Analysing TV and Print Adverts

7/25/2019 Analysing TV and Print Adverts

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Analysing TV and Print

Adverts

By Hasina


2/25

Heinz Ketchup TV advert

https://www.youtube.co/w

atch!v"#$%P&'Ko()s
https://www.youtube.com/watch?v=OCGPQUKo9Wshttps://www.youtube.com/watch?v=OCGPQUKo9Wshttps://www.youtube.com/watch?v=OCGPQUKo9Wshttps://www.youtube.com/watch?v=OCGPQUKo9Ws


3/25

*edia +ors, $ineatography$aera -hot Types

$ut in, The cutin used in thisadvert isrepetitive ando the sae

thing wherethe hands arepatting the0etchup bottleon the base.

This repetitivecut in ise1ectivebecause ita0es theaudiencereeber theadvert.

)ide -hot, Thisshot shows thesub2ect3s4 ullbody and you can

also see thelandscape andtheir setting. Thisis e1ectivebecause theaudience can getan understanding

o where thesub2ects are andlin0 it to thep

roduct beingadvertised.

*id -hot, This shot showsthe sub2ect ro head towaist. The product is alsoshown in this shot and

this is e1ective because itshows the sub2ect usingthe product. Thereor theaudience will beconvinced that theproduct is good. Becausethe person is reaching out

or it and is siling whichgives the audience a goodipression o the product.


4/25

*edia +ors, $ineatography$aera Angles

High angle, -hows theaudience the sub2ects andthe setting ro a highangle. This lets theaudience see the setting

clearly and theenvironent around thesub2ect. This is an e1ectiveway to use a high anglebecause it lets theaudience 0now what is

going on and the naturalsetting o it being noraland not 5ction.

6ye,level, This is anangle where thecaera is at a levelthe sae as thehuan eye. This is

e1ective in showingthe audience what thesub2ect loo0s li0e attheir level and what itwould eel li0e i theywere there.


5/25

*edia +ors, $ineatography$aera oveents

Pedestal, The caeraoves vertically to letthe audience see thelandscape o the sceneand the surroundings o

the sub2ect. This ise1ective because itshows the audience thesub2ects oves andtheir size copared tothe settings. Also this

helps the audience seethe sub2ect in detail anda0e out theiroveents.

There are not any oveentsin this advert there are twoPedestal oveents. 7 thin0 the

reason or this is because theadverts wants the audience toocus on the product and theoveents o the sub2ectsinstead o the caeraoveents. 7t is e1ective to usetwo Pedestal oveents

because these oveents areonly used when there is a widelandscape with any people tolet the viewer see the setting.


6/25

*edia +ors, $ineatographyTransitions 36dits4

The ain caera edits/transitions in this advert arecuts. This advert cuts ro di1erent scenes to othersthis is because the advert has a repetitive actionwhere the sub2ects are presenting the product andits purpose. This is e1ective because the audiencewill loo0 at the product ore than the e1ectivenesso the edits. Also the advert uses a lot o cuts toa0e the repetition see clear because using cutsa0es the oveent ast and allows the advert tohave a lot going on in a short aount o tie


7/25

*edia +ors, -ound

8iegetic/9on,8iegetic

8iegetic, 7n this advert there are soe sounds that have notbeen edited. -ounds li0e when there is tal0ing in the

bac0ground or when there are ootsteps. These sounds areeasy to a0e out and you 0now that they are real because

they dont sound di1erent ro what they should sound li0e.

This is e1ective because it a0es the advert that uch orerealistic and engages the audience.

9on,8iegetic, The sound in this advert that are non,diegetic are

sounds li0e the tapping on the 0etchup bottle and theinstruents that start playing in the bac0ground. These sound

are easy to a0e out because they are louder than they shouldbe and you can tell they have been edited. This is e1ectivebecause it brings out the ain point in this case the tappingo the bottle atches the huing because it should be

catchy towards the audience so they reeber it.


8/25

*edia +ors, *ise,6n,-cene

-et and Props

-et, This advert has sets that would lin0 to the product this a0essense because the audience should 0now why they have chosenthese settings. This is clear because the product is 0etchup andthe settings are appropriate or the product. This is e1ectivebecause it shows the viewer what the product is used or and

where it can be used and how useul it is. -oe sets include arestaurant a caping trip in a hot dog stand etc.

Props, #ne ain prop is o course the Product itsel. #therproducts suit the setting and help the audience see the setting asa real set and so the props are things that would be in that sort osetting. +or e;aple in the restaurant there are cups o water

counters chairs and tables. These suit the setting because theyare things you would norally 5nd in a restaurant. This is also thecase or other scenes li0e at the lunch table there are platesnap0ins etc.


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10/25


$ostues and *a0e up

$ostues, The costues are natural and iportant 5ttingthe surroundings and not standing out to uch. They arealso clear in sending out the purpose o the advert. Theonly costue that stands out is the wedding dresses andthey only stand out because o the scene they are inhowever they dont stand out too uch and they areappropriate in this case because they are in a wedding.

*a0e up, The a0e up is all natural even in the case o thewedding the ain point to this advert is showcasing howiportant the product is so the audience is ocused on theproduct and not the characters. This is e1ective becausethe audience will loo0 at the product ore that thecharacters and not thin0 too uch o the characters andwhat they are doing or where they are.


11/25


Acting and 8ialogue

The acting and dialogue in this advert is notuch. 7n act there is no dialogue at all e;ceptro the huing o the tune to =7 yourhappy and you 0now it This is e1ectivebecause it brings out the 0ey point o a way topresent the product.

