In the first of the three a tortoise is speaking in a messy house about his ‘busy’ life. He has a Yorkshire accent. This creates juxtaposition as tortoises are seen as slow animals, however, the tortoise in the advert claims have just been out for a run. The advert is humorous and realistic. The tortoise creates the idea of a lonely character, who declares that he is busy all the time, but it quite obvious that he is just lying to stop pity. His loneliness and boring life is shown when he talks about the heating in his house which is easy to use.
In the second of the three adverts a pair of panda who are a married couple. They both have Scottish accents. They seem like an old couple that don’t have very exciting lives, as they are really excited about their new dishwasher. They want to invite people round just to see the dishwasher. The pandas seem really cuddly and fat, and they laugh a lot, like normal people. In the third advert, a cat is sat with a dog on the chair. I think they represent a married couple, like the saying “fighting like cat and dog”. The cat is moaning about how the dog is always on the chair when she comes in the house, but she praises the Heat Electric company because whenever she walks in the house it is always warm because of the heating. The cat has a Scouse accent.
The adverts for Heat Electric are really humorous because of the characters’ personalities and because of the hand gestures they make. Also, when the tortoise swallows it is really funny as his Adam’s apple is exaggerated and he looks really nervous. The 1980’s adverts stress family life, however, the adverts from the 1990’s show a more realistic view on family life through the single tortoise, the married ‘old’ couple of pandas, and the married ‘young’ couple of cat and dog. The advert is more subtle because the characters are not completely positive. They are just ordinary whereas the previous adverts were much more focused on the target product.
Each of the characters speak in regional dialects which is more personal. It is more effective this way because people can relate to the normal accents. The way the animals speak is very normal as they hesitate, interrupt, overlap, pause and use fillers like you would do with normal speech e.g. the tortoise uses made up words such as “off and onable” and he uses the words “erm” and “mmm” quite frequently. This makes it sound less scripted. The positives of the product are explained in more humorous everyday language, for example the tortoise says ‘easily turn on and offable’, which is not Standard English.
Nowadays, adverts tend to be more complex to receive a better response from the target audience. The example I am going to use is the advert for cancer research. The features people looking into mirrors seeing people they are close to behind them. Then, their loved ones fade away. For example, a bride is looking into the mirror and her father has his hand on her shoulder telling her she looks lovely. She puts her hand on his and turns to look at him. He then slowly disappears and a fact about cancer comes on the screen showing that the father character had died of cancer.
The characters shown are just ordinary everyday people you would expect to meet. When the characters talk they have regional accents which makes the viewers relate more personally. The music is soft and sorrowful. It doesn’t have words and is a classical piece, which allows the audience to stop, relax and relate with the characters on the screen and think like they would think after losing someone they love very much. The advert is effective because the audience can relate with the people in the advert.
At the end there is a lady putting her make-up on ready for a night out. In the mirror she looks back at her daughter who is sat on the bed. Her daughter says to her “You look lovely mum” and gets up off the bed. The audience expects the little girl to be dead which makes them upset, however the mother hold out her arms and the little girl runs into her mother’s arms. They embrace in a loving couple like normal mother and daughter, and then a message appears across the bottom of the screen saying, “two in three children are cured of leukaemia”.
The advert is quite upsetting as you feel sympathy for the people who have lost loved ones, and the sorrowful music connects with the images well. The advert ends with a man with a Standard English accent asks the audience to phone and give ï¿½3 a month for cancer research. His accent is serious and appeals to everyone instead of a certain accent which only appeals to one region. Also, the idea of a Standard English accent conveys the seriousness of the idea of the advert.
In conclusion, I believe that the genre of the adverts has become more sophisticated and complex over time. Personally, I think that if anyone from a modern day society saw an advert from the 1950s they would be appalled. They are really quite irritating and far too exaggerated to make the audience think seriously about the product. The advert from the 1980s would be quite effective these days although the music is so frustrating as it gets stuck in your head; I found myself humming it for the day. However, the advert from the 1990s would be still effective; they’re humorous, realistic and really quite enjoyable.