Audiences

Research - Audiences from _arlindm1

Jingles and Slogans

Jingles are short songs or tunes utilized in advertisement which contributes to a company's brand identity. Jingles are also used for other commercial uses and is effective in promoting the product or service. Within a jingle, there will usually be a hook and meanings that will explicitly promote the product or service. Jingles are effective in advertising as it will allow the audience to associate the song or tune with the brand product or service and result in it being more memorable. This can result in sound branding as well and maintain the brand image. In some cases, jingles are created through the use of snippets of popular songs, where lyrics are modified to promote the product or service in an appropriate way. Jingles are most often used in radio and television commercials as they are the best way for the audience to hear the jingle and associate it with the brand product or service. The only disadvantage of jingles could be that some audiences may not be interested in it or may find it annoying. 

A slogan is a catchy phrase or series of words that are used to help the audience associate and remember the company, brand or product. Slogans aim to be memorable for the audience so that it will stick in their mind and can be mentioned in a jingle. In some cases, there may be a single made up by the slogan. Slogans are used in various marketing efforts and are highly effective in promoting a service or product as the slogan will summarise what it is all about. For example, at Tesco they have 'Every Little Helps' which explains the reason for why they often have discounts, in order to 'help' their customers get the best price. It is a way for advertisers to highlight the reason why they are special or different from other competitors. A slogan can potentially become the centrepiece of a company, where audiences will instantly associate the slogan with their brand. 

Probably the most distinctive jingle and slogan is from 'McDonalds'. The jingle that they have is instantly recognisable and audiences associate it with its rightful brand. We can hear the whistling tune which is followed by the phrase 'I'm loving it'. This is also their slogan and we can see how the slogan is implemented in the jingle to help embed it into the audience's mind. The simplicity of the jingle and slogan allows for the audience to easily remember it and associate it with 'McDonalds' every time they hear it, which grants the company more customers as young children and everyone else will want to visit 'McDonalds'. The effect of associating the slogan with the jingle is that it will make it easier for the audience to identify the brand identity. 

Another example of a renowned jingle can be identified in the advert above from 'Go Compare'. In many adverts there is the same tune being played with extended or different lyrics that highlight a new service. In the advert above, we can hear the jingle and the repetition of the brand name which sticks in the audience's mind. Despite some audiences perceiving the jingle as annoying, it fulfils its purpose as the audience still remember the jingle and thus are reminded of 'GoCompare'. Whenever someone may be looking to compare prices on financial services, they will remember the jingle and think of 'GoCompare'. 

Jingles and slogans combine to help the advertisers to gain the audience's attention and  attract their target audience. Jingles and slogans especially highlight the dedication that the company put into their products or services as they want their slogan to be true to it. If a service or product is followed by their slogan, this shows that the advertisers believe that they have produced an honest product or service that should appeal to the audience.

http://smallbusiness.chron.com/importance-ad-slogans-31343.html

Radio Adverts

Radio Advertising is an effective form of advertising where companies promote their products or services in the radio industry. Advertisers will pay radio stations for airtime and in exchange, the radio station broadcasts the advertiser's commercial to its listening audience. It is most effective in reaching the targeted demographic as radio stations will know what type of audiences are currently listening, therefore the target audience can more easily be reached. However the disadvantages, are that radio stations are not used as often because people will more likely listen to their own songs instead of listening to the radio given the prevalence of smart phone applications, mp3 devices and more. Also, TV programmes and other online platforms are widely favored over radio stations therefore the audience amount will be limited through radio advertising. 

There are different types of radio advertising that are effective in the type of message the advertisers are trying to convey. For instance, live read is where you can hear commercials read in real time online by a radio announcer. It is highly effective as with a popular on-air host, the message will carry more weight as they will already have a respectful fan base. 

Another type of radio advertising, is sponsorship where many radio stations 'implement sponsorship for certain types of radio segments, such as traffic, weather, or sports scores during halftime.' As previously explained, sponsorship is an effective way of advertising especially through radio as it is a simple way to reach out to an established audience.

Furthermore, a produced spot can be a straight read of advertisement messages or a read that uses many voices, sound effects or a jingle. There will be a short, catchy song about the advertiser's company and make the advert more recognizable. 

In this radio commercial from 'Pizza Hut' we can clearly see how they have chosen to highlight the benefits offered if they buy a specific pizza they can get something else in return for free. In this radio commercial, pizza hut promotes the world cup by offering a free soccer ball if the audience buys their pizza. This makes the pizza more appealing to the audience as they will not only gain the satisfaction of eating it, but they also get something more for free. As well as this, the way in which the message is exhibited by the speaker in a breathless way, excites the audience and further interests them as. The speed of dialogue motivates and rushes the audience to go ahead and take their deal. In a similar way for my own radio advert, I could offer a discount on further products if the customer purchases my main product. There would be a voiceover encouraging the audience to hurry and buy the football boots and receive discounts on other products. 

