Can advertisers say whatever they want.

There is a certain extent you can say and do whatever in advertisement. There are some essence of racism and sexism in sorts of advertisments. Such as A white middle class family is used to advertise baby products such as baby milk and other things and this is done to idealize a perfect family because it usually is a the mum, dad and baby. Sexism is also used in sorts in perfume adverts. Such as using a provacative women to entice the male audience.

What is the point of advertising

• Advertising draws attention to a product or service. When trying to sell a product a good advertisment could be key in selling it. Drawing the attention of the audience is a great way to sell a product because it engages the customer plus keeps them interested in the product and advertisment. Sometimes adverts don't have anything to do with what the brand is trying to promote such as the Gorilla advert i have previously talked about but which makes this a great example. The fact that it drew an audience closer plus it kept the audience engaged and interested make a key way to sell/promote a product.

• Advertising helps businesses make a profit. Profit is key in growing and expanding a company. Products have cost which is loss due to making it but then again the company have to make that money and some more off the product they are trying to sell/promote. Loads of money is spent on trying to create a decent advertisment because most adverts deliver profit to the company. Great campaigning and advertising will lead to costumer interest which will lead to the costumer wanting to consume the product.

• There are 20,000 jobs in the advertising industry. This creates opportunities for so many different people who are creative and want to pursue advertising as a career.


• Advertising keeps consumers up to date with new developments. This means that whenever a new promotional product is out the company can promote it in a new advertisment which can make the consumer aware of the fact they have a new product. an example of this can be the promotional burgers that Mcdonalds have on for the Christmas. They have implimented the idea of christmas an created a burger which is aimed towards people who are in the christmas spirit.

Laura Mulvey and The Male Gaze

Gaze:

The concept of the gaze is one that deals with how an audienece views the people presented.

3 examples that feminist believe are

• How men look at women
• How women look at themselves
• How women look at other women

Laura Mulveys theory:

Laura Mulvey created the term 'male gaze' in 1975. She believes that film audiences have to view characters from a perspective of a heterosexual male.

Features:

The camera lingers on the curves of the female body, and events which occur to women are presented largely in the context of a mans reaction to these events. Relegates women to the status of objects. The female viewer must experience the narrative secondarily, by identification with the male.

Cadbury's Advertisement

Intro:

This is a video demonstrating the way that Cadbury's had to innovate ideas together through their production and marketing departments in order to create a Advertisement that would entice viewers to buy their product. They had created a iconic and unique way of presenting their brand and company through a unique and unusual way but all worked out because their sales were shot up by more then 200% when the video was first screened on the TV during a crucial event which was screened on TV.

Mise en Scene

The imagery and colors used in this video are simple with no added effects. Lighting is mainly focused on the Gorilla itself which draws attention to the gorilla plus it makes it the main focus. The room has instruments and the background has a purple wall which could resemble the color of the brand because Cadbury bars are purple. Props used are the drums which could resemble the song because Phil Collins uses a drum drop which is a very iconic part of the song and people remember the song through that part.

Sounds:

All sounds are Non-Diegetic because the use of a soundtrack which has been taken from Phil Collin and the song is called In the air tonight. The song was a smash hit in the 80's and the use of this soundtrack also caused Phil Collins to get a little recognition which later influenced his farewell tour.

Camera shots:

The first shot is a panning extreme close up of the gorillas face which could help show the passion and emotion in his face. You can see him heavily breathing which could resemble he's waiting for something big. Close up of his eyes are shown with him blinking and taking in steady deep breathes. A Close up is then shown of his face where the gorilla closes his eyes and looks up to the sky. A extreme close up is then shown of his nose showing the gorilla intake deep breathes as you can see his nose flaring as he breathes. The camera slowly zooms out to show the Gorillas eyes and mouth. The panning out of the extreme close up to a close up shows more of the Gorilla plus it allows the audience to intake the emotion and feel the Gorilla is feeling. The camera then slowly begins to zoom in and out of the gorillas face. As you can see from these shots you can tell that the camera was held in someones hands and wasn't placed on a tripod which could resemble a realistic feel even the advert is a anti-realist advert. The company is trying their best to make this advert feel as real as possible. The camera man then slowly backs away from the Gorilla showing that he has a drum set in front of him. A medium shot is then shown of the gorilla hitting the drums to a long shot of the gorilla and the drum set so that the audience can get a perspective of the scene. Shots are then flicked through long to medium shots to a panning out shot of the Gorilla where the Chocolate bars fades in with a purple background in the background.

Product and Audience:

The product being displayed is the Cadbury Dairy Milk and the Target audience is from 5-80 because it is very unique and unusual style of advert which could suit into age group.

