2. WHAT IS ADVERTISING?
• The activity or profession of producing advertisements for commercial
products or services.
3. HOW TO ANALYZE AN ADVERT
Introduction Paragraph Conclusion
What is the
advertisement for?
Summary of the context
of the advertisement
Background information
of the company
The thesis statement
The effect of the
advertisement and target
audience
Describe the values and
emotion the ad provokes
in the readers
Describe the visual
strategies
Describe the ethos,
pathos and logos
Describe the textual
strategies, including the
diction and the tone
Present the most
important points justify
why the advertisement is
successful
The present technique
used that makes the
product outstanding
Review the intention of
the advertisement
Provide your opinion.
4. MACRO AND MICRO FEATURES
• Macro: Genre and Narration
• Micro: Cinematography, Sound, Editing, Mise en Scene and Special
effects
Camera shots and movement Shot transitions
Techniques:
Montage
Continuity
Parallel Action
Shot duration
Setting, Props, costume and makeup, off screen space,
facial expression and movement, Lighting and colour
Diegetic or Non-Diegetic
CGI
Stunts and explosions
Animatronics and models
5. EXAMPLE OF ADVERT I HAVE ANALYZED
In this advert Diane Kruger: Calvin Klein BEAUTY (2010), your attention is focused
on this ‘beautiful’ young women although they are selling a perfume for women
called ‘BEAUTY’ which is located in the bottom right on the advert with a vibrant
colour yellow/ gold. Calvin Klein is a company that sells sexy underwear for both
men and women and their models tend to be skinny blonde models or muscularly
tanned men. https://www.theperfumeshop.com/calvin-klein/10/brand -In this link to
Calvin Klein's perfume shop it is clear to see that all there adverts are sexy, clean and
for both the female and male eye to attract a wider audience.
The long shot, shoes us the whole character, drawing attention to costume and body
language. It also allows the audience to focus on the background, this advert is
completely white with the expectation of the perfume bottle which is a glowing gold
however this draws in our attention as the connotations of white are: angel, goddess,
purity, clean. Her stance shows of her hourglass figure while the dress is slightly see
through and showing a small amount of skin in addition her mouth is slightly open
while her eyes are direct with the camera. Overall this advert is a very simple yet
effective way to draw the audience in as it is clear what they are trying to sell and the
women is portraying that if she wears the perfume you will look/ be like her as that is
‘BEAUTY’.
6. GILLIAN DYER- LINES OF APPEAL
According to Gillian Dyer advertisers use another other techniques the following lines of appeal. They use images of, or make
reference to things or tap into our desires or fears.
1. Happy families- Advertisers know that deep down everyone wants to belong
2. Rich Luxurious Lifestyle- Advertisers tap into our aspirational tendencies
3. Dreams and Fantasy- We all dream of places that we would love to be, adverts make it a reality we can never reach
4. Successful Romance and Love- Everyone wants to find love or are already in love, advertisers know that this is a soft spot
and will draw in a large audience
5. Elite people- Having famous or well known people in adverts will go viral as they are inspirational
6. Glamorous Places- Similar to rich luxurious lifestyle.
7. Successful Careers- Have a god job can allow you to achieve your goals
8. Art, Culture and History-
9. Nature-
10. Beautiful women- Me and women like look at beautiful women, so the thinking goes: men admire them, women admire
what makes the men admire them.
11. Self importance & Pride-
12. Comedy & Humor-
13. Childhood-
7. Happy families & Childhood
https://www.youtube.com/watch?v=6sTf5AtmzBs
The main priority for this advert (other than to
sell
its stock cube) is to make it seem like the
product helps solidify the family as ‘Happy’. This
is a popular technique where we are left with
smiling children, happy parents. This could also
be seen as comedy as parents will be able to
relate and laugh.
