HA3 Task 7 - Sources Of Information

Rate Cards

When making an advertisement for TV, it is important that the advertising company knows when is best to broadcast the advert. So, they access a wide range of commercial information including 'Rate Cards'. The information that is supplied should enable the company to make the most effective advert and broadcast it on the appropriate channel to an appropriate audience. The time slots for adverts differ greatly in price, as certain slots that are considered 'prime time' viewing will have many more viewers than times such as in the early afternoon or the very late evening. A rate card is a document which contains prices and descriptions for various ad placement options from a media outlet. Rate cards help the retailer understand what types of ad lengths/sizes, discounts and other advertising the media outlet has to offer. When choosing a newspaper or print media, you can use rate cards to compare ad rates based on circulation before you buy advertising space. This would  be to target newspapers that have a wider circulation and reach a certain audience that the company is aiming for. An example of a rate card for ITV, covering their 4 channels 1,2,3 and 4.

Advertisers Information Pack

An information pack is issued by the company or organisation commissioning an advert. It provides the advertising professionals with all of the information required to plan the advertising campaign and market it.

It may contain promotional material and associated information about a firm, product or service, circulation data, audience statistics, ratecards, insertion dates, publication dates etc. It is also known as a media pack. If an advertiser has a more extensive knowledge on the media platform the advertisement is to be released on, they can cater it's needs to make it reach a wider audience. If an audience is particularly small, they may seek the platform in which their audience is most likely to consume. For example, if they are trying to advertise to people over 70, they may broadcast on platform that are commonly used by elderly people such as ITV 3, ITV 4 and Classic FM.

Advertising Research Agencies

These are specialised market research companies providing studies and surveys about broadcast media, including television programming, TV ads, TV networks and TV ratings. They are used to inform the advertising professionals about customer responses to the product or service. This information can then be used to target a specific demographic using an established technique. Companies in certain areas include BARB (Broadcasters Audience Research Board, TV), RAJAR (Radio Joint Audience Research, Radio) and the NRS (National Readership Survey, newspapers and magazines). These companies undertake research such as viewing, listening and reading figures and survey people to ask what they think of content provided by certain media outlets. Other advertising research agencies will look in-depth at the performance at similar adverts at certain times during the day, to see how well they did and how much of an audience they reached.

HA3 Task 6 - Audience Information

Audience Information

Audience measurement measures how many people are in an audience. Things included are radio and television listening and viewing figures respectively while audience numbers from newspapers and magazines are also measured. Web traffic numbers are also increasingly being counted on websites. The term can simply mean how many are watching, but it can sometimes be more detailed by determining who is listening. This level of audience research can include more extensive information such as gender, age, ethnicity and more. The figures for audience research can determine a newspaper/TV/radio's share in its respective market and to see where it sells well and where it doesn't. Depending on the area, the media output from a company may differ greatly between its different locations within the market. Here is a BBC table compiled by BARB (see below) detailing the average weekly reach of BBC TV and the average amount of time spent watching by a user. The table contains information from between July and September 2013.

BARB

BARB (The broadcasters audience research board) provides official viewing figures for UK television audiences.It commissions specialist research companies Ipsos, MORI, Kantar Media and RSMB to collect data that represents the television viewing behaviour of over 26 million TV households in the UK. BARB gives broadcasters, advertisers and any other interested third parties a detailed breakdown of their content's performance in various areas. This information is vital in assessing how programmes, channels and advertising campaigns have performed as well as seeing how many people they will have approximately reached. Advertising companies can then look at sales figures for what they are advertising, to see if sales went up once the advert had been shown on air. If there was a relatively small amount of improvement, the justification to broadcast another advert would be small. 

In order to estimate viewing patterns across all TV households, a carefully selected panel of private homes is recruited. Each home on the panel represents approximately and on average, 5000 homes. These panel homes are drawn from a household sample that is designed by RSMB to remain representative of all television households across the UK. This means it always encompasses the full range of demographic and TV reception variations, amongst other variables, that are found across the country and in different ITV and BBC regions. The homes on the select panels will include people from many walks of life, who will represent the viewing figures of people just like them. Things monitored include age, gender, ethnicity, marital status and sexuality. This is to provide an in-depth look at each of these audiences.

