Life Story - Barnardo's TV Advert #2

For my next analysis, I have decided to look at an advert that is not as upbeat and positive as my previous ones. Also, this is the first advert where it is promoting a service and not product. Automatically an audience would empathise strongly as this advert is by Barnardo's - a charity to help and care for vulnerable children and teenagers. The first aspect I noticed first is how the camera angles moved and worked throughout the advert to correspond with the message and story is was trying to portray. The camera moves in a pan formation moving right along with the character(s) in the advert, as if it is going back in time to where it all started. What I took away most from this advert is that it does not have to end where it started, about 'breaking the cycle'.

Radio Ad #6 Herbal Essences

I have previously analysed a Herbal Essences TV advert and I have decided to analyse a radio advert to compare between the two. In the the TV radio advert, they were advertising more in the style of 'take me to paradise' - in this radio advert, they are advertising their normal range of shampoo and conditioners. The radio advert begins with slow jazz music, almost sounds slightly romantic and sets a calm tone to the advert. I would not have suggested that this music corresponds with it being an advert promoting hair products however in previous herbal essences adverts, they have been known to be quite provocative and sexual in comparison to other hair product adverts. This is due to them centralising and focusing on females within the advert, which automatically makes it thought provoking.                                                                                                                  

Herbal Essences - Take Your Hair To Paradise Advert #1

My first analysis of a TV advert is a Herbal Essences one. I want to analysis a diverse range of adverts therefore I have decided to start with feminine adverts. This is a special Herbal Essences, it is different from all of their other adverts. This one is called 'Take Your Hair To Paradise'. The word 'Paradise' to an audience can evoke certain feelings and thoughts. Paradise is supposedly thought as a place where everything is perfect and relaxing, they are all positive thoughts. As the word has been used in the context of hair, it promotes their products in a really positive way. Hair is a very important aspect to the majority of females and it is important to find the right product that would suit all different hair types. The location of this setting is what I think is an interpretation and vision of what paradise would like if it were to be a real place. The surroundings are full of colours, especially pink and reds and flowers. The pinks and reds have connotations of love and lust, they are also very feminine colours which reinforces my point further that this advert is most certainly aimed at women. This point is evidently backed up quite obviously because they are advertising their female range of Herbal Essences products which come in a variety of different colours. The colours in the location also match with the colours of their range of hair care products, the location almost represents the brand image. The female in the advert is typically feminine looking, I could also argue that this could interest men basing it on the 'Male Gaze' as she is not wearing clothes in the advert, she has leaves covering certain parts of her body that are classed as 'intimate' body parts, therefore the argument could stand that this advert was made to also attract males through the use of highlighting a female's feminine areas. Moreover, they have chosen a female who has long and silky hair. Psychologically, an audience automatically thinks that just because this woman has silky hair and is starring in a Herbal Essences advert, they assume that she uses their product and that this is the outcome. This is a clever way of advertising because it would entice female consumers to purchase their products. 

Radio Ad #5 Tesco

I have decided to analyse a radio advert promoting Tesco's - I have previously analysed a couple of adverts that promote physical product and also a couple services. Tesco is a supermarket that sells products as well as provides a service therefore I thought it would be a good idea to analyse an advert that provides both and see if I can pick out any conventions that are different. 

Radio Ad #4 Children with Cancer

I have previously analysed radio adverts that are upbeat and happy adverts. I want to show that I have looked into a diverse range of radio adverts therefore my fourth advert I am going to be analysing is 'Children with Cancer'. This radio advert came out in 2015, it is a fairly new radio advert. What caught my attention first was the mellow piano music which set a sympathetic tone towards the subject. As this is a radio advert, just by hearing this music being played, an audience would automatically understand that this is a serious radio advert where the topic is not going to be a positive one. Moreover, this particular piece of music has been used previously before in Children with Cancer adverts, by using the same piece of music, you are enabling an audience to recognise its almost like creating a brand image. What entices an audience to keep listening during this radio advert is the fact that they have included voices of a range of children, this increases the sympathy factor levels by a lot as these children are talking about their experience with cancer and how by donating would help them and every other child with cancer a lot, it goes towards a great cause. This advert would mostly be more engaging for people who have children, women who are pregnant, particularly mothers as they have maternal instincts and feelings when it comes to babies and children. 

