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 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.
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