Analysing Television Adverts - Conventions

Analysing Television Adverts - Conventions

Use of the camera 

Extreme close up (ECU)

Close up (CU)

Long shot (LS)

Wide shot (WS)

Medium shot (MS)

Point of View (POV)

Low angle 

High angle

Over the Shoulder (OTS)

Speed of the shots

Slow motion to high speed - the effect creates suspense, drama, action, sense of foreboding

Voiceover 

Who is speaking?

Is there a voiceover?

Who is the target audience?

Text 

What text has been used?

Why has it been used?

Have any specific techniques been included?

Social Media links

Is there any social media connection?

Why might this be?

Call to action

What are the target audience encouraged to do?

How is this demonstrated?

Other conventions include:

• Logo
• Slogan
• Colour scheme
• Music
• Characters
• Storyline

Analysis Advert: Diesel - ONLY THE BRAVE (WILD)

• Setting: 

Establishing shot - Tropical Rainforest 

• Logo: 

Red - connotations of bold, standing out, strong

Diesel - connotations of strong, masculine, powerful, machinery 

•  Music and voiceover:

Voiceover: masculine, strong tone, deep 

Sounds: drum beats, associated with tribal, consistent with the theme

• Camera shot:

Close up of the main character - male with long hair, similarities to Tarzan, jungle-themed character, wild man from facial and hair elements

• Man running through jungle:

Something urgent, emerges into city scape, urban environment, metropolis, concrete jungle, linked, evolution 

• Close up shot type:

Clenched fist, connotations of toughness, anger, fight, reinforces wildness

Leather bracelet, traditional type, in tune with his wild side, primitive 

• Long shot followed by low shot, Medium shot

Low shot, makes him look powerful, superior

Long shot shows whole context of the setting

Medium shot, evolutionary narrative, city grows as he's running 

• Symbolism of the Ram, mise-en-scen

Connotes power, masculinity, toughness, intelligence

• Man Jumping

Primal, Tarzan-like, no fear, comfortable in both environments, clothes tell us that

• Admiring glances from other men

Powerful male influence, threatening, alpha male reignited, urban individuals

• Male gaze

Female, close up - medium close up, sexualised male gaze, hair swept, 

• Medium close ups, close up

Sexualised exchange between male and female, eye contact

• Man at the top of the metropolis 

High angle, long shot, we can see all of the territory of the land he has conquered, idea he brought the jungle with him

• 'Takeover tomorrow, only the brave wild' - text

Overriding theme of masculinity, earlier symbol reinforced, mens advert - target audience