Sony Xperia Z TV Advert Analysis

Structure	Tick Box
Linear
Non-Linear
Realist Narrative
Anti-realist narrative
Animation
Documentary
Talking Heads
Stand alone
Series
Style
Humour
Surreal
Dramatic
Parody
Codes and conventions
Camera
Lighting
Sound
Editing
Graphics
Special Effects
Techniques (of persuasion)
Hidden messages
Overt messages
Emotional response or association:
Solution to a problem
Fear
Concern
Social Position ‘Keeping up with the Jones’
Self-perception
Celebrity Endorsement
Statistics
Hard Sell
Repetition

Describe and explain the structures of the advert

I've chosen a linear structure for this advert because the story has a narrative and runs smoothly throughout the short clip. I will also use the realist narrative structure because the advert is showcasing the past and the future of the Sony brand. It may look a little animated at times like an american barbie story, but is shows the history of how Sony has evolved.

Summary of Advert 

In the beginning of the advert (which shows a slow-moving flashback of the past), shows a group of people crowding in front of a shop window looking at the early version of the Sony TV that is showing a space rocket about to take off, it then moves on to two blonde girls rollerskating near the beach  listening to their Walkmans in the sun. The next scene moves on to a man filming the fall of the Berlin Wall with an old Sony Camcorder, while in the next scene it shows a group of friends playing on the early version of the playstation while finally in the last scene, it shows a present day India. A male and female couple join the colour powder throwing celebration. The woman is amongst the celebrants while the man films it on the Sony Xperia Z. The advert later shows the woman pouring water over the powder covered phone, showing the audience that its a waterproof phone.

Main message of the advert

The main message of the advert is to show how the Sony brand has evolved through history. Set against the remixed David Bowie soundtrack  it shows the colourful scene of the Holi festival in India, demonstrating the phone's waterproof ability and camera functionality  the narrator later goes on to explain "Sony has always brought you new experiences, and now you can enjoy the best of Sony in a smartphone".

Describe and explain the techniques of the advert

The techniques used for the Sony Xperia advert are statistics and surrealism. The reason why I've chosen the advert technique to be surreal in parts is something that I've mentioned previously. Through half of the advert, all of the characters came from different era's. The 1960's-70's highlight the Sony TV (looks a bit like the first Superman film), while the 1980's of the rollerskating girls using a cassette walkman shows the typical American looking barbie image of the girls. While the present day features a colourful burst of powder being thrown all around. Because the advert has been edited to become slow moving, it added a strong surreal affect to the video, it made it look like a short feature like film.

I've also chosen statistics for the advert technique because it highlights the history of the Sony brand. It showcases all the great inventions that they've done through the years and the new phone creation that will benefit the society.

Viewers that saw the advert where attracted to the bright colours and the slow pace of the video, giving them a reason to wonder and finish watching the advert. The music also went well with the happy and relaxed feel that the advert created.

Target Audience

The Sony Xperia Z is aimed at the upper class and educated 25-40 year olds who loves life and likes to go on an adventure. They will also appreciate the quality of the phone camera that will capture many exciting moments of that particular adventure. It is also targeted at mothers who have young children, they will always need a phone that was waterproof and dust proof due to the damaged that can happen if for example like a child dropping the phone in the toilet.

Identify and explain the characteristics of the product or service

Benefits offered:
The main benefits offered in the product is that it has a high quality phone camera and that its waterproof, a feature that everyone would like on the phones hat they have. It also has a high capacity to withstand accidents. It is very slim and carries less weight, making i easier to carry around. There is also a full HD 1080p touchscreen that's really sharp, the images and video's on it is really lifelike.

Advantages over other similar products (unique selling points):
The advantages that the phone has over other similar products is that unlike many phones, Sony Xperia Z has a waterproof and dust proof functionality (you can even use it in the shower). The waterproof function can make the phone last around 30 minutes under water. The phone also has a high pixel resolution on the camera, being 13.1mp. The phone also has a high battery life, when you turn the screen of, it automatically turns of the data on, increasing standby

Lifestyle Appeal:
The Sony Xperia Z has a sharp and stunning 5* screen which offers an unbeatable viewing experience. You may be watching a film, playing games or using the internet on your phone, but the Sony Xperia Z always gives you a high quality performance. The back cover of the phone also gives you three colours to choose from, black, white and purple, all classic colours.

Brand Identity:
The brand identity of the phone is that it has a powerful inside functionality  has a beautiful screen, good battery performance and a great design.

