Download free eBooks at bookboon.comMarketing Communications
Advertising Techniques
- SLICE OF LIFE: This technique is based on a dramatic formula. PREDICAMENT +
SOLUTION = HAPPINESS. A typical, true to life situation is dramatized in the hope of
involving the viewer to the point of thinking as if the scene is referring to his situation.
In the scene using this technique, A meets B. B has a problem. A has a solution: buy the
product. Next scene – grateful B. reports success after using same product. The format in
this technique is very popular and it uses special actors who have skills needed to achieve
variety in the setting and presentation of the problem. - STORY LINE: a story line message is similar to a small movie episode, except that narration
is done off screen. A typical video may show a family in their driveway, hoping to leave for
vacation but unable to fit all travelling loads into their car. Camera then shifts to the family
in the neighbourhood, also leaving on vacation and able to pack everything and everybody
into their new station wagon. During these scenes, the announcer explains the advantages
of the roomy wagon. - CUSTOMER INTERVIEw: an interviewer or off screen voice may ask a housewife, who is
usually identified by name, to compare the advertised kitchen cleanser with her own brand
by removing two identical spots in her sink. She finds out that the advertised product does
a better job. - STILL PHOTOGRAPH AND ARTwORK: this techniques uses close up photography
of still photos and artwork, including cartoon drawings and lettering. This technique can
structure a highly illustrative, well-paced message. - ANIMATION: as opposed to “live action” it is the use of real people and objects, animation
consists of artists’ inanimate drawings, which are photographed on motion picture film one
frame at a time and brought to life with apparent movement as the film is projected. This
technique is now possible using animation software on the computer. - ROTOSCOPE: in the rotoscope technique, animated and live action sequences are produced
separately and then optically combined. Wikipedia describes rotoscoping as an animation
technique in which animators trace over footage, frame by frame, for use in live-action and
animated films. Originally, recorded live-action film images were projected onto a frosted
glass panel and re-drawn by an animator. This projection equipment is called a rotoscope.
In the visual effects industry, the term rotoscoping refers to the technique of manually
creating a matte for an element on a live-action plate so it may be composited over another
background. This device was eventually replaced by computers using animation software.