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.