Advert Comparison Report – 2B Improved

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.

Lucozade Advert 1980s

The modern advert I have chosen to use is a 2014 Lucozade advert.

Lucozade 2014 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.

Technology Used

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.

Methods/Processes

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.

Conclusion

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.

Skim and Scan Reading 2 – The Advertising Handbook

Describe the article in as much detail as you can after SKIM reading

  • Advertisers decided to focus on gaining the audience’s attention than selling their product. This received backlash from critics.
  • Some examples of companies that have used this method to gain an audience are Tango and Mazda.
  • However, more companies took to this idea, and tried to challenge TV advert conventions and used ‘real people’.
  • Advertisers now want to use savvy methods of gaining attention, and do this by using even more new media technologies.
  • In the 80s-90s advertisers tried to gain popularity by parodying advertisement.

Describe what you think are the three key points after SCAN reading

  • Over time advertising has become more focused on getting consumers to admire a company’s advertising techniques rather than sell the product, which has faced criticism.
  • Debate over effective advertisement rose and in the 80’s and 90’s they tried different methods to gain the consumers approval
  • Recently the possibility of interactive advertisement has opened up and research has been made

Now that you have read the article in DETAIL, explain what the article is about

The article explains advertising methods used in the past. It says that in the past, advertisement has suffered and the effectiveness of adverts declined in the 1980’s and 1990’s. In recent years advertisers have focused on gaining the audiences attention rather than persuading them to buy into their brand. This is because advertisers believed that the main priority was to provide a unique advert that made their product look original. But this got backlash and crtitics were saying that its no longer about persuading people to want your product, but to make them admire your advertising instead. They also suggested that in advertising the product comes second and the advertising comes first.

This debate on effective advertising became more heated in the 80’s and 90’s because of the fluctuation of money concerns. Agencies would try to get planners and researchers to convince the public that their adverts were effective, but at this point the public had become more savvy about buying into brands. Judie Lannon was the person to point this out in 1993. Since then, agencies have tried different methods of involving the audience in their advertising. For example, in 1994, Tango tried to sell themselves by asking consumers to ring in if they had seen anyone pushing a pirated version of the brand. Another example of this was Mazda who invited viewers to turn the sound up on their television sets to hear the sales message.

In recent years, advertisement has become more invested in new media technologies because it opened up the possibility of interactive advertisement, such as choose what sort of advertisements they’d like to view. Research has been made which suggested that if an advert was interactive it should ‘stimulate and not reflect the consumer’.

Advert Comparison Report

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 convention of TV advertisement. It sets the scene for the audience so they understand the setting. Another convention used in both adverts is that they use close ups of the product. In both adverts they show the lucozade at the end or near the end of the advert which is a convention 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 adverts is voice over which is used in a lot of adverts to describe whats happening on screen or to add additional promotion of the product. Also another convention used in both commercials is that they show the use of the product and the after effect. In the older 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.

Technology Used

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. In the older 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. In addition to this 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. The sound quality is also different as we have better microphones and recording studios than they did back in the 80’s when the older advert was filmed.

Methods/Processes

Through Vance Packard’s theory of advertisement techniques, we can see that both adverts 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, 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 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 similarities between the two adverts is that they both use text at the end of the advert. The older advert uses text for a slogan and the modern one uses it for a slogan and the brand logo. In addition to this they both use voice over.

Conclusion

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.

Skim and Scan Reading 1 – Media Magazine Article

Describe the article in as much detail as you can after SKIM reading

  • The article focuses on explaining how the role of men and women in the fifties has changed, and explains that it was very male dominant. The men were payed more than women for the same job and any major purchases had to be male approved.

Describe what you think are the three key points after SCAN reading

  • 1) That the roles of men and women have changed significantly since the 50’s, and that these roles were often portrayed through advertisements.
  • 2) That the males were dominant over the females and even female targeted adverts were made to be approved by men.
  • 3) Advertisements targeted at men were rarely set in a domestic environment and environments such as pubs or sporting events were a much more favoured setting.

Now that you have read the article in DETAIL, explain what the article is about

The article explains how the roles of men and women have progressed and changed over the decades, from the fifties to the nineties. It explains how in the fifties when TV advertisement started out that it was strongly male dominated. The men would make the most money in the household because the women worked less in order to look after the family, so even adverts targeted at women would feature a man, whether visually or in a voice over. If it was visual the man would often be clean cut, in a suit and in a domestic environment such as a kitchen. The men controlled the money so adverts would be made to appeal to men even if it was targeted at women.

Adverts targeted at men showed the men in a non-domestic setting, such as a pub or sporting event. However, the adverts targeted at men were similar to the ones targeted at women through the men being clean cut, and in suits. Although through the decades the image of men in advertising has changed, from sophisticated Bond style in the 60’s to the caring family guy in the 90’s.

Ender’s Game 40-32 word synopsis

40) In Ender’s Game, Earth has faced previous battles between humanity and aliens. Ender, a 10 year old boy, undergoes training throughout his early life and becomes leader of the next and last battle between humanity and the aliens, defending humanity.

32) In Ender’s Game, Earth faced previous intergalactic battles. Ender, a 10-year-old boy, undergoes training throughout early life and becomes leader of the next and last battle between humanity and aliens, defending humanity.

endersgame  mv5bmjazmzi5otgzml5bml5banbnxkftztgwmtu5mtawmde-_v1_uy1200_cr9006301200_al_