows how computer graphics can

be used in an advertisement to catch the consumers eye.

This particular advertisement mimics the style of a James bond introduction. This can be seen by the special effects used to go from shot to shot. Using special effects in a advertisement can create a good reaction from the audience if the special effects are used well, for instance having special effects that are the same as a professional standard movie.

Target Audience (include examples of TV Adverts)

John Lewis Christmas Advert 2011 http://www.youtube.com/watch?v=pSLOnR1s74o

This advertisement for john Lewis directed by Dougal Wilson tells the story of a young boy who counts down the days and hours until Christmas morning. Through this advertisement we see the impatient child gaze through his window and stare at his clock all day trying to make it speed up. From watching this advertisement you can tell that look of the film and how everything is present the demographic for the john lewis consumer are aged between 26-52. Another part that gives us an idea of the demographics for this advertisement is the typeface used and the fact that in the advertisement its about a family with a child who waits for Christmas. Watching this advertisement and the type of company that represents this advertisement you can tell that the social class for this advertisement is upper middle class and higher class. Creating an advertisement that suite the brand behind is very important for marketers. Getting the slightest error wrong of the brands demographics can lead to a decrease in either the company or particular product sales.

Techniques (include examples of TV Adverts)

Cheryl Cole TV ad for L'Oral Paris Casting Crme Gloss http://www.youtube.com/watch?v=yg9ZuZ6Wazk

This advertisement for LOreal shows and displays Cheryl Cole giving the consumer a message to buy and try the product that she is advertising. Using a celebrity in a advertisement can help increase sales. The reason for this is that consumers like celebrities that they can relate to. Although there is a celebrity in a advertisement it would only increase sales by a small margin.

The tone of the music and the way Cheryl Cole talks is very relaxed so the consumer isnt uncomfortable watching this advertisement. The music is also in a soft tone that says come try me, this is also backed up by the way Cheryl Cole talks about the different types of hair colours there are to choose from. For some companies, using a hidden/ overt message in a advertisement for there own product can be a beneficial success, but that is only is the hidden/overt message works.

Comparison (include examples of TV Adverts)

Stella Artois "C'est Cidre, Not Cider" http://www.youtube.com/watch?v=lAza2HkiS3s

This advertisement directed by Johan Renck shows the dramatic yet interesting style of a 60s film. The style of the film is shown by the 60s studio look the smooth soundtrack that plays softly in the background and the audio defect that occurs when the actor/TV presenter talks. This Stella Artois advertisement has the intertexuality references of 60s French cinema. This can be told by the lighting directed at the actors and the motor vehicles in front of a projector. This advertisement is different to other advertisements, as a 60s French film look has not been used during this year of 2012.

ASA/ Ofcom regulation (include examples of TV Adverts)

What is the ASA? The ASA stands for Advertising Standards Authority. The ASA makes sure that advertisements are not too extreme or too over the top for the consumer population. What is the BCAP code? The BCAP code is regulation that stops companies from mis leading consumers from there advertising i.e. a non-accurate price from their product. What are the benefits of this regulation? The benefits to this regulations means that the consumer does not get mis sold or mis lead any product that they do wish to purchase from an advertisement. What is Ofcom? Ofcom are the UKs independent regulators for communications who make sure that advertisements from companies are kept to codes and guidelines. What do Ofcom do? Ofcom regulate advertisements to make sure that they are not too extreme for the consumer public and make sure that all advertisements follow the guidelines and regulations to ensure that consumers do not get offended.

How and why are ideas originated for a specific product

Stella Artois "C'est Cidre, Not Cider" http://www.youtube.com/watch?v=lAza2HkiS3s

Stella Artois Message the cider is classy This advertisement directed by Johan Renck shows the dramatic yet interesting style of a 60s film. The style of the film is shown by the 60s studio look the smooth soundtrack that plays softly in the background and the audio defect that occurs when the actor/TV presenter talks. With this Stella Artois advertisement and most Stella Artois advertisements they portray their product as a classy product that is different from any other alcoholic product. For instance Carling advertisements show a group of mates having a good time talking about football etc. Where as Stella Artois show a classy look to their product. And they show it with pride.

Conclusion
When companies try to sell there product to the consumer via advertisement, they company want a advertisement that stands out from any other. To do this they need to create a advertisement that hasnt either been done before or one that is different. Another factor to this is that the advertisement has to suite the particular product. For instance a cosmetic product would have a celebrity on it so that the consumer can either relate to the celebrity or make the consumer want the product even more. Getting everything to perfection for a product advertisement can lead to an increase in sales. Making an advertisement that can do this and go viral is a major success for a company. Advertisements play a big part in the media, without advertisements television stations would not be able to run and there would be nothing to fill during programmes. Advertisements drive sales on products and show creativity of an artists work. Advertisements are important to the media industry and the product industry, thats way we need them.