An analysis of a varied range of television commercials Intro In this essay I will be exploring the various techniques and methods advertisements use to portray a particular message.Advertisements are changing, aesthetics and technical elements are beginning to develop the basis of adverts . for example cinematography is the exploration of camera angles and different shot types. WhereasMise en Scenelooks at the ‘setting and props’ in an advert. In order for target audiencesto perceive what is ‘really’ intended by the makers of the advert, they would need to understand the formal elements that make up an advert, which are listed above. Guinness advert- Sun bingo advert Firstly, The ‘Guinnessevolution’ advert is a high budget top of the range advert.The concept of this advert is that mankind has had to pass through many agesand generations to taste the goodnessof Guinness. Whereasthe ‘Sun Bingo’ adverts’ concept is to promote a game by using techniques such as ‘avarice’ and ‘gluttony’ which are exploitations of human weakness. The Guinnesscommercial also utilizes the power of three within its graphics. At the start of the ad there is an extreme close up of three men drinking Guinness,but the closing image of the ad is a formation of 3 pints of Guinness,each of which is at a different stage in the settling process.As this is the last thing the audience sees,it reminds them of the product once more. On the other hand, the ‘sun bingo’ advert is simple yet the concept is to promote a game that will feature in ‘The Sun’ newspaper. Compared to the Guinnessad it is very different in terms of the way it portrayed for example the text is on a cheap white backdrop with mini windows of people speaking abouit the game. In contrast Guinnessfeature the waiting time prior to a pint of Guinness being ready to drink in most of their recent ads, ‘surfers’, ‘evolution’ this use of inversion, turning a negative into a positive, turning our perception of something upside down is something that has really worked for the brand with contemporary audiences. Not only is the product still popular, but the tv ads using this concept have won many an advertising award. Cresta bear- Honda animation Firstly, the Honda ad is at the top of its range, which suggests that THE
PRODUCTIONTEAM HAD A LOT OFMONEYTO WORKWITH. Whereas the Cresta bear advert is a simple 2d animation. The main concepts of this ad are: intertextuality, conformity, avarice, and identification, Celebrity Endorsement. On the other hand the Honda ad focuseson the life of a Honda engine, the advert is very clever in doing this as it tells a story of a Honda diesel engine through a story type theme. The advert usesthe consumers’ concerns about pollution levels and the environment to persuade viewers that Honda is cleaner for the world. This in effect encouragesthe audience to act as it is for a better cause. The colours in the advert are very happy and cheerful which is a complete contrast in terms of the concept of the ad which is removing all harmful sources from polluting the environment. Idea of security- The makers have purposely set the advert in a friendly, happy, green environment to enhance the concept that they listen to viewers and users of to apply the necessary changesthat have been suggested. Love- again, the fact that the ad has been set in a friendly environment suggests to those that care for the environment that by making a new environmentally friendly engine shows the love for nature. Links of a cartoon- a possible reason the makers have created the advert in 3d animation style, suggests that they had everyone one in mind for example, children this is a clever technique as children will relate to the advert which will encourage parents to watch the advert aswell. In contrast, the Setting and Colour as this advert is a 2d animation the colours are very limited although some colour is introduced when we are introduced to the cresta ‘drink’ at the end, which shows some significance becauseit immediately tells us that it is the most important and is the highlight and central focus of advert. Love. Again, the fact that the production team has opted to use a bear rather than a tiger suggests they want to keep the ad friendly and happy becausea fearsome tiger may scare off young children and the more responsive target audience. Links of a cartoon. Becausethe ad is funny, cheerful and cartoon like, younger viewers or children will be able to relate to the advert more which will urge to imitate the bear in the commercial and want to buy the product. The commercial is also interesting in terms of the way it has been made becausewe would not really seea 2d animation advert these days simply becausethere are more advanced and better ways of advertising.
Whereasthe Honda ad includes the old perception of noisy diesel engines of the past is reinforced in the mise en scene by the bunny rabbits wearing ear muffs. When the new diesel engine appears not only do the rabbit characters remove their ear muffs but their is a gap in the soundtrack for us to ‘hear’ the silence of the new Honda diesel engine.
Ariel ad- Iceland ad To start with, the advert starts clearly with an extreme long shot of the hills which then over looks the village, since it is set on the hillside overlooking the village it obviously represents family togethernessand happiness. The advert then goes into a medium long shot of a woman dressed in pure clothes looking up at the ‘purity’ of the sky, which works in connection with the product ‘Ariel’ as it is clean and fresh. On the other hand the Iceland ad pans around the set and tracks around a lot, which helps the audience to grasp each aspect of the advert which the product is bringing. The concept of this ad is in a senseto target ‘young mums’ who are in an unfortunate position. The fact that they have set the advert at Christmas time also represents family happiness and togethernesswhich in effect would help the spirit of ‘young mums’ The mise en scene consists of various colours and bright lights, the theme and atmosphere cleary links to the Christmas spirit, this leaves the audience in a positive happy mood which suggests that the advert and the product is doing what is needed and required of it. In connection, the Ariel ad in a sensealso does this does as the woman is seen hanging fresh white sheets on a washing line, which represents care, love and comfort for the family and in a sensethis is also what the product is doing becauseit is caring for our clothes. The fact the advert is set in a warm cosy house with lots of food and treats suggests that Iceland has bargains for everyone and every season. Also the sound in the advert is very important becausethe actors are singing along ‘baby its cold outside’ this gives the advert a senseof fun and joy to it.