For one of our ancillary task, Steve and I have to create a TV sponsorship sequence. Therefore, we need to start establishing some ideas of how these are formed, from their key features to their length. Below, are some short analysis' of two different TV sponsorship sequences, that will help us know what sort of things we need to include for our own project.
Analysis 1 - 'TalkTalk TV' X Factor 2013 sponsor.
This clip shows a sequence of 4 different clips all placed before X Factor, showing a variety that are viewed before the show. This has to be done in order to add an element of interest and so viewers don't get bored of the same clip. Luckily, Steve and I will only have to create one. Another thing that is immediately obvious is the length and structure of the adverts. All of them are around 10 - 12 seconds long, and this is effective as it makes them memorable. It also bares in mind the viewers, who wouldn't want to watch a long clip as they are waiting for their programme to re start. This is an aspect Steve and I need to consider when creating our own - the situation. As for structure, all 4 use similar footage of animated characters, sitting down to enjoy TV. The structure also involves a voice over towards the end, simply stating the company name and what it is sponsoring. This is simple and effective, and means the viewer doesn't feel overwhelmed by advertisements before their programme.
As for specific details, these sponsorship sequences use some good techniques to make their sequences memorable and effective. For example, all 4 clips relate to the show they are sponsoring, the X Factor, by showing its characters settling down to watch the TV together - in terms of advertising techniques (ref to research) this promotes the idea of family values. It also effectively uses either to X Factor theme tune or a singer with cheering crowds as its background sound. This will be familiar with the audience, as it relates to the show, therefore works well and relates. It also uses a location of a living room/family household, relating well to its audience. It is these sort of links with the TV programme that makes this sequence particularly successful.
This particular sequence is of a high budget - the animated images are clear and well created, which is something Steve and I would find difficult to recreate. However, it is this idea of abnormality and difference that makes this advert effective also - they could have just used a regular family, settling down to watch the programme, but that would have been too normal. Therefore, we should learn from this that we need to make our sequence unique, and give it a unique selling point, in order to make it successful with our audience.
Analysis 2 - 'Zugo's' Comedy Central sponsor.
This clip shows just one, 11 second long sponsorship sequence for 'Zugo's Deli Cafe.' As with the previous clip, this one is only short, making it more memorable and less intrusive of the TV programme. However, this clip sponsors a TV channel, as oppose to a programme. This suggests a general convention of a sponsorship sequence is that they are short and to the point.
This particular sequence uses very few camera shot throughout - a close up of the product, a wide shot to display the entire kitchen, and both characters (a two shot.) A slight zoom is also used to establish the scene slightly better. This is effective as it means the advert is simplistic and easy to follow - in such a short amount of time, clarity is important. A key feature of this particular advertisement is the humour it uses. The chef is pretending to be a microwave, to further present the idea that this product is really good, and could be mistaken as being cooked by a chef. The diegetic sound of him making the microwave sounds is memorable, as they are distinct and funny. All of these ideas not only display the product in a light hearted way, but they also link well to the programme being advertised, which is a comedy channel. It effectively sets the tone for the entire channel.
Katie Hunt
This clip shows just one, 11 second long sponsorship sequence for 'Zugo's Deli Cafe.' As with the previous clip, this one is only short, making it more memorable and less intrusive of the TV programme. However, this clip sponsors a TV channel, as oppose to a programme. This suggests a general convention of a sponsorship sequence is that they are short and to the point.
This particular sequence uses very few camera shot throughout - a close up of the product, a wide shot to display the entire kitchen, and both characters (a two shot.) A slight zoom is also used to establish the scene slightly better. This is effective as it means the advert is simplistic and easy to follow - in such a short amount of time, clarity is important. A key feature of this particular advertisement is the humour it uses. The chef is pretending to be a microwave, to further present the idea that this product is really good, and could be mistaken as being cooked by a chef. The diegetic sound of him making the microwave sounds is memorable, as they are distinct and funny. All of these ideas not only display the product in a light hearted way, but they also link well to the programme being advertised, which is a comedy channel. It effectively sets the tone for the entire channel.
Katie Hunt
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