Audience Grid

Codes and Conventions

Camera angle and shot

This advert is very structured in its camera language and shot types. At (0:11) we see a long shot, followed by the camera cutting in closer to the action where we see another long shot of the girls reaction to what she is seeing and whats being said. Then at (0:16) we see the same technique used again, as the camera cuts closer, but still in a long shot to see a more zoomed in angle of the products that are on offer. This simple camera, structure allows for the brand, to get across the key information to the target audience. They don't necessarily need many different camera angles and shot types, because other elements engage the children as the target audience and the information that's being sold engages the parents, another target audience.

Iconography

The most iconic feature about this advert is the fact that it is Christmas. At (0:03) we see the Christmas trees in the background, with presents underneath. We see snow and more Christmas trees either side of the shop which is decorated and has this homely, warm orange light inside. The very fact that it is that time of the year for the target audience creates this huge wave of excitement, which instantly grabs us and makes us watch on. The advert has allowed for 2 types of target audiences both of which are as strong as each other, one target audience we have the children which are instantly hooked on to the advert because it exercises the idea of Christmas. The other target audience, is the parents which, whilst they might not share the same levels of excitement, they are grabbed by the first Christmas advert they see and thus engaged with the deal that the shop are offering.

Editing

The Entertainers editing style for this advert is more simple then other adverts. At (0:05) we see the camera linger in a long shot, it then cuts closer, inside the book to see either a characters reaction or a product. The advert has produced a very slow editing pace, stemming from a simple two step structure with the camera. From an audience perspective whilst it does provide us with the key information that we need it perhaps doesn't quite keep us engaged and excited. After a while the adverts visuals diminish and we don't really pay attention to what we are seeing.

Lighting

The adverts lighting is very much the same throughout, as technically the advert is more simple then others. At (0:10) we cane see how the foreground of the advert is well lit producing an emphasis on the penny in the middle of the screen. The background therefore is dimmed and slightly blurred this allows the audiences attention to remain completely focused on the foreground. This simple technique allows the advert to get the audience to really focus on whats in front of them, and listen to whats being said. The lighting aids the other key elements such as the voice over to keep the audiences attention.

Sound

The main sound during this advert is the voice over, which starts at (0:01) we hear this melodramatic voice over, feeding us the information but in a fairy tale story voice. As the voice over guides us through the advert and the visuals, it again works on appealing to both target audiences. It appeals to the children because it adds to the Christmas fairy tale theme, whilst also appealing to the adult because they see the melodramatic side, but also are brought the information in a more simple way.

Music

The music again is another main component to adding to this Christmas theme, at (0:02) we hear the start of the music which runs throughout, it is this fairy tale, Christmas instrumental that allows for some sound effect to play over the top. The music stays at a constant level as the big penny flys into the middle of the screen, we further hear this 'magical' sound effect which is constantly adding to the theme. This music really appeals to the target audience, in terms of the children, because its a chance for them to escape from reality and indulge in the idea of christmas.

Computer graphics

In terms of computer graphics, the whole advert is animation, no part of this advert is shot using real life footage. This in itself appeals massively to the audience, because thats what they can identify most with. They mostly only watch cartoons, and to see an advert that also seems like a short cartoon for them will only engage them, and further to see that in this cartoon its Christmas will get the audience really excited.

Camera angle and shot

The advert camera language is constantly changing, they are constantly cutting between long shots and close ups of thew skills and players throughout the advert. But at (0:33) we see a long shot of one player turning into Ibrahimovic and controlling the ball, however, when it is passed over to the other player who turns into Higuain it is also a long shot. Whilst the advert is generally very fast, by using consecutive long shots it adds a real emphasis on the players that they have used. For the audience seeing the professionals in a long shot first, creates this awe around them. For Nike, the target audience also associate the brand with these great players which heightens the brand more so then their competitors.

Iconography

The more iconic part to this Nike advert is the footballers that they use. the advert takes a group of normal teenagers and turns them into whatever footballer they choose to be. At (0:18) we see the captains of the two teams turn into footballers first, one turning in to Cristiano Ronaldo and the other turning into Neymar, the other players on the team then further turn in to other footballers. But Nike have placed Ronaldo and Neymar first because they are the more iconic and more famous footballers. The main target audience for this advert would be younger teenagers, and to use the target audience in the advert and turn them into these great professionals creates this excitement, and awe surrounding the advert. It allows the audience to believe that they can go become and play like their role models, and if the most iconic players are wearing Nike boots then the audience will want to go buy them too. 

