TV ADVERT ANALYSIS TEMPLATE

Use this template to analyse any TV adverts for both the Advertising Theory and
Advertising Practical units. This can also be printed if you prefer to hand-write your notes.

Advert Title - Amazon – Priest and the Imam

Technical Codes

Use of Camera Editing Lighting

(Shots, angles, movement).
Identify some interesting
examples, when they occur
within the advert and why
they have been used
How the advert edited in
terms of pace, length of shot,
cutting to the music etc.
Identify some examples and
when they occur within the
advert
Identify how lighting is used
– low-key lighting, high-key
lighting, natural lighting,
studio lighting. Identify some
examples and when they
occur within the advert

There were lots of close
ups to there faces to
see them smiling
together and you could
tell they were both
happy when hanging
out, it had close ups on
both people’s knees
which is the main
storyline and showed
the importance of the
shots especially the
knees.
In the advert the clips
are quite short and
changes directions of
the angles quite
frequently which makes
you drawn to it because
lots is going on.
It was mainly natural
lighting coming through
the windows and door,
and just the outside
lighting for one of the
people. In a little section
of the advert the priest
was putting on his knee
supports, and it had like
a spotlight kind of light
showing main light
source on him.
Technical Codes

Sound (including music, Animation Special effects

effects and dialogue)
Is there any use of
Identify some interesting animation? This could be an
examples of how sound is animated character or an
used and when it occurs animated slogan, for
within the advert. example, and when it occurs
within the advert
Identify any use of digitally-
produced special effects.
Identify some examples and
when they occur within the
advert

The advert is just The only thing that is There is no special

music, there is no non-human, is the effects in this advert.
talking and no sound amazon logo at the end
effects in any of It just showing what the
music throughout the advert is for.
whole thing.
Advert title -
Symbolic Codes

Setting Location Costume

Identify where the advert is
set in terms of ‘place’
(Country/City/Town/Village)
and ‘time’
(Past/Present/Future/
Day/Night)
Identify specific locations Identify relevant costume
used within the advert and worn by characters. How do
when they occur they fit with the
product/message?

At the start it’s set at a It’s mainly set in The two men are
house, and one of the different buildings so wearing clothes that
men leaves the house one of the man’s shows the two different
and he’s just walking houses and then it religions, and then they
along greenery and a shows the front door of both wear knee
fence, this is happening each men’s house, and supports which is the
in the day. Then it goes then goes to the two product delivered by
dark because it shows a different religious amazon.
switch in days when the building.
people receive a
package each. The
setting changes and
shows two different
religious buildings
showing the different
men praying.
Symbolic Codes
Characters/Performance
Identify particular characters
and how they are presented
to the audience – natural,
funny, serious etc.
Both men had a positive
presence because they
were smiling and
laughing and being
happy. They both
looked even happier
when getting their
Props
Identify any important props
within the advert (including
the product if it is physical).
When are they seen in the
advert?
The main thing about
this advert is showing
the knee supports
which is the product
from amazon. Another
prop is the phone that
both men use to buy the
Colour
Identify relevant use of
colour or colours. Do they
represent the brand,
product? Do they send out
connotations to the
audience?
The product is a bright
green/yellow colour
which stands out to
what it is because its
bright.
 package. product of off.

Advert Title -
Conventions

Storyline Brand Identity/ USP Celebrity Endorsement

Can you identify a ‘storyline’ What examples can you If the advert features a
in the advert? identify of how the company celebrity, how are they
might be recognisable? Is presented to the audience?
How might the storyline
develop over the duration of
the advert? What happens at
the start and how does it
end? What is happening in
the middle?
The storyline shows two
men being friends and
they both notice that
each other’s knees are
hurting when standing
up and sitting down so
they both buy
something from
amazon, and it ends up
being the same thing
and they both get knee
supports and then
shows the two people
putting on the knee
supports and then
going to pray.
the company known for Why have they been
specific values or products? chosen? How might this
When do these occur in the affect the audience?
advert? What might be
unique about the company
and/or product? How might it
be different from its
competitors?
You can tell its amazon There are no celebrities
when the people go on in this advert.
the phones and click
the amazon app to buy
the product from, the
packaging of the parcel
shows amazon too and
then at the end it shows
the amazon logo.
Conventions

Repetition of Message Use of Stereotype Use of Slogan

Are there regular uses of Identify any stereotypical Does the company have a
words/themes throughout characters, places, recognisable slogan and is it
the advert? When do featured? Is it presented as
colours, sounds etc. text or sound? When is it
these occur? which are associated with used?
the brand/product

The main theme of it Amazon is Amazon slogan is Work

which shows stereotypically known Hard, Have Fun, Make
throughout is the as orange because of History which shows
friendship between the logo. this through the
these two men and that storyline because the
they care for each other two men are having fun
because they buy each and laughing together
other something. but then it shows that
its making history by
brining two different
people together and
gifting each other
something important
from the company.