Television Program Analysis - Report Example

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Student Signature: Date: DETAILS OF FEEDBACK Office Use Only Date Received Received by Total Mark / Grade Marker Television Program Analysis 1. TV Commercials Australia is a country with a strong culture shaped by a long history. Though the country has varied languages, cultural practices and ethnicity, values that prevail in the country are on family unions, parentage, dating, religion, gender equalities (Wöller, 5). Most TV programs in the country tend to reflect on these values. In the country, commercial advertisement on televisions, often shortened to TV Commercial, comprises a length of TV programming that is paid for and produced by a company that intends to pass a message usually to market itself or its products and services. The revenue from advertisement contributes a substantial amount of funding for most TV networks. Most TV commercials aired on Australian TV space are short advertisement spots that range in length from between seconds to several minutes – along with the infomercials that are usually program-length (ACMA, 3). The programming analyzed in this paper was viewed between 11.00pm and 12.00pm on Friday, April 5, 2013. Most of the TV commercials slotted for this period had mature content, which are naturally intended for adults over the age of 18 years. This is specifically because the watershed hour features programs that are appropriate for the adult audience rather than the family-oriented programs such as those that can be viewed along with the children. Fox8TV network was watched within that hour. At about 11.00pm, a 30-minute long program called “Everybody Loves Raymond” was aired. When it ended at about 11.30pm, two TV commercial were showed. The first one was a Peugeot 306 Commercial that ran for about 90 seconds. Immediately afterwards, another TV commercial for Coca-Cola was aired. It ran for roughly 60 seconds. Another TV program called “The adventures of Christine” started immediately afterwards at about 11:33. The 30 minute program ended at about midnight after which a Samsung Galaxy S III TV commercial that ran for the next 91 seconds was showed (See appendix 1). Both of the two normal TV programs aired were specifically meant for the adult viewers, as they had some scenes with strong language, sexual suggestiveness and graphic violence. TV commercials in Australia are restricted to a certain time intervals within the span of the larger 24-hour period. Even as there are restrictions on the number of advertising that appear within a specific hour, Australian commercial advertisement on TV has been indicated as having one of the highest advertisement content globally (Kruse Media, n.p). Typically, prime-time can witness up to 18 minutes of commercials within a specific hour. In addition, advertisements that are packaged as informational content are usually branded as public service announcements and are not confined by the time restrictions. As a result, Australian viewers are forced to view roughly 50 minutes of the actual TV programs’ time each hour (ACMA, 40) 2. Analysis of TV Commercials Fox TV’s commercials are generally short (Stelter, n.p.). On analysis of the TV commercials, the programs as well as their formats, it can be concluded that certain factors are considered during the planning of a particular TV commercial for a particular time slot. 2.1 Peugeot 306 TV Commercial The Peugeot TV commercial is seen to have varied persuasive elements intended to boost the sale of this brand of car. Its overall effect involves a storyline that has a twist in. The commercial features an attractive woman who, after jumping out of her bed while leaving her partner still asleep, slips to the balcony where she notices a fine-looking lad washing a sleek Peugeot 306 in a rather sensual manner. From the expressions on their faces, it is obvious that the woman is attracted to the lad and that they both would go at ends to have sex. The woman is depicted as having rather low morals while the man is a little laid-back. The climax of the clip comes when the two are about to make up in the kitchen, and just then the radio suddenly blazes aloud and wakes the woman’s sleeping partner. We soon can figure out that the lad who was washing the car is the son of the woman’s supposed partner. At the close of the commercial the “drive of your life” slogan slips across the screen. This commercial’s key objective is obviously to connect the Peugeots customers with the car-maker rather than to pace up competitiveness of the brand. In addition to having scenes that are mildly suggestive, the fact that it is sensually appealing means that the ad is intended for the adult audience. Also, the commercial used cultural stereotypes, overstated storyline, unusual characters as well as iconic representation of its product to efficiently and quickly express the message about the car and the type of people who use it. Overall, the commercial is both compelling and appealing. It is also affective as it attracts the attention of a night-viewer while efficiently delivering the intended message. The caption tagline that is used is both brief and catchy, and while it is a little thought provoking, it remains clear. However, the advert is generally inefficient in effectively passing the message it intends to pass as it tends to confuse the viewer. Indeed, not everyone who views the product is (Kent, 50). The commercial seems to communicate to readers the enthusiasm of owning the car. Coca-Cola