Television Advert Analysis (GC1)

LO1: Know about the structures and techniques of television advertisements.

You must cover all of the relevant terms below. Be sure to provide print screens to prove your points and evidence your correct use and application of terminology.

Embed the advert at the top of the post (or hyperlink an image of the video is not on YouTube) and then write about the following:

1. What is the ad for / what is the message?

• Be specific: eg, 'This ad is to introduce a new range of toothpaste called "Shine" to the market', or 'This ad is to promote the BT land line use instead of mobile phones, because BT are losing core business to mobile providers'.

2. Who is the target audience?  (refer to target audience throughout - it is vital)

• demographics (primary and secondary)
• psychographics (primary and secondary)

3. When was the advert aired / when would you expect it to be aired? 

• link to the BARB and TV listings and explain when it was on / when you think it would have been shown
• explain why you think it would have been shown on the chosen channel and at what time and link this information to the cost of adverting at the specified time.

4. What form does the ad take?

• Stand-alone or mini series?
• Mini drama or 'documentary'?
• Animated or live-action?

5. What style is the ad / what persuasion techniques are used?

• Humourous?
• Serious?
• Dramatic?
• Shocking?
• Fear?
• Surreal?
• Parody/intertextual references?
• Nostalgic?
• Solution to a problem?
• Hidden or overt messaging?
• self-perception / envy and emulation
• celebrity endorsement

6. Does the ad follow AIDA? If so, how?

• A - Attract ATTENTION: how does it attract the potential consumer
• Arouse INTEREST: 'low price', 'exotic location', 'recommended by experts', etc.
• Stimulates DESIRE: how does the advert convince the consumer that they want / need it? 'Be the envy of all your friends'.
• Promotes ACTION: how are the consumers guided to take action? 'Hurry, act now', 'limited time offer', 'as a professional X, I would say this is something every person should have', etc.

7. Discuss the characteristics of products / services:

• Benefits offered
• Advantages over similar
• USP
• Lifestyle appeal
• Brand identity

8. Who is responsible for regulating this advert (and all advertising) in the UK?

• Who are the 2 organisations that regulate advertising content in the UK?
• What exactly do they do / what are they responsible for? How are they linked together? 

9.  Analyse the codes and conventions of the advert's construction (lots of print screens needed here)

• Mise-en-scene
• Angles
• Shot types, framing & composition
• Camera movement
• Iconography
• Editing
• Lighting
• Soundtrack (music, sound fx & dialogue)
• Graphics
• Special FX