Analysis of Research into Existing Products

Social Message Campaigns

Words Hurt - Bullying Commercial

This advert is an Anti-bullying advertisement for Canada. A technique used in this advert is emotional response. Emotional responses are used in this advertisement as a way of making the audience realise that bullying is wrong and even words can hurt. The style of this advert is dramatic as it is an over representation of a realistic situation and is only a one part advert so the style would also be a stand alone advertisement. This adverts form is a realist advert which shows the girl standing alone and in a real life situation. The conventions of an advertisement we can see is; on screen text, approximately 30 seconds running time, low key lighting which gives the ad a dark and sad feeling towards it and a wide range of camera shots taken to show the bullied girls emotions. The target audience for this advertisement is teenagers, particularly girls. You can tell this by the setting, sex and age of the actors. There are 4 girls shown in this advert all about teenage years and all in a school hallway setting.


Every cigarette rots you from the inside out  

This is an Anti-smoking advertisement from the NHS which teaches about what smoking does. Emotional responses are used in this advertisement as a way of making the audience realise what cigarettes are doing to your body. The style of this advert is dramatic advert which shows a dad at the playground with his children and rolling a ciggrette however the tabacco is actually his intestines. This advert takes the form of a  anti-realist as it is a realistic situation that has been dramatized for example the fact the man is smoking, however he is not actually smoking his lungs. Some conventions typical of an advertisement is on screen text and the advertisement is approximately 30 seconds long. The target audience for this advertisement is smokers as it informs them of what smoking does to their bodies and almost shocks them into not smoking.


It Ends Where it Begins - Anti-Domestic Violence PSA

This advert is about challenging domestic violence. A technique used emotional responses are used in this advertisement as a way of making the audience aware that you can change how a family is run and that you can prevent domestic abuse. It is a dramatic advert which shows a dad being the domestic abuser in the family, however the footage is in reverse showing the audience what could happen. This advertisement form is realist narrative and stand alone as it is a single advert not related to any other. Some conventions typical of an advertisement is on screen text and there is a wide range of shots. The target audience for this advert is family members as it shows a clear family setting and thus connecting with the audience.


Touching Short Film/Ad - Blood donation


This advertisement was created so that it could maybe persuade people to donate blood on the 14^th of July, which is also known as World Blood Day. The techniques used in this advert are compassion, a solution to a problem and in some ways a bit of fear. The advert has a very dramatic feeling to it. The style of the advert would be called Talking Heads. All the time, around the people who are speaking to the camera there is a dim light on them which gives the advert a dramatic feeling to it and the room around them is very clean which can show the positives of blood donations to some people who are not fully confident when doing it. The advert would probably have ranged its target audience between 17 – 40 year olds.


THINK! Child Road Safety: Tales of the Road campaign

This advertisement was made so that it could teach people about the dangers of the road and how we need to take precaution around it so that we remain safe. Techniques used in this advert are fear, concern and a solution to the danger / problem. This advert was not made in the real world so it would be an animated advert. The advert is surreal. Again like the last advert it has a very dark environment around it to show how serious the dangers of the roads can be. The target audience for this advert would be to young people because we are the ones who tend to not take notice of the road as much and therefore pay the price.






By analysins these sort of products and the advertisements, I am able to start to plan my advertisement a little better and include more effective elements. These advertisements rely heavily on emotional response which is what I aim for my advertisement to do.