Editing

The editing pace for this advert is generally very fast, it constantly cuts to various long shots and close ups trying to really mix it up and keep the energy of the advert high. At (1:22) we see Neymar dribble through some defenders. The camera constantly cuts between close ups of his feet and long shots to when he is skipping through the other players. By creating this fast editing rhythm it allows the audience to really get excited and feel like they could do it and try it. But the advert also has these moments where the editing pace is really slowed down, at (1:51) we see Neymar flick the ball over a defenders head. This slow editing pace almost uses a slow motion effect as after the one slow shot the advert then speeds back up again. For the audience to have this moment of, 'slow motion' creates the awe that the audience are in at that point. Nike have used this fast pace to get the audience excited but then chooses to slow it down at specific points to make the audience feel a strong overwhelming emotion.

Lighting

The adverts lighting changes drastically from being a typical day to playing during the night on the biggest stage. At (0:05) we see what seems like a normal weekend day, but then as the game continues we see at (1:07) the whole lighting and setting changes. Now the advert has placed the game during night time, where it creates this certain atmosphere, seemingly feeling like its the biggest game in the world. By starting the advert in a very familiar, normal setting for the audience it allows them to easily identify with the advert, but then as the lighting changes, it then immerses the audience into the advert making them feel apart of the game.    

Sound

Through the advert there is constant sound, from the crowd during the game to the dialogue that is said. At (0:17) we hear some dialogue between the two captains, where one says that he is Ronaldo and the other says that he is Neymar, they further turn into the players after they have said their names. For the audience the transition from the average person to a superstar is very fast, and creates this excitement because it means to them that the skill and level of football will massively improve.

Music

The music for this advert is a song that starts at (0:10) and runs the whole way through the advert, the song is more fast paced keeping with the whole pace of the advert. The main job of the song in this advert is to aid the visuals, and really create the atmosphere surrounding the advert. By using this song it again adds to the audience being able to escape into the advert and really feel apart of it.

Special Effects sfx

Whilst the main effect in this advert is the transformation into a professional footballer, there is an added special effects at (2:33) where we see the keeper turn into the Hulk as he is getting pushed about by the other players. This special effect is created to added a moment of humor to the advert, as he says the name of a Marvel character instead, the humor is then extended when another player tells him he cant be the hulk. The couple of seconds of humor detracts away from the whole advert, but by having this stoppage, it does re-gain the audiences attention for the rest of the advert. 

style

Style:

Humorous

This Maoam advert carries a more explicit humor, it instantly grabs the audience with a combination of music and action and contains a more slapstick comedy. Whilst the advert has a slow introduction at (0:10) the music becomes very sudden and loud, the character then begins to dance very suddenly and very wildly, creating this instant humor for the advert. The audience can perceive this advert in different ways, for the primary target audience which is more teenagers, we do find the advert humorous thus making the advert successful as it does impose an effect. However, for other viewers which perhaps are older it doesn't carry the same connotation. The advert perhaps comes across as more frivolous which would negatively effect the viewer. At (0:15) we see the character dancing in a long shot with empty chairs behind him. This perhaps connotes less to the target audience about being alone and more about expressing yourself in any way they want to, which perhaps is a key success for this advert.

Surreal

This Oasis advert is an example of a surreal advert, which is similar to the humorous advert in the sense that it is very comedy based. This advert is perhaps more like a comedy skit then an advert in the sense that it does have a whole story line to it. At (0:21) is where we first see the big rubber duck, 'rubberduckzilla' staring through the window at the man, with the girls relieved to see him. Perhaps the defining point in this advert is when the girls are happy to see him, because this ultimately manipulates the audiences judgment to side with 'rubberduckzilla' and want to see the destruction of reality. Throughout the advert the rubber duck is a version of Godzilla, whilst this advert never carries enough substance for it to be considered serious at (0:36) is where destruction stops and the happy outcome is employed. This is where we see the girls lying on rubberduckzilla happy that they have been saved. This advert though perhaps is not most memorable for the rubber duck but rather for the singing of the slogan, 'Oasis for people who don't like water' this perhaps was the crux of success for this advert as its the first thing the audience remember. The slogan rather acts as a trigger, as once it is remembered that's when the audience think about the rubber duck and the advert as a whole.

