Task 2 - Form and Style

Form and Style 


Narrative Structure - A narrative is a name for story. Just as narrative theories apply to films and Tv Shows, they also apply to adverts to make them be more appealing. Tv advertisers main goal is to convince consumers to buy products and in doing so they apply a narrative structure to the advertisement. Here is an example of an advertisement with a narrative structure;

Linear Narrative structures- where we are presented with a version events as they happened with the beginning, middle and the end in the 'correct' order.

Non - linear narrative - where the story is presented not in the correct order, so the middle, beginning and end are all mixed up, many adverts have done this. Flashbacks can be used as an example for Non linear.

Anti Realist narrative -  Anti realist narrative are things that are not real, for example vampires, aliens etc. This is a good form of advertising because they are often silly and strange so therefore they stick in the audiences mind. For example the oasis advert below is an example of a surreal anti realist narrative as a giant duck is invading the city.




Realist narrative - realist narrative is an advert that uses a real life storyline, Like a mum washing the dishes, cleaning the house. This is something the audiences can recognise it and relate to it. This is a good form of advertising because the audience can imagine themselves using the product in a familiar situation, so it would feel like that product would fit into their lives really well. For example in the video below; Here is a Vanish advert which is using the product in a typical home situation.

Series advertising this is where all adverts are linked up with each other, basically they have a story line. For the B.T adverts featuring the Characters Adam and Jane. This is a good form of advertising because over a series of two of three connected adverts the target audience starts to become familiar with the characters and their story. Creating interesting characters makes the advertising campaign more memorable, so the audience is more than likely to remember the advert. In the clip below you can see an example of the BT series Adam and Jane which was a long running of series adverts in which the audience also had a chance to vote online into what happens to Adam and Jane. The series was like a mini soap opera, and created lots of interest from the public.