I researched this topic to more fully understand conventions of TV commercials while also giving me potential ideas and genre hybridity for my own adverts.
Sources used were;
Youtube Playlist
Channel 4
First I researched and analysed 11 adverts from different advertising genres to find conventions for different genres. The categories were Modern, Humorous, Pastiche, Controversial, Seductive and Public Service Announcement. This helped me to get a better grasp on different types of advertising, helping to shape the genre of my own advert.
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| Humour |
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| Controversial |
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| Seductive |
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| PSA |
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| Modern |
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| Pastiche |
Adverts are usually fast-paced, concise, single minded with a simple message usually because they have limited time to deliver the message. They usually have a quick pace of edit; varied camera shots; engaging soundtrack, sound effects, voice over and dialogue; they adhere the ASA Code; often use emotion or humour to create memorability and deliver information to the consumer and a way to purchase or call to action towards the advert.
The Oreo Whisper Challenge was an advert made in 2014 and was premiered in the Superbowl commercial break.
There are conventional techniques of product placement and images of the product and there is a close-up on the food. The advert is set in a library, which is a relatable setting for all ages, appealing to different target audiences and the mass market. There is an animated title card at the end of the advert with the branding and product. Camera shots vary, with ranging close-ups, long and mid-shots for interest and for comedic effect. The editing follows the action across the screen, it is chronological with a match-on-action at times and it is all fast paced to create chaos and humour. There is dialogue and there are sound effects to help tell the story effectively and a voiceover is added at the end to resolve the advert and reinforce the message of the advert and the brand name and aim. It adheres to the ASA code as there are opinions voiced but both sides of the argument are shown so there is no false or misleading claim of one part of the cookie being better than the other, also the slapstick is comedic and is obviously unrealistic and no real damage is inflicted. It is memorable as it's funny and makes the audience laugh and therefore more likely to remember and share it. It may have intertextuality with many action or fight scenes in movies and TV shows, especially in the mystery and teen drama genres.
The Adventures In Imagination - M&S Food was an advert made in 2014 for the Autumn food season.
The conventional techniques are focusing on the product throughout, helping to keep it at the centre of attention and convey a clear message. The location is against a dark background with no set location, allowing this to appeal to the mass market. This background also makes the food pop out and remain the centre of attention and only action in frame. The brand values shown in this advert are that the food is delicious luxury and a good quality and the food speaks for itself with no gimmicks, or explanation needed. There is minimal on-screen text apart from the title at the beginning and the brand name on the title card at the end. The camera shots are varied in different angles of the food however the food remains the centre of attention and close-up shots are used throughout to focus on the product. The editing is fast-paced yet broken up through either speeding or slowing a shot to change the tempo and create variation. It is also edited to the music. There is no dialogue, but there are sound effects of the food along with a non-diegetic soundtrack. This advert is targeted at a wealthier middle-class audience who care about quality and aesthetic over price and convenience. It adheres to the ASA code by showing a balanced diet and showing a range of healthy products. This advert doesn't use any intertextual references but may have genre hybridity with the Apple iPhone adverts which show the phone against a black background with no gimmicks and only non-diegetic music, similar to this.
This research was beneficial to my project as it showed me general conventions of TV adverts and different styles and genres of commercials. It also allowed me to look at these in detail and pick apart the components of each advert, inspiring me and giving me ideas for my own adverts. It also helped to give me some potential intertextuality and genre hybridity for my own adverts and I will take this research forward into the planning stage.
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