For experience and research into creating Tv Advert I need to analyse two that already exist and see what conventions and techniques they use to be successful. Using this I can tailor my own design to create a better and more gripping advert for my final product.
The two I have decided to analyse I feel apply to areas of my target group, one for the drink Lucozade and the other for an alcoholic beverage 'Heineken'.
This Lucozade Advert shows a group of street skaters coming together for a showcase
This advert for the lager, shows a Group a Women and a group of Men being shown a new house, both celebrating a place for their favourite thing
The Lucozade Advert creates a fun, high energy and extremely colourful mis en scene, with a variety of bright coloured clothes, skates, and backdrops on Venice Beaches skateparks. The long shots which show the horizon make it seem like the people in the advert have as much freedom as they want and this straight away links these people alongside the drink to freedom and space. This is something that the young target audience crave and therefore is very effective tool used in the piece.
The orientation of the advert comes in instantly in the establishing shot. We see a metal fence which suggests a prison of area that is sectioned off, with a desirable sun on the other side and a female character who appears to be trying to find a way through or round it, spinning almost helplessly against the fence. However the next shot shows that she is really on skates and the third shots shows a long shot of her on a lonely but wide path, with a desirable horizon in the background, the direction which she is headed. These first three shots seem as though she is breaking free, heading somewhere she would prefer to be. A very appealing ideal that many people want, trying to reach their goals.
With the target audience being young their attention span may not be as long as older people, so the use of quick editing and wide range of angles and volatile choreography is a convention well suited to them, to keep them gripped and interested. Whenever the product ‘Lucozade Light’ is shown the director clever structured the shots so that it is only shown where it stands out and is in focus. For example at 10 seconds and 24 seconds the action is happening in the right side of the screen and the bottle is being held very close to center screen where the rest of the shot is static, making it the point of focus in each shot. Cleverly too they use the ‘enigma’ method of not revealing what exactly the product is until the end. Obviously the drink and it’s bright colour are shown but the name on the label is always covered.
You see in the advert a mixture of males and females too which seems to make it accessible to both sexes, however the main two skaters the story follows are female. Both sexes however are represented equally which brings in a sense of belonging and makes it much more lighthearted than usually competitive convention.
The song is well chosen to because it is the style of music that a younger audience are familiar with, it was very new when this advert was released and the changing tempo in the song completely matches the mis en scene. When the quicker drumbeat comes in everyone has just come together for the high energy ending with intense dances and skills. On top of these the lyrics of the song back up the idea of ‘freedom’. Plus there are a number of ‘emotive’ words which suggest something else that the audience desire, power and happiness. For example the words ‘Louder’ and ‘Stronger’ represent power while ‘feel better’ and ‘higher’ represent growing happiness.
In the 1:30 advert there is a narrative however it is mainly a performance piece, with the athletes showing off their tricks and dances. The story is a very simple one, which to me is a group of people coming together for a showcase style party.
The young target audience are very friend orientated and mostly like going to social events so this advert reaches them very well by showing a group of sporty and happy people coming together.
The advert uses the ‘snob appeal’ and ‘bandwagon’ techniques, proven by the fact that all of the people shown are dressed ‘cool’ look spectacular in their sport and are included by their interests. Plus with the famous and hot location it seems like the drink is popular there. This creates a group that people wish they could join. Therefore, people may buy this product to help them feel included.
The genre of this piece mixture of action and sport using the codes and conventions of quick editing, high energy shots, fast movements and tense moments before the change of speed such as when the skateboarder jumps the two people in slow motion.
Another reason I think this is aimed at a younger audience, perhaps 16-22 year olds is that skating and skateboarding was something that most people tried when they were younger which makes it relatable. Also seeing sports events and talented individuals is a big interest of the younger generation, with the introduction of the internet these style of videos are moments away. This audience will also find the informal layout, with the varying angles and colours very well suited to them, as opposed to other adverts which use a stricter catalogue of framing and less movement.
I feel the word YES shown on it’s own, in the black and white colour immediately suggests it is fact and the bold typeface suggests power. But the word yes is much effective in that is does not fit in with the advert because there were no questions asked. This in a way makes it an imperative command, imprinting the opinion that ‘Yes, this is good’ or a form of agreement. There are a number of ways this could be taken though and could form a number of responses. For example I took it as ‘Yes, this is the good and you know it Yes, this could be you’ or it could be a celebratory shout.
Then by showing the drink in the last three seconds means that this is the part you should remember. Plus by showing the it at the end, continuing the similar mis-en- scene it suggests a link between everything that the audience just saw and the product creating an emotional selling point. It’s almost saying to you ‘buy this drink and be like them’, very effective and attractive illusion. Plus by showing the calorie count of ’50 calories’ it suggests it is good for you. As anyone who has watched a commercial before you know they will only show you what’s good, so immediately you assume 50 calories is very low and therefore healthy. In that two second shot they include a vast number of people watching their weight or sportspeople targeting them individually.
Overall, everything that the creator used to target their audience, plus many others is very well crafted together, using the right actors, editing and shots they have made an ideal world which subliminally seems to be fueled by Lucozade. Creating a world people want to be included in therefore will be inclined to buy the drink to feel like they are.
With a completely different comedy style advert, Heineken begins their advert with a lowly lit relaxed atmosphere. The mis-en-scene creates a very enclosed space with lots of warm colours and full of people to represent a relaxed party. Plus with the women showing her group the different rooms around the house the audience believes it is a house warming party. This opening orientation is very much necessary for the full impact of the narrative.
The editing is quite quick and to split up some shots uses a jump cut toin the first shot to focus on the character and then on the full extent of the party. I believe the original build up to the comedy parts edited together with quick shots so it seems fast paced and easy to follow to prevent anybody getting bored in the introduction.
The shots throughout the commercial change depending on who is on camera. When the women are on screen the camera is much less mobile doing one controlled close up of their screaming emotions. However when the Men are celebrating the new walk-in fridge full of beer the camera is much more freehand controlled moving with their yells and excited dancing. This gives them more energy and therefore promotes a dominance over the women.
This also is apparent in the sound, as the women scream when they see the wardrobe which is quite piercing and unpleasant to listen to whereas the men shouting is much deeper and seems a lot more powerful. Again this shows a competition between the two. Also with the sound, at 15 seconds the men are heard over the women and they interrupt them even though they are not on screen.
Men and women are both very stereotypically presented here. Women obsessed with clothing and Men with all the beer. Plus the mis-en-scene represents them too. The women are all very smartly dressed with accessories and have done there hair and the men are in very simple jeans and shirts. In the wardrobe the colours are all very warm and cosy with creams, reds and browns whereas in the fridge there is only white and green, perhaps suggesting that men don’t need as much as women to be happy.
The shots shown of the women with all the clothes are perfectly reflected in the men. In both groups there is four, they all do similar reactions and both have the same shots, one where the camera sweeps across them to closely note their reactions and another where the host is being hugged by another who is pointing. This whole advert promotes a rivalry between the two groups. With the males apparently winning, being louder and more energetic, as well as making the women go quiet and look confused.
I believe this advert is targeting males of 18-30, as firstly the men in the advert are around these ages. Secondly it shows situation men can relate too, celebrating about something by cheering, hugging and dancing like at a party and it’s nearly contagious how excited they are. Also the idea of winning the competition and dominance over the women is something that relate to too as men tend to be extremely competitive. Plus men enjoy being with a group of their friends, especially when beer is involved.
I believe a technique used with this advert is the ‘plain folk’ appeal. As these guys don’t all seem very ordinary and relatable, judging by their dress and there childlike enthusiasm, immediately suggesting that the product on offer is for everybody, which is a positive idea. This advert uses the bandwagon ideal to like the Lucozade one, but instead of showing a situation that the people are part of they show a very strong emotion. This is the fun and happiness the guys are showing and by relating that to the product people may be left with the impression that drinking this will make you happy.
I believe the genre of this advert is comedy because of the image of the guys acting like excited children and purely the overreaction and emotion the group shows. Plus it is comical how the two groups completely change the tone of the advert from a relaxed quiet party into a huge celebration.
The final logo and slogan reads ‘Heineken, Serving the Planet’ and I think this would appeal to bandwagon technique to as it sounds as though the entire world drinks it’ and to feel included they must too. Also the idea of serving makes it seem like it will come to you which is convenience, something that everyone enjoys.
Overall this advert is just as successful as the Lucozade advert at targeting their audience, using comedy and an emotion link between fun, excitement and this lager. Also by pitting the women against the men, men can relate much more with the element of competition.
Primary Research 2 -
I handed this questionnaire out to people in my target audience over a Facebook message. I also handed it to people outside the target area so I could see if I would recieve customers from outside that my group too and whether by tweaking my approach I could target more.
