PASCAL PHILLIPS Analysis of a varied range of television commercials Different companies of different status or financial footage in the commercial industry use television commercials to advertise their products or create awareness for them. Various companies work on different budgets, and the amount of money they have to spend is a major part of how the advert will be presented. The budget often defines the aesthetic and technical elements to support the purpose of the entire advertisement.
The Guinness ‘Evolution’ commercial is an example of a high budget, high production value high concept ad. In fact, Guinness have done a series of adverts focussing on this particular concept, namely the amount of time it takes for a pint of Guinness to be poured and settle which they are utilising as a positive, reinforced by their slogan ‘good things come to those who wait! Utilising inversion or turning a negative into a positive, upending our perception of something as their advertising strategy. The Guinness advert is also perhaps referring to evolution as missing a very ‘important’ part of human life all the way through time, at least until now that being the Guinness. This gives the advert a very quirky, humorous style, which along with the pace of advert makes us the audience stay tuned to the advertisements attracting attention to the product.
On the other hand the Auto glass TV commercial is easily identified as low budget because of the very simple concept and basic nature of the screen action within the advert. This commercial uses a basic demonstration to get its message out, and that’s what makes it very effective to some audience groups such as mainstreamers etc. Sound plays a major role in the “Guinness Evolution” commercial. The non diegetic musical sound tract is ‘Rhythm of Life’ which is very catchy and allows the audience/viewers to remember parts of the advert as they seem to coincide with the screen action – such as, towards the ending of the advertisement, the humorous mud kip, and saying “bluhh”. Because of the humour, the advertisement remains in our heads, which will help the audience directly respond to the product Guinness, as well as allowing the creator of the advert to relate to their target audience, mostly male Mainstreamers, who as part of their profile it would seem just want to ‘fit in’. Moreover, the diegetic sound effects directly correspond with the commercial e.g. as the ice breaks in the video, the sound effect of ice breaking directly corresponds in sync on the advertisement. On the other hand Autoglass did not use sound so much, the only sound played to us the non-diegetic slogan, which is use very effectively because it’s played repeatedly, therefore signalling the brain to remember the Autoglass slogan. 1
In the Autoglass advertisement the Mise en scene is based on an actual real life road setting. Moreover, the only use of any other props is; vans, the tools and the character in the shoot. However, the Guinness advert uses a large range of props and settings. The props consist of the pints of beer several costumes and even the CGI generated scenery. The different props vary to fit the scenery. Firstly the setting is constantly changing from the beginning of the advert to the end, showing the process of evolution and how the world has changed over time. Guinness cleverly uses the rule of three, that idea of doing something three times meaning people remember it; repetition what do they do or show 3 times – tell us. Also the triangular arrangement allows the Guinness logo to be shown. How many times plus what does the formation do? What does it show?
Autoglass uses very basic type and angles to portray their very simple and basic advert, such as; MLS, CU, lots of MS, as well as LS. Yes but how do they use the shots – how do they use shots to show the product, to target their audience? On the other hand Guinness’s advert has been made to look played background in postproduction purposely creating that idea of tie going backwards. The lighting changes throughout the advert for example when they walk through the ice age the lighting is very bright. Why is this here? What does it add to this paint? Where should it be so it counts or says something?
However, the Guinness advert uses various complex shot types, such as; MLS, LS, ELS etc. Furthermore the creators use dynamic shots with panning and tracing. This causes the audience, not to lose interest and means they watch the whole advert, and perhaps are they persuaded. They use ELS to show the scenery/surrounding to help the target audience understand the point that time is going backwards. The effect of this, makes the target audience which are mainly lesser educated males, get a better understanding of the very fast paced advert, which the various dynamic shot types back up.
The difference in editing is quite visible as we watch both adverts. The Autoglass commercial we see has a very basic editing. However, they do try and spice this up a bit, as they introduce video filter on top of screen. The colour saturation has also been altered to give the image a warm effect, even to say they’ve just invited you into their grasp. Along with this smooth transitions from scene to scene give it that professional extra touch to make it a successful advert. On the other hand, the Guinness commercial uses a diverse range of editing tools to the maximum effects for very high production value advert.
