The two adverts that I have analysed are: an advert for the NHS which is trying to recruit new nurses and re=hire former nurses with the promise of a higher pay. And a advert for Fiat Punto which is trying to attract people

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                Simon Hards

                11T

What Different Techniques are used to make the television adverts effective?

The two adverts that I have analysed are: an advert for the NHS which is trying to recruit new nurses and re=hire former nurses with the promise of a higher pay. And a advert for Fiat Punto which is trying to attract people and persuade them to purchase their car.

        They used narrative, representation and film techniques such as mise-en-scene and sound to make them effective. If an advert is effective it will appeal to its targeted audience.

        The two adverts I analysed have different purposes. The purpose of the NHS advert is to prove/show that nurses make a difference and also by proving this and giving offers of higher pay in order to attract new nurses and try to get back old ones. However, the purpose of the Fiat Punto ad is to try and attract people to buy their car, the Fiat Punto.

        The target audience for the Fiat Punto advert is young women, it is more aimed at the young city-going women. The advert tries to show women in control so to appeal women who like to be in control of their lives rather than just going along for the ride. Whereas the NHS advert targets older women, possibly mothers or former nurses, or just those with a caring nature, to attract them into or back to nursing with claims of increased pay.

        Both adverts use the concept of narrative to get the audience interested in the advert and make it effective. Narrative refers to the basic structure of the two adverts which follows the five point narrative structure: Exposition, development, complication, climax and resolution.

        The Fiat ad starts with loud, non-digetic music, but the main point of interest within the advert is the car with a female driver and a male passenger. As the advert develops it becomes clear that the man is looking at the other women they pass. It becomes complicated as she notices what her boyfriend is doing and it reaches its climax when she pulls over and signals to a man to come over and kisses him. It ends with them driving away with the man agreeing to not stare at other women.

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        This advert is a more fun, non0serious advert, loud and playful with a happy mood whereas the narrative of the NHS ad is simple, in order to make a strong serious point.

        The NHS advert begins with a close up shot of a teenaged girl, as it develops we realize she is unable to speak, it goes on to say, via text not narrative speech, that she wants to talk. Towards the end we hear the voice a woman, yet still the camera remains focused on the teenaged girl, and it ends with saying that with nurses help, she will ...

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