E-Lites Electronic Cigarette Gangnam Baby TV Advertisement

In this advertisement Mark Benton who is also known from Waterloo Road leads the campaign which is about himself playing the father who misses his baby's first steps because he had to go outside his house to smoke a cigarette which runs with the strapline "You don't know what you're missing". Whilst he leaves the room his family and friends see his baby perform some "Gangnam-style" dance moves. This advertisement is about promoting E-Lites Electronic Cigarettes.

Structure

This TV Advertisement is a realistic narrative as it is a real life situation where babies take their first steps and this advert focuses on how when you smoke you can miss out on important stages of your life. However it is non-realistic because a young baby wouldn't begin to start dancing a dance routine if the baby hasn't took his first steps. This TV advertisement is also linear because the advert has a beginning, middle and end. For example they are all in the living room. Then the dad goes outside to have a cigarette. The baby begins to dance and the father comes back in saying: "What have I missed?" This shows the advertisement isn't random and it does tell a story. The advert is also a Stand Alone because the advert doesn't follow on from another advert and there isn't an advert that has followed on afterwards.  

The E-Lites Electronic Cigarette adverts’ style is humour and parody. This advertisement is humorous for instance when you see the baby dancing in the living in front of family and friends this is funny because this isn't stereotypical for a baby to be doing.

Also Gangnam Style is a massive trend which is current therefore a baby recognizing the dance moves is humorous and it isn't normal for a baby that is crawling. This TV Adverts’ style is also parody because the baby emphasizes imitation of the original artist of the dance routine in the original music video. However this advert will become dated very easily because the song that is used will no longer be current which will not be seen as funny as it was when the song was current. 

The camera techniques used are a couple of long shots at the beginning of the advertisement to set the scene so you can see all the characters and who is involved in the advert. As it is a normal family gathering the viewers can relate to this and can relate to their real life situation and they can help themselves by buying the E-Lites cigarette as the TV Advert shows it's helping the character who goes outside to smoke. We also see family’s faces when they see the baby walk. We view this by an over the shoulder shot with shows the POV. When they see the baby walking they also use a close up on the characters faces to show emotion that they are shocked and happy to see the baby walking however the baby begins to dance. When they use close up's this shows their emotions and the viewer can interact with their emotions. 

This TV Advert has a lot of simple editing techniques such as straight cuts that quickly show all the characters expressions. This editing technique is a quick way to show everyone involved in the advert and to show everyone’s facial expressions when the baby begins to dance. There is also no soundtrack used in this TV Advertisement as they just use the voices of the characters.

The lighting used in this advertisement is from a natural source which is high key lighting. We see this from the window which is behind the characters in the scenery. The high key lighting is used throughout all the scenes in the TV Advertisement. Although the product isn't used in this advertisement the high key lighting helps to identify the family members clearer and you can see what they're doing a lot better with this particular lighting.

There is no soundtrack or background music used in this TV Advertisement. The only sounds are the main characters speaking. For example during the opening scene the whole family talking which is digetic. This is used to set the scene of a normal family gathering.

Techniques (of persuasion)

The techniques of persuasion are hidden messages. For example when they emphase 'don't go out to have a cigarette otherwise you'll miss important stages of your life' therefore have an E-Lite Electronic Cigarette instead. This is a technique where there is a solution to not miss out on your baby's footsteps which is to buy their product. This is a hidden message because they don't say specifically you'll miss out. However they act out the hidden message. They also don't mention that smoking is bad for your health unlike other cigarette advertisements although they imply that smoking makes you miss out on important things therefore it isn't worth smoking. They want you to cut down and use their product indoors so you never miss anything. They are not promoting smoking however they are persuading their audience to purchase their product therefore it is better for you than smoking. Also they are showing you can have them anywhere rather than just outside therefore you won't miss out on opportunities. Therefore they are not promoting smoking they are trying to sell their product that helps you stop smoking altogether which is their persuasive technique.
This TV Advert's techniques of persuasion could also be fear/concern for example if you don't stop smoking soon and take the easier option of having an E-Lites cigarette inside you'll miss out experiences you want to be there for. This TV Advert is very clever because they have done this in a light hearted way because it is humorous however people can watch this TV Advert in a concerning manner they will miss their children grow up. This TV Advert clearly shows a solution to the problem of smoking a normal cigarette. 

Target audience and how are they targeted by the advert?

The target audience for this TV Advertisement is aimed at 18+ because the legal age to buy cigarettes is 18+. Therefore this Television Advert is aimed at a wide age range however the main character in the advert is a middle aged man therefore he is the main target audience. 

The characteristics of the product or service

E-Lites do not have a brand identity in their advertisement because the product isn't featured in the advert nor being used. However at the end of the advertisement, in text the brand name comes up onto the screen with their logo above which isn't very noticeable on the advert. But the logo includes some sort of wing which could suggest happiness or free. 

The unique selling point of this advertisement is that you can smoke these cigarettes inside. They are suggesting these cigarettes are better of you (not in a sense of what is in them because the advert only shows why you should have them), which is not to miss out. They are showing if you have these cigarettes you can still be inside with all your family rather than going outside which is the unique selling point.

The advantage over other products is obviously normal cigarettes because you have to go outside with them. However there are no other electronic cigarettes advertised therefore there is no competition through advertisement however there may be other cigarettes you could buy in shops of online.

The benefits offered are again staying inside. This particular advert doesn't express they are better for you although after researching them, they are better for you which is a benefit but the advert doesn't show this. 

The lifestyle appeal is to socialize with your family and friends rather than being alone to go outside for a cigarette.