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Advertisement Production for TV. Introduction. What is the purpose and impact of advertising products for television . Purpose .
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What is the purpose and impact of advertising products for television
Purpose The main purpose of advertising is to inform people about new products and services offered by an organization, persuade people to buy these products or make use of the services offered. The main reason for Tv advertising is to make a profit and to cover the costs of shows being aired and Tv has now been noticed for being a success for companies to promote their products and raise awareness.
Impact • Despite the growing strength of social networks, television advertising is still the most influential medium in people’s purchase decisions. A report from the Television Bureau of Advertising and Knowledge Networks Inc. reveals that 37 percent of television viewers make purchase decisions after watching advertisements on television compared to 7 percent for social networks. Impact and persuasion are two factors for a successful TV commercial that arouses viewer interest immediately and remains memorable. Television advertisements demonstrate their influence in a variety of ways. • Gender Identity Television advertisements influence gender differences between male and females. For example, the frequent use of male voices in voice-overs conveys the notion that males are more credible and authoritative than females. Television advertising influences the impression role-appropriate behaviors for both genders, affecting the popular perception of what makes a successful male or female. For instance, commercials about cosmetics further the notion that women’s responsibility is to remain attractive forever.
Impact Continued • Children Television nurtures in children a desire to have freedom of choice, which is important in making purchase decisions independently of their parents. Advertisers find them easy to influence into spending money on the advertised product. Some children become so obsessed with products they see on TV ads that they pester their parents to get the products for them. TV commercials further expose the young ones to a dollar’s power and teaches them that they can acquire anything with the right price. • Voter Decisions Political ads on TV can influence voter decisions. Using TV to promote a political campaign helps to avoid selective exposure and gains the attention of 70 percent of voters. People who have little information about a political candidate or are not interested in a political campaign often change their attitude toward candidates after viewing their advertisements. Political commercials also influence the way voters evaluate a candidate. • Social Influence Television advertising promotes the notion that buying products equals happiness. It nurtures a consumer culture that encourages people to buy new products as a way to conform to the society’s goals, values and pleasures. Advertisements also create public awareness about important issues such as diseases, charitable causes or environmental degradation. For example, health agencies can use TV for health advertisements focusing on Alzheimer’s disease. NGOs or social organizations use commercials to attract volunteers for a charitable activity to better the welfare of others in the society.
To make an advertisement, codes and conventions come into play which includes:
Camera Angles The camera angle marks the specific location at which the movie camera or video camera is placed to take a shot. Camera angles are used to position the viewer so that they can understand the relationship between the characters. There are different types of camera angles which are: High angle, Low angle, slanted angle, eye level angle, point of view.
High angle This angle looks down on someone, it makes the person or object small and insignificant. This is used in a TV drama when they want to know someone has more power than someone else.
Low angle This angle looks up on something or someone making it look bigger than it really is. It is the opposite of a high angle. It is commonly used in TV shows when they want someone to look powerful.
Slanted angle • A slanted angle shows an object or someone from an unnatural point of view. It can be used in a drama to show things only the audience can see
Eye level angle • An eye level angle shows the object of the picture looking directly at you, this shows that he or she has the same amount of power as you. However in some magazines it is used to show sexual tension when it is used with models.
Point of view This shows the view point of an actor. You can usually see actors feet or hands in the shot so that you know straight away what sort of shot it is. It is sometimes used in films to show someone's eyesight as blurry, if they are becoming uncurious.
Camera shots Camera shots are used to demonstrate different aspects of setting, themes and characters. There are different types of camera shots which are: Aerial shot, close up shot, Long shot, medium shot, wide shot, two shot, over the shoulder
Aerial shot A vie from above, it could be a place or a scene for a movie. It shows everything that is happening from a bird eye view. It shows the audience everything that Is happening at once. A crane shot is used to achieve this type ofshot.
Close up shot Close up shots are used to show an object in such detail that it blurs the background around the image. However it can also be used in a drama or film to get close to the actors so that the audience feel almost involved in what is happening.
