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.

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.

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.

-  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.

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.

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.

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.

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).

·      Panasonic camera

·      tripod

·      sound recorder

·      light green face paint

·      dark green face paint

·      special effects wax

·      feathers