P 1 2 Understanding narrative structures of advertisements

P 1. 2 – Understanding narrative structures of advertisements, infomercials and promotional productions Rachael Mc. Clelland

Realist • Realist narratives aim to present the viewer with ‘real life’ scenarios and feel. Realist narratives are used to make the audience feel like they are watching something believable or realistic. • Realist adverts focus on everyday thoughts, facts and concerns of society that can affect many people in everyday life. It uses a realistic narrative to draw attention to the portrayal of realistic events that are occurring all the time. • Examples – Nescafe Gold Blend- Antony Head, Daz – Doorstep Challenge • https: //www. slideshare. net/elliebuchan 9/adverts-structures-andstyles

Anti-realist • Anti-realist narratives aim to present the viewer with a situation or concept that is obviously ‘made-up’ or unreal. These can also be known as formalist narratives Anti-realist narratives usually offer the viewer humour or escapism. • Anti realist adverts are based on unrealistic things such as vampires, aliens etc. They are usually done in a cartoon form in order to portray these features and are done by using special effects. • Examples- Go Compare- Aliens, Citron C 4 - Transformer car. • https: //www. slideshare. net/elliebuchan 9/adverts-structures-andstyles

Flashback • A flashback in an advert takes the viewer from the present and shows a flashback/scene from the past. These adverts use flashbacks in order to tell a story. • An example of this is the Apple Mac advert. It uses a flashback narrative by using the actors in the present talking about the product and then cuts to a scene from the past, using younger actors This creates the flashback narrative. • https: //prezi. com/i 9 ul 4 -0 lzcto/tv-advert-genres-and-narrative-styles/

Documentary • Documentary style adverts attempt to document reality. The documentary style can also be parodied and is sometimes referred to as ‘mockumentary’. • Documentary adverts document real facts, events or social circumstances/concern. They generally have and cause a strong emotional impact and response from the viewer. • Examples- Bob Monkhouse- prostate cancer, Dog Trust – Never put a healthy dog down. • https: //prezi. com/i 9 ul 4 -0 lzcto/tv-advert-genres-and-narrative-styles/ • https: //www. slideshare. net/elliebuchan 9/adverts-structures-and-styles

Animation • The term animation encompasses a wide range of techniques from 2 D images all the way to CGI. Animated images are often used in television advertising so that more fantastic or impossible scenes can be used. • An animated type of advert is commonly used today due to what has been created is vert hard to do in real life. • Examples- Guinness- Evolution, Milky way- Red Car, Blue Car & Twinings advert. • https: //www. slideshare. net/elliebuchan 9/adverts-structures-andstyles

Endings • Ending adverts are either closed at the end of the advert which means that the story is finished OR it can be an open ending which means that there is more of the story to be told. • Open endings can be used to make the advert seem like the storyline is unfinished. • Closed endings are used when the storyline has been told and is finished. • https: //prezi. com/i 9 ul 4 -0 lzcto/tv-advert-genres-and-narrative-styles/

Talking heads • A ‘talking head’ is a television pundit who discusses a specific topic, directly addressing the viewer at home. This set-up is used frequently in C 4 countdown shows such as ‘ 100 best. . ’ • Talking heads adverts are where the subject of the advert is talking/speaking directly to the camera through to the viewer at home. The subject face is usually presented as a close up so that the advert becomes more personal as you are able to connect with the subject via their facial expressions, body language and emotions. • Examples- Vanish & Colgate adverts, Teacher training agency (1997) • https: //prezi. com/i 9 ul 4 -0 lzcto/tv-advert-genres-and-narrative-styles/ • https: //www. slideshare. net/elliebuchan 9/adverts-structures-and-styles

Linear/sequential • A linear or sequential adverts is where the context of the advert has a beginning, middle and end. • A linear or sequential TV adverts storyline is in a corresponding order. They are most simple to understand as their storyline is in the correct order. • Sky broadband is an example of this as it creates a storyline that contains a beginning, middle and end which helps to sell the product as it creates a story behind it. • https: //prezi. com/i 9 ul 4 -0 lzcto/tv-advert-genres-and-narrative-styles/

Journey • A journey advert is where the advert follows someone or something through a journey • A journey narrative of a TV advert shows a storyline that follows the journey of someone/something through the advert. • An example of this is Barclays advert as it shows the journey of life, from where two people met and fell in love. It tries to portray the idea that company will be with you every step of the way. • https: //prezi. com/i 9 ul 4 -0 lzcto/tv-advert-genres-and-narrative-styles/

Series • (Communication arts/broadcasting) a set of radio or television programmes having the same characters and setting but different stories. • Series TV adverts are used by a company, where they promote their different product through the different adverts. Although the product may change the same actors/characters are continuously used. This allows the viewers to follow the storyline and watch as the characters develop. • https: //prezi. com/i 9 ul 4 -0 lzcto/tv-advert-genres-and-narrative-styles/

Surreal • Surreal adverts contain events and story-lines that are so out of the ordinary and unreal that they become memorable and intrigue the viewer/audience. • Surreal adverts are adverts that use a dream like effect that is supposed to engage and amaze the audience to make it memorable. They are adverts that are supposed to make people think wow as they use things that seem out of the ordinary. • https: //prezi. com/i 9 ul 4 -0 lzcto/tv-advert-genres-and-narrative-styles/

Humorous • Humorous adverts are used to make the audience laugh by using content in unusual and unexpected ways. This focuses the attention of the viewer to the advert. As a result the advert can become a talking point between viewers. • By using humour they engage with the target audience, they are therefore making the advert memorable and something to talk about • E. g. Cadburys eyebrow advert • https: //prezi. com/i 9 ul 4 -0 lzcto/tv-advert-genres-and-narrative-styles/

Dramatic • Dramatic adverts use powerful subjects that engage the viewer. The subjects are real and true stories/facts and events that emotionally impact the audience. • Dramatic adverts are used to engage the audience, make them feel sympathetic and sorry for people. They use real life events to show this as it makes people realise how lucky they are and persuades them in helping out others who are less fortunate. • https: //prezi. com/i 9 ul 4 -0 lzcto/tv-advert-genres-and-narrative-styles/

A goal orientated plot • A goal orientated plot advert is where the plot of the advert implies that by using or buying their product the customer/viewer will achieve their goal. • For example, the Lucozade Hydration Test advert is goal orientated. This is because it shows that if you can use this product then it will give you energy to get fit. • https: //prezi. com/i 9 ul 4 -0 lzcto/tv-advert-genres-and-narrative-styles/

Parody • Parody adverts use well known subjects, characters, etc. and imitates them. The adverts are aimed to make people laugh and think back to the original subject of which is now being made fun of. • They are made to make people laugh and to compare the two adverts together. • An example of this is the Citroen spoof advert as it mocks the Citroen C 4 transformer advert. It does this by copying the way the car transforms and starts dancing, however, in the Citroen spoof advert when the car reforms back it breaks and falls apart. • https: //prezi. com/i 9 ul 4 -0 lzcto/tv-advert-genres-and-narrative-styles/