Introductory Task: Advert Analysis

This advert was created by Channel 4 to draw in as many different members of its audience as possible.

One technique used to appeal to different audiences is the way each character is given a section; being introduced one by one. The teachers will appeal to the older generation because of their views which gives both the audience and the character a common ground. The students will appeal to the younger audience as they too have a common ground.

The footage from the actual television programme gives the audience an insight into all the aspects of the programme. By building up the emotions with each clip, the advert feels inspirational. This inspirational feel is supported by the music that follows this emotional build up.

Sound effects and visual techniques are implanted to reinforce the education core of the programme. Ten seconds of the advert is of a notebook page with multi-coloured writing that would be associated with a school student’s notebook. It says ‘what happens behind school gates’ which is a message to the viewer as if to say that the programme will tell you secrets you didn’t know about student life; almost as if this program should be the audience’s guilty pleasure. The sound effects include a ringing bell and voice overlays of children arguing, crying and laughing, each being placed at appropriate points.

The advert is successful in drawing in the audience by relaying how the education system is relevant to all age ranges. The older generation can look at how education has differed from their day and are more inclined to watch it, and it may be the only view of young people that the older generation have and subsequently base; Younger generations can relate to it due to shared experiences such as sharing a mutual hate of maths. As the older generation find the student’s behaviours strange, they will be more likely to watch this than if the advert hadn’t displayed the clips to build this idea. However, the younger generation will find the advert enticing because of the humorous situations displayed within the clips.

The message is one that is built upon stereotypes that aren’t true for everyone. For example, the female students are displayed as being obsessed with their appearances and being rather stupid. This message is being omitted because despite its possible inaccuracy, it does appeal to audiences and therefore meets the requirements of its sole purpose to advertise. The message might also be to watch the program to understand that maybe behind the stereotypes, there are things that would show that these aren't true and that we as a society should not be so quick to make judgement on someone we don't know.