In every panel household, the television viewing is monitored automatically by viewing equipment installed by Kantar Media. Included in this process is the viewing of recorded programmes that are watched withing seven days of their original broadcast; this is referred to as timeshift viewing. More than 30,000 viewing devices are monitored across the panel of 5,100 homes, who are meant to represent the a dverage viewing habits of a wider audience.Residents and guests in a panel home register their presence in a room containing a television set that is switched on, which is the BARB definition of television viewing. They then deregister when leaving the room. In this way, the meter records all viewing by every person in the household aged 4+, adding individual demographic information to the overall viewing data. This information is uploaded automatically to BARB every morning between 2am and 6am where it is processed to apply various statistical adjustments.

HA3 Task 5 - Regulation

Ofcom is the communications regulator in the UK. They regulate the TV and radio sectors, telecoms, mobiles, postal services and the airwaves over which wireless devices operate. They ensure that UK residents get the best from their communication services and are protected from inappropriate things within the industry such as scams and malicious practice. The organization works on behalf of the government and works under a number of acts of parliament, namely the Communications Act 2003. The main aim of the company is to promote and further the interest of UK citizens and consumers.

Ofcom licenses all commercial television and radio services in the UK. Broadcasters must comply by the terms of their license or risk having it revoked. It also commonly publishes updated criteria for the Broadcasting code. These are an extensive set of rules that all content that is to be broadcast on commercial radio and television must follow. If people believe that offensive material has been broadcast on any of those platforms, they can complain to Ofcom. After receiving a complaint, Ofcom will ask for a copy of the programme from the broadcaster and will extensively review it to see if it has breached its broadcasting code.

Ofcom is responsible for the rules for product placement, regulating what can and can't be shown on TV. Ofcom's broadcasting code contains rules about what type of products can be placed in programmes, where it is allowed and how the placed products can be featured. Programmes that cannot use product placement. These include news, childrens, religious, current affairs and consumer advice programmes made for UK TV audiences.

An example of something offensive that has been broadcast is the Russell Brand and Jonathon Ross prank phone call to actor Andrew Sachs, which involved sexually explicit references to his daughter, who Russell had a brief encounter with. over 1000 people complained to Ofcom and the pair were suspended from their usual jobs and the BBC were fined £150,000.

       The advertising standards authority (ASA) is the self-regulatory body of the advertising industry in the United Kingdom. They apply the Advertising Codes, which are written by the Committees of Advertising Practice and are a strict criteria an advert must meet if it is to be broadcast. Their work also includes acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements. ASA also aim to ensure that all advertising in all types of media (TV, radio, pre-theatrical, print, online) are all legal, decent, honest and truthful, to the benefit of the consumers, business and society.

       ASA plans to make regulating online ads more successful, and being an effective part of the response to issues affected by advertising. They also want to make sure that in the future they wont have to stop adverts once already in the media but, before they have been published. This is their emphasis on ‘prevention rather than cure’. They also strive to be ‘more in tune’ with people by understanding their concerns and needs relating to the advertising industry.

       ASA can refer complaints to Ofcom, as ultimately the responsibility for adverts for channels lie with the broadcasters. For example, following more than 1,000 complaints to the ASA about the shopping channel Auction World.tv,  ASA referred the matter to Ofcom, which found the company in breach of its licence and fined it. Auction World.tv ended up in administration and went out of business.

This advert from the home office telling illegal immigrants to go home was banned as it was 'irresponsible, offensive and misleading'/

http://www.bbc.co.uk/news/uk-24452551

HA3 Task 4 - Characteristics of Products or Services

Benefits Offered

This advert style shows the viewer what things their product can offer in terms of the area it is to be used. For example, a shampoo advert may state that it removes dandruff, makes your hair look fuller, smell nicer etc. The list of benefits that it offers to people is meant to attract them to it and allow them to believe that  their product can truly help. The advert I have selected below is a colgate toothpaste advert. Though it has characteristics of other types of adverts (advantages over similar products) it also has a long list in the advert of things that can help benefit people's dental health eg. plaque removal, whiter smile, fresher breath etc.

