Shock / surprising
Shock and surprising are used in advertisements to make the
audience aware and also to alert the audience. This is usually used to get
serious message across to the audience such as 'don't drink and drive' or 'stop
smoking'. They do this having a serious tone and show facts that will shock the
audience and put negative thoughts towards the specific topic. In this advert,
there is a man who aims to bomb a specific place, but the bomb only explodes
inside the car shown at 0.15. the message that is being sent is the car is
could withstand an explosion, this is over exaggerated to add in humour so the
audience would find it amusing but also keep in mind that the car is strong.
Annoyingness / Catchiness
Annoyingness and catchiness is used in the advert to make the
audience remember the company, logo, name and slogan. This technique is used by
repeating the name of the business over and over so it will be fixed into the
audiences' head. This is a good method to never make the audience forget the
slogan and the name of the business. This advert uses a catchy song at 0.10
which starts to get annoying for the audience when it plays on and on. This
technique is effective as it stays in the audiences' mind but it could leave
some audience unhappy.
Celebrity endorsement
Celebrity endorsement is used so that both the company and
the celebrity can help advertise another. This method of advertising is very
effective because some of the audience might think of the celebrities as icons
and would want to be like them therefore to buy the product that they are
advertising to make the audience buy the product. This advert uses Bruce Willis
to promote their product, he comes in from start in the lift being lost but
then gets help from the manager at 0.08. The people working there also is
shocked that he is there as it is shown in 0.05 and 0.15 in both the women’s'
facial expression, they use a close up on each shot to show that. Having a celebrity
such as Bruce Willis would help because his fans would buy the product because
he has brought it.
Music
music is used to set the sound of the advertisement whether the company aims to make the advert happy and fast beat, serious with a low tone or sad with a low beat. this method is usually used to give the first impression of the advert and make the audience consider whether the advert will be good or their type by the music chosen.
Catchy / Strong message
Catchy and strong message is widely used in adverts to compliment the product or to hypnotise the audience. an example would be this lynx attract advert where there are chaos everywhere but no one is worried or stressed, this gives the advert a strong message because it shows the audience would do anything and go through anything to be with another as opposites attract.
Aspiration
aspiration is what the audience would want or wish to be. this is used in adverts that the audience could relate to. An example would be this Nike advert, they have used one of the best footballer in this advert and the audience see this and want to be similar to the Cristiano Ronaldo, some footballers that see this would also aim to be similar to him as he is one of the best and also known worldwide.
Humour
Humour is used in adverts to give a positive attitude to the company and also the product that they are advertising because everyone likes humour as it makes them smile. This would convince the audience into buying the product because of the way the company has advertised the product because it makes the audience thing that the good and also they could buy it as a joke because the humorous advert is also presented as a joke. In this advert, there are people planning on how to send rental cars faster to the customers. They have presented it in a way to say that they send cars the fastest by over exaggerating and saying having jet propulsion is the only thing faster.
Animal
factor
Animal
factor is a good technique to make the audience think good of the company as
most people think animals as being cute and adorable so if they see an animal
such as a helpless and lonely dog, they would want to help the dog. Animal
factor in advertisements are also used in more happy and humorous ways also
such as using it to promote a product.
This
advert shows two monkeys trying to persuade the customer to choose their
biscuits by putting her in peer pressure and as she chooses the toffee dodgers,
the toffee monkey shows off to add another hind of humour to the advert to make
the audience think positively to the advert and company.
Nostalgia
Nostalgia
is a technique used to make the audience think of the past such as their
childhood. This is used to make them think of the good times that they have had
but uses that as an advantage to sell the product. This method is used by
making the product remind the audience of the past and this will make the
audience think that the product could help them for its specific need. This
advert does this by having a shot of a young girl each year as she gets older. It
shows the girl being in a car seat 0.06 and she gets older and a shot of her in
her graduation outfit on 0.15.
Intersexuality
Intersexuality
is the relationship between two topics. For example, it is when a company makes
an advert that is also combined with another topic such as a movie.
This is a
Coca-Cola advert that uses Christmas to help advertise their product and also
brand. On 0.15 there is a shot of someone in a Santa costume that helps someone
choose which drink to get. The song played is also a Christmas song which helps
to the company to use Christmas to advertise the product.
Part 2
Special
effects
Special effects
in this advert are the main feature of this advert as it is a games console
advert. From the start there is a special edict in 0.02 where a robot crashes
through the rough and breaks the window in 0.06. They have used special effects
so that the advert would look similar to the games played so it would look as
if the games come to life. Another example is in 0.28 to 0.35 where are shows a
zombie walking into a library to a student who is studying; this also shows
their main target audience which are teenage males.
Camera
angles and shots
There are
various camera angles and many shots in this adverb, they have used the camera
angles to their advantage, for example, in the start on 0.01 has an
extreme long shot showing the environment before the robot jumps in but then
has a mid-shot of the worker to show his facial expression. Another good
example would be in 0.17, there is a tracking to the football player but also
has a high gamer angle showing which keeps the audiences' attention because
there are lots of different camera angles and shots.
Lighting
throughout
this advert, the lighting have been bright, however, on the left side, there is
a more vintage colour to resemble the old fashion and on the right there is a
blue and more clear colour to resemble the modern time as shows in 0.12. This
feature engages the audience as it appeals both to the old fashioned audience
and the modern audience.
Music
The music
played throughout this advert gives a jolly and cheerful mood to the audience
and the advert as it is up beat but also entertaining. The song is old timed
but it helps as there is an only and modern shot in the screen. It allows the
audience to connect to the advert as many people have heard of the song and
would be reminded of this advert when hearing it.
Editing
The
editing used in this advert are the lighting and also the split screen. These
two are simple yet effective and this advert is a good example of it. On 0.15
there is a long shot of both men walking into the building and the split screen
helps as it shows two different views at once but also, the lighting adds in
emotion and feeling to the advert.
