Structures

The main reason that adverts are produced is so that they can sell. They do this by using different forms. They also have to make sure that the advert relates to people all around the world. They also have to think about finding something that links to the people, they can do this by using the basic human needs.
 A lot of the time they also like to include stereotypes for example like a woman in the kitchen.
Forms

Forms are the different ways that adverts are put together and angled. There are many different ways that an advert can be formed. They include being realist, Anti-realist, animation, documentary, talking heads, stand alone and series.

Realist-
A realist advert that shows that the content in it can actually exist. It is seen as something that can happen in any real life situation. For example it could have children that are covered in chocolate because every parent can relate to it.

The advert above is a realist advert because every family can relate to children taking things a person has said to them and taking it to the extreme. In this advert we see the little girls asking questions , which is also real because she looks about five or six and this is where they start to get intreged by stuff. The advert also uses stereotypes, we see this by the mum being in the kitchen dining area and the dad relaxing (sleeping) in the living area.The only thing is that unlike other adverts that end in a product shot this advert leaves us with a positive message 'Love'.

Anti-realist -
An anti realist is exactly the opposite to a realist advert. It contains features that are completely unbelievable. They usually have some animation or talking animals.  A lot of the time anti-realist adverts contain humour. This also makes the advert able to connect with the audience even though a lot of the time they can not relate.

The advert above is an anti-realistic advert. This advert is obviously unbelievable as m&ms wouldn't live in your cupboard and decide to throw food at you. At the beginning of the advert it looks like a realistic advert but when the gentleman opens the cupboard we see that it is actually anti-realistic. This advert contains humour and animation which is the main characteristics of an anti-realistic advert. In a way this advert closes with a product shot because at the end the m&m is in the bowl however just before it we see a product shot the the m&m logo then the different packets under neath it.This advert can also fit into the animation structure of adverts.

Animation-
The best part of using animation in an advert is that it can look exactly how the creator wants it to look. It is also a lot cheaper so advertising companies like to use it a lot more. For the company if they use animation it uses a lot more creative freedom, so they are able to do a lot more in 30 seconds then they would using live action. Animation also makes it a good link to the audience but most of all its quite good when the company wants to bring the attention of children to the product they are advertising.

The advert above is obviously a animation advert. This advert is obviously trying to get the kids attention as it uses bright colours and well known animated characters. It has a basic storyline that children will be able to follow and understand. This advert was created to get the kids attention so they would beg the parents to get coco pops coco copters. The advert is 20 seconds long this is so it can keep the children's attention so they don't get distracted. This advert also finishes with a product shot with a blue background (simple) so they can get the full attention on the product and nothing else.

Documentary-
A documentary is known for being a factual television program so when it applies to an advert it means a factual advert. A documentary advert is Real! Everything they show you actually happened and its not made up. The audience is known as a bare witness as again everything they see is true. However to say its all true they can manipulate it so the audience can relate. Every fact they show you will be real as they use it as a way of persuading the viewer

A lot of the time documentary advert are things like 'Sign up for the army ' however this is classed as a documentary advert because it is quite factual and tells you the truth. It tells you what the product contains and it even makes sure that on the bottom that you should talk to the doctor if the problems consist. Like all adverts however this advert ends in a product shot of not just the one that they are advertising but the other type of medicines that the company makes. The back ground is dark so then the product actually stands out with the colours on its packaging so then the viewer can remember it better and in more detail.

Talking heads-
Talking head adverts usually rely on close ups because then the audience feels like they are more connected to the 'actor'. They use close ups as it adds more emotion to what the 'actor' is actually saying. For talking heads they can be one or multiple people depending on the topic that is being shown. Many charities use it so that people feel guilty and start giving them money as it works better then just going up to someone and asking for money for this particular charity.

We can see that this is an example of talking heads because the advert focuses more on the people talking then anything else. Unlike most talking head adverts however this advert uses mid-shots and not close ups. Talking head adverts also try and use everyday people that we see in the streets so the audience connects with them and start to think if they can have them why cant I . The difference with talking head adverts is that they usually don't end with a product shot unlike other adverts and this advert unlike others is a lot longer then the recommended 30's. This could be because around 30 seconds they change person, this could be so it keeps it interesting and gives the impression that a lot of people use it.


Stand alone-
A stand alone advert is an advert that is not connected in a series or is not connected to any previous adverts. Stand alone adverts only appear once. They can tell a story  but they have to conclude at the end. For it to be a stand alone advert the viewer can watch the advert for the first time with no previous knowledge and they still get the story line. An example of a major stand alone adverts are the John Lewis as they are now linked to Christmas and they don't have story lines to the previous adverts linked to them.

This is a stand alone advert as you don't need any prior knowledge to understand it. It also hasn't had any spin offs so it was a one time thing. Like all adverts this advert does end in a product shot so we do know what they are advertising not just randomly showing up to a party to sing, we can see that there for Doritos. This advert also sticks in the viewers head as it uses a well known song "don't you want me baby". This song sticks in the viewers heads so when they go shopping they think of the advert and pick up a bag of Doritos.

