MacMillan Cancer Support Advert.
This advert is about the cancer support and they have made the advert in a documentary style and they have done this to show the importance of the issue and they have also done this to show that this news can be delivered to anyone and it could be one of the audiences who could hear the news. The advert has been designed in a serious manner with no music in the back ground and they have also used point of view camera angles and they have done this to show the reactions and the emotions of the person who is delving the news and the person who is receiving the news.
This would be when there would be an advert where there is 2 people talking to each other and they would be promoting the product which is being advertised in the advert itself. For example like this Colgate advert there is a dentist who is recommending the product Colgate toothpaste to his patent. This technique is affective because it makes the audience think that he is a real dentist who recommends this product and this makes the audience want to go out and buy the product themselves.
Stand alone series adverts?
This would be the type of advert which will have a start and a finish almost like a short movie. An example of this would be the BT reveal advert which shows a couple and they have done this to show the point of the new BT phonebook and how the information about the contacts can be kept to you. The technique which they have used is to show a normal household situation and how this can be used.
I will now look at different adverts for products which are being advertised by different brands and companies and I will look at how they have made their advert and how effective their adverts are.
Anti Smoking Adverts
The whole advert has been filmed in a documentary style and they have done this to show what smoking has done to him and how his health has been affected by smoking and in the advert the actor talks about the days which he has left to live and they have done this to show that people who smoke can easily end up in his situation. They have also used a real person with throat cancer to show this.
Plot
Person talks about his real condition from his hospital bed and tells the public how it has affected him and how his voice box has been removed.
Target Audience
The advert is targeted at anyone who smokes and this shows what will happen to them in the future if they keep up with smoking and how the illnesses would affect their life. This plays with the heart strings of people and shows how sad his life is in the end.
Mise-en-Scene: The adverts uses muted colors to show how smoking has effected that person and to make the advert have a bigger impact, they have used a real person and not an actor with that condition and this has shown how his life is shortened. The whole advert is on an assumed hospital bed as there is a nose tube connected to the person.
Diegetic
Sounds of talking with no background noise.
Content signs
Signifier Signified
Hospital bed Illness
Tube Serious
Product
Stop smoking kit from NHS
Camera Shots
The whole advert is a close up of the person on the bed and it shows how he has ended up and how sad it is that he couldn’t even meet his daughter before he died which has an effect on the audience.
Advertising Techniques
How it plays with people's heartstrings.
Contrasting advert:
Smoking ‘I want to be like you’ advert http://www.youtube.com/watch?v=688uHz6QYkQ
This advert contrasts with the other one because for this advert they have used techniques and the way which the advert is filmed, because in the start of the advert it seems to be a happy advert for a product but near the end that changes and shows how you smoking can affect the people around you and your children. Music is also the key in this advert because throughout the advert they have used happy and joyful music but near the end that music changes to sad tune.
Mise-en-Scene: The advert shows that the child copies his parents and that when they do start smoking, the children copy that as-well they have made the advert like this to send out a message to parents or people who smoke around children.
Sounds
The sounds which were used are music throughout the advert but the music fades away near the end when the advert is trying to portray a serious message about smoking,
Go compare Advert – http://www.youtube.com/watch?v=F_-9QFvhQWo
I am looking at this advert to find out the techniques which they have used in the advert and how those adverts advertise the products and how the target audience for the advert would be appropriate.
This advert uses dull and dark colors in the starting of the advert to create a in a sense a serious atmosphere. Then the advert shows the well-known co compare actor who near the end of the advert lightens up the mood by his singing. The advert is aimed at anyone who is looking for cheaper insurance on his or her home or vehicles. The choice of music at the start of the advert is dull and boring which then turns to lively music.
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