Task 1- Know the Structure and Techniques of Television Advertisements
Tuesday 20th January 2015
Introduction:
In this document I am going to explain the structures and techniques of television advertisements. I have chosen two adverts to help me do this, the first is EE- Roller-coaster Advert and the second is the Red Bull- Penguin Advert.
Structures:
In an Advert there is a lot they construct around it. They might add a narrative; the advert could be realest or anti-realest, they might use different styles, they might be standalone or in a series. They will all have Codes and Conventions - They all must have a Unique Selling Point (U.S.P) and most will have a tagline at the end. The conventions of an advert is the timing of the advert.
What does a Narrative mean? If an advert is telling a story, that means the advert has a narrative. So does the advert you are watching tell a story?
What is Realest or Anti-Realest?If an advert is completely fake and impossible to happen in real life, that makes the advert Anti-realest; but if the advert can happen in the real world that makes it realest.
What types of styles can an Advert have?If the advert looks like a cartoon they are using the style Animation; if the advert is high-tech they are using a sci-fi style; is it using everyday items/locations for example are they using an everyday house, roller-coaster. then the advert is using a familiar style. Finally if they are using comedy, the style of the advert is Humorous.
What does a Unique Selling Point mean?
The U.S.P is when a product try's to explain why their product is so different. For example Washing up powder is all the same, so when people advertise it they might claim their product smells better, some say it makes your clothes softer, one claims it keeps your washing machine will last longer etc.
What is a Tagline?A tagline is the punchline, this is a message that comes up in the end of the advert. For example Cadbury's tagline is "A glass and a half full of joy."
What should the timing for a TV advert be? Generally a TV advert should be 30 seconds exactly, this is because TV is to the second. On rare occasions they will show an advert longer than 30 seconds, but it will cost a lot of money to be placed.
What is a Standalone advert?
A standalone advert will not be part of a series, there will only be one of them in that style/narrative. These are very rare to find, because of the U.S.P once they find that they will generally keep making adverts.
What is a Series advert?
If you see more than one of an advert in the same narrative/style. For example you have Compare the Markets advert series about the Meerkat's.
Techniques:
An Advert will use Camera-work, Editing and music to create meaning, for example if they have an advert about a sports car, they will use fast paced editing, close ups of the car, and heavy music.
What is a Covert Ad?When an advert is covert, the product they are trying to promote is hidden. This technique is very rare to find in this generation; this is because adverts are watched less and less now so they don't gain much recognition. So they want to make it obvious as possible that it's promoting their product.
What is a Overt Ad?When it is obvious what the product is promoting, this means it's an overt advert. So if somebody is advertising a drink, and it clearly shows what the drink is, maybe they mention the name, close-up on the can/bottle.
Does it have any celebrity endorsements?If an advert has a recognizable face/person, this means the advert shown has an celebrity endorsement. For example the Iceland adverts have used many celebrities they have just recently used Peter Andre.
Target Audience:
Every product made will have a target audience, for example a sports car advert will be targeted for male adults who have a well paid job. Where as a advert for Iceland will be targeted towards mothers.
Advert One:
Structures of this Advert:
Does it have a narrative?
This advert does not tell a story, so it does not have a narrative. Kevin bacon is sitting on a Roller-coaster talking to a little kid about a football match he is watching on his phone using 4G:
This advert is very realest, there is every possibility of someone talking to another person on a roller-coaster on a roller-coaster on a daily basis:
The only element of this that could be classed as anti-realest is using the phone to watch football on a roller-coaster, even though it is unlikely to happen, it has a possibility of happening:
What is the Style?
The main style of this is familiar, they want to show in the advert that you can use your phone on a day to day basis in any location in England. They are at Blackpool Pleasure Beach. It would be stupid for them to show them using it within a volcano or under sea:
You might also say they are using humour as well, they are trying to make the person seem random by watching the football whilst riding a roller-coaster:
What is a Unique Selling Point?