Another example of a radio commercial is from 'Tesco' starring Chris Clarkson. In this radio commercial we can hear Chris Clarkson listing everything that has a price drop and does this at an amusingly fast rate which impresses the audience. This is effective as the audience do not need a visual sight to see what is on offer, as the speaker lists so many already, implying everything at Tesco's now has a price drop. There is another dialogue that interrupts over Chris Clarkson, where Julie Walters confirms 'the new price drop at Tesco' and also mentions the brand slogan, 'every little helps' which helps to emphasise and build on their brand identity. Similarly, I may list all the benefits that will be included if my target audience purchases the football boots that I will be advertising. I could present my radio advert in a humorous way such as guaranteeing a football player will score an overhead kick every game and more. 

https://study.com/academy/lesson/what-is-radio-advertising-definition-types-examples.html. 

TV Sponsorship

TV Sponsorship is where advertisements have a sponsorship which serves as a matchmaker between the brand product or service and the audience which allows for brand associations. Thus, this allows for the association to embed more easily in the audience's mind. TV sponsorship can vary between simple on-air associations or programmes to long term partnerships with branded content, product placement, televised branded events and more. It can be used in a variety of ways depending on the brand product or service's object. In some cases, the only way that the product or service's target audience can be reached is through other TV programmes that have high viewers. TV sponsorships can be shown in between breaks of TV programmes to further promote the product or service. In a TV sponsorship, the brand logo will mainly be displayed or a short promotion video will be displayed. 

There are many benefits of TV sponsorship  such as increased product awareness. It can deliver a consistency of audience, time of day and environment as there will be certain TV programmes that are on certain days every week such as the 'X Factor'. Audiences will tune in to watch the programme and become aware of other products or services between the breaks through TV sponsorship. It is also a great way for advertisements to first get on TV. It can also lead to an improved corporate image as if the product or service advertised is associated with a big TV programme such as the 'X Factor' then audiences will know that it is a worthy product or service. As well as this, TV sponsorship benefits the most in enhancing advertisement campaigns where a product or service has recently been released. This will benefit companies as there will be a wide range of audience through TV sponsorships as well.  

     

This advert from TalkTalk is a prime example of TV Sponsorship that is displayed on the 'X Factor'. It is a 10 second promotional video for 'TalkTalk' and clearly presents their service in an enlightening way where other people have already acquired their services and having a good time. The fact that there will already be a large amount of viewers watching the 'X Factor' means that they will reach out to more viewers and maximize their publicity. In the video, the audience can clearly view that 'TalkTalk sponsors The X Factor' and those who like the show will be more open to trying out TalkTalk's services. The enthusiasm that is conveyed through the advert also emphasizes the show's energy which also promotes the 'X Factor' as well. This shows how TV Sponsorship works to benefit both parties and the way it is useful for both TalkTalk and the 'X Factor'.

TV Sponsorship can be identified with 'X Factor' and 'Just Eat' in the ten second advert above. We can clearly see that 'Just Eat proudly sponsors' the X Factor which is shown through the show's logo. TV sponorship is used to significant effect in this video again as both companies are able to promote their services and benefit from each other. 'Just Eat' shows Michael Springer in an entertaining way where he is dancing to the music and food. This is effective as audiences who already enjoy watching the show will be lured into the energetic vibe that 'Just Eat' lets off in their short advert. They are also able to attract a wide range of audiences as the 'X Factor' will already have a fanbase and the TV sponsorship makes it seem that the two companies are deeply associated as they are very similar to each other in its presentation. 

https://www.thinkbox.tv/How-to-use-TV/Sponsorship-and-content/TV-Sponsorship/Introduction-to-TV-sponsorship

Techniques of a TV advert

Hidden (covert/subtext) messages - 

Hidden messages in a TV advert convey a message that the audience may not realize at first. This technique is presented in adverts in the form of an image or word displayed quickly so that few will notice the message. The hidden message may also be hidden within the advert so that the audience are not consciously aware of it. As well as this, hidden messages may be conveyed in the form of an audio that is in the background of the advertisement in either forward or reverse speech. Through this, the audience again are not aware of hearing this hidden message. The whole purpose of a hidden message is for the audience to uncover and interpret it. Hidden messages may also involve cryptic or symbolic codes in print advertisements. 

Subtext messages are the audience's interpretation of the media text. In other words it is the meaning that we create from the hidden messages in our own minds. Covert messages are basically the same thing because the message communicated is not clear and can be interpreted differently. TV advertisements may include subliminal messages that will pass below the normal perception and allow audiences to interpret it differently based on their own experiences, knowledge or attitude.


