Sponsorship advert analysis

Our next task to to think about creating a sponsorship advert, i have conducted some research into some relevant adverts to get an idea of how they are put together. The conventions we find will hopefully trigger a starting point for our planning. 

In this sponsorship advert for 'Come Dine With Me', you can see how they have made the advert relevant to the TV programme. In the advert it appears a woman is hosting a dinner party for her friends much like the concept of the programme. A close up angle is used to show the wine bottle 'Echo Falls' to establish the product concerned. The women are then shown clinking their glasses and laughing with the wine in their glasses. This suggests to the audience the association of Echo Falls wine and having a lovely time. Montage editing is used to show snippets of their evening. The food they have is casual and indulgent, for example the chocolate fingers with whipped cream. This looks very appealing and so encourages the audience to indulge and buying the product by doing so. Before the title comes up it is already clear what is being advertised, but it is the title which confirms this. Sponsorship is key to powerful marketing, its repetitive nature means the audience find it hard to forget. Furthermore the audience's attachment to the particular programme is most probably transferred to the sponsorship advert. This is particularly true when considering daily dramas, which are, of course, viewed on a daily basis.  

The link to a very good example of this follows. The advert I refer to begins at 0:15

http://www.harveysfurniture.co.uk/coronationstreet/SponsorshipAds.aspx

Coronation Street is a daily drama and the audience is likely to feel attached to the featured characters. By following their daily life and the events and emotions that unfold they may even feel as if they are a part of this life. I think the Harvey's sponsorship advert's exploitation of this is very effective. It features two ordinary characters middle aged characters; this abides by the soap operas' target audience. One of them is seen lying to her husband about digging up weeds while lounging on a reclining sofa. Lying to husbands is something that the target audience, or the representation of them, could probably relate to and they will therefore laugh in agreement. While appealing to the target audiences' sense of humour the advert doesn't fail to promote their product. In this case the sofa, which appears lazy and comfy, is the focus of Harveys' promotion.

To remain consistent in the comedic theme of our advertising campaign of an opticians we plan to create a humourous sponsorship advert with the help from the research we have done above.