Commercial Coca-Cola’s commercial features an attractive woman gouging down a meal at a chic restaurant. Even as the commercial exposes duality of some women in the society, the distinct element is the soda it promotes. This therefore illustrates the notion that product recognition should be the key aspect of an advertisement. Next, the advertisement creates an appeal to the product it endorses. This commercial is seen as targeted for the general population even as the fast-paced scenes that can be captured by an adult-eye makes it more suitable for a mature audience. The fast-paced ad also features imprecise people and foods, meaning only the Coke bottle and the attractive woman are distinct. Amid the varied eye-catching imagery stands, the recognizable Coca-Cola bottle seems as the most prominent. This shows that while Coke is hardly even drunk in their traditional bell-bottomed bottles, the choice of the commercial to present it in its traditional container tells it apart from other drinks, hence familiar compared to the indeterminate food that are vaguely featured in the commercial. In effect, successful advertisement of product depends on the use of imagery and ideas that are distinctly recognizable by contemporary audience and should as well articulate a general point of view. Overall, it is evident that the goal of this commercial is to channel customer excitement around the product being advertisement. It is aimed at promoting the drink within the competitive soft drinks market (Moody, 23). In addition, the commercial is clear about what message it intends to pass, meaning the targeted audience will not remain confused as everyone who views the ad understands what product is promoted. Samsung Galaxy S III Commercial Samsung’s commercial for its brand of Galaxy S III phones called “The Next Big Thing” features sets of actors who are comical, and who seem to discuss the elements associated with the phone at a downtown avenue. The commercial is undeniably intelligent as the sets of actors, who seem to be queuing for hours to grab the latest brand offering of a competitor phone grumble and complain in a rather comical way. Conversely, the users of the trendy Samsung III are depicted as being down-to-earth as they touch their phones enthusiastically and share playlists on the devices’ giant screens. Further, the commercial seems to be teasing the human anxiety while at the same time turning it into a funny and pretentious behavior. The ad uses a gripping tension that is extensively felt and that condemns nerd behavior. The commercial links the Samsung S III to the tension in a convincing way, as the precious pacesetter and voice of reason. The commercial uses familiar stereotypes of phone users to appeal to the target population as well as amplify the appeal on the Samsung brand. By showing contrasting actors with distinct using clearly distinct Samsung phone, Samsung passes its message on a multicultural setting while at the same time turning its brand of phone into a social allegory. Overall, the ad is a classic example of the elemental human behavior such as staying in control while at the same time remaining lighthearted. This underpins creative marketing strategy. Indeed, this shows that the creative development process would perform better if it looked at people “as people” instead of “as consumers.” Additionally, the commercial demonstrates that creating the ad from the basis of what really makes the target group tick works much better than concentrating on positioning and characteristics of the brand. On the whole, this commercial is intended at boosting Samsung’s customer base as well as the sale of its Samsung S III brands. In conclusion, a TV commercial can be an effective marketing tool given its potential to reach a large number of consumers within a small time frame. From the analysis, it can be concluded that the kinds of TV commercials designated for particular times are intended for specific viewers. For example, commercials that tend to be sexually suggestive or those that may have a strong message are aired during the watershed period (Wöller, 5). In addition, it can be argued that since the commercials are generally intended to promote a product against that of the competitors’, they should be more creative, attractive and as well as able to pass the message that can be understood within a matter of seconds. For instance, commercially tend to be very short. In addition, advertisement companies should create imagery that people can quickly understand as well as identify with. This is because an average consumer may not be in a position to make clear distinctions among the commercials aired on television (Kent, 55). Works Cited ACMA. Commercial Television Industry Code of Practice. pp3,40. June 2012 . Web. Retrieved 6 April 2013. Kent, Robert. “Competitive Clutter in Network Television Advertising: Current Levels and Advertiser Responses,” Journal of Advertising Research 35(1995)pp 49–57. Kruse Media. Television Advertising. 2011. Web. Retrieved Moody, Reginald. “TV Advertising: Lessons for the public relations professional.” Public Relations Journal 6.3 (2012). Web. Retrieved 7 March 2013. Stelter, Brian "Fox TV’s Gamble: Fewer Ads in a Break, but Costing More." The New York Times. Feb 2012. Web. Retrieved 6 April 2013 Wöller, Christian. Intertextuality and Prestige Advertising: A discursive-semiotic analysis of Australian TV advertisements. Munich: GRIN Verlag, 2001. Print. Appendices Appendix 1. Programs Watched Appendix 2. Swinburne Coversheet (attached) Read More

