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D3 - You have reviewed your self-evaluation making changes to constant beneficial effect.

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D4 – You have critically evaluated your work on your television advertisement production in the context of professional practice with elucidated examples and consistent use of subject terminology.

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D3 – You have produced and imaginative television advertisement to a high technical standard, demonstrating creativity and flair while working independently to professional expectations.

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https://youtu.be/0PrS1FKiApg

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·      2 light boxes

·      Panasonic camera

·      tripod

·      sound recorder

·      light green face paint

·      dark green face paint

·      special effects wax

·      feathers

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Due to our media makeup team failing us last minute, my team had to improvise, therefore we went out and bought some face paints, and some modeling Special FX wax. The following day, our team drafted ideas for Dr Sues style noses, and created one out of the modeling SFX wax. We also spent a few hours looking at grinch makeup tutorials to guarantee that our Grinch, the main focus of the advert, does not look terrible and therefore ruin our advert. We also bought some green feathers to glue onto the grinch to make it look better quality (this will be going on his eyebrows, cheeks and neck, and possibly the hair).

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You have employed forms of address in your media production pitch demonstrating flair and an ability to communicate your ideas with impact.

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You have deployed and managed appropriate technology to pitch your media production proposal with creativity and flair to a near-professional standard.

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You have presented a well-structured and substantial media production report which conveys information with precise use of illustrative examples justifying your conclusions with supporting arguments.

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https://prezi.com/p/oisqxgrv3oxj/

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D2 -  You have successfully originated and developed an idea for a television advertisement displaying creativity and flair while working independently to professional expectations.

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Information extracted from written sources.

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Information extracted from written sources.

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Link to photo of Mind Map: https://drive.google.com/open?id=1vuRwxvOIg8kYYDCEFNJUZA__-8CSsPQc

Pros of Grinch Idea:
- Uses Snickers advert identity and narrative
- Christmas themed makes it relevant
- Upholds a strong target audience to appeal to
- Relatively simple to make, and direct.
- Very few props to be used if the location is chosen well.

Cons of Grinch idea:
- Makeup will be difficult to do for the Grinch
- If location is chosen poorly (not allowed to film at the christmas markets, or coffee shop), then many props will be needed to set the scene

Budget:
Snickers Bar (£1)
Advent Calendar or Mug (£5)
Christmas Clothes (£10)
Grinch Costume (£40)
Camera Hire (£123 per day for a good camera)
Actor/Actress (£20 per person per hour)
Paying for the loss the coffee shop would've made (£15 per hour for each table used to film)
Fake Snow (£70 for 1kg)

Technical Restraints:
The Christmas Markets may be hard to film in, however, settling for a coffee shop would be easier, but be more expensive if we need to pay the coffee shop for their loss.
The grinch costume may be difficult to replicate, and may look cheap if done poorly, risking the main focus of the advert to look bad.
The Christmas atmosphere would crucially rely on snow, which may be difficult to achieve. fake snow may need to be purchased, otherwise, green screen snow wil need to be added.

Focus Group:

Market and Competitor research:
Snickers, owned by the Mars company, do have some competitors. For example, Cadbury Picnic, Reece's NutRageous and Nestle Lion.
-  15 million Snickers are sold per year, making the company $424 million in sales. FOX put Snickers at 3rd most popular candy bar, therefore, there are very few competitiors.
http://www.foxnews.com/food-drink/2015/05/19/americas-favorite-chocolate-candies.html
Those in 2nd and 1st are M&M's and Reece's peanutbutter cups.
Reece's Peanutbutter cups are not sold in normal shops, rather american style shops like Mr.Simms, and M&Ms are not a chocolate bar. The M&Ms adverts visual style is similar to Snickers adverts.
-  It is unclear how many picnics are sold per year, however, the picnic is one of the lesser known cadbury bars, and is mostly sold in Australia, which is not where my target audience is as the "Christmassy Atmosphere" I am portraying is cold, with snow, whereas christmas in Australia occurs in the middle of summer.
-  The target audience for M&Ms are women, as they come in small pellet packaging, whereas Reece's Peanut butter cups are for children. Snickers are more of a mans chocolate due to its advertising style ("Get some nuts" slogan) Brown and blue packaging, and chocolate bar shape. Therefore, the competitors have a different audience, meaning they will have less of an impact on the sale of Snickers.

