Post 6: Research Into Existing TV Commercials (Other Genres)

I researched this so that I could find similarities between adverts of different genres and compare them to food delivery service adverts. I did this by looking up adverts from big brands on youtube and adding my most influential to my playlist.

Research notes on other genres of TV adverts

I have learnt that the common features of adverts in general, are having consistent branding across the campaign, for example, the same fonts, the same colour palettes, the same logo and the same tagline. Other common conventions are using a variety of camera angles and shot types, having a link to a website or app, and having a promo picture of the product itself in the advert.

This advert has a very untraditional structure, and its through the use of genre hybridity that i captivates the audience and makes it memorable for them. It not only tackles the frequent negative comments from the media but anchors where the chicken comes from to avoid any more theories arising from how the chicken is made. This advert inspired my initial ideas.

This advert inspired me the most:

This advert uses intertextuality by using the catchy pop song "Shape of You" by Ed Sheeran, which appeals to a younger demographic, as it's a popular song. The main locations are the holiday scenes and the 'kitchen' where all the food is shown. The brand message is that the food is so good, it can make you feel like you're on holiday; this is connoted through the images of holidays liming to the same shape of food. For example, the seaweed in the sea looks like spaghetti being boiled in a pot, and the waves going over in the ocean is like ice cream being scooped out with the scoop. It is emphasised by the VO: "Pick up your knife and fork and get ready to travel", which anchors that M&S food is so amazing, it takes you away from your mundane food, and takes you 'travelling'. The logo is seen at the bottom of the screen constantly throughout the advert and then much larger at the end of the advert with the slogan. There's also some extra on screen text of when M&S was founded showing audiences how well they've been progressing since then; this could particularly bring nostalgia to older audiences and their loyal customers. There are mainly LS's, which are of the holiday scenes, and CU's, which are of the food. They've done it this way so that the audience can see the beautiful, majestic scenes of the oceans etc. mixed with the slo-mo's of the food, leaving the audience with their mouths watering - almost like 'food porn'. The representations of the holiday scenes are signified throughout the glorious sunsets and beach settings. The different types of food represent different backgrounds and widens the audience appeal, as it includes foods from different cultures. The VO is constant throughout the advert and entices the audience to buy M&S food, for example: "Does your food excite you?", suggesting that M&S food is the brand that brings the fun and excitement to you. This advert follows the ASA guidelines as it doesn't feature any harmful or inappropriate images.

This research benefited me as I got a lot of ideas about  intertextuality and how to make an advert memorable for the audience. Intertextuality is seen through the use of a pop song linked with a food advert in the M&S advert. An advert is made memorable through the use of intertextuality and also due to its captivating slo-mos of the product which can be seen in the KFC Comeback advert. Researching this influenced me greatly with my initial ideas.

Research Sources: