AS1: Task 4: Analysing a Television Advertisement in Detail

Advertising a Television Advert in Detail

My chosen advert is the new House of Fraser advert. My reasons for choosing this advert include its organisation, style, clothing and song choice. 

Emotional Response:

This advert does provoke an emotional response because it depicts women posing fiercely to the song; 'You Don't Own Me' by Grace and G-Eazy. The dancers are striking with their movements, as if they are telling a story. I believe this is a representation of women proudly making a statement saying that men can't control them, so they can do whatever they like. 

At the same time we see a battle of girls vs boys as they both compete to see who is the best gender. 

Target Audience:

This advert is targeted more towards teens/adults as the clothing presented is of a sophisticated style. I would say that teens are more familiar with the new version of this song and this is great because House of Fraser would be able to gain more sales if people enjoy the song. The song would make people come back to watch the advert and could possibly lead them to buy clothes from House of Fraser.

Celebrity Endorsement:

The advert isn't celebrity endorsed. I believe that this was a bold move by House of Fraser because celebrities do help with the increase in sales, however not having a celebrity endorsed advert demonstrates individuality as it shows how regular people have what it takes. 

Brand Identity:

Brand identity is presented as the advert is a portrayal of what consumers wish to buy. However the designer(s) of these clothes forms the foundation of a brand, the consumers are the ones who make the brand's identity. 

The advert presents the clothes in the eyes of those who wish to purchase them. They must be eye catching. 

Brand identity develops House of Fraser's styling as it becomes even more popular when other clients wish to become involved.

Clothing would have to be extravagant if more sales are on the rise. Consumers would play a huge role in this.

Persuasive Devices:

This advert definitely uses persuasive devices throughout. There is a sense of fear/intimidation during the advert, especially when one dancer mouths; 'You don't own me' looking straight down the camera. This engages with the audience and I believe that the actual idea was to create a bit of tension and use intimidation to gain a reaction from the audience. 

Cameras & Effects:

The cameras mainly focus on the girls as it targets a specific location to capture the shot. As I have stated previously, the song is supposed to portray a rebellion against men constantly telling them what to do. This is an example of a patriarchal society. 

The sound is very prominent throughout the advert as it dominates the scene. This suggests that the song is the main focus of the advertisement.

AS1: Task 3: Styles of Television Advertising

Styles of Television Advertising

There are various styles of television advertising used to promote a product nationally/internationally. These styles of television advertising include:

• Humour
• Parody
• Shock
• Surrealism
• Intertextuality
• Repetition
• Sex
• Famous Faces

Listed below are the different styles of television advertising.

Humour:

This advert came across as serious in the beginning. It prepares the audience for a show due to its slow motion action. As the pace gets faster we soon realise that there is an initiation taking place (with the headbutting of the can). The initiation provides the audience with humour here as the advert presents the unexpected to happen. I definitely believe that this advert will be memorable due to its individuality. The choice of style for the advert is unique, however I believe that young viewers would probably want to have a taster to see whether or not they can crush a can against their heads - so I believe that this can be dangerous.

Parody:

This advert is portraying replica members of the Royal Family during the Royal Wedding in 2011. The audience would be rather surprised since you don't see members of the Royal Family acting this way. The advert is definitely memorable as it was during a special time of celebration and because of its style. Personally I believe the choice of style is appropriate because a phone company is being advertised in the process and you can see how the audience all have mobile phones in their hands to record what's happening. The advert was a success because T-Mobile's selling reportedly rose that year.

Shock:

The audience would have mixed emotions amongst seeing this advert because it could cause trauma. The advert gets its point across that you should always check your speed/wear a seat belt when driving because lives are out at risk. I think this advert is a warning to all drivers showing them what could possibly go wrong when driving. The advert was successful because it promoted awareness of safe driving to drivers in the world. Although the advert is upsetting, it's memorable because of its severity and cases of real life events.

Surrealism:

This advert is unusual, yet it promotes the product well. Having a well known actor, such as Terry Crews, promoting this product will most probably create more publicity for the product. As Crews projects his voice, he ensures that the audience definitely get the message that they should go and purchase this product. This is highly effective because it would lead to more sales. Having a shower scene is memorable because the point of the advert is to promote showering cream, so I believe the advert was successful.

Intertextuality:

This advert presents a story of two friends arguing. The advert reminds me of the film 'Death Becomes Her' as there is a scene quite similar to this one. As the chocolate figure falls down the stairs the audience is presented with its contents. This is an effect advert because it provides a 'dramatic' storyline, leaving the audience in suspense as they wish to know what happens next. It is a successful advert because it will lead to an increase of sales for Cadbury's.

Repetition:

Audience members may find this form of advertising annoying. The overuse of repetition can steer the audience away from purchasing this product. It's memorable because it will be in the audience's heads for a while - making it effective. I don't believe that this product will be successful due to its repetition. If the phrase was said less and less, then I believe that the product would have an increase in sales.

Sex:

This advert demonstrates how sexual behaviour coming from women is appealing towards men. Some women may however find this offensive and degrading. It demonstrates how men will find women attractive once they've had a few drinks, therefore I think this advert could've been structured more appropriately. Targeted at one gender, men would remember this advert. I don't think females would remember this advert for personal reasons.

Famous Faces:

Christiano Ronaldo is notoriously famous in the football world and including him in an advert will lead to success. Going undercover creates a mystery as the audience are trying to figure out who the person is. The advert is appropriate because it presents football and a footballer has been included. This advert is one to remember because once Ronaldo reveals himself we see how the crowd around him is very surprised to see him.

AS1: Pencil Advertisement

Pencil Advertisement

"Staedtler Pencil... It's more than just a pencil"

Task:

Our task was to create an advertisement for a pencil. The Staedtler pencil. In a group, we had three different adverts to use for our video. In three different ways we had to provide an advert depicting how we could use the Staedtler pencil in our everyday lives. Below I shall be explaining the three way we embedded the usage of the pencil into our advertisement.

The first advert included a member of the group (Diana) trying to reach for a box on top of a cupboard. Another member (Bradley) comes along to give her a pencil that extends so that Diana can reach her box.

The second advert included Bradley writing on a piece of paper with a blunt pencil and member, Samuel gives him the Staedtler pencil so that he is able to write again (along with the phrase; "oh, that's much better").

The last advert consisted of myself situated in a restaurant (Wagamama). The idea was to have a chopstick that went missing and that the waiter would provide me with a new chopstick.

Editing Process:

As this was our first editing task, we had to follow a specific guideline on how to edit our sequence and for this, the software program that was used for this was Adobe Premier Pro. I used a range of tools and features in order to edit the sequence in order to shorten some areas, one of the tools included the razor.


Shown below is the final product of the adverts combined.

Final Product:

Cast & Crew

Diana Adriano

Bradley Scamell

Jasmine King

Samuel Aworinde

Daniello Gemert