Task 1 - Advertising structures

Advert forms and examples

Realist Narrative 

 This is a realist narrative as it is showing the day to day life of a man at work in his office. Its effective as the situation he is is a very typical boring part of anyone's life as they are put on hold and have to listen to the music. This is very boring and would not do for an advert but as the product which is advertised is consumed the advert becomes interesting and the music gets better. Also the male character seems a lot more happy which suggests cadbury can turn ordinary day life into interesting and fun situations.

Anti-realist narrative

This is an anti-realist narrative advert because it shows angels falling form the sky which is fictional or in other words not very likely to happen. Although is an effective advert due to the fact that it looks like a movie trailer at first and you don't understand whats going on until the end and the actual video itself is interesting.

Animation

This is an animation advert. Animated adverts are usually used because they were traditionally cheaper and more effective for there target audience like cereal adverts for kids. Although this advert is aimed at adults and it also cost a large amount of money to make. The reason behind this is because it is based of a movie that is very recognizable. The actual animation itself is Disney which most people will pick up on. This makes it effective as it more personal to the audience and advertises the company to both adults and the younger viewers.

Documentary 

This form usually relies on the viewer feeling that they are being given scientific facts and the brand should therefore be trusted.


Talking Heads

This style of advert addresses those watching directly and therefore makes the viewer feel that they are having a personal conversation. Consumers are likely to trust such an approach.

Stand Alone

This form involves making an impression with a significant one-off advert that stays with the viewer, connecting them with the brand and becoming iconic. A measure of its success is when it is parodied.

Series

Adopting the use of a series of connected adverts allows for the story of the brand to be embedded carefully over a long period. This means that the viewer stops seeing the product and follows the soap opera. However, the message is still getting through.

The style of the advert.

Humorous

When viewers laugh, they share the experience and the brand's message is spread virally. Also, any concerns about being manipulated are minimised.

Surreal

Surreal adverts divert the viewer away from the everyday quality of many products, services and messages. Creative, dreamlike or unusual viewpoints can enhance the mystery around a brand.

Dramatic

This style relies on the dramatic effect of the narrative, often hard-hitting or of a grand-scale. There is an element of shock-value that stays with the viewer.

Parodic

Parodic adverts are those that make fun of themselves or other narratives. They are 'knowing' and can poke fun at the very idea of selling the product. This puts the consumer at ease.