The Cresta Bear advert is made by 2D line drawing, using cell animation techniques. The advert targets identification in terms of celebrity endorsement. The advert is about a bear, drinking the new ‘amazing’ drink that then goes into some sort of fit because it’s so frothy. The creators took full advantage of this by making 2-D bear act crazy and whilst doing so he says different celebrity signature phrases. The effect of this on the audiences leaves us wondering what that drink can do to us. However the Honda ‘Hate Something’ commercial is an example of a high concept, high budget, and high production value CGI animation advertisement. The creators have successfully produced an advert for all ages to enjoy. The advert uses global concerns such as pollutions that are coming from the old diesel engine and Honda is saying that they have found the solution and listen to the public cries and woes about the old diesel engine and that they have now created something completely new and environmentally friend for the world to rely on for years to come. Interestingly the advert appeals to aspects of maternal or paternal how they want a better future for their children to live and work in. I find this technique really helpful and powerful to use in my own advert because it’s a simple message told in a simple but extremely creative way. For example the child like theme of the birds singing playfully is genius because not only does it show it targeting older audience group, but it uses the guilt factor of pollution to enhances and make the Honda car seem almost a necessity.
The Cresta Bear is the main character in the Cresta advert. However, symbolically the bear represents a famous person plus various roles he’s played. Moreover, this is presented in a more creative way because, the voice appeals to older young people with sense of humour, such as when the bear says “WHAAHH”. The effect of this makes us the audience laugh because our minds automatically remember our childhood favourite cartoon characters and their famous catch phrases. This makes the audience minds stay engaged on the cheap looking advert because of the short-term humour that it brings. I find this a useful tactic because it exploits the fact that you have no money to make something graphical enticing, however you use humour as a worthy substitute for a low budget.
Sounds play a major role in both adverts and there are hardly any similarities. The voice of the bear is diegetic; this fits the creator’s purpose, to deliver something plain and simple. Whereas the Honda advert takes on a more quirky approach, with the non-diegetic soundtrack “Hate Something” that the animated characters on occasion look like they’re responding to, suggesting diegetic found a bit like an old musical film or a Disney cartoon. The Honda “Hate Something” adverts as a range of d different sound effects. For example, the non-diegetic engines. The creators purposely made it this way because; they successfully give a negative representation of all those old diesel engines. I personally think 3
they could have presented it better, because were not informed why the engines are bad; however I understand that the engine sounds and looks portray that idea to us. Furthermore, the non-diegetic soundtrack “Hate Something” uses its quirkiness, to directly address the audiences leaving us captivated in its creativity and charm.
The mise en scene I the Cresta advert is just a plain white background which suggests then creators want the audience to focus on the bear and the drink, hence the fact there are only two objects in the frame. In contrast to the Honda “Hate Something” advert where mise en scene is much busier and has a continuous use throughout the advert of the word ‘change’, as well was the word ‘hate’ within it. The using of these two words forces out brain to consider why we must be positive. (75% of sociologists say that negative words mostly have positive effects on us.) Furthermore the setting for the Honda advert is in a perfect animated countryside, the make believe of an ideal family world makes us. The lighting for the advert is artificial and over saturated to highlight the bright colourful surroundings. The effect of this leaves the audience in a more content mood, and perhaps actually wanting to buy the new engine, therefore achieving the entire purpose of the advert. The Cresta bear advert uses a static camera. This could be because they try to keep it simple so that nothing gets in the way of the advert delivering it very basic message that the Cresta soft drink is very frothy or fizzy. However, the camera angle changes when he falls, it goes into a low angle shot. This is the only complex shot in whole avert. It’s used just to keep the viewers’ attention. On the other hand, the Honda advert uses a variety of different camera shots, such as; ELS which they use effectively because they exploit their highly saturated, 1970s style cartoon musical background. However, the camera angles become more dynamic as the advert continues. We get introduced to more shots like the panning MS which just focuses on the dirty old diesel engines passing through the ideal cartoon land.
ing of the Honda advert is very complex and different techniques are forged into single sequences, the durations of each shot is very short and snappy, which pulls the audience along with the commercial. The increase in saturation gives the advert that Disney classic film effect, while the cross fade transitions represent a passing in time, again making the advert flow smoothly from scene to scene.
