Comparing 2 Adverts
The imprecise shadows are unconventionally layered through scratches and livid groans bellowing it echoes of pain and insanity. The ripples and cuts creasing through the skin pull the face apart accordingly so the distorted effect can cry its relief. The advert is a dark eerie poster dragging the reader’s know-how on confronting its sustained self on the extreme end of a migraine. The potency the advert holds on potentially redirecting ones self towards this poster is effectively executed to reassure one that ‘help is at hand’.
The names hints its creation and susceptibly forces ones metal conscience by displaying a scratch-like font in order to stand out and spread its message as if the writer was in intense pain scraping at the surface. When you first glance at the advert a pale man is shown with a cracked forehead of many pieces. I suspect that the graphic designers inserted a picture of the moon onto the forehead and through illusion deceive ones vision of a normal head like faulting beneath the earths crust. The informal layout is appropriately applied in this advert by spacing out the picture from the text in an order of persuasion.
The unusual use of a black and white advert keeps it simplistic and yet allows for the dramatic effect of shadows which would be far less effective in a colour advert. The unusual inclusion of the slogan beneath the images mouth has been cleverly positioned as the contorted mouth draws the eyes focus. Having it positioned here reinforces the agony and piercing cry being expelled from the mouth. The insertion of the fragmenting skull flying off behind and left off the central image has been used to symbolise the term ‘a splitting headache’ to its literal interpretation.
Any fellow sufferer would find this image easy to empathise with in its simplicity. The animalistic qualities of the rest of the face, highlights sunken eyes, distorted nose, heavily shadowed ‘laughter lines’ rippling across a veined cheek and disfigured hairy ears. These are some of the distinctive characteristics a migraine victim would feel but may not portray. As a synopsis the advert would have targeted many 16 – 40 year olds. Though the advert lacks familiarity with the rich and famous it still holds promising messages in the fight against a migraine.
Media Essay – 2 Adverts (TV ; Magazine Ad) Credit Card Advert The producers of the MBMA credit card advert have made a clever but subtle use of colour and lighting. They have maintained a sheik silver / greyish background and foreground through the entire advert to consolidate the professionalism of their status. At times a right hand side lighting angle had been used which then merged into the additional overhead lighting being applied. The effect of this was to totally reinforce the focal point for the audience. However, the lighting changed once the main intent appeared on screen.
The product appeared in a radical effect, focusing on the emergent of the digits followed by the outline of the card which gradually intensified to reveal the complete product. The impact of this technique would grab the viewer’s attention or deter the viewer from listening further as it finally crystallises. At this stage the lighting techniques are also changed to a central focus with no shadowing but a glow around the peripheries of the text. Though these changes were quite subtle it reinforces the business like nature of company by flowing fluidly.
The advert is by a credit card company trying to convince the viewer to apply for a platinum card. It was designed for as wide a target audience as age would allow them. The text was delivered in an inviting and pleasant tone that had no distinct dialect. Some words are stressed at key times throughout the presentation e. g. wouldn’t, never, even. There confidence in their product includes a 2 second pause and an even longer blank screen. These techniques would set them apart from the usual run of the mill credit card advert.
The voice paid a key part in maintaining the viewer’s interest by lowering and highering the pitch at which the text was delivered. In an attempt to personalise the bond between the viewer and the product the narrator stresses the words ‘oh’ as if it is an afterthought which may be the bate to attract the viewers awareness. In my opinion the fonts did play a highly important part in the script. At no time were the fonts ever larger than the product it self. They were used to emphasize the number of people already assigned to the product, in an attempt to establish themselves with the viewers questioning mind.
The rest of the key text was enlarged suitably e. g. interest, time and initial, 0% benefits. This advert to me seems very well thought of and constructed in a realistic approach understood by a huge range of audiences; this can induce the visually impaired or even the ethnic minorities. The simplistic approach used by the company never allows the screen to be cluttered or decentralise the viewer. They selectively chose simplistic items which could be non-taxing on the mind but familiar to an immense audience. The items chosen were a nut from a bolt, a coin of the realm and two pools of solder.
At no time where these individual items ever joined by any other item or font. They used only the power of sound, voice and lighting to impact these insignificant items upon the audience. The musical directors synthesized the elements of sound most successfully. The initial third of the advert relied heavily upon the slightly enhanced sound made by a rolling nut or rotating coin. The almost unnoticeable use of additional sound track was introduced in a ‘sinodial’ outcome. The first sign of additional sound was the chimes from a large church bell, and then the solder was accompanied with a harmonious tone of violin.
After the initial silence of the screen a transposition from a low to a high choir effect was used to re-establish the silent communication between the viewer and the advert. Their tactics changed once the final product morphed upon the screen. The background sound was de-prioritised allowing the narrator to inform the viewers about their competitiveness, ease of access and professionalism. Media Essay – 2 Adverts (TV & Magazine Ad) Comparisons I believe that both advertising company’s have compiled a strong campaign for the media type they were targeted for.
Though Migraleve could transgress onto the media of TV it would inevitably become extremely costly to the company due to the 3D effects needed around the skull. Similarly the MBMA would lose its originality in print and end up being a bland everyday credit card advert usually randomly placed inside a fashion magazine with no credibility at all. Both adverts in my opinion specifically targeted audiences well, with Migraleve’s emphatic use of creative graphics to engage the fellow sufferer’s interest, and MBMA’s simplistic but sleek and up to date credit card advert to entertain but contain an importance between both parties.
They have equally used other objects, the moon and everyday items to add an initial sense of experience to their campaign before the object is revealed beside it or around it. MBMA’s promotion is attempting to link the use of a credit card to part of a ‘normal day’s routine’, whereas the symbolic use of the moon in Migraleve’s campaign has been selected to portray the light and dark surfaces of the moon, or life with or without a campaign.