Comparing 2 adverts

BusterTheBoxer: https://www.youtube.com/watch?v=4qo27xcVS5I

Sainsbury 1914: https://www.youtube.com/watch?v=NWF2JBb1bvM&t=52s

Comparison of a range of communication methods used to create meaning in advertising productions

Many advertisements use a range of different communication methods to create different meanings in advertising. This is because different advertisements have different target audiences so they use the communication method that is needed in order to target their audience. For example the John Lewis adverts use a range of communication methods to create meaning. An example of a John Lewis advert is BusterTheBoxer ad. John Lewis are most famous for their music so instantly when the ad starts playing sad, emotional but relaxing music begins to play which sets the mood for the video instantly. This is use of pathos which means that the ad is giving out some sort of emotion in this case it’s a sad emotion. Later in the advertisement different communication method is used to create a meaning and purpose. Slow motion is used when the foxes are jumping on the trampoline. This is because they are trying to convey the enjoyment on the foxes face and show that anyone including animals can enjoy the purpose of Christmas and they can also enjoy gifts that are given for Christmas and not just people.  Also, while they are enjoying themselves and bouncing about slow motion is used again but this time slow motion zoom in on the dogs face. A close zoom in on the dogs face in slow motion is a great communication method. This is because the audience can easily see the emotion on the dogs face and can clearly see the dog is sad and feels left out. This impacts the audience because they feel sympathy and they may get their pets more involved in Christmas time as the use of communication method has successfully communicated with them. Furthermore, the use of sound is important because the dog crying is again the use of pathos because it gives a sad feeling to the audience and they would again feel even more sympathy for the dog that is being left out.  After that scene a wide shot of the sky is taken which shows the next morning and the sun is shining nice and bright. This instantly changes the mood to sad to a bit happy as its refreshing and a positive feeling. This communication method is still pathos because it is still an emotion but it’s happy. Also, the little girl then wakes up on Christmas morning and is really happy which emphasises the excitement of Christmas. A long shot is then taken when the dog runs on the trampoline and bounces up and down. This is to show the whole trampoline with the snow laying everywhere and just to show the whole happy image. Close ups are taken of the dogs face as he is now really happy that he gets to use the trampoline, also there is a bark sound as he is really happy. This is pathos and a great communication method as the long shot, sound and the overall scene of the trampoline and dog gives a positive and happy emotion the audience. They will also feel alerted because they will feel that gifts should also be shared to animals and not just people. Also I suppose ethos is used because as well as the emotional involved the trampoline is the product that is mainly being shown and used in the ad. Audience may be persuaded to buy a trampoline off John Lewis as they may be emotionally really touched. Finally, at the end of the advertisement a title saying “gifts that everyone will love” is used, this is to again convey that not only people will enjoy gifts but also animals will. This is followed up by a hash tag which is #BusterTheBoxer which is used to spread positivity and the message worldwide.

The next advert I am going to analyse is the 1914 Sainsbury’s Christmas advert. The first shots are set in a trench as the ad is inspired by war back in 1914. At the start the atmosphere is quite relaxing because it’s snowing which highlights the fact it is Christmas. The audience will get the Christmas feel at this very moment. The soldiers begin to sing as it’s a holy night and the singing is used to again set the mood and atmosphere and make everything calm and relaxing.  The characters all seem somewhat emotional as they are in a trench and have been fighting, however as they all look at each other tears begin to come out but they all smile at each other as they somewhat feel relieved. Also, they are dressed in army clothing which includes a hat which also link to the war theme and sets the mood for the advert.  Once they stop singing everything goes quiet and some tense music builds up which completely changes the atmosphere from calm to somewhat tense. Also, the snow stops as another character from another army comes out from the trench. From the first look the audience feel that there is about to be a war as they clearly look like enemies but however they end up making alliances and they get together. Close up shots are taken throughout the advert of the characters, this is because emotion is really important in this ad and the audience are meant to see tears, happiness and mixed emotions on the characters faces. Also, wide shots are taken so the audience is able to see the whole scene with the characters in the snowy background because the snow signifies its Christmas. Throughout the ad we are following the characters so the camera is always on them. Also, when the two armies meet together as well as the music diegetic sound is used which is really important, this is because the two leaders of the armies meet together and introduce themselves followed by saying Merry Christmas. This impacts the audience as they are witnessing two armies which would usually be fighting but on Christmas day they are coming together and sharing gifts with each other. Every character makes alliance and they are all friends, diegetic sound is used again as they all laugh, talk and cheer once they have all met each other. This is emotional because 2 fighting armies come together to respect and enjoy themselves on Christmas day.  Furthermore, wide shots and long shots are taken as they are cheering and playing football, the whole scene is bright and is all white covered in snow. This is pathetic fallacy as the scene and the weather really does represent the characters mood as they are all happy and are all positive. In terms of editing the frames start off really slow and one frame lasts for about 4 seconds, this is to set the mood as everything is relaxed and calm. Later on in the ad when the armies have met each other and are playing football the frames are really fast and last a few seconds, this is to emphasise that everyone is enjoying themselves and time is passing quicker as its believed time goes quickly when you’re enjoying yourself. So the pace starts off slow but transitions to fast as the advertisement progresses.  In terms of demographics, the age range is pretty much anyone, maybe 12+ and who also have a family. This is because the audience who have big families will want to respect each other more and share gifts with each other as they will be emotionally touched by the fact two armies have come together to enjoy Christmas. This ad is targeted to both genders as it really doesn’t matter if you’re male or female, both will be emotionally touched. However this may be targeted to certain religions and people as not everyone celebrates Christmas, for example Muslims, Sikhs etc. However, even though people may be religious and not celebrate Christmas they still could be really emotionally touched as they can see the fact two armies have come together to share gifts and respect each other which may positively influence them to maybe give a gift to someone regardless if they celebrate Christmas. This links to Maslow’s Hierarchy of needs. Esteem is an important one and will have an impact on the audience, this is because they will feel that they need to respect others more as two armies in war have respected each other. They may also gain confidence just to give someone a gift and make someone happy if they don’t usually have the confidence to give a gift. Also, they will be affected in love/belonging. This is because the audience would have watched the ad and feel that they want to respect their family and friends more. They may see the ad as an opportunity to grow and learn to become a better person. Also, what is really important in this ad it isn’t just the emotional feeling but it’s also the product that Sainsbury’s are advertising. In this case it was a chocolate bar and all the profit went to The Royal British Legion which benefited armed forces and their family and friends. The audience may see the product being advertised as really special and they may be persuaded to buy the product and gift it to someone.

Overall, our team will be trying to mimic a John Lewis style advert. This is because we want to emotionally touch the audience in a different way. We want a John Lewis style storyline with a John Lewis type song to set the mood for the advert. So in 60 seconds we want to produce a John Lewis style advert because they are always high quality and they are really famous for making Christmas adverts every year.