Codes and Conventions of Deodorant Adverts

Samantha Tenwick

Sure- Alexandra Burke Slogan: Dare to be ready for anything, It won’t let you down

The message: You will stay fresh and dry. 48 hour protection.

Codes and Conventions:

1.Target Audience/characters- The deodorant is aimed at women of all ages. This is obviously displayed as they have used a famous female in the advert and also the pale shiny blue colour is seen to be more girlie. The use of using a famous celebrity is to show that not only normal people use the deodorant, celebrities do too. With famous people having such a big fan base this will increase Sure target audiences and fans of the celebrity will buy the deodorant.

2.Synopsis- Alexandra Burke sprays the deodorant and rehearses and performs later on in the evening. This is showing that the deodorant keeps her fresh all day even when performing in a concert.

3.Titles-

Titles of facts on the product. That it makes you feel 100% fresh and dry and it protects you for 24 hours. The advert also shows a catchy sentence to by daring you to buy the product. Sure uses the same slogan throughout all there adverts as it gives them a clear identity. It also is trying to convey to you take it is a trust worthy brand.

4.Setting-The advert starts in a practise studio and all of a sudden changes to a scene of Alexandra Burke performing at one of her concerns.

5.Sound- The only diegetic sound in the advert is at the beginning where the singer drops her bang on the floor, this then starts the beat of the music over the top which is non-diegetic. The advert has used a well known song that the celebrity sings, this has been used as it is a catchy and upbeat song.

Camera Shots:

Close up of the deodorant being sprayed. It is so you are able to see what the advert is about.

This is a long shot of the celebrity in the studio the interesting angle of the shot has been used so you are able to see the reflection in the mirror. This is so you are able to see a whole view of the setting.

Close up shot of the celebrity sing. It is also to see the happy expression on her face. This helps create a happy mood to the advert.

A pan shot going around the character. This is showing the transformation the deodorants does when it is put on you. It changes you into a fresh and glam looking person.

Medium shot from behind to enable you to feel like your in the advert. It allows you to see what she is seeing.

Long shot from behind to enable you to feel like your in the advert. It allows you to see what she is seeing. This shot allows you to see a wide shot of the crowd.

Extreme long shot looking down at the stage, This allows you to see the whole setting of the advert.

Long shot so you are able to see her dancing.

Shot of the deodorant to give you a clear understanding of what the deodorant they are advertising.

The last shot is of the sure logo and slogan. This is put at the end so it is the last thing you remember from the advert.

Close up shot of her being transformed into a glamorous person. It shows you what the deodorant makes you feel like.

Slogan: As irresistible as chocolate, Lynx new dark temptation

The message: This advert is trying so say that if you are wearing this deodorant women will come chasing for you as you are irresistible.

Codes and Conventions:

1.Target Audience/character- I believe this deodorant is mainly advertised at 16- mid 30 year olds as they have used a young character in the advert, the character is normally important as they usually choose cast members that are at a similar age to the target audience so they are able to relate more to the story in the advert. The character also look like he would wear the deodorant. The style of the advert being humorous and the deodorant will get you girls helps give a obvious target audience as adult advert are normally seen to be more serious. An animated man is used in the video to make it more interesting.

2.Synopsis- It starts off with the boy spraying himself with the deodorant and he then turns into a chocolate man. The chocolate man begins walking down the street and the women begin to smell the nice smell on the man. He breaks off his nose and sprinkles he’s chocolate onto a couple of girls ice-creams. The chocolate man is then at the cinema being fed off of by two women as he is made of chocolate. Throughout the advert the man gains a lot of attention from women due to the deodorant.

Lynx – Chocolate Man

3.Titles-

4.Setting- The first setting is in the bathroom of the character. This is where he spray the deodorant. The street the man walks down seem as if it is located in a sunny place such as L.A. The cinema with the two women and at a hospital visiting someone.

5.Sound- Diegetic sound is shown at the beginning of the advert to get the natural sound of the deodorant being sprayed. Through the rest of the advert happy upbeat catchy song is played to create a happy mood in the advert this sound is called non-diegetic.

Titles are only used at the end of the advert to say the slogan and the name of the new product being advertised.

Camera Shots:

This shot has been used so you are able to see what the character is seeing, this is used to help you feel as if you are in the advert. It has also been used to see the what the character looks like in the reflection.

Close up of the deodorant at the begin of the advert so you are able to identify what is being sold and what it looks like when you go and buy it.

Medium shot used so you are able to see what the animation looks like but at the same time you are able to see the location he is in.

Close up of the expression on the animations face and also to show that he is doing.

The medium long shot on the bus shows the humour aspect in the advert of a female biting his backside.

The camera zooms in on the women up again the window to show the reaction of the females have on the chocolate man. This shows as if the women are magnetically drawn to the deodorant smell.

DoveSlogan: Effective protection, beautiful result

The message: Dove deodorant has a moisturizing formula that will stop damage. Leaves your arms visible soft. It tells you facts on the advantages of dove and why you should buy it.

Codes and Conventions:

1.Target Audience/character- The advert is aimed at women in late 20’s- 30’s. This is clearly shown as the cast members in the advert are all at this age and gender. The advert is very mature this is to target an older target audience.

2.Synopsis- The story in the advert is just scientifically proven facts about the deodorant and how it is the best brand to use.

3.Titles-

Titles were shown at the beginning of the advert with using rhetorical questions about the deodorant. This automatically draws viewers in as they want to know the answers. Titles are also shown at the end of the advert with the slogan.

4.Setting- The setting of the advert was based in a studio using a clear white background this is to create a soft, fresh and smooth texture to the advert, this is to reflect the key features of the deodorant itself.

5.Sound- no diegetic sound is in this advert. Non- diegetic sound is shown through the whole advert. This is the catchy fun song used and the voiceover used over the top of the music talking through all the key features and facts on the deodorant.

Camera Shots:

First shot of a question, this straight away make views want to know the answer. This keeps the audience attention.

This is a shot of the cast this is the typical target audiences of this deodorant. A medium shot is used to show the women’s armpits.

Medium close up used to see the expression on the cast members face. This show her impressed with the deodorant.

This close up shot is showing what this deodorant protects you from.

A medium shot is used of the women putting the deodorant on. This gives a clear understanding on what is being advertised.

This low angle shot has been used to show that people that wear this deodorant are important.

The last shot is of the deodorant, this has been done as it is the last thing you see and will make you remember what the product looks like.