Anti-smoking ad
- gloomy, dull colours are used to represent the depressing moment and atmosphere within the hospital. the colours used are to represent a message and emotion. The use of colour portrayed the whole concept of smoking being a dark and bad habit which people have, but also to show the patient is weak, as the colour grey is resembled as being a ancient and dull colour, which also contrasts with the man being old and him being ill is making him weak and dull.
- Setting, The man is in a hospital is a technique which the producer used in order to pull heart strings, they did this so that the audience have more empathy or sympathy for the character, so that it would allow the audience to be more aware of the danger of smoking.
- Hospital - Those whole concept of the man being in a hospital is used to pull heart strings and as the whole advert is just the man in the hospital it being there consistently, is signified to show the audience that being cured will take a long time from such illness.
-Props, there are hospital machinery near him, sound affects such as the "beeper" there to check the patients heart beat, the producer used this in order to show that the patient is weak and on the edge of dying. As well as in bed not being able to talk or breath.
The main camera angle used is extreme close up, this camera angle was used in order to get the consumers attention of the patient, also within the extreme close up camera angle it is signified to show emotions, as this would allow the audience to see the skin of the patient and also to see the material around the patients nose, the whole concept is used to show emotions.
The product of this advert is NHS smoking helpline and how they can help people to stop smoking before its too late.
The advert shows a smoker who had smoked for a long period of time and his telling his story of how smoking has effected his family and what was done to him when he was affected or hurt. The characters is shown in his bed, with a tube in his nose, this is used to create a more touching atmosphere. When the central character is speaking there are subtitles at the bottom, as people may find it difficult to understand what his saying.
The target audience are to any one who trying to stop smoking or have any family or friend who is affected by smoking and they are scared that they are in risk within themselves. It is also aimed to help those people rather then pushing them towards something which they aren't mentally, emotionally or physically are't able to stop.
Most common technique they used in this advert was the whole "heart string", this is an emotion which is embraced in the whole advert. It was used so that the audience feel sympathetic towards the central character. They also used the extreme close up camera shot in order for the audience to see the central characters face and struggle.
The sounds which are used within the advert is the characters voice and the "beeper". this was used in order to concentrate on the character struggling to speak and also the beat of the beeper is to show how the character is still alive, yet is finding it difficult to breath,
Signifies and Signified consists of the content signs, so within this advert the Signifies are the hospital, the tube and the character in the hospital bed, this signified the whole concept of this character illness is serious and that he is very ill.
Smoking: I Wanna Be Like You
- The colours used within this advert portray a happy and jolly atmosphere, as they use the daylight and the colour of the characters clothing embracing a happy atmosphere, the colours are used in order to represnt the innocent of the childern, however within the end of the advert the lighten has been dimmed and shows the mother in the light and the child in the dark, showing the whole concept of the child being affected by the mother.
- Setting , there are different types of locations which the advert used. The different types of locations are areas which families would go to and also they would be at, from being inside the house, kitchen, living room to outside the garden and the pavement.
- Props the objects such as high heels, razors, cooking equipment and many more are used because those are the type of products which parents use and the children would use to imitate their parents but with the supervision of their parents.
There are various different types of camera angles, from close up to long shot and also medium shot, these types of camera angles are used in order to show what the characters are doing, as the frames are changed and its snappy so that it catches the audience attention.
Comedy is the main advertising technique used within this advert, as they have the whole perfect family image as a advertising technique, the whole child imitating the adult was used so that the audience can engage with the advert and feel related to the advert. It will grab the audience attention as in the end they show the child imitating their mother (smoking), so it would be an eye opening towards the audience.
Edited music/sound was used within this advert. The diegetic sound track "I wanna be like you" from the children animation book/film The Jungle Book. The song was used to imitate the whole purpose of children wanting to be like their parents, but also them using the child would portray as a happy advert, yet however changes at the end.
There are non-diegetic sounds (Voice Over), this allows the audience to know what the whole purpose of the advert contents of, allowing the audience to understand.
Content Signs:
The signifier includes adults using objects and their children imitating them while they are doing their work, such as cooking, gardening, using razors and all sorts. This signifies that children enjoy imitating their parents.
