Wispa Advert- Evaluation

Fits the Purpose

In this unit's brief we're expected to produce a 30 second advert for a Cadbury chocolate, which could be from a; Time Out, Double Decker, Crunchie, Wispa, Terry's chocolate orange or Flake. When making the advert we must take into consideration the younger generation but not forgetting completely about the older generation too who may also like the chocolates. We're also asked to look at some old adverts of our chosen chocolate and somehow create a new message without copying it that would suit our target audience, also we needed to choose appropriate timings to air our advert, considering what channel and time our target audience will be likely to view the advert. As Cadbury is a British chocolate brand we were required to create an advert that appeal to them as they are the ones who will ultimately see the advert, I think we have done this well. 

To begin our advert was exactly 30 seconds long which is what the brief required us to do. We decided to air our advert on Channel 4 during the Simpsons mainly because during our primary research when we asked our target audience what time and channel they most watch it was those and also because we wanted to relate it to the ethos of Cadbury which is that it is a family brand and is strong on family values so the Simpsons was the perfect show for this as families watch it. When researching into old adverts of Wispa and associated products such as Galaxy bubbles and Aero we found that the way they were reaching out to their target audience is through feminist appeals and mainly using females as their main voice. We thought this isn't going to benefit our advert if we did the same because the way society is now is very different and views have changed about things such as females as sexual objects. Therefore we decided that we should reflect the ethos of happiness by having a range of children acting to promote Wispa. Also, we wanted the technique to be humorous because the younger generation are more likely to engage to it. 

The content of our advert was a boy walks into a shop and asks the shopkeeper to recommend a chocolate for him to buy, the shopkeeper then says to him Wispas is the best and after the boy buys it and takes a bite he likes it so much that he 'Chinese whispers' it to all his friends who make a long line to buy the chocolate. By casting a child and his friends, who are all living in Britain we're relating the advert to Cadbury as they're a British company. Also, the fact that the child doesn't know what chocolate to buy and the shopkeeper who is an adult recommends it, makes it relatable to adults too. To add, the rest of the children being from different background shows the society of Britain to be multicultural. The humour element of the child reacting to the sensation he gets from eating the chocolate allows the audience to think about buying the chocolate to get the same feeling as the boy.  The form of our advert is realistic and this is evident throughout through conventions such as the lighting and non-deigetic sounds such as noises from cars passing by and people talking. This helps the audience personally identify and socially interact because they may recognize an off license shop and as it is set in London shows the realistic London life. Overall, I believe that I followed the brief's instructions well and this allowed the advert to appeal to the audience in a personal way due to the similar ages, scenario and locations. 

Clarity and Communication

In terms of our pitch we planned it well in order for us to have a successful delivery and sell the brand well and cover all the important points to those who were giving us the permission to make the advert. The pitch was ordered first that we spoke briefly about each individual idea, the the actual final idea. Then we spoke about the details of the advert such as the location, conventions, cast and crew, brand identity and ethos etc. Once we said that we moved on to explaining the airing times and the channel and why we chose them, the cost of one unit and the whole advert cost. Finally, we spoke about equipment we needed in the production process and post-production. We needed the pitch to have this specific structure so that we didn't miss anything important we needed to mention, who were our class peers and our teacher. They were the only people who could judge us because they have studied the subject and our teacher specialises in it. In order to have an effective pitch we needed them to understand that if we made the advert and aired it, it would be successful. And we did succeed in doing so. Throughout our pitch we each spoke clearly and with confidence about our idea about the Wispa advert and why we made all the relevant decisions we did. For example, we mentioned that the reason why we chose to air it on Channel 4 and during The Simpsons was because our target audience suggested to us that they watch this channel and more importantly the show. We showed them that we knew what we were talking about as there were very little words on the screen and specifically when I was talking about the history of Cadbury and Wispa where I explained that it went down hill and was taken off the shelves with only images being on screen, which also shows that we planned well as it is research.  Using pictures to illustrate our ideas helped our audience visualize what we were telling them. Therefore our teacher and class peers could trust us and have confidence in what we're saying. In the feedback they gave us we answered the questions that were posed quickly and knowledgeably which assured us that they got a good impression from the pitch. Overall, the pitch was delivered well and that is what made it successful. 

Appropriateness to Audience compared with Original Intentions

I think my advert successfully appealed to it's targeted audience of a British, mainstream teenagers and young adults and still connecting to the older audience. The target audience is a 7-25, all races and ethnicities and an economic class of C-E's.  The advert is obviously set in the modern day, but could also relate to the past in some ways. The content and scenario in the advert could relate to a typical circle of friends, for instance as friends often share their experiences with each other, in this case the young boy is sharing his experience after tasting the chocolate bar.   An older audience could relate to this too because they can see that the shopkeeper who is obviously experienced in retail is recommending this particular chocolate, so they will trust his recommendation. At the point 0:19 there is a line of children wanting to buy the chocolate, this is effective  to the audience because they can see that the one boys experience has had an impact on other people's interest in the Wispa chocolate.  The older audience will also find this impressive because it shows them that this is making young children happy and excited, this is useful to them as they would want their own children to have the same thing or feel the same emotions. After completing the advert my group and I showed the advert to people from our target audience to see their response on how well we did and whether it appealed to them. This research showed me that many people enjoyed the technical aspects of the advert, like the music/sounds and editing which impacted and influenced them which means they were engaged. The humour element to the advert worked well with them too as they found it amusing how it added excitement to the scenario. Also, the fact that this was a realistic advert it was the humour in it which made it seem almost unrealistic. As humour is one of the most common ways to grab peoples attention it is a good way to successfully sell your product. Lastly, as one of Cadbury's ethos is joy we felt that we couldn't go with any other form but humour. 

