Demonstration

In this style of advertising we find that there will be a demonstration of the product against a competing brand. The reason for doing this is to generally show a wide audience that the companies product is the best out there, therefore the viewers should buy their product instead of the competitions. These styles of adverts are used with many different products, like fairy liquid to even some car adverts.

The advert opens with mid shot this instantly establishes the audience with the actors; furthermore we are able to see the setting of the advert. But even though the actors have been brought to the for ground it is clear the adverts is about a bounty product due to the packaging being centralised at all with the actors marginalized allowing the audience to directly see the product at all time. The editing directly goes to the a zoom and tilt this forces the audiences attention to the spilling of the coffee, which allows for Bounty to be introduced and clear up the mess. There is dialogue placed over the top, "that’s why I switched to bounty paper towels they absorb faster than any other leading brands" in addition to the dialogue, a match cut creates a smooth transition between a two shot to a close up. In conclusion to this technique the director forces the audience’s attention on how good the product is at cleaning up the mess, but also demonstrates how effortless and easy it is to use the product. Therefore the advert up to now has been very effective at demonstrating the products ability to the audience, the director has done this using lots of close up’s to connote the products effectiveness, but in addition to this dialogue is used to further connote how good the product is. Mise en scene plays a very important part in this advert as the product placement within the first 20 seconds has been in the centre of the back ground in every mid or medium shot, this constant recognition denotes that the advert is solely about the product not about the characters who are generally marginalized.

The director in the first 30 seconds or so has used a series of techniques to make the advert flow and feel smooth this has helped to connote meaning into the piece. In the demonstration styled advert I feel that the director uses the reception theory to his advantage, he does this by creating a sense that the product is far better than in real life, by using a series of close ups and smooth transitions the audience is forced into believe the product is amazing.

Between 20 and 40 seconds is where the main demonstration of the advert takes place after the attention grabber used at the start, therefore this demonstration is being used to connote the bounty’s quality over a competing product. A shot reverse shot is used to make the dialogue more fluent however it forces the audience into only listening to how Bounty is better than a competing product, this is a clever way of keeping the audience focused on the product additionally doesn’t take up much time for a short period of time. When the demonstration takes place we find that mise en scene is used so that the cuts are the centre of attention in every way possible. The director has done this by brining in artificial lighting on the demonstration this makes the test even clearer and in your face than it would be left with the standard lighting. Furthermore the demonstration remains in the centre of each shot connoting its importance to the advert. The demonstration is made even clearer due to the editing as the director adds text over the top of each cup to clearly denotes the difference between the products making sure there is no confusion between the two. The demonstration clearly denotes that bounty is better than the competing brand, but Nancy who’s doing the demonstration clearly does a talk over of how bounty soaks it up better than any other leading brand. As this is all talking place at the same time the audience can only see how bounty is better and are forced to think that it is the best product on the market and you cant buy better. This is further connoted via a close up which doesn’t allow for the audience to see anything else but the demonstration.

From around the 40^th second Nancy demonstrates bounties strength, where a high angle medium shot shows that action of her wetting the paper, and then placing a full cup on top, whilst this happens a the director zooms in making it seem more impressive. However using the zoom also makes the audience only view what the director wants to this allows them to connote meaning and importance quickly. Editing is important in this end section with motivation and match cuts used to make the shots flow together but also to flow with the dialogue this is a good technique because the audience receive a lot of information within a small period of time but also in some what can saturate the audience by making them think how soupier the product is.  To end with the Nancy finishes the advert off by saying bounties slogan, “ Bounty the quicker picker upper” this is a good thing to end with as it’s the last thing the audience will think of, but also due to the catchy punch line it will make the audience remember just that bit but it would be enough to remind them and possible help convince them to purchasing the product.

The demonstration has taught me that I am going to have to use all of the skills and techniques I learnt last year to get as much as I can in the small period of time for the advert. However I am not just going to have to use what I have learnt but I am also going to need to learn new skills to help me for fill the task of creating a advert. Additionally the demonstration advert has taught me that every technique is used to make sure that product has the maximum amount of screen time but also the transition are fluent making sure the audience is constantly being informed about the product and being convinced how the product is the best of the market and you should purchase the product over its competition. Therefore I need to look at some more adverts and maybe some different types to see if they all use the same techniques to grab the audience’s attention and to sell the product or inform the audience. Finally I found that the shot angles within this advert where similar with no real variation, varieties of shot distances was the only thing that could connote the product supierty, but I think different angles for example low angles would help show the product supiorty over the other product. I want to look at different adverts and see if shot angles are used to create meaning and how. 