Government release new hard-hitting anti-smoking advert
Colour - the colours used are dim and dull, the colours are used to portray the dark and weakness mood of the mother smoking, but also the colours are used to covey a message that smoking is a dark habit.
Setting- the setting is within a normal, middle class family. They used this type of setting to portray the perfect middle class family type of image. As a family home is a place where a child and its family can feel safe and secure, having the fume/smoke emerging around the house shows that smoking is dangerous.
Props - the equipments used are fume/smoke, a babies rocking basket, fridge with the a family picture/ kids drawing. These types of props were used to draw attention to the whole purpose of how smoking can affect a families as a whole either then themselves.
The product of this advert is the NHS Free smoking kit
The plot of this advert is a mother who is smoking outside, think that she will not affect her child if she smokes outside with the door open. Yet however the smoke is still able to come near the child. There are two main characters which in this case is the mother and the child. The camera uses selective editing so that the advert catches brilliant effects, and would catch the audience attention, as there is fume/ smoke from the cigar traveling around the room.
There are extreme close up shots on the child's finger, as its showing the fume running around the child perfect small fingers, the advert is portraying an image of a delicate child being affected by this.
There is another camera shot, ( long shot) where the producer is showing the whole room being flooded with fume and smoke. This type of camera angle was used so that the audience can see the particular areas which the smoke can reach near to and how passive smoking can be detected.
Also the other camera shot is (medium shot) on the mother when she was smoking, showing her body language
The advertising techniques used within this advert is mainly to capture the audience attention and them to feel sympathetic towards the child who is being intoxicated by the fume. It also uses the technique of using selective editing, this is when the producer uses special affects to portray a image of "passive smoking" and how passive smoking can be carried around and how it affects people around the smoker.
Another type of technique used is percentages and statistics, the producers used this in order to get the audience attention, as they believe the statistics which are been given o them.
But also the other technique they used was emotional technique "pulling heart strings", the producer used this to make the audience feel more emphatic and sympathetic towards the child.
The sound used are edited, the main edited sound used would be the fume. The way the fume is moving the producer would make the sound for the speed of the fume and also the sound is very "creepy and gloomy" they done this so that the producer is able to capture the audience attention and also to see how this fume would affect the child.
The signifier of this advert is the child and the fume around the child, this signifies that the fume is very dangerous towards the children and that smoking as a whole is very dangerous towards the person who is being affected by it or the public around it.
Comparison:
The main purpose for all of the advert is to help people to stop smoking and the whole content of Anti-Smoking Kits and Help. Also as within all the adverts they used elderly and younger people, they are trying to presume a message on how smoking can affect people that are week.
Within the 1st advert, it is a helpline for people who are trying to stop smoking, within this advert their target audience would be smokers and people who are on the verge and on the edge of being damaged or badly affected by smoking.
Within the 2nd advert it is a anti-smoking aid, helping people to stop smoking and to help them to find other ways to calm or to stop them from smoking near their family or others.
Within the 3rd advert, the main aim is how smoking can be influenced, as the whole content of a child copying their parents, its very bad for a person to smoke near their children.
As a whole within all the adverts its a reality check and a warning for the consumers telling them to stop smoking, The whole ideology of perfect family persuades the consumer more to want to smoke and this is used to aim at the right target audience, such as mothers and fathers who have young children and offspring. Images and shoots which are used to portray the image of smoking bad, as they used vulnerable people to star the adverts, that would then persuade the consumer to think about smoking and what it can cause, as this would be the technique of "pulling heart string". They also used strategies such as selected editing within the 3rd advert, this is when the advert use edited material, this can be where the business would zoom close to the toddlers hands and would show the smoke travelling around them.
Within all the adverts the main purpose and aim is passive smoking and how people can stop smoking. The whole advertising techniques used are family and how family can be affected by members of families smoking. As many people try to convey a happy family type of image, the adverts are trying to persuade people who have smoking problems to get help and aid from the NHS to help them to not smoke. Within all the adverts they used emotion to pull heart strings, emotions is the main type of advertising techniques used within these types of adverts in order to capture the audience attention.