 

Effectiveness of Technique

We used many techniques whilst filming, this was useful to us because it was a good way of keeping the story flowing which meant that we weren't missing anything. We recorded the same line of action twice but each time from a different angle, shot and movement. Although we only had one camera, we made sure that we filmed the shots to show continuity as we knew that it would be key when it came to editing . Also, this is important for the audience because if I had just filmed at one angle or shot type then they would have lost interest quickly. When we edited the advert each shot had to be cut down to 3-5 seconds long because we had around 19 different shots and the advert is limited to only 30 seconds so it meant that things were happening really quick and the cuts occurred quicker. To add, the fast cuts are helping to tell the story. The camera language in the advert varies to keep the target audience engaged also considering the 'MTV' era we wanted to satisfy the audience, this is done well throughout. The music we used was an effective technique because we kept it all fit for what is going on, so for example when the children were whispering to each other we put a fast pace theme song  to go with the quickened pace of the scene. This will make our target audience feel the rush and excitement of the young boy who is hurried to tell his friends all about this chocolate. This is seen at the point 0:13.  Another way we created a sense of urge for the chocolate in the advert was by having a shot-reverse-shot, when the children were queuing up to buy the chocolate. Therefore using a shot-reverse-shot is really important, especially when the scenario is set somewhere like behind and in front of a shot counter. It also keeps the audience interested and focused on what is going on. The graphics we used were red with a white border, this is because the wispa packet shows this and we need to try our best to stick to the font, colour and size of the actual product name and how it is displayed. Red has many connotations and one being , we wanted to keep the theme of happiness by making the colour red which will reflect the joy between the children. The graphics appear at the end of the advert when you see the last shot of the Wispa chocolates.

Effectiveness of Content

My advert is a humorous, realistic advert about a child who walks into a shop and is recommended a Wispa bar by the shopkeeper. He likes the taste so much that he spreads the word (Chinese whispers) to all his friends. As the advert progresses the children all queue in the shop to buy this chocolate and see just how great it is. Our thought process behind the decisions we made whilst filming was mainly because of what we wanted our target audience to think/feel and ask about when they watch the advert. For instance, we decided to choose to film in a location such as a corner shop so that our British audience can relate to it and therefore feel comfortable that they know what the place is. Another thing we ha to think about whilst filming is what each characters representation is this was important because they needed to be properly addressed so that nothing was misleading. This scenario was to show the multicultural element of the British society. This is evident in the advert where for example at the point 0:13 we see a range of children in the background, and all from different ethnicity's. The audience will learn that as a child growing up in a multicultural society you're learning about different cultures and ethnicity's. The audience may also personally identify with the scenario as they will recognize the ever so great off license other wise known as the 'corner shop' which is a typical place anywhere in Britain. 

Effectiveness of Conventions

 

During the shooting of the advert there were two main conventions used, and during the editing  two conventions were  he first one being realism. This is where the advert is genuine and realistic and reflects normal everyday life. My advert contains this convention as it is a simple plot, that works well due to the simplicity of the idea. I think one way we showed  realism was through the lighting, this is kept natural throughout which allows for the audience to feel the sense of realism as the sun is a natural source unlike artificial lights. The second convention used was a narrative, this means our advert had a storyline, this makes the advert easy to follow and delivers the message clearly. The intent of using this convention is to make the realism and narrative clash so that the audience can see that it is a typical scenario. As we planned it beforehand, it had turned out exactly as we were expecting, this enhances the social interaction between young people making them identify with the circle of friends in the advert. This will in turn spread the promotion of the advert. I find that this is sometimes what I do because when I've seen an advert on TV and I am engaged with It I usually tell my friends to watch it too. The last convention was the humour element to the advert, this is evident when the children are queuing up and they all ask for a Wispa bar, the audience will find this funny because of the dialogue used. The intent of using this convention was to make the advert more memorable so that our audience can remember it.

Impact of Work

The message we're trying to get across is that once you eat a Wispa bar, you'll feel a joyful feeling and become so excited that you'll spread it to everyone else. This is shown through the slogan (graphics) and voice over at the end. The slogan was 'Wispa..spread the joy' this is a play on words because the 'Wispa' is referring to the classic Chinese whispers and the 'spread the joy' means spreading the experience of having the chocolate. It is also a positive way of describing what has happened during the advert, because of the reference to joy. One regulation we had to consider was the Protection of Children, because there were children under the age of 16 in the advert. We needed to make sure that nothing in the advert was misleading in anyway to other children who will watch the advert. The characters representations in the advert might have been a little misleading to some viewers because for instance the shopkeeper giving free chocolates may make people ask whether we're trying to say that shopkeepers are not vigilant with their work. 

Technical Qualities
The filming and editing of our advert ran really smoothly and efficiently, we hardly came across any real issues and the advert worked effectively to reach out to our target audience. I think that there were only two issues we encountered, one being a struggle to get the children to do what we wanted but this was because they were more interested in other things that were going on. The other being that when editing we had to cut some parts off that we thought would have added something to our advert. The locations we used did create a few problems for the filming, for example when filming in the community center because of the limited space and the amount of people there it was quite difficult to move around the place and film at the same time. The shop was also a location we filmed at this also was a bit of a problem because the shop customers needed to pay for their items and we were causing some disruption. To try and prevent any more disruption we tried to work as fast as we possibly could because this would allow us to keep everyone including the shopkeeper happy. However, there were some good things which we thought worked well was the graphics, this was a similar font/size and colour to the actual Wispa writing on the packaging.this was effective because it kept it flowing as much as possible. Another technical quality that went well was the sound and music. The sound was kept non-diegetic as we only had the natural background noise of people talking, cars passing and no foley sounds added. The music was a fast pace music to fit the fast pace of the scene with the children whispering to eachother. We did have issues choosing the music because at first we chose the theme tune from the Cbeebies show 'Mister Maker' which was a problem because it is under copyright order. Because the advert was to last only 30 seconds , meant that we had to cut and trim scenes where we thought for instance there was no need for the extra time. However, this did create a slight problem for the concept of the advert, as we had to trim the last scene of the children queuing up to buy the Wispa bar.

Aesthetic Qualities 

Our advert actually turned out pretty much how we had planned to make it. We planned it to appeal to a target audience of  people  aged between 7-25, all races and ethnicities and an economic class of C-E's. The primary target audience were children-teens and the secondary target audience were adults/adolescents.  It made sense to make the cast range between the ages of 6-around 35 (shopkeeper), this is because the target audience can therefore relate and personally identify with the cast better. The location of the advert is set in a typical south London corner shop, and the streets appear to be British because of the buses going past. This keeps to the brief of this unit of appealing to a mainstream British audience. The cast were clearly from Britain or more specifically, London as the accent is evident of that. The pitch and tone of the children's voices sounds quite excited and eager to get this chocolate, this is effective because their voices can tell you a lot about their feelings, emotions and thoughts. The costumes in the advert were all casual clothing, because we're not targeting the advert to wealthy people who are used to suits and ties, but those who wear similar clothes worn by the characters in the advert. The costume can tell us about the area in which these characters live in and for the most of our target audience, they can gain personal identification from this.  The era is obviously set in the 21st century because this advert is in present tense and the narrative is not non-linear or contains flashbacks. This is important for the audience because it shows that we're promoting a chocolate in the  current time period, otherwise people wouldn't bother buying it. 

