Both adverts use different auditory effects to boost their appeal and to subconsciously add tension or drama. In Guinness: Surfer, the background music gradually gets louder, in a crescendo. This gives a feeling of mounting tension, perhaps reflecting the long wait that the man has had for the ‘big wave’. This also helps to concentrate the reader’s attention, and builds anxiety in the viewer from an early stage. The music used mimics a heartbeat and a clock, with the monotonous rhythm of “tick follow tock, follow tick…” This serves to add to the tension. Another practice used is silence. This, when coupled with the crescendo of the heartbeat adds huge anxiety but also expectation to the viewer. The voiceover used is in a deep, manly voice. This adds to the macho attitudes promoted by the content of the advert, creating strong feelings of desires and ambitions. The accent is ‘estuary’ English, with also some Scottish, adding universality to the voice and the language used is monotonous and simple, in correlation with the simplistic goal of the man.
The John Smiths: Diver is rather different in its use of auditory effects. There are few employed, as the advert tries to be memorable by humour rather than more subtle methods. Because the advert is a parody of a diving championship, the auditory methods used try to mimic that scenario. The voiceover used is plain and nondescript, as would be expected with the commentators used at events, and there is no music used. However, there is the expression said at the end of the advert, “top bombing”, which attempts to stick in the mind of the viewer.
In Guinness: Surfer, visual techniques are used to both to add simplicity to the advert, and conversely to show the power of the waves. There is only a little print at the end, and coupled with the aforementioned silence, this adds to this unfussiness of the advert. The most powerful tool employed to make the advert as simple as possible is the lack of colour. This reflects the mind of the surfer, he has one goal, and everything else is of no importance. The viewer can therefore see inside the mind of the surfer, adding to the feeling of awe and admiration. There is also another angle to the black-and-white text. Guinness is a black and white drink, so this technique also relates to the drink that it is trying to promote. There is also the horses flowing out of the water, this will be explained in more depth later. In contrast to this, visual techniques are not used in John Smiths: Diver. This is because they would not be appropriate for the setting that is trying to be promoted.
One of the most striking visual features of Guinness: Surfer is the horses flowing out of the waves. This takes its inspiration from a painting by Walter Crane of white horses galloping through the waves. As well as appealing to lovers of his work, the less knowledgeable viewer could as easily admire the intense power and intensity of the horses, giving the advert a universal appeal. Another source for inspiration for the advert was the book “Moby Dick” by Herman Melville. This is a story about a man called Ahab who tries to kill a whale. The story in the advert reflects this, as the character is also called Ahab, who has waited all his life for a big wave instead of a whale. Although this reference is interest to some viewers, most people would not comprehend this, so why use it? The same could be said for the use of a Crane painting, a subtle and appealing reference, but would most viewers not appreciate this? John Smiths: Diver does not even attempt at such intricate devices, it is much more simple. This may perhaps the reason why its success has not been as long term or universal as Guinness: Surfer.
The structure of the adverts is often a source for variation. However, in this case, the two adverts are very similar; their patterns are linear. In Guinness: Surfer, the advert basically follows the story in a simple chronological order. This adds to the simplicity of the advert, which contrasts with other complexities. This is the same for John Smiths: Diver, although the makers used the simple linear structure to keep the advert as straightforward, and therefore as funny, as possible.
In conclusion, both the adverts I have studied have been applauded for their excellence and skill. The sheer fact that most of the population would recognise these adverts means that they have been successful in doing what they set out to do, sell beer. However, I feel that Guinness: Surfer has been the more profitable of the two, as it has more facets to it, rather than simply humour, as in John Smiths: Diver. Guinness: Surfer uses visual, auditory and other techniques to make it one of the most well known adverts ever made. While John Smiths: Diver is still memorable, it is so for fewer reasons, chiefly the lack of features, other than the humour. I believe that these sentiments have been echoed by the recent poll, where it was voted the greatest advert of all time. High praise, but was it as well appreciated by the public as it was by academics? These intellectuals could see its beauty in reference to books and art, rather than the simple beauty of horses. Did the producers make it overcomplicated for the average man?
