Please note! This essay has been submitted by a student.
In the first half of this report I will be discussing how adverts are structured, the characteristics and what procedure they have to go through to before they can be screened. In the second half of the report I will discuss motion effects and how they are made and what the uses are.
When making an advert there are some rules which have to be followed, this is so that your adverts do not offend a viewer. The government brought in the law “The Communications Act 2003”, which came into force on 25th of July, this supersede the “Telecommunications Act 1984”. The Communication Act 2003 introduced Ofcom. Ofcom ensure that the customer receives best service from their broadband provider, mobile services as well as checking the TV and Radio. They help make sure people in the UK are satisfied with what they are seeing on the TV and hearing on the Radio. They deal with and investigate the complaints and sometimes find that the broadcaster has broken the rules.
ASA is the Advertising Standards Authority employed by the government. ASA respond to concerns and complaints from viewers and act to ban the adverts which may be misleading, harmful or offensive.
BCAP also known as the Broadcast Code is the rules in which you need to follow when making an advert. BCAP makes sure adverts are legal and do not mislead or offend the viewer. BCAP also make sure that the ad is screened at an appropriate time so that children do not see an inappropriate or rude advert. For example, an advert for condoms will be casted at watershed as they do not want children seeing that advert.
The TV advert which I will be analysing is “The Cog”, a 2-minute advert produced by Honda and released on Sunday the 6th of April 2003 during a commercial break of the Brazilian Grand Prix. The advert was such a success, that Honda’s sales increased within the first month of the ad being released. The advert follows the convention of a Rube Goldberg machine, using inner parts of a Honda Accord.
The 2-minute advert is so satisfying to watch and flows perfectly which catches the viewers eye. The narrator at the end of the sequence quotes “Isn’t it nice when, things, just work?” This is referring to the car and how it is so satisfying and reliable and works perfectly just like the sequence. The advert opens with a close-up of “The Cog” rolling towards a bearing. The camera slowly pans out as the chain begins, tracking left to right. The engagements of the inner parts become more complex as the shot gets closer to the car, going from simple collisions to ziplines made from a bonnet release cable, scales and see-saws constructed from multiple carefully balanced parts. The characteristics of the product are conveyed through the perfection of the sequence and how satisfying it is.