Legal and Ethical Issues: Code of Practise.
Section Three - Crime, Disorder, Hatred and Abuse
The advert may break this code as if the grinch is seen punching an advent calendar, or smashing a mug, this may be classed as inciting a crime, as it may encourage younger viewers to vandalise/ break things. However, another snickers advert had Mr.T destroying houses with a tank, and stayed an extremely successful commercial. Therefore, the advert will likely pass the regulation as there is no direct encouragement, and does not show harm to anyone in the ad.

Pros of L'Oriel Age Perfect Advert:
- Gives all of the information needed for the product
- Shares the same narrative as L'Oriel adverts, but with a unique twist
- Hardly any props needed for the advert.
- Location is super easy and simple to access and film.

Cons of L'Oriel Age Perfect Advert:
- Comedic genre does not suit the target audience for the product (Middle-Old aged women)=
- Narrative might be too similar to a normal L'Oriel advert, making it uncreative.

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D1 - You have used appropriate techniques to extract comprehensive information from written sources.

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Information extracted from written sources. 

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Information extracted from written sources. 

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Standard Occupation Classification

The Standard Occupation Classification, or SOC, is when the occupation of a person is recorded, and with the data found, cross referenced with another variable, eg, time spent watching TV, to sell a product.
This can be helpful as it reveals masses amounts of data on a target audience.
This example references the newspaper people read compared to their job/ social class.
https://drive.google.com/open?id=1C0ThBQ2eIs7U8J4Pt2opeLbUeHChUcyF

Psychographics
Psychographics is information gathered by a company about people to locate a more detailed target audience. This can be done by asking them more personal questions, like favourite hobbies, attitudes and political opinions, etc.
This can be extremely effective for finding out more about a target audience.
An example of this would be the psychographics view of a 20 year old female, finding out she likes riding bikes, watching romantic movies, and eating Italian.

Geodemographics
Geodemographics is information gathered by a company about certain groups in an area, for example, 90% of people in chester have a gross salary above £20,000. This can also help massively when finding a target audience, or gathering more information on a target audience.

Age

Gender

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This technique is the act of measurement of an audience's population. This can be sold to other companies to find out what attracts an audience by seeing who is most active on which channels at which time etc. Companies will pay masses for this information that can be collected by companies like Facebook, Google, YouTube etc.

Advantages of this technique:
- Extremely useful for gathering info on an audience
-  Sold at high price to companies looking for information.
-  Counts as proof of what makes what popular.

Disadvantages of this technique:
-  Some would consider this a violation of privacy, especially when sold to other companies.
-  If your company is seeking to buy information, this can be very expensive.
- An audience can find it quite annoying when they are bombarded with one type of ad, for example, wedding dress adverts constantly because you were invited to a wedding.

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A questionnaire is a series of questions that can be distributed over the internet, via post, or in person.
Advantages of this technique are:
- Very fast and easy to disperse questionnaire, allowing more time to gather responses and information, making the answers more reliable.
-  Cheaper to send people out to give a questionnaire out than arrange face to face interviews or focus groups
-  Random people answer the questionnaire, making the results more diverse.

Disadvantages of this technique are:
-  Unlike the Face to Face and Focus group, an audience cannot be targeted.
-  People may be reluctant to do a questionnaire, and rush through it, giving inaccurate data.

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The technique of a focus group is when the company asks questions to a group of people, whilst still staying in person, to gather information.

Advantages of this technique are:
-  A variety of answers is given by the group, rather than one per interview.
- Quantitative (Felt/ Thoughtful answers)
- See more people in a shorter space of time.

Disadvantages of this technique are:
- Being in a group can sometimes induce 'peer pressure' making the results of an interview less accurate as some people may be less likely to reveal their answer in a group.

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Information extracted from written sources. 

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Information extracted from written sources. 

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Ofcom is a company that regulates TV and Radio. Like ASA, Ofcom has a set of regulations that an advert needs to pas to be broadcasted. Ofcom also has the power to remove adverts that have been broadcasted too, allowing the audience to send complaints to ofcom to send to the producers of the media.
https://www.ofcom.org.uk/about-ofcom/what-is-ofcom

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D1 – You have comprehensively explained the structure and techniques of television advertising with elucidated examples and consistent use of subject terminology.