EE's selling point is their fast 4G internet data speeds, this is very obvious throughout the video. He is riding a roller-coaster whilst using the internet to stream the football match:
They also make Kevin Bacon tell them he is using 4G, and he also says "The Biggest, Fastest, Most Reliable Network." You can hear this at (0:11-0:15):
What is their Tagline?
The tagline for this advert is - "The Biggest, Fastest, Most Reliable Network." We know this because you hear and see it in this video.
From (0:11-0:15) you hear Kevin Bacon say their tagline:
And at the end Kevin Bacon says it again, but this time we can see it under their logo:
Does it fit the timing required?
Yes- This advert is 30 seconds long, this is the required timing for a TV advert. This advert would be accepted by all networks at any time:
Is it a Standalone advert or part of a Series?
This advert is part of a Series, there are many adverts using Kevin Bacon explaining EE's network, for example you have "Kevin Bacon's Chips TV Advert:"
"Kevin Bacon and Michael Keaton:"
Techniques of this Advert:
Camera-work:
They use an establishing shot at (0:01) and (0:19), they did this to give the impression that you can use their network anywhere, including on a roller-coaster:
Editing:
The editing is very slow paced, they never cut too fast. The meaning of doing this is to keep focus on what they are selling, plus they are not showing a fast car so they don't need to make it fast paced.
Soundtrack:
There is no soundtrack, they are only using Diegetic sound, every sound we hear throughout this advert we can see the source of. I believe they done this because they wanted to make the advert seem very familiar.
Is it Covert or Overt?
This advert is very obvious what they are trying to advertise, they have Kevin Bacon say "The Biggest, Fastest, Most Reliable Network:" He also says the companies name "EE:"
Does it have Celebrity Endorsements?
Yes, it has a very famous actor named Kevin Bacon. He has played in many films for example "Footloose," "Friday the 13th (Which is mentioned in this advert)," "Apollo 13" I believed they used him because of their target audience:
Who is their target audience?
EE's target audience for this advert are Adults, this is because their network is quite expensive, they also show in this video that a child was not interested in EE:
Advert two:
Does it have a Narrative?
Yes, the story is of the penguins being stuck on a tiny ice island:
The "baby" penguins comes up with in idea of drinking red bull - because it gives you wings:
Is it Realest or Anti-Realest?
This advert is very anti-realest, the advert is clearly fake and will never happen in real life. For one penguins can not speak:
What is the Style?
The main style of this advert is old fashioned styled cartoon, the whole video is like this you can see it has been drawn out:
What is the Unique Selling Point?
Their unique selling point is it gives you wings, this claiming if you drink this you will gain extra abilities that might help you out in a tricky situation. We know this is their U.S.P because it is their tagline and the advert is about them trying to fly of their island:
What is their Tagline?
Red Bulls tagline is "Red Bull Gives you Wings" you know this from the screen at (0:25-0:27):
Does it fit the required timing?
Yes- This advert is 30 seconds long, this is the required timing for a TV advert. This advert would be accepted by all networks at any time:
Is it Standalone or part of a Series?
This advert is part of a very long series, there was on around 2001-2002 called Red Bull Frankenstein:
They have done one called Zebra in 2011:
There latest one in 2015, which is web only is called Island:
Techniques:
Camera-work:They used an extreme long-shot of the island, this allows the advert to give meaning that their product can help you in any tricky situation. This is shown at (0:01-0:06):
Just like the other advert, this had a slow paced edit, they wasn't trying to advertise anything fast. Also energy drinks are something people should drink whilst feeling fatigued doing sports, so they could have done slow paced editing to show its to be used when tired/slow.
Soundtrack:
This advert does not have any non-diegetic sound through this advert. You can hear the water throughout the advert. This gives extra emphasis that they are stuck on a island around water, this then sells the product more because it makes it look like you can get out of a bad situation:
Is it Covert or Overt?
This is very obvious they are trying to sell Red Bull, this makes it Overt. You can see the penguins holding the can of red-bull from (0:08-end of advert):
You also him say the companies name and slogan at (0:08-0:11):
Does it have Celebrity Endorsements?