Rich, Luxurious lifestyles
For selling Greek yogurt your mind is drawn to the fact that tw
young good looking models are on a beach with Greek yogu
As this is a print image the wide shot the view is far from the
subject it is used as an establishing shot to create this rich, lux
feel that on your holiday will be like this is buy this Greek yog
8. Dreams & Fantasy Successful in Love
https://www.ispot.tv/ad/AhC1/2017-honda-civic-the-
dreamer-fantasy-song-by-empire-of-the-sun
This TV advert is perfect for the the line of appeal ‘Dream
And fantasy as the song edited in (non-diegetic) gives a
perfect impression as well as the video itself as it is driving
through rainbows and the bridges are being build for it
as it drives along.
https://www.youtube.com/watch?v=XLpDiIVX0Wo
This advert is very heart warming and romantic. Telling
the
Story of two young people in love gives the audience a
sense of hope that something like this could to happen to
them if they buy the extra gum.
9. Elite People Glamourous Places
http://www.independent.co.uk/video/News/nike-advert-
watch-new-skepta-michael-dapaah-big-shaq-rio-
ferdinand-video-harry-kane-nothing-beats-a-
a8202981.html
This advert has a huge amount of Elite people, during
watching the people I recognized was about 14 from my
Favorite actors to singers. Nike is huge brand selling sport
Clothing like trainers and tracksuits.
https://www.youtube.com/watch?v=3P_API6N4oA&NR=1
The target audience for this advert Is a range from 18-elderly
who drink. The glamourous place is the dream apartment th
The man was imagining as he had one to many pints of Clay
10. Successful Careers Art, Culture & History
https://www.youtube.com/watch?v=9DS8-TC-Qu8
This advert is effective as you would think it is about the army,
Or school however at the end you learn it is about Barclays
which surprising as you wouldn't’t expect it as it isn't about
Money or banking however they are being creating and using
several ways to advertise to engage the audience.
https://www.youtube.com/watch?v=phTUWg_L95w
As this is from the Sunday Times a print newspaper, this TV a
(moving image) is a great way to promote your own brand a
Newspaper article will have advertised this on their paper an
Getting more people to watch this culture advert will raise
awareness.
11. Nature Beautiful WOMEN
https://www.youtube.com/watch?v=iYXBJmrsxZU
This is a wonderful advert with David Attenborough voice
Over promoting BBC one and their history content.
Millions of people would have seen this advert as it was on TV
and all over YouTube.
https://www.youtube.com/watch?v=XjJQBjWYDTs
You could also argue that the advert I analyzed earlier
(Calvin Klein) would fit under this line of appeal however I cho
another one. This also goes under self importance and pride.
12. ABRAHAM MASLOW
• Abraham Maslow was an American psychologist who was best known for creating
Maslow's hierarchy of needs, a theory of psychological healthy predicated on fulfilling
innate human needs in priority, culmination in self-actualization. Born 1st April - 8th June
1908.
13. APPLYING MASLOW TO MY FAVORITE
ADVERT
https://www.youtube.com/watch?v=K9vFWA1rnWc I feel that this advert fills the needs of all those
below as it is giving a message across that money doesn't’t buy you happiness and if you do things for
other people good things will soon later happen to you. Also you don’t have to be famous and get all
the attention the guy in the advert is loved by individuals who know what kind of person he is and
respect him for the things that he does. The target audience is for everyone!
What makes an advert effect?
-If it creates an impression for a product or brand
-If it influences people to respond in some way
-If it separates the product or brand from the competition in the mind of the consumer
14. RADIO ADVERT ANALYSIS – COKE AND
WONGA
https://www.youtube.com/watch?v=pDj8QYigFnw - Coke Summer Sound Radio Ad 2009
This radio advert is 30 seconds longs and includes the dialogue of a man “trying out a few summer
sounds that a coca cola bottom makes” talking to ‘thirst’ which is a fantasied voice edited in (diegetic,
sound effects). The first sound is at the beach and then the thirst sound reply's with a ‘YEEESSSS’. This
onomatopoeia sounds like the coke spraying out the can. The second sound is at e part, in this advert
they are selling coke as ’Open Happiness’ and you can have it anywhere you go.
https://www.youtube.com/watch?time_continue=5&v=yxdbu8b4ITk -Wonga Radio
This radio advert is 00:41. This is for a Wonga advert, which is a company that offers short- term loans. They use a
jingle in the majority of this radio advert because its well known by the audience so they can recognize the
company that is being advertised. There is dialogue at the end but not much of it as its well establishes so people
know what wonga.com is about already. However the dialogue tells people that may not know about it what it is.
