Audio-visual adverts
Understanding Audio-Visual Adverts
- Audio-visual adverts utilise both sound and visual elements to communicate a product or service’s value proposition.
- They are most commonly found on television and online platforms such as YouTube, making use of motion, voiceover, sound effects, text, and graphics to tell compelling stories.
- These type of adverts can evoke strong emotional reactions that can make them highly effective at persuading potential customers.
Uses and Gratifications Theory in Audio-Visual Adverts
- Uses and Gratifications Theory, posits that people use media to fulfil certain needs or gratifications.
- This is critical in formulating audio-visual adverts as understanding the audience’s needs helps to craft messages that will resonate with them.
- Take for instance, an advert about a car might highlight features like safety and durability to appeal to needs for security and value for money.
Semiotics in Audio-Visual Adverts
- Semiotics, the study of signs and symbols can be used in analysing audio-visual adverts. Every element in an advert is chosen to communicate a specific message.
- Visual elements like colours, character appearances and settings can provide implicit details about the product.
- Similarly, audible elements such as voice tone, background music or sound effects can enhance or alter the conveyed message.
Narrative Theory and Audio-Visual Adverts
- Narrative Theory suggests that humans make sense of the world through stories. Audio-visual adverts often follow a narrative structure even in their limited duration.
- They may utilise character-driven stories, conflict and resolution, or illustrative scenarios to demonstrate the usefulness or appeal of their product or service.
- The core narrative should align with the product’s message and the intended audience’s values and aspirations.
Power of Sound in Audio-Visual Adverts
- The sound component of an audio-visual advert can significantly impact its overall effect - this includes speech, sound effects and music.
- The use of diegetic sound (sounds that characters in the advert would hear) and non-diegetic sound (sounds added in post-production like background music or narrator’s voice) contribute to the tone and mood of the advert.
- Music in particular can make an advert memorable and elicit desired emotional responses from viewers.
Modern Advertising Practices
- With advancements in technology, audio-visual adverts are becoming more sophisticated.
- Techniques like computer-generated previews, augmented reality and interactive content have been utilised to create increasingly immersive adverts.
- Experience-led and personalised adverts, that can engage the viewer on multiple levels, are on the rise.
Ethical Aspects of Audio-Visual Adverts
- Advertising practices are governed by ethical considerations and regulatory guidelines.
- They should avoid harmful stereotypes, false or misleading information and manipulative techniques that could exploit vulnerable population groups.
- Adverts must comply with British Codes of Advertising Practice (BCAP) and the Consumer Protection from Unfair Trading Regulations.
Critiquing Audio-Visual Adverts
- The effective microcosm of audio-visual adverts invites critical assessment.
- A balanced critique would take into account everything from the construction of narrative, use of sound and visuals to the ethical considerations involved.
- A successful advert not only drives product sales but also leaves a lasting positive impact on the audience, reflecting well on the brand.