Weekly Production Log 7- Wispa Chocolate

This week we have filmed the advert and it went quite well as everyone was cooperating and listening to each other. My group were also quite helpful and we each took turns in filming the advert. After filming I then took some location recce photos of the two locations we used. Now I am on the way to finishing the edit and add any voice overs( this will be done by a child saying 'Wispa.. spread the joy'.

Weekly Production Log 6- Wispa Advert

This week my group and I had to change our advert idea because the way we portrayed our initial idea did not make sense. Therefore our new idea is going to be a simple one which means a lot. The idea is that a young boy walks  into a shop and buys a Wispa bar. As the chocolate bar is called 'Wispa' we wanted to incorporate the Chinese whisper element to it, therefore after he buys it and eats it he whispers how good it is to one of his friends, then they each whisper it to each other. By the end of the ad we have a last shot of the children queuing to buy the chocolate. This way we have told our target audience that it is so good that no child can resist it. Our location will be a shop near my house, for which I have gotten permission to film in. We chose this location because they sell wispa's there so it would look natural that the boy  is buying a wispa chocolate, and it is close to where all the children live therefore it wouldn't be a problem for them to get there.   

We decided the slogan is going to be : 'Wispas..spread the joy'.

Weekly Production Log 5- Wispa Advert

Today was our filming day for our chocolate advert, we all made our way to Victoria at 9:00 am and started filming the first shot from outside the station. As we moved on to the next couple of shots which were of the mother and daughter walking and the chocolates dropping out the security men were urging us to film quicker because they claimed we're causing a disturbance. This was the biggest problem we faced today whilst filming, as we didn't want to cause any problems.
Getting the different shots and camera angles was not so difficult because everyone cooperated and so the day ran smoothly, also everyone bought a pack of Wispa each which meant that we had enough to film.
Although we thought during the rehearsals that it was probably going to be difficult we finished everything within an hour, which saved us a lot of time. The station was also not that busy as we expected because of the bank holiday, this was to our benefit as the form of our advert is realistic which I think we achieved well as there were many diegetic sounds in the shots we took, such as the tanoy, and the sound of people chattering.

Weekly Production Log 4- Wispa Advert

This week my group and I have begun shooting our advert rehearsal which was in the school corridor. This was to get an idea of how difficult it would be on the day, the time it may take to film and what things we should consider or possibly change?

We found that the chocolates dropping out of the pockets were going to be a problem because they were not easily dropping as we wanted them to, so we decided that the actor playing the mum should wear something baggy like a jumper so that the process of the chocolates dropping would be easier.
Another thing which we thought might be a potential problem was the part where Shihab and Presly are coming from behind to pick the chocolates up, because it will be busy in Victoria and people will perhaps kick the chocolates without knowing.
Something which we need to keep in mind is the amount of shots we're going to be doing as we've written on our shooting script, this is vital because we don't want to exceed the 30 second time limit and that means each shot has to be at least 5-7 seconds long or less.

After shooting the rehearsal advert we then went on to edit the sequence and try to cut it down to 30 seconds exactly, which was a problem as each shot lasted a long time. Therefore in the real shooting day we will consider the timing for each shot.
We are going to be filming on next week Monday as it is a bank holiday and is a convenient time with everyone.

https://www.youtube.com/watch?v=ckNZPedUz5U

Weekly Production Log 3- Wispa Advert

This week my group and I went to Victoria Station to take our location recce pictures, while we were there we discussed other things regarding when we come to film. For example as we have a shot of Shihab shouting and the station was quite noisy and busy, we thought of filming somewhere in the station where it will be quite enough for the audience to hear Shihab shouting.
Also, we discussed our actors journey through the station and where it will start and end, for this we thought of having her walk through the entrance then, we get a shot of her walking through the place where it is more quieter. However, because this is quite a distance from the entrance we said that it doesn't matter if we did this as our audience wouldn't be able to tell where each shot was as long as it is in the station. We also acted out the things we want our cast to do on the day, just so we can get a good sense for the various shots we are planning to include, this helped us decide on how long exactly we wanted each shot to last, for example Shihab suggested that the lady walking through will take up the majority of the advert and so will probably be around 25 out of the 30 seconds of the advert.

Weekly Production Log 2- Wispa Advert

This week I have gotten the cast to sign the release forms for our advert and as a group we discussed when we will go to Victoria Station to take location recce's. We have also added to our documents doing the budget and voice over script.
The next step is to buy the chocolates ready to film on the day and make sure that all the cast and crew are ready for filming on the day.

Weekly Production Log 1- Wispa Advert

Today my group and I were discussing potential ideas for our Wispas advert, and considered which was the most engaging and achievable. We also looked at some past Wispa adverts to see whether we could include any conventions to our advert, in order to make it appealing to our target audience, we found that most of the Wispa adverts showed men or a predominance of men, and so we decided that we want to change this by having a female actress in our advert, this is to broaden our target audience and make the advert appealing to both genders.
By the end of the lesson we decided to go with my idea which was of a lady walking through security at the airport, she is pretending to be pregnant by stuffing lots of Wispa chocolates into her fake belly, she also has her young daughter with her who is tugging at her shirt and as a result all the chocolates fall out and everyone turns and looks at her.
The reason we chose this is because we wanted our advert form to be realistic with the ordinary mother and daughter and the style to be humorous, as our audience will find the embarrassment of the situation funny.
Next week I am going to be started the pre production paper work for our advert.