This advertisement from 'Chipotle' perfectly displays a hidden message that promotes the burrito in an amusing way. The slogan says 'usually when you roll something this good, it's illegal' which connotes to the rolling of 'weed'. Although this may be negatively perceived by some audiences, the general perception will be that it is a funny hidden message. They are saying that their burritos are rolled to perfection and are as good as 'weed' which promotes it.


Overt messages

The difference with overt messages are that they are direct messages for the audience. It will be easy for the audience to perceive what is being communicated in the advertisement. Overt messages are particularly beneficial because it allows the audience to openly view the product that is on sale.

This advertisement from Mercedes-Benz Vans contains both overt messages and covert messages. The overt message is that the Mercedes-Benz Vans are 'Keeping Businesses Moving' by being the main car company for different services. The covert message that is being communicated is that Mercedes-Benz Vans is the preferred company by many people because there are services like taxis and ambulances that are being run by their vans. This makes other audiences want to buy a van from Mercedes because others are doing so.    

Emotional response

This technique is when adverts draw upon the emotional responses that the audience give off. This is a powerful technique as audiences will often respond to adverts that trigger a sad or upsetting emotion and will purchase the product on offer. For example, the advertisement could be promoting a charity or donation by focusing on the sufferings of less developed countries or disabled people, which will make the audience sympathize with them. The audience will feel that they are trying to stop something they fear or stop it from happening. Advertisements that trigger an emotional response are likely to play upon guilt and compassion that will make the audience feel it is necessary to react to it. A common technique that adverts will use, is focusing on the story of a person and conveying their struggles and experiences and the audience will respond to this.

This TV advert is a good example of how it draws on the emotions that the audience give off. The advert presents the struggles of a boy in Rwanda, to collect water and survive. This makes the audience feel sympathetic and guilty that they don't have to suffer in search of water. Wateraid offers a solution to the boy's problem and others like him by donating £2 a month and supplying them with water. This is effective as at this point, the audience have already undergone the emotional response and are more likely to comply to the advert.

Compassion

Compassion is one aspect of the many emotional responses that are generated by sympathetic adverts. Similar to emotional responses, audiences may respond in compassion to particular adverts that trigger upsetting or sympathetic emotions. The audience will have feelings of compassion once viewing an advert such as the Wateraid advert. This is because the audience may feel sympathetic at the misfortune of other children not having water. 

A good example of an advert showing compassion is the McCain : We are Family advert. It is an innocent advert inviting all types of families to eat their chips, communicating that family is the most precious thing at the dinner table. The audience will soothe to this idea and respond compassionately. This will encourage the audience to buy the product and gather their family for dinner to feel the same emotions. 

Association 

Advert techniques involving association are an effective way of appealing to audiences in a more identifiable manner. The audience will find something they can relate to and identify with which will appeal to them. They will usually find something that they can associate themselves with in society that is being portrayed in the advert. The advert may focus on a current social problem or event that the audience will associate themselves with. 

Fear 

Some adverts generate fear for the audience by presenting a risk of using or not using a specific product, service or idea. The adverts will portray the negative consequence of neglecting the product or idea, which will pose a threat for the audience and thus generates a sense of fear. The advert motivates the audience to react to it and take the recommended product, service or idea to remove the threat. Generally, most consumer products employ a low sense of fear which appeals to the audience in a positive way. For instance, there could be an advertisement about a digital product possessing a low-fear appeal that the audience will be left out if they don't acquire the product. 

In this advertisement, it is clear how fear is utilized to motivate the audience to respond to the main idea of wearing a seat belt at all times. The advert shows a catastrophic car collision that could've been avoided if the man wore a seat belt like his partner. The audience will be fearful of such an event ever occurring to themselves and will respond taking the recommend action and wearing a seat belt at all times in the car. This is an effective way of getting the audience to cooperate and respond to the advert as fear triggers response.


Concern

Adverts that generate concern from the audience encourages them to react in a similar way to fear. The audience will instead be worried at a possible consequence that is being portrayed and will take action to prevent it. Like the seat belt advertisement, the audience could have a range of emotions including concern for their safety which will encourage them to wear their seat belt. Adverts like that can produce both concern and fear which touches on two different techniques, further motivating them to take action. 


Self-perception

This advertising technique is considered highly effective as most viewers are presumed to compare themselves with the advert's content with self concept when they are exposed to advertising messages. Therefore, audiences will interpret and change their own behavior following the acquisition of other media texts such as adverts. This technique can be located in most adverts as the audience can respond to anything to trigger self-perception. 

This advert displaying a new make up system targets self perception from the audience. The target audience will most likely be young women who will use make up. After watching this advert, the audience will feel that they have to obtain this make up product to maintain a certain look. Self-perception can change following mainstream adverts and the way in which keeps up with society and its expectations. 

