Each Advert has its on Style (line of appeal) and Form, these may overlap in some adverts;
STYLE;
Humorous-
This title pretty much explains itself, this means hat the advert contains humur, to make the audience laugh or smile.
This advert would be classed as humourous as it is made to make up laugh. Although it can also be classed as anti-realist narrative, the advert is funny and is aimed to make people laugh.
At 0:07 where the cat says 'you could win a mac book pro' the cats accents is funny and certainly made me laugh.
Surreal-
This is when the advert has nothing to do with the product being sold or it does have someting to do with it however it is wierd or odd and tries to explain something that wouldn't ever happen.
For example I have found the Walkers advert with Lionel Ritchie. This would be a good example of a surreal advert because it wouldnt actually happen, although he is singing about the crisps.
At 0:07, 0:11, 0:16 and 0:21 where Lionel is singing with a bright light and smoke would be an example of an unreal situation.
At 0:25 where he gets thrown out of the window would also be an example of an unreal situation as noone would be so aggressive over a packet of crisps, but its suposed to show thet they are so good, some people may not want to share them.
Dramatic-
These adverts are ones which make the audience want to know what happens next, puts them at the end of their seat or is meant to overexagerate something to make it more exciting.
The advert I have chosen for Dramatic is the Coke Zero advert. This would be an exaqmple of a dramatic advert as its made like a mission.
Throughout the advert, we think will he make it in time, for example, at 0:42 where the 'jerk' appears and starts talking to the woman.
The fireworks at the end and the graphics of nicknames that come up make this advert more dramatic like a movie. This advert would be aimed at men, givinig them the idea thaqt coke zero can get you through any situation.
Parodic (parody)-
This is where the advert takes the mick or shows references to a film, programme, person or other advert. The example I have found is the Cadbury's 'Not So Secret' advert.
As you can see from this video, the advert clearly is taking the mick out of Charlie and the Chocolate Factory. The man in yellow is suposed to be Willy Wonka showing around the man in blue.
At 0:08 where 'Willy Wonka' pulls the sail on the ship, is like the moment in the film where the real Willy Wonka pulls his lever to open the factory.
At 0:12, 0:16, 0:21, 0:27, 0:35 and 0:40 where they take a lot of different 'secret passages' is a clear parody of the passages they take in the real film, however they make them more crazy and wierd, for example at 0:27 where they crawl through a dinner table is something noone would actually do.
FORM;
Realist Narrative-
This is the type of advert that the audience can relate to, a story with real life situations that may happen to us or already has happened.
The example i have found for a realist advert is the PG tips advert. This is because even though there is a monkey in it, its something everyone can relate to.
At 0:01 where they enter the house cold, this is relatable for anyone who has been caught in the rain.
At 0:13 Monkey starts to make a cup of tea, this is also relatable for anyone who likes a cup of tea after a cold day out. At the end of the video where they say 'ahh' links to the PG tips 'slogan'.
This advert would be aimed at adults, both genders mainly because males are in the video instead of females.
The example i have found for a realist advert is the PG tips advert. This is because even though there is a monkey in it, its something everyone can relate to.
At 0:01 where they enter the house cold, this is relatable for anyone who has been caught in the rain.
At 0:13 Monkey starts to make a cup of tea, this is also relatable for anyone who likes a cup of tea after a cold day out. At the end of the video where they say 'ahh' links to the PG tips 'slogan'.
This advert would be aimed at adults, both genders mainly because males are in the video instead of females.
Anti-realist Narrative-
This is where there is still a story, however its an unralistic one that can't happen. Usually doesn't involve real people.
The example I have found for anti realist narrative is the lying Squares advert. I would use this because even though it involves real people, its a story that wouldn't happen. I feel this advert is aimed at anyone in the audience, its a simple advert and doesn't have any themes aimed at a specific audience.
At 0:05 we see the shop keep adding a squares bar to his window display, which is highly unlikely, firstly because its a waste of food and secondly, as its food it wouldnt last very long, and as a shop keeper, he wouldnt have time.
At 0:17 the slogan comes up, 'it's all lies, they're not even square' which back up the point of something thats not going to happen.
The example I have found for anti realist narrative is the lying Squares advert. I would use this because even though it involves real people, its a story that wouldn't happen. I feel this advert is aimed at anyone in the audience, its a simple advert and doesn't have any themes aimed at a specific audience.
At 0:05 we see the shop keep adding a squares bar to his window display, which is highly unlikely, firstly because its a waste of food and secondly, as its food it wouldnt last very long, and as a shop keeper, he wouldnt have time.
At 0:17 the slogan comes up, 'it's all lies, they're not even square' which back up the point of something thats not going to happen.
Animation-
This exmplains itself. Where the advert doesnt use real people or images, the advert only uses computer images or hand drawn ones.
