The first television
advertisement was broadcast in the United States
on July 1, 1941. The watchmaker Bulova paid $9 for a placement on New York station WNBT before a baseball
game between the Brooklyn Dodgers and Philadelphia Phillies. The 10-second spot
displayed a picture of a clock superimposed on a map of the United States,
accompanied by the voice-over "America runs on Bulova time. The first TV ad broadcast in the UK was
on ITV on 21 September 1955, advertising Gibbs SR
toothpaste. The first TV Ad broadcast in the Philippines
was on ABS-CBN
in 1960, advertising Tide detergent powder. Until the early 1990s, advertising on
television had only been affordable for large companies willing to make a
significant investment, but the advent of desktop video
allowed many small and local businesses to produce television ads for airing on
local cable TV
services.
What were these early versions of the media like?
The cinematography used in the adverts back then was very little and wasn't as well used like it is now. In adverts now we see a lot of zooming and close ups of the product or what they are advertising, but with this advert above, they just use one shot with a voice over the top to help make it more appealing. Also, because they weren't able to use tracking shots as 50 years ago, the camera doesn't look as smooth when they do a tracking shot. In the tooth paste advert, they used a pan at the start of the advert, this eventually got the a clear shot of the product. The pan worked well because it went well together and makes it flow.
Another part of cinematography that they used was 'zoom'. This was used because they wanted to show the viewers in more detail the toothpaste.
Editing was the same, as they didn't have the technology available to do all the editing like now. They didn't have computers which has all the latest software. But in the toothpaste advert which was published in 1955, they used 'fade' as a way of editing. It was used because it fits well with the voice over as he starts talking about a new part of the product. It's telling the viewers that they're moving on and its changing time. The advert has also added some post production, as they added some titles. The image below shows this.
The Mise-en-scene is very interesting. The sound, setting and music all fit in together. They have picked a setting which relates to the product as you can hear and see the stream, the stream in which you can hear is well linked with the diegetic sound which is also being played. Also, because of the early time it was released, there is no colour and its in black and white.
The physical appearence of the women featured in the toothpaste add is very posh, pretty and positive. I think they have used her because her teeth are making the product look good and value for money as it makes it look as if it works well and for a good price.
The sound in the toothpaste advert involves non diegetic music, which is peaceful and it's almost like a positive representation, as the music is high toned and peaceful, sounds like a violin, which has positive relevance. Also, the voice over used it good and helps the advert as it is informative and he's describing the product. All the things he says is relevant and relates to what is being shown in the advertisement. The volume of the music is perfect, as its clear and you can hear it from the start, but it doesnt intafear with what the narrator is saying, they both come together well. The music stops when it cuts to the chart, this is because its key information and think they wanted the message to get across clearly to the viewers. The pace of the music comes together well with what's happening on screen, the free flowing music and the stream match well together and have a lot of relevance.
What are the codes and conventions for this Media TODAY?
I believe that cinematography and editing have changed through the progression of technology and how much its improved. Back in the old days, they had a lot slower editing, this is because they didnt have the equiptment on computers to make it quicker. Also, they didnt have such a wide range of shots, this is because films now are like adverts, they have the same conventions and adverts now look like 'mini films'. Whereas back then, it was a lot more basic and average.
Also, adverts couldn't have as much special effects.
'The illusions or tricks of the eye used in the film, television, theatre, video game, and simulator industries to simulate the imagined events in a story or virtual world are traditionally called special effects (often abbreviated as SFX, SPFX, or simply FX).'
http://en.wikipedia.org/wiki/Special_effect
In adverts now, they seem to make it look like a film, they use a wide range of shots, they pan, they zoom, and everything seems to be a lot more well presented. In the toothpaste advert below, there are a lot of effects added, it helps give the viewers a better understanding of the product and helps the company show what results they have gained from their research.
With the shots used, they now use a lot of close ups of the product, this gives a clear view of what it looks like.
I also believe that mise-en-scene and sound have been used differently. With the setting in the new adverts, they seem to have it in a relevant place, in the sensodyne advert below, they seem to be in laboratories and at dentists. This obviously has a lot of relevance too what the product is about as they are talkimg about teeth. This links in with the costumes. This is because the character used in the advert about the sensodyne toothpaste is dressed in all whites and looks very professional. Whereas the advert from 1951 was using a women who didn't have as much importance. She wasn't really talking about the product unlike the man in the recent one, she was trying to advertise it in a different way.
For me, the main difference is the speech. The speech in the recent adverts are very clear and they seem to talk a lot more and inform the viewers more. In the old adverts, they sometimes used a voice over to help explain the product, but now they use a different technique, they tend to interview people or get people to talk.
I believe the content in adverts have changed a lot. The recent adverts include a lot more dialogue and more information. They seem to 'sell' the product more. the content is a lot more in debth in some adverts. The old advertisements didn't include seem to be as informative to the viewers. A perfect example of this is the first advert from 1941. It has a brief part of speaking over the top, unlike now, where their is a lot of speech.
There are now some new places where TV adverts are being advertised. Usually, you'd expect them to be on television, but now you can find them on the internet. YouTube now have adverts before you click and open up a song or clip. This is used because viewers of YouTube will now have to watch an advert before what they asked for. This is clever and affective because YouTube is increasingly popular and used all the time for lots of different reasons.
How has this research helped your own project?
It has made me think about cinematography and editing more clearly, as I have found out how much it's improved and progressed over the years. It's made me realise how important editing is, as it can be used for so many different reasons. Some being to put some sound over the top, too help set the scene of the mood, or it could be to add non diagetic sound, or too put two shots together to help the film flow and look better than before.
I'm going to use sound in my project in places, this is because I believe it helps make the whole advert look more professional and to a higher standard.
I'm going to use mise-en-scene and sound by making sure we use a piece of music in the advert. I'm going to do this because it will make it look more preofessional and it can make adverts flow better and goes together well. We are also going to make sure that the clothing in the advert is appropriate and correct. If not, it will not appeal to many people and viewers won't get the right idea and will lose interest.
I am aware that TV adverts have changed over the years because I have seen how affects have been used and added to make adverts look more like films. Old adverts used to be very basic and short, now they use different shot types and are often longer. I now know that I have to make it visually interesting and appealing to the viewers, as adverts now often do this because of the technology.
Also, they have now used humour in adverts to help make it memorable and easy to watch. The advert below is a great example as most people know about the Gangnam Style song and the dance, so they have used that and put it in the advert, so people will recognise it and remember it.
Finally, I am now more aware that there are more places to show adverts because social networking is so popular these days and there are always adverts 'popping' up. This is a clever way to advertise a product because the target audience that use Twitter and Facebook is so large, so it will reach a wide range of people. Also, there are niw adverts which come up on YouTube, they have also made it so you cannot cancel the ad, meaning you have to leave it on before watching what you want, its almost forcing you to watch it, leading to more people seeing it and could lead to more people being interested. Because we are going to do a sports related product, we could have made an ad to go on social networks because the taregt markets are very similar, as young people and teenagers are interested in both. Meaning a greater chance of them buying the product we are trying to sell and advertise.
How this has helped me...
Doing the history and development task helped me a lot. It made me realise what me and Charlie need to include in our advert to make it look the best it possibly can. I need to make sure we use a wide range of shots, reason being that it looks more professional and more modern.
The music will have to be upbeat and to a high tempo too, this is because we are advertising sports drink, and an upbeat track will relate to fitness levels and the drink.
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