Construction Of Adverts.

Presented By Luci Mclean.

What Is An Advert?

• Advertising is a form of communication intended to persuade an audience.

• It is a way of communicating to an audience, not only selling ‘the product’ but gives the audience the idea of what the product could do.

MISE – EN – SCENE.

• Mise-en-scene are all the elements which appear on screen. The different elements are:

• C – Costume. • L – Lighting. • A – Actors/Actress’s.• M – Make-Up. • P – Props. • S – Settings.

CLAMPS – Costumes.

• The costume in this advert makes you as the audience think that if you were to use this lovely perfume then it could make you look as elegant as the woman in the advert.

•Even though the advert is not selling the dress you as the audience may think that if she is wearing an elegant dress then the perfume will make you more elegant.

CLAMPS – Lighting.

• This print advert has a lot of good lighting effects.

• The photograph of ‘Britney Spears’ lying in the grass is very bright. Which catches the audiences eye.

•Where as the photograph which is focusing on her face, the lighting effect is almost blue.

•The advert could put across that if you were to use this perfume then you would smell and act innocent like ‘Britney Spears’.

CLAMPS – Actors/Actress’s.

• When print adverts are produced, the always have pretty men and woman, the reason for this is so that the audience will pay more interest in the adverts.

• Another way that print adverts can grab the audience’s attention is by using Celebrity Endorsement.

•For example the print advert to the left is using Cheryl Cole.

CLAMPS – Make-Up.

• Many print advert use many pretty and attractive models, but to them look even more attractive they use make-up.

• As you can see if the picture to the left, her eye make-up is very dark, which makes her eyes stand out first.

• This is what they sometimes do in a print advert for make-up.

CLAMPS – Props.

• In this RIMMEL print advert they are using a prop, which is a hat.

• The reason for them using a prop is to catch the audience’s eye.

CLAMPS – Settings.

• The setting of this photograph was taken in living room.

• The lamp in the background matches ‘Cheryl Cole’s’ dress. So it then attracts you to her a lot more.

AIDA Principle.

• A I D A is a simple acronym which is a reminder of four stages of the sales process.

• A – Attention.• I – Interest.• D – Desire. • A – Action.

AIDA – Attention.

• First get their attention.

• Without attention, you can hardly persuade them of anything.

• You can get attention in many ways.

AIDA – Interest.

• Once you have their attention, sustain that attention by getting the other person interested.

• You can get their interest by:–What’s happening in the advert.–Making the advert interesting to watch.

AIDA – Desire.

• Once they are interested in the product you are advertising.

• The next step is to create a desire in them for them to want the product you are advertising.

AIDA – Action.

• This is the stage when they take action on their desires and go and buy the product you have been advertising.

Adverts I Have Analyzed. • This advert is not using

celebrity endorsement the technique that the advert is using is beauty appeal, the reason they are using beauty appeal is to attract the audience.

• They are not using celebrity endorsement because they may want the advert to look more natural and to attract the attention of people who may not want to be know as someone who buys the product just because a famous person advertises the product.