History

The advert starts of with a long shot of a child riding a scooter, the director also uses a pan, and this could imply that it is someone’s POV watching him go past. This becomes more noticeable as the child is constantly centralized and has a extremely happy and excited facial expression throughout the whole time of the shot. The cut is used to create a juxtaposition of another boy with the same scooter however it is dirty and grimy with a close up being used to denote this. Additionally he has a very unhappy and sad facial expression in comparison to the other boys, but also the fact the two shot are in roughly the same position and the use of the transition denotes the change of location but keeps the continuity of the unhappy child. Fairy liquid is then introduced to clean up the dirty plates, it then cuts to a close up of the fairy liquid packet, which is brought to the foreground to connote its importance over the rest of the advert. There is also a voice over, over the close up explaining the tab and the beneficial features that it offers. The mums hold the product up into the air, as if it is a triumph this is because the audience sees how dirty the dishes where before hand and now how the clean the dishes are, a mid shot captures this as denotes the tablets cleaning power. Additionally the voice over comes into again, as it explains how the tablet also cleans your dishwasher.  There is a jump cut to a medium shot of he child suddenly smiling and being happy as he can clean his scooter. The non –diegetic music over the top, “everything sparkling clean” this is what makes the child happy and allows him to think about the possibilities of the tablet. To finish the advert the fairy liquid is edited onto the screen where it is centralized and in the foreground making it the last thing the audiences see but also the most important thing.

Overall the advert is goo to get the audience into thinking about how good the product is about cleaning the dishes. However it uses a lot different techniques due to using a bit of a story line and theme to the advert instead of being direct like many other adverts. It uses many good techniques such as editing to make the voice over and shots seem seamless and create continuity. 

History

The advert starts of with a close up, there is no use of the long or medium shot to set the location, it is much more direct than that. A mid shot of a small child captures her finishing making a cake, then telling her mum she wants her hands washed up, this then leads onto "bubbles are nice aren't they all soft". I think that this dialogue has been said because it is imply the product is also friendly to us, this could then further connote into the product being more than just a washing up liquid but it is also user friendly. Whilst the mum is talking over the top about the fairy liquid product, the director cuts to a close up of the product, it is also centralised this connotes it's importance to the advert, as no one or an object has been crentralised yet therefore it further connotes the importance. Over the to of the close up you can her the mum "helps keep my hands soft when I am cleaning" this is something many people would have found very important as not many people owned a dish washer therefore they where having to do the washing by hand this meant that it was more important to have a washing up liquid that also helped keep the users hands nice. There is dialogue about having soft hands soft plates, but the mum then talks about lovely clean plates. So throughout the advert the audience is constantly reminded about the good points about the fairy liquid even though it is not directly spoke to them like in a presentational advert, it is more general and implies meaning. However when the advert begins to come to an end non – diegetic sounds have been added, a soundtrack is used. This has been done directly over two close ups, one from the soft clean hands to a close up of a fairy liquid bottle. A fade in was used so that these two shots were obviously linked; this connotes to the audience how the fairy liquid can also make hands soft as well as cleaning plates. Then the advert finishes on the close up which for several seconds this leaves the audiences thinking about the product.

Overall I think that this advert used a lot more dialogue than many other adverts of modern day, this could be because of the technological differences. However I found there where not that many different shots used it was a lot more heavily on dialogue than I expected. The advert was a good example of how powerful the dialogue can be this is because this is because it all that they really have to rely on to imply and connote how good the fairy liquid product is. 

Radio Adverts

10. Production value and voiceover talent. 
Contrary to popular belief, these are not the most important element in great ads. Yet they are what clients often use to determine whether they "like" an ad. From the data we've collected through ten years of testing radio ads we've found that there is very often an inverse relationship between production value and ad performance. Yes, that's counterintuitive. Production value shouldn't "hurt" response, right? There are a number of possibilities for why this is true. Maybe good production value distracts ad developers from the right amount of focus on great copywriting. Or, perhaps good production value creates an ad that is so "slick" that it doesn't stand out. As SethGodin puts it "perfect is boring".

