2. Types of ads: Narrative
ads
These use a story of some sort to engage the
audience
Narratives can be LINEAR or NON-LINEAR. We might
see techniques like flash backs, flash-forwards, multiple
points of view and so on. Usually, the narratives in ads
are very simple.
There are some
THEORIES we
can use to talk
about narratives http://btectvadverts.blogspot.com/
3. Narrative Theories
• THREE ACT STRUCTURE -SETUP,
CONFRONTATION, RESOLUTION
• BINARY OPPOSITION - Narratives
rely on CONFLICT
• ENIGMA CODE - Narratives rely on
setting and answering questions
• PROPP’S THEORY - Narratives must
have a hero, a villain, a damsel in
distress.
4. Example
Good things come to those who wait
Guinness ad, 2001, directed by Jonathan Glazer
Is there ENIGMA in this narrative? (Barthes)
Is there a HERO? (Propps)
Is there OPPOSITION? (Levi Strauss)
5. Non-narrative
Ads that rely on things other than story. They can be
quite EXPRESSIONISTIC or even SURREAL.
Example: Cadbury’s ad
2007, directed by Juan Cabrol
6. Talking heads
The use of people to talk directly to camera
(‘direct address’)
Example: Mac vs PC
7. Codes and
Conventions:The Rules
What do we expect to see in an ad?
Example: Pringles ad
dir. Lawrence Bridges
Heavy editing: ramping: bright palette: low
angle shots: ‘positive’ iconography: upbeat
visual and aural tempo: ambient and foley
sound: pack shot: flattering lighting: graphics
Is this ‘typical’?
8. Techniques
Example: Pringles ad
dir. Lawrence Bridges
DENOTATION and CONNOTATION
STAR APPEAL
EMOTIONAL APPEAL
LINE OF APPEAL
L’Oreal Ad
Dir. Jake Nava
10. Characteristics of Product
What ‘personality’ is given to the product?
What characteristics are associated with it?
1.Mac vs PC
2.Ladbrokes
3.Whopper Virgins…
…and the website…
…and the controversy.
11. Regulation: The Law
Advertisers often court controversy, so obviously
there are laws and regulations which they must
follow. In the UK, there are two main bodies who
enforce the law. The ASA is the professional body
made up of people from the industry. OFCOM is the
government’s organisation who decide the laws.
Advertising Standards Authority
(ASA)
Office of Communications
(OFCOM)
12. ASA Code - Summary
The BCAP Code (Broadcast Code of Advertising and
Production)
Sections:
01 Compliance
02 Recognition of advertising
03 Misleading advertising
04 Harm and offence
05 Children
06 Privacy
07 Political and controversial matters
08 Distance selling
09 Environmental claims
13. BCAP Code
Example: 05 Children
The actual ‘rules’ are here
Example: 06 Privacy
And the rules
Remember, the ads YOU make must pass the
BCAP code!
14. Banned Ads
Mazuma Mobile… and the story
Ladbrokes… and the story
Yves Saint Laurent… and the story
For merit or distinction…
find your own examples!
15. Audiences
WHO are the audience?
Advertisers need to know as much about their
TARGET AUDIENCE as possible if they are
going to accurately ‘reach’ them.
We can divide audiences by age, gender,
race, income, attitude, location, behaviour,
expectations…
BMW ad – who is it for? How do you know?
What about this Mini ad?
16. Demographics
Classifying people according to job and income
Top management, bankers,
A lawyers, doctors and other
professionals
Middle management,
B teachers, many 'creatives'
eg graphic designers etc
Aldi
C1
Office supervisors, junior
managers, nurses, specialist
Marks and Spencers
clerical staff etc
Skilled workers,
Rolex
C2
tradespersons (white collar)
Semi-skilled and unskilled
D
manual workers (blue collar)
Unemployed, students,
E
pensioners, casual workers
17. Psychographics
Classifying people
according to their attitude
or psychological profile
Blue de Chanel
Woman’s World Cup
Save the Children
19. Audience Research
HOW do we find out about the audience?
There are many ways to conduct research. All of
these can be divided into two types:
QUALITATIVE and QUANTITATIVE
20. Quantitative Research
This is research which generates precise, numerical
data.
How much do you earn?
What sex are you?
How many films did you watch last year?
This data is usually presented in the form of
charts, graphs and so on.
21. Quantitative Research
Methods of Quantitative Research
Questionnaires – CLOSED questions with exact
answers
Surveys
Desk research – find out about companies, costs etc
22. Qualitative Research
This is research which finds out about opinions,
feelings, ideas etc.
Do you like Mac or PC? Why?
What’s your favourite colour?
Which of these two ads do you like?
This data can be presented as charts and
graphs but sometimes we need to use
transcripts and summaries of what was said.
23. Qualitative Research
Methods of Qualitative Research
Questionnaires with OPEN questions
Interviews
Video responses
Focus groups
Test screenings
Log Books
Observations
24. The Golden Rule
TRIANGULATE YOUR RESEARCH
All forms of research have strengths and
weaknesses. You must do BOTH qualitative and
quantitative research and you should aim to have
THREE forms as a minimum.
So – do a questionnaire, a focus group AND a test
screening.
26. Hypodermic Needle
There is a direct flow of information between the
media institution and the (passive) audience.
Lombard Direct
27. Two Step Flow
Media messages are targeted at OPINION
LEADERS. The general population follow their lead
Malcolm Gladwell’s ‘Law of
the Few’:
20% of the people do 80%
of the work
Best Buy ad –
music by Skrillex
28. Uses and Gratifications
The audience receive pleasures from the text or use it
for some purpose. The usual purposes are
DIVERSION (this is fun!)
SURVEILLANCE (this teaches me about the world)
PERSONAL RELATIONSHIPS (my friends are watching
this)
PERSONAL IDENTITY (this helps me express and learn
about myself)
29. Uses and Gratifications
Can we use Uses and Nolan’s Cheddar
Gratifications to explain
the appeal of these ads?
Nike
- DIVERSION
- SURVEILLANCE
- PERSONAL IDENTITY
Barnardo’s
- PERSONAL RELATIONSHIPS
Old Spice
