Smith’s dive or “bomb” is the complete opposite of what judges look for in diving contests. In diving contests the judges are usually on the lookout for the complexity of the trick and the lack of splash as well as rigidity in the air. In the advert, the opening pair of divers perform what would be considered a very good dive in an ordinary contest. Smith however performs a dive or “Bomb” which would score very low in an actual diving competition. This is where the concept of no nonsense comes into play. The no nonsense “bomb” is a poolside or holiday dive usually performed by young people due to its simplicity. It is the contrast between this simple dive and the perfected dives of the professionals, which really portrays no nonsense motive of the advert.
Visual techniques.
A television advert is intended to be seen and not read or listened to so it therefore relies very heavily on visuals to try and put forward its message. Often an advert will use a striking image or a series of. Other adverts may use less striking, more subliminal images, and some use an advert in the form of a story or scene. This advert uses a story of a man in a diving contest, what would usually be a very difficult thing. The simplicity of the "bomb" puts forward the no nonsense slogan.
The visuals in the advert reflect those of a diving contest because that is the theme that the advert is based around. The advert displays the name and nationality of the “divers” in green text boxes as well as the scores awarded by the judges to each of the 3 divers. The first is awarded 49.1 by the judges, the second follows with 82.7, and finally John Smith with a perfect 120.the fact that the viewers are seeing an obviously less impressive dive meeting none of the categories required in diving for a good dive shows that, “No Nonsense”, the slogan for the beer is obviously the best. This idea in the viewers mind means that the beer is the best and perfect like the score so therefore they should drink it over a different type of beer.
When Smith performs his "bomb" it is very loose and relaxed rather than tight and concentrated like most performing divers. This bit of the visuals helps to reinforce the point that there is none of the diving nonsense where u focus and get on with it but the idea that it’s all a bit of a laugh and a joke and that it really is simple.
The advert uses many aspects of a diving contest’s visuals to put forward the idea that it is complicated and difficult. The advert also relies on the viewers knowledge of what is required in a diving contest to attain a good mark, and doing the opposite which is simple gets the message across that the advert is trying to put forwards. His "bomb" is what would probably be regarded worldwide as the simplest thing to do into a swimming pool. This irony means the viewer makes the link between the simple dive and the simple “no nonsense” drink.
In the advert John Smith (Peter Kay) is not what would be considered the usual build for a diver. In the advert Smith is a short, morbidly obese, flabby, middle-aged man in a pair of rather loud knee length swim shorts. This image is the complete opposite of a professional diver. A professional diver is stereotypically a tall, well-built, muscular man in his early to mid-twenties. This ironic contradictory image not only adds humour to the advert but puts forwards yet again the idea of simplicity. It gives the impression John Smith is different and so is John Smith’s beer.
Smith’s splash on entry to pool is also put in for a comical effect to back up the idea of difference. Most divers avoid a splash on entry to attain a better mark. This is not the case however with the "bomb". The idea of the "bomb" is to make the biggest splash possible on entry to the water. The splash Smith makes is so big it soaks the entirety of the audience as well as the judges. Then as Smith exits the pool, his shorts fall down revealing his rear-end. This just shows how out of place he is in the diving contest, as well as adding humour to the advert to make it memorable.
Use of verbal techniques
Television adverts require sound in most cases in the form of music or dialogue to put forward their message, but in some cases they use silence to put forward the message.
In this advert there are two main verbal techniques used, the commentary in the swimming centre and the commentary on the advert (what would be on a television if it was a televised competition). This really helps to set the scene for the advert. The advert being convincing and authentic makes it more memorable.
Although there is only two people talking in the script, neither of which are on stage, they are entirely necessary to understand the advert.
Use of aural techniques
Adverts often exaggerate sounds to get a point across.
In this advert the sound of Smith jumping on the diving board is obviously over done to show he is a lot larger than the other competitors in the competition. This also adds a comedy effect making the advert memorable, but possibly not as significant as the visual techniques used.
The general public that have turned out to what the diving contest cheering the most for the most simplistic dive or "bomb" shows that the general public like simplicity and would therefore like John Smith’s beer. This suggestion links to the viewer of the advert and puts that idea into their head which would then hopefully make them choose John Smith’s beer over a different brand.
Conclusion
This advert does a very good job of convincing people to buy John Smith’s beer. It is humorous while being real enough to be able to recognise what is meant to be taking place in the advert. It allows people to draw conclusions while being understandable in layman’s terms. It was a very successful series of adverts run by John Smith’s as sales figures showed.