Advertastic

After reading a file about the codes and conventions of advertising provided in the webquest, students have written a summary with the most important ideas. Here are just some examples.

Advertisements are divided in some categories:

1-Mini-Dramas: this is a 30-60 second length ad that introduces characters, presents a conflict and the resolution very quickly.

2-Spokesperson Presentation: in this type of ad a celebrity speaks in a convincing way about the product.

3-Pitch Presentation: in this type of ad, the product is more important than the person who is speaking, so the pitchman is just a man or woman that speaks about the product.

4-Voice-over: in voice over advertisements, the person who is speaking is not seen in the ad, so you just hear his/her voice.

One important thing to consider in advertising is the length of the ads, usually they are 30 seconds long, but recently there are some 15 seconds long ads which make a big compression of the story line.

Another elemental purpose of the advert is to show the brand that is being advertised, and there are a lot of ways to do it like showing the brand at the end as a surprise.

An advertisement must have good techno-effects because with a good special-effect you remember the ad, and with that, you remember the brand and the product, and that’s what they want! So a good music and good camera shots are basic things to make a good ad.

Many people consider ads like an art form, they are like little films, with a lot of work behind a simple ad, so the best ads are awarded in many categories: like music, costumes, technical choreography and many more.

Nowadays, ads are part of our current life and some ads become so famous that everyone remembers them.

Manel Bach i Pol Cos

• Categories of TV commercials:

– Mini-dramas: These are small stories with characters, a problem and finally an end which are 30 to 60 seconds long.

– Spokesperson Presentation: these usually involve a celebrity to identify with the product.

– Pitch Presentation: These are like on the old TV where a “pitchman”, who is not a celebrity, speaks about the product.

– Voice-Over: When you hear a voice which you can’t see the reader and usually is a component of the sound track.

• Length:

Originally, commercials were 60 seconds long but the sponsors used the ads for two or more products. So, the commercials became in 30 seconds long and now there are commercials which are 15 seconds long where the time has to be exact.

• Brand/Product identification:

It has to be visible and the commercial can show it at the beginning or at the end to make a surprise.

• Techno-Effects:

Camera angles, camera shots, music, audio, visual, voice-over, special effects, etc.

• Commercials as an Art Form:

Commercials are considered as an art form and they can win prizes about art direction, music, acting, story, set design, animation, costumes, technical, choreography or special effects.

Many television viewers see the commercials to enjoy because they like the choreographies or the special effects and some phrases are used in our live.

Eli Balanyà i Gisela Izquierdo

A. Categories

1. Mini-dramas: A full-range 30-60 second drama that presents characters, conflict and a resolution at breakneck speed. These commercials are at the vey top of production and can be incredibly expensive.

2. Spokesperson Presentation: Involves a celebrity who needs to have an authoritative presence, and an honest delivery.

3. Pitch Presentation: A celebrity or a known character deliver a message about a product. The product is of prime importance and the pitchman supplies the information.

4. Voice-Over: Very used in advertisement. A performer’s voice reads and it’s heard as a major component of the sound track.

B. Length

Originally commercials were 60 seconds. Most modern are 30 seconds but the recent ones are 15 seconds in length. The time element has to be exact.

C. Compression of the Story Line

D. Brand/Product identification: The brand product must be visible in the commercial.

E. Techno-Effects: Camera angles and shots, music, audio, visual, voice-over and special effects.

F. Commercials as an Art Form

Many people consider commercials as an art form because of the creative process which goes into the making, directing and shooting.

Laura Marco i Adriana Moya