3. What I have learnt about the codes and conventions of television, radio or print adverts and how I intend to demonstrate this knowledge and understanding in my production in order to communicate meaning successfully.

Within the research of other existing adverts and campaigns, I have found that a lot of TV adverts include similar codes and conventions despite having their own unique style to it. For example, one of the most common convention is having the product featured either in the advert itself, in a pack shot at the end or even both. This can be seen in the Lynx advert below, as well as in the dove advert.

From TV advert "Lynx Soulmates"

From TV advert "Dove Men+Care"

Similarly, this is also done across other TV adverts and not only for deodorants but is also done for healthcare products, such as toothbrush or mouthwash. This is done across most adverts as this focuses the audience's attention on the product and therefore allows them to be able make a conscious decision to purchase the product displayed. 

From TV advert "Oral-B Toothpaste & Mouthwash"

Another convention that is featured in TV adverts is the editing of the advert. The pace of the editing is usually quite slow paced in the beginning and then becomes faster with jump cuts. This is to match the action in the advert as well as the music that is featured. For example in this Lynx advert below, the music used is quite slow in the beginning then develops along with the pace and action.

Another example of editing in a TV advert is the Sure roll on advert. It is fast paced throughout the advert, particularly at the start, as it cuts to the beat. The advert takes you through the whole 24 hour day within 30 seconds hence being fast paced so the audience are able to see the full effect that the deodorant holds throughout the day.

Another common convention that is used in many TV adverts is the use of sound, be it the voice-over, dialogue or music. For example in the Lynx Soulmate advert above, despite having no narration or dialogue, the music featured is used to progress the story within the advert. However the song used do have lyrics, which coveys the story well to create an emotional appeal for the audience therefore causing them to focus on the advert.

The Nivea deodorant TV advert is another advert that utilities sound well. Unlike the Lynx advert, it does feature a voice-over as well as a soundtrack that moves the story further. Instead of creating an emotional appeal, it creates humour in which would engage the audience. The voice-over says things like "No need to be the perfect dad, when you're the coolest dad." .

In summary, having done this research, I found some common conventions that will inspire my advert. For example the use of the pack shot is important, therefore I will feature a pack shot of the deodorant in order to make it more realistic. Additionally, editing is also an important aspect in the TV adverts, so in my own advert, I plan on the beginning to be quite fast paced but when approaching the end, it will be a bit slower due to the match with soundtrack. I will also have a bit of dialogue within the advert to progress the story, however the soundtrack chosen will also do so, as seen on most TV adverts. By following these conventions, I think that the advert will therefore be quite successful in communicating the meaning to the audience through emotional appeal, humour and editing.