Longshot This shot is an establishing shot, it shows a whole setting. It could be used to show a full scene or an actors full body.
Medium shot A medium shot is usually from the targets head down to his or her torso. This is to show the targets body as well as their face. This type of shot is often used in magazines.
Wide shot This shot is commonly used to show a target and a large setting behind them. The main point of this shot is to try to see the setting more than the target. Moreover it is also used to see large distances.
Two shot A two shot is mostly used in TV dramas where it shows friends side by side. However it can also be used to show relationships. The main purpose of this shot is for the audience to see what sort of relationship the characters have between them.
Over the shoulder shot Taken from behind a subject to see someone used in dramas to show someone's facial expression. It is more commonly used for when two people are having a conversation.
Editing Editing is the process of selecting and preparing written, visual, audible, and film media used to convey information. The editing process can involve correction, condensation, organization, and many other modifications performed with an intention of producing a correct, consistent, accurate and complete work.
Sound Sound can help create meaning by: Enhancing the audiences emotional experience/ providing emotional focus. Underlining psychological refinements- the unspoken thoughts of a character, or the unseen implications of a situation. Identifying characters/character types (e.g. good vs evil in Star Wars)
Lighting KEY- The key light is one of the most important lights that a cameraman uses. It's main function to highlight the main object. It is usually included within a 3-point setup, which also includes a back light and one more light to focus on the subject. FILL- The fill light is also used in a 3-point setup, and it's purpose is to lessen contrast and shadows around the subject, by being placed at a different angle to the main key light. It is usually softer than the key light. BACK- The light is placed behind the subject to illuminate it, creating a sillouette effect, or to create separation of the subject and background, or to create depth between characters of objects HIGH KEY- High key lighting reduces the amount of contrast because of the such strong lighting. This creates a happy, joyfull impression in the picture or film. RIM- This is similar to the back light, however it is placed directly behind the subject and is quite strong. CHIAROSCURO- means there is a high contrast between light and dark in the picture. It is used to create depth and volume
Mis-En-Scene Mis en scene is the arrangement of the scenery, props, etc. on the stage of a theatrical production or on the set of a film. Costume, lighting and colour, acting and proxemics, make up and hair, props, setting
Narrative Realistic narrative This type of advertising structure focuses on everyday thoughts and concerns of society. It shows the portrayal of realistic events. Real-life problems are addressed with the product solving the problem. Anti-realistic narrative Anit-realist adverts are intentionally unrealistic, this is often done to create a comedic effect. Made up unrealistic situations, the advert is surreal, dream like or humorous.
Animation Animation adverts include cartoons in either the whole advert or just a section of it. These adverts are also usually humorous and are not always targeted at the younger audience.
Documentary A documentary style advert is a style of advertising which is informative to the audience.
Talking heads • Talking Heads adverts consist of somebody talking to the camera as if the person In the advert is personally addressing the audience. These types of adverts usually feature close-ups or mid-shots of the person addressing the viewer.
Stand alone/series STAND ALONE ADVERTS These types of advertisements are one-offs. This means that the company only makes one of them and does not carry it on through another advert. These are common as most companies do not feel the need to make more adverts which carry on a story. SERIES A series advert is an advertisement that continues through a range of adverts. The audience like these kinds of adverts as they keep them interested and sine they may end with cliffhangers, they may wait for the next ad to be released.