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The purpose of an advert is to make you feel a certain way about the product so that you will buy it. Therefore, if an advert has shock value to it, it will stay in the heads of the audience, and make more of an impact next time they are considering needing the product.

Advantages to using this Technique:
-  Shock value makes is memorable
-  Grabs the attention of the viewer if the advert is gory.
- If the advert makes the audience feel guilty, by 'Guilt-tripping' them, this can make them want to buy the product (most likely to donate to a cause).

Disadvantages to using this technique:
- Often can so so gory, that the advert can sometimes receive complains and not be broadcasted.
-  Sometimes can be so upsetting that the audience turn away, or turn off the tele, making a negative impact, rather than a positive one.

For example, THINK drunk driving raising awareness advert
This advert uses a narrator to voice the characters and what's happening. This comes off at first as quite playful with a broad Bolton accent, using slang words like "Spare room", "Lilo" and "Pickin' up". This makes the audience fall into a false sense of security. Therefore, when the advert uses Gory and Graphic special effect makeup after they "Crash the car", this surprises the audience much more, making more of an impact in their mind. There is also a dramatic pause straight after, contrasting to before this, where the narrator filled in the entire advert with noise.
Then, the advert flicks back to a comical narrator, using the slang slogan "Lad's in the doghouse, but alive".
The advert uses dark lighting and gritty sounds to set the genre and realistic narrative. Therefore, the crash on the couch adds a stylistic twist to the advert, making it stand out even more.
The advert finishes with a statistic "A second drink could double your chance of being in a fatal collision".
The sudden gore makes an impact on the audience by using Fear and Concern, especially when the subject seems quite innocent. Usually, something like this would not be aired due to it's ability to distress people, however, due to the advert being for a good cause (To save lives), it is allowed.

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THINK! Drink Drive: In the doghouse #butalive

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THINK! Drink Drive 2015 campaign. This campaign targets those who are tempted to drink 'a couple' before driving and shows how a second drink could double your chance of being in a fatal collision. However, the safest thing to do is to not drink any alcohol before driving.

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Advertising Techniques: Overt Messages and Taglines/ Slogans

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Advertising Techniques: Overt Messages and Taglines/ Slogans

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In advertising, it is important to make your message clear to an audience. Whilst Hidden messaged to make a impact, Overt messages are often more effective than their subliminal counterpart. A good way to do this is by using a tagline, or slogan. This is because it gives a message across to the audience clearly, whilst also gives the company something to be remembered by.
For example, The Budweiser King of Beers ad.
This advert clearly shows a good looking bottle of Budweiser, someone pops the cap off it, and places it upside-down to look like a crown, and then shows the slogan in a bright white font saying "KING OF BEERS" with the Budweiser logo underneath. This sticks in the audience's head, associating the slogan with the product, whilst also connoting kins to be the highest, most important person in a country, making the beer look like the highest most important beer out of all of the others.
The lighting from behind the beer also makes it seem angelic and pure, connoting also that the beer is the best.
Just as the base drops from the song, saying "Let's go", the bottle is opened, associating opening the beer with something exciting and climatic.
Other well known slogans/ Taglines include Good Call (Fosters), The Chicken, The Whole Chicken, And Nothing But The Chicken (KFC), I'm lovin' it (McDonalds).

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The same recipe since 1876. No compromises. That's why they call us the #KingOfBeers

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Advertising Techniques: Solution to a problem

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Advertising Techniques: Solution to a problem

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The technique "Solution to a problem" is where the product shown advertises a solution to a common problem that will relate to the audience, sometimes, creating a problem they didn't even know they had. This sells a product extremely well as it gives the audience a definite incentive to buy a product, and will be reminded to buy one every time they encounter this problem.
For Example, Oral-B Pro Expert toothpaste.
This advert talks about making your teeth 3x as strong, creating the problem that the customer's teeth are weak, and that they need the Oral-B toothpaste to have strong teeth, and not weak, brittle teeth. It also says the toothpaste protects you from sugar acids and damages, suggesting that the audience's teeth is likely to be damaged if they don't buy the toothpaste.
The audience will be reminded of toothpaste twice a day, making the product very sell-able if the problem is being reminded of every time they brush their teeth.
There is a diagram showing a teeth with a large hollow hole in, being filled up with blue gel from the fkhl

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Go Pro with the Oral-B Pro- Expert toothpaste for stronger & Healthier Teeth

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Go Pro with the Oral-B Pro- Expert toothpaste for stronger & Healthier Teeth Starting day 1* *on plaque and enamel erosion, vs. ordinary toothpaste.

