Week 18: Developing Ideas: Television Advertisement Research:

Over the past few weeks I have researched into the different aspects of television advertisements, such as the themes, styles and technical aspects of creating a television advert. I had an initial idea for an advert for Kit Kat and I then researched into the different themes which are included within different chocolate adverts, therefore I analysed existing chocolate adverts and looked at the themes within these advertisements, for example, the theme which I gained from the Galaxy advert was the theme of relaxation. This was also represented in other adverts which I looked at, this shows that this is a running theme throughout chocolate adverts, this then gave me an idea that for my initial idea I could incorporate the theme of relaxation.
Another theme which was shown through some of the chocolate advertisements was Humour, this I believe is a good quality to have within a TV Advert, as this catches you attention and the adverts then become memorable adverts, an advert which I analysed which includes humour is the advert for Maltesers, these show a series of people being daring, which makes the advertisements really funny and the message which they want to portray through the advert . From researching into the existing advertisements I know have an idea of the theme which will suit my Kit Kat Idea for a television advert. Below shows a video of the Galaxy Chocolate Advert

I have also researched into the technology involved in creating a television advert, these included Computer Generated Images, such as 3D Graphics, Morphing and Animation, by researching into these different CGI's I now have an idea of the images which are used within television and how they can be created. Another aspect which I researched into was the Editing side to creating a Television Advert, this includes the editing techniques and the rules within televisiona advert editing.
I also researched into the Camera Shots and Camera Angles used within television work and I have listed and shown some of the camera shots which can be used these include:
Mid Shot
Long Shot
Medium Close Up
Close Up
Cut In
I learnt a new camera shot by researching into the different shots, which is a Cut In, for example, this is when they show a quick shot of the product they are promoting and then the effect which the product has on them is quickly shown afterwards. This is an example from a Thorntons advert which I analysed.
I also researched into the different camera angles and listed below are the ones which I found:

Birds Eye View


Birds Eye View of New York City
















High Angle

High Angle Shot

Eye Level

Eye Level Camera Shot

Low Angle

Low Angle Camera Shot of Tower Bridge

I also researched into MISE-EN-SCENE which includes the whole performance, costumes and props, from researching into MISE-EN-SCENE I have learnt a lot about how the character(s) can can show their personality through the costumes which they wear. The props also have a huge part within a creation of a TV Advert because you can use simple props but they can become very effective to the whole of the television advert.
Overall, by researching into these different aspects of a production for a TV advert as I now know how the different effects can be created for adverts and how different camera angles and camera shots can create an effective TV Advert.