Beruflich Dokumente
Kultur Dokumente
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
Advertisement # 1
Description :
2. Teenage Boy
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.
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.
Paramountly song contains some imperatives, and exclamatory sentences such as;
2. I Wonder !
"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.
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 :
Actors : None
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 :
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 :
3. No bullies Around
The lyrics of the song in the background summarises the whole theme of this Commercial and
also promotes it,
1. Mornings Freshness.
3. Originality
4. No additives
etc
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,
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