1 Know About The Structures and Techniques of Television Advertisements

ND Creative Media Production 2020-2021 Aoife Fullerton-Y2
UNIT 30: Advertisement Production for Television.
1 Know about the structures and techniques of television

advertisements
Introduction
Advertising is the activity of producing advertisements for commercial product
or services. At the forefront of every advertising campaign is the assumption
that generating the right emotional or intellectual response from an audience
will greatly increase awareness and preference for the brand. This Report will
analyse a series of adverts that incorporate reference to Joe Sugarman’s
Psychological Triggers1 . The report examines the creative decision making
process of television advertisements to deconstruct and examine adverts as
part of Advertising Campaigns. The range of adverts below are based on
Gunn’s typology ’ of 12 Types of Adverts 2 in order to further widen my
awareness of the selling techniques employed by television advertisements.
The report will also touch on the background, work and theories of the key
advertising thinkers of the 20th century, (Rosser Reeves; Bill Bernbach; David
Ogilvy, Joe Sugarman and Leo Burnett.3
The report is intended to demonstrate the format, structures and techniques
of modern television advertising and provide ideas for the design of
successful adverts to be created as part of an Advertising campaign over the
coming weeks. …
Part 1 Gunn’s 12 Types of Adverts
Advertising Campaigns and adverts have different structures. The ‘Talking

Head’ advertisements is when someone talks to the camera like the subject
was personally addressing the audience. These ads normally have close ups
and mid shots in them of the subject addressing the audience of the advert.
For example, of a Talking Head advertisement would be The BBC 2002 advert
https://youtu.be/iDlCLzPyx3o.
1
Class Lecture notes PP
2
Class Task analysing adverts in class group
3
Class pp – ‘the Thinkers ‘ Teamsites folder
In this advert key celebrity presenters are like transformers representing the
faces and genres of key signature flagship programmes of the channel. Like
News; Soaps; Films; Children.
Documentary style advert is when the advertisement is informative to the
audiences and normally are shot with long shot angle to show the
surroundings or a close up on the subject. It can include the effects of people/
places and the community around them and offers people a narrative that
money cannot buy. An example of documentary ads would be drink and drive
ads https://youtu.be/xtJqw--DGl8.
Anti-realist adverts are intentionally unrealistic, this is often done to create a
comedic effect. An example of this is the comparethemarket.com adverts
which feature talking meerkats in a short story and then is followed by a
meerkat saying the name of the website. Animation ads use a character
animation to represent the product or brand this can be more effective than a
live spokesperson. Therefor when using animated advertisements, the cost is
effective and produces results. An example of this would be the Heinz’s Bean
ad https://youtu.be/dulk2rBSKkQ. Adverts like this one particularly use sound
effects and background music to make it more realistic.
Leo Burnett – The Power of an Image
 aka The Jolly Green Giant
 aka Tony the Tiger
2. Critical Thinkers
Different types of TV advertisement, focus on different perspectives and

emphasis different aspects of the product or experience. I will analyse some of
these examples. Exemplary Story Ads create a narrative that helps illustrate
the product's benefits. The key is to create this ad is to have a situation where
someone would use the product and be very glad for it. An advantage of
exemplary story ads is that customers can get a demonstration of the product
use. A disadvantage of exemplary story ads is the over exaggeration of the
product's outcome can lead to heavy criticism from customers that did not get
the same outcome as the ad did. Any example of exemplary story ads is Adidas
Break Free Advertisement https://youtu.be/gXfLl3qYy0k.
This ad is aimed at those would use running trainers for exercising and the
message reflexed in the ad is that by buying Adidas running trainers they will
make you have a break free feeling, or you can accomplish anything so
therefore you will be happy instead of depressed. The advert is draws on Joe
Sugarman’s psychological triggers and shows both sad and happy emotions
though the dimmed light at the start with turns bright at the joyful parts. A
comparative ad is a marketing strategy when a company’s product/ service is
presented to look more superior compared to its competitors. The advertising
campaign will involve a side by side comparison of the product or service
featured of the company next to those of its competitor. An example of this
would be Samsung’s Galaxy S4 ad where they compare their phone to iPhone
https://youtu.be/4Klv1Map2UY.
The advertisement is fiction, upbeat especially with the background music and
is very colourful with bright lighting. It has a very joyful emotion and has a lot
of close up camera shots of the phones. The target audience would be phone
users as the ad shows that the Samsung phone has better technology updates
than Apple’s iPhone.
A ‘Show the problem’ advert is when a product or service is demonstrated to
potential buyers in the viewers of the TV advertisement that their product or
service is the solution to a certain problem they may have. The goal of this ad
is to introduce customers to the product/ service and by demonstrating how it
could fix their problems in hope of the audience purchasing it. An example of
demo advertising is Flex Tape https://youtu.be/0xzN6FM5x_E.
The advertisement has a range of sound effects and jump cuts between
demonstrations in the editing along with a background track the goes
throughout the advertisement. There is a range of close ups when
demonstrating the product and long shots to show the surroundings. The
advert uses the talking head structure, and it is very dramatic when the
percenter speaks or when demonstrating the product use.
A parody advertisement is a fictional advertisement for a non-existent product
with is either done within another advertisement for an actual product/ service
or is done as parody of advertisements. Parody ads can be use in many ways
like ridiculing or drawing negative attention towards a real advertisement and
the advertisement's subject or as a comedic device by using a comedy skit or a
sketch. An example of Parody advertising is IKEA experience the power of a
bookbook ad:
https://youtu.be/MOXQo7nURs0.
This ad would have a comedy style to and has light-hearted background music.
The ad also portrays funniness by playing on the joke referencing the book to a
technology device.
Part 3 Regulation in Television Advertising