Advantages Over Similar Products

This type of advert literally states why it is better than another product. It may show statistics, facts or even surveys to try and convince the audience that it is a superior product. It could either be done by showing the two products side by side and then the benefits of each one (with the advertising product having the most) or having people test the product on a street and say which they think is better. The other product will very often not be given a name other than 'another leading ... (type of product)'. This will be to avoid giving it extra publicity as it is a competitor. The advert below supposedly shows that one Duracell battery can outlast 12 normal zinc batteries. Though no other brands are directly mentioned the small print at the bottom of the advert clearly states that the other type of batteries are Kodaks. The advert is done in a fun, quirky way showing the Duracell rabbit (powered by a Duracell battery) outlasting 12 gorillas playing the drums (who are powered by zinc batteries). This and the clear message being spoken tells the audience that Duracell is the superior product.

Unique Selling Proposition (USP)

This type of advert involves giving the viewer a unique selling proposition that cannot be matched by any other product on the market. This is meant to make people switch brands. It is to make the product differentiate from its competition. The advertised product may be exactly the same to all other products but offers one hugely, specific benefit. That is it's USP. The USP of the advert below is that it has the drying power of 3 standard sheets of kitchen towel. The fact that the sheet doesn't seem to tear while gathering all spilt liquid suggests it is a superior product to others and has a unique benefit to it that no other product can offer.

Lifestyle Appeal

This type of advert connects its product to life choices or a lifestyle that are highly attractive. This could be inferred by people that the use of the advertising product could put them in the position of the person within the advert who has a highly desirable life. People may associate the advertised product with success and want it so much that they will use the product to mimic that person's lifestyle. The advert below is for the body wash 'Old Spice' and shows a man having a luxurious life, all seemingly due to having the smell of the product. He is seen on a boat, with diamonds, on a horse while also possessing an athletic body. The advert is mostly aimed at women as well as its product-market men, as the man is showing all the things he has that other women's husbands dont. However, the men could if like him, they start using old spice. The men may want to or be encouraged by their wives/girlfriends to buy the product.

Brand Identity

This type of advert clearly labels the brand and uses something to visually represent the company such as a logo, or perhaps something such as a song or image. The advert may also use slogans and straplines to attract viewers and customers and once the brand has been established they can then advertise the product. The advert below is a 'We Buy Any Car' advert that has a catchy, if slightly annoying, song. The song states the brand many times so people can easily know what is being advertised. It also tells people about what it does in song form, which they will hope people retain in their minds for longer due to its catchy style. The lyrics include 'any make, any model, any age, any price from £50 to £100,000'. The song also tells people how to find out the value of their car on the company's website. The dancing and colours are eye-catching and may also possibly catch the attention of channel hoppers. The colours that the dancers wear also represent the colours of the company logo (green).

HA3 Task 3 - Advertising Techniques

Ethos involves convincing a person by means of the character of the author. It uses credibility and trust and cites credible sources in its advertising. If the advertiser is respectable, we are more like to listen to them. Other traits such as authority, confidence or the promoter generally being likeable are things we subconsciously look  for when watching adverts.  The promoter must fully convince the audience that they are qualified to speak or present what they are advertising and are therefore worth listening to. A company may hire someone well liked to be part of the advertising campaign such as a celebrity. A profession such as a dentist is widely seen as respectable and trustworthy so toothpaste, mouthwash and floss adverts will commonly use a dentist to endorse the product. This advert also displays elements of the Pathos style of advertising:  

Pathos is persuading by the means of appealing to people's emotions. The words pathetic and empathy have derived from the word Pathos. A passionate delivery to persuade a person to invest in what is being advertised may win over more people, along with demonstrating agreement with the audience on various topics, both underlying and prominent. A pathos-based advert may also appeal to people's fears, in order to sway the viewer. This may be by showing the ill-effects of using something, which can only be solved with the use of the advertising product. Usually, the advert will also directly focus on peoples emotions such as imagination. Their advert may appeal to a person's inner though-process or even their hopes. Pathos adverts are generally graphic and paint an either happy or bad picture for the viewer.

