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
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 be able to soon speak, and finally brings up information about joining the NHS as a nurse.
The fiat Punto advert appeals mainly to young people who want to have fun. The use of realistic young couples arguing means other young couples can relate to the advert. The couple in the advert are also show as fashionable, exciting and glamorous to make people believes that if they buy the car then they would be like the couple shown in the advert. Whereas the NHS ad, though set-up in a realistic situation like the Fiat ad, it is more mature and less exciting than the Fiat ad. It tries to appeal to peoples caring side by putting the audience in the nurses position and tries to show that there is job satisfaction of helping people. This advert is particularly aimed at women since they used a female voice as the nurse.
Both adverts establish a setting that either appeals to the audience or helps sell the product. The NHS adverts opens to a young teenaged girl, laying down on a hospital bed, with a heart monitor bleeping in the background. Only dietetic sound, such as people talking, phones ringing, plates or other objects clashing can all be heard in the background. All the lighting is focused on the girl and the background is out of focus, so the audience can not be distracted by anything.
The setting for the NHS advert and the way it is filmed sells its product by using a realistic setting, which is a girl in a hospital beg, who can not speak, but with nurse help she can. The way they time the narrative of the advert shows they are looking for patient people. IT shows us the girl and after a long period of time, asks the audience, ‘Lost your patients?’ The advert confronts the viewer with the reality of the scene and uses the heart monitor to symbolise the balance of life and death and shows how individual nurses can make a difference.
In the car advert we have a much more believable setting because it is set in a large city with numerous people hanging around shops, bars or cages. It also has other cars driving about. As the couple in the ad are driving they stop at a traffic light, which shows realism. Whereas the NHS advert is more symbolic of a hospital. We only see the girl in a darkened room, and in most hospital all areas are bright and crowded. Unlike the NHS advert, the car ad is set in daytime in natural light.
The use of a couple adds to the realism as well as giving the audience something to relate to. Also, the man staring at other women makes the ad more realistic. However, the woman kissing a stranger lowers the realism factor since someone’s girlfriend kissing a stranger in front of her boyfriend, with both laughing about it, would not likely happen in a real life situation.
The setting in the car advert helps sell the product by appealing to a particular type of person, the use of a large city, a woman driver, who is in control throughout, to make it appeal to city women, by displaying the car as being a city car.
In advert 1, the NHS advert, the characters are represented in different ways, the first character is a young teenaged girl, in a green hospital gown, the other is a older woman nurse, who’s performance is judged on her voice as we never see her. They represent the girl as being a young sick patient, who is unable to speak, this is done to create sympathy for her as well as to make her performance engaging. The older nurse is represented by voice as being motherly, caring and patient.
In advert 2, the Car ad, the characters are represented as being fun-loving, easy going, realistic boyfriend-girlfriend couple. They use a woman driver to represent the woman as being independent and in control.
Technology is used to help make an advert effect. In the NHS, the close up helps make the advert effective because the draws attention to the girl, it creates a scene of anticipation within the viewer to see if she will talk.
In the car ad the close up shot of the woman in the car shows her independence and that she is in control. The tracking shot of the car gives the audience a sense they are there.
While the NHS advert uses only 1 camera shot in order to keep focus on the girl. Whereas the car ad uses 30 shots to reflect the fun and practical nature of the car as well as to display the car from different angles to advertise it.
Sound is used effectively in both adverts. In the NHS ad there is only diagetic sounds such as the rattling of the trays, muffled voices, and a heart monitor, which is symbolic of the hospital and tells us we are in a hospital environment. Nurse Robinson talking to the patient over powers the background noise. It is not just the strongest sound in the ad, it is also the most powerful thing for the girl.
In advert 2, the main sound is the song ‘Watch the Girls go by’ which sets the fun-loving mood/atmosphere and the stone of the ad. The conversation does not take away from the mood created by the sound track, making the conversation disposable and not necessary for our understanding of the ad. Ad 2’s main sound feature is non-digetic unlike advert 1, which is all realistic sounds.
A slogan is a memorable phrase used in advertising. It usually contains an idea that is associated with the product. The car ad’s slogan is ‘Spirito De Punto’. I think it is a good slogan because it sums everything that has happened to being down to the spirit of the car. .
The NHS slogan is the ‘The NHS needs new nurses’ this slogan sums up the NHS current situation in one sentence and their need for more staff.
Overall, I think the car ad is the most effective at persuading people to get the product with its use of fast paced editing and the way they use the camera shots to display the car from many different angles. It is a fun and exciting advert that is effective in promoting the product. It also had more of a lot then the NHS ad, but yet was easy to follow and didn’t require any dialogue to understand.
The perfect setting, with bright weather, inner city, and use of young actors reflects the cars perfectness.