Structure and Content of Advertisements

Adverts that I like.

Compare the market
NatWest
Muller rice
Virgin media
Tetley
PG tips
Cadbury
John Lewis the journey
Adverts I dislike.
Aldi
Sponsor a child
Coca cola
Craven dale
Key words
Codes
Conventions
Iconography
Genre
Camera angles and movements combine to create a sequence of images, just as words, word order
and punctuation combine to make the meaning of a sentence. You need a straightforward set of key
words to describe them.
When describing camera angles or creating them yourself you have to think about three important
factors.
The framing or the length of shot.
The angle of the shot.
If there is any movement involved.
When describing different cinematic shots different terms are used to indicate the amount of
subject matter contained in a frame, how far away the camera is from the subject the prospective of
the viewer.
A change between two different shot is called a cut.
Framing and shot length
1)
2)
3)
4)
5)

Establishing shot
Extreme long shot
Long shot
Medium shot
Close up

1. Extreme close up
Camera angles and their functions
1)
2)
3)
4)
5)

Birds eye view

High angle
Eye level
Low angle
Oblique/canted angle

John Lewis shot types throughout

Close ups
Extreme close up
Eye level
Medium shot
Long shot