Male and Female Advertisements:

Intro: Here are some examples of types of perfume advertisement. Usually perfume adverts are weird and have no meaning to them but i will be going in depth into both male and female adverts to find out the different characteristics and emotions used to sell a product which the audience can really smell.

Paco Rabanne on Prezi

Untitled Prezi on Prezi

Anti-Smoking Advertisement

Anti smoking ad - http://www.youtube.com/watch?v=0hySFt8O11A

Mise-en-scene:
The advert is set inside a hospital which instantly adds a sense of depression because hospital resembles illness and death. Due to the colors in the advert you can see it is very gloomy and grey which could represent sadness and depression.

Sounds:
Sound is all diegetic. No use of music or voice overs. The natural sound of the man on the hospital bed is used because because he seems to have a crackling voice which suggest to us that he is suffering from a illness plus the tone of voice used is slow and sensitive which could represent sadness.

Content signs

Signifier:                                Signified
Hospital Bed --------------- He's ill and at hospital

Nose tube ------------------ finding it hard to breathe

Product:
A product is not really being promoted but a message is being portrayed. As you can see from the suffering man it is stated in the advert that he is suffering from cancer which was caused due to him smoking. So the real message of product being portrayed or promoted is to stop smoking OR ELSE YOU'LL END UP HAVING CANCER like the man in the video. The company also tells us how to stop and how to get in contact with them if you need help in stopping smoking.

Plot:
The plot of the advert is an man who is obviously suffering from a illness. We soon come to know that the man is suffering severely from cancer and that smoking had lead to him being very ill. We gain to know that the man won't have long to live and that his daughter is coming to see him which means that the man also has a family. The empathy used in this is key for promoting the message because he tells us that he is going to dying very soon plus he has a family who love him enough to come visit him before he takes his last breath.

Target Audience:
People who smoke and are deciding to quit or wanting to quit as soon as possible.

Camera shots:
The close up on the mans face adds extra emphasis to his facial expressions and the state he is in. If there was a healthy man trying to say 'hey, let's stop smoking' with a close up of a huge smile on his face it wouldn't really hit the nerve of a smoker. So the man used in the advert shows he is dying plus the color of his face shows his life has been sucked out of him due to the illness. 

Advertising techniques:
A interview with someone who is suffering due to smoking. This is great because you get hands on information from someone who has been through what all smokers have been through and he has come out with the consequences that they initially lead to.  This is brilliant because most people don't worry about what will happen and don't really think about it but when they see a man like that suffering from smoking it hits you HARD and makes you realize that you need to smoking as soon as possible.

Types of Advertisement

In this post I will be talking about the different types of advertisements that are used in the advertisement business. Advertisements such as Narratives to anti-realists will be explained and examples will be given also.

Narrative Advert 

Renault 4+ TV Advert Four Year Package - http://www.youtube.com/watch?v=3axug8TEPII

Narrative adverts are adverts which have a start, middle and end. Basically a advert that is story based. A lot of advertisements use these types of advertising because they can express a story where they can relate to the audience. This entices the audience into buying their product because it is could enhance their life. 

Start with a boy/man buying a car and pressing the start button which is coincidentally pressed at the start of the advert. He takes a journey through a tunnel where you see shots of TV being passed very fast. He goes through his life's journey of graduating to looking for a job then into a interview. Shots the car are shown with himself and his friends and a very nice shot is shown where it shows the man driving in the rain with his car. This could mean that the car is there for him even on rainy days.  Sceneces flash through him and a girl who he fall in loe with and then later moves in with. They get married and their are shots of the car shown. They sit in the car together while the man is in his suit and the woman is in a bride's dress which could suggest that they are sitting in the car on their wedding day. More scenes are shot with them fixing the house they moved into, plus having the usual argument every couple gets into. The argument is shot in the car. Another shot in the car shows the woman pregnant  and tehn her being helped by her partner in what looks like a hospital. A little clip of the offer the company is trying to promote is shown and then the advert finsiing with the man and the woman looking at eachother and then behind them to a baby. The shot after captures another car which is bigger then his last one but it is by the same company.

In my opinion the way the director has done this is great because it motivates people who have a similar lifestyle. The narrative is a story that has a beginning, middle and end which could be a progression of a lifestyle or a story and this is a great structure to use because you can add so much into something thats only a minute long.

Realist Adverts

Lo'real Advert - http://www.youtube.com/watch?v=yg9ZuZ6Wazk

The advert i will be talking is a realist advert which are used to display real life events or things that people can relate to. These advertisements are usually used to express a product that you NEED to add a personality to your life or your lifestyle. Usually celebrity endorsement is used because people want to be like that celebrity and look up to their life.