Dramatic

The dramatic advert is completely different to many other adverts, this Lindt Lindor advert comes across as a more professional piece solely focusing on the product. At (0:08) the visuals denote a constant moving camera, with the chocolate constantly in frame, as its whirled around, with dissolves and cross fades for transitions. Perhaps whats more important is the voice over, which is a women speaking very softly about the 'master chocolatiers.' This advert is all about the chocolate and creating a smooth almost sensual tone to it. They want the audience to almost feel the smooth taste of the chocolate just by looking at it, which is the main selling point of this advert. At (0:16) we see a side by side shot of a women that's eating the chocolate and one of the truffles being made/poured. This encapsulates the whole advert as it manipulates the audiences emotions and thoughts, making them not only want this feeling but also making them actually go and buy the chocolate thus feeling like they can have the same experience too.    

Parodic

A parodic advert is something that mimics an original piece of content but is manipulated some way to create humour. Through this advert we see the characters explain newtons third law, physics. This field within science is the whole base for The Big Bang Theory which is mimicked in this advert. At (0:04) we see one of the characters explain Newtons third law as both have taken a sweet from each others bowl. For the audience this advert carries a more satirical tone which is a humour that also runs throughout the big bang theory. Whilst most parody typically mimic in a more overly dramatic way, this advert breaks the mould in the sense that its more subtle. 

Form

Realist narrative

A realist narrative advert is about placing the product into a real life situation, and seeing how it will bring characters together. In this instance, at (0:02) we see a close up of a girls face as she chews the Orbit gum, the camera then cuts to a wider shot of her and then to the other character. The more important part of this advert is the voice over that runs throughout which uses this fairy tale language and puts it into real life. Whilst this advert is less conventional in its run time, there is still a narrative, that tries to use an everyday situation for the audience to relate too. From an audience perspective, they can relate to the scene, this puts the product into perspective and into the real world which perhaps makes it a successful advert. The very fact that she is all alone on the bus allows the audience to empathise with her and find comfort in the fact that she does find someone. Perhaps the downfall to this advert that the audience can find is the actual link to the product. Whilst the Gum is put into the real world, it is a very loose connection and thus the audience may not see the point in the advert at all.

Anti-realist narrative

In contrast to the realist narrative advert, there is an anti-narrative advert whereby something from the real world is taken and dramatised in a way that's no longer real. This Wotsits advert takes school children and makes them dance and lip sync. At (0:02) we see at the very start of the advert a small white, school kid singing the start of the song in a more conventional way, for a rap music video. The advert instantly grabs the audience because of the anti-realism, it creates a humorous, light-hearted tone that the viewer can really enjoy. At (0:32) we see the Wotsits taken away by the teacher, at this point in the advert we would expect the fun to stop. However, the monster then flies in and sits on the teacher, carrying on the fun for the school children and perhaps more importantly the viewer. This anti-realist narrative advert is completely different to a realist narrative advert, it focuses all of its energy on the fun and excitement that can be shared between advert and audience. That perhaps is the adverts biggest asset is the excitement that it builds with its target audience of younger children. 

Animation

This animated advert again is very conventional in the sense that carries a story more relateable to real life but has a very humorous tone to it which perhaps is the way to really grab an audience. At (0:11) we see the story and joke being set up, by the character saying 'only a fool would think i'd actually show up naked.' To which at (0:18) the red M&M shows up rips of his 'clothes' and dances naked. This advert uses a combination of animation and real actors, which perhaps makes it easier for the audience to relate to the scenario. The audience find humor in the stupidity of the red M&M but perhaps the crux of the joke is the action coupled with the music. At (0:20) as he dances, the song, 'sexy and i know it' plays which is more comical as he makes the sound too. This advert is more unique as it doesn't have a particular target audience there is a wide range of people that can enjoy it. The advert does become successful as these characters do appear in a series of adverts which allows the viewer to get to know the character more and find this advert more humorous.  