MICRO-FEATURES
15. RADIO ADVERT ANALYSIS
• ‘Open Happiness’ Coke Summer Advert – The target audience of this advert is 14-24 (specifically
teenagers who love coke and summer) as they are playing upbeat music which keeps you alert and
awake? However there is an element of comedy in the advert the secondary audience could be
older adults and their children. The tone of voice in this advert has an element of comedy. In this
radio advert as the two presenters have a very clear voice. The main character speaks with an
American accent, loud and clear whereas the other character is ‘thirst’, an imaginary voice,
however, I think it sounds like the can of coke spraying out. There is no obvious sound effects
used in this radio ad, as the first section of the ad is the two presenters have dialogue with ambient
sounds of a beach (waves, children playing) and a party (muffled music). This may have been done
on purpose (gatekeeping) so the audience would focus on what the sound bites are saying and not
distract them with sound effects. The track used is very upbeat which connotes that Coke is
positive and fun, .The music used is a jingle as it is a recognizable sound for the brand. In the
opening when the two presenters are talking there is a build up of music to create anticipation and
when they mention the documentary itself the actual music begins.
• Persuasive
• Conjures an image
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16. COCA COLA – DIGITAL ADVERT
MICRO- FEATURES
This is a screenshot from Coca Cola Instagram page.
This is a digital advert as it allows you to click on it
and interact with it. The colour’s are mainly red with
the acceptation. Furthermore they use celebrities
which broadens the audience even more.
In this picture with Selena Gomez she is modelling for
Coca Cola, she has a huge following base and a lot of
people look up to her and can see her Instagram
page. Her eye makeup, clothes and nails all match the
colour of the Coke bottle. It also gives off summary
connotations she it is bright young. Her eye contact
could be implied as sexual as she is looking straight
into the camera. In addition her the straw is pressed
against her lips which are slightly open.
17. COCA COLA- PRINT ADVERT
In this advert, the Coke is in a glass see through
bottle in ice with water over it. The colour’s used in
this advert are red, black and white implying that it
is evil and dark however got a sweet side.
Furthermore the slogans and wording use is very
minimal with ”Cant beat the real thing "in a big
and bold font highlight hat even though it looks
amazing it tastes even better. From looking at this
advert you want a a coke as it makes you thirsty.
The choice of people in this advert could be that this model
has a beautiful skin tone similar to the coke bottle. The fact
that she is in a blue bikini really emphases the coke bottle.
This is a mid shot only showing certain elements of her
body (Upper waist and cutting of half her head) so the
audience doesn't’t get distracted of where the product is
and what they are saying. In this print advert it looks hot
and the coke is cooling her down.
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18. COCA COLA- VIDEO
https://www.youtube.com/watch?v=qdPXQLrueRg - Brotherly Love Coke.
In this advert it about a relationship between two brother who care and love for each other. Coke is
what they are trying to sell and in almost every shot, coke is shown in a glass bottle. The editing is
cut to create the mood of tension and love. At first the older brother is being rude to his little
brother by teasing him by putting his headphones on a higher shelf. Although towards the end a
‘bully’ is taking his coke. This scene is shot very clever as it looks like the brother is being horrible
however it is the bully and the older brother comes over to protect him and scare time away.
Showing that coke brings relationships together and makes you both happy. The lighting is very
bright and positive. There is not speech, it is just physical communication with a song playing over
”Hey Brother”. This song relates to the topic and title of advert. My overall intention of this advert
is impressed as I enjoyed watching it and got the message across. I think this is the theory of
Maslow as it is a basic need of everyone wanting to be loved and find belonging.
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