The scene starts off with a door being slid open to show Cheryl Cole in a medium shot. She walks around for a while but the main focus is on her head or her hair. The close-up shot focuses on her head which is trying to promote the hair color  She opens a draw and then a panned close up of different hair color products are shown in a draw/desk. She flutters through the color with her fingers which emphasizes the amount of choice she has to colour her hair. More shots of her head and hair are shown with a small shot of her stroking her hair trying to emphasize the colour. She dances about and makes it seem she is having fun which could mean that adding colour to your hair is fun. The shot after that ends with the variety of different colours the company has to offer. Cheryl then flicks through a bunch of paper which have different colour which could show the variety of colour the company has to offer and then ends with her smiling and saying "because your worth it"

The use of a celebrity in my opinion is that it a key a way to add endoresment to a product. People see celebrities everyday from magazines to televisions. Plus celebrities are sought to have the perfect lifestyle which everyone wants and craves. So placing a celebrity who is claiming to use this product is encouraging the famous lifestyle that she lives to a audience who is craving that lifestyle.

Anti-Realist

Lynx Chocolate Advert - http://www.youtube.com/watch?v=lCZ-6y2UEfM

Anti Realist adverts are types of adverts that aren't real and have been made through the use of camera effects or special effects. Anti-realist adverts are usually used to show off a dream or desire through a way that everyone knows won't really happen. The advert talked about here is that of a man who turns into a chocolate man because he sprays a deodorant which is also called chocolate.

The scene starts off with a man reaching over for his deodorant which is the product the company is trying to promote. He sprays a little on himself and then puts the deodorant back onto the self. A close up is shown of the product. all of a sudden the man turns into a man made of chocolate. The man of chocolate is walking down the street with the "cool walk" when she see a women take a sniff of him then the man rips off his nose and sprinkles the crumbs onto a ice cream that these two girls are having  There is then a scene of the man relaxing in the park wile a woman is trying to dig a strawberry into his belly button trying to get chocolate onto it. The scene after that is two girls licking and eating the chocolate mans face while they are at the cinema. He then offers woman in the hospital a box with his hand in it which represents a box of chocolate  The scene after shows a medium shot of the man standing on the train when a women suddenly bites a bit of chocolate from his bum. He walks past a gym filled with woman and they rush to the window and try to grab a hold of the chocolate man but they can't because of the window. He looks at them and just to tease them he waves a "hello" when a car drives past and a women yanks his arm off.

I like the use of a Anti-realist adverts because you can go mad on them. You can take dreams and desires and implement them into a small video that could encourage an audience into buying a product. This is because of the fact that dreams and desires are all imaginations and are always kept inside the mind. So playing with those thoughts and desires

Animation Adverts  

Aquafresh - The Nurdle Shmurdle - http://www.youtube.com/watch?v=hHpXBa5Gsvc&feature=related

An animation advertisement is a presentation of an advert that has been computerized or animated to create a cartoon or animation. This is the Aquafresh advert which was created to advertise a product that would help promote the Aquafresh brand.

As the advert starts off there is an establishing shot of a house that doesn't seem to look like a normal house. A shot is then taken of three animated people who seem to look like toothpaste. Two of them seem to look like parents and the other seems to look like a child. They seem to talk to each other and the male toothpaste points out to the female toothpaste that its time to brush their teeth. Now a quote like this has been used because Aquafresh is brand of a company that sells toothpaste and they have been renown for having many different advertisements that are related some sort into brushing your teeth or having a clean mouth. Anyway the advert then shows us the small toothpaste pulling down a lever that shouldn't be pulled down and then the grown up male toothpaste seems to shout at the smaller one. A scene of humor is portrayed here so that it it keeps the viewer interested in the advert and keep their attention. The female toothpaste then turns of the lever and asks the male if they do the 'shmurdle'. The male responds yes and then tells us that we should do the 'shmurdle' to remind of us to brush our teeth for bedtime. A large screen descends from the left hand side of the screen which then pops out with a video of small children dancing. The female and small toothpaste begin to sing a song while the children in the video begin to dance with it. The male toothpaste then slides into the scene and begins to sing and dance. A scene is then changed to show a factory or a time belt moving boxes along that have the Aquafresh logos on them. A machinery is then shown pumping toothpaste in through a huge tube and then it squirts a little toothpaste onto the brush the female is holding. A zoom shot is shown of the toothpaste and then the scene is cut back onto the video of the children still dancing. The female and male spin back into the scene and carry on singing. A medium shot is then shown of the male toothpaste who looks like he's trying to listen to something and then vibrates while there is a non-Diegetic sound of gargling. A medium shot is then shown of what looks like a family of toothpaste people each holding a toothpaste and getting ready to brush their teeth. Shots are then cut through the video of the children dancing and the family dancing together. The dance then finishes with the children and the family doing a small jump and then the family run off into a sort of elevator which then zooms down into the floor. Two beds and a baby cot seem to pop out of nowhere and through two holes in the room seem to drop down on to the bed. The parents seem to get into bed and look tired. A medium shot is then shown of the little toothpaste gone to sleep and then a long shot is shown of the family all in bed. The light then dims and a small box of text appears at the bottom of the screen showing the website to go onto to promote the brand.