Documentary

A documentary advert can either be a more serious or comical piece, however both will be overly dramatised. In this instance the Pot Noodle advert is a dramatic story of one boys dream that has a big climatic reveal by the end. At (0:02) the advert starts by showing the teenager in his bedroom, with a voice over describing his dream from childhood. Through the advert the voice over stays a constant whilst we see these visuals of him training and working hard to achieve his dream. At (0:40) we have a shot of the grandma shouting at the TV, 'there he is!' the camera then cuts to the TV screen where we unexpectedly see him along with the musics beat dropping. The advert is supposed to have tricked the audience into thinking he would become a boxer instead of holding the round number. This advert is very unique in the sense that uses and creates a gender change. Typically society has lead us to think he want to become the boxer and not what is considered a womens job. Whilst this advert does carry a humorous tone for the audience it also makes us think and does try to change the way we think about gender stereotypes, which is something not many adverts do.

Talking heads

A talking heads advert is where the advert uses real people or actors to just speak about the product, and only say good things about it. Through this Aldi advert we see an older women describe the difference in prices for tea between another supermarket and Aldi's brand tea. At (0:08) we see a single mid shot, where the women talks about her husband that likes both brands of tea to the camera, but the big difference is the price with Aldi's only being £1.99. For the audience to have a more normal person in these characters again makes the whole advert more relateable, they can put themselves in the same position and are more likely to buy Aldi's brand because another, 'normal' person approves of it. At (0:15) we see the women quietly say that she doesn't even like tea but prefers gin instead. This subtle joke creates a lighter tone to the advert and thus allowing the audience to laugh and be entertained, because otherwise this advert would be dry and ineffective.

Stand alone

A stand alone advert is where there is only one advert campaign for that particular product. This Twix advert would be a more recent example of a stand alone advert. At (0:10) coupled with the dramatised visuals we hear a voice over of a man talking about the history of Twix. This gives the advert a documentary feel but with a comical tone to it. For the audience this style that has been used, doesn't instantly grab the audience like the Maoam advert does but it does keep the audience enticed with this comedy sketch tone surrounding the advert. At (0:55) we further see the ending joke to the advert, we have gone through the whole advert where everything apparently is different yet they still share the same drive way. This encapsulates the humor of the whole advert, as really nothing is different between the left and right Twix. For the audience it comes to a more anti-climatic ending which we do find some humor in but it perhaps leaves us feeling unsatisfied. This advert seems to have wanted the audience to feel unsatisfied which much like the Go compare advert we find stupid but still memorable and perhaps that makes the advert a success.

Series

A series of adverts is not uncommon many companies use this form to either bleed a certain character out because of his annoyance to the viewer eg Go Compare or its used because the viewer like the characters eg, Compare the Market,  either way typically the company use a series because of the characters that they have created. Kellog's first created Tony the Tiger in 1951 doing a series of adverts, he then came back in the early 2000's to do adverts for Frosties. At (0:28) the camera is in a high angle position looking down at Tony whilst he says the most memorable words at the end of every advert in the series, 'They're Great.' The two words that he says is something that sticks with the audience as they would constantly try to mimic the voice. At (0:22) once Tony has eaten the Frosties he suddenly has the confidence to jump off the diving board turning into a bird among doing other things. The target audience, which is children, are able to see this and relate to it in the sense that by eating Frosties they will gain superpowers, and they will be as good as Tony. The audience almost look up to Tony and that would create a successful advert.

Advertising Techniques

Overt

Overt advertisement is when the advert is very obvious, the meaning and the product is open and can be seen by very easily by the audience.
Through this Skittles advert the product is very overt as the characters use the products name in conversation and is constantly shown throughout. At (0:03) we hear the character say, 'how everything you touch turns to skittles' this happens at the very beginning of the advert and coupled with the product being instantly shown. For the audience we see the entertainment and diversions gratification being used, this advert carries a story line which whilst is supposed to be sad it carries a satirical tone to it which makes us laugh. The advert allows the audience to escape from reality and enjoy the sadness that the character is experiencing, because the situation allows us to laugh at him.

Hidden 

This is the opposite to an overt advert, a hidden or covert advert is whereby the product is not exposed in an open environment, but rather subtly implemented into the advert. 

