Boys and girls are of the same stature. Adverts aimed at young girls are usually fantasised and musical, while adverts for young boys are usually loud and perhaps even violent. In further detail, the girl adverts usually include lots of sparkle and glitter, perhaps making it more eye-catching, also relating to the magical and fantasy theme. There are a few which do not portray that theme; however, they all seem to set it out as a safe and pleasant environment for the girls. Pastels and bright colours are used with swirly, bubbly font.
The children will always be smiling and the voice over is almost always a soft, sweetly spoken woman (who from my point of view almost sounds patronising). ‘My Little Pony’ is a perfect example. The woman speaks to the girls playing with the toys, instructing them to help the ponies get out of trouble. She then tells them that they saved the day. Very patronising. The music will either be slow with a soft beat or poppy. Most songs are very catchy and corny, but I am afraid to say, do actually work! They usually stick in your mind, making them very popular. The camera is never quick nor stark. It is always slow and soft.
Unlike the boys adverts whose camera is always quick, sharp and dynamic. Special effects are also added, making the advert more exciting. Adventure seems to be a big element in boy adverts also. This is why the advert is usually staged in the rough outdoors sometimes; however; it comes across as slightly futuristic, with the special FX and dynamically angled camera being used. The music is a low steady beat, sometimes with a build up. With the exciting voice over nearly almost being male, a wrestling voice is very popular. This type of voice compliments the violent scenes that are quite frequently used.
The writing is bold, harsh and powerful. With dark, occasionally military, colours included. This seems very sexist to me. Adverts including military sources are almost encouraging boys to want to be in the army. Not girls, only boys. The descriptions above are all evidence of how society have stereotyped us. Children are influenced greatly by adverts and television, perhaps a little too much. Does this set us up for society? Do we live by ads? Although the way society stereo-types us does have a large impact on our lives, I don’t think it is entirely based on advertisements, however that is a different story all together…
However, TV adverts do receive a lot of publicity. If a TV advert is original, it will stick in people’s minds: event to be brought up in conversation. The celebrity factor is a very common way of effectively advertising too. As the celebrity eventually can be associated with the product. Gary Lineker and Walkers crisps are one case. Sometimes, if the celebrity is well known and popular, he or she can sell the product just by their appearance on TV. Film trailers are the same in this aspect. Well-known celebrities who star in a film are often mainly focused on in a film trailer.
Again, like the TV ads, film trailers have the advantage of movement and sound. Film trailers aren’t free to advertise their film how they want. They cannot deceive the audience. Flicks from the film are very commonly used as it gives the viewer an idea of how the film is set out and what its genre is. When editing, they have to pick out and in which order they are played and put together, making sure the film outline is still sticking to the original story. The editors and producers must also decide which target audience they want to promote their film to.
Obviously aiming for the largest viewing audience possible. Bearing that in mind, they also have to assure that they are not violating any other viewers. Swearing, for example, should be limited as much as possible because although the film maybe aimed at over 18’s or 15’s (according what is on the age certificate) the film trailer can be viewed by anyone, even children. They must be selective on which scenes to broadcast; they do not want all violent pictures, for example, because they must stick to the story plot. Again, deception is not an option; in fact it’s illegal.
They mustn’t misinform us. I have watched both the film and film trailer of G. I Jane. Which allows me to compare the two and reason whether the film is as appealing as the film trailer. The film trailer begins with a blank screen, then with the famous director’s name shown in bold. Demi Moore is shown in bold also. The celebrity factor obviously being a large element. The sounds to this are very scientific. Already imprinting an image of what the film could be about. Then throughout G. I Jane there are only scenes shown from the film.
I think this is a good way of advertising as it shows the film at its prime without much deception. Lots of catchy sayings and phrases being shown with no voice-over. Some of the phrases being captured are essential to the advert. “How am I meant to fit in with these guys when you’ve got me set up as an outsider” this particular phrase already gives you an idea of what the film is about. From this phrase you can assume that it is about a girl who is training to be in the RAF, yet is also being prejudiced against because of her sex. Another “That woman’s gonna last a week. ” Followed by “Damn that girl is good.
By showing these scenes after the other, it informs us that her trainers and the senator didn’t expect her to last; but she did. The writing over is also catchy and cleverly thought of: using bold font. “There are two sides to every conflict… there are two sides to every LIE” This captures your attention and again, makes you think, therefore wanting to know more and possibly attracting you more to watching the film. The camera shots are very close, quick and dynamic, which makes it seem exciting and scary. Making it obvious to the viewers that the genre is an action-packed thriller.
The fact that it is a war film is also made obvious due to the scenes of battles and training. There aren’t any bright colours nor are there any happy and cheerful scenes. Just shadows and flashes, giving us the image of it being scary and exciting. The music is very loud and dramatic with a build up towards the end. Leaving us in suspense, wanting to no even more. G. I Jane is left at the end as an imprint. Followed by the date of its preview. Leaving us with the only information of when to see it. Leaving an imprint which is hard to be forgotten, bringing publicity and sales.