Adverts consist of many different things; but what makes them memorable?
> Shock/Surprise and Sympathy - something in the advert that scares or shocks the audience wil surely make them remember it; for example 'RSPCA' adverts with shocking images of dying animals.
> Annoyingness and Catchiness - something with an annoying character or theme tune that wil stick in someones head; for example the 'Go Compare' adverts with the annoying fat man and song.
> Celebrity Endorsement - having a celebrity in an advert will be recognisable to the audience, expecially if it is a well known favourable celebrity; for example perfume adverts usually involve celebrities such as Beyonce or Britney Spears...
> Music - having either a really old song that everyone knows, or a new upcoming song by a recent artist will make the audience remember the advert because of this song; for example the 'Internet Explorer' advert which uses the song 'Too Close' which was an upcoming song which everyone then started to like and download.
> Catchy / Strong Message - adverts which have a message or a slogan which is memorable wil help with the selling of the product the advert is selling; for example 'KitKat' has the well known slogan of 'Take A Break'.
> Aspiration - Using good looking people with good bodies etc, will make the audience want to be like the people they see on the advert, therefore they would go and buy those products; for example 'Special K' adverts use curvy women in their adverts, therefore making other women buy it to look like that.
> Humour - if the advert is funny, people will remember it; for example the 'Creme Egg' adverts which involved wierd people talking to a creme egg like it was a person.
> Animal factor - the use of animals in adverts makes the adverts memorable because of the animals in them; for example the 'Compare The Market' adverts with the talking meerkat.
> Nostalgia - this is when the advert reminds people of when they were younger or 'a better time'; for example 'Disney Land' adverts will remind aduclts of their childhood with Disney films or when they went to Disney Land.
> Intertextuality - this is when one media text refers to another, for example the 'Carlsberg' adverts where they show scenes similar to those in old films, whilst still trying to sell the drink.
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Codes and Conventions
The codes and conventions are what you would see in adverts. There are 8 main codes and conventions you would expect to see in advertising;
Camera Angles and Shots
Iconography
Editing
Lighting
Sound
Music
Computer Graphics
Special Effects
I found three adverts which sumarises all of these codes and conventions;
1. 3 Network Advert (#danceponydance)
Special Effects.
Obviously a pony wouldn't be behaving like that, so the producers would have had to use special effects to create the image of the pony doing the moonwalk.
Camera Angles and Shots.
All of the angles in this video are eye level, straight angle shows, and even though its an advert, some of the shots are quite long which go with the music as well as the mood of the advert. There is a range of shots from close ups of the pony, to long shots showing the location as well as the pony.
Music.
The music to the song is quite an old song, 'Everywhere by Fleetwood Mac', it's also a catchy song, so when people hear it they're going to want to move to it, like the pony. The music goes with the mood of the song, calm but energetic and like the whole idea of the advert, has nothing to do with the 3 network.
This advert would be using the animal factor, by using a pony and seals in the video, to make it memorable as well as surrealism as having a dancing pony has got nothing to do with the 3 network. Adverts like this could fit under humour as well as the catchiness of the song in the video. These are what would make the audience remember this advert. I think this advert would have a good affect on the audience as its a funny and catchy advert and as its so wierd, people would be talking about it to tother people.
2. Muller Corner Advert
Editing.
There would have to be a lot of editing for this advert, simply because there is computer/hand drawn animation (the Mr. Men characters), Computer Generated Images (the wierd car face thing and the whole city) and real people (the policeman and the normal guy). This would have cost a lot of money to edit all three of these together.
Nostalgia.
Nostalgia is when the advert is made for people to 'remember a better time'. The nostalgia in this video would be the animated characters. They are old characters, like Mr. Men and Yogi Bear... that a lot of older people will remember from their childhood.
Iconography.
This is like mise-en-scene, which includes everything in the advert. Like props and locations etc. The choice of having the location of the advert based in a city adds humour and surrealism to the advert. The mahem in the city, old characters, cars turning to life also have nothing to do with Muller yoghurt at all, which is what makes the advert memorable to the people watching it. The advert doesn't really use many props, as most of it would have been computer based. At the start of the advert, we see a fast car, which is a form of aspiration. Most people (mostly male) would want to have that car, therefore being drawn to the adert.
This advert uses nostalgia to make the older members of the targeted audience remember their childhood, for example, the use of Mr. Men and Little Miss, Yogi Bear characters and the little house among the huge flats would remind the audience of what they used to watch and like, therefore this would have a good effect on the older generation, making them drawn in to the advert.
3. NSPCC Advert
Lighting.
