ASSIGNMENT A : Television Advert analysis

Advert 1:

Pedigree dog food 2013 advert:

Form:

This advert is very realistic, the product being advertised is Pedigree dog food. This advert is very realistic because the situation seen within this advert is unfortunately very common in modern society with owners not treating their dogs well or not having the money to properly look after them. The form of this advert could also be seen as a documentary because of how informative this advert is, this is created using an narrator that informs the audience of what is happening within the scene, comparing the start of the advert where the dog and situation is sad to the ending where the dog and situation are happy.

Style: 

This advert is very dramatic because through out the entire advert there is no hint at humor. This is due to the whole format of the advert which is to give a serious point of view of the devastation to dogs that similar situations to this cause.

Selling techniques:

This advert creates a memory of the product because the logo and company name not only appears in the middle of the advert but at the end of the advert as well which therefore means the audience are more likely to remember the product and associate it with the adverts theme and slogan "for rescue dogs nutrition is the first step to a brighter future." This therefore would make them rethink the situation of their dog and so may buy Pedigree's dog food for their dogs nutrition.

This advert creates an emotional response because the audience feels sorry for the dog and the poor situation it is living in, when the dog is rescued the audience becomes happy for the dog and are glad it is no longer in the previous situation. This advert also creates an emotional response because of the non-diegetic music being played. Throughout this advert the pace of music changes, when the dog is in a sad situation the music is distressed and when the dog is rescued the music becomes more upbeat, this therefore provokes an emotional response because the music makes you feel bad for the situation the dog is in.   

Technical methods: 

Firstly an establishing shot is used to show the location of where the advert is taking place. This first shot enables the audience to start thinking about what this advert may be about. Using Mise-en-scene you can see that at first glance the dog is living in a bad situation, this is due to the animals posture and that the location is a small back garden which you could associate with council states or cheap housing. This would leave the audience to imagine what may happen next and what type of advert it is. This image also holds a few items that should not be outside such as the chairs, this could suggest that the owners of the dog are unorganised and that therefore may be a reason why the dog is in such a horrible situation. 

A close shot is used of the dog while it is still in this helpless situation and shows the emotion and how sad the dog is when living in the poor situation, this is shown by the screen shot on the left. Later in this advert when the dog has been rescued a similar shot is used , shown by the screen shot on the right, this shot is also a close shot and is similar but now the dog is happy  and this is shown by the different facial expression and posture to the other. This shot shows happiness. 

<==Sad Dog            Happy dog ==>                                                        




                                            

When the dog is back to a good health and is training, the camera pans and follows the dog as it runs toward the supporter. This is done to show how happy and at peace the dog is now. This is shown by the screen shot below. 

                

Editing

This advert uses slow pace cuts at the beginning to show how sad the dog is and how the cruel the situation is that the dog had been living in. This sadness allows the audience to feel sorry for the dog and its environment. When the dog is rescued the editing pace picks up and this shows that the dog is happy due to the in living situation and care.

Lighting:

At the beginning of this advert the area the dog is living in is shown with very cold and dark colours, which indicate the bad time the animal is having and how it is being treated. When the dog is rescued the lighting turns warm and very well lit which indicate the good time the dog is now having and how happy it is.

Video Link:://www.youtube.com/watch?v=LDNZZ5nCNGg

Advert 2:

Ribena Summertime 2011 advert:

Form:

This advert is very much a anti-realistic advert this is due to the animation bringing alive blackcurrants, giving them personalities and making them human like. This is anti-realistic because in the real world what happens in this advert is not possible, such as the berries walking.

Style:

The way this advert is created in a very humorous way, especially towards the age category of children which is the main target audience for the product. This is made humorous by the way the blackcurrants are designed with the face having big cartoon like eyes, and silly personalities which is shown when they constantly bump into each other.

 Selling Techniques:

This advert creates a memory of the product because of the use of non-diegetic upbeat music. This is playing a repeating memorable riff which would remind the audience of the product when next heard, and would also get stuck in the mind of the audience causing the audience to think about the advert more often. This advert also produces a memory of the product because the animation and layout of the advert highlight the overall silliness and humour of the advert. 

