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A Study of Advertising.

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Introduction

Katy Fearon 10JLs G.C.S.E coursework: Media A Study of Advertising. Advertising, the thing that seems to be wherever you look. The catchy songs from television and radio adverts, the annoying slogans that just wont get out of your head that you read on leaflets and posters, and the abnormal smiles that leer at you from unnaturally cheery face on billboards. You cannot avoid advertising, but how else would we find out that Debenhams have the best ever sale on right now, or know that Schue have the boots you have been dreaming of? Do we really want to live without advertising? But advertising doesn't just promote clothes and shoes. It gives all types of businesses and charities the opportunity to get their business known to the public. Holiday companies advertise parts of countries such as Ireland, Wales and some exotic destinations such as Caribbean cruses and the Bahamas beaches. Central heating companies advertise their reliability and ability for us to depend on them. Companies such as British Gas have adverts showing the quality of its work force. The first aim of any advert is to catch the interest and attention of its audience. Once the advert has done this, it can try to make the product it is advertising sound desirable. Advertising companies will also want their advert to persuade the public to trust the company and their product. Some other types of adverts main aims are to make an impact on people and get an important health or safety message through to them. Just including the products name and a photograph, however artistic it may be, is not always enough to make the product look desirable. Similarly, if the advert is designed to make people think twice about drink driving, it would be useless to have an advert with a blank screen and the words, 'Please don't drink and drive'. Advertisers need to use various methods and techniques to make their advert successful and memorable. ...read more.

Middle

Certain points are picked out that are typical of an airport such as the flight times and the luggage scanner. Airport noises are used in the background to make the setting absolutely clear to the audience. The fact the airport is foreign becomes apparent later as we see the staff uniforms. There are three main characters in this advert. The man is the owner of the jacket and the phone and looks around thirty years old and a successful businessman. I make this assumption because he is smartly dressed in a suit and looks intelligent. This man is used because he is portrayed as the type of person most people would like to be. This is important because the way Nokia has chosen to sell this product is by making people believe that by owning this phone you too can come across to others as a success. The other two characters in the story are two foreign security guards. The fact that the guards are foreign is important because this means there will be little talking in the advert and the silence from the main characters makes this advert successful. If the characters were to talk the attention would be taken away from the important features of the phone. Every story needs a plot and the story in this advert is no different. The story starts with the main character (the man), reading the flight times on a board. At this point in the advert, it is not clear that the timetable is for flight times though, so the setting of the advert is still slightly unknown. The proper location and setting of the advert soon becomes clear as the man puts his jacket onto the scanner belt at the airport. The jacket is scanned in detail and then even closer up. The scanner shows something really unexpected. As the jacket moves through the scanner the screen shows lots of different electrical appliances such as an alarm clock, a watch, a stereo, a camera, and lots of other electrical goods. ...read more.

Conclusion

The only main uses of colour is on the scanner screen, to enhance the image of the camera, the computer keyboard, the watch, alarm clock and other fancy, expensive equipment shown. This has the effect of really drawing in the audience's attention to the curiosity of the situation. The turquoise, yellow, reds, blues and greens that are used really jump out after the dull greys and browns of the man's suit and the guard's uniform. The other main use of colour is right at the end of the advert, when only the phone and Nokia slogan can be seen. The main area of the screen is white, but the writing is bright blue, and at the top and bottom of the screen is a blue or green strip. This image is a lot fresher compared to the dull, sludgy colours of the main advert. The sudden change is abrupt and unexpected, but the colours jump out and the phone looks desirable mounted on the fresh colours. In my opinion, the Nokia 6600 advert is successful because the plot is almost realistic, the camera work is good, the sounds make the setting real, and the colours enhance and contrast. These points make this advert successful in making the phone desirable. The main messages about the product are that the functions are fun and make life easy. This advert is mainly aimed at young adults who wish to be like the man on the advert, but older teenagers might be attracted to the desirable functions. If I made this advert, I would not make many changes, but I would maybe direct the guards to mutter confusion quietly to each other in a different language. I think this advert should be shown from about 6pm until 11pm in the evening, as the target audience is a working person who earns enough money to afford this expensive phone. Throughout the day this target audience will be at work, but in the evening they will be relaxing in front of the telly. ...read more.

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