For my analysis, I viewed the above advert, showing Lelli Kelly shoes. The advert is targetted at kids, as it is advertising a product deemed desirable by children (in particular, little girls), which we feel would be a similar audience to what would appeal to our advert. In the advert, we can see there is no narrative or story present, it has no real plot, and instead just relies on the music and forcing the product into your face, with a brief description of what the product is. The children in the advert are seen in a non-realistic place throughout, where the walls and clothes are all very pink and, in a way, difficult to look at. Because of this, it can be assumed that the narrative is an "anti-realist" narrative, not taking place in a realistic situation, and likely being imagined to help push the product towards the market, which would suggest incorporation of little to no-narrative and a make believe situation within adverts targetted at children. The style is is somewhat surreal in a way, giving off this fake and cheap look, almost as if the whole world this advert inhabits revolves around make-up and clothes, which, other than maybe Hollywood, is not reflective of reality, and suggests it is stylised in this way to look fantasy to inspire the imagination of the children, to make them see the advert and think that Lelli Kelly will make the whole world pink and/or Hollywood, perhaps showing that an advert designed for kids molds well with a less realistic setting, to try and push the product to them and make them desire the supposed effects it can bring.
On the topic of effects, the camera moves around a lot, very rarely staying in one place for too long. This is possibly to show more product in more time, but more likely to compensate for attention spans. Without being too offensive, it is generally noteworthy that the attention span of a 5 year old is far less than that of a 25 year old, and thus they need vivid visuals and movement in order to keep them interested, suggesting the camera cutting away from things to show as much as possible in order to keep them looking at the screen, and potentially also suggesting further reasoning for the bright colours, like pink. A lot of the shots used are straight looking into the faces of the kids (including the one on the thumbnail) that are either close-ups or, arguably, extreme close-ups. The editing is very basic, consisting of cutting between the shots in a standard way, and one occassion in which there is a split in the screen and you can see two different scenes on-screen at once (very advanced technique for Lelli Kelly standards), and the special effects are similar, with what appear to be basic images and small 'animations' literally layered on top of the screen at the beginning and later on when you see the fake plastic phone, which are likely done in a way to make kids see it and feel like it's unique and incredible that png flower pictures are floating out of their hands, or that the people who made it are geniuses and/or magicians, which probably appeal to kids, suggesting at why they've chosen to use these effects in this way. The flowers and sparkles used are done so in a way to use 'iconography', in that these things are typically associated with little girls and being within the interest of young children (the target audience), making them choose these images to appeal to children.
As for the music... The song is very irritating and sticks in your head, and is done so in a way so that kids remember it and will sing it everyday, driving their parents into wanting to buy it in hopes it will satisfy them...
As you can tell, the whole advert is targetted at kids primarily, with wanting to make them see the advert and tell their parents about how incredible what they saw was, as it is all designed to look good to kids (specifically, to little girls) and make them want to own the advertised product. The advert is very clever in making itself kid-friendly, which is good advice for anyone who wants to create an advert for a product designed for kids, to make it appeal to the audience, with fast editing, child-friendly and centred imagery, and imagination, to make it look surreal and something kids aspire to have, which works well with our advert of an ice-cream and milkshake shop.
The advert doesn't have any noticable hidden messages, although it's possible the song backwards becomes some form of cultist chant, it is likely that the overall advert is as innocent as it seems, and that there are no hidden and elitist techniques used to corrupt minds and change the world.
The advert is regulated by bodies such the ASA or Ofcom (in Britain). The ASA (Advertising Standards Association) review adverts to see what they believe is appropriate to advertise a product based on the product, content of the advert and target audience. If the Lelli Kelly advert was to contain inappropriate messages halfway through, then it would likely be deemed as inappropriate for the product, whereas Ofcom would determine how often adverts can be shown and on what channels to ensure people are not overloaded with adverts, and these companies are used to determine who or what is advertised at certain times or how much of an advert can be shown.
The determination of the audience for an advert is based on certain things, such as psycographics (a classification of people based on personality and thoughts, or geodemographics (classification based on class and location), or things like age and gender. Typically with a children's advert is would focus more on the last two, focusing on the age and gender (as seen, in the clear targetting of small girls in the advert), as opposed to what job the 7 year old children work in.
This added information reinforces the idea that this advert is created for children, and will help in the creation of our advert targetted to children (that has already been made by finishing this post, and will hopefully be up on Monday if the computer's are nice to me, considering the only reason it's not up now is because the computer's weren't nice to me.) This information is very important to consider in advert creation to specify target audience and their wants/needs, and how to cater to them, and helps greatly in the creation of a kids advert.
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