Report On Structure Of Television Advertisment

Codes and Conventions of TV advertising 

Part One

Camera angle and shot
Editing
Lighting
Sound
Music
Computer Graphics
Special Effects (SFX)


Contrasting adverts
Advert One : Apple - Holiday - TV Ad - Misunderstood

This television advert is a about how a child with Apple technology didn't know what to get his family for Christmas so he decided on making a short video that would touch the family with emotional feelings as the video was filmed on Christmas which is spent with family. The camera angles in the production the camera shot used were mostly mid shots of the main child in the production however in the recorded video its self he used close ups to get the emotion flowing in the room and to show how much he cared for him family the first shot in the advert was a establishing at 0:01 this was there to set off the journey and show the product that the child would use to make the gift. Also at 0.04 when they did the mid shot of the child in the car they made sure that the apple product was visible and the logo was shown so the brand gets promotion during the video. At 0.06 there is a short pan from glass window showing a reflection of the family coming together this adds more emotion to the story as they clearly don't live together. During this advert every time the main child was in the shot they always showed him hold an apple product the second was at 0:15. At 1:02 they showed 2 close ups for the first time to show that they are having fun in the snow.

This adverts sound is more based on the Christmas joy they play a "have your elf a merry Christmas" at 0:47 to tell the audience this video was made on Christmas with his family. At the start of the video the music seemed traditional on the piano playing a slow song showing what the bot and his family do through out the day. The editing in this video was fast and emotional based from 0:40 every time a touching moment came on the video the video would then cut to the family members reaction for example at 1:18 the grandchild was on the video and mad a moment with his Grandmother which made her cry they wanted to get across Christmas was a family holiday. The lighting in the advert was very bright because of the snow. Fore example at 0:32 when the boy is walking with the girl in the snow it was getting dark but you could still see everything even the people ahead of them. Through out the whole video that was the only part that was at night however  0:42 the lights are dim which means the room is full of natural light which makes the advent look even better.

During this advert there was only one part in the video which had special effect this was at 1:20 when the video faded out. During the advert there wasn't any computer graphics apart from the apple logo at 1:28 wishing people Merry Christmas. There wasn't hardly any SFX and computer graphics because it wasn't the type of video to because they wanted to show joy and love around a family and graphics cant do that






UK Anti-Drink Driving Advert

This advert was more on the serious side warning the audience what drink driving can do to you and how you can get in trouble. The target for this advert is the young audience and new drivers as they are linked to partying and having night outs.
The camera angle in most of the advert was a mid shot from 0:03 to 0:16 this was to show the seriousness of the advert because if it was a long shot no one would care for it because its not appealing to watch. After he mid show the camera ten slowly zooms in to the actor behind the bars face as the wanted to show how it would look when you get in trouble. Through out the whole production the main shot that was used was a mid shot to make it more visual appealing to the audience. At 0:02 there was a close up on the man ordering the drink choosing what hes going to drink linking to the bar tender .

From the get go the editing was fast because with in 2 seconds there was already 4 different shots and the characters have been introduced in the advert. The first shot was of the man walking to the bar the second shot was of the bar tender the third shot was a close up of the customer then the fourth back to the bar tender from 0:00 to 0:03. The lighting in the advert was very noticeable and the changes that were made. From 0:00 to :0:04 the lighting was bright to le the audience know customer in drinking during the day and is the driver. From 0:05 the lighting then starts to dim down to make a spot light on the bar tender with the back drop was a blur so you can only see him. once they started to zoom in to the bar tender the spot light was getting brighter as that when they wanted you to pay attention. Then at 0:25 the lighting goes back to normal and carry on like normal.The sound in the advert was minimal at the start 0:01 you could hear sound linked to a bar atmosphere of people talking and then from there there was no sound apart from the bar tenders voice then at 0:026 the bar sounds came back.

During there wasn't really any Computer graphics apart from at 0:27 when the logo and slogan came on to show people its a government scheme and showing you where you can get more information from. During the advert there was a lot of special effects the most noticeable one was the blur from 0:05 to 0:25 around the bar tender. The blur was noticeable because they just wanted the bar tender to be noticeable because what he was saying was important and they didn't want the attention to be drawn to the back drop



Part Two

Humorous

This advert is humorous this is because the wanted to attract a larger audience from adults and children. At 0:11 is when the humor starts when they start to twitch there eyebrows also the actors they picks made it seem like they are having a brother and sister school picture and look very serious meaning this advert is mostly targeted to children. At 0:20 they decided to do a close up of the boy moving his eyebrows to the music but they also use a close up to show the concentration and seriousness.



Surreal

This advert is surreal because its bizarre and different. At 1:00 is when the gorilla starts to play the drums this is surreal because you wouldn't expect the gorilla play the drums at a high level and in sync with the background music. At 0:16 there is a close up of the gorilla zooming out to show the drums for the first time in the advert. This advert is surreal only because theirs a gorilla  playing the drums.



Dramatic
This advert is dramatic because of the fact there is a child in there suffering from parent abuse. Right from the start of the video you can see parent abuse as there's a child sitting in the corner looking like he got beat up. At 0:04 the child is first introduced with their name and what is happening to him this adds a character to the advert for emotional attachment. The bold text under the children names adds more of a dramatic feel to the advert because that the only part you can notice as that what they want you to see. At 0:25 theirs a pan of the child going to hide from their parent and then zooming in to show there emotional feelings  for example at 0:27 there's a close up of a gild looking scared.


Parody
This advert is a parody because there are making fun out of the royal wedding but in a comic way.instead of a traditional wedding advert they decided to throw money in the air ans start to dance but in comic way at 0:08. At 25 the people at the weeding look a bait shocked as they were not expecting the people to dance they were in to position. Also this is a parody advert because of the actors look a lot like the royal family. People like parody adverts because because it makes the audience laugh and actually watch the advert.
Realistic-
This advert is a realistic because of the fact its shows you idea meals that the product can go along side on your plate, the theme of the advert was at dinner time where they would desire what and they want and how the family is vocally. At 0.02 they show a male setting up the dinner table for his family and a child running towards him in the background also at 0:17 there's close ups of the products.


Anti Realistic
This advert is anti realistic because there is a teddy bear in the freezer handing the women food that he thinks she should make. At  0:04 the bear looks up and starts to talk this is anti relistic becuase its not real.

Animation
This is a animation advert because there is not actors with in the advert and the advert is more vibrant that a advert with real people this is because they want to get children attention and you will know this is a animation because you can see the outlines



Documentry advert
This is a documentary advert because its in a documentary style where there is one question and the presenter has to ask to vox pops and expand on it. at 0:02 information has been given about the product and at 0:04 a animation comes up backing up the facts.

Talking heads
This advert is talking heads because of the facts its vox pops being asked questions about the toothpaste they use daily. At 0:02 a question was asked and the lady answered it but at 0:05 the same question was asked but to someone else



Stand Alone
This advert is stand alone because of the fact it only shown around Christmas time and is the only advert for the brand at that time because this advert is so iconic and people like the advert because its retro and has all the features of a good advert
Series advert
This advert is a series advert because at 0:02 on the road name it says the episode is currently on and and at the end it say to be continued.  Also this advert is a series advert because its like a soap when its in a dramatic part lasting for ever