Our main product (full advert) has conformed to many of the codes and conventions of advertising. In my earlier research I identified the various codes and conventions of TV advertising as well as well as discovering how they differ in advertisements for energy drinks.
The first convention our advert meets is the use of a song to promote our product. Our advert uses a popular song which will help to make our advert memorable. This means that whenever that song is played there is a chance that viewers of our advert will recall our brand name which could potentially lead to further free advertising or them taking action and buying our product. Not only does our advert use this song it can also be linked to our product as it has the tempo similar to good motivational exercising music. The lyrics can also be linked especially 'I get a feeling that I've never had before' which implies that our product has an effect like no other.
The use of music is just one of many conventions met by our full advert. In TV advertisements it is vital that the viewers know what brand is being advertised. This is especially the case for a new product such as ours in which the brand is unknown and as many shots as possible are required in order to get the brand name known. I feel as though we have met this especially after filming extra footage after receiving feedback from our class. Showing the brand name was met through the slow motion drinking footage, the relay style baton shot towards the end of the advert and the final screen which contains our brand name. The slow motion footage is the longest time the brand name is on screen. This accompanied by the soundtrack in the background helps to make this rememberable and the brand name is the most important aspect that we want viewers to remember. In the relay baton shot not only is the brand name on show but there is also additional text saying 'Prolong Your Workout' which is a tag line used throughout our campaign. This tag line is not especially catchy like many tag lines however it does inform people of what our product provides and also after extensive usage throughout our campaign it will begin to stick in the minds of viewers. The final showing of our brand name is the final screen. By showing it last it is fresh in the memory of the viewers, especially if the advert has been effective at grabbing the attention of the viewer which we feel we achieved.
A convention of energy drink adverts especially is a visual effect that drinking the product will have. We feel that we have met this with our advert and possibly developed it further with the use of colour. By drinking Regenerate the colour is brought back into the advert after it had previously faded away from the advert as a result of the workout. This is our visual aspect that is present in other energy drink advertisements showing the effects the product has on screen. However we developed this further by using the soundtrack to further show the effects of the drink. Before drinking the song is fading until the point where the song is quietest when Regenerate is being drunk. Upon finishing the drink the music returns to the fastest, and loudest part of the song for the final sprint across the bridge.
One aspect of our advert that may differ from the codes and conventions could be the fact that our advert doesn't show the product or information straight away. The reason for this is that the narrative of the advert meant that it was difficult to show the product towards the start. However by the use of such a popular song and the effects of fading the colour from the advert until the drinking takes place we believe that viewers will still be engaged by the time the advert reaches the drink scene. Also by making a shorter advert where the drink is shown much earlier this combats this problem and this is likely to receive the higher audience because it is likely to be shown more often on TV due to cost implications.
Finally applying media theories to our advert we can see that our advert has similar effects to real media texts. The consumer involvement theory is met through getting people to remember of a time where they have felt similar to the actor on screen and as a result take action to prevent it happening to them again. They may also take action by going to our website to view the full advert which means they are more likely to be exposed to Regenerate for longer. Also if the hypodermic needle model is to be believed then we have also achieved success as our advert has visual effects as a result of drinking our energy drink. This would then be absorbed by the viewer and they would bear this in mind when it comes to shopping for energy drinks.
No comments:
Post a Comment