Help and guidance
• Groups of 3
• Choose one advert each making sure they are
from different FORMS AND STYLES
• For example:
• Person 1: surreal and anti realist narrative
(Cadburys gorilla advert)
• Person 2: Dramatic and realist narrative (NSPCC)
• Person 3: Advert series, which is humorous (BT
adverts)
Codes and Conventions of TV
Adverts
By John Warner, Jerry Small and Sam
Cooper
Make the PowerPoint engaging – add picture of your adverts
Importance of TV adverts
John Warner can read this out
Codes and conventions
Discuss how all TV adverts and different codes
and conventions in order to sell a product and
how they must suit the correct TA and be on at a
certain time and between certain programmes
Jerry Small can read this out
1st TV advert – Name of it
• Add a YouTube link so we can all watch it
• Discuss when it was aired and who made it –
For example – The gorilla Cadbury advert was
produced by a company called Fallon
• Discuss the form and style - surreal and anti
realist narrative for example
Codes and conventions
Lighting
Codes and conventions - Camera
Camera angles and shots
Codes and conventions - Iconography
Logos used
Fonts
Colour used
Sound and music
You can talk about why the song was used /
celebrity song / well known song /
commissioned for the advert and what meaning
does the song bring to the advert?
Add links to the song and the original song if
there was one
Editing in Advert
• Add clips of different sections of the advert
and discuss the editing style. What impact
does it have on the audience?
Hidden and overt messages
• Add screen shots of hidden messages or speech
of when the advert tells you that ‘you will look
better if you wear this’
• Are there any hidden messages in your advert?
For Example; Will you become pretty if you use
the product? Will you fit in if you use the
product? Have they used a celebrity to sell the
product? If so – why? What do they represent?
Hidden and overt messages 2
• Add screen shots of hidden messages or speech
of when the advert tells you that ‘you will look
better if you wear this’
• Are there any hidden messages in your advert?
For Example; Will you become pretty if you use
the product? Will you fit in if you use the
product? Have they used a celebrity to sell the
product? If so – why? What do they represent?
Characteristics of products or services
• Benefits offered
• Advantages over other similar products
• Unique selling proposition (USP) (this is
important)
• Lifestyle appeal
• Brand identity
Again – add screen shots and clips so we can SEE
what you are discussing
Characteristics of products or services
2
• Benefits offered
• Advantages over other similar products
• Unique selling proposition (USP) (this is
important)
• Lifestyle appeal
• Brand identity
Again – add screen shots and clips so we can SEE
what you are discussing
Target audience
• Standard Occupational Classification
• Psychographics
• Geo-demographics by age; by gender
• Add graphs and pie charts and illustrations of
the type of person who would buy this
product and ALWAYS explain WHY!!!
Repeat this process another two times
for the other two adverts
Any questions
• Sam Cooper to answer the questions (3rd
person in group)