Social position

Adverts may utilize this technique to motivate the audience to acquire the product or service because of its relevance in society. For instance, the latest Apple product will be the focal point of advertising and everyone will want to buy it. The advert will communicate the social position of the latest product by stressing its relevance in society and this will make audiences feel that they have to keep up with society. 

This advertisement by 'Samsung' is a perfect example of how the social position of the product stands out and appeals to the audience. The advert compares 'Samsung' to 'Apple' exposing some of the things that they can't do and that Samsung products is now more useful and helpful to the public. The advert, 'Growing Up' also presents the way in which 'Samsung' is becoming more relevant in society as the character gets rid of his iPhone and changes to Samsung Galaxy which suggests that it has a higher social position. 

Celebrity endorsement

This form of advertising involves featured famous celebrities in association with the product brand. This appeals to the target audience even more because they will be inspired by the celebrities and will want to follow them and get to their level by acquiring the same brand as them.

This advertisement by BOSS bottled features a famous actor, Chris Hemsworth. The advert focuses on his daily routine and shows how he uses the HUGO BOSS perfume to help him get on with his day and show integrity and respect everywhere. The fact that the main character is a famous actor, encourages the target audience to buy the product because a successful man is doing the same thing. HUGO BOSS often use celebrity endorsement to appeal to a wide target audience and appeal to their inheritance factor as well, another effective way of boosting their sales. 

Characteristics of a TV Advert

Characteristics of a TV Advert:

• Benefits offered
• Advantages over similar products
• USP (Unique Selling Point)
• Lifestyle Appeal
• Brand Identity

Brand Identity

Brand identity is a crucial characteristic of a TV advert because it is how the production company want the audience to perceive and identify the brand. The brand identity could be in the form of a logo, a slogan or the production company's name. It is important for a production company to make their brand identity known and easily identifiable in order to increase its appeal and value to the customers. Strong brand identities in advertisements are highly effective because the audience will recognize the product immediately and will be interested. However, if a production company does not have a well known brand identity, they may struggle at first to attract audiences through the brand identity and will focus on other characteristics of a TV advert.

The image above is a prime example of brand identity, a simple form of advertisement through a logo which the audience will recognize as 'Apple' immediately. It is highly effective as the audience will feel that there is a supremacy attached with the brand, due to its simplicity, which encourages them to buy their products. 'Apple' has a very distinguishable brand identity that even non customers will recognize and this is key to their brand exposure.

Lifestyle Appeal

This is an effective characteristic of a TV advert because it will represent the audience's desired lifestyle which will appeal to them. Lifestyle appeal in advertisements grabs the audience's attention because it will contain a feature or product that the audience will wish for in their own life. However, sometimes this may not appeal to certain audiences as they might not be interested in this particular lifestyle.

The image on the left is from an advert called 'The Rolex Way' and a key characteristic is the lifestyle appeal that is on offer. The advert presents a new 'Rolex' watch in a superior way where it really stands out. This is a watch that nearly every audience desire to have and the way in which it is displayed in a supremacy, fuels the audience's desires even more. 




USP (Unique Selling Point)

The unique selling point of a TV advertisement differentiates and separates a product from other similar products from rival competitors. It is something that the production company will highlight in order to appeal to the audience and make sure that they are the best option compared to their competitors. The USP may be that it is of the highest quality, has the lowest price, or that it is a new product of its kind. More often than not, the USP will come in the form of a slogan which will explain what their offer is or what the product is all about which will appeal to the audience in a simple way. The USP also could be other features such as guarantees or special deals that come along with the product, which may also be appealing to the audience. The USP is a great way for the advertisement to stand out ahead of rival adverts. The only time where the USP of a TV advert may not be effective is if the particular audience are not interested with the 
proposition being offered.  
  

The online advertisement on the right is of the upcoming 'iPhone X' and there are two slogans which stand out to the audience. 'Say hello to the future' reflects their USP to produce innovative technology like they always have done. 'A new generation of iPhone' also boasts a new product which will appeal to Apple customers particularly those who desire to possess the latest product and it also builds excitement for the new phone.                                                                    



Advantages over similar products

TV advertisements that present advantages over similar products are highly effective in appealing to the audience. This is because they will feel that they are looking at the best product available because the advert will point out what other production companies don't have, and what they have instead. The advertisement will serve as proof to the audience that they are the best product in the market because of the advantages over similar products on display. Many TV adverts contain this characteristic as it is effective in luring new customers in who will want to buy their product instead of rival products. Some audiences will be made aware of the advantages and will want to change their product for the better one, which is positive for the production company.  
 


