Evaluation coursework; part 1

Evaluation coursework; part 1

In this essay I will be writing about the findings of the research I did prior to completing my production task. I looked at the common codes and conventions used in advertising and how they could inform, inspire and influence me when I made my own product.

I found that many adverts share common themes. One example is the use of 'shock tactics'. Peta's 'Stolen for Fur' advert uses this technique to visually shock the audience through its use of bloody, skinned animals. This advert shocked me, as it is quite distressing to see maimed animals, especially when these creatures are given human voices to express how they feel. This makes them more relatable to the viewer, which in turn allows us to give them sympathy. I incorporated shock tactics into my own storyboards by using gory imagery to express my viewpoint about fur. I think advertisers use shock tactics to hit the audience's need to nurture, as when we see anything in harm it is a naturally instinct to protect it. As an audience we are positioned in a way that we cannot help which makes us feel guilty. This guilt goads us into donating to the charity. By donating money we as an audience can be at ease knowing we have aided the cause. I also think the encoders of the advert used shock tactics as personally as an animal lover the imagery made me angry to the point I wanted to do something about it. The iconography installs the emotions of anger and outrage that human vanity is so shallow that is allows innocence animals to be slaughtered and skinned for it. Fellow animals lovers will feel inclined to do something to stop this from happening. 

Another theme I found common among advertisements is how characters are framed and lit. The lighting of the adverts are often low key. This denotes the character's emotions, dark colours being used to symbolise their sadness about their situation. A more physical symbol of their emotion is often shown through facial expressions. The 'victim' is usually framed in high angle shots, making them seem insignificant and vulnerable. This narrative makes the audience feel sympathetic for the character. This is an advertising technique popular among encoders as it stirs the need to nurture within the audience. One particular advert I found interesting that used this approach was the Samaritan advert which told the story of Lisa. The advert itself played upon my heartstrings and moved me.