Television Advertisement
Record
Time
7:10pm
Advertisement
Product being advertised
#
Type of advertisement
1st (After
programme)
Family Guy TV Show
Television Station
Advertisement
2nd
NCIS TV Show
Television Station
Advertisement
3rd
Warehouse Stationary
Products
Retail Products
4th
McDonalds Breakfast
Fast Food
5th
Mars Bars
Confectionary
6th
NZ Pork
Food/Drink
Key Characteristics
This included short
comedy clips from the
show, trying to
generate interest and
increase its viewer
traffic. The name was
always on display.
Used scene shots to
give the viewer a
preview of show and
generate interest.
Name always on
display.
Used voice
commentary to quickly
communicate
information. Used
quick short shots of
products and used
vibrant yellow to grab
attention and reinforce
their branding.
Displays prices and
savings to inspire
shopping.
Uses a storyline to be
amusing and create
common ground
between McDonalds
and the receiver. Uses
relatable characters.
Uses exciting effects to
make product appear
exciting
Used a butcher to talk
about the meat to
make the potential
purchase feel more
personal and authentic.
The speaker was
wearing Butchers
uniform to appear
credible
7th
Primo Extremo
Food/Drink
8th
The Hangover
Movie Trailer
9th
McDonalds Breakfast
Food/Drink
10th
Mag and Turbo
Warehouse
Automotive
11th
Health line – Be Prepared
for a pandemic
Health
12th (Last
before TV
Criminal Intent TV Show
Show
recommenced)
7:53p
m
Television Station
Advertisement
1 (after TV)
NCIS TV Show
Television Station
Advertisement
2nd
Transformers Movie
Movie Trailer
st
Extensive use of
exaggeration for
example oversized
cereal bowl. This
exaggeration
reinforced product
name ‘Primo Extremo’.
The strong imagery and
action gained
attention.
Scene shots which will
appeal to a wider
audience. Shows both
comedy and conflict
problems to generate
interest. Purpose of
advertisement is to sell
movie tickets, DVD’s
and merchandise.
This was a very brief ad
which was placed
further in the ad break
to reinforce
McDonald’s previous
ad and remind the
audience that they
want to go to
McDonalds.
Shows products and
functions. Tries to
make them appealing.
Appeals to the power
motive cluster.
Used intriguing mystery
storyline to generate
interest.
Short sharp flashes,
guns, words, black and
white colours.
Movie Scenes. Special
effects to gain
attention.
3rd
Ice Age 3 Ice Cream
Food/Tiptop
4th
Bugs/Insect Magazine
Children’s activity
Magazine
5th
XT Mobile
Telecommunications
Provider
6th
Mad Butcher
Food
7th
Vanish Carpet Cleaner
Home and Living
Imitates a movie trailer
to seem interesting. As
though to suggest
eating the ice cream
will make your life as
exciting as a movie.
Aimed at
Children/families
Showed product and
why it is so good.
Aimed at school aged
children as fun and
exciting and appealing
to parents as
educational. Trying to
make people buy.
Imitates ‘Top Gear’
style of a programme
to appeal to a market
of ‘Tech Savvy’ people.
Tries to use comedy to
maintain attention.
Uses the well
recognised icon of the
mad butcher to create
association between
product and brand. The
Mad Butcher brand has
connotations with
Trustworthy and
community which
should promote
purchase. Using the
character also creates
authenticity and
credibility.
Uses a logical argument
by showing a visual
image of how effective
the carpet cleaner is.
This evidential style of
appeal relies on
analytical and
reasoning abilities of
the viewer.
8:06
pm
8th
Pizza Hut
Restaurant/Food
9th (Before TV
Show
recommences)
Family Guy TV Show
Television Station
Advertisement
1st
NCIS TV Show
Television Station
Advertisement
2nd
Criminal Intent TV Show
Television Show
3rd
McDonalds – The other
Whopper
Fast Food
4th
Eminem Album (The
warehouse)
Retail
Uses sensory imagery
of tasty looking pizza to
induce feelings of
hunger and need in the
audience. Uses red and
yellow colour scheme
as these have been
shown to stimulate the
human appetite.
