John Lewis Christmas Advert 2014
Form
This Christmas special advert is an anti-realist narrative form as at the end it shows how the story was all the little boys imagination. The advert starts off by showing the little boy and the penguin watching television. It then leads to them playing games such as hide and seek and playing with toys. This engages the viewers. It also uses anthropomorphism as it gives the animals human qualities. It is also an animation as the penguins are cartoon.
Style
The style of this advert is seen as humorous at certain actions the penguin does yet the surreal story leaves the audience feeling emotional after watching the happy ending of the penguins finding love on christmas day. The music used also gives the audience more emotion.
Codes & Conventions
The advert uses long shots and close up shots. The long shots are used to get as much going on in the background and then the close up shots are used when it shows the characters being cute which gives the audience the "Ah" Factor. The music in the advert is a song called "Real Love" and as you can tell by the title its about finding love. The song fits in perfectly with the storyline and gives the audience an emotional response.
Techniques
The techniques that are used give an emotional response towards the audience. The advert is trying to persuade the viewers to buy John Lewis products.
Characteristics of products or services
In the majority of adverts nowadays there is a Unique Selling Proposition (USP). This is used to help customers save time when buying a product. The song used 'Real Love' was chosen as in my opinion it has a soft and caring tone to it which matches the story of the advert. The 'Ah' Factor makes the audience feel like there is a connection, as if their actually involved in the story. By doing this, the director knows it will connect to the story and make people visit the store. The unique selling point is used to make the audience want to go and buy a product from the John Lewis store. It makes the store look appealing as the advert has a happy tone to it.
Mcvities Christmas Advert 2014
Form
This christmas special advert is an anti-realist narrative. The advert shows the 'Ah' Factor by using small animals to attract the viewers.
Style
The style of this advert is seen as humorous. The advert shows small animals appearing out of a box of biscuits which makes it surreal.
Codes & Conventions
The advert uses long angle shots and close up shots. The long shots are used to get as much going on in the background and then the close up shots are used when the animals and appearing out of the biscuit box. This gives the audience the 'Ah' Factor. This is used to attract the viewers and makes the audience feel gentle. The audio used is a christmas theme which links in with the time of year and suggests that the box of biscuits is perfect for christmas time. The animal sound effects also create the 'Ah' factor and the animals are seen as cute to the audience.
Techniques
The message suggested throughout the advert is to purchase a box of Mcvites biscuits for christmas. There is no voiceover in the advert so therefore the observational footage and audio tell the story.
Characteristics of Products or Services
In the majority of adverts nowadays there is a Unique Selling Proposition (USP). This is used to help customers save time when buying a product. The 'Ah' Factor makes the audience feel like there is a connection, as if their actually involved in the story and sat with the animals. By doing this, the director knows it will connect to the story. The unique selling point is used to make the audience want to go and buy the box of Mcvites biscuits.
Marks & Spencer's Advert 2014
Form
The Marks & Spencers advert uses a realistic narrative as all of the food ingredients that are being cooked or prepared are real.
Style
The style of the advert is dramatic as it uses close up shots. The advert comes across surreal in a way because of how tempting the food looks.
Codes & Conventions
The camera angles used are mainly close ups. This gives the audience a clear image of the ingredients and gives you the ability to see every little detail. The audio used is a fast song and overlays the sound of the food being cooked. This makes the audience feel tempted and makes the advert feel more real.
Techniques
The message of the advert is shown in detail throughout of the food being cooked and prepared. There is no voiceover in the advert therefore the observational footage and audio are dependent to tell the story and put the message across of how good Marks & Spencer's food is.
Characteristics of Products or Services
The advert has many benefits as it intrigues the audience by how good the food looks throughout the advert. This makes the audience want to shop at Marks & Spencer's therefore gains more customers. I think the camera angles are one of the best characteristics used. This is due to the fact that it attracts the viewers by tempting them. The sound used throughout the advert also attracts the viewers as the audio is so jolly and upbeat which matches the sequence of the footage. The song also matches the sound effects of the food being sliced, cooked etc. The food is also a USP as it shows how all the food is freshly prepared and shows the quality of the Marks & Spencer's food.
Free view HD Advert 2014
Form
The Free view advert uses an anti realist narrative.
Style
The style of the advert is seen as humorous as it shows a cat and bird singing to each other. The advert is seen as being surreal as animals can't talk yet alone sing. This gains the audiences attention as it
Codes & Conventions
The camera angles used focus on the cat when thats singing and focuses on the bird when the bird sings. The gives more effect and attracts the audience
Techniques
The message of the advert is to join Free View HD. The advertiser encourages the audience to join by using a comical advert. So buy using a cat and bird and making them sing,
Characteristics of Products or Services
The advert has many benefits as it intrigues the audience by making it humorous. This makes the audience think about joining free view HD. I think the camera angles are one of the best characteristics used. This is due to the fact that it attracts the viewers by making it comical. The sound used throughout the advert also attracts the viewers as the song that the animals are singing is upbeat which matches the sequence of the footage.
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