Codes and Conventions

Codes and Conventions of advertisements:

Camera Angle and Shot




This is a Kit Kat advert that was shown on television quite recently, the focus on this advert will be the camera angle and shots used. As we see when the advert starts it is based on an advertisement board that is placed on the pavements around a city. As that is the main aspect the camera needed to ensure that it covered a lot of what is going on. We see there are a lot of long shots and a lot of close ups such as at 0:25 we see a close of the advertisement board and see that it reads 'The person have a break on this seat at 13:07 hrs on 14-09-2013 will win the new Nexus 7 tablet.', this sign encouraged a lot of passerby's to stay on the seat for many hours of the day as we see at 0:36 as a long shot travels through night and day.


SFX




Adverts which contain special effects are the adverts which tend to be memorable for the audience. As they include special effects it adds enjoyment to the audiences viewing. The advert which I chose was perfect in my opinion to demonstrate how special effects are used in adverts. The advert is promoting a new Kia car and it starts off with the car driving in the mountains, at 0:09 we see a helicopter appear in the air with a long shot then a close up of the person that is piloting the copter. It then shoots out a rocket instantly and it sticks to the car and the helicopter picks the car up from the road and it is all now happening in mid air. The man then jumps out of the car and into the water then at 0:26 we see a large figure appear from the water and it has a humanly body shap but it made out of water, it then hits the helicopter and holds the car and sends it up into a spaceship at 0:35 and it flies away to mars where there are many aliens showns a few seconds after. This advert must have really appealed to the audience as it was very good as it contained a great amount of special effects that would have made it enjoyable for the audience.


Lighting



Lighting in an advert is extremely important as it is an aspect that sets the mood for the whole advert, for example, if the lighting was dark it would emphasise a scary or sad mood to the audience and if the lighting was bright it would emphasise a happy and bright mood to the audience. I thought carefully about chosing my advert which I would decide to use, I saw many adverts and this Vodacom advert stuck out to me and the reason for this is because I noticed that the lighting in the advert always reflected on the actors moods, it was sunny in the advert until the 23rd second and throughout this time every actor had a smile on their faces. Then after 0:23 it turned to night time, however even though the sky was dark it couldn't stop them for having a good time as they all still had many many lights on and were all dancing. The fireworks at 0:44 really emphasised the mood as it brought a lot of light to the shots.