Realist Narrative

• Realism aims to present the view with a real life feel. Realist narratives are used to make the audience feel they are watching something believable and realistic.

Anti-realist Narrative

• An anti-realist narrative aims to present the viewer with a situation or concept that is clearly ‘made-up’ or unreal. These are also known as formalist narratives. Anti-realist narratives usually offer the viewer humour or escapism.

Animation Adverts

• The term animation encompasses a wide range of techniques from 2D images all the way to CGI. Animated images are often used in television advertising so that more fantastic or impossible scenes can be used.

Documentary style adverts

• Documentary style adverts attempt to document reality The documentary style can also be parodied and is sometimes referred to as ‘mockumentary’.

Talking heads

• A ‘talking head’ is a television pundit who discusses a specific topic, directly addressing the viewer at home.

Series Adverts

• Some ad campaigns use a series of adverts to promote a single brand, product or service. Sometimes the adverts differ slightly in the content but it can also result in a progressive narrative over a long period of time and over a number of singular commercials.

Stand Alone (one off) Advert

• A stand alone advertisement is a practice of advert that is a one off, there are no other another adverts by the same company that is related in terms of the story/narrative.