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Companies will use fear and concern for informative or charity adverts, usually for donating money (the 800,000,000 charities that say "kids are dying in Africa") or medical awareness (gum disease adverts).

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Salford City College, the best plan for your future!

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The slogan 'Have a break. Have a KitKat,' has been associated with the Nestle KitKat brand since their first advertisement in 1957. The company is now doing away with this slogan and has come up with a new slogan 'Make the most of your break,' which has been introduced in a £5 million ad campaign. The slogan is very effective - it's short and memorable and makes sense to be associated with KitKat, "Have a break" means 2 things, "break" as in to rest or relax and "break" as in to break off of, this is because KitKats are made up of 2-4 bars that you break off from each other to eat individually.

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Subliminal Message in Cadbury Gorilla Advert

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Subliminal Message in Cadbury Gorilla Advert

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The infamous 2007 Cadbury advert depicting a Gorilla playing the Drums to the tune of "In The Air Tonight" starts with the subliminal messaging right from the start with the background being solid purple which represents the Cadbury brand because Cadbury Chocolate wrappers are also purple and a lot of Cadbury Ads use the colour purple.
However the advert is honestly smart for one reason, it is memorable. When people see this advert they think it's funny and associate it with Cadbury, the Gorilla itself has nothing to do with Chocolate but the idea of the advert itself will make people think of Cadbury's and therefore want to buy some Chocolate.

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Old vs New: Technological Advancements in SFX

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Old vs New: Technological Advancements in SFX

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Every since the very first use of SFX in 1895, SFX has only become better and more realistic over time, nowadays we can see whole worlds in CG and not know, even some movies have been able to create picture-perfect replicas of dead actors using SFX (Most notably is Rogue One which imposed 2 deceased cast members into the movie using CGI). SFX are also showing up way more in advertising with it helping a lot with the Unrealistic Narrative and even Talking Heads or Celebrity Endorsement if they use the same example as Rogue One.

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Computer Graphics:
Computer Graphics have greatly exceeded the standards of what was new so many years ago, throughout the decades of unrealistic advertising there have been hundreds of adverts using animated characters and no other industry of advertising has used this more than Cereal adverts - almost all if not every advert has a mascot of some sort and they have been showing up since the 1920's. However that long ago they were animated drawings whereas nowadays they are fully CG; some adverts didn't even use animation because it was either too expensive or they didn't have the ability to do good animation.

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- Camera Angles
The different Camera Angles used and for what moments. E.g. Wide Angle for comedic effect

-Shots
The Camera Shots used and for what purpose. E.g. Landscape to show a large area.

-Editing
The editing methods used for different effects. E.g. Montages for Talking Heads

-Lighting
The different lighting and it's uses. E.g. Natural Lighting for a House setting.

-Sound
The sounds, music and sound effects used. E.g. Cheerful music for promoting holidays

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This is when real people are talking directly to the audience about the product and trying to persuade them to buy it.
The advantage of this narrative is that it can make people feel like they are getting the opinions of people who have already bought the product and if the Company uses Celebrities rather than average people, it will increase the effectiveness of the advert by showing that idolised people endorse this product.

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Parodic adverts are those that make fun of themselves or other narratives. They are 'knowing' and can poke fun at the very idea of selling the product. Parodic Adverts can also become farce or silly depending on the product being song.

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Specsavers 'The Specs Effect' Advert (Lynx/Axe parody)

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Can anything overpower The Lynx Effect? This brand new spot answers the question in true Specsavers style... It was directed by multi award-winning director Daniel Kleinman (Rattling Stick) and written by Specsavers creatives Neil Brush and Simon Bougourd.

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An Anti-Realistic Narrative will be able to use elements

that are not real, supernatural or without real people.

It is often used for advertising products aimed towards younger audiences or for bringing lightheartedness to an advert.
The advantage of this narrative is that it gives the company more freedom to do as they please and is more eye-catching than Realistic, adverts like the Compare The Market wouldn't be as endearing if they used real people as opposed to animated Russian Meerkats.

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A Realistic Narrative will draw power from the portrayal and use of realistic characters, locations & events. It is often used for lifestyle appeal.
The advantage of this Narrative is that audiences can relate to it because it is realistic and can picture themselves there within the advert rather than focus on what is in it that is eye-catching and unrealistic like in a Parodic or Unrealistic Narrative.

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Very similar to talking heads but only uses one person on screen talking directly to the audiences instead of a montage of different people talking.
The biggest advantage to this is that Celebrities are idolised by lots of people so seeing idols promote these products will help convince people to buy it because they will think that if it is good enough for those celebrities then it will be good enough for them too.