Rehearsal Wispa Advert- Evaluation

This week me and my group have recorded a mock advert for rehearsal, this was to see how it would be on the real day of filming in terms of difficulty and challenge. We also wanted to get a variety of shots and angles in order for the scenario within the advert to be interesting and engaging to the viewers. 
In order to introduce the two characters that is the mother and daughter, we shot a quick pan of the outside of the school to act as the station and then have the two characters walk in in a rush, this is how we wish to do it in the real day of filming. These two shots last 6 seconds which I think is a good amount of time to show because it is long enough for the viewers to understand who they are and what they are doing. 
The editing I think went well for this rehearsal advert because we included match-on-action (continuity) editing, which is shown in 0:13 where Shihab picks up the chocolate and it cuts to the same action but from a different angle. This is good because it means the audience can follow on the action without noticing the cuts. 
Another thing that went well for us during this rehearsal was the sound design, it is non-diegetic which is effective because we want it to reflect the realistic British life and if we had a diegetic sound or foley sound on top it would be unrealistic and portray the wrong image of London. 
Again the lighting went well for this rehearsal as we kept it natural and it was this way throughout the 30 seconds, if it was ambient or artificial the audience will think that this is not the normal way of life in London because playing with the lighting or sound can have an impact on people's views and opinions of things. 
I think we could have improved on the dialogue within the scenario so that what the characters were saying went with the adverts purpose and the audience understood it better. For this we will have to think about what the mother will say to her daughter and what the daughters response will be. Another thing we probably need to improve on is having various shots and angles in order to keep the audience entertained and engaged. 
For the actual adverr we will have to keep all of these things in mind inorder to make it perfect and engaging to our target audience.

New Final Wispa Chocolate Advert

First Wispa Advert

TV Chocolate Advert Focus Group

Wispa Chocolate bar Advert- Preparation Documents- Risk Assessment

Pre-Production Documents - 1st Advert

This is the location recce for my Wispa Chocolate advert. I decided to use this location as spot for filming the advert because it has the element of a busy morning in London, which is something we as a group are trying to show the audience. Victoria station is well known for its busy rush hours and we wanted to capture that moment in our chocolate advert, also the character in our advert is rushing to go to work so it makes sense to show her rushing through the rush hour in a busy station, making it more realistic to the audience. 

Wispa Chocolate bar Advert- Preparation Documents- Production Schedule

Unit 30-Advertising Regulations

The following video below , explains the work of the Advertising Standards Authority (ASA)

 They have a control over what adverts are broadcasted in our TV screens and help to regulate what they feel is somewhat inappropriate or may encourage less vigilance across society.
 I have been researching into their work and found some pretty interesting and understandable bans on adverts which, when first seeing didn't really realise  its in-appropriacy. The main thing to focus on is the viewers and their concerns, different viewers of the advert will have varied points of concern. One may be a parent who for instance sees an advert with too much sexual reference and reports the fact that their child can become influenced by it.

Here is an advert banned by the Advertising Standards Authority which is on the VIP E- Cigarettes TV advert. This advert was complained about by many people, (199) who collectively raised a particular point about the disgrace of the advert. Firstly, the public were swayed away from the point of the advert which is supposedly trying to promote a decrease for the amount of tobacco inhaled by people. The E-cigarette is meant to allow consumers to 'vape' which means by using an electronic cigarette you are producing a nicotine rich vapor.
Of course this wasn't the main concern in the advert but the public along with the ASA pointed out that there were many sexual references, this automatically brought its value down. Another thing to look at was the fact that they have used a women to host for the advert and not a man- which again sexually objectified her. along with many viewers also complained on the idea that the advert was encouraging non-smoker to try the E-Cigarette The 'Association of Directors of Public Health UK' 
However, one of the main reasons why this advert was seen to be inappropriate by the ASA was that there was some encouragement within the dialogue and teenagers were encouraged to copy this young lady. Not only this but the E-cigarette also comes with various flavors including milkshake and bubblegum, this again was a hazard for young children who decided to consume it. The news article below explains this concern from a medical angle to the advert.

The tabloid to the left shows you what the 'Mirror'  had to say on this issue. The headline is a direct warning to parents, because they may be unaware of the fact that children have had access to these cigarettes. Below this it says that 'reports found 11 and 12 year olds have been buying them from pizza parlours and high street shops..' which raises the concern for the law and the safety of children in public places. As a law student this in the UK would definatly conrodict the Protection of young persosn act 1996. 

The ASA in a way allow for greater awareness and help society feel safe and cared for.


Another advert banned by the ASA was the advert for 'Plusnet'. Plusnet is a British service provider of broadband, landline and digital television. Its advertisements promise to provide the best service for broadband, digital television and landline service in a competitive way. Services such as BT, Virgin and Sky could be considered a competition for Plusnet as they offer the same/similar service to customers.

However, one of the Plusnet adverts which customers found poor within promotion concerning the broadband service, the advert offered an ''all broadband , half off'''offer to customers, yet a customer complained that this offer was not for everyone , just for new customers to the service, the customer also challenged that the on-screen text was not clear enough to read. This I would agree with because the terms and conditions which appear at the bottom of the screen are not very clear for someone to read, therefore the customers wouldn't know what the terms and conditions of the offer included. This is a downfall for the advert as its aim is to promote it's service for people to join and become customers.

Other customers complained that the claim ''all broadband's half off'' was quite misleading as the advert made out that this applied to packages that included line rentals as well as braodband-only services, however the claim only applied for packages which include line rentals and not broadband-only services because the price for that remained the same. Misleading your customers/ viewers in an advert like this is quite risky because you're trying to win them over by allowing for them to trust in you, and be sure that you will provide the service that meets their needs and this is not a good way to do it. The amount of customers using your service will decrease drastically and you will lose their trust.

The ASA's rulings on this advert were quite clear, for the complaint about the on-screen text which was not very clear for people to see, the ASA decided that although the text was presented in a font that made it hard to see clearly , it was still noticeable as it appeared in white against a black background, this meant that it was sufficient enough for a customer who 'made some positive effort to read the text' and couldn't have mislead them. Therefore the ASA said that it did not breach the code BCAP Code rule 3.11. I would disagree with this ruling because although I am not a customer at Plusnet , I think that if I were to be one I wouldn't be satisfied with their quality of on-screen text, which is an important part of the whole promotion of the service they intend to provide. Finally, in this case the complaint was not upheld.

The complaint on misleading claims in the advert was upheld and the complaint on the service not applying to all services was also upheld. The final action the ASA took was that they'd told Plusnet to ensure their conditions of promotions were clear in the future and the qualifications reflected the availability of these promotions.

