Forms
Humorous -
Humorous adverts are adverts that create a funny, enjoyable tone and atmosphere throughout the advert. These are often used to invite the audience into buying the product, due to the enjoyment the advert creates, instead of what the actual product does. It keeps the audience engaged into the ad, which can make the advert memorable. The Snickers advert above shows these qualities as the video does not give much information about the product while trying to advertise it. Instead, it uses a clever humour of making a man turn into a female diva until he eats the chocolate bar between 0:00 and 0:22. This is a metaphorical situation that has been exaggerated as they actually make the man a dramatic female diva, instead of him just acting like one. This could create audience identification with the advert as they can relate to a similar situation with friends when one of their friends acts like a diva. The target audience for this advert is clearly a male audience, as the advert is making fun of men who act fussy and moan a lot when they are hungry. This is further portrayed, as they are in a locker room after a football match, which is often defined as a men's sport. This gives the audience once again a personal identification with the actors in the video, as they are the same gender, and they may share the same personal sport interest.
Surreal -
A Surreal advert is an advert that is quite peculiar and not classed as normal to the average viewer. The main purpose of using a surreal form of advertisement, is to make the advert memorable to the viewer. The ad usually contains escapism and social interactivity. Because the video is so obscure, it makes a great topic to talk about socially, creating discussion on the video. The 'Little baby's ice-cream' video demonstrates this through the creepy, surreal image of a person covered in what is believed to be ice cream, eating the substance, off of his head, while keeping full eye contact with the camera/audience with eyes wide open. This is not normal. At 0:36, the video shows a brilliant example of how the unusual is memorable. The person uses a spoon to scoop some ice cream off his head and eats it while keeping full intense eye contact with the viewer. This is remembered by the audience because it is so bizarre. This allows the audience to socially interact by sharing and talking about the video, spreading it's fame and giving the product more sales. The target audience of this video is unclear, but it is most likely to be aimed to anybody who come across the video. However, it is most likely aimed at a 16+ aged audience, as it could scare little children, due to the surreal creepiness included.
Dramatic -
A Dramatic advert builds up an atmosphere, allowing the product to appear more powerful and amazing than it may actually be. Making a dramatic advert can create escapism for the viewer, just like the Coors Light advert does. The advert has a setting of a snowy mountain scene, shown at 0:01. Using the dramatic scenery and the long, meaningful speech about how 'ice cold' his pants became and to compare it to the cool refreshing taste of Coors Light, was a build up and an over the top way to tell the audience that the product is a refreshing, cold drink. Between 0:23 and 0:35, he finishes he speech on his '...freeze as rock solid as mine', by stating everything he just said was nothing compared to the product's greatness. This makes the product have a greater impact on the viewer through the advert, than it might have if the viewer ever had the product. The target audience for this product is mainly men. The video's dramatic form would make whoever drinks it after watching the ad, feel powerful and heroic due to the content in the video, such as the music. The feeling of power is an appealing factor to men. The advert does not state a race or location for the audience, therefore allowing it to appeal to any male person who watches this advert.
Parody -
Parody adverts are simply and ad that makes fun of another brands advert. This tricks the viewer to think the advert is of the other brand the become shock by the sudden reveal what it really is being advertised. In this Specsavers advert it reveals to the audience that it is not a Lynx advert at 0:43 where you see the man put his glasses on. This is a a clear parody of any Lynx advert as they contain attractive women falling for the man who sprays themselves with the deodorant, using a lot of voyeurism in their advertisement. The advert take the joke further by making the women in the video act like very stereotypical glamour model by doing such things as, using a handbag to get though leafs 0:15, or at 0:20 where they stop in discuss of a muddy puddle and go around it. This add humour to the video giving the audience of social interaction with friends as they can talk about the humour of the video and how they though it was a Lynx advert. As it is advertised the same as a Lynx advert it is aimed towards the Male market due to having lots of women running in swimwear creating voyeurism.
Style-
Realist -
Realist adverts are made to create personal identification with the audience as the video would contain content that actually happens in life. This of often used to create more of a relation to the target audience instead of promoting the product as much. for example the Mc Donald advert spends most of it time showing a typical teenage boys lifestyles in this era, then showing the poler opposite with an old man version of the same tasks, an example of this is at 0:18 when the teen is getting his hair cut by his friend and at 0:21 where the old man gets his hair cut by a barbers. The message the video is trying to give out using this realist style is that anyone can eat at Mc Donald's and it shows both lifestyles can go to their restraint, even though they are completely different. This is shown at the end of the video at 0:56 where the commentator says "we all have McDonald's in common." meaning everyone is welcome to eat their fast food.