The following image is a logo from 'm&m's' with a slogan that instantly presents to the audience as an advantage over similar chocolate products. "Melts in your mouth, not in your hands," appeals to chocolate consumers because they will be looking for the best taste and experience and they promise that it it will not melt in your hand like other chocolate products may do.


Benefits offered

Many TV advertisements will include any benefits offered along with the product available. This will encourage the audience and customers to buy the product as they will feel that they are gaining more than just the product. A key example of benefits offered is deals that include money off which will appeal to the audience as they will save their money. As well as this, there may be other benefits on offer such as bundle deals where the customers can buy more products together for a lower price. This is an important characteristic of a TV advert because the audience are highly likely to notice the benefits offered and will be tempted by it. 

The leaflet on the right from 'Pizza Hut' includes the benefits offered if you buy one pizza, you get one free. This encourages the customers to buy it because they will get two for the price of one. It is clear that the advertisement of 'Pizza Hut' strongly depends on the benefits offered because it is the first thing the audience will notice on the leaflet.

Codes & conventions of TV Adverts

The codes and conventions of advertisements are the typical elements implemented that the audience use to identify an advert with. They are effectively used to suit the forms and style of TV adverts and are used to communicate information to the audience. Depending on the advert, they will possess different types of codes and conventions that will allow the advert to be successful. 

Conventions of TV Adverts:

• Techno effects, lighting, editing, sound music, graphics, special effects
• Iconography
• Compression of narrative 
• Brand product identification
• CGI effects
• Celebrity endorsement 

An advert can possess different techno effects, lighting, editing techniques, sound music, graphics and special effects. These conventions are relevant to most forms and styles however they are suitable for surreal adverts. This advert by Audi involves many TV advert conventions. The CGI effects stand out the most as the car and the setting is presented in a surreal way. It shows a dynamic CGI experience of the new Audi car. There is constant high key lighting that adds to the surreal style. The sound music also generates a digital feeling that appeals to the audience. Combined with the smooth editing techniques, it creates a dreamlike experience for the audience who wish to drive an Audi. Due to the CGI and special effects, there is high quality graphics which makes it more appealing to the audience. The special effects create an illusion of reality and this is prevalent in the setting. The car drives through unrealistic settings such as a perfectly shaped maze and all the special effects makes the audience feel that they can also undergo a similar experience even though they know it does not exist. It is comfortable to the eye and the graphics create the impression that the car is also of high quality. As a result, the combination of the different conventions shows the way in which they are used to appeal to the audience and confine to their aspirations. The Audi advert is a perfect example of the way in which the different techno effects are utilized to create a visual presentation of the audiences dreams.

The following advert is another example of the way in which different conventions have been combined to appeal to the audience. Although there are less distinctive techno effects, the advert features a real life celebrity, Ryan Reynolds in the Super Bowl advert also sponsoring Hyundai. The use of cinematography is effective in this advert as it cuts to show Ryan Reynolds in different scenarios. He constantly appears throughout the advert which appeals to the audience as they will want to see a famous actor doing daily things that they would do. This advert would aim at adults who are interested in purchasing a car. As well as this, it appeals to fans who follow the Super Bowl. The use of brand product identification is presented through the car that follows Ryan Reynolds throughout the advert. The Hyundai car is constantly present throughout the advert which makes it easy for the audience to identify it and appeal to it. 

A key convention of advertisements is also the compression of narrative. It is when an advert uses short narratives to make the audience engage with it. It makes the advert more interesting and allows the audience to follow the narrative to stay aware. The compression of a narrative is beneficial as it will persuade the audience to acquire the product or service. It will show why it is important to the narrative and the product or service will serve as a solution. In the Super Bowl advert, the Hyundai car presents its safety features through the signal when Ryan Reynolds is crossing the road. The car conforms to the happy environment and keeps everyone safe because of the way it prevents the two women driving the car to be distracted. 

This advert from Colgate follows the conventions of a surreal styled advert. As a result, it uses CGI effects combined with different techno effects. The use of iconography is especially effective as is compliments the brand product. The toothbrush is used to allow the audience to identify the brand product. It is effective in combining with the toothpaste that is being promoted and allows the audience to relate them. The iconography highlights the purpose of the toothpaste as that is where it is supposed to go. The special effects and CGI present the Colgate toothpaste in a surreal way that appeals to the audience. When the character brushes his teeth, the toothbrush enters a heavenly setting which suggests to the audience that the toothpaste is the best product. The conventions used for the surreal style are effective as it promotes the freshness of the Colgate toothpaste and this is emphasised through the clouds and white scenery. There is also high key lighting which further brings forward the idea of a heavenly effect. This use of convention ultimately appeals to the audience as they will feel that they are purchasing the best toothpaste brand there is. 