Nonetheless, production and voice are still important. Production must enhance believability, catch attention, and ensure the message can be ingested by the audience with minimal effort. And the voice talent's read must be evaluated for it's non-verbal communication, not just what the words mean as they're strung together.

9. Distinctiveness of the offering. 
The greater the "me too" factor, the lower the potential for the campaign. If your product is another of the hundreds of weight loss products or diets, then you're likely going to have a difficult time coming up with something new to say to people. Distinctiveness applies not just to the product benefits, but also to the creative approach, the offer, and any other element of the campaign.

8. Effective use of the interplay between emotion and logic. 
There are points in the ad where emotional appeals are appropriate, and there are other points in the ad where logical appeals are potent. Few people make a purchase decision based solely on one or the other. Quite often we're "reeled in" with emotion, and just before we buy we look for a logical reason to rationalize our emotional decision. Successful radio ads recognize this dynamic and flow accordingly.

7. Articulation.
There are a number of different ways to express your message. Any one can get the message across. But only one is the optimum formula that presents the combination to the lock on the door of your customers' minds. Changing just one word or a few words in an ad can have an amazingly large impact on results. We've seen this over and over again - some key insight that produces a small copy change that dramatically boosts results. Or the opposite. Articulation matters. One of the biggest mistakes we've seen is using wishy-washy, non-specific language. Saying something "Product A is designed to do X" is not as strong as saying "Product A does X".

6. Simplicity. 
You have sixty seconds. Packing too much into the ad overwhelms the listener, triggering the natural cognitive processes that minimize sensory overload. Leave the kitchen sink in the kitchen. If the kitchen sink is what's so impressive about your product or service, then at least test a focused approach next to it so you can learn which performs better.

5. Use of sound elements to enhance the message. 
This is radio. The theatre of the mind. In TV you can just show someone. In radio, you show them with sound. It's both a burden and a benefit of radio advertising because it's both harder to do but more impactful when done well.

We've separated this from #10 because we're not talking about a slick production value, rather the use of a specific production technique to help the ad stand out. This can't be done at the last minute. Use of sound must be considered as the ad is written, and the use of sound that is irrelevant or detracts from the believability of the spot is a detriment to ad performance.

4. Authenticity.
This is hard to do because we're so conditioned to look outside our business for clues as to how to succeed. The result is inauthenticity. Me-too-ism. All things to nobody or nothing to everybody. The best radio ads flow from an authentic connection to a product or service's uniqueness, passion, and identity. Authenticity is influential, believable and enhances credibility. It is also a differentiator (unfortunately). See ourblog posts on this topic for a lot more about authenticity in radio advertising.

3. The offer. 
As with nearly any direct response advertisement, there must be a call to action that is relevant, compelling and simple enough to grasp quickly. Relevant means it matters to a potential customer - it reduces my risk, makes picking up the phone a no-brainer, or gives me a reason to go with my emotions instead of my logic. Compelling means it has a "wow" factor. As in, "wow, they must really believe in their product to do that. And simple means it's ... not complicated. It doesn't make me stop and think too much. It doesn't confuse me with language that's spun to sound like it's a great offer but really isn't. One insight is pivotal here: the business model must be built with the potential offers in mind. Think about it - you can't make an offer in an ad that you can't afford to make.

2. The opening attention grabber. 
The first impression of a great radio ad must provoke a desire for further exploration. If not, the radio ad will be categorized by the brain as the same old noise it always hears. And it will be blocked out - a victim of the cognitive processes that ensure we don't experience sensory overload. The challenge of grabbing attention is huge. Don't underestimate it. This is a difficult thing to do. Why? Because we're all bombarded relentlessly by huge number of other advertisers who are trying to do it.

One way to think about this is 'don't bury the lead'. Make sure that the most impactful aspect of your ad is expressed early on. Don't wait until 20 seconds into the ad to make your first point.

1. Benefit orientation. 
One of the biggest mistakes made is assuming people care how something works before they care what it does for them. You must only say how if the what is so incredible that you need a "reason to believe" in the ad - and then you do it in one sentence or less. Clients seem to love the how, but it typically doesn't sell.

