Task 3 - Changing platforms.advertising and audiences

2 sentence synopsis of the article

Because of the internet, it has lead people to busy lives and makes us have a furious hatred of us not liking unwanted adverts. We do not know what we should do about it and maybe native advertising is the only option.

What are the main challenges faced by the advertising industry?

Advertising is everywhere. Everybody who uses media will have to experience some kind of advertising. This is how companies or businesses earn their money and the people who uses media can't do anything about it. If we want to watch a television programme, we have to watch adverts. If we want to use social media, we will interact with adverts. Even if we are not using the internet, we will still see adverts on busses, bus stops, posters, cars and the list goes on and people don't want to see adverts. If they are watching their TV programme, social media or walking to go somewhere, we don't want to see adverts but we have no choice but to see them.

What is Native advertising, Branded content and Targeted advertising?

Native advertising is a type of advertising that match the form and function of the platform upon which it appears. Branded content is a form of advertising that uses the generating of content as a way to promote the particular brand which funds the content's production. Targeted advertising is a form of advertising where online advertisers can use sophisticated methods to target the most receptive audiences with certain traits, based on the product or person the advertiser is promoting.

How effective are the native adverts we watched?

Native advertising is very effective because the majority of the population of people on Earth uses media and we are so oblivious that we watch or read Native advertising everyday. For example on certain newspaper articles on the internet, the information that is shown is provided by a company which makes the newspaper article biased and will try to make people consume their products.

Task 2- Advert Analysis

Argos Christmas Ad 2013 – Gift for Santa

Denotation

·       The advert shows a family of aliens figuring out a present for Santa Claus through the many products of Argos.

·       The alien family all imagine the outcome of the presents that they are presenting ideas to one another.

Shots

·       A shot-reverse-shot technique is used in this advert.

·       In one shot, it shows the alien family with the mother holding a tablet and they are scrolling through the infinite number of products in the Argos catalogue by using the Argos app.

·       In the other shot, it shows the misfortunes of Santa Claus using the product of what the alien family has suggested for him as a present.

Sound/Music

·       There is no music playing in the background of the film apart from the end of the advert when Santa Claus appreciates the gift that the alien family has given to him. A Christmas jingle is played to remind customers and/or viewers that this is a Christmas advert so it is all about togetherness/family and presents.

Mise en scene

·       In the alien family scene, it shows them in their living room. They are all sitting down on a couch to portray to the customers that they are a family scrolling through the items in the Argos catalogue on a tablet. They have decorated a rack with Christmas lights to resemble a Christmas tree as well as the whole of the living room being decorated with Christmas decorations. The aliens are wearing normal household clothes on the night of Christmas Eve.

·       There has been another shot of the aliens, all sharing a bed, being woken up by Santa Claus’ jingles in a bedroom.

·       There have been plenty of shots of Santa using different products that are sold by Argos.

·       The first shot is him using an iPod to play music on his slay. The aliens imagine him blasting music on top of a resident’s home in a neighbourhood. All residents are rudely woken up by Santa’s carelessness. We see this when all the lights of resident’s homes are turning on. All houses are decorated with Christmas lights and they are all covered in snow. This further portrays this is the season of sharing and this is what the aliens are planning to do with Santa Claus.

·       The second shot of Santa is when the aliens think of the outcome of Santa using a beard trimmer. This is the comical aspect of the advert as it shows Santa smiling to the audience of his beard and moustache trimmed and him having a long chin. Nobody imagined Santa having no beard and no moustache so therefore it is humorous and the aliens quickly said no to the idea. This shot takes place in Santa’s bedroom which has a bed, mirror, sink and candles.

·       The third shot of Santa is when he is with his elves all watching the actions of the Teksta Puppy. The elves get scared of the mechanic puppy and hide behind Santa whereas Father Christmas enjoys it. They are all in the living room area where it has a fireplace, Christmas decorations and toys in the background.

·       The final shot of Santa is when he has a Sat-Nav and he flies away from the aliens’ house. He appreciates the present suggested by his iconic chuckle. They finally decided on that present because they must have thought that he will get lost. The setting is very familiar to the first shot of Santa; the house’s roofs being covered in snow and all houses having Christmas lights on them.

Editing

·       They have purposely used the shot-reverse-shot techniques to convey the two different aspects of the advert; showing the viewpoint of the aliens and the viewpoint of Santa Claus.

