As with any media text, the starting point is to focus on the key conventions. How do you know when you are watching an advert on TV or YouTube? What are the conventions that appear in the majority of moving image adverts?
Key conventions of moving image advertisements
- Narrative (storyline)
- Mise-en-Scene (CLAMPS)
- Editing (fast-paced, slow-paced, juxtaposition)
- Camera shots (& their effect)
- Sound (music, dialogue/voiceover, sound effects)
- Logo & slogan
- ‘Call to action’ – how audience can buy/support/take part
Broadcast advertising - notes
The internet may grab all the attention these days, but television advertising is still a significant media platform for advertisers to reach their target audiences.
Broadcast advertising is a powerful and persuasive tool for reaching consumers. It allows producers to target specific individuals or groups who are likely to be watching certain channels at certain times (e.g families tend to watch ITV and other mainstream channels at 7pm on Saturdays). Television adverts also reach a wide audience.
To create an effective television advert, you must have a good script or concept and a strong offer or message.
Advertising campaigns
Some adverts are produced in a series as a campaign. An advertising campaign is a series of advertisements that share a singular theme, message or idea. These are used to raise awareness of an issue or of the brand itself. The best campaigns have an emotional impact on audiences.
An advertising campaign will usually appear across multiple media platforms - print, broadcast and online.
A good example is the 2007 Adidas 'Impossible is nothing' campaign:
Moving image adverts: blog task
A good example is the 2007 Adidas 'Impossible is nothing' campaign:
Moving image adverts: blog task
Watch the Always #LikeAGirl campaign again:
1) What key conventions of broadcast advertising can be found in this advert?
2) What text appears on screen in the advert? What effect might this have on audiences?
3) How many different people feature in the advert?
4) Why did the producers decide to feature a range of different ages, genders and ethnic groups in the advert?
5) What effect does the background music have on the audience - particularly towards the end of the advert?
6) Pause the advert at 3.08. What key conventions of advertising can you find on the screen at this point? How do these encourage the audience to make the campaign go viral?
7) What representation of women can be found in this campaign?
8) The #LikeAGirl campaign was hugely successful with over 65 million views on YouTube alone. Why do you think the campaign connected with audiences so successfully?
Extension task: find another memorable broadcast advertising campaign on YouTube. Embed one of the adverts into your blog post and analyse why the advert successfully connected with the audience.
Finish for homework - due next week Thursday.
2) What text appears on screen in the advert? What effect might this have on audiences?
3) How many different people feature in the advert?
4) Why did the producers decide to feature a range of different ages, genders and ethnic groups in the advert?
5) What effect does the background music have on the audience - particularly towards the end of the advert?
6) Pause the advert at 3.08. What key conventions of advertising can you find on the screen at this point? How do these encourage the audience to make the campaign go viral?
7) What representation of women can be found in this campaign?
8) The #LikeAGirl campaign was hugely successful with over 65 million views on YouTube alone. Why do you think the campaign connected with audiences so successfully?
Extension task: find another memorable broadcast advertising campaign on YouTube. Embed one of the adverts into your blog post and analyse why the advert successfully connected with the audience.
Finish for homework - due next week Thursday.
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