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Hidden/ Subliminal messages are used to subconsciously convince and sell the audience the product. The most common way to do this is colour.
For example, The Flash ah-ah dog advert, in which the kitchen, dog and bathroom depicted as white and baby blue, sharing it's colour palette with the flash logo, therefore, when you next see these two colours, subconsciously you will think of the flash product.

The well known theme song for "Flash Gordon" has also been parodied, making the song also imprinted i your mind that when the song's sound comes up, the product will also pop into your mind.

Advantages to using this technique:
-  Easy to use, as colour or small print can be easily incorporated into an advert
- Makes the product memorable, despite the audience not having to consciously remember the product.

Disadvantages to using this technique:
- There's noway of measuring the effectiveness of a subliminal message s it's in the mind.

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Flash Ah-ah Dog #FlashDog 2016 Advert | P&G UK and Ireland

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The quality of new adverts have changed so much from the old ads, especially when it comes to CGI and Special Effects. The ability to make something not there look so real, sometimes we cannot tell, is diffidently a useful tool when making adverts, but CGI didn't alway look like this.

For Example: Kellogg's  Tony The Tiger adverts.
In 2005, Tony the Tiger was a 2D image, with slightly jittery animation, an un-synced mouth compared with his dialogue. He lacked a lot of facial expression and charisma in the way he was presented. The colour palette of Tony also looked out of place and goofy, consisting of fluorescent orange fur, a bright blue nose and a letterbox red scarf. The entire character looked too bright. However, over time, as CGI and special effects have improved, so has the character of Tony the Tiger. In the 2017 advert portraying the character, the mascot is now a 3D image, looking like he fits in with his surroundings. His colour scheme had darkened down, making the tiger more easy to look at, with a darker scarf, and darker fur. The movement of the character is also smoother, and more realistic. On top of this, the expressions are much easier to read on his face, showing his excitement, and determination. Overall this makes the product seem much higher in quality, making the audience much more likely to buy the product.

2005: https://www.youtube.com/watch?v=p8jGdJKsn10
2017: https://www.youtube.com/watch?v=sFyDQcZYD-w

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Parody/ Spoof adverts are adverts that Mock other brands, or their own brand, often by copying another advert of the brand. This creates a certain sense of humour through the advert and makes the intended product look more clever than the mocked product.
An example of this is the Specsavers advert, parodying a Lynx advert, that we looked at in class.

https://www.youtube.com/watch?v=x89xAXHd2l8

This is as in a normal lynx advert when sprayed, the lynx spray has the effect "The Lynx Effect" of making the women follow the man. Specsavers takes advantage of this by portraying hundreds of bikini-clad women running in high heels, with shopping bags and doing their makeup. This connotes that lynx objectifies women to a stereotype.
At the end of the advert, the slogan "The Should've gone to Specsavers effect" even parodies the slogan of the Lynx company, whose slogan is "The Lynx Effect", combined which Specsaver's slogan "Should've gone to Specsavers".

Another example of a parody advert is an Aldi advert parodying John Lewis.
https://www.youtube.com/watch?v=aH3iDzV9Wr0
The Aldi advert takes the narrative of the John Lewis advert, in which a man is on the moon, and a girl sends him a telescope for Christmas. Aldi takes this narrative and applies it's own signature conventions to the ad, including the yellow price tags about two products, and the phrase "I this this (product), and I like this (product)".
The two yellow labels compare the price of a telescope from John Lewis, and the price of a telescope from Aldi, with Aldi having a much lower price tag (£109.95 vs £69.99).
This tells us Aldi care a lot about lowering their price, and good deals.
They also end the advert with the man saying he prefers the Aldi telescope, also establishing despite their low prices, they also have quality products.