Radio Ad #3 - Alton Towers Scarefest

This is a radio advert for Alton Towers - Scarefest. This particular radio advert came out in October around the Halloween period. The man talking on the radio advert is acting as if he has experienced Scarefest at Alton Towers, I think this is an effective way to engage an audience as by listening to someone talk about their personal experience, it entices people to want to try it out more. They have not challenged any of the typical conventions of a radio advert but have challenged their theme - Halloween - they haven't used any spooky music to match their theme which I think weakened their radio advert a little. I know that it is advertising 'Scarefest' only because I have looked it up on YouTube, however if I was driving in my car and I was listening to this radio advert, I would not have assumed that this was advertising their theme park during the Halloween period. I only realised it was when the other male spoke about visiting Alton Towers during Halloween to experience their Scarefest. This is a negative aspect about their radio advert because an audience may not be engaged quick enough for them to listen long enough to realise what they were actually advertising and by this point, they may have already switched radio stations. Radio adverts are the hardest way to keep an audience engaged as it is not something we can physically see and as most of us hear radio adverts whilst we are travelling in the car, we are already a little bored and disengaged. A positive about this radio advert is that they used their typical theme music they use on every advert they have made/make. Their theme music is almost apart of their brand image now and is extremely recognisable. By using the same audio in every advert, audiences can recognise quickly that this is an advert for Alton Towers without actually being told first. This is a good way to engage an audience as if they are fans or interested in Alton Towers, they are more likely to not switch stations as it is recognisable. 

Radio Ad #2 - Mr T Snickers

I decided that I should analyse a range of different radio adverts. My first analysis was a perfume ad which is particularly feminine, I am now going to analyse the Snickers radio advert which is a very male orientated advert. Stereotypically, men have always been known to be stronger and more able to do 'male jobs' such as fixing things and participating in jobs that involve heavy lifting etc. The advert is a phone conversation between two men, one sounding very angry, has a low pitched voice and stereotypically 'male' sounding in comparison to the other male on the receiving end of the phone who has a slightly higher pitched voice and is well spoken. The other male is basically saying saying he needs to eat a Snickers to "Get Some Nuts" and do the job.What this radio advert portrays is that 'men are men' and should not rely on any help from a 'guide' or 'information booklet' to complete a job. In the ad, a male says "I suggest your use the fact that you are a man" "guys that got pride never relied on no guide" suggesting that being a male enables you to just rely on yourself because 'a man can do anything'. The chocolate bar itself is aimed more at males due to the slogan being "Get Some Nuts" therefore the radio advert reinforces that a Snickers bar should be eaten by males to remind themselves that they are men. 

Radio Ad #1 - Nina Ricci Perfume

As part of my research, analysing existing radio adverts is required. My first radio ad I am analysing is a perfume by Nina Ricci. It starts off with the song 'Unforgettable' by Nat King Cole, I think this was a good choice of song for a perfume advert because everyone has their own individual perfume scent and perfumes are quite a personal thing to someone. Due to the lyrics, it promotes the perfume as being particularly feminine, this is then reinforced when he says it is a 'classic french fragrance' - stereotypically, France is known as a city of romance and love and perfume can be classed as a sensual and seductive product. The lyrics 'unforgettable, that's what you are' link with perfume being personal and having an individual scent, almost being remembered by the scent of perfume you were wearing. I was surprised to hear a male voice talking in this radio advert, I expected a female to be speaking due to it being a feminine perfume and the perfume is by Nina Ricci, a female fashion designer.

