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The purpose to this report is to explain different areas of advertisement; I’ll by explaining different styles, codes conventions, forms, mise-en scenes Etc. I will be using three examples to explain each section.
My three adverts I’ll be using are - BMW I advert - Sprite Spark Advert Ft. Drake - Chevy Sonic Super Bowl Ad
http://www.youtube.com/watch?v=K-4THnOdk3I http://www.youtube.com/watch?v=mh6vHoyBs58 http://www.youtube.com/watch?v=iuvoSw1TiJ8
I will be also including other examples in each section.
First example: Mise-en-Scene - BMW Evolution http://www.youtube.com/watch?v=K-4THnOdk3I
has a great Mise-en-scene; the location is in the city. They’ve filmed the BMW on the roads to demonstrate the way it’ll change the world as well as demonstrating how well the BMW can drive. The advertisement has quotes in the background with imagery example – (0:40) “ Reflects responsibility “ shot then goes onto a waterfall; they have done this to show the audience this car is environmentally friendly as well as showing this is the future of environmentally friendly transport. The use of Costume; they haven’t focused the camera on the audience as much. The advert is focused on the car, and not so much the audience. However, there are a couple of scenes, the advert has a shot of the BMW driving past someone mid twenties who is wearing leather jacket, jeans which might
indicate this car will be more appealing for the younger generation and not for the older. The lighting is very natural; they’ve done this to make the advert have a very environmental feel to it. Natural lighting has a way of making the object “BMW” this is done by positioning the object so that the sun hits your subject from the side; this will give you a unique 3D effect in the picture. Other lighting techniques, camera shots, filming techniques have been used. - Key lighting, Soft lighting - Backlighting, Aerial shot
- Dolly, VWS (Very wide Shots) EWS ( Extreme wide shots)
Second example: Mise-en-Scene - Sprite Spark Advert Ft. Drake
http://www.youtube.com/watch?v=mh6vHoyBs58 The location is set in a studio with music producers, the reason why he’s in a studio is because he’s a rapper recording. Drake gets tired, so takes a break to drink a sip of Sprite and gets the “Spark” Drake then turns into a musical machine and begins rapping. Costume; Drake is wearing Jeans, black t-shirt, trainers and a silver necklace which indicates he’s a rapper. The clothing Drake wears are an example connotations of a male rapper. Throughout the Advert there are many types of face pace camera shots/movements, as well as kinds of lighting these are; Extreme close ups, mid shots, medium close ups, Dolly shots, soft lighting, different kinds of editing techniques. All these combined create a decent advertisement piece because it’s fast pace and it’ll keep the audience entertained. This advert is great, because it’s not only advertising Sprite, it’s also advertising Drakes Music.
Third example: Mise-en-Scene - Chevy Sonic Super Bowl Ad
http://www.youtube.com/watch?v=iuvoSw1TiJ8 The Chevy Sonic advertisement has a much different setting, this advert is set at many kinds of locations such as the sky, mountains, car park and a theme park which may imply that the car is fun, fast and great handling. This advertisement uses a Thirst person technique in the Chevy, as well as other kinds of filming techniques, camera shots such as; Extreme wide shots, mid shots and a Birds eye’s view shot, This advertisement includes natural lighting. Each of these advertisements have all kinds of techniques to attract all of the audience age groups, Drakes advertisement will attract younger generation because of the Mise-en-Scene as well as the musician (Twelve to twenty plus) The Bmw Advertisement will attract all kinds of age groups, mainly adults because of the soundtrack choice, voice actor and location. This advertisement will attract ages from (Eighteen - thirty plus) Reasons being is because of the actors in the mid twenties, thirties. The Chevy Sonic advertisement use of Mise-en-Scene will attract all ages groups reasons being is because of the use of Locations, stunts. Each location will attract each age group for example, theme park/Stunts will attract the younger audience and older, the music choice is also idle for all age groups. Target audience will change due to Mise-en-Scene, actors, music.
Commercials have different iconography, all depending on what they’re advertising. The use of sound will help the audience tell what kind of setting. Music can change anything, for example; Phones4You commercial has used a creepy soundtrack to go with the Halloween theme as well as using dark lighting and shocking costume design. - http://www.youtube.com/watch?v=N2oL_gXECtg Perfume ads have a great use of iconography because of the Mise-en-scene, connotations. Here’s an example of one. http://www.youtube.com/watch?v=ky5xmtWp1_U&feature=related
This example uses great iconography because of the romantic setting, the use of music, man and women this shows it’s a love story, Codes of love - Violins, flowers, men & women, red and white. Codes of Horror - Blood, creepy objects, horror music and dark lighting. Codes of Action - Explosions, fire arms and fast vehicles. Codes of Fantasy - Angels, heaven, glowing effects and magic. Iconography = How adverts are made to look the way they are.
