Unit 30 Notes

Overt (obvious) messages,
catchy songs/music to relate to brand name.
promotional message

Hidden messages
many of us hate adverts, to keep interest many promotional messages are often hidden behind more entertaining content.
- no clear product/service
- brand only appears at end
- use of humour



Hidden message advertisement - http://www.youtube.com/watch?v=LqB6uM2hRpo
This advert gives a funny story of a monkey retrieving a stolen car, the adverts message is hidden until the end of the video which is revealed as a car sales company. Claiming there message is they sell good cars.

Overt advertisement - http://www.youtube.com/watch?v=koAGOyJ28dM
The whole video highlighting the demand for a certain flavour of taco and reveals they have released one. There is no hidden message, the product is clear.


Techniques - emotional responses

- The advertisers want us to respond to adverts emotionally because emotions affect our judgements and decisions.
- Their aim is to get us to feel positive,humorous,excited or occasionally sad or scared.

Characteristics
- lifestyle
- better than others
- benefits
- usp (unique selling point)
- brand culture

Techniques
- overt (obvious message)
- hidden
- emotional responses

Structures
- Form (narrative,animation,documentary,talking heads,stand alone,series)
- Style (humorous,surreal,dramatic,parody,story)


Two adverts with different characteristics -


Advert 1 - http://www.youtube.com/watch?v=R55e-uHQna0

This advert has a hidden message and does not reveal what the advertisement is selling until the end of the video, the ad also has a reference to star wars including the darth vader costume on a child. This may attract viewers eye's who are fans or recognise the star wars brand. This is the advertisements unique selling point.

Advert 2 - http://www.youtube.com/watch?v=dABoLDOArMA

This ad has an overt message, you can see the burger in numerous clips and it is clear the advertisement is selling a meal. Although this has a different selling point, the first unique selling point may be the fact the characters are playing american football which would attract the eye of fans. Also the other usp is the fact a woman is eating the burger, and is dressed a certain way. Attracting all men as they typically love sports and women and burgers.

The orangina advert uses the form of narrative. We know this because of the setting. Two characters are playing a beach game. There was also a satellite prop travelling towards earth which proves the narrative form. One character is in a bear costume which shows theres also animation. The style of the orangina advert is humorous and surreal. This is shown through the bear character playing sports and drinking orangina, also a space shuttle crashes into the beach to show the surreal style. The characteristics used in the orangina advert are lifestyle&brand. We know this because the humorous costume,setting and narrative make the brand seem fun. Therefore shows us a lifestyle we can buy into.  The techniques used in the orangina advert are hidden,overt and emotional responses (laughing at bear costume&props) We know this because the first setting is an interior of a Russian satellite which is not normally shown within a drink advert. We know the advert was also overt because of the prop of the product and the humorous responses due to the high angle of satellite prop crashing into the character. USE THIS STRUCTURE WHEN DOING ASSIGNMENT.