The purpose of an advert is to showcase a product and it’s features to entice the audience in to buying the product. Codes and conventions of adverts include camera angles and shots, editing, lighting, sound, music, computer graphics and special effects. The codes and conventions of adverts have changed drastically from the pre-digital television adverts to current adverts with the standard of effects, graphics and lighting much better in the modern era .
My first example is an advert from the 1960’s for Hasbro’s game “Pie Face” from the pre digital era. The camera angles and shots used are very basic with medium or close up shots of the actors and the various items such as whipped cream and a sponge prominent throughout this advert, this is used because it gets the point of the game across and is very simple. The editing features multiple cuts with no transitions used, from 0.15 -0.17 a sound effect is used to enhance the cuts and make the advert more interesting. The editing is simple due to the time the advert was made and the lack of editing methods and computers in the 1960’s. The lighting used in this advert is very bright at points such as 0.03-0.05 but looks over saturated throughout, this is due to the camera quality being very poor in the 1960’s compared to the standard of cameras now. There is some background music throughout the advert, the narrator uses this music to time his narration. There are also many foley sounds throughout the advert such as when the pie face machine is being wound up a foley sound sounding like a spring is used which enhances the visuals. There is only one graphic used throughout the advert which is white capital lettering which says “Pie Face” this level of simplicity is due to the resources available in the pre-digital era. No special effects are used in this advert due to the lack of special effects available during the time it was made.
My second example is a Haribo sweets advert from 2016. There are various camera angles and shots used in this advert with medium, close up and two shots all used, there is also a lot of camera movement in this advert a great example of this is 0.12-0.14 where there is a small pan to include another character in the shot. The background and foreground has been thought about in this advert this is shown from 0.02-0.04 where the camera is focused on the characters eating haribo but there is still another character in the foreground. The editing is simple cuts with no transitions but is edited in a way so noting is missed such as at 0.10-0.13 when we watch one of the characters move the sweet on his finger up to his mouth through 3 different shots. The lighting is made to look like daylight as it is set at a train station where they would be waiting outside, this is done with use of artificial lights and post production colour correction to make the advert as realistic as possible. Different foley sounds are used throughout this advert such as the train going past, this is to emphasise what is happening and to keep the advert interesting. A haribo jingle is also used at the end of the advert to make haribo distinct and so the audience will remember the product. All of the dialogue used are voice overs from children that have been used instead of the adults talking , this is to show that haribo sweets are for adults and children and too keep the advert interesting while giving it a distinct feel. The only graphic used is at the end of the advert where it shows a graphic of the haribo bear and a packet of haribo this is to show viewers the bag and entice them to buy haribo.
My final advert is different to the other two as it is an advert for a play for the RSC instead of a commercial game or food item. The camera shots and angles used in this trailer are varied with medium, close up and two shots being the main shots. This trailer is shot differently to the adverts as it is much more cinematic with the shots used and the lighting. The lighting is prominently blue throughout the trailer this is to match with the contact lenses both of the actors wear throughout the advert.there is background music during the advert to enhance the creepy feeling as well as the feeling of danger throughout the trailer. Foley sounds are used when the actors are cutting their arms with the knife, this is to enhance the visuals and to make someone cutting their arm seem more realistic. A computer graphic for the RSC is used at the beginning of the trailer to inform the audience who made the trailer and where the show will be performed. The main purpose of this advert is to give the audience a glimpse in to the Dr Faustus is about and to make them want to see the play at the Royal Shakespeare company.
All three adverts I have analysed are very different in their style. All three adverts use similar shots which are medium, close up and two shots but the haribo advert has a lot of camera movement and the pie face advert uses different angles whereas the Dr Faustus advert uses static shots with conventional angles. The lighting for Dr Faustus and the Haribo advert are both clearly artificial and planned whereas the lighting for the pie face advert has not been planned and was just shot with the natural light in the room. The editing for the pie face and haribo adverts were similar with no transitions just cuts whereas the Dr Faustus advert doesn’t cut very much and has some fades, this is due to the type of adverts with Dr Faustus being a play trailer. The sound is very different with foley sounds prominent in the haribo and pie face adverts but not as much furing the Dr Faustus advert due to haribo and pie face being adverts for a game and sweets.the computer graphics vary largely between the three adverts with the Dr Faustus RSC Graphic being very well made and modern compared to the Haribo graphic which was static but still modern compared to the whit capital letter graphic in the pie face advert due to the pie face advert being from the pre digital era. In conclusion these adverts show huge differences between modern era and pre digital era TV adverts as well as the differences between cinematic play trailers and tv adverts.