Advertising

Who is the target audience of both forms? 

• Remember that although the products you choose will be the same there may be a primary and secondary audience depending on the format – billboards for example have mass target audience (depending on positioning) while print adverts will be specifically targeting the reader of the magazine / newspaper…

• What is the Audience Appeal of both forms – how are audiences targeted? Audio visual adverts tend to have higher production values which are one appeal but think of as many ways as you can that the advert communicates with its audience. The sample Adidas television advert has an upbeat mode of address for example.

 This ad appeals to a wide range of audiences because the Wii is supposed to be for everyone, the younger audience would be attracted to this because it shows all the different games that is being advertised. They also use iconic celebrities to introduce them to what they are selling, using this technique will not only appeal to the male generation (the football community) but the female generation, because of the seemingly heart throb (Jamie Redknapp). Also to the older generation because Harry Redknapp is used to represent these people, meaning that anyone can use this type of device. 

This ad suggests that it would appeal to teenagers for the obvious reason, that it shows younger people using it, it could also appeal more to girls, because the ad uses the band JLS to perhaps get more viewings, which it probably does. 

What devices/ techniques, and technical and symbolic codes have been used to engage audience? 

• How do these techniques conventions differ in both audio-visual, online print format depending on the platform you choose?
• If audio-visual think about types of shot and framing, diegetic and non diegetic sound, editing, camerawork, CGI (if relevant) and all the elements of the mise-en-scene.
• If online think about if the advert is above the fold or below the fold, what type of advert it is – Pop Up, Banner, Skycraper, Button, Overlayz, Flash? Is it ‘grouped’ or ‘nested’ with other adverts or articles, is it near or in the Leader-board or near the Hero Shot?
• If a print advert think about juxtaposition, prominence and positioning, choice of subject, framing and type of shot again, colour palette, textual signifiers and lighting. 

This ad helps the audience to know about the product and what kind of things it does. The subjects in the ad are there to help the audience get to a conclusion of what the device does. The way that it is set out helps the audience understand what kind of scene this product can be played in, playing it in, probably the most comfortable place in the house, would appeal to most people. There seems to always be more than one person in the shot at one time, in each of these product ads, suggesting that this type of product can be played together, bring people closer together perhaps?

Analyse Genre and Narrative

• Advertising does always lend itself to a straightforward study of narrative but if it does what genre codes and conventions are apparent and why are they being used?
• In terms of narrative think about how a story is being constructed – more obvious with audio-visual advertising but just as apparent in other formats once broken down.
• Remember narrative structure – is there an obvious 3 act structure (beginning, middle and end), is it linear, single stranded and does it deliberately use narrative enigmas to tease the audience?

This type of ad tells a very straightforward story, starting with a group of people playing different games and seeing each one of them lose and win, each player is always smiling, telling the audience that this product will bring happiness; even if you lose. None of the people on screen talk to the camera or their audience, they act as if there isn't even a camera on them, emphasising the products importance, it has all their attention. This ad has more of a 3 act structure, having a begining, middle and end.