The last advert I will be talking about is the '' GoCompare.com'' car advert for which the ASA upheld.
The advert was complained about by 1 person who complained about the voice-over that said ''Tonight, back by popular demand, the man who has enriched the lives of millions''

Wispa Chocolate bar Advert- Preparation Documents- Cast List

Techniques- Television Advertisement

Subliminal Messages

Subliminal messages are often embedded into advert  for many reasons. The main being they allow an audience to either be impressed, or shocked for instance some adverts which promote products can exaggerated their product to the audience by making the whole advert have a hidden back story.
For instance the advert for 'Extra' which is a chewing gum would usually be quite simple and dull, because their isn't much you could do with a chewing gum. So in order for producers to come up with an interesting advert that holds hidden messages in the content they need to think about what benefits the audience could get. They'll often this by showing a person living in a 'perfect world' and referring to or referencing the product as a cause for this unrealistic world.

The Extra advert includes many codes and conventions which make it a subliminal advert, and this is why the targeted audience stay engaged to it. Firstly,  I will talk about the target audience for this advert, I would say that they are targeting people between the age of 8-40 both genders and all races and ethnicities. The socio economic is D's-B's. The codes we see in this advert are from the beginning an editing technique, shot-reverse-shot of the daughter and her Dad who is showing he an origami he made from the Extra wrapper. This not only shows their relationship as a father and daughter but also how much fun you can have with something as simple as a chewing gum wrapper which is a positive thing about the chewing gum.
Many extreme close ups are also used to show the origami of the wrapper. Here in this scene it is the daughters birthday and whilst she is blowing out her cake in the background and  it is slightly blurred the main focus the camera is showing us is the origami, which tells us that through happy, dear times like a birthday it is there. This could mean two things to an audience,  because although the message isn't clear as it is a subliminal advert, one being that the Extra chewing gum is almost a good sign that appears whenever there is a good occasion and it is a mark for this or a reminder to the girl that the chewing gum is going to make her happy. Another editing technique effectively used is montage, at the end of the advert there is a series of short shots showing the girl as she grows and her dad each time giving her the origami he made, this shows a development of the girls life in a good way, where the origami made out of the Extra wrapper always makes every situation better, the subliminal message is that if you have an Extra chewing gum you will always be happy and it will make your life an easy walk in the park like we see in the advert.
Overt Messages

Adverts which get straight to the point on what they want to say/promote/advice are called overt adverts, where unlike subliminal ads they portray their purpose in the most obvious way possible. This of course has its advantages and disadvantages. This advert is from the company 'Barbie' their target audience are people aged 1-18
girls, all races and genders. A socio economic class of Ds-C1s.
The targeted audience are appealed to with the various codes and conventions we see in this advert. For instance, the editing is quite effective, where there are many cutaways used to show the characters reactions to the young girl acting as an adult and talking in a fashion which adds humour to the ad. This allows a young audience to find it quite funny that the young girl is acting in that way, because they're not used to seeing a young girl that is around their age talk with such authority it is an excitement for them. Another convention we see or rather hear is the music in the background, which is a cheerful, optimistic, this is running throughout the advert and helps it reinforce the message of the advert, that 'you can be anything' the effect this has on the audience is it makes them also have the same attitude, of being ambitious that they too can become anything they want.
Although the advert is promoting the barbie doll, it isn't only focusing on girly things that are attached to girls, as we see in the advert one girl was a football coach, this is an overt message that Barbie want girls to be able to have the same jobs that boys are more interested or prone to having.

















Emotional Responses
This advert from 'Water Aid' is about , world toilet day and water aid have decided to make a toilet sing it. I think this advert holds many codes and conventions for which the targeted audience can be engaged to, however there are other things which make it not so appealing.

The target audience here would be both genders, all races aged 10-50 and the socio-economic is ranging from A's- C1's this is because although below C1's can also give to water aid they amy not have a disposable income, where they can have enough to give.
The codes and conventions of the advert really help this advert in many ways making the target audience enjoy it.  Firstly, the beginning of the advert starts with a soothing, soft music track and the camera movement is quite slow as it gets closer to the toilet. I think this is a good way of beginning the ad because already you're setting the scene for which the audience can feel certain emotions. These are that once they here this music and are taken by the camera work they can instantly understand that it will be about something sad or on the other certainly not happy.

I think the mise-en-scene of the ad is also quite sympathetic to the ad, where the use of lighting has been done so that we feel a certain way, and give an emotional response. For instance, the lighting is shining from only one side of the room this makes us feel as though the room isn't an environmentally positive place , however the light source helps us

On the other hand another Water aid advert, which actually does make us feel the way we should and sparks sympathy and guilt within us is the advert called 'Lift the Burden'. This advert is aimed at the same target audience as for the other advert above. However, the content is quite different. The first convention there is a voice over where the man's voice is at a really low pitch and unlike the advert above sounds quite serious and direct. This makes the audience alert because when someone is being strict they often talk in this type of way, what he is saying will be taken seriously and with consideration, it is important that his voice is like this because if it wasn't then he wouldn't come across as a serious person who is trying to voice a growing issue of concern.
Another convention we see is the natural lighting throughout, which shows that this is a real life problem that isn't made up or a lie. If the lighting was artificial or even ambient then the audience are going to think this isn't a real life problem and so wouldn't bother to donate anything. Therefore it is important to have the light natural so that the advert can achieve its purpose by reaching out to its target audience and them donating towards the cause.

The blue writing used in the graphics is suitable for the advert because it is about the water crisis in countries around the world, so by making the logo and the banner blue it is recognisable as a water company and people can remember it easily.




Celebrity Endorsement
Many adverts we see on television now-a days are accompanied with celebrity's hosting or doing their advertising. This is both to the benefit of the producer/director and the celebrity themselves.

Producers/ Directors may ask celebrity's to be on their advert in order to allow their target audience to recognize the celebrity and buy the product. Celebrities on the other hand may decide to star on adverts for their own benefit, whether that be money or more fame / recognition from the audience.
The example I am going to be giving, is the Black Friday advert where the pop star Justin Bieber is going to 'Macy's' a store in canada.
Macy's have chosen Justin Bieber as a pose to anyone else because they know that he is a popular face in the United States and a around the world and that he being in their advert will possibly widen their customers and their company will earn more money. Also as Macy's is quite a well known store in America and they know that many people will watch the advert and recognize it because of its popularity and therefore they will make sure that they choose someone who is also popular in the USA like the Canadian singer Justin Bieber. If they chose an English artist then the advert would seem really awkward because the American audience are not going to recognize that person and so wouldn't be interested in going to Macy's.

