Structures and Forms of TV advertising
Just as narrative theories apply to films and TV shows, they also apply to adverts. TV advertiser's main goal is to convince consumers to buy products and in doing so they create stories surrounding them. You will remember using the narrative theories from your short film unit.
Narrative Structures
A narrative is a name for the story itself. The structure of the narrative is a reference to the ways the story is told. There are lots of different ways of telling stories and therefore lots of different narrative structures.
Linear or sequential narrative structures - are the most simple to understand. We are presented with a version of the events as they happened with the beginning, middle and the end in the 'correct' order. Soap operas give us an endless linear narrative.
Non linear or non-sequential narrative structures - therefore refer to productions where the story is presented in any other fashion. They may occur when we see the same events from a number of points of view, or where the ending is shown and the film maker decides to tell us the story of how we got to that destination.
Flashbacks - are a form of non sequential narrative that involve details of the past being revealed before us on the screen.
Realist or anti realist narratives can also be discussed. Obviously, a realist narrative will draw its power from the portrayal of realistic events. An anti realist narrative will have the freedom to indulge in the inclusion of aliens, vampires and all kinds of beastly CGI nonsense.
Endings - are also an important part of narrative structure and warrant much analysis. They can be open, where we are left with a sense that the story is unfinished or may continue after the section of the narrative we have seen. Alternatively, they are closed and present a definite end to the story being told.
Patterns of narrative:
* Goal - orientated plot
* Search or investigation
* Journey
* Climax
Range of information:
* Unrestricted: The audience sees and hears everything and often they already know the ending...........Titanic, Pearl Harbour, United 93
* Restricted: The audience are introduced to information and plot at the same time as the characters.
Propp's Theory
Every narrative has a
* Hero
* Helper
* Villain
* Damsel-in-distress
Todorov's Theory
* Equilibrium
* Disruption
* Resolution
Remember.....they may not appear in the traditional order
Subjective and Objective
Subjective Narration -
o Point-of-View (shot?)
o Sound perspective—hear sounds as character might
o Perceptual subjectivity—perceive object/sound relations as character might
o Mental subjectivity—inside character’s thoughts
Objective Narration -
* External behaviors of characters only
TASK ! Making Reference to a range of the narrative structures outlined above, write a detailed analysis of the different narrative structures employed and try to explain why they have been used to help sell the product.
Forms of TV advertising
There are many different forms of TV advertising just as their are many different products on the market and people that they appeal to. Some of the most common forms can be referred to as 'Talking Heads,'Documetary' and 'Animation'
The Talking Heads style can be seen in the clip below.
The documentary style works like this:
Animation can also be used for a number of different reasons
It is also important to realise that some adverts work in the form of a serial or a series which can create a strong brand identity
There are other important key styles too: we can see adverts as humourous, surreal, dramatic and also parodic. Condsider the following as an example of a surreal advert:
Parodic adverts are those that make fun of themselves or other narratives. They are 'knowing' and can poke fun at the very idea of selling the product. One advert here is very traditional followed by one that introduces elements of parody.
TASK 2
Compare the advert below with two other adverts of your choice and explain which of the above styles they employ. Explain why the styles are used and say how effective you think the adverts are. Drop the youtube links into your blog for the ads you want to use.
TASK 3
For two of the adverts above, explain how the adverts use the common codes and conventions of advertising.
Comment on: camera angle, shot, editing, lighting, sound, music); computer graphics; special effects (SFX) and text
Techniques and Characteristics of TV Advertising.
In order to sell products, advertisers attempt to appeal to lots of different sides of our personality. Some adverts may seek to challenge or inspire us, others promise to solve our problems, still more play on our insecurities or sense of guilt. All adverts contain Lines Of Appeal and Factors in Persuasion.
Line of appeal
Factors in Persuasion
Task 4
Choose four TV adverts. For each advert, write a paragraph explaining who the target audience for your advert is and which lines of appeal/factors in persuasion are used in it. Explain why the lines and factors are effective in each case.
Regulation
Advertising needs to be regulated. Regulation takes place through two main bodies, the ASA and OFCOM
TASK 5
Write a detailed account which addresses the following:
* What the ASA does
* What types of advertising does the ASA cover?
* How does the ASA respond to complaints?
* Give some examples of the codes for TV advertising
Use this link to help you find out about the role of OFCOM in regulating TV advertising. What does it do?
