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Acknowledgements

The Completion of this Research Report could not have been possible without the counselling of
our concerned teacher Mam Sania, her guidance at every step and stride proved to be fruitful and
supportive. A debt of gratitude to the collective efforts of our Class-representative and all our
Class-fellows, without their efforts and continuous posting-in of related documents, I would have
been heedless of the requisite strucure given for Report-writing. Last but not the least, I would
like to thank my Brother Ranveer Singh, without whose help I would not have been able to get
this document materialized.

Abstract

The purpose of this report is to evaluate and critically analyse a triad of TV Commercial Ads to
study the Social-rooted aspects of these Advertisements. Specific objectives are to extract the
major Theme(idea), Verbal Content(Language or Dialogues), Non-Verbal Content( facial
expressions), Colors, Clothes and Surroundings. This Report aims at deducing the paramount
elements and components of an Advertisement.
The Analysis will be carried out on audio-visual sponsored communication by simple deductive
approach by analysing the Social-resemblance, Persuasive techniques, Lingual Diction(Choice of
Words), the Targetted Audience(including audiences` demographics, psychographics,
geographics), Text(Written Communication), the Publicity Buzz(equating brand name with
common name), Catchy taglines, Contact-Info, Couponing, Voiceovers( background speech),
Semiotics(brand names, logos), Price, Proportional promotion and Advertisement Development
Scale( that either the commercial is domestic, export, multinational or global). Through this
Analysis, the crucial components and critical aspects of these Advertisements are brought to
light.
To acheive this purpose, analysis will be carried out from several aspects.
Introduction to Report

Introduction

Advertising is an audio or visual form of marketing communication that employs an openly


sponsored, nonpersonal message to promote or sell a product, service or idea. Sponsors of
advertising are often businesses who wish to promote their products or services. Advertising is
differentiated from public relations in that an advertiser usually pays for and has control over the
message. It is differentiated from personal selling in that the message is nonpersonal, i.e., not
directed to a particular individual. Advertising is communicated through various mass media,
including old media such as newspapers, magazines, Television, Radio, outdoor advertising or
direct mail; or new media such as search results, blogs, websites or text messages. The actual
presentation of the message in a medium is referred to as an advertisement or "ad". Commercial
ads often seek to generate increased consumption of their products or services through
"branding," which associates a product name or image with certain qualities in the minds of
consumers. On the other hand, ads that intend to elicit an immediate sale are known as direct
response advertising. Non-commercial advertisers who spend money to advertise items other
than a consumer product or service include political parties, interest groups, religious
organizations and governmental agencies. Non-profit organizations may use free modes of
persuasion, such as a public service announcement. Advertising may also be used to reassure
employees or shareholders that a company is viable or successful. While advertising can be seen
as necessary for economic growth, it is not without social costs. Unsolicited commercial e-mail
and other forms of spam have become so prevalent as to have become a major nuisance to users
of these services, as well as being a financial burden on internet service providers. Advertising is
increasingly invading public spaces, such as schools, which some critics argue is a form of child
exploitation. Hence, Advertisement plays paramount role of unparalelled significance in Social-
Networking Industry. Thus, it should be studied, deduced and recognized in all frames of
Soceity.

General Subject Matter


The Aim of this document is to assess and critically examine a series of three TV Commercial
Ads to comprehend their Social-interactiveness with different paradigms of Discourse Analysis.
Specific Objectives Undertaken
Critical Analysis will be encompassing the Verbal and Non-verbal content, theme portrayed, and
Critical Questionary.

Analysis and Findings

Advertisement # 1

Description :

Explain what is being sold in Advertisement #1


CocaCola Soft-drink

Actors : Features two Protagonists :


1. Adolescent Boy

2. Teenage Boy

Adolescent Boy : Antonio Hidalgo, Teenage Boy : Victor Silvester

(Both are Young Celebrities )

Voice-over:
Male Singer :
Tim Bergling (Swedish born 8 September 1989), better known by his stage name Avicii, is a
Swedish musician, DJ, remixer and record producer. Bergling was ranked third on DJ Mag in
2012 and 2013 and has been nominated twice for a Grammy Award, once for his work on
"Sunshine" with David Guetta in 2012 and once for his song "Levels" in 2013.

Critical Analysis and Findings :


Voice-over Analysis : (Verbal Analysis)

The Voice-over is a background Audio-speech that takes over the Visual Communication, and
serves as connotation. The voice-over is read from a script and may be spoken by someone who
appears elsewhere in the production or by a specialist voice talent. It is usually pre-recorded and
placed over the top of a film or video and commonly used in documentaries or news reports to
explain information.