This advert by 'Adidas' features a real life player, 'Mesut Ozil' which shows the use of celebrity endorsement. It is a football boot advertisement and this will appeal to the audience as they will see a professional player using the boots. This will make the brand product more trustworthy and it further appeals to the audience as they will want to wear the same product as a famous football player. The use of brand identification is also effectively put to use in this advert. The advert promotes two types of trainers that are for running and general sports, and one for football. The narrative follows 'Mesut Ozil' and when he steps out of the car, the camera tilts from the feet up. This allows the audience to clearly view the trainers and gain an insight to it. When he is preparing for a match, the camera focuses on his football boots. The use of cinematography is effective as it allows for brand identification. The different shot types clearly present the brand products and allow the audience to assess them and become attracted to it. As well as this, the editing techniques allow for the trainers to clearly stand out at the end of the advert. It takes up most of the screen and is accompanied by the brand product slogan that is 'master' and 'control'. The advert then concludes with the brand product name which is 'predator' and this further emphasises the different forms of brand identification. This convention is highly effective as it allows the audience to recognize the brand  name or product through different elements. As well as this, the brand product serves as a key form of iconography that the audience use to understand the advert. The music is essential to contributing to the excitement of the brand products and this encourages the audience to purchase the trainers.

Styles of TV Adverts

Style of TV Adverts:

• Humorous
• Surrealism
• Dramatic 
• Parodic

Humorous - This style of TV adverts is deployed to amuse the audience and in return attract their attention to the product. Humorous adverts are effective because if they are successful in its purpose, the audience will remember it for a long time and always associate it with the brand product. In these adverts, there will be much humor that will grab the audience's attention and something humorous is more likely to be remembered by the audience than any other style. Humorous adverts are most effective because it makes the product memorable when a simple product is presented in an amusing way. This is a way production companies can make their product or service more interesting than it is perceived by adding a humorous style to the advert. However, this particular style may result in people not taking the advert or brand product seriously. This is because humorous adverts will normally contain different jokes, and the audience may brush off or not pay attention to the overall message of the advert. 

This advert by 'MoneySuperMarket' is presented in a humorous style. This is because a man in a suit and short jeans is dancing in a frantic way in public area. This sight is not something people would normally see thus it is amusing for the audience. The way in which the main character stares at other members of public and dances is comedic and makes the audience want to find out the reason for his behavior. As well as this, the character's costume is abnormal and humorous as men don't normally wear tight short jeans with heals. At the end of the advert, the service is revealed through the slogan, "You're so MoneySuperMarket" where Sharon Osbourne also says it at the same time. The advert itself is clearly irrelevant to the company's service, but is effective as the audience will be in a good mood and will want to check out the service. The humorous elements in this advert will remain memorable for the audience resulting in them remembering 'MoneySuperMarket'. Therefore, whenever the audience may be searching for a website that compares prices in financial services, 'MoneySuperMarket' will be their first thought.

The target audience for this advertisement would be anyone concerned with comparing prices. In terms of psychographic profiling, mainstreamers, aspirers, succeeders, reformers and individualists will all be targeted by the advertisement as it meets all of their interests. Anyone from senior mangers to unemployed or casual workers may find the advert of interest as long as they are looking for this particular service that 'MoneySuperMarket' offers. Audiences in the E category of the Socio-Economic Model will be appealed by the advert as it is a free service and remains realistic for them. Both men and women aged 25-35 will be the primary target audience as they are the most likely to use this service. 

Surrealism - Adverts in the style of surrealism are effective in making an advert stand out from others through the use of special effects and advanced imagery. A surreal advert is achieved when the narrative plays on the norm and something fictional or dreamlike is displayed instead. Surreal adverts aim to be as creative as possible in order to be distinguishable from other adverts. They usually surprise and amaze the audience in the way in which the brand product or service is presented. The only downside to this style is that the brand product or service may remain unclear and unidentifiable to the audience, because of a lack of screen time.  

This advertisement from 'IKEA' is a surreal advert that appeals to audiences who crave their bed. The advert appears in a dream like style that is impossible because the woman goes through the sky jumping from one bed to another until she finds her perfect bed. This is where the IKEA product is introduced following a surreal experience in the sky. Throughout the advert, there is a heavenly aura which conveys a surreal style and this makes the audience feel that if they buy the product, they could have dreams like this as well. 

The main target audience for this advertisement would be consumerists who are interested in products and improve themselves. Regarding psychographic profiling, aspirers will most likely be targeted as they will try to absorb the ideologies of products that 'IKEA' offers and keep up with the latest products. The primary target audience can be both men and women aged 21-35 who are working class and of any race. The target audience can also be located in any category in the Socio-Economic Model. 

