To be honest, even though chris was my first (and still favourite) doctor, i gotta disagree; i absolutely the fez and i felt it complemented matt’s look, although i did prefer the stetson he wore in series 6 :P Source: oodwhovian
My Doctor does not approve of being turned into a fez wearing imbecile.
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In conclusion, if an advert is going to be successful by today’s standards, it has to follow a set of codes and conventions while offering something new that the competition doesn’t have to stay one step ahead of the game. A memorable advert can be powerful and endure for years and years; just look at the coca cola Christmas advert. A good advert should invoke emotion from the person watching it, whether it makes them laugh, cry, get excited, or make them feel any other emotion because if a viewer watches an advert that doesn’t make them feel anything they’ll easily forget it and change the channel, but if they watch an advert and they give an emotional response to it (as mentioned above) they’ll probably remember it and they might talk about it to their friends; the advert also needs to be clear and concise about the brand selling the product and the product’s special features; the company give all the information it wants about their product but unless it gets straight to the point about it USP and identifies its target audience, viewers won’t be interested in the product or who it’s aimed at. an advert should also be able to ‘stand alone’: get it’s message without video so as not alienate any deaf viewers, and without audio so that blind people can still hear what the advert’s about; the main point I’m trying to say is an advert should be accessible to many people as possible including those with disabilities to maximize its exposure. Above all, an advert should be entertaining and innovative, something that will stick in consumer minds for a long time; the whole point of making an advert isn’t to win to win major awards, it’s to boost sales and if an advert can do that for a company, it’s a good advert no matter what anyone says.
This is the advert for Lynx Pulse Deodorant. as you can see, the ad focuses on a man standing around listening to a dance track in a pub, and then he turns around, walks forward and starts dancing. As he’s dancing, two women sitting in the background get up and join him on the dance-floor. the advert was hugely successful and triggered a dance craze across the country, and when the track used for the advert soundtrack was released (Make Luv), it went straight to No. 1 in the UK charts. even though it’s advertising a product, this advert doesn’t necessarily show the product being used, but rather what happens when you use it i.e. you smell nice, girls will suddenly be attracted to yo. this is the deodorant’s usp, and Lynx adverts have been known for showing how their deodorants can turn ordinary men into sudden ‘babe-magnets’, as well as including a standard pack-shot at the end. This advert is effective because of the catchy music, so even if people don’t buy the deodorant but listen to the track used for the music bed, they’ll remember the deodorant.
This is the advert for More Than Buildings Insurance starring More Than Freeman. throughout the advert until the end, the only thing that is seen is the roof of a house from the establishing that zooms out from one tile to the whole roof to the last shot which moves to the chimney and reveals who’s been standing on it and talking the whole time: a white man speaking with a black man’s accent; in other words, More Than Freeman. this kind of advert is very different to general ads that advertise products because it advertising for a service that needs to be continuously paid for. the advert has a cinematic feel to it, and i feel they are trying to replicate the mood of some of the films (Morgan) Freeman has acted in and I feel the way it’s filmed works very well as the viewer would think the voice is the real Morgan Freeman speaking, and then be surprised as turns out to be More Than Freeman, the spokesman for More Than. I also feel the advert is effective because if people decided to take out some insurance for something and they had just recently watched the ad, they would be more likely to buy insurance from More Than because they remembered More Than Freeman.
As i mentioned Earlier this is the advert for McDonalds about their pound saver menu, in which all the products (food and drink: double cheeseburger., McFlurry etc.) advertised are 99p, below one pound, which gives value for money. i chose this advert because it conforms to the standard (usp: everything under a pound; pack-shots, tagline, jingle, brand, V/O, music bed). even though it’s 30 seconds long as most adverts, the particular advert has a low cutting ratio because the V/O needs time to explain what the saver menu is and the products that are on it; it needs to be one scene after the other but the speed between each shot needs to quick enough for the viewer watching the advert to keep pace.
Every advert broadcast on television adheres to certain codes and conventions that help establish it’s structure as an advert, and these are:
The USP: The one thing that makes the product being advertised stand out from the rest of the competition, or any part of the product that makes it different from similar products.
Pack-shot: a close-up shot of the product, but it’s usually shown in the wrapping. Pack-shots are used to link the emotional impact of the advert to seeing the product at the point of purchase, like watching an advert for McDonald’s and then seeing someone buy a burger of fries at a McDonald’s restaurant, and this is done so the consumer watching the advert knows what to pick up and buy. Pack-shots are usually shown at the end of an advert for 5 seconds to let the consumer absorb the image of the brand.
Tag-line: The tag-line of an advert sums up the whole company or product being advertised. a good tag-line can be remembered for years, and some tag-lines even outlive their products. when a company uses a tag-line, their aim is to get it into the minds of consumers so they think about the company and their products more often.
Jingle: A jingle is really a musical tag-line if you think about it, and whereas a good tag-line on a print advert can stay in the consumer’s for some time, combining a clever tag-line and simple (usually rhyming), catchy music can make an advert that endures in the consumer’s memory a long time after watching the advert, so whenever they see the product at a store they’ll remember the jingle and will be more likely to buy the product because of the mental association made by the jingle.
Brand: The company that makes a range of products, which usually get advertised and sold under their name, like Nike for example.
Product: A service or idea that has specific features suited to a target audience which is then distributed by a company to outlets like shops and stores, and the products are then purchased by consumers.