Styles - Television Advertisement

Parody 

Parody adverts are mainly focused on making fun or mocking something through trying to copy it. This can be done in both good or bad means, for instance parody adverts can usually been seen making fun of particular films, this doesn't mean its a bad call but you could say the advertisers might be fans of the film, similarly to sweded videos the fans want to show their love for the film so they copy it/make fun of it.
The example I will be looking at is the Warbatons advert which featured the Muppet's, this ad I would say is aimed at both genders aged 16-50 all races and ethnicities and a socio economic class of D-B's.
The target audience need to be kept satisfied and this is where the codes and conventions we see allow for this to happen. Firstly, we see a long shot of the Warbatons factory, this helps the audience understand where the advert is set, also it shows that they haven't set it somewhere fake and that it is actually where the people working for the company are. A shot reverse shot is used to show the relationship between Mr Warbaton and the frog, the target audience are appealed to because they see that although bread is not very exciting, the bread company Warbatons knows how to be fun. This is reflected with the catchy song sung by the muppets, the music is definitely the strongest convention in this advert. The Muppets are dressed in the company's uniform and we see them pushing trolleys of the bread the advert is promoting.


Surreal 
Surreal adverts tend to play with nature, this means they show us something which is impossible in real life, a bit like a dream or an imagination of something. They can be very effective if done correctly and allow deep engagement from an audience because of its unique style.

The example I am going to be discussing is the 'LYNX Fallen Angels' advert which is about the cosmetic spray Lynx, the target audience for this advert would be both genders aged 14-40  all races and ethincites, an economic class ranging from D-B's.

This advert is surreal for many reasons, as it is a abstract thing we wouldn't usually see in everyday life. The codes and conventions of the ad help strengthen the content to make it appealing to the targeted audience. Firstly, we see really good editing where there is continuity when we see the angels falling then people looking from up to down (showing that this is actually what they're seeing), this is good because it shows the audience that what may look unreal is actually real. We also see various reaction shots being used to express the characters reactions to the action, this again emphasizes on purpose of the ad which is to make the Lynx product seem like something out of imagination 'metaphorically'. The target audience benefit from this because they gain escapism from this, imagining that when they buy the product something unreal will happen to them.
Another convention I've noticed is the use of music and sound, this is shown where the bystanders are reacting to the angels falling where the dialogue is very

There is also non-diegetic sound effects used (or foley) where the angels are falling and we here a thud sound as they hit the ground there are crashing sounds as well. This is a very effective way of adding realism to the advert, the producers want the audience to feel as though they are being sold an original guaranteed product.

Humorous
Humorous adverts can be the most effective to some extent. They convey their purpose and aim, in a way that will get the target audience laughing and the advert will keep ringing in their head. Producers/ Directors may want to make a humorous advert for various reasons; to ease their audience and not make everything sound serious or dull, it is an easy way of pleasing people which is always good when trying to sell something.

The example I will be giving it the 'Fruitella' advert. This advert is targeted to both boys and girls aged 12-80 all races and a socio-economic class of A's - E's.The secondary target audience would be family's because the ad shows a family.
The target audience are kept engaged by the humor of the advert, where in particular the dialogue keeps us watching. For instance the grandma character who is the funniest character simply because of her age and the surprise from the way she acts, which isn't how we'd expect an elderly women to act/talk. An audience of elderly women in the ages of 60-80 would relate to this most because they are of a similar age to the character in the advert.

Another thing which makes this advert so appealing is the use of camera shots, where medium close ups are used to show the family sitting on the table having tea,(there can be iconography here , where the English family are enjoying tea, which is iconic of English people) also a dolly shot using a dolly track is used in ad as well to establish a sense of atmosphere. The audience can therefore clearly see that they're at home, which makes it relatable to them, another thing to notice is the mise-en-scene of the shots, we see a posh looking house, in the props and furniture in the shots which can also make it more appealing to the middle class rank of audience members, those at the A-B's. The audience gain personal identification from this and feel involved.

The conventional father character is quite significant because hes portrayed as the foolish one in the family who doesn't know what he's talking about. The secondary target audience of a family can relate to this because they will recognize the same characteristics or similar attitudes within their family.


Dramatic
Dramatic advertising is where the directors have been so creative with the scenery that they make everything quite hectic and over the top. It is a similar notion to anti-realistic ads, where everything is being emphasized in order to get a point across.
The example I will give is the 'Body Bag Truth' advert about smoking. Smoking is a major issue in the UK and even America and many people have suffered life injuries from smoking and inhaling tobacco. The following advert is a dramatized way of showing this concern, in the ad 12,00 people unload bags which are acting as death bags for those 12,00 who actually die everyday, to a tobacco company.

The target audience are both men and women because men as well as women smoke, although in the UK more women smoke than men which is shocking. The age range is somewhere between 16-50 because although 16 year olds cannot buy these cigarettes they still get access to them. The socio economic class is E-A's this is also because people in the E's are going to smoke no matter what even if it means they don't eat instead, and most rich people smoke , including royalties.

The codes and conventions of the advert are effective in drawing in the targeted audience and making them realize the dangers of smoking. Firstly, there are countless camera shots seen in this ad , for instance an extreme long shot is used to show the amount of body bags there are , then medium close ups are used to show the people getting and unloading them. This all makes the scenery dramatic because when a large amount of people are seen together it reminds you of protests and therefore possible violence this makes the audience feel worried or even panicked. The purpose of the advert is to make people feel scared and the use of various camera shots does this well.

Another convention you see is a crane shot / birds eye view shot showing the body bags stacked up on the floor and looks like they're taking up space- which tells the audience that the effect of smoking is effective a large scale of people , and this is why it is and should be a dramatic ad, if it was just someone saying stop smoking, the viewers are not going to remember nor accept the intended message, however with an ad like this they will see the truth in the defects of smoking. Another thing to notice is that these people we see in the ad are talking directly to a major tobacco company which makes the ad brave and realistic to the viewers, no one is usually brave enough to go to the tobacco makers them selves and tell them to stop, and by showing people who do make this change the target audience are forced to change too.

Wispa Chocolate bar Advert- Preparation Documents- Job Roles

Job Roles 

Forms - Television Advertisement

Realistic 
Realistic adverts are faithful representations of reality, they portray to us what we are used to in our everyday lives. They're very common with television and in this blog I will discuss two realistic adverts currently on TV.

