Analyse television adverts - conventions

Use of the camera - cinematic (graphic) camera shots:

  • Extreme close up (ECU) - a small section of an object or character
  • Close up (CU) - neck and face 
  • Long shot (LS) - whole body is visible 
  • Wide shot (WS)
  • Medium shot (MS)
  • Point of view shot (POV)
  • Low angle - puts character in power position and makes viewers feel inferior
  • High angle - makes character seem vulnerable and puts viewer in power position
  • Over the shoulder (OTS)
moving image:
  • text - font chosen is important 
  • social media links - synergy 
  • hashtags
  • call to action - what is the ad urging viewers to do
  • logo
  • slogan
  • colour scheme
  • music
  • characters
  • storyline
what makes a good print ad?
  • clear and effective image 
  • memorable - emotional, informative 
  • slogan/ catchphrase/ tagline - entice audience, stick in head
  • persuasive language 
  • clear language - to the point 
  • appropriate font - typeface, sans-serif/serif
  • colour scheme - ideally 3/4
  • clear layout
  • name of product
  • website
  • brand identity - logo, name of brand/company
  • eye catching
Coca Cola print ad: 

 


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