This document outlines structures and techniques used in television advertisements. It discusses forms such as narrative, animation, and documentary. Styles covered include humorous, dramatic, and parodic. Techniques explored are emotional appeals, celebrity endorsements, and communicating product benefits. The document provides resources to analyze adverts and complete a report on techniques and structures used in television advertising.

1. TELEVISION ADVERTISING
Lesson Outcomes: To complete a report identifying structures and techniques used in
television advertisements.
Lesson Outcomes: To complete a report
identifying structures and techniques used in
television advertisements.

2. STRUCTURES
Form – realist narrative, anti-realist, animation, documentary, talking heads, series.
Style – humorous, dramatic, parodic.
Codes and conventions – camerawork, sound, editing.
Lesson Outcomes: To complete a report
identifying structures and techniques used in
television advertisements.

3. STRUCTURES - FORM
Realist Narrative – adverts that present an everyday setting/situation the audience can
relate to.
Anti-realist Narrative – adverts that present situations that cannot happen, often
provide escapism or humour to the audience.
Animation – adverts that use 2D or CGI animation can often stand out more effectively.
Documentary – adverts that are shot in documentary style, attempting to create a sense
of reality/honesty.
Series – some adverts form part of a series creating a sense of recognition and ongoing
interest.
Standalone – singular adverts that do not link to other adverts for the same product.
Lesson Outcomes: To complete a report
identifying structures and techniques used in
television advertisements.

4. STRUCTURES - STYLE
Humorous – advertisers often use comedy to make their adverts memorable.
Dramatic – using dramatic/shocking techniques is an effective way of getting the
audience’s attention.
Parodic – refers to other well known media products. The audience enjoy recognising
the product referred to.
Surreal – surreal adverts stand out as they are different to people’s expectations.
Lesson Outcomes: To complete a report
identifying structures and techniques used in
television advertisements.

5. CODES AND CONVENTIONS
How are technical elements used in a conventional (typical) way in television
advertising?
Camerawork – what shot types and angles are commonly used?
Sound – what sound is typically used, e.g. dialogue, non-diegetic music, jingles,
voiceover
Editing – what editing techniques are used – e.g. shot/reverse shot, montage, post-
production effects.
Lesson Outcomes: To complete a report
identifying structures and techniques used in
television advertisements.

6. TECHNIQUES
Techniques: hidden and overt messages; emotional responses – solving a problem, fear,
concern, compassion; celebrity endorsement
Characteristics of products or services: benefits offered; advantages over other similar
products; unique selling proposition; lifestyle appeal; brand identity.
Lesson Outcomes: To complete a report
identifying structures and techniques used in
television advertisements.

7. TECHNIQUES
Overt messages – adverts communicate messages about their products to their audience.
Emotional Responses – advertisers play on people’s emotions. For example advertisers often
employ children in order to create an emotional response.
Celebrity Endorsement – advertisers often use a celebrity to promote their product, selecting
someone who fits with their brand.
Benefits offered – adverts will communicate the benefits of choosing their product.
Advantages over similar products –advertisers often compare their product to their
competitors, explaining the advantages of their product, e.g. cheaper, stronger, lasts
longer, etc.
Unique selling proposition – the unique proposition offered by a product.
Lifestyle appeal – creating the impression that the product will improve your lifestyle.
Brand identity – creating a specific image for the brand.
Lesson Outcomes: To complete a report
identifying structures and techniques used in
television advertisements.

8. ADVERT ANALYSIS
Analyse the adverts identifying the:
o form
o style
o conventions
o techniques
Lesson Outcomes: To complete a report
identifying structures and techniques used in
television advertisements.

9. Evidence: Report on Techniques and Structures used in Television Advertising
Research different techniques used in television advertising, identifying specific
examples to illustrate the points you make. Identify different forms, styles, and
conventions used in adverts.
The YouTube channel below has lots of useful adverts to help you:
https://www.youtube.com/playlist?list=PL89357A1BE24CF86D
This presentation can be found here:
www.mediastudiesnwcc.blogspot.com
Lesson Outcomes: To be complete a report
identifying structures and techniques used in
television advertisements.