Explore The Relationship Between Context Purpose, Audience, Stylistic Features, And Language Features In Filmed Advertisements

Purpose

The purpose of this task is to explore the relationship between context purpose, audience, stylistic features, and language features in filmed advertisements and effectively compare two texts.

Task summary

This task explores the relationship between context, purpose, audience, stylistic features and language in filmed Advertisements. A filmed Ad is a form of advertising where audiences are persuaded to buy a product or attend an event, provided information on a current societal issue or message.

Choose two filmed advertisements and write a comparison of the following characteristics:

• Purpose – what are the purposes (to inform, to entertain, to promote, to grab attention, to create suspense/tension, to create humour etc.) behind the creation of these filmed advertisements? Remember there may well be more than one. How effective is each in achieving their aim?
• Audience/Impact on Audience – who is the target audience for each Ad? How can you tell? What different techniques do we see that support this? How are they used?
• Stylistic Features - what are the characteristics that define the form of the filmed ad? Does each of the ads follow the typical conventions of this form, or do they break them? Look at features such as genre, characters, setting, visuals, sound, music, editing, pace, camera angles, mood, tension, lighting, narrative structure, point of view, computer generated imagery and symbolism. Are the features different? If so, why?
• Language – report on the language structures and features used and their purpose and effect. Is narrative voice-over, dialogue, tone or volume used? Is there a relationship between the language and the visual images? Use of emotive language? Idioms? Etc.
• Context – in what context was this filmed Ad made? How does its social context affect its style and content? How may a different social context have altered it?

Make sure you compare each filmed advertisement within each paragraph, don’t just write on one text and then the other. Your discussion should centre on similarities as well as differences between the two Ads and should include specific examples to support your discussion.

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