Through this Orbit advert we see the product at the very start, at (0:02) where the camera is in a close up of her face as she chews. At this point in the advert we do not know what the product is or even that she is chewing gum. As the advert moves on the camera cuts to various shots but the constant action is her chewing. The product is never revealed during the scene but is shown in an animation at the end of the advert to make sense of the whole scene. For the audience there is a personal identity created here, as any viewer could have potentially been in that position before. Moreover, as the scene does reflect anyone it brings the product into reality and thus allowing the audience to want the product when they are next in a similar situation. 

Line Of Appeal

Line of appeal is the emotional response and attachment that the audience have with the advert. Often advert are very humorous but in some cases the appeal leans to a more serious tone.
This RSPCA advert uses compassion as its line of appeal as at (0:09) we see visuals of abused cats and dogs, with a piano instrumental and a voice over talking about the harsh cruelty the animals have been left in. This advert is supposed to evoke sympathy and almost a guilt to make the audience donate, it uses information as its gratification and wants to really make us aware of whats happening. The advert makes the audience really feel very sad and not want to watch the advert because it is very raw, but that in turn makes it a successful campaign.






Another line of appeal can be seen in this Talk to Frank advert, which shows the effects that cannabis can have on the mind. At (0:11) we go into the persons mind as he is high and he seems to be having a good time, but at (0:26) it seems to get more anxious and hectic. This is an example of how self-perception is used, people may have been in the same position as the person in the advert and can identify with a similar situation. This line of appeal does make the audience think and it makes them feel like they are not alone when addicted to drugs, which gives them the confidence to call and get help. This advert uses personal identity as its gratification, the advert is a version of real life and evokes empathy in the viewer as they have been in or are in a similar position. By using self-perception as the line of appeal and using personal identity as the gratification really hits the audience and really makes them reflect on themselves.

Celebrity Endorsement

Celebrity endorsement is when the company pay an A-list celebrity a lot of money to be in their adverts and 'endorse' the product.
Here we see Beyonce endorse Pepsi, as at (0:08) we see Beyonce walk over to the ice cooler, pick up and drink a can of Pepsi to refresh herself from dancing. After drinking the Pepsi she seems o gain this focus and starts to mirror the dance moves that she has previously done. This advert uses social relationships as its gratification, as soon as the advert came out everyone was talking about it, the audience would talk about it in their social group, and the media would cover it because of the money involved. Thus making it a successful advert campaign because it has created a lot of brand exposure. It potentially could also be a form of escapism for the audience as the advert its self is more entertainment based, and the fans of Beyonce would be taken out of reality to watch the advert.

Advertising Characteristics

Part one: Codes & Conventions in TV Advertising. 

Benefits Offered

One benefit we can see from this Galaxy chocolate advert is at (0:15) which denotes how the woman looks down in to her bag to find a bar of Galaxy. This action would connote how at particular times of stress everything can be calmed down by eating the chocolate. We then further see her get out of the situation and drive away with another man. However the last shots at (0:51) explicitly shows her eating the chocolate in a close up and ends with her facial expression of being overly satisfied and relieved. Coupled with the more classical music that starts at (0:16) it groups together to create this relaxing atmosphere for the audience, this in turn, is more relateable to them and benefits us.

This advert doesn't throw the product in our face but rather it subtly reminds us of what the chocolate can do for us. It makes the viewer want the chocolate because we too want the smooth, relief feeling that she is experiencing. We only see the chocolate and the brands name at (0:16) and then again at (0:52,) which for the audience is somewhat refreshing as most adverts are loud, intense, and annoying.

Advantages over other similar products

One advantage that galaxy uses against its competitors is the smoothness of the chocolate. At (0:56) she sighs in relief as she has just eaten a piece of chocolate. Along with the smooth relaxing music at (0:40) and the way that the camera is very slow in the track shot, that moves away from the action at (0:48) again adds to this smooth tone that the Galaxy really push. From an audience perspective, we want to eat a chocolate that is smooth and light, this advert really empathises this, thus leading us more to Galaxy rather then Cadbruy's.

