Television Advertisements


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Television Advertisements

Statistics tells us that the average person sees about 150 000
television adverts before they have reached the age of 35. Television
adverts have been very successful for their ability to impose both
visual and auditory effects. They are known for their humour, pity and
for their power of persuasion. The potential for advertising through
the medium of television was swiftly recognised and a multi-million
pound industry was generated.

I have chosen the 'More Th>n Insurance' advert because it is
interesting in terms of its simplicity and lack of sophistication, yet
its immediate appeal is also interesting. The advert begins with three
football fans sitting on the couch, in the lounge, staring blankly at
an empty space in the cabinet, where the television should be. Two
delivery men come in, put the television in place, plug it in and
leave. A football match appears on the television and someone scores,
the dog then starts to jump up and down in joy.

This advert was shown on Mondays before 'Sons and Lovers', as this was
near the time when some form of football was generally shown. This
particular advert is one of a series about the firm which all feature
'Lucky the dog'. The advert takes a simple two part structure which
follow-on to the other; before and after the television and delivery
men come. In the first part, the moods of the father, son and the dog
are depression and boredom. In the second part, their moods change to
contented (and in the case of the dog, very happy and excited). The
humour employed in this advert is when the dogs leaps around with his
football shirt over his head when his team scores. The static location
is an ordinary family lounge. The use of natural daylight makes a
natural colour set, with a cheerful light green colour. The voiceover
begins when the delivery men enter the scene. It is the voice of a
male who has an RP (Received Pronunciation) accent. This is very
effective: it has authority and is universally understood.

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The advert
appeals to homeowners and appeals to financial and security related
aspirations. The effects that have been produced with the camera
angles seem to be very effective. In the first part, there is silence
at the beginning the as the camera zooms into the empty space and the
clock the ticking noise of the clock can be heard, and at every tick
the camera pans to the football fans different faces to show their
perspective. After each tick it crescendos, then it shows them all
sitting in a line looking at the same object. In the second part, just
as the delivery men enter the room, some happy, soft, flowing music
starts to play in the background.

The advert is very well structured and uses good effects, but it
wouldn't convince me to buy their product: the lack of description and
text doesn't make this advert as appealing to some.

The Capital One advert begins with two ordinary looking men coming out
of a shop after doing their Christmas shopping. They begin to talk
about credit cards and bills and we find out that one is with Capital
One and the other isn't: he's too lazy to change accounts and thinks
about the hassle. We can see a large snowball rolling down the
mountain behind them heading straight for them. Everyone except the
two men have seen the snowball and are running around screaming.
Suddenly the snowball rolls over the man who isn't with Capital One.
The narrative just involves a little amount of dialogue between the
two men about credit cards, bills, bad credit ratings, and high bank
balances.

This advert was shown on Mondays before 'Sons and Lovers', but this
advert can be shown any time because it applies to many people. This
particular advert is one of a series about the firm. The advert takes
a simple 1 part structure which follows-on to the voiceover and print.
The moods of the men are cheerful; the one who isn't with Capital One
has a slight hint of fear in his voice. The humour employed is visual
and a case of dramatic irony, as we can all see the big snowball
coming but the men have no idea of the coming danger. The (somewhat)
static location is near the shop in a snowy town, with mountains in
the background. The dominant colour is white which shines naturally in
the daylight whereas the previous advert uses neutral colours. The
voiceover begins after the man is rolled over by the big snowball. It
is the voice of a male who has an RP (Received Pronunciation) accent.
This is very effective as it has authority, is universally understood
and has a reassuring hint to it. Throughout the voiceover, there is
print on the screen which shows the many benefits of being a Capital
One member. The advert appeals to credit card users, those who might
have high bank balances and bad credit ratings. It appeals to
aspirations of debt related fear, such as debt will catch up with you.
The camera pans from side to side to frontal angles, always focusing
on the two men, but big enough to see what's happening in the
background.

This advert isn't as well structured as the other one and seems a
little too short. The most off-putting aspect of the advert to me is
the poor sense of humour, as most people remember adverts because of
the humour implied (such as the Tango advert). There is poor narrative
which doesn't appeal to many. The advert doesn't provide much
information on the product and lacks distinction.

The adverts can be related but don't immediately look as though they
should be used similarly, as this one is for credit card owners and
the other is for homeowners, but both are for people in bad money
related problems. The voiceovers came near the end of both adverts and
have the same tone and accent: male with an RP accent and a tone of
authority. They both are shown at similar times. There is similar
visual humour implied in both of the adverts. The two characters make
quite a bit of conversation in this one but in the other they speak
scarcely. Both have follow-on structures, but it is more distinct in
the first advert shown. The moods used are total opposites, boredom
and depression in the first, and cheerful and happy in the second.
They both have static locations, but this one is outdoors with white
as the dominant colour, and the other is indoors, using very neutral
colours such as light green. Both seem cheerful and use natural
daylight. Neither is fast moving, and progress steadily from scene to
scene.

In the first advert, the camera focuses on each character individually
and then items like the clock and television space and pans across, in
the second advert the camera pans across focusing mainly on the two
men and uses frontal and side views to shows the scenery and what is
happening in the background. There is print on both adverts, but
significantly more on the Capital One advert, they print comes at the
end of both adverts after or during the voiceover in both cases. There
is music only in the More Than advert, which comes when things start
to get better i.e. the delivery men deliver the new television. The
music is uplifting and cheerful. In contrast to this, there is no
music in the other advert at all. The auditory effects of the More
Than advert are interesting as it uses a clock and with every tick the
camera pans from face to face as it gets faster and faster. The
auditory effects of the Capital One advert are limited to a rumbling
and crunching sound as the huge snowball rolls across the soft and
flaky snow through the village. They are both similar in type, as they
are both one of a series about each of the different firms.

Although television advertising had been around for many years in the
USA, the very first television advert in Great Britain was only
broadcast in 1955, advertising the sensational Gibbs SR toothpaste.


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