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.