Logos  means persuading people using reasoning, utilizing things such as statistics, facts and records. The adverts may also use longer, more intelligent-appearing words to draw people into their world of trust and reasoning. Things such as statistics seem genuine and words such as 'better', 'bigger' and 'cheaper' may appeal to people now more than ever, due to the constantly rising cost of living. The information being supplied by a Logos-style advert makes the advertiser appear knowledgeable and prepared for their audience. Logos can be misleading or inaccurate but, generally it provides a service to the audience. This advert would have appeared to attractive to many people many years ago (it is debatable whether it was true or not) because MORE doctors enjoy their cigarettes than anyone else. Doctors are regarded as intelligent and thoughtful people, so it should be an easy decision to buy the cigarettes. 

Advertising Techniques

Persuasive

Though not strictly an advert, the Lord Kitchener World War One era poster remains an extremely persuasive style. The poster was designed to attract people to join the army during the first world war and the image is of Lord Kitchener, who was in charge of the British Army at the time. His pointing finger feels like it is directly being pointed at you and his finger and eyes follow you wherever you go. This and the word 'YOU' being the largest word on the poster attracted thousands of people to sign up to the British Army.

Dramatic

These type of adverts are designed to appeal to people's emotions and are usually used for things such as charity appeals or public awareness adverts. These can be things such as various illness charities or for things such as famine abroad. The idea is to make you feel sad and to directly engage with you to make you do what the advert is saying (donate, buy etc.). The advert below is a dramatic example and is part of a series to help people spot the signs of a stroke in progress. The advert depicts a man or woman with a hole burning in their head, which gradually gets larger and larger leaving them less and less capable of taking any action. The signs mean you will be able to call 999 and identify what is happening to them and 'save more of the person'. There are many sub-techniques to the dramatic style such as conflict, relief and happiness. 

Problem/Solution

This advertising technique is used when dealing with a product that literally has a solution to a problem. It may show the before and after of the use of their products, which will obviously show huge benefits and improvements in whatever it seeks to change. For example, a before and after of the application of spot cream. The following is a somewhat tongue-in-cheek use of the technique stating that drinking Coca Cola Zero will help the feel of Monday by making it 'taste like Friday'. 

Visual Symbolism

Visual Symbolism involves a picture telling a story for the viewer with the use of none or minimal text. It may also use similes and metaphors and sometimes abstract elements to advertise the product.This type of advert will assist in allowing people to immediately identify the product and have a basic knowledge of what it is about. This may be done very obviously (with the use of clear text) or subtly with an encrypted subliminal message. The visual symbolism may involve a logo in which people would easily be able to identify what is being advertised however. The advert below is advertising aquafresh toothbrushes, using a man with a hairstyle like a toothbrush to show that their brush can reach even the hardest of places in the mouth, which will ultimately result in a better clean. 

Sexual Imagery

Sexual imagery is used in many cases to appeal to both genders on certain subjects. They are usually able to grab and hold the attention of people. The advert may feature a cheesy line to promote the brand further and to further illustrate what it is about. The line may tie in with the sexual imagery and the advertisement. The use of an attractive male/female will help to establish a connection between a good-looking person and the product, basically meaning that both are good. The advert below is advertising Rustlers burgers and features a woman sexually bending over to look at them in the fridge. The line on this advert says 'You can never have too much of a good thing'. There are many burgers in the fridge suggesting that they are good whilst the woman is implied to be good also. The connection between good-looking women and good-tasting burgers may be made by some male viewers watching the video.

