In the car advert we have a much more believable setting because it is set in a large city with numerous people hanging around shops, bars or cages. It also has other cars driving about. As the couple in the ad are driving they stop at a traffic light, which shows realism. Whereas the NHS advert is more symbolic of a hospital. We only see the girl in a darkened room, and in most hospital all areas are bright and crowded. Unlike the NHS advert, the car ad is set in daytime in natural light.
The use of a couple adds to the realism as well as giving the audience something to relate to. Also, the man staring at other women makes the ad more realistic. However, the woman kissing a stranger lowers the realism factor since someone’s girlfriend kissing a stranger in front of her boyfriend, with both laughing about it, would not likely happen in a real life situation. The setting in the car advert helps sell the product by appealing to a particular type of person, the use of a large city, a woman driver, who is in control throughout, to make it appeal to city women, by displaying the car as being a city car.
In advert 1, the NHS advert, the characters are represented in different ways, the first character is a young teenaged girl, in a green hospital gown, the other is a older woman nurse, who’s performance is judged on her voice as we never see her. They represent the girl as being a young sick patient, who is unable to speak, this is done to create sympathy for her as well as to make her performance engaging. The older nurse is represented by voice as being motherly, caring and patient.
In advert 2, the Car ad, the characters are represented as being fun-loving, easy going, realistic boyfriend-girlfriend couple. They use a woman driver to represent the woman as being independent and in control. Technology is used to help make an advert effect. In the NHS, the close up helps make the advert effective because the draws attention to the girl, it creates a scene of anticipation within the viewer to see if she will talk. In the car ad the close up shot of the woman in the car shows her independence and that she is in control. The tracking shot of the car gives the audience a sense they are there.
While the NHS advert uses only 1 camera shot in order to keep focus on the girl. Whereas the car ad uses 30 shots to reflect the fun and practical nature of the car as well as to display the car from different angles to advertise it. Sound is used effectively in both adverts. In the NHS ad there is only diagetic sounds such as the rattling of the trays, muffled voices, and a heart monitor, which is symbolic of the hospital and tells us we are in a hospital environment. Nurse Robinson talking to the patient over powers the background noise. It is not just the strongest sound in the ad, it is also the most powerful thing for the girl.
In advert 2, the main sound is the song ‘Watch the Girls go by’ which sets the fun-loving mood/atmosphere and the stone of the ad. The conversation does not take away from the mood created by the sound track, making the conversation disposable and not necessary for our understanding of the ad. Ad 2’s main sound feature is non-digetic unlike advert 1, which is all realistic sounds. A slogan is a memorable phrase used in advertising. It usually contains an idea that is associated with the product. The car ad’s slogan is ‘Spirito De Punto’. I think it is a good slogan because it sums everything that has happened to being down to the spirit of the car. .
The NHS slogan is the ‘The NHS needs new nurses’ this slogan sums up the NHS current situation in one sentence and their need for more staff. Overall, I think the car ad is the most effective at persuading people to get the product with its use of fast paced editing and the way they use the camera shots to display the car from many different angles. It is a fun and exciting advert that is effective in promoting the product. It also had more of a lot then the NHS ad, but yet was easy to follow and didn’t require any dialogue to understand. The perfect setting, with bright weather, inner city, and use of young actors reflects the cars perfectness.
