Compare the Market/Compare the Meerkat
https://www.youtube.com/watch?v=M0mXUC0cUPg
About the advert there is meerkat that presents it, his name is Aleksandr Orlov.
In one of the scenes the meerkat is standing between two boards one says"FOR COURAGEOUS MEERKATS" and on the other one it says "FOR CHEAP CAR INSURANCE". This could suggest that people who drive can pay their car insurances for cheaper.
Form of Advert
The form of the advert is anti realist, because there is animated meerkat dressed wealthy. However, the setting makes it realistic, because it is set in a real life house and it looks very nice since the meerkat is rich and, also the meerkat uses the laptop on the screen it is showing The Go Compare website which relates to the advert.
There is also some scenes in the advert that the meerkat is speaking directly at the camera to give the audience full attention.
Style of Advert
The advert is surreal the fact, it is a meerkat presenting the advert. For those that drive and pay car insurances will think why there is animated animal in the advert. It is also humorous, because the meerkat is in the advert scene and it would kind of make some people laugh. Also what makes it a little funny is his accent it's a foreign one that would make the audience laugh.
Technical Codes
The props that are in the advert is the main one. The meerkat folding his arms looking posh and wealthy with the meerkat wearing his upper class robe. This could signify that he is rich and possibly has loads of stuff to himself, although he is a meerkat. Also you can also see the background of house is amazingly high class as well.
There are a lot of of close up shots especially at the beginning when the meerkat is presenting the advert. At that moment when the close up shot is introduced to the meerkat known as Aleksandr, the effect it would have on the consumers is that they will feel they are involved too and it will draw them ever so close to the TV advertisement.
The camera cuts to a medium shot of the meerkat and with the background of his house in place to see. The reason they have probably used this shot to catch the background of his house, because it's to maybe show further evidence that the meerkat is very prosperous as you can tell around the house. The stuff he has in his house you would not expect for those that are working class to have these things as such.
The camera then cuts from that scene to the meerkat looking at the laptop. As the camera shot approaches the laptop, it zooms in very slowly towards the laptop to show the full subject and attention of the laptop in detail. They have done this to show the audience that the meerkat has his own laptop and also his own website possibly for those who drive referring to car insurances payments. There is another example of another website for car insurances on the computer this time, to show how much drivers need to save for their car insurances. So for instance, 'SAVE UP TO £300' with comparethemarket.com. This could signify that it would persuade the drivers to save up that amount of money in order to pay for their car insurances for cheap.
In terms of the lighting throughout the advert it is warm lighting. They have done this to create positivity and vibrance to the advert. Due to the fact, the meerkat is very high class and his house looks very exclusive, so the use of warm lighting will present the richness of the meerkat to make the scenery very interesting and obvious.
Selling Techniques
This advert is lifestyle appeal, because it will aspire the audience the fact, it is set in a real life house which looks high class. This could suggest that the meerkat is rich, although he is animal. The meerkat known as Aleksandr Orlov is basically an celebrity endorsement, because he has been in many different adverts relating to car insurances. Therefore the target audience will recognise him now and in the future.
Characteristics of Product
The whole point of this advert is trying to persuade the target audience that they can pay their car insurances for cheaper. Nowadays to pay insurances for your car is really expensive and it relates to a lifestyle situation. This would aim at target audience for those that drive.
Asda Christmas Advert 2012
https://www.youtube.com/watch?v=RHUFZSa7JNc
This advert is about a mother who weighed down all the festive preparations for Christmas. The mother was exhausted struggling to buy presents and tree, decorating the home, wrapping gifts, writing cards and cooking the festive feat. At the same time, the dad and the rest of the family were very much in the background being waited on and having fun.
Form of Advert
This advert is realist, because the advert is set in real life with real human beings. Another reason it is realist is that during the Christmas season everyone would be getting or decorating their Christmas trees. Also other general decorations for example, tinsels - as they are well known for decoration inside peoples houses and also outside as well, to create spark and enthusiasm.
Style of Advert
The advert humorous, because it is funny in certain scenes. So for instance, at the beginning of the advert the lady and her husband are looking at what tree to buy for their Christmas tree. The seller shows the lady a specific tree, but she doesn't like it and prefers another tree that is along the pile. Then her husband frowns his face and that could suggest that he is not really enjoying this and wants to get things done immediately and just go home. It is dramatically humorous in a sort of way, because when the mother organises Christmas preparations for the family she is stressed the fact, she is the only one doing the work most of the time. She also does it in a hurry as well so it can be perfect and done on time as well.
Technical Codes
For the opening scene there is an establishing shot involving the lady, her husband and the salesman who is carrying the Christmas tree, they are all surrounded by other trees. Looking towards the lady and her husband their body language is not open in terms of being excited, because they are standing outside in the cold with their hands in their pockets. Suggesting that the weather is extremely cold and it is winter time. On the top left hand corner there is the 'ASDA' logo in bright light green shadowing the scene. By doing this it further enhances the 'ASDA' advert and it would promote more people to go to ASDA shop there.
