Commercial Advertisement
The video above is an example of a commercial advertisement. The purpose of a commercial advertisement is to promote and sell the product or service of a commercial entity.
The example of a commercial advert above is aimed towards young people but also a slightly older age group of about age 40-45ish. It is aimed towards the younger age group because it is promoting an energy drink it does this by featuring the formula 1 driver Kimi Raikkonen who is popular with young people. Basically the advert is saying that if you drink this drink you can have the energy needed to have a lifestyle his. It is aimed towards the older audience because it features Kimi Raikkonen driving a McLaren Formula 1 car and the majority of the Formula 1 fan base is aged 40+.
The advert is anti realist because during a pit stop in a Formula 1 race you wouldn't see a driver take there helmet off so that they can have a energy drink delivered by a woman but you could imagine this happening in real life which means that it is believable which makes this advertisement anti realist. also though it has some realist parts to it though as drivers do sometimes drink while they are driving but it is normally water and is carried on board with them. also in real life drivers come in for pit stops.
The lighting and the colour schemes play a big part in making the product stand out in this advert as the colours all look dull and dark then the can of the drink looks a lot brighter and more colourful than the rest of the advert so far also the the colours match the colours of the helmet that Raikkonen is wearing at the beginning of the commercial.
The commercial also uses a VOG "busy day then take a break with nescafe express. a delicious blend of iced coffee and smooth flavours. its a moment of pleasure that gives you a fresh start."
at the end you get a splash shot showing 3 different variations of the drink, the nescafe express logo then a blurred out background of a race team pit crew.
One of the techniques it uses to get people to buy the drink is that they use Kimi Raikkonen in the advert by doing this they appeal to his fan base, as the advert will make them think that if they buy the drink they will be more like him as he is shown drinking it.
Another technique it uses is giving a solution to a problem by saying it that the drink gives a you a fresh start and more energy by using their product.
Campaign advertisement
The aim of a campaign advert is to raise awareness to something like a charity or to a problem that needs to be solved.
The campaign advert is aim towards towards anyone, as anyone can help a child who is suffering from cruelty. The has a clear message that people need to be aware of and take action against child cruelty and that it needs to be stopped.
The advert uses a VOG to explain the situations of all the children involved in the advert and why they are at risk it also explains how how you can help by donating money.
The adverts uses statistics when it puts text on screen which says, '32,000 children are known to be at risk right now.' this is used to shock the audience into realizing how many children are affected by child cruelty and that that is not all of them as that is only the children known to be at risk.
The lighting and the colour schemes play a big part in the advert as it is in black and white and the picture is fairly dark this adds to the effect of the advert which is to make people have an emotional response to the advert and make them donate. The only colour featured in the advert is the green of the NSPCC logo.
The advert creates an emotional response within the audience to make them feel sorry for the children this makes them want to help by doing something to help them. the advert also causes the audience to feel concern for the children which also makes them want to help.
The audience offers a solution to the problem by saying that if you donate £2 a month to the NSPCC you can help put a stop to child cruelty, but the advert doesn't say how they will help to put a stop to child cruelty just that they will. A lot of charity adverts say they will do something but not how they will do it which makes this a fairly common thing to do among charity adverts.
At the end the advert features a call to action where they say that to help you should call their number or visit there website which are both shown onscreen.
The adverts are similar in someways as they both use a VOG to convey information to the audience also they use colour to make something stand out or create an emotional response within the audience. They are different in what they do though as the commercial advert serves to promote a commercial entities product or service whereas the campaign advert serves to where awareness to a problem. The nescafe advert is trying to sell a drink and the NSPCC advert is trying to raise awareness to and stop child cruelty.
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