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.
