Advertising Conventions

Research
 Sound/Narrator/Voiceover
• http://www.youtube.com/watch?v=g99a80AXrsQ

• TV adverts use diagetic and non-diagetic sound. They use

diagetic sound like speech to tell the target audience about
the product or the storyline. They use non diagetic sound
such as a soundtrack to create a certain mood or
atmosphere. In this milk advert the milkman is talking to
the milk bottles telling them where to go on his delivery
round and there is a happy upbeat instrumental tune
playing which makes the audience feel good.
 Pack Shot
• http://www.youtube.com/watch?v=W27R0_2R5TY

• TV adverts use pack shot to show the target audience

the product, this will help them recognise it when
trying to purchase it. In this Aquafresh advert, the pack
shot is a toothpaste packaging which clearly shows the
product name and main image of a toothbrush with a
three striped toothpaste.
 Slogan
• http://www.youtube.com/watch?v=F2ig42bfVdw

• TV adverts use slogans which are short catchy phrases to make the
product being advertised memorable so the target audience will
recognise the company or product when they hear, see or read the
slogan. The McDonalds slogan “I’m lovin’ it” is sung in their TV
adverts which helps to capture audience’s attention.
 Typography
• http://www.youtube.com/watch?v=HVIMMmqwe6Q

• TV adverts use appropriate typography to suit their type of

product they’re selling. Advertiser use typography to give
viewers information such as contact details, company name,
product name, facts and figures.
• This Halifax advert for ISA Tax Free savings uses bricks in its
typography, this will connote to the audience that they could
build up their savings if they invest the Halifax product
 Advert lines of appeal-Celebrity
Endorsement
• http://www.youtube.com/watch?v=qSgOlz7ZYr0

• TV adverts use celebrities in their adverts to make the

products more trusted and add value. If the celebrity is
advertising the product, it makes the target audience think
that the celebrity uses the product.
 Sadness
• http://www.youtube.com/watch?v=dKPwRth_HaM

• Sadness is used in adverts that make the target audience feel

sorry for the cause/charity advertising appeal. The RSPCA
advert uses sadness as its line of appeal, it askes target
audience to donate £3 per month to save animals like the one
shown in the advert.
 Nostalgia
• http://www.youtube.com/watch?v=byEmdbLo1PA

• Nostalgia is used to take the audience back to the past, this

will appeal to the audience because they would like to think
back to the past. In the Werthers Original