Textual Analysis

From my research ‘Most popular advertising technique’ I have found that the two most important advertising techniques are Fact’s figures, statistics and the technique of Humour. I will take an advert from each of these techniques and comment on all aspects of the advert. From this textual analysis I hope to find out how a advert is constructed and follow these conventions to produce an advert that look convincing.

Birds Eye Advertising. – I chose to use this company because they have produced many adverts, most of the adverts are different and the Birds eye ‘Don't Be A Stranger’ advert follows the technique of comedy which was one of the most used techniques in advertising.

Don't be a stranger

Editing: The speed of editing changes throughout the advert and there is not clear pattern or rhythm. The shots vary from half a second to more then four seconds.

Sound: The main sound is dialogue, the polar bear’s voice also adds humour to the advert because it’s quite deep and different then the audience might expect. Also lines such as “Don’t be a stranger” and the fact that the other character doesn’t talk also adds humour becuase he's is just listening to this polar bear. Lastly the advert uses low level non diagetic music when the man opens the fridge, it makes the polar bear sequence seem more surreal because the music is mysterious.

Iams - More Than Just A Cat

Iams advertising: I chose this advert because it is an advert full of facts and Facts, figure, statistics was one of the most popular methods of adverting from my previous research. This advert is also interesting because it delivers lots of heavy facts In an amusing i.e. The advert pretends a cat is saying the figures. Even though an animal was talking in the last advert, this advert isn’t as humorous because it is more factual.

 

Throughout advert there are facts about the product compared to other similar products such as “To keep me in tip top condition you only need to feed me this much Iams every day. Whereas you’d have to feed me four of these.” 

 

Editing: Again, pace of editing is quite hard to determine, average is about 3 seconds but the pace is between 2 and 7 seconds.

Conclusion: Both adverts use simple ideas such as talking animals, the editing pace is not dramatic and the range of shot duration vary. Both are shot in a Kitchen which shows the settings don’t have to be elaborate. Props are used to make the settings more convincing. The main focus of the advert is the product which is shown through techniques such as the main product being in deep focus and the background is in shallow focus. There is also a vary of shots, The close ups tend to be of the product which also adds sensory appeal in the Birds Eye advert. The lighting tends to be natural for the main part of the adverts, artificial lighting is present with the close ups of food. Each product also has a slogan at the end of advert which is separate from the rest of the advert: