HA3 Task 1 - Advertising Structures

Advertising Structures

Just as narrative theories apply to films and TV shows, they also apply to adverts. The TV advertiser's main goal is to convince consumers to buy products and services or take action and in doing so they create stories surrounding them. 

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Realist Narrative

A realist narrative will draw its power from the portrayal of realistic events. This allows the viewer to connect the brand with their own lives and experiences.

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Anti-realist Narrative

An anti realist narrative will have the freedom to indulge in all forms of fantasy. This takes the viewer's attention away from the utilitarian aspect of a brand to something more exotic.

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Animation

Animation has long been associated with adverts as it provided an effective way to transform the viewer to another place and so disarm them. And now with the advent of CGI, almost anything is possible.

     

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Documentary

This form usually relies on the viewer feeling that they are being given scientific facts and the brand should therefore be trusted.

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Talking Heads

This style of advert addresses those watching directly and therefore makes the viewer feel that they are having a personal conversation. Consumers are likely to trust such an approach.




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Stand Alone

This form involves making an impression with a significant one-off advert that stays with the viewer, connecting them with the brand and becoming iconic. A measure of its success is when it is parodied.




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                                                            Series

Adopting the use of a series of connected adverts allows for the story of the brand to be embedded carefully over a long period. This means that the viewer stops seeing the product and follows the soap opera. However, the message is still getting through.







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The Style of the Advert

Humorous 

When viewers laugh, they share the experience and the brand's message is spread virally. Also, any concerns about being manipulated are minimised.

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Surreal

Surreal adverts divert the viewer away from the everyday quality of many products, services and messages. Creative, dreamlike or unusual viewpoints can enhance the mystery around a brand.





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Dramatic

This style relies on the dramatic effect of the narrative, often hard-hitting or of a grand-scale. There is an element of shock-value that stays with the viewer.

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Parodic

Parodic adverts are those that make fun of themselves or other narratives. They are 'knowing' and can poke fun at the very idea of selling the product. This puts the consumer at ease.




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