Language in adverts

Advertisers use the manipulation of language to create claims that suggest something about their products without directly claiming it to be true. Through this method, consumers are attracted to a product because they infer certain things about the product from its claim even though those things are often not true of the product itself. Companies rely heavily on their slogans, jingles, and advertisements to make a profit and to increase sales for their new product, and the language used in these various forms of media have a huge impact on their effects on the consumer. In his article “The Language of Advertising Claims,” Jeffrey Schrank says that although the use of colour, symbols, and imagery in advertisements can be studied to determine their psychological techniques, the “simplest and most direct way to study ads is through an analysis of the language of the advertising claim,” because all the other aspects of the ad centre around this claim. This paper is going to analyse what it is about these types of claims that appeals to consumers and how the use of specific grammatical structures renders the claims meaningless.

Song Choice

The song I decided to go along with was called 'scouting for girls- she's so lovely' I chose this son because it up lifting and upbeat and has a happy atmosphere to it which could relate to my advert as it happy as she is going out for the night, to enjoy herself. This song lyrics I felt related well as well because when I heard the song I knew I could develop and adapt my advert shots to the beat of the song.

Editing my advert

During editing my TV advert I used Windows live movie maker, it's a good editing programme to use it has the basic segments. So I could split and trim certain parts of the advert, I could also put in my selected song choice as the back ground and I could also use the voice over to be able to put at the end of my adverts so I could say the products name and tag.

I used many different techniques throughout the process of editing my advert I used slow and fast motion techniques. I used these in the sections where the girl is getting ready to go out and it changing her clothes and I used a fast motion when the girl is tieing up her shoe laces. The start of the advert I used fast cuts interlinked with the music beats, an for each beat I cut away to a different shot of things in the room such as make up, jewellery and teddies setting the scene of the representation of a  girls room.

This helped me to carry on with the process of fitting the scenes to the music so I mirrored this technique in some other places throughout the advert. For example when the girl is trying on different outfits I used fast cuts to keep the audience aware and to make sure they don't get bored of the advert to easily. This fits in well with the codes and conventions of TV adverts as you need to keep your audience engaged. Other techniques I used were the captions right at the end of the advert, as it's an advert and the audience by the end need to know the purpose of the advert and see if the outcome is sufficient and has it made an impact on the audience as such. Many adverts choose to keep repeatedly show the brand product name and items as it is said to stick in the audiences mind when they shop. However I choose not to follow that as the characteristics for my advert as perfume adverts in general are extremely different they are more sophisticated they tell as sort of story rather then keep showing the product over and over again. There are many different types and processes you can take to represent your product.

Towards the start of the advert after I had used the fast cuts to the beat there is a melody section before the lyrics start there I used one shot but on the camera I zoomed out and I held this shot and I edited it so it fit to the music for the advert.

Modern Techniques for advertising

With the huge take off in social media websites within recent years, advertisers have gradually shifted towards promoting their products using this form of media. Increasingly, we are seeing television adverts that are encouraging viewers to 'follow' or become a 'fan' on websites such as Twitter and Facebook.
By accessing the social media websites, fans and followers will be able to get the latest news and information, such as any promotions, or the latest product. Social media sites have the ability for users to be friends with thousands of people, so if one person accesses the page, every single person on that friends list will be able to see that you're interested in that particular product. This style of advertising essentially mimics 'the word of mouth' method', as the product will gradually be spread to other people. As this method of advertising is relatively inexpensive and also reaches a mass audience, it's no wonder that advertisers are favouring this form of marketing opposed to other social media outlets.

People may not realise, but Internet search engine brands such as Google, pass on your Internet search history to a variation of different companies throughout the use of the Internet. This way advertisements can be tailored to your browsing history, which will result in more advertisements related to what you searched for which is what we have in more modern times.

These two advertising methods are extremely effective compared to television marketing as they completely narrow down their target audience. Someone is more likely to purchase an item if they are already looking for it on the internet.

Market Research

I created this survey so I could gather so feedback on what people actually thought about adverts. 

Story Board

These are some shots of my storyboard which I created so i could follow a step by step process of what to do when filming. This became very helpful as in the planning my Advert process i made small notes at the bottom of the boxes stating which shot to use and what props i needed in that particular shot. This helped me in the filming and editing part as i knew what I originally developed my idea from and I could change it if I felt possible.  

Having a storyboard helped develop my idea more as I kept going back to it while planning,filming and editing seeing if i needed to make any improvements or if I got slightly confused in what i was doing so i looked back at my storyboard to get back on track.

Brainstorming

This is where I listed and brain stormed ideas that I needed to consider for my advert such as locations and props. Considering different strategies I could use also considering different shots and wrote them down as a reminder of what I needed to accomplish.