Dramatic - A dramatic advert are usually presented in the form of narrative driven adverts where it appears as a drama or film scene. There are dramatic elements to promote the brand product or service with high significance where they emphasize other horrible things that are currently happening in the world. Dramatic adverts serve to make the audience feel bad and guilty about a current situation. Charity appeals and smoking or drinking campaigns are mainly presented in a dramatic style to further highlight the problems in society. The advert will make the audience feel that they have the power to make a change following the dramatic scene. Dramatic adverts trigger emotional responses from audiences and motivate them to acquire the product or service. As a result, dramatic adverts are effective in getting the audience to cooperate with them. 

The following advert is dramatic because the audience witnesses a distressing scene where the second-hand smoke from a child's parents enters his lungs. The advert shows an X-ray vision of the process of his lungs turning black and taking in fatal diseases. The audience will be upset at this viewing and thus it will motivate them to smoke away from children because of the dramatic portrayal of the effects of second-hand smoke. 

Dramatic adverts generally target audiences from any range as any person whether they are a manager or unemployed may be triggered by the dramatic scenes on display. Audiences of both genders aged 13 and above will usually have the knowledge to have an emotional response to the advert. In this particular advert, reformers will be targeted as they will be appealed by the message aiming to be supportive and healthy. The caring and responsible ideology implanted with the advert will call attention to the audience as they will be encouraged not to smoke near the presence of a child and perhaps quit smoking altogether.  

Parodic - Parodic adverts either refers to existing media texts or makes fun of the original text. It has an intertextual approach by making a similar situation like another text. This is particularly effective because it will grab the audience's attention immediately if they are already familiar with the original text. Parodic adverts are also used to exploit any negative elements from the original text which will allow a new target audience to be revealed.

This advert by IKEA is a good example of a parodic advert because it makes fun of an existing product which is the 'iPhone 6'. The advert presents the new IKEA bookbook Ein the same way as the iPhone 6 was presented, where the advert shows the width and length of the book. The talking heads talk about the book in the same way as if it was an iPhone 6 which undervalues the significance of Apple products and makes the book seem more valuable. This is a good way for the audience to be appealed to the IKEA product as it is being presented in a supremacy and with much significance.

The target audience for this advertisement will again be consumerists. Audiences that aim to keep up with fashion will want to aquire the new 'IKEA' catalogue. Both men and women aged 21-35 of any race will be the primary target audience as this category is the most likely to be appealed by a catalogue that aids them in deciding which, for example, furniture to buy. Aspirers will be brought to attention as the book will ultimately help them to improve themselves and acquire even better products after comparing and choosing. Anyone on the Socio-Economic Model can be targeted, however people from the A category to C will be more interested and in a position to be concerned with such products. 

Forms of TV Adverts

What are the forms of an advertisement?

There are a variety of forms that advertisements can come in and there is sometimes an expectation that they will be presented through specific conventions.

Forms of TV adverts:                     

• Realistic                                              
• Non Realistic
• Narrative Driven
• Animation
• Documentary
• Talking heads
• Stand alone vs Series

Realistic Adverts - These type of adverts are effective in communicating to the audience a message relating to current issues or events in society with a realistic feel about it. They are especially effective in allowing the audience to relate to the advert in some type of way, due to its simple and easy features. If an advert is presented in a realistic way and it's not staged, there is an honesty with the product. As a result, these type of TV adverts will appeal to the audience due to its believable features, but may fail to stand out compared to non realistic adverts, which are normally more flashy and distinguishable. Despite realistic adverts not having the same impact as others, they are at best when there is something going on in real life that the audience can relate to for the moment, and companies will recognize this. 

The following video is a prime example of a realistic advert. This is because of the realism that is implemented in the video with Gary Neville and Jamie Carragher enjoying their time playing FIFA 16. There is a suggestion that this is a common activity between the two which is realistic for the audience and effective as it is inviting them to play as well. The audience get the impression that people want to play Fifa and it doesn't appear that they have been forced to play it. 

Non Realistic Adverts - This form of TV advertising is commonly used by production companies solely due to their power of standing out and being remembered by the audience. Non realistic adverts involve an unrealistic representation of the product being promoted through a fictional or surreal narrative. There will often be an unrealistic situation presented which will prove distinguishable to the audience as they will likely be amazed or will find it humorous. This is particularly useful for the creators as they will be granted the freedom to be creative with the adverts, and thus will attract the audience through its unrealistic features. However, non realistic adverts may be ineffective in the sense that some audiences may not understand the plot or the message and some of them will be detached from the product.  

The following advert is easily recognized as a non realistic advert due to the highly surreal narrative. This advert is clearly fictional as you do not see babies rollerskating in real life and performing all types of stunts solely due to effects of 'Evian' water. Unlike the previous example, the behavior in this advert is not associated with normality. Despite this, it is clear how 'Evian' attract their audience promoting a 'healthy' water product by presenting the effects of it in a bizarre, yet humorous and effective way. 