HA3 Task 2 - Codes and Conventions

HA3 Task 1 - Advertising Structures

The Form the Advert Takes

The form an advert takes can depend on the thing that is being advertised and what best suits it's style. For example a health product such as toothpaste or vitamins will almost never be Anti-Realist, as they need to show potential customers the facts about their products (usually through the medium of statistics and small animations). This means that they will generally fall under the Documentary and Talking Heads side of advertising with the advert possibly having a blend of both.

Series

Series adverts entail similar premises with the same outcome, along with a twist- a comedic one in the examples below. The long-running nature of the series may lead to people expecting them and even anticipating them. The Cleaner Close adverts may not follow a single story but the style is always the same- Daz always cleans the stains out of a product followed by an ambiguous comedic ending. The adverts are parodying real soap dramas such as coronation street and eastenders, such as having a still of the street name at the beginning of each episode accompanied by a soap-style tune and appearances by real soap stars (Shaun Williamson, Julie Goodyear). The comedy within the adverts will attract allow people to engage with them and enjoy them- humorously being educated by them without being bored. For the first one his 'diving underpants' stains are removed by daz and for the second her wedding dress receives the same treatment.







Realist Narrative


These two adverts are 'Realist Narrative' examples- they are meant to give a truthful, reliable representation of reality. They may be portrayed in the general style of day-to-day happenings, which people can subsequently relate to. They are generally adverts with stories- that can be believed easily and look normal. The first example below is of the Redknapps playing the games console 'Wii' together, enthusiastically and together and as a family. People will watch this and see a celebrity family- who are successful and popular- enjoying playing the Wii, which may encourage them to buy the product in question. The celebrity factor is not even a key component of this advert, as people may purchase it due to it's portrayal of family time- depicted as being fun and exciting.

The second advert is from the detergent company 'Persil'. The advert is aimed at parents- mothers in particular. In the advert, children are playing in mud, water and creating sculptures with dirty things such as plastic pipes and cardboard boxes. Another child is also shown mixing melted chocolate. Due to what they are doing, stains are everywhere on them- with prominent black stains on their white shirts and dresses. This is a realistic event in a mothers life, as their child will do things such as those depicted in the advert and so this product will interest them. Coloured stains on lighter clothing are commonly seen as a big problem, due to their nature of being irremovable. However, the persil can remove 'even the toughest stains', so this will be a USP for a potential buyer.






Animation Adverts

Animation is used for a wide range of different adverts, usually to add a wacky, fantasy or fun element to them. Below are examples of two different types of animation within adverts, the first is advertising tea with the use of stop motion and the second is advertising cereal using simple 2D animation. They can transport people into a world with grand CGI or entertain children with an easy concept cartoon.

The first is advertising PG Tips tea and features Wallace and Gromit. The two are much loved characters in Britain and the cross-media convergence of a popular television programme and an advert may encourage people to buy the product. The duo appeal to all ages and will entertain children and adults alike.

The second is advert below is a coco pops advert. The use of animation to depict a entertaining and funny cartoon will appeal to children and may end in them asking their parents to buy the product. The animated 'chocolate volcano' makes the cereal look extremely desirable, which is why animation will most likely have been used. The song being sung by the monkey is also catchy and could stay in the minds of the children, which in turn would make them think about the product.






Stand Alone Adverts

This form of advertising involves a singular, one-off advert that remains in the minds of people long after it no longer appears on air. More often than not, adverts of this nature become iconic and can stay in public mind for years to come. This is the intention of the advertiser, as in the long term it will lead to exposure to more people and continued knowledge of their product/brand. If their advert is parodied or enter popular culture, this means even more advertising for the company and is something which they would hope to achieve.

One recent example of a popular stand alone advert is 3's dancing pony. The catchy song and moon walking pony made this advert very popular and due to the widespread use of social media, would often be 'trending' on twitter. It is possible it is was made due to the success of the 'Cadburys Gorilla' advert which also featured an old, popular song and an animal doing something abnormal and funny.