The camera cuts to a medium shot of the husband and his wife having trouble fitting their tree into their car. This type of camera shot has been used to show the subject of the wife and husband arguing with each other about tree fitting into the car. Clearly as the audience can see that they are both struggling to fit the tree into the car introduces stress and annoyance for both of them. The wife is trying ever so hard to push the tree into the car and the husband is also trying hard to close car door to make sure the tree can fit into the car perfectly.
There is an immediate close up shot of the mother writing Christmas cards to her family, relatives and friends. Looking at her body language she seems extremely tired as she is getting ready for the Christmas festival and it also shows that she wants to be organised before Christmas Day. Then the scene cuts quickly when the mother is trying to feed her baby, although he is crying so that would strain her even more and this is done in a close up shot to show her emotions again. Then the camera cuts quickly with the mother licking the envelope to seal the Christmas card. She has definitely done a good job sealing the envelopes as you can see by the amount of envelopes she has sealed next to her, will convey that she has been the busiest in the family so far.
Over the shoulder camera shot has been used show the conversation between the wife and the husband communicating with each other about where to place the Christmas tree. The camera cuts quickly between that scene when the wife is undecided what position to place the Christmas tree.
When the camera cuts to the husband he looks really fed up and you can tell by his face expression the fact that, his wife keeps on changing her mind for him to place the Christmas tree.
Later during the advert the mother is wrapping Christmas presents and then audience will notice that she is having a hard time wrapping up the presents. Then immediately in the same scene there is an immediate close up again of the mother looking troubled. The reason they have used this camera shot is to draw her emotions about that fact, she is frustrated about organising everything on time.
Then there is an establishing shot of the mother pushing the trolley and she is with her child. The mother has done loads of shopping for Christmas as we can see in her trolley, she also tells her child to hurry up as this could suggest that she wants to prepare instantly for Christmas once she gets home. They have used an establishing shot, because they wanted to get a camera shot of ASDA to show that they have been shopping in ASDA and to increase the advertisement in different ways.
As advert progresses later on after the mother's hard work of preparations for Christmas. One of her child shouts in joy "IT'S CHRISTMAS!" to show the excitement of the boy. There is a close up shot of the mother as she looks really tired as expected after her willingness to work really hard to arrange everything for Christmas on time.
She is still doing preparations on Christmas. So for example, there is a midshot of the mother laying down the tablecloth on the table as she is preparing for the Christmas dinner that will happen later on. The camera cuts quickly of an extreme close up of her peeling potatoes and they have used this shot to introduce the concentration she has whilst peeling the potatoes, although at that point we as the consumers don't see her face then. Her face eventually appears she looks tired as she woken up from her sleep and she is preparing food straight away and that would strain her a lot, but has to do it for the sake of her family.
Then as she brings the lovely roasted turkey around the Christmas dinner table. The family are really happy about what she has achieved and they all could not wait to start eating. There is midshot of her serving the husband Christmas dinner. The husband looks really chuffed that she has considered him first. This shows that they are committed to each other and they would do anything for each other no matter what situation they go through, before anyone else. The camera cuts from the foods to the lady as she is about sit around the table. However, she has to sit down on the couch whilst the rest of the family are sitting on chairs. There is a close up shot of her husband looking down towards his wife giving that cheeky smile towards her, because she is sitting on the couch and from an audience perspective view it would feel that the mother is not getting enough praise and recognition despite the fact that, she prepared everything single handed. Also from that specific scene everyone including the husband are wearing crowns and she is not that could portray that she is not valued enough in the family, although she is the mother.
The camera cuts to a close up shot of the husband happily raising a toast to his wife for the hard work she has done and everyone also raised their glasses as well. Then the camera cuts to over the shoulder shot towards the wife as she looks pleased everyone recognised her performance as she made sure it was an successful Christmas for her and the family.
As it is coming towards the end of the advert, there is a close up shot of the lady taking off her apron. The apron will signify that she has been busy cooking and serving her family most of the Christmas Day and it will also show that she has been the busiest person out of all on Christmas Day. So for her to take off the apron was real relief for her at that time she can now take a much needed rest. The camera slowly cuts to an establishing shot of the family just relaxing, with TV on and the Christmas tree in the scene. The camera slowly zooms in towards the family, this camera movement has been used to show the subject which is the family and in terms of the mother the only thing is on her mind now is to have a break after a long couple of weeks probably organising Christmas for the family. There is a close up shot of the mother taking a seat on the sofa with a glass of wine in her hand looking pleased with herself that her mission has finally paid off and she is getting what she deserves. The camera zooms out to catch the whole family on scene and then the husband cheekily says "What's for tea love?". The reason he said that is because his wife has been doing a lot of work today on Christmas Day and for the past few weeks without taking any significant breaks.