This included short
comedy clips from the
show, trying to
generate interest and
increase its viewer
traffic. The name was
always on display.
Used scene shots to
give the viewer a
preview of show and
generate interest.
Name always on
display.
Used intriguing mystery
storyline to generate
interest.
Used comedy/pun by
using ‘The other
whopper” phrase to be
associated with the
common ‘other
woman’ idea. The
narrative combined
with imagery makes it
memorable to the
audience. By
personifying the
burger, the ad also
becomes more
emotionally engaging.
Plays hit songs in
background to be
upbeat and appealing
to audience. The
Warehouse brand is
always visible to
promote store.
5th
Telecom Broadband
Telecommunications
6th
Impulse- Creative Spark
Personal Care
7th
Flight Centre
Travel/Leisure
8th
McDonalds – The Other
Whopper
Fast Food
Uses simple phrases
upon paper to give a
sense of affordability or
budget (even though it
is likely this ad would
have still cost a lot of
money) Uses simplicity
and a commentary to
appeal to those wishing
to purchase on a needs
base.
Uses music and soft
sensual imagery to be
intriguing and
contrasting to the
direct and bold ads
before and after. Uses
no words until the end
when product is
introduced. This holds
the audience’s
attention because it
keeps them guessing
what the ad is about.
Shows ‘perfect’ images
of travel destinations to
generate desire. The
commentary speaks
directly to audience in
an attempt to sell their
services to get to these
locations. The ad is tied
together at the end by
showing the
commentator is the
flight centre man/icon.
This ads a personal
touch.
This is a very short clip
which uses imagery and
a commentary to
reinforce the previous
narrative ad. It aims to
create action and make
people buy McDonalds.
9th
Cadbury – The eyebrows
ad!
Confectionary
10th
Family Guy TV Show
Television Station
Advertisement
Possibly the worst ad I
have ever seen! The
eyebrows ad is
unsettling and causes
psychological
dissonance as I do not
expect to see young
children moving their
faces in such a way. I
felt strongly about my
dislike for this ad
because it is unusual
and I can’t figure out
what it has to do with
chocolate. I guess that
is the purpose of this
ad. It is a hot
conversation topic and
whether you like it or
not, it is memorable.
This included short
comedy clips from the
show, trying to
generate interest and
increase its viewer
traffic. The name was
always on display.
After completing this exercise I became far more aware of how short ads actually are
(mostly because I barely had enough time to write it all down!). Interestingly though, we
always seem to moan about how long the ads are when we are just sitting through them.
I made a few general observations when I was watching these ads...
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Many advertisements had multiple appearances within the same ad break to
reinforce their sales pitch. Rank’s model of persuasion (Larson, 2000) divides
persuasion into two parts: Intensify and Downplay. The repetition of the same idea is
actually a tactic which rank outlines within the major strategy of intensifying one’s
own arguments positives.
I also noticed that the Television station advertisements had the prime spots of
directly before and after programmes as obviously this is when the most people are
watching.
The idea of creating Common ground (Aristotle) or identification (Larson, 2000)
between the sender (The marketer) and the receiver (the consumer) was also a
common feature of many advertisements. This was done regularly through using
relatable or credible people within advertisements.
There were definitely strong differences between different types of ads. There were
direct ads where the audience can see they are being marketed for example The
Warehouse stationary ad. There were also more indirect ads like the movie trailers
or the impulse ad which draw the audience in through narrative and intrigue. These
are examples of the Elaboration Likelihood Model (ELM) of persuasion which
explains persuasion can occur in two routes – Peripheral or Direct (Larson, 2000).
The ELM model was theorized by Petty and Cacioppo in 1986
References:
Larson, C. U. (2000). Persuasion : reception and responsibility (9th ed.). Australia ; Belmont,
CA: Wadsworth/Thomson Learning.