Narrative Driven - Narrative driven adverts utilize the advert's narrative as the focal point in hope of it standing out to the audience. There will be a perceptible story within the advert that the audience will follow and it will trigger a certain emotion depending on the story. This will encourage the audience to buy the product being advertised, however this form of advertising is risky in the sense that it may be boring for some audiences. They may not wait until the end of the advert, where the product is usually revealed, because of the nature of the narrative. Narrative driven adverts are also sometimes effective in promoting a product through clever ways involving a story line. Ultimately, narrative driven adverts engages the audience and their main aim is to make sure you actually watch the advert.  

The advert above is a good example of a narrative driven advertisement. Although the message becomes very different from what the audience may have originally perceived, it is effective in producing a shock for the audience. This emotional advert tells the story of a homeless man who is supposed to be a nuisance for a shop owner, but is anything but after the shop owner goes through footage on his CCTV camera. The shop keeper as well as the audience find out that the homeless man who died was actually looking after the shop and trying to do good. In the end, the advert brilliantly promotes VIZER CCTV cameras where audiences perhaps assumed the promotion to be not to judge someone by their appearance. 

Tzvetan Todorov's theory can be identified in a narrative driven advertisement as it follows the suggested three part structure of a narrative. The advert follows the three main parts of a conventional narrative structure as the advert starts with equilibrium where everything seems normal until the homeless man appears and disrupts the equilibrium. When the homeless man dies, the shop owner goes through camera footage to find out the truth and return to normality and find a new equilibrium.

Animation - Animated adverts involves the illusion of movement through different frames displayed rapidly. There are different types of animated adverts which can involve the traditional computer generated images (CGI) in either 3D or 2D hand drawn animations. There are also some adverts that are displayed through motion graphics or stop motion but companies will rarely use this format. There will often be voice overs in the animated production and it will require the use of modern technology which can be more expensive than using live action. The animation process may take longer for production companies which will delay the advert's release. However, animated adverts help to impress the audience by portraying something that is impossible in real life, and will be more recognizable for the audience. 

It is clear to see that the advert above is an animated advert. It is an advert from Sainsbury's during Christmas time which promotes family and sharing. From the beginning it is identified as a CGI animation and although it could have involved real actors, it seems more impressive to the audience through the animation. 

Documentary - An advert that is in the form of a documentary aims to earn the audience's trust through accurate content. There will be real locations as well as staff communicating to the audience the reasons to buy their product. A documentary advert will try to implant a definite reliability that the audience can rely on, by identifying the pros of the product. This can be highly beneficial to some audiences, however some may be put off as the advert may come across as manipulative. Some production companies present other types of documentaries to promote a movement relating their product which may boost their global appeal. 

The advert above is a documentary about the New Zealand Rugby team and their iconic Haka dance. The advert is brought by 'Beats by Dre' and is part of their promotion 'The Game Starts Here,' where they aim to tell their pre-game story and appeal to a new global audience. The documentary is effective in portraying the journey of the physical and mental preparation through Richie McCaw. 

Talking heads - Talking heads usually involves a person who addresses the camera by talking about the product or company and listing all the positive details that come with it. The advertisement comes across as direct advice to the audience which will encourage them to buy the product. Despite this, just how documentaries may come across, it can be seen as quite manipulative as the talking head is directly trying to grab your attention. 

The members of the public feature in the advert above to promote Asda's new guarantee. They all directly address the camera which installs a sense of reliability with Asda's new guarantee. The audience will feel that they can benefit from it just like the customers in the advert have done. 

Stand alone vs Series - Stand alone advertisements are adverts that are unique from the company and a one off in terms of the narrative. There will be no other similar adverts and stand alone adverts are effective in communicating a unique aspect of the product. 

On the other hand, there is a series advert which involves a constantly developing narrative with each advert. There will often be a main character that the audience will recognize from previous adverts. This form of advertising is effective as it will invite the audience and make them feel more involved with the product. They will be able to follow a developing narrative which may be interesting on its own and will also encourage them to buy the product in time. A series advert is a more interesting form of advertising that the audience like. However, sometimes it may feel repetitive for the audience and will make them lose interest. 

This advert above is a good example of a stand alone advert produced by Coca Cola. It features a unique version of Avicii's 'Hey Brother' only available in this advert, as it promotes brotherly love where the drink is symbolized as a thoughtful gift. Coca Cola have not produced any other adverts in relation to this so it is labelled as a stand alone advert.

A prime example of a series advert would be from EE's Apple Music adverts. The adverts feature Kevin Bacon as he is caught up in many different events while listening to Apple Music. In this particular advert, he runs into Britney Spears while he is listening to her songs which is an amusing way to promote Apple Music from EE.