You will need to analyse the technical methods and filmmaking techniques used in the adverts you are studying and how they are used to sell the product to the audience.
These are as follows :
Use of camera ( angles, shot types, movement )
Editing ( use and pace of of cuts/fades etc.)
Lighting ( light/dark , warm/cold)
Sound ( use of music, dialogue and sound effects , sting)
Mis-en-scene and iconography Everything in the scene, especially use of costume, props and setting. See this post for further explanation
SELLING TECHNIQUES
Lifestyle appeal Many adverts will use lifestyle appeal . The main characters in adverts will often be people the target audience wants to become ( wealthy, successful, attractive,thin , happy etc. ) and will therefore link the product to this.
The other ways lifestyle appeal is used in adverts is to create characters that are the same as the target audience...fairly average in appearance/status etc. That way the target audience may feel the product in the advert is for them.
Adverts may also use minor characters who are of lower status or are shown as poor, unattractive, stupid etc. to show the target audience what happens when you don't buy the product, and to contrast effectively with the main character.
Celebrity endorsement This connects with lifestyle appeal as the chosen celebrity should be someone the target audience looks up to , and is usually successful, rich and/or attractive. They should also possess some of the same qualities as the product or link to the product in some way.
Creating memory of brand /product in audience ( using repetition, images, slogan , humour , memorable sting , logo etc.)
Creating emotional response in audience ( guilt, desire, fear, pity, jealousy etc.)
Most adverts will try to provoke an emotional response in their target audience that connects with them personally. Sometimes the advert is explicit and obviously trying to provoke strong emotions, and other times it is more subtle.
Creating overt/hidden messages
An overt message is a clear and explicit message....the story of the advert and the basic content of the advert.
A hidden message is an underlying secret message which the advertisers may not want to state explicitly ( for legal or ethical reasons) but which the audience may pick up e.g If I buy this product I will feel attractive, if I don't buy this product I will look older etc.
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