ASA is one of the companies in charge of Advertising regulations and they are a
self-regulatory organisation of the advertising industry in the United Kingdom.
The ASA is a non-statutory organisation and so cannot interpret or enforce
legislation. ASA practice of collecting information from web browsers so that it
can be used to deliver ads that are more relevant to the user of a particular
computer. The rules they oversee require businesses to make clear when they
are collecting and using information for OBA and require them to provide a
tool so that you can choose not to receive it. Advertising practice broadly
reflects legislation in many instances. The types of ads we deal with include:
Press ads, Radio and TV ads (including teleshopping presentations), Ads on the
internet like smartphones and tablets, Ad claims on companies’ own websites,
Commercial e-mail and text messages, posters/billboards, Leaflets and

brochures, ads at the cinema, direct mail and whether addressed to you
personally or not. ASA also has the power to ban ads that are inappropriate or
incentive to the audience. An example of a banned ad would be the Marmite
advert 2013 https://youtu.be/79-sFaeLVJg.
BARB is an organisation that compiles audience measurement and television

audience ratings in the United Kingdom. They were established in 1981 to
replace two previous systems that whereby ITV ratings compiled by JICTAR.
BARB delivers the UK’s television audience measurement currency by
researching companies like Ipsos MORI, Kantar Media and RSMB to collect data
that contain the viewing ratings of the UK’s 28 million TV and broadband-only
households. £7.5 billion is invested every year to make sure that the
production and distribution of programme and commercial content that is
guided and accounted for by their data. They have two techniques for finding
out their research the first being research covers five questions: Who is
watching?, What are they watching?, When are they watching?, Which screen
are they watching on? And How did the content get to the screen? The second
being two sources of data: People-based data: the BARB panel and the device-
based census data for online TV viewing. BARB is jointly owned and therefore
funded by the BBC, ITV, Channel 4, Channel 5, Sky and the Institute of
Practitioners in Advertising.
4. Audiences are key in Advertising
There are two types of audience a mass audience with is those who consume
the mainstream or popular films an example of this would be the Avengers and
a niche audience with is a small but select group of with a very unique interest
for example the movie Conjuring. Audience can be sorted into groups about
the movies or TV series they would be interested in based on their social
status. These groups are group A, group B, group C, group C2, group D and
group E. Group A would consist of high-class people and they would have a job
like a lawyer or doctor, group B would consist of teachers and management
positions, group C would have nurses or bank clerks, group C2 would be trade
jobs, group D would have any manual workers and group E would consist of
students and the retired. Advertising producers have a target audience of each
advert on a particular TV programme/ movie advertisement for different items
to sell depending on what group the members of the audience comes under
for example an advert on a new high tech car like a Tesla
https://youtu.be/laW8rtUEMyc.
This ad would be placed on an advertisement of a TV programme or a movie
that people under group A would watch compared to group E as the audience
member would typically be able to afford it more. Producers can also target
their ads to different audience members based on age, gender and race for
example a youth anti-wrinkle cream adverts are typically targeted to the older
generation of women.
Advertisements can also use emotional triggers (Joe Sugarman) to get the
audience to buy into the service or products. A producer would do this by
making sure the ad is a hard hitting for example MacMillan
https://youtu.be/MLpS97XA5VA.
This ad in particular is an emotional trigger as cancer is something that
everyone no matter what age, gender or race they can relate to it because
either themselves or a family member has gone through the experience. So,
the advertising producer plays on this and therefore uses the experience of
viewer along with some emotional background music to create a heart hitting
advert that will catch attention.

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ND Creative Media Production 2020-2021 Aoife Fullerton-Y2

UNIT 30: Advertisement Production for Television.

1 Know about the structures and techniques of television

Part 1 Gunn’s 12 Types of Adverts

Advertising Campaigns and adverts have different structures. The ‘Talking

Different types of TV advertisement, focus on different perspectives and

Part 3 Regulation in Television Advertising

Commercial e-mail and text messages, posters/billboards, Leaflets and

BARB is an organisation that compiles audience measurement and television

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