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A stand-alone narrative is when an advert uses only one character to interact with the camera, similar to the talking heads narrative, but with only one character.

Advantages of using a stand-alone narrative include:
-  Addressing the audience feels more personal, and therefore draws in an audience, especially with stand alone, as it feels more one-on-one than talking heads.
-  Low budget (unless using celebrity endorsement)
-  Not a lot of editing is required as these adverts are often only 1-3 clips long

Disadvantages of using a stand-alone narrative include:
-  Less of a range of opinions and faces, restricting the diversity potential that talking heads have.

-  Celebrity Endorsement can be expensive, which is often very crucial in stand-alone adverts.

My tutor gave me am an advert to demonstrate this narrative. The example used was Cheryl Cole's L'Oriel advert.

https://www.youtube.com/watch?v=y3EEIcPkcO4

This example is good as the advert does seem very personal, establishing a good clear connection between the audience and Cheryl. Cheryl directly showing the effects of the product makes the audience fall under the illusion that they will look like Cheryl if they buy/ use the product. The camera angles and shots used were either focused Cheryl Cole, or showing the product. This is a common convention of the Stand Alone narrative as the focus must stay on the person, except to show the product, otherwise, the audience may lose focus of the product/ person.
The celebrity endorsement worked well as Cheryl Cole has noticeable nice hair, therefore is able to sell the product better.

An example of this advert is EE's Kevin Bacon apple music ad.
The entire advert is focused on Bacon, who is staring back at the audience.
This advert obviously uses Celebrity Endorsement, in the form of Kevin Bacon. This is good as Bacon is an extremely well-known actor, especially to adults, who will be the target audience for EE as they are the ones who can afford phone contracts (not kids), and also use phones (not OAP's).
The camera angle used is a mid shot, and this stays on Bacon as he walks forward. This is to keep the main focus on Kevin Bacon, keeping and using the advantages of the stand-alone narrative.
The only time the focus is taken off Bacon is to show the product, and to show a second celebrity (Brittany Spears). As they do this, they use the rule of thirds to keep the audience intrigued, and not fully lose focus on Bacon, the main focus of the advert.

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A talking heads narrative is when an advert uses multiple characters to interact with the camera audience directly.

Advantages to using a talking heads narrative structure include:
-  Addressing the audience feels more personal, and therefore draws in an audience.
-  More than 1 opinion, therefore instantly feels more faced paced.
-  Quicker cuts between characters make the advert more faced paced.
-  Low budget as no CGI or Special effects is required.
- Each character can appeal to a different target audience, giving the advert more flexibility in its viewership.

Disadvantages to using a talking heads narrative structure include:
- Editing must be very smooth, otherwise, the cuts will look jittery and cheap. The convention relies on good editing.
- Does not have an eye-catching feature on its own. Runs the risk of appearing unappealing and boring (To tackle this, celebrity endorsement can be used, which can be very expensive).

My tutor gave me the example of a "Visit California" advert

https://www.youtube.com/watch?v=mhF0JrqAOPw

This advert is a great example of the Talking Heads narrative as it uses very smooth editing, multiple celebrity endorsements, and music, props and other components to make the advert as interesting and eye-catching as possible. The lighting in the advert especially makes the advert more persuasive as the purpose of the ad is to sell a holiday, and therefore the lighting makes the setting seem more positive, sunny and exciting.
The celebrities used also include a range in the audience, for example,  Gustavo Dudamel or Michael Chiarello for the older or more educated audience, The Jonas Brothers and Kim Kardashian for the younger audience, Shannon Bahrke for a sporty audience, and Betty White for cinephiles or adults. Each 'head' talks about a different activity, to also try and include a range of audiences, for example, skiing, canoeing, surfing and skateboarding for someone younger, or sporty, sunbathing, dining and opera houses for the more intelligent/ elderly/ adults and the Disney castle and orca shows for the family or kids.