Advertisement has many kinds of styles, for example, in a Lynx advert they’re mainly humorous, in some cases adverts can be combined to be humorous and Parody. An example of this - http://www.youtube.com/watch?v=x89xAXHd2l8 Other examples of a different kind of style, - The Bmw Ad. The Mise-en-Scene is dramatic, the tone of voice location, the song choice, the dark, bright lighting and the future of electric cars may be a combination of Dramatic & Surreal because of the use of Bright lighting as well as the colours coming from the buildings, car and the evolution of transport is very exotic & futuristic. An example of a surreal, dramatic advertisement: Guinness surfer
The Guinness Surfer ad has a very stylised production, the pauses ads a dramatic integrity. The advertisement is also surreal because of the horses leaping from the wave. This particular advert is dream like, abstract and avant-garde Advertisements are stylized so that it makes a product stick into a potential customer’s mind. Each adverts will have different kinds of narratives for each product advertisement structure, the Guinness surfer has a great narrative (The way the story is told), because of the story behind the surfer going out to sea, hunting for the white wail. Advertisers will use great narratives so that the story will stick inside the audiences mind, they’ll then think about the product. Advertisers main goal is to convince consumers to buy products and in doing so they create stories surrounding them.
Linear and non linear narrative refer to productions where the story is presented, for example, a narrative structure will have a version of an event as they happened with the beginning, middle and the end. An example narrative structure.
- Sprite Spark Advert Ft. Drake http://www.youtube.com/watch?v=mh6vHoyBs58
This advert will have a beginning, middle and the end. Drake starts of tired, and not motivated. (Beginning) Drake then drinks some Sprite (Middle) Drake then becomes motivated (End) An anti realist Narrative structure will be different, anti realist advertisement is mostly used in video game adverts, such as Halo, God of War and other video games that include, monsters, aliens, vampires. Etc An anti realist advertisement will also use many types of editing techniques to create a anti realist narrative structure. A realist wouldn’t. An anti realist will have different kinds of editing special effects, there are many advertisers who use cinematic effects to keep the audience entertained, special effects are used to keep the viewer eye cached. Effects are mainly used in movie trailers, such as Harry Potter, Transformers etc. Special effects are added on using software such as adobe premier, after effects and Sony vegas. There have been many adverts who have used special effects (SFX) to advertise there products in a unique way, such as car adverts as well ad the Sprite Advertisement. An example of a special effect advert.
http://www.youtube.com/watch?v=UHGv4LIE338 Citroen C4 Advert.
There are of course many types of forms of marketing. Such as animation, talking heads and a documentary. Animations, which will apply to video game ads, and other market products.
An example of a animation Advert http://www.youtube.com/watch?v=kiwWXEA_-fs God of War Video Game trailer. An example of a documentary advert. http://www.youtube.com/watch?v=kPMhqLuvbeg Vortex - 1980’s Uk Ad An example of a talking head advert http://www.youtube.com/watch?v=mEHQ9tzJpYA Nike Advert Motivation.
Advertisers need to be regulated. A regulation takes place through two main bodies, the ASA and OFCOM The ASA takes positive action, there work includes acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements. (info from their website) OFCOM is the communications regulator, they make sure that people in the UK get the best from their communications services and are protected from scams and sharp practices, while ensuring that competition can thrive. OFCOM regulate the TV and radio sectors, fixed line telecoms, mobiles, postal services, plus the airwaves over which wireless devices operate. OFCOM has legal powers to enforce the law and penalties. (info from their website) The BCAP code came into force on the 1st of September 2010. It replaces the four previous separate BCAP Codes for broadcast advertising. The code applies to all advertisements (including telescoping, content on selfpromotional television channels, television text and interactive television advertisements) and programme sponsorship credits on radio and television services licensed by OFCOM. (info from their website) The ASA or any other agency have taken action against many types of misleading, offensive advertisement throughout the years. Here are a few banned Advertisements that have been banned, or made sure it’s on after the watershed. - http://www.youtube.com/watch?v=N2oL_gXECtg Phones4You. - http://www.youtube.com/watch?v=cUEkOVdUjHc Want to learn English? - http://www.youtube.com/watch?v=f1ZnS6pSr2g Vw advert. The benefits of the ASA and OFCOM is to make sure the audience is safe from misleading, harmful and offensive advertisement. Advertisements are made to inject memories into the audiences mind, advertisers will try to make there ad so that most age groups will buy there products. They will use many types of techniques to create hidden/overt messages, emotional responses, fear and a concern. They will do so by creating a great narrative, Mise-en-Scene, with a catchy soundtrack. Advertisers will also use celebrities to advertise there products, because the audience will trust these people. Celebrities are in ads such as hair dying products, skin products and perfumes. Etc. Jordan Gauntlett - Level 3 Interactive Media.
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