Below is the famous 'Cadburys Gorilla' advert, which features a man in a gorilla suit playing the drums along to the beat of 'In the air tonight' by Phil Collins. The advert is unique and entertaining and was a huge hit, being voted among the best adverts of the year by various magazines. The strange concept of a gorilla playing the drums was parodied by Justin Lee Collins (after Alan Carr and Lily Allen parodied another popular stand alone Cadburys advert- 'the eyebrow children').

The original Cadburys gorilla advert...



...and the subsequent parody ( around 45 seconds in).







Anti-realist Narrative

Anti-realist narrative adverts seek to take people away from reality and introduce them into a world of fantasy and magic. They can be used to portray something using special effects, usually to emphasize the impact of the product. Skoda ran two adverts demonstrating the creation of their cars- one made out of cake and the other, 'meaner stuff'. It is likely that the adverts were aimed at the genders- the first cake advert at women and the meaner advert at men.

 The cake advert is advertising the new 'Fabia' and shows the car being created out of sponge, jelly and icing and finishes with the tagline 'full of lovely stuff'. The song 'My Favourite Things' plays throughout. This is something that would appeal to more feminine people and is a car that is probably aimed at them. The next car advert is advertising the 'Fabia vRS'. The car is being created with the use of metal teeth, a laser eye, skidding on a piece of metal to create the hood and a group of snakes as an engine. The advert is strange and somewhat aggressive, with the nature of it most likely attracting men.





Documentary

A documentary style advert usually depicts real people and real situations, with their product being beneficial to a common problem. The adverts use seemingly real people, most often being interviewed, to give the viewer a connection to the advert and be able to relate to their problems. The ending of the advert almost always ends in someone testing the product and then praising its effect. The product may be many different thing, such as razors, cream, food, drinks and toothpaste as seen below. As the people within the video seem honest and normal, viewers can establish a sense of trust. A professional or celebrity may appear endorsing the product, with the person being featured usually having experience or specialist knowledge in that particular field. The documentary style is not isolated to just consumer goods but, charities as well, which usually have voice overs to convince the viewer to donate or get involved.

The first advert below is a colgate advert, with people being interviewed about their sensitive teeth and their 'colgate sensitive relief' challenge. The clips of people feature short praising comments about the product, such as "I am convinced that it works" and "I am amazed by the results". These sort of comments about the product from what seem like normal people with a common problem, can enhance the viewers thoughts on the product and convince them to buy it. The second advert features a commentator speaking on behalf of UNICEF, asking for donations due to starving people in Africa. The advert is very depressing and the speakers' dark tone is meant to make people feel sad and push them to donate.






Talking Heads Advert


Talking heads adverts are effectively documentary adverts, as they usually feature someone taking about the product and something beneficial about it. The person may be a professional or celebrity endorsing the product, or a satisfied customer praising the product as is the case below. As the style of the advert means someone is talking directly to the camera, the viewer may feel a sense of trust and that they are receiving genuine advice from people who have felt the benefits of the product.

The advert below is an Aldi advert, advertising their orange juice and a competitors. The person at the focal point of the video and the 'talking head' is an elderly lady, who says she 'she likes this orange juice' and also 'likes this orange juice'. The old, grandparent style of her and her joke at the end make her seem reliable and will attract people to the brand. The advert doesn't state that their product is better than a rivals, but shows that the price tag is much cheaper. This style of non-boasting about their products superiority shows that while they are conceding their product is the same as others, it has one benefit- it  is cheaper.






The Style of The Advert

The style of the advert can take many different form and usually depends on what is being advertised. By adding certain elements to an advert, the message it is trying to pass across may appear bigger and clearer.

Parody

The purpose of a parodic advert is to entertain the viewer and exploit the conventions of well-known and popular adverts. The entertainment factor of the adverts increases the likelihood the viewer will remember the advert and enjoy it, which in turn they will remember the product being advertised. A worst-case scenario is if the advert is not very memorable and so a person remembers the product that is being parodied rather than the product being advertised. Below is an example of a parodic advert, in which a man is thoroughly spraying himself with deodorant and attracting hordes of beautiful women. After running up to him, he produces a set of bright red glasses, which makes them lose their interest and walk away. Despite spraying himself again they continue to walk away.