This advert creates an emotional response because of the mix of the music, animation and personalities created from the blackcurrants,the advert makes the audience  feel happy due to the very positive, friendly emotions found within the advert. This advert uses a hidden message. This hidden message is that drinking Ribena will give you the feelings that are shown by the animated blackcurrants, allowing you to become unquestionably happy. 

Technical Methods:  

Camera pans have been used to follow the blackcurrants and show where they are going. This technique is also used to show a comparative height difference between the blackcurrants and surrounding objects. This then gives the audience an understanding of what the product being advertised is. 

Close up shots are used at the end of the advert to show what the product being advertised is.A long shot is used to see the blackcurrant fly into the distance, this is shown by the screen shot below. The use of this gives the audience an idea of where the berry is going. 

Smooth quick cuts are used in editing which gives the illusion that it its one consecutive clip.

Lighting in this advert is warm coloured which suggests the heat of the sun where the blackcurrants are grown.

The advert uses very bright lighting which shows the happiness or friendliness of the blackcurrants and how this advert is family friendly.

Characteristics of a product:

At the end of the advert the company logo and the product are shown in the centre of the screen to clearly show to the audience what the product is.

The text, colour and overall tone of this advert are very friendly and produce a positive feeling to all viewers.

Video Link: https://www.youtube.com/watch?v=PjINI7nql3E

Advert 3:

Skoda Fabia 2007 Advert - cake car.

Form

This advert is a realistic advert, this is because everything that happens within the advert is normal and could happen within a normal day at a bakery. The idea of people working together to make a certain project is very realistic because, normally big projects are worked on by a group of people not alone. However this advert could be anti-realistic because the idea of the car being made from bakery ingredients and the idea that a car of that size is made from cake is unlikely and farfetched. 

Styles

The advert is created in a humorous and surreal way. This advert gives the nostalgia to those of the audience that are older back to the days where they may have gone to the bakery for fresh foods in their past, especially because of the non-diegetic music being played which is a song that was made in the 1960's. The reason the advert is humorous and surreal is because the advert is based on bakers creating a car cake which to some audience members could be funny or weirdly creative.  

Selling techniques 
This advert uses life style appeal to link the product with the audience. This is done because some audience members could relate with the product because of the advert making the car out of bakery ingredients. Which to some people could be a hobby and therefore may consider the car because of its relation to the advert and life style appeal.Because this advert is based around a cake car, younger members of the audience may find it interesting to watch and therefore may pester their parents to buy the car so the children feel like they did when watching that advert. 
This advert easily creates a memory for the product because of the unique way the advert is created. After watching this advert the audience would now associate the car with baking cakes.   

Technical methods 
As shown by the screen shots below, this advert uses several close shots to show ingredients being used in the making of the cake. The reason these particular screen shots are being focused on is to give examples of the ingredients that are being used and gain the attention of the audience for watching the advert as they would become curious and wonder whats happening. 






    

The screen shot below shows a close shot of the engine of the car created out of cake, this would have been done to show the cars benefits whilst keeping to the theme of the advert.

The editing pace of this advert is quick this is because the creators of the advert wanted to show the audience how energetic and enjoyed the product being advertised could be. 

This advert is very well lit, which suggests a homely feeling  this relates to the advert because when you eat bakery products as seen in the advert  you would get a similar feeling. This also links to the product because the car may give that homely feeling as well.   

Using Mise-en-scene i can see that ,in the screen shot that follows, the uniform worn by the bakers is plain and shows formality in the style of a dinner lady. The reason why the uniform is plain and has no writing or labels is so the uniform does not attract attention from the product being advertised. From this image i can also identify that the product being advertised is a Skoda due to the logo mounted on the front of the cake car. 

   

Using Iconography i can can see that from the screen shot below the baker has a wedding ring that suggests that she is married and has a family, this therefore further suggests that having this car will mean you will find someone special for you , get married and become very happy.

Video Link:://www.youtube.com/watch?v=WhfEGKc7PLQ