2.1 Peugeot 306 TV Commercial The Peugeot TV commercial is seen to have varied persuasive elements intended to boost the sale of this brand of car. Its overall effect involves a storyline that has a twist in. The commercial features an attractive woman who, after jumping out of her bed while leaving her partner still asleep, slips to the balcony where she notices a fine-looking lad washing a sleek Peugeot 306 in a rather sensual manner. From the expressions on their faces, it is obvious that the woman is attracted to the lad and that they both would go at ends to have sex.

The woman is depicted as having rather low morals while the man is a little laid-back. The climax of the clip comes when the two are about to make up in the kitchen, and just then the radio suddenly blazes aloud and wakes the woman’s sleeping partner. We soon can figure out that the lad who was washing the car is the son of the woman’s supposed partner. At the close of the commercial the “drive of your life” slogan slips across the screen. This commercial’s key objective is obviously to connect the Peugeots customers with the car-maker rather than to pace up competitiveness of the brand.

In addition to having scenes that are mildly suggestive, the fact that it is sensually appealing means that the ad is intended for the adult audience. Also, the commercial used cultural stereotypes, overstated storyline, unusual characters as well as iconic representation of its product to efficiently and quickly express the message about the car and the type of people who use it. Overall, the commercial is both compelling and appealing. It is also affective as it attracts the attention of a night-viewer while efficiently delivering the intended message.

The caption tagline that is used is both brief and catchy, and while it is a little thought provoking, it remains clear. However, the advert is generally inefficient in effectively passing the message it intends to pass as it tends to confuse the viewer. Indeed, not everyone who views the product is (Kent, 50). The commercial seems to communicate to readers the enthusiasm of owning the car. Coca-Cola Commercial Coca-Cola’s commercial features an attractive woman gouging down a meal at a chic restaurant.

Even as the commercial exposes duality of some women in the society, the distinct element is the soda it promotes. This therefore illustrates the notion that product recognition should be the key aspect of an advertisement. Next, the advertisement creates an appeal to the product it endorses. This commercial is seen as targeted for the general population even as the fast-paced scenes that can be captured by an adult-eye makes it more suitable for a mature audience. The fast-paced ad also features imprecise people and foods, meaning only the Coke bottle and the attractive woman are distinct.

Amid the varied eye-catching imagery stands, the recognizable Coca-Cola bottle seems as the most prominent. This shows that while Coke is hardly even drunk in their traditional bell-bottomed bottles, the choice of the commercial to present it in its traditional container tells it apart from other drinks, hence familiar compared to the indeterminate food that are vaguely featured in the commercial. In effect, successful advertisement of product depends on the use of imagery and ideas that are distinctly recognizable by contemporary audience and should as well articulate a general point of view.

Overall, it is evident that the goal of this commercial is to channel customer excitement around the product being advertisement. It is aimed at promoting the drink within the competitive soft drinks market (Moody, 23). In addition, the commercial is clear about what message it intends to pass, meaning the targeted audience will not remain confused as everyone who views the ad understands what product is promoted. Samsung Galaxy S III Commercial Samsung’s commercial for its brand of Galaxy S III phones called “The Next Big Thing” features sets of actors who are comical, and who seem to discuss the elements associated with the phone at a downtown avenue.

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