Another advantage that Galaxy has over its competitors is the target audience. This advert is aimed more towards adults, as this is not a particularly exciting or action packed advert. At (0:09) we see the main cause of the whole advert is the crash that's happened. Adults can relate with this type of stress and are more likely to go and buy the chocolate. Which for its competitors that aim there chocolate at children they don't have the money to just go out and buy a bar of chocolate whenever they want to.

USP

Perhaps the unique selling point for Galaxy is this intense richness, full flavored chocolate that is still very light and smooth. At (0:27) the scene denotes her looking down at the chocolate and then getting out of the bus and into the car with the man. Whilst everyone is frustrated and angry because of the crash, she is not. The character keeps calm and drives off eating her chocolate in a very sophisticated, manner. Perhaps that's the USP, the fact that this advert allows the audience to almost feel stress free whilst eating the chocolate.

Lifestyle Appeal

The product aims to compliment the audiences life by just being there when its most needed. At (0:16) she realises that she has got a bar of Galaxy chocolate, then at (0:52) she is able to eat her chocolate in complete comfort. This is very relateable to the intended target audience. Adults are able to come home from a long day at work and sit on the sofa and eat some Galaxy whilst relaxing.

Another way in which the chocolate tries to improve the audiences life is by the longevity of the chocolate bar as a whole. At (0:51) we only see her tear off 1 line of chocolate and then eat 1 individual brick. This would connote to the audience that it doesnt take much to be satisfied, because of how flavorsome and fulfilling the chocolate is.

Brand Identity

Galaxys brand identity has always been one of sophistication, they arent quite as posh as Lindt chocolate for eg. but they are more so then Cadburys dairy milk. We see this at (0:45) as she gets in the back seat and makes the man drive her, more like a chauffeur. The target audience though is for older adults, which would appreciate a more subtle, soft advert rather then something like the Maoam advert which would be seen as more overwhelming by this particular group of people.  

Previously Galaxy have used more, 'normal' characters who were either having a bad day or hung up the phone to eat the galaxy chocolate. This still was relateable to the target audience but it perhpas was not as sophisticated as they have tried to make this advert. Perhaps Galaxy have tried to change their brand slightly to compete more with Lindt and less with Cadburys.

Benefits offered

During this MAOAM advert we can see a benefit at (0:10) we see the character eat the Moaom and then start vigorously dancing. This advert is really trying to connote how when people eat this sweet it gives off a burst of energy. Its an almost overwhelming advert but, it is trying to really grab the audience and portray themselves as this exciting, new, crazy sweet.

Another benefit from this advert is the way in which it establishes its self. At (0:25) we see text reading, 'FULL ON...' flash across the whole screen in front of the action then at (0:35) we see the words, 'Till it's gone' flash across and the action has now stopped along with the music. By adding in text to the advert really puts emphasis on the brand and how it wants to portray itself as this crazy, confident person.

Advantages over other similar Products

In terms of Maoam's competitor's it would be Haribo. This advert has tried to be really different in the sense that it doesn't target just children or just adults but rather it has a more teenage appeal to it. At (0:18) we see these ridiculous dance moves, coupled with this loud, electro- house music. Which for the audience whilst it may seem overwhelming it does allow us to laugh and ridicule the character, this in turn creates this wild moment for the audience in an escapism fashion.

Another advantage would be the how the advert involves a more, 'average' person to play the role. At (0:09) we see a close up of the actors face, which is a normal person, instead of having a famous actor to endorse the product. Throughout the advert the way in which the character dresses, and his whole appearance has this plain average person look. This for the audience is more comforting because it is more relateable to us.

USP

The unique selling point of this advert is the action itself, the unbelievable dancing creates a slapstick humour and invites the audience to laugh at him. At (0:15) whilst he is dancing, what perhaps is different is the fact that he does this in an empty hall. So whilst this advert is trying to associate itself with being yourself, and to not be embarrassed in whatever people do, is perhaps more fragile then first thought, simply because only until (0:24) he is with other people, and even then they go away.

Lifestyle Appeal

In terms of a lifestyle appeal, this advert is a more extremity. At (0:10) we see this person walk in to the middle of the frame, drop his bag eat the sweet and then so suddenly, music is booming and hes dancing. For the audience we are more shocked because we didnt know what to expect, and the unpredictability and fun that the advert tries to connote is what we feel too. The realization that we too should be more fun and unpredictable at times is something that we can really relate to in this advert.