 The text that appears on the screen says: The should've gone to specsavers effect'. This is parodying lynx adverts in which women are attracted to men who use lynx (the lynx effect). This is suggesting smelling nice is nothing compared to having ugly glasses. This may encourage people to buy a pair and the 'designer glasses, 2 for 1 from £99' text that appears on screen will further push them to it.




Dramatic

This technique of advertising will generally be used for more educational and informative adverts, as the usual dark tone can help in such cases. These could be charity appeals or safety warnings from the government or emergency services. Dramatic adverts will often use very emotional subjects to engage the viewer and help them to enter the situation. The subjects are sometimes real with true stories and facts that emotionally impact the viewing audience. The advert could be small and hard-hitting or on a grand scale but the main aim is to get the purpose across. It may also employ a shock value that stays with the viewer and makes them think about it rather than having it being discarded as 'just another charity advert'.

Below are two examples. The first features an eerie embodiment of a 'crisis'. The 'womans' voice is sinister and scary using phrases such as 'I am a crisis' and 'I don't care who you are'. She talks about situations that can affect everyone such as being in wheelchairs, becoming homeless, being traumatized after a crash and having a sweet stuck in your child's throat. The dark, gloomy and depressing nature of the video is hard hitting and the fact that the things featured can genuinely affect everyone makes the 'i dont care who you are' give the advert a serious sense of realism. This will encourage people to donate to the red cross, as it helps millions in situations as described in the video.

The other example below is a advert for UNICEF featuring Ewan McGregor. He describes the lack of simple equipment, hygiene and necessities that we take for granted and the talking head style of the advert makes it feel as if we are being directly spoken to. The advert features images of starving children with the obvious intention being to make us feel bad and not grateful for what we have. Ewan also states how UNICEF is the biggest provider of life-saving food in East Africa. However, they are in need of donations. The fact they are the biggest and directly asking for money makes a person feel that they can make a difference and will encourage them to donate.







Humorous 

 The style of a humorous advert aims to make people laugh, in either a normal way or in an unexpected and unusual way.When viewers enjoy an advert, they may share their knowledge of their experience with other people, which ultimately leads to more viewers and awareness of what is being advertised. If a video is very popular it may spread virally, with many people from around the world watching it. The below video featuring currently has 3.95 million views in less than 3 years, which is very high considering it is an advert.

The video features Vinnie Jones in his quintessential tough guy persona, instructing people on how to correctly administer hands only CPR. The video is quite humorous as Vinnie Jones demonstrates how to perform CPR, with the use of a 'volunteer that ain't breathing'. As the body is then thrown across the floor to b stopped by Vinnie's foot he then says in a dark, comedic voice 'here's one I made earlier'. He also makes some funny comments which are helped by the way he delivers them; usually deadpan and in a deliberate humorous fashion. People are told how to push down on the chest to the beat of 'staying alive', which has the two 'tough guys' with Vinnie dancing in a unique way. Though the video is serious, the way Vinnie portrays a typical 'hardman' and uses funny expressions, the advert is very memorable and was very popular. The catchy nature of the song and the easy,clear instructions are exactly what the British Heart Foundation will want as it will help save more lives.



Surreal 

Surreal adverts can be very strange and take viewers away from reality. The advert may be unrelated until the end when the product/service is revealed, or its surreal nature may be based on what is being advertised. This is the style of the advert below, where everything a man touches turns to skittles. From the start when a woman requests to the man to show how he does it and the product is mentioned to him actually performing it, skittles are always prominent. The two spectators eat skittles while the man tells how he cannot do simple tasks and holds out a handful of skittles- the result of shaking hands with a man on the bus. The advert is strange and has both dramatic and humorous content to it, as the man is sad yet from the view of other people it is 'awesome'. The advert is surreal because it is obviously fantasy and doesn't happen, so it clearly falls under this category.The advert ends with the prominent skittles slogan: 'Touch the rainbow, taste the rainbow'.