No, there is no celebrity involved in this advert. You can tell this because of the cartoon style they have used- so they didn't need to pay for a big name.
What is their target audience?
I believe their target is for all genders who do sport or are very active. This is because they are advertising a drink that is for everybody, but should only be drunk if you are doing sports or being active. They are advertising it for the younger generation; I believe this because they have a younger penguin show more interest in the product then the grown up.
Who are the A.S.A?
The A.S.A are the UK's independent regulator's for adverts across all media including TV and Radio. They are used to act on complaints given and will check them for misleading, harmful or offensive advertisements, sales promotions and direct marketing.
If they find out the advert breaches the UK advertising codes, the advert must be withdrawn or amended and the company must not use that approach again.
The A.S.A will actively check adverts in all media's and they regularly creates surveys of advertisements published, they will only do this to companies that produce a advert that fails to meet the UK Advertising Code's.
Who are Ofcom?
Ofcom is the UK's communications regulator. They will regulate TV and Radio Sectors, fixed line telecoms, mobiles, postal services, and the airwaves which wireless devices operates. They make sure people in the UK will get the best out of their communication services and protected against spam and sharp practices, but makes sure the competition can thrive.
Ofcom operates under a number of acts of Parliament, mostly from the Communications Act 2003. They must act within the powers and duties that has been set for it by Parliament.
The communications act say 's Ofcom's main duty is to grow the interests of citizens and consumers, where appropriate by promoting competition.
What does Ofcom do?
They ensure
1. The UK has a range of electronic communications services, this will include high-speed services including broadband;
2. A large range of TV and Radio programmes are provided that will appeal to a range of tastes and interests;
3. TV and Radio services are provided by a range of organizations;
4. People that watch TV and listen to Radio are protected from harmful or offensive material;
5. To make sure that people are not treated unfairly in a TV or Radio Programme, and so their privacy is not invaded;
6. A universal postal service is provided 6 days a week;
7. The Radio spectrum - Which means the airwaves that's used by everyone from Taxi firms and boat owners, to Mobile-Phone companies and broadcasters - is used the most efficient way.
What Ofcom Doesn't do?
They are not responsible for regulating:
1. Disputes between customers and their telecoms provider;
2. Premium-rate services, this includes mobile phone text services and ringtones;
3.the content of TV and Radio adverts;
4. Complaints against the accuracy of a BBC Programme
5. The BBC TV license fee;
6. Post Offices, or;
7. Newspapers and magazines
Rules and Regulations of Advertisements:
The rules and regulations will effect my adverts because they have to follow these rules:
All adverts must be:
1. An accurate description of the product or service - For example, your product must have an accurate price which includes tax or ongoing subscription/on-going fees.
2. Legal- For example they can not be advertising illegal drugs, weapons etc.
3. Decent-
4. Truthful-
5. Honest-
6. Socially Acceptable (Not promoting/encouraging illegal, unsafe or anti-social behaviour)
7. They can not include false information or deceptive messages
8. They can't leave out important information
9. Can't use aggressive sales techniques
How Do Advertisers Gather Audience Information?
What is B.A.R.B?
B.A.R.B stands for Broadcaster's Audience Research Boards, they will provide audience measurements for broadcasters and advertising industries. BARB is owned by BBC, ITV, Channel 4, Channel 5, BSkyB and the IPA (Institute of Practitioners in Advertising). This is the UK's Audience Measurement Panel - This is when a company will measure how many viewers and TV show has or how many people are listening to a certain radio station.
How Does it work?
B.A.R.B works by recruiting a selected panel of private homes. They will then complete the Establishment Survey continuously by Ipso Mori to track changes in UK households. From that information they can gather the households they need for their panel. This is so they can make sure it's representative of the whole of the UK. They will then recruit the households that suits the necessary demographics, TV platforms and geography. B.A.R.B consists of 5100 households, which represents 5000 other households across the UK.
