Forms & Conventions

To help me develop and produce my advert, I will first need to research the forms and conventions into what makes a good advert. It is important to fully grasp the forms and conventions, which initially are followed by most globally successful advertising firms/businesses. For me to be able to recognise the most valuable forms and conventions I will be able to use it as a aid in which I can produce an effective advert using my full initiative.

Forms and Conventions:

Using a celebrity to sell the product... (Calvin Klein, Pepsi)

Being unusual (Cadburys gorilla advert)

Brand name continuously advertised over and over again

Using a popular song to sell the product...e.g.. Boots "Hear come the girls"

Is memorable and easily recalled.

Catch tag lines e.g.. Haribo "Kids and grown ups love them too"

Provide information quickly and sufficiently.

Shot styles....close up on face of persons face, shows expression e.g. Many charities use this to create guilt and sympathy.

Calls the viewer to action.

Creating an episode e.g. BT adverts did this automatically... you relate this to the product and create a connection to the family or people in it.

Style e.g. Carlsberg "You know who your friends are"

Connect with the audience.

All of the things you see in an advert are influenced by what the public/target market want; for example cadburys realised that the public wanted something a little more unusual and something they can remember It may not necessarily relate to the product. But it gets word of mouth going "Did you see that new cadburys advert ?" and you instantly remember it.

These are the forms and conventions that companies are looking at to sell their product.