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Structure and techniques of television adverts. Structure and techniques of television adverts. Structure. Structure. Anti-realist: An advert that is not true to life. For example; The Cadbury advert with the gorilla.

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structure and techniques of television adverts
Structure and techniques of television adverts

Structure and techniques of television adverts



  • Anti-realist: An advert that is not true to life.For example; The Cadbury advert with the gorilla.
  • Realist: An advert that is true to life and that gives factual information.For example; Smoking adverts
  • Animation: An animated advert.For example; The British Gas adverts
  • Documentary: An advert showing facts about the world.For example; Poverty adverts
  • Humour: An advert that makes you laugh.

In terms of structure and techniques, our advert falls into the following criteria;

  • HUMOURUS: Our advert falls into this because we wanted our ad to be memorable, because of this we included things such as Oscar being hit in the face with the bag of Doritos & the spaceman scene towards the end of the advert.
  • Anti-realist: Our advert falls into this because we had whip pans showing the bag travelling from people in one walk of life such as a business man to someone from another walk of life. Of course, this is not physically possible because you cannot transfer a bag of crisps from a canteen to an office by only moving your arm.
  • Dramatic: Our advert falls into this because we have really over dramatised the idea of sharing by emphasisng on the the types of people that would eat Doritos, i.e. Spacemen.
  • Hidden Messages: Our advert falls into this because throughout the whole advert you see the bag of Doritos, in the hope that by the end of the advert, the audience will have seen Doritos so much that they will want to buy them.

Audience Classification

The advert we have made is targeted at the working class, people who have to work and would do food shopping.The Psychographic profile groups are as follows:

  • MAINSTREAMER, SEEKS SECURITY: Tend to be domestic, conformist, conventional and sentimental – favour value for money family brands. Nearly always the largest group.
  • ASPIRER, SEEKS STATUS: Materialistic, acquisitive, orientated to image and appearance, persona and fashion. Attractive packaging more important than contents. Typically younger people, clerical and sales jobs.
  • SUCCEEDER, SEEKS CONTROL: Strong goals, confidence, work ethic, and organisation. Supports stability. Brand choice based on self-reward, and quality. Typically higher management and professionals. 
  • RESIGNED, SEEKS SURVIVAL: Rigid and authoritarian values. Interested in the past and tradition. Brand choice stresses safety, familiarity and economy. Typically older people. 
  • EXPLORER, SEEKS DISCOVERY: Energy, individualism and experience. Values difference and adventure. Brand choice highlights satisfaction, and instant effect. The first to try new brands. Younger demographic – students. 
  • STRUGGLER, SEEKS ESCAPE: Alienated and disorganised. Few resources beyond physical skills. Brand choice involves impact and sensation. Buys alcohol, junk food, lottery tickets. D and E demographic. 
  • REFORMER, SEEKS ENLIGHTENMENT: Freedom of restrictions and personal growth. Social awareness and independent judgement. Anti-materialistic but aware of good taste. Has attended higher education and selects products for quality.

In regard to psychographic profile groups, my target audience would be ‘MAINSTREAMERS SEEK SECURITY’, ‘EXPLORERS SEEKS DISCOVERY’ & ‘STRUGGLERS SEEKS ESCAPE’.

‘MAINSTREAMER, SEEKS SECURITY’ because Doritos are a family product, they are aimed at everyone from all walks of life, even children so they will therefore appeal to the masses. 

‘EXPLORER, SEEKS DISCOVERY’ because in regard to product advertising, for a while their adverts have been quite exciting. They tend to do adverts with a lot of humour and they like to include action, this can include stunts like a man jumping into a window or things along those kinds of lines.

‘STRUGGLER, SEEKS ESCAPE’ because when looking at the product from a health point of view you have to consider that this product isn’t really that healthy and would probably fall under the junk food category and so this would mean that it would appeal to people who would fall under this specific profile group.

In regard to a demographic profile our product advert would mainly be targeted at working class males aged between 18-40 but also women too. You can also refer to this as people who would fall under the C1, C2, D and E social grade.



