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

Other genres of adverts could provide me with useful insight into how i could project my campaign so thats its distinctly different from other adverts in the genre

All of the food related adverts used close up shots with the actual food being advertised, albeit with the common advert food techniques (e.g. injecting fat into the meat to make it look bigger). This entices the audience that is watching the unrealistically good portrayal of the food, thus creating a strong desire to obtain said food.

I believe that M&S gives a strong representation of how the adverts play with the viewer's cravings.

M&S:"Spend it well"

• At the start of the advert, Ed Sheeran's 'Shape of you' is playing. the significance of this is that its is a song that most people are familiar with (since it did so well in the music charts) thus making the audience associate the food as something they're familiar with.
• The editing in the video is very clever, with many closeup and mid shots of the food, each couple shots of the food is interspersed with a shot portraying an element of nature that has the same movement as the food which makes. This makes the advert memorable since it's so satisfying for the viewer to watch. Since the food has been prepared so nicely we get a sense that M&S brand values represent good quality and tasty food with exciting flavours and textures, which, through the highly slick video and high end branding of the logo (black and white), looks as if is aimed at a more middle class audience.
• The editing of the shots also makes the advert run smoothly and the continuity between shots (with time jumps in the preparation process) make it seem like this 'delicious food' is ready to be served in what seems to be an impossible time frame.
• There is a voiceover throughout the whole advert asking rhetorical questions about the viewer's current food which engages and persuades he/she to buy the delicious food shown on camera at M&S. This voiceover goes through to the end, where on screen text of 'M&S Spend it Well' is shown.

M&S: "Adventures in imagination"

• most of the shots are close ups of the different types of food on display in order to highlight the delicious tastes of them.
•  As the food is centre stage in these adverts the audience attention is focused onto it, helping to persuade the audience to purchase it.
•  The huge emphasis on the food makes the audience feel hungry, and the vibrant colours in the advert holds the audiences attention throughout it.

I believe these two adverts create a need/ strong desire to purchase the product and would appeal strongly to my audience of 16-25 year olds (as well as my secondary, 26-40, and tertiary 60+ audience). Therefore they achieve their intended purpose which i could incorporate into my advert.