 Non-linear Narrative Adverts

Guinness advert - "Men and women shouldn't live together"- http://www.youtube.com/watch?v=hieKgQNQpMA&feature=related

A non-linear narrative advert is an advert that tells us a story but doesn't have a start, middle or end. This is what makes it non-linear because if it were to be linear it would be like all other stories that have a beginning  middle and end. The first shot of the advert is an establishing bird's eye view shot of a town. A pan shot is then taken of a messy kitchen, then video cassettes and then a still of a dead fly. A zoomed shot is then shown of a someone putting on some gloves which portrays cleaning and cleanliness. Shots are then shown again of a dirty house which moves onto a scene of  someone flushing a toilet. This could represent dirt being taken away , after that someone slams down the toilet scene. A person with cleaning gloves then picks up a plastic bag and then a liquor bottle and then a naked man having a bath with a magazine. a shot is then shown of a ash tray is shown with no ash inside of it but ash outside and around the ash tray. The scene is then shown of the man in the bath yawning and then a person cleaning some more. The man is then brushing his teeth and then shots of a dirty bathroom are shown. The person with the gloves then turns off the flowing water from the bath that the man who was bathing in had forgotten to turn off. He then pulls a draw to get into his drawers but the front part of it comes off. The person with the gloves then takes the shaving brush and turns off the running water the man again left on. The man then struggles to get into a shirt which then shows a scene of someone throwing clothes into a basket. The man then rushes down his stairs and a black and white scene is shown of a quote by Diana Dors which says 'men and women shouldn't live together. They are totally different animals. The scene after is a zoomed shot of the person with gloves straighten out the mans suit and then the man taking a piece of toast from a plate. He runs out the door with the toast hanging from his mouth and then turns around to another man who is running after the man behind him. The first man turns and points out the toast the other man had made for him and to show a sign of appreciation the first man kisses the other man. He then runs off to his car in a rush and places his mug onto of the car he is about to get into. The man at the door looks at the man rushing off and notices that he leaves his mug onto of his car and goes into the driver seat and closes the door. The man at the door has a worried look on his face and then shots are shown of the man eating toast and the dripping tea/coffee from the mug on the roof of the car. The man in the car turns to the other man with a mouth full of toast and smiles at the other man to which the scene is cut to the other man smiling back. The guy in the car then drives off and the mug on to of the car slides down the rear of the vehicle. The person with the gloves waves at him which gives us the idea that the person cleaning the house was that man. a quote then is shown saying 'not everything black and white makes sense' to which a spinning Guinness pint is shown to the public.This is shown to promote the product and to induce the audience into buying a pint of Guinness.

 

Unit 30

Advertisement Promoting a product/service through different forms of media

Strategies Used 

• Children Audience White middle classed children. Children. Animation. Sound. Tone of voice who maybe a child. 
• Teenagers Trend. Use of language could be slang at times. Tone of voice or type of voice that is used could be someone who the  know or an relate to or want to be. 
•  Charity Adverts Less fortunate people. Slow/ Sad music. Tone of voice is sad or depressed. Emotional Blackmail 

Music Trends and hits that are popular in the charts or have been in the past that people have listened to or are very fond of. Sometimes the song can add a mood to the advert and a example of that could be the Twinning advert where the song relates to slogan. Or maybe a fast paced ong could be used to drag in children because children like fast and spontaneous adverts. 

Celebrity Endorsement Use famous actors or celebs to endorse a product. This could be because people seen on TV look perfect and the audience may want to be like them. 

Animation Adverts 

• You can use your imagination to create anything 
• animated and animations used
• mostly aimed at children or teenagers but could sometimes be implemented in other adverts 
• Use of effects and computer generated images 

Realist Adverts 

• Advertising a NEED 
• Ones you can relate to 
• Factual 

Anti-Realist Advert 

• Nothing real 
•  use of effects and computer generated images 
• Fantasy 
• use of things that aren't real such as a alien or skittles

Narrative Adverts 

• Have a story 
• Beginning, middle and end 
• story that's relatible 
• sequences 

Non-linear Narrative adverts 

• No logical order 
• there is no order 
• unique ideas