The Questions and Tallys are below.
Questionnaire – 15 people Inside my Target Audience
Of these options which most grabs your attention when you are shopping?
Bright Colours: 8
Interesting Fonts: 3
Unique Shapes: 2
The price: 2
When you are shopping for soft drinks do you go on:
What it tastes like? 10
What energy/health benefits it gives? 4
It's calorie/sugar and other levels? 0
How popular it is? 1
Which style of TV Adverts keep you most interested during a commercial break?
Unique ones: 2
Funny ones: 6
Ones with celebrity faces: 1
Ones with your favourite/good music: 6
Which style of music is your favourite:
Acoustic/Relaxing: 1
Pop: 2
Dance/Club: 5
Hip Hop: 5
Rock/Metal: 2
When competitions come with fizzy drinks, does this encourage you to buy the drink:
Yes: 3
No: 2
Depends on the competitions: 10
17 People Outside of my Target Audience:
Of these options which most grabs your attention when you are shopping?
Bright Colours: 5
Interesting Fonts: 2
Unique Shapes: 2
The price: 8
When you are shopping for soft drinks do you go on:
What it tastes like? 6
What energy/health benefits it gives? 6
It's calorie/sugar and other levels? 5
How popular it is? 0
Which style of TV Adverts keep you most interested during a commercial break?
Unique ones: 4
Funny ones: 10
Ones with celebrity faces: 1
Ones with your favourite/good music: 2
Which style of music is your favourite:
Acoustic/Relaxing:2
Pop: 5
Dance/Club: 3
Hip Hop: 2
Rock/Metal: 5
When competitions come with certain fizzy drinks, does this encourage you to buy the drink:
Yes: 1
No:1
Depends on the competitions:15
As you can see there is difference in the two tallied up totals. The biggest differences are that Price dominates what people look for when shopping outside my target but inside it's more about the colour. And in my 14-18 group they prefer taste over the calorie/sugar levels whereas in the other group it's much more even. In both however they agree that competitions are only persuasive if they are good. I will ask more about that in my later interviews. And also the choice in music varied in between the two groups which is some thing I will need to note in my plans for the advert.
Primary Research 3 -
This first interviewee was a 16 year old male who does alot of sport, espcially football.
What is your favourite fizzy drink and why?
I drink a lot of relentless and red bull while i'm out cause it gets me buzzin and ready for football but I do drink a lot of fanta when i'm at home because i've allways loved the taste.
Do you feel that the reason you started to drink relentless and red bull is because in their adverts they are all doing sports?
Yes that probably did make me start but also friends reccomended it
Do you think the design of the cans look good? Or does it not matter to you
I definitely think the red bull design is good cause of the red and blue design, it make it seem intense and bright and dangerous kind of. And relentless is cool because it's big it makes it seem massive.
The funny ones that give you something to laugh at or with a cathcy song. I could watch the one with the guy painting his fence laughing all day on repeat.
Whats your favourite kind of music and why?
Whats your favourite kind of music and why?
Any from rock music to dance, just has to be upbeat and good to run to or dance to
Which kinds of competitions/ bonuses persuade you to buy different drinks?
Any competitions that you have more than one chance of winning or you have to collect up to win something instead of leaving it to chance.
Favourite Fizzy Drink?
Coke all day long. I've allways loved the stuff. And relentless or powerade is always good for a hangover on sunday morning
Do you feel the reason you started drinking coke was the advert
I can't remember when I started I think it was a treat at partys when I was younger but the adverts definitely remind me about it and make me crave
Design on the bottle?
Coke is bright and red. Stands out from the others in the drinks aisle. Same with powerade. And relentless just seems bulky and powerful like for when I'm suffering at work
Tv adverts
I love the itunes adverts. Fun bright, and makes you want an ipod and you can be silouhetted and famous haha. But I love funny adverts that almost go like everywhere, like the new comparethemeerkat ones. Loads of people says 'Simples' now
Favourite music
Love club music but i've also got a soft spot for some pop stuf
Which kinds of competitions/ bonuses persuade you to buy different drinks?
None of them really unless there's actually a chance of me getting something without spending a thousand pounds of texting to get it.
Favourite music
Love club music but i've also got a soft spot for some pop stuf
Which kinds of competitions/ bonuses persuade you to buy different drinks?
None of them really unless there's actually a chance of me getting something without spending a thousand pounds of texting to get it.
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