Telvision adverts have 3 different purposes; to promote, to raise awareness or to sell. adverts that are to promote tend to be for political campaigns or for tv shows. adverts that are there to raise awarness are most commonly made by charity raising awareness of particular problems in the world. finally adverts that are made to sell are often made by product companys or shops.
all adverts have to follow particular guidelines. there are different guidelines depending on when your advert is shown( for example; adverts can swear and be more adult after the watershed)
adverts also tend to focus on a few key features such as target audience.
Call of duty: Black Ops 2 ‘Surprise’ trailer:
This advertisement has a very specific target audience, however it finds a way to appeal to the general public. Call of duty have be known to do a lot of live action trailers and this one was no different, the advert starts with a man dressed in soldier gear sitting on a tire playing with some equipment, the camera then pans out to reveal he is in a war torn city with many destroyed buildings and vehicles. this sets the tone of the rest of the ad.
the start of the advert instantly makes it obvious who the target audience is. the advert targets mainly gamers, anyone who is into gaming will recognise the setting is similar to a multiplayer game of call of duty. the fast paced action combined with the ‘killstreaks’ zooming about really creates the same vibe the multiplayer game does. this makes the advert instantly connect with the target audience, it also makes the target audience feel special, as if they are in an exclusive group that only they will understand what this advert is about.
the advert then moves into a shot of a sniper targeting the man at the beginning this leads to a series of different characters each trying to kill one another with a different item from the game. the advert flows well as it uses the various weapons to transition between characters for example a women fires a tomahawk towards the sniper which leads into the reveal of the women, who is shot at which leads to the reveal of the shooter and so on. this sort of transitioning makes it feel one complete video as opposed to a group of clips put together.
this leads to my next point, the majority of the characters are played by ‘internet famous’ stars. only a particular group of people would recognise these people, a minority compared to the size of people that would watch this advert. this gives the advert a certain edge, makes it special for the people who are in the know and can suddenly change their attitude towards the product. However it still appeals to the mainstream audience by feature hollywood megastar (and all around badass) Robert Downey Jnr.
Batman: Arkham City – Hugo Strange Trailer
the batman arkham city takes a different approach and instead of trying to appeal to the products primary tarket audience (comic book fans and gamers) it appeals to a mainstream audience by creating a action pack, fully cinematic trailer. this can work out well considering a wide majority of people atleast know about batman, and know the basic idea around him. this trailer appeals to that, by having dramtic action sequances, but also educates the audience on what the game is. the reason i say this doesnt appeal to thew products primary audience is because it features no actual gameplay, and rtherefore didnt show that demographic what they would of wanted to see.
the advert takes alot of inspiration from hollywood blockbuster film trailers, the way its set up, showing the evil villain torturing a victim before showing the hero beating up a bunch of henchmen before finishing on the major plot twist, the shots used are reminiscent of James bond trailers.
the advert also features arguebly the best looking cgi of the past 10 years, at some points it genuinly look real, the lighting and particle effects made it feel 3 dimensional and added to the tone of the advert.
Comparing the 2 modern adverts:
the 2 adverts take a very different approach to target audience, the first appealing to its minority audience more but still managing to appeal to the mainstream audience, while the second avoids its majority target audience in an attempt to appeal to a more mainstream audience, and takes alot of inspiration from modern action film trailers. personally i feel the COD trailer is better, but that is because im part of the audience the ad is targeted at and I’m ‘in the know’ about who these people are, however i believe the arkham city adverts is truly amazing and one of the best cinematic gaming adverts of its time.
The nintendo entertainment system was by far one of the most popular gaming consoles of its era, and part of its success can be put on this ad. similar to the modern batman advert; the NES advert takes some inspiration from film adverts, with its quik pacing and upbeat rock and roll music. it also establishes its target audience by feature 2 young males. another tactic the advert uses is it features gameplay from 2 very popular titles: batman and super mario. Batman had recently released a very high profile movie which was revolutionary for the batman franchise. NES used the hype surounding the batman film to sell there product, this makes the system appeal to people who enjoyed the film, aswell as casual batman fans. it then showed gameplay of super mario which had already established itself as one of the leading products in the gaming industry. it also stated that it came with over 60 games, which back then was unheard of and a very large gaming libary for a console. the script and voice over for this ad must be commend too, as it made super mario, a cartoon childish game, seem like a epic action battle to save a princess. it also highlighted alot of the NES’s features such as the 2 different controllers, quik loading cartridge system, in fared red controller as well as the various accessories.
Sega Genesis Blast Processing:
This advert is great for all the wrong reasons. it uses very dirty tactics, and many may see it as un ethical. Sega directly attacks the nintendo NES which some may see as slander. it claims that the sega genesis has ‘blast processing’ where as the NES doesn’t. it then goes on to compare the Genesis to a high speed race car and compared the NES to and old broken van, it even went as far as to strap a NES to the back of the van. the advert also shows some gameplay of games such as sonic the hedgehog, which ties in well to the advert as they are high speed action games. it also shows nintendos own super Mario karts, and displays it as a slow paced game.
these very dirty tactics are effective but un ethical and in the modern day would not be allowed on television.
Comparing the 2 retro ads:
the 2 ads are for the same type of product yet take very different approaches. the NES aims it product at teenagers with its high action advert, where as the Genesis uses dirty tactic to both slander to competition whilst still promoting its own pro ducting and claims it has something that the other console doesn’t. personally i find the Genesis ad to be the most effective however i feel the NES ad is the better ad of the two because it does its purpose without the need to slander the competition.