In this Ad of Cocacola Soft-drink, Voice-over in background is of Male character who is


extrinsic to characters in the Ad, and is taken by a singer "Avicii", whose voice-over song in the
background depicts two brothers growing up and is based upon story of "Two brothers growing
up in wartime America". The song is a Country Pop or House genre. The Song tone is smooth,
soothing and engages cherishness. Song uses rhyming scheme, by ending first two lines of each
Quadruple with "-er".

Paramountly song contains some imperatives, and exclamatory sentences such as;

1. Hey Brother ! (also contains Oh Brother ! )

2. I Wonder !

3. Oh, If the sky comes falling down......

Visual-Analysis : (Non-Verbal Analysis)

"An older brother torments his younger brother at every opportunity that presents itself. Messing
up Video-games, taking his pair of headphones from a high shelf and placing them on a higher
shelf and then does a bit of foot-stomping under the dinner table are all parts of growing pain for
a younger brother. But when a group of bullies tries to pick on younger brother and takes his
Cocacola, the older brother intervenes and scares of the bullies( thus folding emotions allude the
softdrink, Cocacola). He tips the bottle of Cocacola his younger is drinking, causing a splash.
Just friendly reminder that only his older brother is allowed to pick on him."
Song and Story evoke a strong feeling of nostalgia. They engender a hard compelling emotion of
restoring fraternities and Brotherhood. It placates and pacifies the daily hustle-bustle emotions
and a soaring feeling of Compassion, benevolence and warmth is inculcated. The Juxtaposition
among tale-faces and intentional troubling of the Elder brother expresses that these simultaneous
actions are done in order strengthen relationships and instill solidarity in Brotherhood.

Targetted Audience Analysis :

This Advertisement targets particularly the Youngster and Adolescents in the Social
Circumference, since the commercial itself contains a teenager and an adolescent. Whereas, this
Ad also targets those people in soceity who spend time introspecting over fraternal relationships.
As the matter of fact, being an Ad, it must be targetted to everyone, every member in audience
contributes an equal of amount of attention, communication and infectivity, since it also uses a
series of playful acts to engulf Audience in its emotional vastness.

Persuasion-Analysis :

“Brotherly Love” captures the unique relationship between brothers, a universal story of love and
conflict. Ultimately the younger brother finds himself without his Coca-Cola. The older brother
comes to his rescue and they enjoy a special moment together.

Reading the feedback like "This makes me wish I had a brother" at Webpages and Social-
networking websites, its apparent that How much persuasive and mind-engrossing an Ad can be,
if a little drop of emotional relationship taps in !

Color Analysis :

The Commercial Ad continuously shows contrast fluctuating the Color-tone between Red and
Dense-brown.

In first Scene, the Boy wears a red-stripped shirt, red-cap,sits beside a red-pillow, playing with a
red-joystick, wheresas his wooden canvas(surrounding with furniture) remains brown-toned,
along with the Sofa, background boards, soft-drink infront etc.

This Contrast alludes the contrast of Red and Brown in Cocacola and thus lures the audience
towards the product.
Advertisement # 2

Description :

Explain what is being sold in Advertisement # 2


Tropicana Orange Juice

Actors : None

Voice-over : Three featured Voiceovers : 1. Two Male 2. One Female

1. Male Voiceover : Elaborator and illustrator

2. Male Voiceover : Part of Commercials` Background Music

3. Female Voiceever : Part of Commercials` Background Music

Critical Analysis and Findings :


In this Advertisement, the analysis will be carried out by narrating the Commercial.

The Advertisement starts with a didactic Scenery of Morning, where a fresh Orange tree is
shown (which is how this advertisement starts to accentuate its product showing fresh-tree of
Orange), the background of this scene is "Early Morning"(Which indirectly refers to Freshness).
The Scene is followed by a background Chipping (Chir-ip) of Sparrow sound (Since its
Morning).

In the Second Scene, the View is moved onto a table that is placed far infront of the tree
(transition from the Natural aesthetical Scenario to Product proportional promoting Visual) , this
table is covered with a White table sheet. On this table, The oranges are stacked in pyramid on a
picnic table in the grove with a 59-oz carton(way of pictorially correlating product with its
quality) are placed adjacently, as the view focus turns, the scene executes, and the Oranges start
bouncing and dancing on the table, jiggling up and down( this morning exuberance and freshness
attracts the audience) , this motion of oranges is vocalized by a male background voiceover and
is then continued to be sung by a female voicover, the song is as captioned, "Good Morning,
Good Morning, ........" (Approximately 12 times ).
All of a sudden, 59-oz carton opens up by itself and all the fresh oranges singing( good morning,
good morning, .....) start hopping into the carton of Tropicana orange juice, instantly, another
male background Voiceover takes in the speech in this portion, and starts elaborating the
product straight-away , "16 Freshly picked oranges squeezed into each carton of Tropicana pure
premium". After this elaboration by Male voiceover , the song continues in background as "Good
Morning, Good Morning, It's great to stay up late, Good Morning, Good Morning to you, When
the band began to play the stars were shinging bright...." and simultaneously the Male Voice-
over again continues to elaborate as, "And Absolutely No space for added sugar, water or
preservatives", and then ends with a Catchy-tagline, "Tropicana, We put the good, in morning."