Another example of this narrative structure is L’Oréal Paris True Match Foundation.
In this advert, there is a series of girls with different shades of skin, a selling point for the foundation, therefore, the diversity of people talking can appeal to a range of people.
A range of opinions on the product makes the advert look more reliable and believable.
The advert also uses celebrity endorsement, using Cheryl Cole to see the product, therefore, people will associate the beautiful Cheryl Cole with foundation, making the product look like it will make you beautiful, like Cheryl Cole.
The advert transitions between clips very well, using a fading transition to one of the actors looking at the camera, with their dialogue behind it, then clipped to the actor actually sang the words.
The theme of diversity throughout the advert matches well with the talking heads narrative structure. For example, they use a range of actors, from women with different shades of skin, from a burn victim to a man wearing makeup, showing the makeup is for anyone and everyone. This selling point is brought to life by the talking heads structure.

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L’Oréal Paris True Match Foundation | Directors cut | 23 inspirational individuals

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Discover 23 stories behind 23 inspirational individuals, with True Match foundation. Now matches 98% of UK skin tones. #YoursTruly Follow us on social: * Twitter & Facebook @LOrealParisUK * Instagram @LorealMakeup @LorealHair @LorealSkin * Snapchat @lorealmakeup

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The Advertising Standards Authority, or ASA, help regulate television adverts to make are there are no distressing or offensive ads broadcasted in the UK. The rules that ASA use to regulate these adverts can be found here:
https://www.asa.org.uk/codes-and-rulings/advertising-codes/broadcast-code.html
If the advert does not meet the ASA standards or rules, then it will not be allowed to broadcast. This is to avoid any offense or harm that may come to the audience, such as racism, disturbing images, and inaccuracy.
For example, if the advert informs the viewer that the product does something it does not do (For example, a shampoo being able to cure altimeters) then it will not pass the ASA guidelines, and therefore not broadcast.
For example, the Pepsi advert featuring Kendall Jenner
https://www.youtube.com/watch?v=73P9STckPLw
This advert is misleading as it sells Pepsi as a cure for violent protests, therefore trivialising movements like Black Lives Matter (as these protests are depicted as fun, including cooled buckets of soda, people dancing etc). Therefore, the advert was taken down after being broadcasted for a short while.
Another example of this is if an advert is unnecessarily gory.

https://www.youtube.com/watch?v=qXkQ2pN7Mx0

This advert is unnecessarily gory, and does not convey the message intended across, therefore, it was not broadcasted on TV as it may shock viewers, especially the younger audience (that the advert was aimed at).

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An anti-realistic narrative is when the advert has the freedom to stray from the usual laws of naturalism and can use things that do not exist in everyday life. It uses dramatised scenarios, CGI, Special Effects and over exaggerated characters.

Advantages to using an anti-realistic narrative structure include:
-  Makes an advert stand out from other realistic narratives.
-  Makes the advert more unique and memorable
-  Easy to implement humour in
-  Allows an audience to escape from reality briefly

Disadvantages to using an anti-realistic narrative structure include:
-  CGI can be expensive to use, and difficult to use well, making it easy for the ad to look cheap/ amateur.
-  Some audiences may feel like the non-realistic scenes are far-fetched and childish.

In Class, I was given an example of this narrative by my tutor; The Three advert with the dancing pony.

https://www.youtube.com/watch?v=IH6vuwMAUc4

This advert, whilst using some realistic conventions, like the tractor, or the setting of the advert, the main focus, the dancing horse, is not, as ponies don't moonwalk.

The camera angles and shots are also anti-realistic as after the establishing shot, a close up is used, clearly with the purpose to show emotion in the face of a character, however, a horse does not have many ranges of facial expression.
The entire narrative of the advert, after this, is anti-realistic, as horses don't suddenly start to moonwalk or dance.
CGI and SFX are used for the horse itself, which is another convention of an anti-realistic narrative structure.

Another example of anti-realistic narrative structure is the Lynx Angels will fall ad

In this, they use CGI for the angel's wings, and halo, with help of a CGI sequence of the angels falling from heaven.
Masses amounts of dust are also used when the angels land, an example of special effects.
Angelic music was played in the background to elevate the irregular and supernatural images show on screen.
The narrative of when angels will fall from heaven and smash their halos just to smell lynx is extremely anti-realistic as angels aren't real. The purpose of the product (to smell nice) is very far-fetched and exaggerated as lynx doesn't smell so good that it would attract angels to you.
To further prove this, the slogan "Even angels will fall" is a blatant lie, following the anti-realistic narrative.
The lighting in this advert starts quite dark and becomes brighter as the angels are introduced to show that the angels bright light, and purity. Lighting does not change this quickly in real life, making the lighting anti-realistic.

