Codes and Conventions

Television adverts use various different codes and conventions to make the audience feel various different emotions while watching the advert:

Shock/surprise and sympathy are used together in an advert as you would mostly be shocked or surprised by the message the advert is trying to get across and they usually use those emotions with sympathy as they work hand in hand with another so they makes the advert pull at your heartstrings. An example would be the 'anti smoking advert' as it clearly shows that smoke can get anywhere and that we all breathe it in.

Annoyingness and catchiness is when the advert uses music and images that make the advert catchy but after a while the advert can become quite annoying as it sticks in your head, an example of this would be the confused.com advert , as the tune stays in your head after it has finished.

Celebrity endorsement is used in adverts as the audience are more likely to want to purchase that product when they know a celebrity has used or produced it, for example Cheryl Cole who is advertising hair dye for L'Oreal which would appeal to the female audience that would like to or already dye their hair.

Music is a key part of an advert as the choice in music is what allows the audience to be able to feel the message that is being put across, for example the music in the John Lewis advert where they begin with a baby and show her journey as she grows older which matches the song 'She's Always A Woman'.

Strong message is when the advert is quite serious and is trying to get an important message across to the audience to stop them from doing something that could harm other an example of this would be the adverts about abuse, which asks the question "would you stop yourself".

Aspiration is usually seen in an advert when the producer of a an advert knows that a certain topic or person is what the audience aspires to they include that in the advert so that they can give the audience a bit more hope to be what they really want, an example would be the Pepsi football ad as it makes boys want to aspire to be them and to drink Pepsi like they do

Humour is often used in adverts to make the advert the advert seem less serious and more entertaining for the audience as it is more likely to catch the audiences attention if it is humorous, an example would be the 'Time for change advert'

Animal factor is used in adverts to make the product that they are trying to sell, an example of this would be when the 'Be more dog' advert as they show in the advert that without O2 your life is boring and nothing new will happen in your life whereas with O2 you are able to do things you could not before

Nostalgia is a convention that is used to make the audience remember important memories of their past that make them feel good, an example would be the Richmond sausages advert which shows that he will always go back home.

Intertextuality is commonly used in an advert so that it will replicate a certain scene or shot in a movie so that it registers in the audiences head as something they have previously seen and to make them want to buy that product more, an example would be the 'Cadbury fingers advert' as this mimics a scene in 'Death becomes her'. 


Camera angle and shot: The advert uses various different shots and camera angles, for example is uses close up's of the boy getting the chocolate out of the calendar as he counts down the days to Christmas showing his impatience especially when the show his face when he realizes that he has a while to go until it is Christmas. There is also a long shot showing the boy trying to pass time while he waits for Christmas to arrive showing the importance of this time of year.

Editing: The editing of the advert flows well with the changes of the shots as the music is slow the use of many shots emphasizes just how much Christmas means to the little boys in the adverts and it allows the younger audience to be able to relate with the boys as that is how they most likely feel when they know when Christmas is dawning and they are bugging their parents to know what they are getting for Christmas.

Lighting: The lighting of this advert changes with the images as it helps to keep the pace and to show the emotions that are being put across the to make the audience feel all the emotions at once, the lighting also changes for the time of day to show how slowly the days are moving along until it gets to Christmas when the lighting is brighter than before.

Music: The song that is used in this advert is "Please, Please, Please, Let Me Get What I Want", which was originally sung by The Smiths but in the advert covered by Slow Moving Millie. The song is slow and fits the advert as it is trying to emphasize the meaning of Christmas, that you should gift others with love as it means more to the people you love. The music also implies that it is the one day of the year that you can get what you want if you behave and gift others.



Camera angles and shots: The camera shots in this advert are mostly close ups which emphasize the pizza and its topping for example at the beginning it shows fresh tomatoes followed by the tomato sauce that is made with the tomato showing the use natural produce. This is then followed with the rest of the ingredients like the dough, the cheese and the pepperoni, this helps to gain the audiences attention to entice them to buy the pizza.

Editing: The editing of this advert flows well with the shots moving smoothly and in a way that makes the food look delicious and mouthwatering so that you want to go out an buy it and enjoy all the pepperoni by showing the pepperoni on the pizza where it falls perfectly which makes the editing fall into place with each shot that we are shown making the pizza look desirable.

Sound: Throughout the advert there is a voice over which tells you what each shot is about so they tell you about the tomatoes being rich and when mixed with herbs they become a delicious sauce, they carry on with all the ingredients and how they are made. Whilst this is happening there is background music which makes the advert seem more enticing to the audience so they go our and buy the product.