·       When Santa had his iPod, the editing crew had played a piece of music that had a lot of bass in it to deliberately let Santa misuse it and to force the aliens to say no to the idea of that present.

·       Toward the end of the advert, the editing crew played bells jingling and well as Santa iconic jolly laugh to portray that he has arrived at the aliens’ house. Furthermore, a Christmas jingle is played to remind the audience that it is the season of Christmas.

Logo/Slogan/Caption

·       The Argos logo is their brand name with a widened U underneath their name both in white surrounded by a red rectangular background. The widened U mirror a smile. This means that the brand is always happy to help their customers with a smile on their face.

·       At the end of the advert, they have displayed the web address and their twitter link at the bottom of the screen. The audience will contact them by using this and to take advantage of their catalogue.

Persuasive Techniques

·       The aliens scroll through the endless products in the Argos Catalogue. This is persuasive to the audience because it shows them that the product that they are looking for is most likely going to appear on Argos’ list.

·       They write their web address at the end to persuade the audience to use their advert after they know Argos’ content.

Connotation

Meanings

Social/Cultural Context

·       The social or cultural aspect of this ad is to both visit their store around the UK and their website on the internet because the audience will definitely find the product that they are looking for on their website or in their store.

18/09/17

18/09/17

Semiotics - a way of analysing media and text messages

Ferdinand Dr Saussure introduced two useful terms: the signifier and the signified

Denotation and Connotation

• Denotation is the physical form
• Connotation is the meaning

Mise en scene - location, costume, set, use of colour, props

Anchorage - fixes the meaning of an advert or other media product

Task 1 - Persuasive Methods

12/09/17

Persuasive Methods - ways to persuade the audience to buy (or otherwise consume) the product

Examples of Persuasive Methods

• Humour
• Repetition
• Reward
• Punishment
• Bandwagon
• Experts
• Emotional Appeal
• Testimonial

Bovril Group Advert Analysis

Bovril Group Advert Analysis

Denotation

• The Bovril advert shows a young man walking along the corridor until he hears a scream from a person who is trapped in a toilet yelling "FIRE!". The young man tries to help by lifting up a fire extinguisher however he struggles to pick it up. Now he is the person that needs help. His friend gives him Bovril and he is now able to lift to fire extinguisher and help the trapped person.

Shots

•           There is a crab shot when the camera follows the young man along the corridor. The cameraman walks left horizontally like a crab.
  ·       A long shot is also used on the young man to capture his full body and his actions.
  ·       There was a close up on Dr Jagdeep which is the Expert Nutritionist to persuade to the customers that Bovril is good for you.
  ·       A zoom was used on a poster of Bovril at the end of the advert to also persuade to the customers how beneficial Bovril is good for individuals.

Sound/Music

• ·       There is action music played through the advert to capture how important and dangerous saving a person's life is.

Mise en scene

·       The advert was shot in a school corridor to portray how an ordinary day of a young man can be so devastating.

• ·       The fire extinguisher is a prop for the young man to pick up and save the person who was trapped inside a toilet.
  ·       Bovril is the main prop in this advert to persuade the customers that it gives you strength and courage to save a person's life.

Editing

• ·       There have been two clips and a shot to make this advert:
  1.       The young man in the corridor clip
  2.       The Expert Nutritionist close-up shot clip
  3.       The shot of the product Bovril
  ·       The editor has made the two clips and the shot come together into one advert.
  ·       When the young man has picked up the fire extinguisher, the screen turns white to show that the young man has saved the trapped person however since it is gruesome, the viewers are not allowed to watch because of YouTube restrictions.
  ·       The editor also zoomed into the product of Bovril to establish that Bovril is good for people.

Logo/Slogan/Caption

• ·       Bovril has a very simplistic logo. The name is written in white with a red background. Also, there is a smoke coming out of the letter “i” to symbolise that the product Bovril can be used as a hot beverage.
  ·       The captions are Slip it, Spread it, Stir it. This portrays that Bovril can be used in three different ways.

Persuasive Techniques

• ·       There is information added on the screen so that the customers are informed the different ways Bovril can be used.
  ·       An expert opinion was added so that the Expert Nutritionist gives his opinion about the product.

Social/Cultural Context

• ·       The advert persuades the user to buy and consume the product of Bovril.
  ·       Since Bovril is three-in-one, the customers will instantly think that they will by the product and will save money.

https://youtu.be/MY7Af8BURA4