The advert for 'Halifax', which is a bank is a realistic /shows elements of people's realistic lifestyles. I reakon the target audience for this advertisement would be both genders, all ethnicity's , all races.  The age range is probably 17-50 year olds , this is because although a younger audience can open what is known as a basic account with Halifax they wouldn't understand the purpose of the advert, partly because they can't personally identify with it. The ad in this case is aiming to  attract customers, by showing and rewarding current customers. The socio-economic class would fall within the A's down to C's/D's , because generally C/D or below may not be expected to hold a bank card. Finally, the secondary target audience would be families (nuclear family) as the advert shows a family consisting of dad, mum , daughter and two sons.

We know from looking at the advert that it is realistic because, the family are doing realistic/ normal family activities. For instance , there is a section in the advert where the screen is split into three and in each we see them doing different thing's we'd expect them to do. These are them playing together, going on an outing(in this case to the beach) and having lunch/dinner together. The audience will find this realistic and not staged or they're actors who are acting 'happy families' therefore believe it more.
If the family were doing extraordinary things we would find that Halifax are being unrealistic in their portrayal of their customers and so we are put off of joining their bank. However, the realism allows for trust and loyalty from the target audience, this is why it is effective.


Anti-Realistic

Anti-realistic adverts adverts tend to visualise life in a surreal way, showing us what could be if they weren't real, almost like the concept of fairytales.

The example I will discuss is the 'Haribo Starmix' which shows a group of employees , who are sitting in a meeting room talking about the sweet. The target audience would be people from the age of 7-35, both genders , all ethnicity's and all races. The socio-economic class would range from B's-D's possibly E's.

Many reasons make this advert anti-realistic. Firstly, it is unrealistic that you're going to see people, who are wearing suits (connoting seriousness) discussing a sweet packet, at least not at work. However, people who personally identify with this int he target audience are the socio- economic class of B's-C1's where they would see that work shouldn't be always serious and sometimes you need to loosen up. The element of humour is a major part that engages the targeted audience here, for instance by showing people in a workplace having a discussion about which Starmix they like best , gives the audience a careless attitude towards work. This could be bad or good depending on the person and their take on it.

Also, this advert is quite memorable, because of the codes and conventions, the major one of course being the sound design with the voice over of the young children.
This leads me into looking at the younger target audience who are likely to find this more engaging because they see their parents in that position and imagine them with funny children voices. Also, when a child see's that adults are enjoying this particular type of sweet they're likely to use this as a reason for bugging their parents into buying it for them. The adults in the advert liked it so you should too because you're also an adult.
Therefore it attracts both young and more older audience members. I don't think maturity matters here because ultimately people will laugh at the humour.

Another code and convention I've noticed is the camera language- where the shot types used are effective throughout. Firstly, we get MCU's of the people sitting around the table, showing us what they're wearing and possibly where they are, which helps us to understand where the advert is set/ but also where it is going.
Another, really good shot used was the ECU of the sweet in each of their hands, this allows for us to see the range of sweets in the packet. Also, another thing which makes this advert memorable is the theme song at the end, which is short , rhyming and engaging. This reminds me of nursery rhymes which young people learn and remember virtually forever, it is an iconography of childhood, singing nursery rhymes and therefore everyone in a sense can personally identify with it, to an extent they can socially interact by singing along with friends/family etc.


Animation 

Adverts that are produced using the form of animation are particularly engaging to an audience. Animation isn't for a particular audience because anyone effectively can watch an animation and enjoy it. The producers and directors of these adverts get the benefit of producing something in which they can be flexible and creative with, there are no limits. Also with animation because it isn't real life they can achieve many more things than if you were to record a real person trying to do something.

An example of an animation advert is the 'Mercedes Benz- Hare and Tortoise' ad. This advert istargeted mainly to boys and girls from the ages of 5- 60, all races and the socio-economic class would be C2-A's this is because people in the C1's and below will not have a disposable income to spend on a car like Mercedes. The adverts main convention is the animation, however there are a few other things which help it appeal to the target audience.

One thing which is quite well done is the music, where there it is parallel to the action, so in the instance of the hare running , in order to show his pace they have used fast dramatic music, this is good because it allows for the audience to see his side of this classic fairytale where he is the fast, pacy one compared tot the tortoise who on the other hand is the much slower and calmer one. To demonstrate this they slow down and lower the pitch of the music to fit his character.
The target audience of young children may find this quite similar to them, where they have an older sibling who always thinks they're the better one or has particular skills that are better than them. This is their personal identification which makes them feel involved and relatable to the advert.

Of course young children cannot buy a Mercedes Benz, however the older audience are going to find conventions such as the editing engaging. The car is imbedded within the story of the tortoise and the hare as if to make it sound a part of something classic/original. The editors have portrayed this car well through the editing, where there are multiple shot reverse shots between the tortoise and the car, this is effective because it shows firstly that the tortoise has seen the car, and realised (as we hear through the dialogue) that it is the car which will help him win the race. Again many reaction shots are used to show for instance the baggers reaction saying "wow" as the car speeds by.
The last editing technique I have noticed is the continuity editing where the car does a 180 degree skid and it cuts half way into the skid to the next shot which shows the car fully turning.
This technique is made to stylize the car but also to show that this is its capability.

By using a classic fairytale and using animation to include the car within the storyline the directors have achieved many things such as the pleasure their target audience gets , one major one being social entertainment, I have definitely enjoyed this advert and it is quite memorable to me.  Older audiences will recognise the story and younger audiences will be entertained by the animation.

Documentary

Documentary adverts are those which follow similar conventions of factual programmes, they are there to raise awareness of something or put across a message. Sometimes , however documentary ads want to put across a feeling/ emotion to the public and not necessarily to promote something. 

An example is 'Google chrome Jamal Edwards', the targeted audience here would be males and females aged 11-40 years , all ethnicity's and races. The socio-economic class would range from C1-E's this is because from looking at the background of the subject in the advert he doesn't look particularly wealthy ( Before becoming famous) and so he will appeal most to people within thatrange. 
Moving on to the content of the advert I would say that many codes of convention help this advert reach its targeted audience for instance at the beginning we see a text message typo where the man says 'Turned 15, guess what I got?' and he shows  a picture of his camera that his mum bought him. This is effective because the primary target audience which is the younger generation of boys/girls aged 11-17 would look at this and be inspired by his joy in just getting a camera which these days to most teens is nothing, these audience members can also personally identify with the young man because of him being in the same category as them in the socio economic class. Therefore, they would see themselves in his shoes. 