The ad must answer the question: what's in it for me? How will it impact my life in a way that I think it will make my life better, happier, or easier? This requires understanding and tapping into the fundamental human beliefs around these topics. A product that prevents a problem I don't yet have? I don't care about that because I have current problems that matter more to me. Prevention doesn't sell. What does sell is something that solves my problem quickly, safely, better and more conveniently than anything else. If you use your 60 seconds in any other way, you're wasting time.

http://www.strategicmediainc.com/radio-advertising-articles/the_top_ten_keys_to_creating_great_radio_ads.html

I found that this was a great page on Radio Advertisements, because of the detail used in the article i was able to get an idea of what i would need to do to attract the audience of advert. However i think i need to look into more detail of previous radio adverts and then others that are similar to my project and topic.

Tips

I found that this was a useful video because it broke down how Ads target their intended audience, and what techniques they attract the audience and then sell their brand to who they intend t sell a brand to. Although this part of my research is to be done a bit later i felt that i needed to build up some form of understand about how to target my audience and how this will help me look at the codes and conventions of a Advert.

Tv Sponsorship

TV sponsorship is a great way for brands to become associated with a particular piece. It is particularly effective if the content is relevant to the brand and if the sponsorship deal is for a long period. Sponsorship has become a very important part of many brands' long-term campaigns.

The stronger the relationship the viewer has with the programme, the more effective the sponsorship will be at driving these emotions towards the brand. Fans of programmes are more likely to also like the sponsor than normal viewers.
This relationship between the viewer and the programme – and how brands enter into it – is fundamental to how sponsorships work.

A current example of TV Sponsorship is Skoda sponsoring CSI on channel 5.

Types of Adverts

Advertising is used to promote a company’s products and services, this is used a as the primary way to sell products or services but also allows for the company to communicate with the customers. Advertising for some companies is crucial to there ability of selling a product, therefore I have made a list of the possible reasons why most companies invest so much revenue into their advertising department –
Increasing the sales of the product/service
Creating and maintaining a brand identity.
Communicating a change in the existing product line to a customer.
Introduction of a new product or service.
Increasing WOW factor about the brand or services.

Print Advertising – Newspapers, Magazines, Brochures, Fliers

The print media have always been a popular advertising medium. Advertising products via newspapers or magazines is still a common practice. In addition to this, the print media offers options like promotional brochures and fliers to grab the customer’s attention but to help advertise a product. The price of print ads also depend on the supplement in which they appear, for example an advertisement in the glossy supplement costs way higher than that in the newspaper supplement which uses a mediocre quality paper.

Outdoor Advertising – Billboards, Tradeshows and Events

Out door advertising is something that we see everyday but unlike print advertising it uses different techniques to grab the customers attention. The most common example of outdoor advertising is billboards. The billboard advertising is very popular however has to be really catchy in order to grab the attention of the passers by. Organizing several events or sponsoring them makes for an excellent advertising opportunity. The company can organize trade fairs, or even exhibitions for advertising their products.

Broadcast advertising – Television, Radio and the Internet

Broadcast advertising is a very popular advertising medium that consists of several branches like television, radio or the Internet. Television advertisements have been very popular ever since they have been introduced. There are many different aspects that affect the cost of a Television advert ranging from the duration of the advertisement to the time of broadcast and channel. The radio might have lost its but remains to be the choice of small-scale advertisers. Making sure that the Radio broadcasting are easily remember is a must as that’s all the audience will have to remember it by. Adverts are covered everywhere on the Internet with pop up’s, sponsorship banners and much more. However it is harder for the advertising to make a profit using the Internet therefore they prefer to keep to TV and Radio.

Covert Advertising – Advertising in Movies

Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports. Some of the famous examples for this sort of advertising have to be the appearance of the brand Nokia that is displayed on Tom Cruise’s phone in the movie Minority Report.

Surrogate Advertising – Advertising Indirectly

Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol that directly damage the health of the customers, advertising thse certain brands is illegal in some countries, therefore some companies are forced to come up with several other products that might have the same brand name and the use the brand name to remind the customers about the illegal product. Common examples include Fosters and Kingfisher beer brands, which are often seen to promote their brand with the help of surrogate advertising.

Public Service Advertising – Advertising for Social Causes

Public service advertising is a technique that makes use of advertising to bring up important matters and social welfare causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty and so on. David Oglivy who is considered to be one of the pioneers of advertising and marketing concepts had reportedly encouraged the use of advertising field for a social cause.

Celebrity Advertising

Although the audience is getting smarter and smarter and the modern day consumer getting immune to the exaggerated claims made in a majority of advertisements, there exist a section of advertisers that still bank upon celebrities and their popularity for advertising their products.