Discussing the More Th>n Insurance advertisements.

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        Statistics tells us that the average person sees about 150 000 television adverts before they have reached the age of 35. Television adverts have been very successful for their ability to impose both visual and auditory effects. They are known for their humour, pity and for their power of persuasion. The potential for advertising through the medium of television was swiftly recognised and a multi-million pound industry was generated.

        I have chosen the ‘More Th>n Insurance’ advert because it is interesting in terms of its simplicity and lack of sophistication, yet its immediate appeal is also interesting. The advert begins with three football fans sitting on the couch, in the lounge, staring blankly at an empty space in the cabinet, where the television should be. Two delivery men come in, put the television in place, plug it in and leave. A football match appears on the television and someone scores, the dog then starts to jump up and down in joy.

This advert was shown on Mondays before ‘Sons and Lovers’, as this was near the time when some form of football was generally shown. This particular advert is one of a series about the firm which all feature ‘Lucky the dog’. The advert takes a simple two part structure which follow-on to the other; before and after the television and delivery men come. In the first part, the moods of the father, son and the dog are depression and boredom. In the second part, their moods change to contented (and in the case of the dog, very happy and excited). The humour employed in this advert is when the dogs leaps around with his football shirt over his head when his team scores. The static location is an ordinary family lounge. The use of natural daylight makes a natural colour set, with a cheerful light green colour. The voiceover begins when the delivery men enter the scene. It is the voice of a male who has an RP (Received Pronunciation) accent. This is very effective: it has authority and is universally understood. The advert appeals to homeowners and appeals to financial and security related aspirations. The effects that have been produced with the camera angles seem to be very effective. In the first part, there is silence at the beginning the as the camera zooms into the empty space and the clock the ticking noise of the clock can be heard, and at every tick the camera pans to the football fans different faces to show their perspective. After each tick it crescendos, then it shows them all sitting in a line looking at the same object. In the second part, just as the delivery men enter the room, some happy, soft, flowing music starts to play in the background.

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The advert is very well structured and uses good effects, but it wouldn’t convince me to buy their product: the lack of description and text doesn’t make this advert as appealing to some.

        The Capital One advert begins with two ordinary looking men coming out of a shop after doing their Christmas shopping. They begin to talk about credit cards and bills and we find out that one is with Capital One and the other isn’t: he’s too lazy to change accounts and thinks about the hassle. We can see a large snowball rolling ...

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