Hidden and overt messages Hidden Messaging is the technique of leaving a subliminal message in your advert that not every member of the audience will necessarily pick up on. The most common reason for subliminal messaging is that the firm is trying to use foul play to sell you something that you might not necessarily need, or lie about their product in order to convince you to buy it. A firm often accused of subliminal messaging is Coca-Cola who in many of their adverts particularly their well known Christmas ones use hidden messages to make it seem as though drinking Coca-Cola will improve your life when it is common knowledge Coke is very damaging for your health even in small quantities. Because of this subliminal messaging is very closely monitored and if an advertisement is found to be convicted of subliminal messaging they may receive a punishment. • This advert by Coca-Cola is one accused of using subliminal messaging. The supposed subliminal messages are the suggestion that in 60 years their recipe has not changed at all and that drinking Coca-Cola is part of a healthy diet to live a long productive life which is a false statement. It was never found guilty of subliminal messaging but it still has its critics. • This advert is a good example of how simple and well hidden subliminal messaging can be even by a firm as large as Coca-Cola who would gain massive media criticism if they were found guilty of subliminal messaging.
Hidden and overt messages continued Overt Messaging is essentially the polar opposite to subliminal messaging in that is completely out there and obvious what the message is. Most adverts contain overt messages as the general point of an advertisement is to persuade a consumer to buy your product or follow your advice etc. Whilst overt messaging is completely legal, the message still has to be approved by the governing agency for that countries advertising and if your message is considered offensive, harmful or doesn’t meet their guidelines it will be dismissed which is why some firms and companies resort to subliminal messaging which is a lot more shady. Essentially any advert you watch will contain an overt message of some form otherwise the advert would have no purpose to serve unless the entire advert itself was a subliminal message which is very, very unlikely.
Emotional responses/association Emotional Responses are very commonly used in advertising and the emotion being evoked will often be influenced by what the advert is trying to deliver. For example if a firm is trying to sell a good or service they will most likely associate positive feelings with it as that will make you more likely to buy the product. Another emotion used to convince consumers to buy their product is guilt and/or sadness by charities. They may show an endangered species of animal to the consumer and ask for a small donation thus playing on the consumers guilt and it is a very successful method of marketing if done effectively. More negative emotions such as shock, fear and disgust are used by governments to promote their messages/laws, such as anti-smoking campaigns or safe driving adverts like the ones shown before in this presentation. These are very powerful emotions as people tend to remember what scares them more than what makes them happy as fear and shock are very scarring feelings for a consumer and they will then associate these feelings with the things they have been told not to do.
Solution to a problem This technique is used in advertisements to grab and engage people who have the problem or people who want to avoid getting the problem, an example of this is the febreze ad
Fear Definition and Theory of Fear Appeal. A fear appeal in advertising is a message that is designed to scare the intended audience by describing a serious threat to them. The advertising tactic is to motivate the intended audience to engage or not engage in certain behavior based upon a fear.
Concern The reasonable, practical and functional desirability of a product or service to a potential consumer. It is concerned with an appealing price point and with highlighting the benefits of owning the product. It encourages consumers to buy or to act on a cognitive rather than emotional basis. The rational appeal is widely used by small businesses to fend off competition
Compassion Adverts that use rhetorical questions ask questions that people already know the answer to. They are mainly used to try and get money for charity. This works by playing on people's innate sympathy for vulnerable people ("Would you let this child suffer?"), assuming that they will answer with the response required by the advertiser.
Celebrity endorsement Celebrity endorsement is using celebrities to boost the appeal of products. This used either to try to convince people that they can be like that celebrity or to make more people trust the advert because of their familiarity with that celebrity
Stereotypes Stereotypes are used in adverts as an oversimplified depiction of a particular group as in adverts there not time to explain the characters so stereotypes give information at first glance. fosters “good call” The most well know advert that uses stereotypes is the fosters “good call” were the two main character are two stereotype Australian men drink beer and having a barbeque in the sun. this is the view the audience gets at first glance and the view foster wanted to provide the audience with I made an advert which represents stereotypes: https://youtu.be/CphFQ7j8AgM
Characteristics of product services: Unique Selling Proposition (USP) and brand identity Each product has a USP and the advert should exemplify what the USP is. Example Dyson vacuum cleaners USP is that they require no bag. An advert should also be used to show the brands identity, this will allow the audience to easily identify the brand so that they know what they do. For example Adidas is a sports brand which is easily recognizable due to the iconic 3 stripes which are present on most Adidas products.
