Structure Of Adverts

Introduction To Adverts

Advertising to used to promote products to the viewing public. Adverts come in many different forms. I am going to focus on the adverts that are shown on the TV. The reason companies might choose to make a TV advert because almost everyone has a TV in their home, and some homes have multiple televisions. Television also it makes the product look better. The first TV advert that was shown on TV was in America in 1941 and it was to advertise a watch maker. 

I am going to be looking at how structures of adverts have developed over the years from the first advert that was shown back in 1941. This advert is black and white, the advert is very short, simple and plain. It lacks sophistication of modern day adverts but will still in form the audience of the product.

Also I am going to be looking at the different strategies that adverts use to promote their products.

The first advert structure that I am going to be talking about is:

Narrative: 

A narrative advert is an advert that has a story to tell. It will have a beginning, middle and and end. A narrative is a name for the story itself. The structure of the narrative is a reference to the ways the story is told. There are lots of different ways of telling stories and therefore lots of different narrative structures.

I am going to look at the advert made by Halifax which is advertising and Home Finding App.

This advert uses a music strategy in their advert. The song that they use is "I Want To Know What Love Is". I think this song is a good choice of song because the lyrics in the song relate to what the advert is saying. The line 'I gotta take a little time A little time to think things over' fits into the advert really well because the couple who are viewing the houses seem to take time for them to find the right house for them, also the lyrics are speaking the couples mind. This is a good strategy because it makes the advert more realistic to the audience and can relate to them. 'Now this mountain I must climb' This line shows how finding a home can be tough. Climbing a mountain takes time and effort, this advert is showing that finding a home will take time and effort but in the end you will reach the top of that mountain and love what you find.

Non-Linear Narrative:

A non-liner narrative advert is an advert in which there is no order, a non-linear narrative will have a beginning, middle and end but the layout may not start with the beginning therefore it is not in chronological order.

I am going to look at the advert that is advertising Guinness.

This advert uses a music strategy. The song that they have used is like a dreamy music. Also the cloud that is floating around which was suppose to of came from the sea makes the advert look dreamy as people often use clouds for dreaming. The whole theme of the advert is slow and steady, everything seems to move smoothly like nothing could go wrong. Also throughout the advert the voice over refers to the cloud of a 'He' this is like personification as you don't really associate humans to clouds. This gives the impression that the cloud is new and got lost around the city, this makes the cloud seem venerable. At the end of the advert the cloud crosses over the sea and the advert reveals what it was all about, this has created suspence by not showing what the advert it is until the very end. The advert is about Guinness. Also there is the visual link between the cloud and the top of the drink of Guinness.

RealistRealist adverts are based on something that does occur in everyday day-to-day life. There is a 'problem' and the product will offer a solution. For example, toothpaste and shampoos. These types of adverts are normally adverts that have hardly any computerised effect as they are not needed. Realist adverts normally relate to the audience as they are usually everyday common products.

 For example this shampoo advert will clean your hair and give your hair a shinner look.

Anti-realist
Anti-Realist is a type of advert that will be dream like, it is impossible to happen. This is called Surrealism whilst can be based on dreams or nightmaes. CGI and animation makes the advert more interesting and exciting but you cannot relate to real life. For example Argos are using blue aliens to promote their products.

The aliens in this advert add humour and could attract children to ask their parents for the latest products. Also Argos could be saying that if you didn't understand what the product is about and if it is a bit alien to you, they will help you to understand the product and make it simple. There could be an intertextual link with the film ET as it is an alien coming to Earth and needs help.

Animation
This can be based on reality but made using CGI to create something that is not seen everyday, it allows people to show a different vision, one that will be remembered and can show the exact concept that companies wanted for their product.

This whole advert has a feel of a computer game like Grand Theft Auto. The advert has used CGI thought the advert this is what gives the advert a game like theme. By using CGI they can almost create anything they want in the advert. The voice over says 'Can you feel it' This suggests that you can't feel the thrill unless you go and get the thrill yourself. This will make the audience want to buy the car. They have made the advert look like a computer game in order to attract to young men. The colour red is associated with red, love and also speed.
The music used is Je Ne Regrette Rien, which will encourage people to get what they want and have no regrets.

Celebrity Endorsement
Celebrity endorsement advert is when they use different celebrities in order to promote their products. By using celebrities the audience will want to see what the product is about and will want to go out and buy that product.

The advert uses a celebrity who is known as Cheryl. They use this choice of celebrity because when woman see the advert and see cheryl using the product they will automatically assume they will become like her. Also because Cherly is rich and famous they believe that by using this product they will also become rich and famous. This technique is good because it is like they are trying to hypnotise the audience into buying the product.