It says at the end the ASDA sign alongside the slogan which says "Christmas doesn't just happen by magic".
Selling Techniques
This advert is creating a memory of the product, because it is letting the audience know about how fun and enjoyable Christmas is. The good thing about Christmas is that it is the time you spend some much quality time with your family and eat as much Christmas dinner as you can. Also the advert involved ASDA shopping as it will further promote the shop and it will get more people to shop in ASDA since it is one of the top known retail stores in the UK. In the advert in most of the scenes the mother was doing all the work, whereas the rest of the family were just relaxing and doing their own thing. From there this shows that mothers in general do the most work in the family especially when it comes to shopping and cooking as they provide for the family more than fathers. There could some arguments that fathers do contribute a lot however, the mothers do the most work in terms of organisation and multi-tasking.
Characteristics of Product
ASDA is the UK's second largest supermarket behind Tesco with a market share of 16.9 percent versus Tesco's 30.5 percent is entering a new era. Since ASDA is the second largest supermarket in the UK from that advert it would convince more people to shop in ASDA as it is one of the best supermarkets.
One Child
https://www.youtube.com/watch?v=99pQ0KJfdoE
This advert is a documentary advert of 6.9 million of children under five that die every year from illnesses that we know how to prevent, such as diarrhoea and pneumonia. Nowadays in the 21st century this is hugely wrong.
Form of Advert
The form of the advert is documentary. The reason being is that it is an emotional advert and nobody especially children five years old should go through an awful experience like that. In terms of the audience the advert is telling us of ways to help these children.
Style of Advert
This advert is definitely dramatic, because in terms of the tone it is really low and emotional, because of the children that are suffering with diarrhoea and pneumonia. This is a real serious matter these children deserve to live better lives such as going to school, getting suitable jobs and then have a family than being awfully hurt.
Technical Codes
For the opening scene of the advert starts off with a close up shot of the little boy who is looking sad heavily due to the illness he has suffered, it could be diarrhoea or pneumonia. The little boy has a big fat plaster on the side of his head and looking at some parts of his body he is not in healthy condition at all. So for instance, his arms are very much skinny and that is a bad sign for a child in terms of growing up process. This camera shot has been introduced to draw the audience's attention straight away as this advert is creating emotion and upsetting one. Therefore that particular scene of the little boy would persuade us to help these children immediately.
An extreme close up of the little boy has been used to draw huge emotions towards the audience. This camera shot will show us that how much the little boy is suffering so much that he does not deserve to live a life like this at his age. We as the consumers will feel a lot of sympathy for the boy a lot! Also when the audience look into his eyes some of them might want to cry as well.
The camera slowly cuts to the next scene when there is another close up shot of another child that is lying down on bed. They have also used this camera shot to also create emotion as well. The child is lying down on bed, but he or she is not in good condition as you can look closely to the child's hand it is wrapped up by using a plaster. In terms of the setting and props the child is using the quilt to keep him or herself warm however, the quilt is not warm enough for the child especially the condition he or she is in. From an audience perspective view that child should be using a nice heavy warm quilt to keep him or herself warm. The environment around the child is not a good place to be in, so that would further enhance the awareness of the child.
Later on the advert starts to become positive in a sort of way, because one of the doctors that is part of the company 'SaveTheChildren' arrives helping out a child that has been utterly ill and the child is being assisted for help alongside his mother. This is done creating a over shoulder shot to show the consumers that for those children who are suffering with diarrhoea and pneumonia can be treated well and slowly become better. Also the setting looks very suitable where a child can get highly good treatment from the helper.
Then there is an extreme close up of the same child that has recently been treated. The helper is holding the child's hand and this could suggest that by the helper bonding with the child is a good sign in terms of having a good relationship and it will make the child happy.
There is an extreme close up of the boy who seems satisfied with the food he is eating. This shows that this child is being provided well and that is good.
There is a close up shot of this child that is in desperate need of help and he looks in bad condition in terms of his health.
It says 'NO CHILD BORN TO DIE'
'GIVE JUST £2 A MONTH'
This would appeal to the audiences thoughts and feelings and it would persuade the audience to give in £2.
Selling Techniques
This advert is creating emotional response due to the fact, these children are suffering badly and they must live a good life. This advert is basically telling us as the consumers that we must do something immediately before it gets worse for these children.
Characteristics of Product
This advert has a logo which is called SAVETHECHILDREN. Towards the end of the advert it has the number to ring them which is 08000353800 and to go on their email is savethechildren.org.uk. From there it would tell you more stuff about how to save these children from suffering from diarrhoea and pneumonia.