Another immediate enhancement of our lives is the crazy, fun that he has. At (0:24) he is dancing in front with some other people in the background. This advert takes an everyday location of school, where often its a boring environment and this character makes it place of fun. Again this advert makes the audience realise that,we do need to let loose sometimes, but we should make that association with Maoam.

Brand Identity

The brand identity in this advert is supposed to connote this really energetic young company. This can be seen at (0:11) where the character is dancing ferociously to the loud music. This adverts target audience of more teenagers/younger adults are really able to identify with the locations and the character as a whole. Maoams previous adverts have also carried a similar theme, in the sense that they use these younger adults, who of course are very energertic.

10 Memorable Adverts

This advert is particularly memorable for perhaps the wrong reasons, the main focus of this advert is the man singing at (0:18.) Whilst in its simplicity it denotes the man signing in the coffee shop the real connotation comes when the whole shop sing with him at (0:22) because it adds to the already irritation of this advert. That's why this advert is so memorable because it is so annoying to watch especially when people join in which is the exact opposite of what the audience feel. The target audience for this advert is very broad and self explanatory of drivers, and perhaps it is a really effective advert as whilst the audience are trying to compare insurance they will think of Go Compare simply because of the singing man. In terms of the technical aspects for this advert the camera is largely stationary at (0:15) which denotes the singing man coming in behind the two other man drinking coffee, the still camera throughout does create a more dry humor.









The Cadburys Gorilla advert was a very popular advert at the time. It was so more memorable because it was something that was very loosely connected to its actual brand and actually there wasn't any adverts like it at the time. At (0:35) which denotes the gorilla on set about the start drumming really connotes why this advert was so memorable. The adverts conventional style to have a long build up to the drop and then let the gorilla 'rock out' for the remainder of the advert was real the reason why it was such a memorable advert. It perhaps was an effective advert, in the sense that it created a lot more brand exposure, as people would have been talking about the advert and thus the company Cadburys. But the adverts effectiveness in terms of sales could be more controversial, because the advert doesn't show the actual chocolate or brand till the very end. At (0:34) the scene denotes a purple back drop which is the only thing that connects the advert to the brand. From a technical standpoint the camera language was very cinematic as the camera was constantly moving. The use of extreme close ups at the start to the swooping track shots whilst the gorilla was playing created a really accomplished piece.








The skittles advert was almost a weird advert, perhaps the actual concept of this advert is what makes it so memorable. The advert works on the basis that whatever the man touches it turns to skittles, at (0:24) the scene denotes the man talking about how bluntly he killed a man on the bus. It connotes a very awkward atmosphere because whilst it seems like a more sad situation there is an underlying element of humor. The very fact that this man seems so depressed but then says 'i guess its pretty awesome' allows the audience to laugh and thus create the memory because the atmosphere became lighter. Perhaps it is an effective advert, the target audience is for more teenagers and younger adults because of the humor that it creates. Whether the advert did sell more of the product is harder to judge but perhaps it was effective as skittles is thrown in the audiences face so much. Technically this advert seemed like a scene from a film of TV show, as there was no music just diegetic sound. Also the camera is largely stationary with actually only 4/5 shots that have been cut together.








The Carling advert is more memorable not because of the full advert but rather the one line that is said at the end, 'its good but its not quite Carling.' The advert as a whole series follows these men that do really impressive things as such in this advert which denotes the man bungee jump and pick up an apple with his mouth. In essence thats what makes this advert memorable as it its not the action but rather the dialogue and its something that can be parodied in any fitting situation. Perhaps much like the Cadburys advert the effectiveness of this advert was more based on the brand exposure that it brought rather then general sales. Of course it would have pushed sales up the memory of the advert is not for the intended target audience, which addresses a more broader audience. The technical style of the this advert is again to create humor, the camera is in a low angle shot to show this man being hauled back up in the air, just as the line has been said. This again allows the audience to laugh at the his misfortune.
















