3. What I have learnt about the codes and conventions of television adverts and how I intend to demonstrate this knowledge and understanding in my production in order to communicate meaning successfully

Understanding of the codes and conventions of television adverts is vital in creating a successful advert yourself. These codes and conventions have made other adverts very successful, and because the audience are expecting to see these codes and conventions, if I do not use them then the advert may not be successful as it might confuse them.

One clear convention I have found in deodorant adverts is the use of the bathroom as at least one of the settings in the advert. For example, in the Nivea Men stress free protect advert above, it starts with a shot of the main character in the bathroom. This is because this is the area in the home where deodorant is applied, and so it sets up a relatable scenario for the audience, thus adding appeal. I intend to start both of my TV adverts with similar shots in the bathroom, in order to follow this convention.

Another clear convention seen in both of the pictures above is the deodorant bottle being in the shots and being used. This means the audience can see what the bottle looks like and therefore see the branding. It also means they can recognise the bottle in the shop if they see it, and therefore buy it. I have followed this convention in my adverts and will have the bottle in shot and will also have the actors in both adverts applying the deodorant. Also, the use of the bottle will help to construct a brand identity, as in the adverts it will help the actors be themselves. Therefore it will help to connote the idea that the brand encourage breaking social stereotypes.

As seen above in the Degree women dry spray advert, the advert often finishes with a pack shot of the product with the slogan next to it. This is used to again make sure the audience know what the bottle looks like, and what the USP of the product is (signified by the slogan). This will be followed in my adverts, which will feature a pack shot of the product, with the USP connoted through the slogan. The logo and slogan often clearly lay out the brand identity of the product, for example above it connotes that the product's brand identity is cleanliness and hygiene. In my adverts there will be a slogan clearly seen to signify the brand identity.

The above advert is the Nivea Men advert featuring the Liverpool FC players. This is an example of the use of music to connote the mood of the advert, and the use of soundtrack to add humour, both of which are clear conventions in deodorant adverts. The music in this advert is happy and energetic, as the deodorant's USP is to prevent stress, and therefore be happy and energetic. My adverts will follow this convention, as they both will contain relatively happy and active music to connote the happy and active feeling the deodorant will bring.

The other convention seen is the use of the soundtrack to portray humour. Towards the end of the advert, the music stops as a dinosaur crushes the car, which is intended to be a humourous moment. I will follow the convention of using the soundtrack to portray humour, as in my second advert when the main female is on a date with the boy the music will be boring, compared to the happy music when she is on a date with the girl.

Another convention of almost all TV deodorant adverts is the use of fast paced editing and a range of camera shots, as seen in the Nivea Men advert above. Both of these conventions help create the brand identity of this product, which is energetic and stress free. In my adverts I will use both fast editing and a range of camera shots to connote the active part of the Wave brand identity.

Overall, through my research of the codes and conventions of TV deodorant adverts, I have understood how they are used to appeal to the audience, and therefore they have influenced me to use them in my adverts as well.