When the houses are recruited they will then fit the houses with a meter. They will also install software meters to laptops, desktop computers and tablets. They do this to monitor who is watching, each member of the house that is older than 4 will have to press a button that's assigned to a special remote. If they walk into the room with a TV programme on they must press that button so it can register their presence and they then have to press it again when they leave so it shows when they stop watching.
They have an additional technique for Sky box owners. They will access service information codes from the set-top box. and they have started working with metadata tags, which are embedded by broadcasters into online television content.
The data will then be sent back to Kantar Media at 2am before being processed and weighted to be representative of the whole of the UK. They will then be released to the industry at 9.30am each day.
Policy regarding Production of Advertising:
Broadcasters has been able to charge advertisers premium rates for prime spots using B.A.R.B's robust and changing figures. This means they will use B.A.R.B to check what hours get the mos viewers, and in this time slot it will mean adverts will cost more. This is because advertisers are willing to pay more for a prime time spot to get more notice for their product.
What are Rate Cards?
A rate card is a document that will contain prices and descriptions of various ad placement options. even though a rate card lists ad prices, among other things, it is classed as a fixed price sheet.
You will not find any recent Rate Cards, this is due to the fact broadcasters don't want other broadcasters to know their prices.
It is also impossible to give a definitive price on an advert, because of their scheduled. For example if they have popular show on; the advert will be more expensive to place. They also have to consider:
1. The Region
2. Length of the commercial- Longer the more it's going to cost
3. Time of Day
4. The Programming Environment
5. Time of Year
6. Target audience and volume of viewers
What are Research Agencies?
A Research Agency can be used to design, carry out and analyse market research for an advertising company. Using this can allow for your company to avoid risking inaccurate research. They can also make sure you are complying with current data-protection legislation.
Vision One are a Advertising Research company, they are extremely experienced in helping brand owners develop effective advertising, brochures and other marketing communications.
They will use the latest quantitative and qualitative, online and face to face techniques to help them develop a target communications They also include:
- Creative Development- Will include focus groups etc.
- Pre-testing- Finished Film
- Media evaluation studies
- Pre and Post testing advertising awareness studies
- Brand and Advertising tracking studies
References:
(1)- ASA. (2014). About A.S.A Regislation. Available: http://asa.org.uk/About-ASA/About-regulation.aspx. Last accessed 17/01/2015.
(2)- Ofcom. (2014). What is Ofcom. Available: http://www.ofcom.org.uk/about/what-is-ofcom/. Last accessed 17/01/2015.
(3)- GOV. (2014). Marketing and Advertising Law. Available: https://www.gov.uk/marketing-advertising-law/overview. Last accessed 17/01/2015.
(4)- GOV. (2014). Regulations that affect advertising. Available: https://www.gov.uk/marketing-advertising-law/regulations-that-affect-advertising. Last accessed 17/01/2015.
(5)- B.A.R.B. (2014). What is BARB. Available: http://www.barb.co.uk/resources/barb-facts/faq?_s=4. Last accessed 17/01/2015.
(6)- B.A.R.B. (2014). How We Do What We Do. Available: http://www.barb.co.uk/resources/barb-facts/how-we-do-what-we-do. Last accessed 17/01/2015.
(7)- ISBA. (2014). Television and Online - BARB Audiences. Available: http://www.isba.org.uk/issues/media/measurement. Last accessed 17/01/2015.
(8)- Marketing Terms. (2015). Rate Cards- Marketing Terms. Available: http://www.marketingterms.com/dictionary/rate_card/. Last accessed 17/01/2015.
(9)- ITV. (2014). Rates- Lets Talk About Cost's. Available: http://www.itvmedia.co.uk/tools/rates. Last accessed 17/01/2015.
(10)- Marketing Donut. (2014). Choosing a market research agency.Available: http://www.marketingdonut.co.uk/marketing/market-research/choosing-a-market-research-agency. Last accessed 17/01/2015.
(11)-Vision One. (2014). Advertising and Communications. Available: http://www.visionone.co.uk/page/265/Advertising-Research.htm. Last accessed 17/01/2015.
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