In this report I will be comparing an old and a modern advert. I will compare the similarities and differences, through codes and conventions, technology used, methods used, and editing techniques.
The older advert I have decided to uses is an 80’s Lucozade commercial.
The modern advert I have chosen to use is a 2014 Lucozade advert.
Codes and Conventions
There are conventions that are present in both adverts. One of them is that both of them start off with a long shot/long/mid shot which is a recurring convention of TV advertisement. It sets the scene for the audience so they understand the setting. In each advert they also use close ups of the product, which is something that happens in most or all adverts. Both the 80’s and the 2014 Lucozade adverts show the Lucozade at the end or near the end of the advert which is a frequent occurrence in TV commercials. This is done to emphasise the presence of the product and it highlights to the audience what the brand is selling. In addition to this another convention used in both the older and newer advert is voice over which is used in a lot of commercials to describe what’s happening on screen or to add additional promotion of the product. To add to this in both commercials is that they show the use of the product and the after effect, which is a routine act in advertisement. In the older 80’s advert, it shows the woman drink the product and then her having energy to hug her child, and in the modern advert it shows them drinking the product and then partying. They also both use slogans to promote the product further.
Because of the gap in time between both adverts – 80’s and 2014 – the technology used is much different. For example, the camera quality is much different. The 80’s Lucozade advert it is more pixelated and blurry than in the modern advert as back then they did not have as high quality high definition cameras as we do today. The editing is different as back then using cuts and fancy editing techniques was more difficult so could not be used so much as in the modern advert, so this is also a comparable difference. The sound quality is also not the same as we have better microphones and recording studios than they did back in the 80’s when the older advert was filmed.
Through Vance Packard’s theory of advertisement techniques, we can see that the older 80s advert and the modern advert use a few methods to grab the attention of their target audience. The target audience has changed for Lucozade so the methods used are different in each advert. The target audience used to be grown ups who are looking for medicine as the product was used as a medicine instead of a beverage back then. Now the product is a beverage aimed at young people. In the first advert – the older 80’s one, methods used are nostalgia and sense appeal. The nostalgia is used when the woman refers to buying the product previously, and the sense appeal is used when showing the product being poured. In the modern 2014 advert, methods that are used are bandwagon. This is used when showing large amounts of people consuming the product and makes it look like the product is why they are all together and all happy – you can be this happy if you buy the product.
Editing Techniques and Camerawork
The editing techniques in both adverts are very different. In the older advert, there are far less cuts and the length of the shots are much longer. The editing techniques used are techniques such as cuts, dissolve, and fade which do little to speed up the pace of the advert. The advert is mainly shots that are long in time length and long shots and close ups/extreme close ups of the product.
In the modern advert, the edits are far more frequent and chaotic. There are a large number of cuts and jump cuts, and the shots vary in position from long shots, close ups, tracking shots, and mid shots. There is also a contrast in the shots and editing – there will be a longer shot and then a shorter one, and the advert goes to slow motion at certain points and then returns to a faster pace.
However a similarity between the two adverts is that they both use text at the end of the advert. The previously aired advert uses text for a slogan and the modern one of 2014 uses it for a slogan and the brand logo. In addition to this they both use voice over.
In conclusion we can see that some features of the adverts are similar, such as some editing techniques and codes and conventions. We can also see that there are differences through methods, technology used and editing techniques.