As I have looked into TV and radio advertising - I think I should now start looking at sponsorship adverts. However, this does not mean I will be stopping looking and analysing radio and TV adverts as I think it is important that I know the codes and conventions thoroughly.
A sponsorship advert is a converted, shorter copy of the main advert - sometimes it can be different to the original advert but usually the sound stays the same so that the audience can recognise the brand or service. Sponsorship adverts are adverts that sponsor companies, services, business's etc. They are seen mostly before TV programs such as when a soap starts - a sponsorship advert will appear.
For example, Cadbury's sponsor Coronation Street. Every time coronation street is on, or their is a break, the advert will come on. Sponsorship adverts last around 15 seconds. This makes the advert long enough to display the brand or service, however, it is not long enough to show in detail what the product is. However, as this advert is played all the time the target audience will already be familiar and understand what the advert is.
The advert begins with some non diagetic sound of some music which is soothing. The audience will recognise the music and will be able to tell what advert this is. Additionally, the music plays an important role because as soon as the audience hear the sponsorship advert music they will know that coronation street will be back on. The advert is animated as to look like everything is made out of chocolate - the people, the streets etc. Also, the fact that the street is a model of coronation street is significant as it creates familiarity and is also more recognisable. The wide shots display the whole street to the audience and helps them view the scenery which is supposed to look like the soap they're watching. The screen then 'swirls' into the logo of the brand, combined with diagetic sound of a male speaker talking - stating: "Coronation Street is sponsored by Cadbury's, the nation's favorite . The clear speaking helps the audience easily hear what the male speaker is saying. Describing the brand as the 'nations favorite as well as having it displayed on the screen helps the audience remember what the Cadbury's slogan is and therefore helping the audience remember the brand.
I think the Cadbury advert is successful. By analysing it I can get a feel of why sponsorship adverts are needed and how they benefit the audience. I still need to look into the codes and conventions of sponsorship adverts as well as ananlysing many more so that I can examine the codes and conventions.
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