The main audience targeted for the Cresta Bear television advertisement is mainstreamers, because they are the people who would most likely just want to fit in with what everybody 4
else is doing and buy a popular branded product for their children. So if everyone is trying the new Cresta soft drink, they will automatically feel seduced to try it as well. Furthermore, the producers deliberately decided to target this audience, when they decided to create a character with popular appeal to represent their product. A chain reaction will take place and everyone will be talking about Cresta because of the bear character loosely based on celebrity. However the Honda advert is clearly directed at reformers because the advert is focussed on making the world a greener and more sustainable place.
However, the reformers target audience although financially sound isn’t usually that big, so they’ve also targeted audience wing maternal/paternal love and target parents because of the desire they have for a better world for their kids.
Ariel verses Ireland The Ariel is about how domesticity brings together family and togetherness as well as the quest for a pure clean. However, the message it give us is the sense that the ideal is completely rural and the domestic side of life, is the role of the female and purity is ‘while’. This reflects the inherent attitudes within western society towards gender and race reinforcing dominant id3eology. In contrast to, the Iceland advert represents the concept of the modern single parent family. The producers of the advert use Christmas as a brilliant example to home in on our weakness to want Christmas to be special. This is done by making their advert suggest it guarantees your family will have a great, “family” Christmas experience. For example the diegetic soundtrack “Baby its cold outside” brings a sense of nostalgia and togetherness.
This similar to the Ariel advert which also brings back the idea of family and togetherness. Sound pays major roles in both adverts. The female voice in the Ariel advert has a very soothing and calm voice. She narrates most of the advert keeping the mood calm and toned down. The diegetic sounds like the child who breaks off icicles, making a cracking and snapping sound further represents the idea of purity and nature. This reaffirms the whole purpose of the advert. Ariel is a cleaning product and the sounds presented suggest target audience.
In contrast the sounds from the Iceland advert is performed in the form of a musical, the majority of the sound in his advert is diegetic, even the song as it appear to come from the world in the film. The family Christmas party that all the celebrities attend.
The mise en scene of the Iceland advert consists of various colours and bright lights, which links to the theme of Christmas spirit. The effect of this leaves the audience with a warms, fuzzy feeling which allow us to react positively towards the advert and so to the product it promotes. Even so the whole setting represents the perfect white Christmas, considering the snow outside and the perfect food perfectly lay out on tables. This advert plays on the human weakness of gluttony and it does this through all the food it shows which looks perfect. Every piece looks the same, no piece looks miss sharpen or deformed in anyway.
The Ariel advert follows a peaceful theme of winter/spring and the natural soft lighting works perfectly with the setting, background and the small ideal rural world they have created in the advert. The colours are all natural pure, fresh colours such as green, white and with natural lighting the work to suggest the pure freshness of Ariel. However, this could be deemed covertly as racist due to the association lack of any black actors. For example, lime being squeezed by a little white blond girl, represents innocent, whereas if it was a little black girl, would the idea not be the same?
The cinematography in this advert is varied starting with wide angle, establishing shots while panning before cutting to a medium close up with the character to the left, before going into a low angle 360 rotation just like a washing machine would with the white cloud shown perhaps representing a piece of clothing, suggesting graphic match. There is also a close ups of a little girl spinning a line. In the Iceland advert in the main shots are a mid shot to show the whole of the table, and close ups on the main characters or celebrities faces to show reactions and facial expressions as the food appears before them. There is a main close up of all the food types on the table to show the size and quality of the food.