The Compare the market advert is something that appealed to everyone. The series of adverts that included these meerkats was particularly memorable as there was so many elements that people liked. It may have been that the whole concept of having this Russian meerkat moaning that people were going on his website for insurance. But then to further this series and introduce other characters Sergei and follow stories of these two meerkats made the advert so memorable. At (0:29) where he squeaks at the end again adds to this funny, cute, lovable character that we actually enjoy watching. This campaign would have definitely been effective because the audience was so broad, older people could still find the humor in these adverts which would have only increased the use of their website. Technically, the advert seems very good, the Meerkat can obviously be seen that its animated but still maintains a real life to himself. His typically Russian accent allows for more humor to be created in his pronunciation and language.









This advert for Mars more memorable for its unpredictability, these old men jumping and swinging on the ropes of the bell created a lot of slapstick humor which can be received by many different people. at (0:17) which denotes the guys just about to start jumping on the ropes it really connotes and enforces the slogan that mars have. The idea that people perceive a church to have which is this sacred place, is turned on its head with this advert and thats what creates the humor and the memory. Anyone can watch this advert and see the humor which makes for a very broad target audience, anyone can relate to their slogan and concept behind this advert which is why it becomes effective. The selling point then stems from this which is the fact that anyone can have fun, have a Mars bar and play.






One of the main aspects of this advert is its age. This advert will always be memorable because of the connotation that it carries, when this advert first appears on TV it almost signifies the start of the christmas period. Even from the very moment we see the back of the coca-cola truck we know exactly what the advert is. Perhaps the very fact that one advert that only comes on for a specific time of the year and everybody knows exactly what its for, is the crux of the memory. This advert perhaps is more for children and younger people, initially but a lot of older people can associate themselves with the advert too, because they remember when it first came out. For an advert to carry such strong meaning only explicitly shows its effectiveness as well as coke keeping the advert for so many years. In terms of the technical aspects of this advert it seems very conventional, the jingle bells sound effects running through the advert coupled with the typical christmas aspects, eg christmas trees, allows the audience to get into the christmas spirit but they also associate the holiday with the brand.








The Pot Noodle advert much like the go compare advert is something that shouldn't be memorable but still is. The idea that this no body teenager wanted to be in the ring assuming his dream was to be a boxer, carries a controversial atmosphere. Through the advert of course we are behind the boy because he wants to fulfill his dream but equally there is a slight humorous undertone. But at (0:41) where we see him holding up the round no. it invites the audience to heavily mock him. Thats why this advert is memorable because its so cringe worth that we cant forget it. In terms of its effectiveness the advert is perhaps very awkward, the source of the humor stems from the boy doing what we perceive as a women's job. In reality there should be no reason why he cant do that job yet there is a subtle foul humor about the advert. Perhaps the advert was effective because it has created this controversy it does allow for more brand exposure. The technicality of this advert does have some very cinematic camera language, at (0:13.) however when the piano music stops and the granny screams out thats the point that the audience are then allowed to mock him.








The PG Tips advert follows a similar theme to many other adverts by including some sort of animal. The difference with this advert is that the bear acts as the smart role because they employ Johnny Vegas to play the 'kid' role. This campaign which includes a number of situations with the same characters creates the memory. We have the smarter, frustrated, adult bear coupled with the child, adult allows for the humor to really come through. The effectiveness of this advert solely rests on the performance of Johnny vegas and the bear, if their humor is dry then it would be memorable or effective. Instead from a selling point this advert has given the information that makes them look better then other tea bags but in almost a stupid way. Again the camera language of this advert is very stationary, but through the edit they have allowed for some 'tacky' transitions which also builds on this stupid humor.






This advert was memorable because there's been nothing like it. Of course footballers have featured in adverts before but this was something different. At (0:13) which denotes the 2 teams of normal teenagers on a normal pitch about to kick off. But as the guy turns into Ronaldo it connotes the link that is created between the stars of the game and the normal people that look up to them. That perhaps is the crux of the memory with this advert is that it turns these normal people in to the stars, and to play along with these professionals is something invaluable to teenagers that love football. The intended target audience would be teenagers and being apart of this target audience the advert was very effective. Every teenager watching the advert escapes from real life for just a couple mins and feels apart of this advert, it makes us feel like we could really become a professional. For an advert to create escapism would typically mean that it was an effective campaign. The editing style is very fast paced which can be seen at (2:11) tackles are flying in, we see the reactions of the fans, the goalkeeper shouting, it all adds up to create this tense atmosphere and grab the audience.