Series-
A series advert is most recognisable of all adverts. It is an advert that is linked to many other advert and they all tell a story over a long period of time. They always have familiar characters or faces so you can recognise them straight away. However they do keep the viewers in mind when creating them. They make sure that what ever is in the advert will be stuck inside the mind of the viewers

The Argos aliens are a series advert because there is quite a few of them as each time they are facing a range of different scenarios. It contains loveable characters that people will easily recognise and remember. It keeps the viewers in mind as we all know there aliens but some how we can relate to the different scenarios they get them selves in. For example in this advert the day says "they don't make them like they use to" and that is probably a quote that people say all the time so when people watch it they recognise it, as it relates to someone they know.

Style

Humour-
A humourous advert uses humour as a tool to put the audience at ease. They use humour to the audience can remember the advert and decide to talk about it too the their friends and maybe work colleagues. The product that they are advertising are usually serious. A lot of different companies use humour adverts to generate interest with in the audience because as people we connect with humour then anything else. If they use humour it ties into the target audience so again they tell their friends and tell everyone the joke.

Humour adverts are hard to find as what is funny to some people might not be funny to others , so companies have to be careful to what they do in a 'humorous' advert. I believe this is a humorous advert as it connects to the target audience as their target audience are everyday people. Everyday people can relate to the kid singing as they either imagine their family doing it or them themselves. It also includes a well known song so people get the advert even more stuck in their head.

sureal-
sureal adverts are very similar to anti-realist ,however they have bit of a dark side and a weird slant. This does make them more memorable , however they still have to make sure its okay to be able to show on television.

I believe that this could be classed as a sureal advert as when your watching it you know its not real and that they are actors however to the public in it , it is all real to them. We can see in the advert that the public are made to make a decision so they have no idea what is going on.

Dramatic-
Dramatic adverts make what ever they are selling more serious. All of dramatic adverts have narrative this is so they can create an interest with the customer. A lot of the time they are edited with a blue filter/tone. They use different camera angles to also add to the effect. A lot of the time it is used to sell dry products such as cleaning products.

Dramatic adverts that work are hard to find. Its hard to make something dramatic is such a short time without it being funny. This however, is a good example of a dramatic advert. This advert makes is seem like the mother is in prison and the daughter is visiting her. We can see that this is covered with a blue filter to make it seem more dark and dramatic. Like most dramatic adverts this is advertising a dry product in this case it is a cleaning product.

Parodic-
Parodic is making a reference that the audience can associate with. For it to be a good parodic advert it needs to be parodying something that the public are awere of. Make sure it links to the target audience, so it will persuade them to buy it.

i beleive this is an pardoic advert as it is a parody of all of big fighting movies. The tune in which they are singing is also well known as the song that brings drama. This is also a good advert as it is easily recognisable and memorable. This is a good parodic advert as the public are very awere of what they are trying to hint at.

Codes and conventions

Camera angles-
High camera angles means that the camera is looking down. It is used to show that the audience is above someone , which also symbolizes dominance.When seeing a low camera angle its means the exact opposite the person on the camera has the most dominance. They do this in a lot of adverts like injury lawyers for you.

This advert uses a lot of camera angles. Mostly the camera is looking up at the man. This gives the gentleman dominance and makes the audience look up to him. Camera angles that look up to the person on the screen are mostly used in cases like lawyer adverts to make the viewer feel like they need the help of the lawyer.

Iconography-
An icon can  be a symbol. A lot of the time these symbols are connected or linked to a character that is easily recognized. This technique is popular when trying to appeal to children. Consumers buy products based of their logo and symbols.The best bit about using symbols  is that it sells too all ages.

This advert brings the attention of both children and adults. It brings the attention of children because of Tony the tiger which is the Frosties mascot. It then brings the adults in as it starts to tell what frosties can do for the child if they eat them. In this case it can help with swimming lessons. This is good because when in the store the children will go straight to the frosties with the tiger on them instead of the cheaper brand. In a way this then makes the parents get the cereal as its what the child wants.

Editing and lighting-
A lot of companies use editing and lighting to make the advert more exciting. This makes the advert exciting so the viewer keeps interested. Lighting can also make the advert more dramatic if the company wants. Companies can also use light to change the time of day that they want. When they edit they can make it has fast or slow they want it. For example if the editing is slow it normally means that the advert is calm.Sometimes with the editing they only let you see a glimpse of the product, so it means you want to see it and have it more.

 This obviously uses editing. The advert starts off quite calm and relaxed. however it then starts to get more and more faster. You never see the product at all throughout the advert. This makes the viewer very curious about what they are showing. This makes the audience want the product with out even realizing it. But like most adverts it ends with a product shot which puts the viewer at rest.

Sound and music-
Sound and music can show representing thoughts. Using music and sound can make sure your advert can appeal to more of the audience, this means it can appeal to Men, Women and Children. The music and sound can make the audience relate to what is going on. When using music it can make it symbolize that the company and the product is open to all.

This advert is a brilliant example of an advert that is based around popular music. This appeals to all genders and ages and it does not try and appeal to a particular target audience but to all of them. It shows that anybody can have the product that they are trying to sell. The cat and the budgie can represent all walks of life showing that anybody can come together to use the product.

Computer graphics/SFX-
 These are cheap to produce of there is no limit on what they can do as they are not constricted to a particular place. A lot of the time these types of adverts play on humor .When using animation./ computer graphics they can give the advert that little extra. That little extra can make it stand out from the crowd.

This advertisement uses SFX. This advert can do a lot more then what they would be able to do if they would have done it with live action people. We can see that in real life they would not be able to ride the pigs etc. However, in this they can. In this advert they also make references to famous people.