1. REALIST NARRATIVE
A realist narrative is a faithful representation of reality. It shows what happens every
day to middle of lower class without romantic idealization or dramatization. Below
you can the see a screenshot of the EE advert when Kevin Bacon has a crowd of
people doing the conga.
That’s
Me!

2. ANTI-REALIST NARRATIVE
Anti-Realism narrative is not real life situations. They are
programs which are based on surreal ideas and dreams.
These products usually use CGI (Computer Generated
Images) and special effect editing. Below is a real life scene
however they have programmed the Churchill dog to be
talking.

3. ANIMATION
Animation is a technique of editing which can be used to create a
great advert. Some company’s use this an advantage as they can
use a low budget advert but still make it interesting to watch. Below
is the McDonalds animated advert, and as you can see this
animation does not seem to have a lot of investment around
it, however it is still interesting watch and does not bore the
audience because of all the different colors.

4. DOCUMENTARY

5. TALKING HEADS

6. STAND ALONE

7. SERIES

8. This advert shows the dangers of using a mobile phone
while driving. This is shown in a plain but clever way as it
points out the obvious facts for road safety, made by car
manufacturer Opel. The cool print has a black
background, replicating a phone while at the same time
making the white box of text all the more prominent.
This shows the target audience to be of course to all
drivers any age or gender and can be targeted at The
Reformer. This uses a persuasive technique called
Pathos, which is shown in the text message as it pulls on
the audiences emotions to turn a negative into a
positive by sending out a warning about text messaging
and driving.

9. THE EXPLORER
These people are driven by a need for
discovery, challenge and new frontiers. Young in
nature, if not in reality, Explorers' are often he first
to try out new ideas and experiences. Their core
need in life is for discovery.
Here is an example of the women's golf print based
advert sponsored by MasterCard. This advert gives
women status on their appearance because of the
heels. Whilst also showing that they can do it better
then the men by doing it in 6 inch heels, which also
cleverly symbolizes the tee and golf ball. With this
clever heel being on top of a golf hill which shows
dominance and confidence,
PSYCHOGRAPHICS

10. THE ASPIRER
Materialistic, acquisitive people, who are driven by others perceptions of them rather than by their own
values. As a result, they respond to what others perceive as being superficial:
image, appearance, persona, charisma and fashion. Their core need in life is for status
The advert uses a gorilla to show that when even a gorilla is able to have a delightful experience then anyone who wishes to
consume the product is able to also. Instantly the advert attracts audiences with psychographics of Mainstream as a lot of
Mainstreamers tend to love animals and have pets of there own. Chocolate is an impulse purchase (spur of the moment, unplanned
decision to buy) and location does not play a part in the buying decision so place preference is not acknowledged. As it is an impulse
decision its target audience is likely to be the primary consumers of chocolate, children aged 4-16.
The gorilla is presented as playing the drums with extreme enthusiasm and energy. This is specifically done to target those who are
also lively and energetic; attracting the attention of those who seek out things that are enjoyable which could be an audience with
psychographics of aspirers. The ad cleverly builds up the interest level by displaying the product at the very end once the music (Phil
Collins – “In the Air Tonight”) has built up and dropped therefore creating an interest amongst those looking for intellectual activity.
The song was made in 1979 so it is likely to attract audiences aged 43-60 and also audiences with a British ethnicity as the song was
released in the UK.

11. Rigid, strict, authoritarian and chauvinist
values, oriented to the past and to Resigned roles. Brand
choice stresses safety, familiarity and economy. (Older)
Their core need in life is to Survive.
THE RESIGNED