The most effective thing about documentary adverts is that they are real life events and behind them is always a story. As the advert went on we saw Jamal's story develop and so did his success. The editing sequence used in this ad is very well done, I say this because it is a contemporary style of editing, cutting in a fast pace way to make things engaging. The younger audience members would find this quite comfortable for their sensibilities. Also the fact that the ad is about a young mans success in the media / music industry goes hand in hand with the music video style editing where it links in quite well. Most young people out there who are used to watching music videos will notice its style in this advert. 

By making a documentary rather than a stand alone for example the directors are showing meaning and intent for something from their audience. For instance this ad shows the chain of events that Jamal went through to his success and this is clearly demonstrated through screen grabs of his chats and pictures of him and other successful people. If this was to be shown in the style of a stand alone , the audience are unable to draw meaning from it like they would with a documentary. It will be a passive advert rather than an active one. This is Google's (Chrome) main aim. 


Talking Heads 


Talking heads adverts are the most interesting for me, because they are usually beneficial to an audience in many ways. They are ads which aim to advice/promote a product.

The advert I will be looking at is the 'Oral-B Pro Expert PGP', this advert is trying to promote a toothpaste called Oral- B to the general public. I think their target audience is both boys and girls aged 10-55 this is because it is quite a strong and stingy toothpaste which isn't ideal for young children under the age of 10. All ethnicity's and races , and everyone on the socio-economic class - simply because every human being has teeth (or some teeth) and so class doesn't matter.
The advert shows a dentist called Dr Uchema Okoye, a lady who talks / advice's why this toothpaste is ideal for people to buy. Of course having an expertise in the dentistry field give advice and not just anyone, helps strengthen the facts given in the ad. However, we don't know whether she is a dentist for real or not because all we see or are shown is her standing and motion graphics behind her from a green screen. If she was to be sitting in her office or in a medical place the ad would look appealing and convincing. 
Another thing I noticed was that she had no patient , this raises questions like; where is your evidence about ''1 in 2 adults having gum problems''  not even a survey or any type of source for this information is shown. This all subverts the point of a talking head advert. 
The strengths, however are the graphics / special effects where we see teeth and after they're brushed with Oral-B look better, just as a demonstration to show the audience the effect this toothpaste will have on their own teeth. The audience are drawn into believing this because it helps them imagine how effective it will be on their teeth/gum line.  

Series 

Series adverts are ones which consist of 1-5 different adverts , all made consecutively after each other, hence the name. These can be both effective as well as influential.
The 'Iceland christmas ad: Thats why Peter goes to Iceland' is a good example as a series series ad. Peter Andre who is a celebrity endorsement on the ad is in each advert playing the mouthpiece for Iceland's promotion of frozen foods.

The targeted audience here would be 7-80 year olds, all races/ethnicity's . The socio-economic class would range from C1's- E's this is because Iceland is not a particularly 'high-class' supermarket , people in the A-C2 zone wouldn't be likely to shop there. Mainly targeting women because , they tend to do the family shopping, this is why most of the ads in the sequel include a mum and her son , or a mum and her daughter.

The codes and conventions we see help the target audience engage with the ad and many things makes it ever more persuasive which primarily is the purpose of the advert.  For instance, the main thing is Peter Andre who people (especially women) would be amazed that he goes to Iceland and so they would got there too. Also, his dialogue helps viewers see his enjoyment where he speaks in an enthusiastic manner and his good impression of Iceland's food.  The use of diegetic sound is also effective , where we hear people singing carol's - adding to the iconography / Christmas spirit associated with Iceland.  The audience are lifted by Iceland's passion and liveliness , to produce them the best food at such a festive time of year.
Camera shots are used frequently to engage us, for instance where they show the food, which I have to say is impressively set out across the table, there is a close-up used for each food, allowing us to have a close view of the delicious food. The audience feeling peckish after seeing it will hurry to buy it. Also, special effects used at the end of each advert, this is of snow falling, you could say it plays both part of the representation of the company as it's called 'Iceland' and also Christmas which is obviously in December - the time where snow usually falls.


Stand alone 

Stand alone adverts can be seen as mini movies, they effectively tell a story (start- middle and end) within 2 minutes and are quite fun and exciting when shown on television. Producers and Directors choose to make stand alone adverts for reasons such as; to keep the audience always remembering their ad or to show something which we wouldn't spend a lot of time looking at as a prolonged experience. This can be very effective because there are those who dislike television as a pose to movies and when something like a stand alone is shown they feel the need to watch it for pure pleasure.

A good example of a stand alone advert would be 'Mog's Christmas Clamity' which is a Sainsbury's advert. Sainsbury's are well known for their yearly adverts on Christmas and they can be the most memorable ads shown on TV. Directors of this advert have decided to make a one-off of a character from a literary text. This is another reason why stand alone ads are effective, because producers don't have to think of the idea from scratch.
This advert is about a cat called Mog, who originally existed in children's books. The target audience for this advert would be, boys/girls aged 4-50, all ethnicity's and races and the socio economic class would be C2-D's.

The advert shows many conventions that are effective in engaging the target audience. To begin the use of CGI and animation used in things like the characters dreams, this is effective because dreams/fairy tales or even flashbacks always captivate an audience and they're immediately engaged to the story line. Also animation in adverts allows directors to be creative and bend the rules, in this advert we see the cat's (Mog) dream is a nightmare, and this offers the target audience of young children aged 5-8 to see how a cat's dream is potentially like, given that's what they saw in the ad.

Another convention we see in the advert is the voice-over narration which is a guide for the audience and works well to tell the story and bring it all together. The lady doing the voice-over is made to pitch and tone her voice so that it sounds like she is telling the story in a friendly welcoming manner. This of course is essential to the audience who are watching this , as they'd want to hear an indulging re-tell of this classic tale. The targeted audience will recognize this story  through the animation and also the sound design, had this ad not included a voice over to tell the story , I think it would've been really boring and lose its touch. An audience of adults will benefit from remembering when they were young and they were told this story at primary school, they feel involved and are engaged instantly.
This makes them want to watch more of it, as if it was a movie, this is why one-off adverts are very effective because by simply getting what is a simple story about a cat called Mog, and connecting it to Christmas , you've got the attention of many people who want the story line to extend.