Voice-over: A voice-over or V/O for short, is played over the advert or programme that’s being shown but the person speaking isn’t seen. voice-overs have become so common in adverts that i don’t think we even realise it, and unless they’re very clever not a lot of adverts can get their across about their product without a voice-over to back it up. Voice-overs are useful as you don’t need to use a human spokesman to endorse the advert, which means more time can be spent on showing the product or setting up a movie storyline visually. A recent example of an advert with an effective V/O are the More Than Freeman adverts. all the adverts show are various places where incidents can happen like the home and what more than insurance can do for you. you’d think it was the real Morgan freeman speaking, but as the advert ends it’s revealed to be a white man, who’s usually standing somewhere hidden, called more than freeman and he is played and voiced by Josh Robert Thompson.
Music bed: the background music for an advert. it can be especially made for the advert by musicians hired by the company or it can be an existing track used to boost the product’s popularity. if a track from an artist is used and the advert is a huge success it can also boost the artist’s record sales. Take Lynx, for example: in 2003 when they were marketing Lynx Pulse, for the TV advert they used a track called ‘Make Luv’ by Oliver Cheatham. soon after the advert was shown, when the actual track was released it went straight to no. 1, and it was partly due to the exposure given by the advert.
High Cutting Ratio:this just means a lot of cuts in one video. most adverts have a very high cutting ratio, and because a normal advert is usually 30 seconds long it will usually have 22 shots, which is faster than a news piece, in which it’s one continuous shot of the newsreader cut with scenes from other reporters from their area and around the world doing their report of the news, or a drama, as there is a lot of scenes and a large storyline so a slower cutting ratio is needed so the viewer can keep up with the pace of the story. The reason why adverts have a very high cutting ratio is because everything about the product and its features (USP) or the story that surrounds the product needs to be condensed into 30 seconds or less. most of the shots in an advert usually show the product being used or eaten by someone, then the tagline and jingle are usually seen at the end with the pack-shot of the product. the voice-over can placed through the advert or added at the end to give an effect, like for a public awareness advert stating facts about road safety or drink driving. compared to dramas and news reports adverts don’t have a lot of time to express everything about their product as well as adding all other elements together, so a high cutting ratio is needed so they can take the shots they need can cut them into an advert with a cohesive beginning, middle, and end.
I will show examples of three adverts that have these elements: the first will highlight the pack-shot, tag-line, jingle, brand and the product, the second advert will focus on the voice-over aspect, and the third will focus on the music bed in the advert. the three adverts I have chosen are the McDonald’s pounds saver menu advert, the More Than Freeman “Roof-tile” advert, and the Lynx Pulse advert that uses the song, ‘Make Luv’. after I upload these examples and explain a little further about them I will come to my conclusion.
Adverts that are allowed to be broadcast in the UK are regulated through two main advertising codes, and these codes are monitored and changed after a certain amount of time by two committees: the Committee of Advertising Practice and the Broadcast Committee of Advertising Practice. The CAP Code cover non-broadcast advertising, which simply means anything not broadcast on television, like ads in newspapers, magazines, brochures, leaflets, mail and e-mail, texts, faxes, outdoor ads and sales promotions, like a free prize give-away in The Sun, for example. The BCAP Code covers all ads put on TV, as well as TV spots and teleshopping channels. The kind of ads that would be banned from being advertised as a broadcast or non-broadcast advert include: tobacco, betting tips, P.I (private investigation) agencies, guns, porn, and risky and potentially fraudulent investment methods like the pyramid scheme. The main body that regulates adverts in the UK is known as the Advertising Standards Authority and it’s their job to make sure every advert that’s shown out here conforms to their standards set out in the two codes I talked about earlier and block the ones that don’t. the ASA is a self-regulatory body that was set up in 1961 by the UK marketing industry and since then, advertising in the UK remains honest thanks to the UK’s system of self-regulation. This also helps companies as honest advertising keeps their customers loyal.
And, finally, the PC World/Currys Megastores Star Wars advert with R2-D2 and C-3PO. the advert involves the two robots breaking into and exploring the store at night, testing out many appliances along the way. I like the way the soundtrack is taken from the films and the transitions between the scenes are similar to the movie so I guess people who grew up watching would feel nostalgic watching that and would probably be persuaded to visit the store. all in all, a great advert.
An advert for Emporio Armani’s ‘Diamonds’ fragrance for women with Beyonce on the front cover. this advert works well as Beyonce is a high profile artist and her presence in the advert adds a touch of glamour, and the dress she’s wearing is made up of diamonds which can be linked to the perfume. Emporio Armani is famous for its high fashion perfume and there women who adore Beyonce and want to emulate her, so this advert will rake in a lot of money for them;
An animated advert for the Coca Cola that features a range of character from the Simpsons. it revolves around a simple storyline: Mr Burns has been lost his fortune, so all so he sells off all his possessions and his home, even Smithers his loyal assistant. so he’s walking in the park, looking at everybody living their lives happily drinking cola and he walks through with a very sad expression on his face. Then Apu, holding a bunch of colas, sees him walking away sadly so he decides to give Mr Burns a cola. He takes it and he feels happy again despite his loss, then the ad ends with Coke’s slogan ‘open happiness’, so the whole idea of the ad is that no matter what bad things may happen to you, a coke will always brighten up your day;