This advert has low lighting to make it look sad and to make the audience have sympathy for the children in this advert. The fact that the advert is also in black and white makes it look even more depressing. As it is an advert trying to make us give money for these children, they aim to make the advert look as sad as possible, so having no colour with dim lights would add this effect.
Sound.
Although this advert had sad music, its the voice over which adds to the mood in this video. This mans voice has alot of depth to it, its not all in one tone and he emphasises words such as, abuse, children, stop... This would make the audience think more about what he is saying, and this would aim to draw the audience into paying £2 a month for these children
Computer Graphics.
These are the words and logos that come up on the screen. As the man is talking, facts will come up on the screen, for example the facts on how many children are being abused, or how far your £2 could go etc.. The NSPCC logo also appears at the end of the video and te graphics only use two colours, Black to go with the dim and dark mood of the advert and Green for the company logo.
This is a sympathy advert which is aimed to try and shock you so you remember it and give in to pay the £2 a month for these abused children. Adverts like this are aimed to 'pull the heart strings' of the audience as well as make them think about if they know anything about it. It would make most members of the audience feel sad or upset about this type of thing, others wouldn't want to watch adverts like these, and some people ignore them, but the overall effect in one way or another is that the audiencce remembers adverts like these.
Camera Angles and Shots.
All of the angles in this video are eye level, straight angle shows, and even though its an advert, some of the shots are quite long which go with the music as well as the mood of the advert. There is a range of shots from close ups of the pony, to long shots showing the location as well as the pony.
Music.
The music to the song is quite an old song, 'Everywhere by Fleetwood Mac', it's also a catchy song, so when people hear it they're going to want to move to it, like the pony. The music goes with the mood of the song, calm but energetic and like the whole idea of the advert, has nothing to do with the 3 network.
This advert would be using the animal factor, by using a pony and seals in the video, to make it memorable as well as surrealism as having a dancing pony has got nothing to do with the 3 network. Adverts like this could fit under humour as well as the catchiness of the song in the video. These are what would make the audience remember this advert. I think this advert would have a good affect on the audience as its a funny and catchy advert and as its so wierd, people would be talking about it to tother people.
2. Muller Corner Advert
Editing.
There would have to be a lot of editing for this advert, simply because there is computer/hand drawn animation (the Mr. Men characters), Computer Generated Images (the wierd car face thing and the whole city) and real people (the policeman and the normal guy). This would have cost a lot of money to edit all three of these together.
Nostalgia.
Nostalgia is when the advert is made for people to 'remember a better time'. The nostalgia in this video would be the animated characters. They are old characters, like Mr. Men and Yogi Bear... that a lot of older people will remember from their childhood.
Iconography.
This is like mise-en-scene, which includes everything in the advert. Like props and locations etc. The choice of having the location of the advert based in a city adds humour and surrealism to the advert. The mahem in the city, old characters, cars turning to life also have nothing to do with Muller yoghurt at all, which is what makes the advert memorable to the people watching it. The advert doesn't really use many props, as most of it would have been computer based. At the start of the advert, we see a fast car, which is a form of aspiration. Most people (mostly male) would want to have that car, therefore being drawn to the adert.
This advert uses nostalgia to make the older members of the targeted audience remember their childhood, for example, the use of Mr. Men and Little Miss, Yogi Bear characters and the little house among the huge flats would remind the audience of what they used to watch and like, therefore this would have a good effect on the older generation, making them drawn in to the advert.
3. NSPCC Advert
Lighting.
This advert has low lighting to make it look sad and to make the audience have sympathy for the children in this advert. The fact that the advert is also in black and white makes it look even more depressing. As it is an advert trying to make us give money for these children, they aim to make the advert look as sad as possible, so having no colour with dim lights would add this effect.
Sound.
Although this advert had sad music, its the voice over which adds to the mood in this video. This mans voice has alot of depth to it, its not all in one tone and he emphasises words such as, abuse, children, stop... This would make the audience think more about what he is saying, and this would aim to draw the audience into paying £2 a month for these children
Computer Graphics.
These are the words and logos that come up on the screen. As the man is talking, facts will come up on the screen, for example the facts on how many children are being abused, or how far your £2 could go etc.. The NSPCC logo also appears at the end of the video and te graphics only use two colours, Black to go with the dim and dark mood of the advert and Green for the company logo.
This is a sympathy advert which is aimed to try and shock you so you remember it and give in to pay the £2 a month for these abused children. Adverts like this are aimed to 'pull the heart strings' of the audience as well as make them think about if they know anything about it. It would make most members of the audience feel sad or upset about this type of thing, others wouldn't want to watch adverts like these, and some people ignore them, but the overall effect in one way or another is that the audiencce remembers adverts like these.