Anti-realist -
Anti-realist adverts are the opposite to realist adverts, they make something impossible or out of the ordinary happen that often only refers to the product instead of it a true factor of the product. In the Skoda advert they make a car out of cake, which is impossible to do as cake would not be able to do the functions a car requires to work. At 0:39 you can see a small team building the engine out of cake and other sweet products such as icing. These material used would not be able to function the requirements a car needs to work therefor being anti-realistic, but due to using the symbolism of sweet cake products, it brands the car to be a car that has a lot of care and effort put into it as well as portraying that the car values are Collaboration, Happy and enjoyable. This is shown well at 0:28, as the team of cake builders work together to do the frame work of the car. This portrays the collaboration and the enjoyable value of the Skoda brand. The main purpose therefore of the video is to be memorable and give escapism and social interaction and the audience and forget about real life for a moment and talk about the advert interesting way of making the car. The product would not actually be made like this but it is to subtle show how the company is saying they put love and care into their car so it is worth buying.
Animation -
Animation is any video that is made with single frame shots instead of recording on a video camera. Most often this is cartoon and computer generated animation but also can be stop motion. This can be done for a number of reasons but Coco Pops done this to appeal to children with greater impact. By using cartoon style animation for their advert it allows children to have personally identify with the video as it reminds them of the TV show they would be watching at that age. Animation allows people to also make the impossible possible such as in the Coco Pop advert at 0:22 where the monkey is using a jetpack to travel across the futuristic factory. Another reason why this advert would appeal to children is due to the animal factor and how children seem to be more engaged with cartoons and animals so using both would statistically improve sales of the product due to the children liking the advert.
Documentary -
A documentary advert contains a short informational video about a situation or the product being sold. This is often done for awareness in charities and products that are being developed for a better care for life. WaterAid does this by telling facts about how 2000 children die every day from dirty water shown at 0:17. As WaterAid is a charity based on giving clean water to people who need it, it does not give much information on any other living conditions as it is that information they are trying to put across. They keep their video straight forwards and factual so that people can understand what they are trying to promote though the advert. This is aimed to all people because the charity creates sorrow for the people needing help by showing how terrible their conditions are in the short documentary.
talking heads -
Talking heads styled adverts are adverts that use the general public to comment on the product to show off the benefits to the target audience. This gives the audience truthful results of what other members of the public think of the product so they also can relate to the product as normal people like them are in the advert. In the Colgate's advert they use talking heads to tell the public that they are not making their products promised information up, by showing real public people's opinion of the product by using Vox Pops, for example at 0:15 the women is "convinced that it works." This makes the audience believe the product more due to it not coming from the producers of the product as they are more likely to lie to make more sales. The advert gives information to the viewer and is also a realist advert as it states the facts of how their product works in reality. The reason using a Vox Pop is a great way of gathering and recording this data/ information is because it is a quick qualitative primary research that gains the necessary information needed to broadcast reliable information.
stand alone -
A stand alone advert would be used for a product that is only going to be advertised once. These products often only promote themselves and would have no follow up advertisement for the same product or service. Kings of Leon's Album "Only by the Night" TV ad is a good example as the majority of albums would not need to have more than one advert as it will only be relevant to try sell at the time it is released. Therefore it only plays the songs on the album that are well know by the majority of the public so they would buy the album when they see this one time advert, demonstrated with the song "Sex on Fire" at 0:09 and the song "Use Somebody" at 0:15. These song were big hit when this album came out so it was a hock for the album to use them in the advert to promote the album knowing it will not have much time to advertise the album, as well as creating social identity with the band as the viewer know the famous songs.
Series -
A series styled advert would consist of multiple adverts that play out a mini story, each ad giving the next chapter of the story, quite like how a show has series. The key idea of this advertising style is so that the audience becomes attached with the charters and keep watching each ad to find the next part of the story. This BT advert is the first of a series, where 3 roommates live an average life and the adverts shows the personalities and characteristics of each charter as the ads go on. In this first advert it get you a brief introduction on each character, such as their name,hobbies and status on the social econimic scale, shown at 0:35 as Simon mentions Joe is a student and then Anna mentions how she is also a student. By knowing these two characters are students we assume they must be either class D or E on the scale as they would either be unemployed or have a part time/low management job. At 0:43 you get to find out more about the roommates hobbies as Joe like to play racing games and Simon is a computer nerd. By doing this the audience gains information on the product, identification with the charters and also social interaction because it like a tv program. This makes viewer want to see the next advert allowing more change of the Brand getting more sales though the mini show-like series.
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