TV Advert: Doritos - goat 4 sale - Super Bowl 2013 Commercial

Structure	Tick Box
Linear
Non-Linear
Realist Narrative
Anti-realist narrative
Animation
Documentary
Talking Heads
Stand alone
Series
Style
Humour
Surreal
Dramatic
Parody
Codes and conventions
Camera
Lighting
Sound
Editing
Graphics
Special Effects
Techniques (of persuasion)
Hidden messages
Overt messages
Emotional response or association:
Solution to a problem
Fear
Concern
Social Position ‘Keeping up with the Jones’
Self-perception
Celebrity Endorsement
Statistics
Hard Sell
Repetition

Describe and explain the structures of the advert

I've chosen a linear structure for this advert because the story has a narrative and runs smoothly throughout the short clip. Each action presented in the scenes, has a direct link to what is going to happen next. The reason why I've also chosen animation for the structure of the advert is because of its usage of the goat. They would have used cgi in the editing process and inserted a scream sound that the goat did.

Summary of Advert

In the beginning of the advert, a man is walking down the road eating the chili Doritos's crisp when he sees another man with a neck brace selling his goat that was also eating dorito's.

In the next scene, the man (who has now bought the goat) enjoys eating the crisp with the goat. In another scene, the man in a show of excitement shows the goat a cabinet full of dorito's crisp. The goat eats the crisp non-stop, eventually annoying the man. The goats finds the cabinet empty of crisp the next morning and in anger screams and smashes a framed photo of the man and jumps on the table that held a mini architecture of a building done by the man. The goat then finds the man hiding in a room packed with dorito's crisp (whilst eating the crisp and writing a goat 4 sale sign). The goat enters the room, and kicks the door behind him. Before the advert finishes, the man is seen cowering from the goat as it is implicated that he would be beat up up like the first man who originally sold before the goat.

Main message of the advert

The main message of the dorito's advert is that the crisp is delicious, that's why it is constantly eating by the characters of the video (especially the goat). The second message (secondary) is that you shouldn't buy a goat because they can be greedy animals.

Describe and explain the techniques of the advert

The technique's used for the dorito's goat 4 sale advert is soft sale and wit and humor. The reason why I've chosen to use use the soft sale for one of my advert techniques is because it doesn't use force to highlight the message that you should by dorito's. Rather it uses a more subtle approach, staying casual and friendly. Soft sale adverts are often more likely than hard sell to persuade people to buy their product. This is due to the approachability that the advert offers. People would be more inclined to buy a product that doesn't show to much aggression, in turn putting people of from buying it.

The second advert technique is the usage of wit and humor. Humor plays a big part in the TV advert.The brand have created a man with a pet goat friend relationship that's got awry. They both have a similarity between them which is to eat the dorito's crisp. However as the goat kept eating the crisp without stopping, it eventually makes the man go mad and sneakily hide the crisp in another room while writing a goat 4 sale poster (presumably, he wants to sell off the goat). When I first watched it, the humor was what made me watch it again for a few time, I also showed a few people the advert. Because you don't see many adverts that show a goat screaming and kicking over things in anger, it was something that was quite unusual to see but managed to attract the viewer. The advert became an internet sensation after the Superbowl 2013 half time commercial break. It was a funny and different way to advertise a crisp advert.

Viewers that saw the advert where attracted to the way it gave them a reason to laugh and entertain them by its usage of the clever way they used an animal instead of another human, making it funnier to watch.

Target Audience

The target audience for the Dorito's advert is generally for the younger generation and it doesn't have a specific gender reference to either male or females. It's also aimed at people in the middle class. They are aimed by the way the crisp looks delicious, its also a very popular and international brand, almost everyone knows the good quality and taste of the crisp. 

Colours

The colours used throughout the advert (this also applies to the clothing), are mainly dull apart from the dorito's crisp. They were the only bright colours in the video. I believe that the company for the advert had made the colours more dull in the video and the crisp brighter so that our attention will be focused on it and will make the audience drawn to what the crisp is doing to the characters.

Identify and explain the characteristics of the product or service

Benefits offered:
The main benefits offered in the product is that it it is a delicious product to eat. A crisp hat everyone should try out. It is also addictive as shown by the goat and the man, who just can't stop eating it.

Advantages over other similar products (unique selling points):
The advantages that the crisp brand has over other similar products is that unlike many crisp, is that it is low in fat compared to most crisps. Dorito's are made with corn which is low in fat and high in protein. It is roughly around 150 calories about 8 percent of your 2,000 daily intake. It also has a taste factor that will satisfy most needs, these include, sugar, salt and fat. This suppresses many other cravings that people might have from eating crisp, this is like chocolate.

Lifestyle Appeal:
Unlike a lot of crisps like Walkers, dorito's are nicely shaped and are pretty to look at, because of the colour coating that the flavours (chili etc) might have, it provides a colourful outlook to the whole crisp.  It is also thickly cut compared to the walkers that has thin potato slices.

Brand Identity:
The brand identity of the crisp is that it is very delicious and makes a great snack. You can use the dorito's crisp to do different recipes like a dorito bake, nacho's and s on.