The Carton shown is having Orange and White Juxtaposition, as was the scene between morning
and oranges, and this carton contains a picure of Orange having a red-white stripped color straw
inserted inside. The Carton also contains the name of the the product, "Tropicana Pure
Premium", and also has a small title caption up-top as, "No Pulp, Original".

Advertisement # 3

Description :

Explain what is being sold in Advertisement #3


RedBull Energy Drink

Actors : Snowboarder Travis Rice

Voice-over: No Background Voice

Critical Analysis and Findings :


Background Music Analysis :

The background music in the commercial "The World of Red Bull" was founded in Antibes in
France in 2000 by the two Frenchmen Nicolas Fromageau and Anthony Gonzalez,
internationally they were known by their title "Unrecorded" in the film "Night Watch" 2002, the
band released their first self-titled album. It was followed by five more, including the official
soundtrack to the film only in 2013 published "Oblivion" and published in 2011 album "Hurry
Results :

Themes/Concepts portrayed in Ad-1:


The First Commercial Advertisement is promoting a Soft-drink, and this promotion is attained by
portraying the emotional and lovely encounters between two brothers, whereas the product itself
is all-over the advertisement, the product is playing a part of "Two to tango grey matter", and
the last scene explains this virtue of the product by portraying theme, in which "Bullies pick the
younger brother over a bottle of Cocacola". This Ad also portrays the following concepts and
ideas :
1. Fraternal Consolidarity

2. Blood to Brother Relationship

3. No bullies Around

4. Self-believing against all odds

5. Privilege over power

The lyrics of the song in the background summarises the whole theme of this Commercial and
also promotes it,

"Hey brother! There's an endless road to rediscover


Oh, if the sky comes falling down, for you
There's nothing in this world I wouldn't do
Hey brother! Do you still believe in one another?

Oh, if the sky comes falling down, for you


There's nothing in this world I wouldn't do
What if I'm far from home?
Oh brother, I will hear you call!
What if I lose it all?
Oh, if the sky comes falling down, for you
There's nothing in this world I wouldn't do....."

Themes/Concepts portrayed in Ad-2:


The Concepts and Ideas portrayed in this Advertisment are that , Orange Juice is fresh and
frigoric, and so is the morning, and helps us revitalize, and energize our body, This
Advertisement portrays following ideas :

1. Mornings Freshness.

2. Purity and preservernace

3. Originality

4. No additives

etc

Themes/Concepts portrayed in Ad-3:


This work should be clear that there are many factors, options and strategies to influence us with
advertising, from which we are not even aware of most. Especially Red Bull this uses very
clever, especially the eliciting of emotions. A clever play between the simple, quiet music and
the impressive recordings have an almost intoxicating effect on the viewer and put him in a
positive mood. By the lack of concrete action, the almost complete absence of language and the
omnipresence of the company logo. This uniqueness combined with the strong emotional effect
is to give the audience the feeling that Red Bull is much more than just an energy drink. The
viewer is the illusion to be any challenge using the drink and being able to realize any dreams
and desires.

Conclusion :
On the basis of Analysis and Findings, several conclusions concerning the Commercial Industry
and its process of getting New and newer ads out. The Analysis and findings indicate that the
Advertisment industry these days has been walking on the wrong foot, the advertisements, these
days have developed apotheotical climactic suspense points, before which no audience can guess
the predictive track-topic of the commercial, commercial needs to have a gradual build-up of
theme, content and canvas. The Major theme idea should be laminated all over the length of the
ad, the verbal content should be less flexible, less predictive but rooted-in-theme. Persuasion is
attained by metaphorically relating the theme with an analogous Canvas and build-up. The theme
and Surroundings should always be coherent in terms of their elucidation. The Ad industry
should keep in mind the Psycho-graphics, Geographics and the demographics in focal point. The
publicity buzz and lingual diction should always be compatible and coherent too.These are some
of the features that are deduced to be absent in Ads recently.

References :

Emerson, L. (2009). Reports. In her Writing guidelines for business students. 4th
ed. South Melbourne,

Vic.: Cengage Learning, p. 34-54.

Ad-1 https://www.youtube.com/watch?v=f2sYXaZnZXE

Ad-2 https://www.youtube.com/watch?v=0xyNNlU4ct8AA

Ad-3 https://www.youtube.com/watch?v=kh29_SERH0Y
Reading Article https://en.wikipedia.org/wiki/Advertising

Appendices :

Transcript

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