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Tvc :60 Agency: BBH LONDON Director: RUPERT SANDERS Production: MJZ VFX: THE MILL http://www.themill.com James Sindle, lead 3D artist at The Mill in London: "Our team of VFX artists had to overcome a number of complex challenges to create photo-real CG angel wings in multiple shots on multiple girls.

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A face to face interview is when a company arranges a meeting between a customer/ audience member and a company representative to interview the targeted audience.

Advantages of this technique are:
- The interview is personal, and a good way to get inside the audience's head, and get more honest answers.
- The questions allow the company to find out a lot of information, to great detail.
- The company can focus more on which group of people they would like to target for the interview, as opposed to a range or random customers.

Disadvantages of this technique are:
-  This process is very time consuming if the company requires a lot of results.

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A realistic narrative structure is when an advert sticks to realistic characters, settings and stories. This means that what is shown on the advert can happen in real life, and is believable.

Advantages to using a realistic narrative structure include:
-  The advert is instantly more relatable as it is possible in the real world.
-  The advert is easier to comprehend by a more simple-minded viewer.
-  Often, an advert can me more gritty and therefore more impactful if it is realistic.

Disadvantages to using a realistic narrative structure include:
-  Due to the advert being similar to what we see in real life, this can make it easy to forget about, and harder to make an impact on the audience.
-  Certain target audience will not respond to a realistic advert (Children)

When researching in class, I looked at an advert that uses a Realistic Structure Narrative. This video advertised the Wii.

https://www.youtube.com/watch?v=Mftku6Eta-I

This advert used a real-life scenario (People playing on a Wii) to convey a realistic narrative. To portray the narrative realistically, the advert used a white and soft lighting to light a 'front room' setting, something that is relatable and real to almost all of the viewers.
The advert also uses fly-on-the-wall camera angles, allowing the audience to feel like the advert is more realistic and natural, to show couples, families and friends playing on the Wii, showing us that the target audience for the Wii can be couples, family or friends, especially when the ending slogan of the advert is "Fun for all the family, only on Wii"
The advert also uses Celebrity Endorsement to make the advert more realistic as the faces are familiar, making the scene more easy to relate to from the customer's point of view.
The characters are also acting in a very naturalistic and realistic way, by making idle banter and playing the game.

Another example of a Realistic Narrative Structure is the McDonalds McCafe advert.

In this, they use relatable moments from real life scenarios to advertise their product. For example, when the 'Hip-New' coffee shop overcomplicate how they make their coffee.
Despite the advert using realistic settings, characters, sounds, lighting, camera angles and shots, there are some scenes (Like the coffee, milk and water presented in separate measuring cylinders) that are exaggerated slightly to give the advert a slightly more comedic aspect.
The advert starts with a montage of people and their bad experiences with coffee shops, for example, receiving an extremely small cup of coffee, complicated blackboard menus filled with different coffee names, someone slowly and carefully pouring water through coffee beans into strange jugs, and, as mentioned previously, the coffee, milk and water presented in separate measuring cylinders. This highlights the complications and struggles of going to a coffee shop, making the McCafe at the end of the advert, seem simple, and convenient. Especially when paired with the satisfied facial expression on the customer's face, and narration saying "McCafe, great tasting coffee, simple". This an example of binary opposites, pairing bad, overcomplicated vs Good and Simple.
The music is a chilled sax sound, with the singer singing about "Madness" to match the 'Mad' things seen at coffee shops, like £9 for a coffee.
There have been extra sounds added in post-production to all of the quieter sounds that a camera would not pick up very well, for example, the card stamp, the china plate, the cup sliding against the counter, and especially at the end when the audience can hear the McCafe cup, the coffee beans being crushed, the coffee machine pouring, and the final cup being placed on the counter. These sounds add to the realism as they are very naturalistic sounds that give the advert more of an attachment to reality.