The example for animation that i found was a maltesers advert from 1991. This is an example of hand drawn animation. This advert i feel is aimed at everyone, mainly childrenas its an animated advert. However, this type of animation would also catch the eye of some older people as this style of animation would have been the same style as some older programmes.
At 0:10, the frog names one way to eat a malteser, by letting the chocolate melt in your mouth. At 0:15 the aligator appears and names another way to eat them, but crunching them. This would appeal to children as well as it shows different way to each maltesers so peoplle would relate to this.
Documentary-
These adverts are ones that involve 'normal, everyday' people that tell you about the product they use and the effect the product has on them.
The example I have chosen for documentary is the Special K, What Will You Gain adverts. It's showing that they grabbed random women from the public and got them to weigh themselves to get the best answer. This advert is aimed at women as there are only women shown in the advert and Special K cereal is a womans branded cereal.
At 0:11 a graphic comes up about what the special K gain day is.. the advert then goes on to continue explaining what the gain day is with cut aways of women going to the scales.
At 0:23 onwards the advert gets really cheery and i feel this would make the women watching the advert want to then start eating special K to then feel happy like the women in the advert.
Talking Heads-
This type of advert is where there is usually just someone talking to the camera about the product they are trying to sell.
The example I have found for talking head adverts would be the Activia yoghurt adverts. throughout the advert the woman is talking directly to the camera, which cut aways of a close up of the yoghurt (0:18) or the dinner table (0.01) or some graphics about the product (0:24).
This advert is aimed mainly at women, mothers especially beacuse in the advert she talks about cleaning and just after christmas where in the background, everything is being put away. I feel this advert will have a good effect on females, as after a hard day hey would think about a way to get some tlc.
Stand Alone-
These adverts are ones which are by themselves, theres no others to join them. These types usually come out around Easter, Christmas, Mothers Day etc.
The example I have used for the stand alone advert is the Christmas Millions advert from 2011. This is a short advert but ther is only one of its kind, as it is an advert for christmas.
At 0:02 where the voice over says 'HOHOHO', this links to the factthat its a christmas advert.
I feel that this advert is aimed at everyone, but mainly older children because of the colours and its short and sweet so its easy to stick in people heads. From the start to 0:05 where the packets of millions are spinning, this helps the fact that its aimed to children as children have a lot of energy and it also shows many flavours for the children to nag their mums about.
Series-
These are ones which link together to create a set of adverts, or ones that carry on after another. Series usually consist of the same logo, product, have the same/similar story lines and the same slogan.
The example I have chosen for documentary is the Special K, What Will You Gain adverts. It's showing that they grabbed random women from the public and got them to weigh themselves to get the best answer. This advert is aimed at women as there are only women shown in the advert and Special K cereal is a womans branded cereal.
At 0:11 a graphic comes up about what the special K gain day is.. the advert then goes on to continue explaining what the gain day is with cut aways of women going to the scales.
At 0:23 onwards the advert gets really cheery and i feel this would make the women watching the advert want to then start eating special K to then feel happy like the women in the advert.
Talking Heads-
This type of advert is where there is usually just someone talking to the camera about the product they are trying to sell.
The example I have found for talking head adverts would be the Activia yoghurt adverts. throughout the advert the woman is talking directly to the camera, which cut aways of a close up of the yoghurt (0:18) or the dinner table (0.01) or some graphics about the product (0:24).
This advert is aimed mainly at women, mothers especially beacuse in the advert she talks about cleaning and just after christmas where in the background, everything is being put away. I feel this advert will have a good effect on females, as after a hard day hey would think about a way to get some tlc.
Stand Alone-
These adverts are ones which are by themselves, theres no others to join them. These types usually come out around Easter, Christmas, Mothers Day etc.
The example I have used for the stand alone advert is the Christmas Millions advert from 2011. This is a short advert but ther is only one of its kind, as it is an advert for christmas.
At 0:02 where the voice over says 'HOHOHO', this links to the factthat its a christmas advert.
I feel that this advert is aimed at everyone, but mainly older children because of the colours and its short and sweet so its easy to stick in people heads. From the start to 0:05 where the packets of millions are spinning, this helps the fact that its aimed to children as children have a lot of energy and it also shows many flavours for the children to nag their mums about.
Series-
These are ones which link together to create a set of adverts, or ones that carry on after another. Series usually consist of the same logo, product, have the same/similar story lines and the same slogan.
The adverts I have found for the series are the 'have a fling with a creme egg' adverts. There have been many different adverts with different storylines, for example the 1st advert includes a man in his room practising in from of the mirror, whereas the 2nd advert is one sister telling the other sister wshe cant be with the egg. These types of adverts are mainly for adults I think because adults are presented in the adverts, and as tha whole thedme of the advert is have a fling, i feel its best suited to adults for this reason.
At 0:12 in the second advert and 0:28 in the first advert, the slogan 'have a fling with a creme egg' pops ups, as well as how long ther around for. This backs up the point that its a series, as they have the same slogan, voice over and similar storylines.
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