3.The Codes and Conventions of TV adverts

 What I have learnt about the codes and conventions of television adverts and how I intend to demonstrate this knowledge and understanding in my production in order to communicate meaning successfully.

I began my research by watching many TV adverts then decided to compare a few of my favorites in order to  learn the common features which make up a TV advert.When comparing these adverts this is what I found out:

Impulse	Lynx 2015	Lynx 2014	Lynx 2011	Dove
Voice-over at the end	Voice-over throughout	No voice-over	Voice-over at the end	Voice-over throughout
Music- upbeat	Music-serene	Music-pop song	Music-pop song	Music- upbeat
No actor dialogue	No actor dialogue	No actor dialogue	No actor dialogue	No actor dialogue
Low lighting	Grey scale-low lighting	Lighting reflects scene	Natural lighting	High key lighting
Clear slogan	Clear slogan	Clear slogan	Clear slogan	Clear slogan
Pack shot at the end	Pack shot at the end	Pack shot at the end	Pack shot at the end	Pack shot at the end

From this I concluded some of the codes and conventions for TV adverts:

• Voice-over is a key convention for most TV adverts- usually at the end but not always
• Music- often upbeat/pop song
• There is no actor dialogue present
• Lighting differs depending on the setting
• The slogan is clearly portrayed usually both on screen and in voice-over
• A pack shot with a close-up of the product and the branding is always shown at the end