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Radio Advertising

Advantages of Radio Advertising

• It provides close contact with listeners - most people listen to alone, for example whilst they are driving or running
• Listeners develop a strong relationship with their favourite radio stations
• It is less expensive than TV advertising as advertising on local radio broadcasts is not very expensive 
• Radio advertising is works as an everywhere medium

Disadvantages of Radio Advertising

• People do not pay as much attention to radio advertisements compared to TV advertisements - therefore the advert would need to run more than a few times in order for it to make an impact
• It is not visual, listeners find it very hard to engage 
• Short time frame to really sell your product or service 

Key Tips for Radio Advertising

• Cover all key points in an efficient and entertaining way
• Use informal language - write the way you talk
• Do not cram too much into a radio ad, it can become pushy and intrusive
• Include pauses as you would if you were talking to a consumer directly
• The music and tone of the ad should fit the radio station the advert will be airing on
• Persuasive language 
• 25-45 seconds long
• Diegetic sound

How powerful and effective is radio advertising?

Restrictions with Language

• Sexual/inappropriate content 
• Swearing is banned on all radio ads at ALL times
• Adverts promoting cigarettes 

It is important that I research into the restrictions on radio advertising - although they are similar to TV advertising restrictions, I must ensure that I do not include any inappropriate language within my radio advert. When planning the language I am going to use in my radio advert, I must ensure that it is persuasive but no t too invasive. I would like to engage with my listeners, using direct language such as 'us' and 'you'. This way I can create a relationship with listeners and they will feel more i involved. Additionally, I must not forget to always promote my product within the advertisement to ensure that I portray my message clearly. 

Advantages and Disadvantages of TV Advertising

As part of my secondary research, I have decided to look into the advantages and disadvantages of TV advertising. I have borrowed a book - "The Fundamentals of Creative Advertising" to help give me an insight into why TV adverts are so successful and also the pros and cons of producing and broadcasting an advert. 

Advantages:

• The ability to communicate with a large audience
• Tv advertisements attract attention quickly and generate awareness to viewers about a product or service
• You can decide to place your advert before a specific TV programme so you know that your advert will be watched by a specific target segment
• TV advertisements can include: audio, visual effects, colour, sound, drama and motion to ensure that their message is prominent and persuasive 

Disadvantages:

• Adverts can start to become intrusive - viewers try their best to avoid watching the advertisements which therefore makes the advert less effective as it is not being watched by an audience
•  Adverts are extremely expensive to make 

Advert Restrictions and Regulations

To be able to make a successful advert, I need to ensure that everything evident in my advert is safe to be seen by all ranges of audiences. Therefore, I have looked into advert restrictions and regulations to inform myself about what content I can put into my advert. By informing myself of these restrictions and rules, it will prevent me from making an advert that would not allowed to be seen by an audience.

"Advertising regulation refers to the laws and rules defining the ways in which products can be advertised in a particular region."

• In the United Kingdom, advertising content regulation is governed by the Advertising Standards Authority whereas in the UK most forms of outdoor advertising such as the display of billboards is regulated by the UK Town and County Planning system. Currently the display of an advertisement without consent from the Planning Authority is a criminal offence liable to a fine of £2500 per offence. In terms of TV advertising in the UK,  clearances are made before an advert can be aired on TV. A script has to be approved first once vetted for inappropriate advertising practices-- then the final copy will be submitted to get final clearance will be given. Without prior clearance, adverts cannot go on air in the UK.
• January 2nd, 1971 - adverts featuring cigarettes were banned from being aired on TV. If I were to apply this to my own TV advert, cigarettes would not be allowed to be used as a prop nor would they be allowed to be seen on screen by viewers. As I am not wanting to advertise an advert that features a cigarette, this will not be a problem or constraint for me. 
• In contrast to cigarette advert restrictions, the advertisement of alcohol products are permitted - however the consumption of alcohol products are not allowed to be evident in a television advert. 
• In the UK, the BBC is funded by a licence fee and does not screen adverts. The amount of airtime allowed by the UK broadcasting regulator 'Ofcom' for advertising in an overall average of 7 minutes per hour (off peak) - with limits of 12 minutes for any particular clock hour. Overall, this means that adverts are not to be shown too much. Moreover, the more successful adverts are not needed to be shown more than once to a viewer within the hour as they are more memorable - an audience will recognise the advert straight away whether it be a product or service. 
• Currently stating, there are rules and regulations that apply to TV advertising on broadcasted channels. Restrictions have been put in place to ensure that viewers are not exposed to too much advertising in one hour. As there is a restriction on how many adverts are shown within a time frame, I must make sure that my advert is effective and memorable to an audience the first time they see it.