  • Doritos are one of the most memorable and recognizable tortilla chip brands around the globe.
  • They have a unique texture to them, which includes an expensive ingredient named Romano cheese – this is something other tortillas do not have. Doritos come in many different flavours, some of which include; 'Cool Original', 'Chilli Heatwave' and the most famous, 'Nacho Cheese'. They can be enjoyed by a variety of different people.
  • In our advert, we wanted to make sure that the Doritos were not consumed during the morning hours, because this is not the type of thing we want to encourage. Doritos can be enjoyed by everyone where ever they are. They could be a lunchtime snack, a midnight treat or even something to enjoy in front of the telly.
  • The company Frito Lays wants Doritos to be affordable for everyone in the social grade of 'C' and above. Doritos are crafted to the highest of quality at such an affordable price, with the extra, uniquely powdery cheese, they are something no one will forget that easily – this is the advantage Doritos have over other crisp-based competitors.


When working on an advert and planning it, it is important to consider the regulations set by the ASA so that any messages, hidden or not are acceptable to show to the general public and especially if the advert is aired before the watershed.

First of all our advert is on fairly safe grounds, because It has a very simple theme involving sharing, and we knew that the theme was a safe one with no concerns, but it is not always this way. Often documentary style or humorous adverts with hidden themes have to reconsider ideas due to the ASA because they would cause offense to viewers. Companies have to think a lot before they release any advert anyway because if the advert is taken down for breaking the codes, it will cost a lot to remake and air again.

Graphical adverts can sometimes be taken down for being over graphic, such as anti smoking adverts or anti drinking adverts. As much as those types of adverts must be graphic to scare people, they cannot be horrifically 18+ scary. Especially before the watershed, when children are watching television as well as over 18s.


Audience Information

Using research on BARB we have determined that for our Doritos advert we need to advertise on a selection of channels all roughly after the watershed. The specificity of the channels is determined by the target audience (of which ours is 16 to 25s)

Channel4, channel 5, 5 USA, Dave, E4, Film4, Pick TV, Really, Sky Living; These channels have been picked partly because of the style of the programs they air, (comedy programs and programs aimed at 16 to 25s) this means that the audience is going to be captured easily by the advert.

The psychographics are also very important when making an advert because they come before choosing anything audience related, to help aim the advert better. Obviously our advert is aimed at 16 to 25s but our psychographic will help us determine WHICH 16 to 25s we want.

-likes listening to music when out and about

-work weekdays/part time

-loves watching TV and films

-listens to the radio

-love going to the cinema

-love gaming

-buys magazines

So as you can see psychographics are a good way to find out what the average Doritos buyer will be doing on a day to day basis in their lives and what they enjoy doing in their spare time, these can be achieved through surveys, which can be created on to gather information on clients, which is something we did before our advert was made, in order for us to determine the best profiles for our potential clients, using statistics and percentages.

Daily reach of viewers for the chosen channels




  • Doritos don't use any celebrities for any of their adverts, but sometimes, celebrities are used in all sorts of advertisement to give the impression that they use the product/s and you should to. This connects the audience with the company, because there will be many fans out there who buy products that other celebrities purchase. This is commonly known as celebrity endorsement.
  • Adverts like 'The Doritos Fashionista' ( have overt messages. These types of messages are one you don't necessarily get until the end of the advert. In this advert, there is a girl who wants to play fairy princesses with her Dad – just as he is heading off to his rugby game with his friends. He ends up playing fairies with his daughter because she bribes him with a bag of Doritos. Soon, all of his friends come inside and start happily playing fairies with their friend's daughter for a bag of Doritos each. The overt message behind this is that Doritos are too irresistible to just leave there – people love them so much that they will do anything for them!
  • Hidden messages are most commonly used in both election and smoking adverts. These types of adverts are planned out extremely cleverly as the people want to try and tell you something without saying it. In the typical British smoking advert, there is a person smoking in a natural place where their child would be (in a car or house) and we, the audience, are able toZ see the smoke and the damage it does to the children. Without saying “Quit Smoking!”, the advert gives the audience information to feed on – making smokers want to give up because they don't want to harm their children from their smoking. Political party adverts work in the same way because they want you to think about what they've said. The type of things they say get audiences more interested by saying things they want to hear.
  • There are many examples of emotional adverts in charity. For homeless people, they don't always get a daily meal – charity adverts capture the hearts of their audiences at mealtimes, because it gets people thinking about how fortunate they are and that they want to help those who are less fortunate than themselves. These types of adverts always have a phone number on the screens because they want you to send them money as soon as possible.