An advertising film, TV commercial or TV spot - this is what one can call the promotion of a product or service broadcast on television. There are, however, certain rules that advertising must fulfil in order to be effective and fulfil its purpose. What are its functions and objectives?
Television advertising is a mass medium whose main purpose is to build certain behaviours, generate needs and evoke desires. Sometimes they annoy us because they interrupt a favourite programme, but some have become so iconic that they have grown into our memory for years and we return to them with fondness.
- Who among us doesn't associate Christmas advertising Coca-Cola? The famous red truck, illuminated by thousands of lights, heralds every year that Christmas is getting closer and closer.
- Advertising for chocolates Milka and the famous marmotwho sits and wraps them in silverware.
- Network Plus and the Mumio cabaret - the lyrics from these adverts remain in sayings and jokes to this day.
- Beverages FRUGOwhich disappeared from the shops for years some time ago returned with a huge bang and, thanks to earlier advertising, they were remembered and their return to the shop shelves was spectacular.
However, it is not only product adverts that are deeply memorable. Spots also include social action.
- "Because the soup was too salty".- is the slogan of a campaign that aimed to draw attention to the problem of domestic violence.
Main forms of advertising
All of these advertising films, although they carry a completely different message, have one thing in common - a well-chosen form and effectiveness. Jacek Kall, a respected advertising specialist, distinguishes six main forms of advertising:
- Demonstration of operation, is an advertisement in which a company demonstrates the superiority of its product over those of its competitors.
- A slice of lifeis an advertisement in which the product is presented as a problem-solution-satisfaction scheme.
- RecommendationsThe most popular and well-known people, celebrities and often authorities in a given field appear in advertisements and recommend a product or a whole brand.
- Lifestyle, the aim of such advertising is to hit people, users who prefer a certain lifestyle, to evoke positive emotions.
- Humor, are adverts with humorous elements.
- Animation, the commercial does not have to be a cameo, this type of commercial is made using an animation technique.
The most important thing about advertising is that it evokes emotions. Almost all of our decisions are consciously or subconsciously driven by emotions. They determine our choices and shape our needs.
The stages of creating a TV commercial are the same as for any film: pre-production, production and post-production. However, in the case of advertising, the most important thing is a very well chosen and well-thought-out strategy and, consequently, a well-developed script. A television commercial must, above all evoke emotions in the viewer. All the more so nowadays, when we are inundated with advertising and information from everywhere. There needs to be more than just a pretty, correct image; there needs to be something behind it, something to connect with.
The commercial we created for BETFAN is a great example of the combination of recommendation advertising, lifestyle and humour. An authority and great athlete reveals a piece of his daily life, a lifestyle of training. In addition, the voiceover tells the story of advertised company. The protagonist ends the ad with a humorous but appropriate line. Everything is kept in the right character and colour tone.
Did you know that.
...the statistical Pole spends 4 hours and 23 minutes in front of the television.
...the world's most expensive commercial cost $33 million and was produced by Chanel in 2004.
...The airing of the first commercial took place on 1 July 1941 in New York, it was for Bulova (watches) and cost $9.
...Often in advertising, the technique of 'performance conditioning' is used, i.e. the product is surrounded by objects that evoke positive emotions.
...the most important function in food advertising is played by food stylists. They make sure that the food looks good, and they have their own ways of making sure that, despite many hours on set, the food always looks striking and aesthetically pleasing.
...the largest amount of advertising is for foodstuffs.