False Advertising - is the use of false or misleading statements in advertising, and misrepresentation of the product at hand, which may negatively affect many stakeholders, especially consumers. However, it is illegal in most countries, however advertisers still find ways to deceive consumers in ways that are legal. 

Source - Wikepedia 

Advert Brainstorm

I have made a brainstorm of products that I am interested in advertising. I have picked a diverse range of products so I think about different audiences and how advertising each product would be different depending on the audience. In conclusion, the brainstorm has helped me to progress further in my research and has will help me make my decision of what product I am going to advertise.

Why were adverts made?

The purpose of adverts is to make a product or service known to potential consumers. Moreover, adverts ensure that consumers are constantly familiar with the product/brand/service which entices customers to continue purchasing from that company. There are many ways to advertise a product/service, for example: print, digital, radio, broadcast etc.

Through my research of looking into why adverts were made, I can clearly pick out that adverts heavily portray who their target audience is. For my advert to be successful, I regard focusing on my target audience a top priority as the most memorable and successful adverts evidently show their target audience. I also must consider my target audience before my planning process as it will allow me to create mood boards/storyboards focusing around my chosen audience range. 

Below I have looked at two adverts that focus heavily on one specific target audience: Female and Males. 

Herbal Essences - Take Your Hair To Paradise: Wild Naturals

 

2012 Snickers Commercial 'Get Some Nuts'

Advertising a Product vs Service

Advertising a physical product would be a lot more simple in comparison to advertising a service. I think this because depending on the product I choose to advertise, I would be able to choose how I am going to advertise it as it must link to the product I would be advertising. Moreover, I would be able to link my casting, setting, camera angles, lighting, miss en scene etc with the product. For example, if I was to choose to promote a shampoo product, the advert would stereotypically be made to entice female's to purchase the product. Choosing to advertise a product allows me to clarify a little easily how I would like my advert to look. 

Advertising a service would be considerably harder for me as I only have a short amount of time to really promote a service for all its great qualities. In comparison to a product, it's a physical item which automatically draws consumers in. With the use of specific camera angles/lighting, I would be able to show off my product to its full extent within my short time frame. Moreover, promoting a service would mean that I would find it hard to cater and adjust my service to a specific audience. With a product, I can really focus on my target audience, making sure there is a direct link between consumer and product. Additionally, my survey/questionnaire results would be more accurate, allowing me to pick out and deduce the feedback given. 

I would find it difficult to make a service look really great through the use of camera, editing, lighting and miss en scene as it would push me way out of my comfort zone. I only have a short amount of time to complete my final product and I feel I would be able to complete my coursework to the best of my ability through advertising a product.

Sponsorship Sequences

What is a sponsorship sequence? 

A sponsorship sequence is usually 15-20 seconds long, possibly shorter. The aim of a sponsorship sequence is to be able to advertise their product in a quick and effective way. Additionally, the sequence sponsoring the programme following, the narrative of the sequence links with what the TV programme is about. Celebrity endorsement is used sometimes to endorse the product - this is an effective way of promoting their product as consumers are more likely to watch the entire sequence if there is a recognisable face evident. 

Typical conventions used within a sponsorship sequence:
- 10 - 25 seconds long
- Not to contain too much of a narrative (too much of a small amount of time)
- Presenting the physical product to the audience
- Bright/contrasting colours
- Links with the TV programme they are sponsoring 

Music Video

Producing a Music Video is another brief that I could choose to do. The idea of creating a music video sounds particularly interesting however I think that I would find this brief the most challenging out of the three. I do not think that I will choose this brief to take on as I am extremely unfamiliar with how the process works for making a music video. Considering I only have a small amount of time to complete the brief, I do not think it would be a wise choice if I chose a brief that would be too difficult to complete in a such a small time frame. However, I am going to look at current music videos and a couple of previous A2 students final pieces. This will enable me to certify my decision about this brief.

Uptown Funk - Mark Ronson ft. Bruno Mars

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A2 Media Student