Forms and Conventions: Advertisements (moving image)

The style of adverts can be pretty diverse.  Here are some of the conventions you commonly see:

• Clear, close up images of the product and the brand name
• Images of the product being used
• Non-diegetic sound such as music or a voice over
• Use of a popular song, often in the current chart
• Catchy slogans or taglines
• A narrative that refers to sex or relationships
• An episodic narrative that allows the viewers to follow the story
• Use of a celebrity to endorse the product
• A quirky or unusual concept that does not specifically relate to the product (often used in the hope that the advert will go viral)

Revision Task 1: 

Watch each of these three adverts and make a list of the conventions that you notice.

Cadburys

Coco Madamoiselle

BT

Exam Practise 1:

Watch this advert for Dolce and Gabana "The One" Perfume.  Remember to give specific examples using the correct terminology.

Question:  How does the advert use media language to sell the product?

Please note:  In this type of question, when they use the term “media language” they basically mean the things the audience is expecting to see, ie. the conventions.  They do not just mean text or dialogue.  They could just have easily have said “How does the advert use the conventions of an advert to sell the product” but they like to try and confuse you!