The main conventions used in Adverts today are:
- Camera angle and Shot
- Iconography
- Editing
- Lighting
- Sound
- Music
- Computer Graphics
- Specials Effects (SFX)
Evian Baby Advert
This is an advert by Evian where still images of people wearing t-shirts with a print of a baby dancing and this changes between each shot and the images cut to the beat of the music. It is a clever and funny advert as the people wearing the t-shirts have different facial expressions which adds to the moves of the baby dancing,Camera angle and shot-
Through the camera angle and shots it makes the advert look unique as it is still frames which change like an animation which gives it a unique animation effect. The impact this has on the audience is almost an illusion of a baby dancing with adult sized head which is creative and funny, this makes the audience more curious and is something they have not seen before.
Editing-
Through the editing it has an impact on the audience as the cuts are fast and it cuts to the beat which makes it look fast and edgy, which connotes the advert is meant to look active and energetic. This shows that the product will make you more active and energetic if you buy their product. This also has an impact on the audience to buy the product as it gives the message to people that the product will keep you active and hydrated. Also the advert represents the product in a positive light, and when people buy the product they will remember this advert.
Music-
The music used in this advert is well known and the target audience are most likely aware of the music and have heard it before. It is a techno upbeat music which suits the advert and represent it as modern, upbeat, energetic, fun and new. The impact this has on the audience is to change their mood and make them feel apart of the advert by moving to it, and if they drink this product they will be like the people in the advertisement, the drink brings out the
It is clever and unique, funny, active, energetic
Go Compare Advert-
This is an advert by Go Compare which features a famous icon Stephen Hawking, and he is giving news to people that he knows how to create a black hole, a man questions 'What will you do with it'. The next scene is on the Go Compare opera man who is harrassing a couple with his annoying song and they are saved as he is sucked in to a black hole and the scene cuts back to Stephen Hawkings laughing.Special Effects
This advertisement contains special effects during the scene where the Go Compare man is singing to couple. This is when a black hole appears and sucks him in, while he is trying to hold on to a lamp post with his body being sucked in. This has an impact on the audience as it shows the company is professional as they are able to use quality special effects which may make the audience go for this service. Also it shows that the advert is modern and could connote to the audience that this is a new service.
Sound
There is different types of sound used in this advertisement such as the black hole being generated which you hear before it shows, during and after it is gone. This sound effect creates a movie type feel to the scene as this sound effect is quite common. Also a sound effect is used at the end of the advert where the graphics comes in and it makes a jet noise and then slams. This connotes to the audience that the company or service they provide is fast and quick.
Computer Graphics
There is advertisement shown at the end of the advert which shows the company logo and the message they are trying to put across which is 'Saving the nation up to £290 on car insurance'. The graphics comes in with a zoom in effect which comes at the screen. It is shown from a low angle to make it look big and to emphasis he message they are putting across to the audience. The impact this has on the audience is it shows them that the offer is big and what the service provides, and this makes them want to purchase or use the service as they show it as an offer not to miss through big bold typography.
Lighting
The lighting used is quite neutral and natural for the Stephen Hawking scenes as these scenes are meant to be represented as normal. The scene where the Go compare opera man is singing, the lighting change to a dark artificial colour as if it all of a sudden turned cloudy. The lighting effect has an impact of the audience as it makes them think and gets them interested in why the lighting has changed. It makes them more engaged in the scene and what is going on.