The acting is clear because o the act that

when soething happens their aciale;pressions suit that position they are in andthey show it clearly because o the e1ectiveacting.


12/25

*edia +ors

Audience

As this advert is totally appropriate or all ages7 thin0 the target audience is universal but thecopany aied it at adults because they arethe ones whod buy it and i they have ailiesor children they would 5nd this product useul.

This advert is very e1ective in catching theaudiences eye because o the huour it bringspeople to see it because it is unny. Theaudience who would li0e to see this advertbecause o the huour would be >(,?@.


13/25

*edia +ors

7nstitutions

The advertising agency that wasinvolved in a0ing this coercialwas $raer,Krasselt. The point or

the was to bring bac0 the waraily eeling o when the productwas 5rst released >?.


14/25

*edia +ors

Cepresentation

This advert shows di1erent representations that couldean one thing to one person and another to soeoneelse. +or e;aple in this advert at the end there is aaily having lunch and where everyone does the sae

thing when using the 0etchup the granda at the endo the table does soething else and ebarrasseshersel. The act that she is taught the right way by ayoung girl ight show di1erent people di1erenteanings. +or e;aple this could ean that the advert

is trying to show the audience that old people dont0now how things wor0 in these ties and how they are=old school eaning they arenDt =up to date with thenew things and technology.


15/25

Heinz Ketchup Print Advert


16/25

$hoice o People

There is no chosen celebrity operson on the advert. There are nopeople on the advert and this is

e1ective because it lets the audienceocus directly on the product and theessage the copany are trying to

e;press.


17/25

$olour

The colours on this advert are chosen to atchthe ain thee o the product 30etchup4 whichis red thereor the ain thee o the advert isthe colour red. This is an e1ective colourbecause it shows the audience that this productis ainly toatoes and as the te;t says at thebotto E9o one grows 0etchup li0e heinzF Thissuggests that their toatoes are the best and

to show this they ade sure their choice ocolour represented that and this engaged theaudience because o the clear bold red colour.


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-logans/)ording

The wording is catchy and a0es the audience thin0about the choice o wording and how it is placed. 7t saysEno one grows ketchupli0e HeinzF The pun here is that noone actually grows 0etchup they grow the toatoes thatare in the 0etchup. )hat the copany has done is theyade the wording lin0 to the iage. They ade it seelogic in a way by choosing that iage to lin0 to theslogan. This is catchy because the audience will thin0about it a lot as it is twisted in words. This is e1ectivebecause it a0es the copany see uniGue because theyare saying no one a0es 0etchup li0e Heinz and thisshows the audience that aybe they should try it and seei it is as good or better than others.


20/25

+ont

The ont o the slogan is not li0e the ont on the product.They are opposite colours because o bac0grounds. Theslogan has a sall bubbly white ont. This stands outbecause this is the only thing e;cept the product on

the advert and it would be ore li0ely that the audiencesees that. This is e1ective because i this is the only te;ton the advert ore people are li0ely to notice it alsobecause it suits the bac0ground and does not clash butstands out even though it is sall. The ont being sall

and bubbly tells us about the target audience and thatthis is a way to attract the. The target audience couldbe young adults or ailies in general where theirchildren have a say in buying their ood.


21/25

Props/$ostues

There are no people on this advertthereor there are no costues.

However there is a ain product in the

iddle o the advert which could be aprop ainly the toato slices that a0eup the 0etchup bottle. This is e1ectivebecause they have been creative in away to not overdo it and also show thatthey have an edge to their product.


22/25

7age size

The size o this iage is wide shot which showsa detailed shot o the ain product whilst alsoshowing the coplete head to toe picture othe product. The reason this shot choice ise1ective is because the audience can now seethe whole doinant iage and also the detailthat the copany wants the to see.


23/25

7age Angle

The angle o this picture is eyelevel so theaudience can see it how they would in real lie ithey bought it. -howing it ro a eye level lets theaudience see it in detail and what it eans as well

as what is happening in the picture.


24/25

Product

The way they have presented this product is auniGue way showing the audience the pac0agingand whatDs inside the bottle by a0ing it loo0li0e the bottle. The picture shows the product

and i you dont loo0 at is closely and in detailyou wouldnt notice that the bottle was ade oslices o toatoes. However the picture is o thebottle including the labels 2ust the bottle is ade

o whatDs inside which a0es the advertinteresting even though it is 2ust a picture o theproduct and it could be boring.


25/25

Product/$opany 9ae

Product nae,Heinz Ketchup

$opany nae, Heinz

The origin o this $opany was by the ounder Henry ohn Heinz who

wor0ed in a pac0aging industry and soon realised he wanted to a0e achange and so he 2oined with his riend in a business that soon wentban0rupt. #nce he ound that out he started a new business with his

brother and cousin both Heinz ailies this was a success and now calledH. Heinz. This shows the audience that this business was successulbecause they wor0ed as a copany with the sae nae 3Heinz4 becausewhen ohn Heinz tried to start a business with his riend it didnt wor0 nowwhen he started it with his aily is was a success. This also shows theaudience that this lin0s to the slogan and shows it has another secreteaning o how their aily grew along with the business when the slogansays words li0e =grows 0etchup li0e Heinz %iving the audience aetaphoric eaning o =no one grows a business li0e the Heinz aily

Analysing TV and Print Adverts

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