TV ADVERT ANALYSIS TEMPLATE
Use this template to analyse any TV adverts for both the Advertising Theory and
Advertising Practical units. This can also be printed if you prefer to hand-write your notes.
Advert Title – Amazon prime
Technical Codes
Use of Camera
(Shots, angles, movement).
Identify some interesting
examples, when they occur
within the advert and why
they have been used
There are a lot of mid
shots. This is done to
show the two men’s
emotions, for example,
when they open or
receive their packages.
Editing
How the advert edited in
terms of pace, length of shot,
cutting to the music etc.
Identify some examples and
when they occur within the
advert
Things are taken slow
to show the kindness
between the two old
men. The music is
calming and sweet
throughout to keep with
the pacing.
Lighting
Identify how lighting is used
– low-key lighting, high-key
lighting, natural lighting,
studio lighting. Identify some
examples and when they
occur within the advert
Things are bright to
show warmth in the
advert and make their
services more
welcoming.
The advert also has
more natural lighting
that comes from the
windows. The windows
are also the main
source of light in most
scenes.
Technical Codes

Sound (including music, Animation Special effects

effects and dialogue)
Is there any use of
Identify some interesting animation? This could be an
examples of how sound is animated character or an
used and when it occurs animated slogan, for
within the advert. example, and when it occurs
within the advert
Identify any use of digitally-
produced special effects.
Identify some examples and
when they occur within the
advert

The music is calming to No animation is in this No special effects are

help with the advert. in this advert.
association of the
company, they want
people to think of
amazon and think
they’re a great
company.
Advert title – Amazon prime
Symbolic Codes
Setting
Identify where the advert is
set in terms of ‘place’
(Country/City/Town/Village)
and ‘time’
(Past/Present/Future/
Day/Night)
It is set in the present
day in a home and in
two different churches.
Location
Identify specific locations
used within the advert and
when they occur
There is a home to
show warmth and then
two different churches
to show friendship even
with their different
beliefs.
Costume
Identify relevant costume
worn by characters. How do
they fit with the
product/message?
They both wear normal
clothes in the beginning
when one of them visits
the other for a cup of
tea. Then they’re both in
religious clothing to
show their different
religions.
Symbolic Codes

Characters/Performance Props Colour

Identify particular characters
and how they are presented
to the audience – natural,
funny, serious etc.
Identify any important props
within the advert (including
the product if it is physical).
When are they seen in the
advert?
Identify relevant use of
colour or colours. Do they
represent the brand,
product? Do they send out
connotations to the
audience?

The two show a happy The knee pads they Warm colours are used
friendship to show the give each other is used to give a warm feeling
audience that they’re to show that they are to the advertisement.
friends despite their concerned for each The general feeling is
differences in belief, other. supposed to show the
this is a good message. power of friendship.
The box that is also
This advert has the used in the delivery The warmer colours
actors present in a more scene is used to show also give off a
natural way to help keep that the two men are Christmas feeling due
the calm feeling. happy to receive their to the yellow used and
package. the packages delivered.
It might just be winter
though because it looks
like it’s around the
autumn winter time.
Advert Title – Amazon prime
Conventions
Storyline
Can you identify a ‘storyline’
in the advert?
How might the storyline
develop over the duration of
the advert? What happens at
the start and how does it
end? What is happening in
the middle?
The storyline is two old
men being friends even
with their different
beliefs. This advert
shows a Christian man
who is able to put his
differences aside with
others and be able to
get along with them.
The other old man is a
Muslim and this advert
shows that he is able to
overcome and prove
them wrong and still
live a normal life.
Brand Identity/ USP Celebrity Endorsement
What examples can you If the advert features a
identify of how the company celebrity, how are they
might be recognisable? Is presented to the audience?
Why have they been
the company known for
chosen? How might this
specific values or products? affect the audience?
When do these occur in the
advert? What might be
unique about the company
and/or product? How might it
be different from its
competitors?
Amazon usually sticks There are no celebrities
to blue and brown in this advert.
because of the boxes
that they deliver but
they go for warmer
colours instead for the
message the advert is
trying to convey.
This company is not
known for any sort of
values or at least not
any good ones due to
the treatment their
employees have
reported.
The advert is not that
different from other
competitors due to the
 Christmas vibes it gives
throughout.

Conventions

Repetition of Message Use of Stereotype Use of Slogan

Are there regular uses of Identify any stereotypical Does the company have a
words/themes throughout characters, places, recognisable slogan and is it
the advert? When do featured? Is it presented as
colours, sounds etc. text or sound? When is it
these occur? which are associated with used?
the brand/product

There is a constant People tend to see This company does

show of their friendship Christians as self- not use a slogan in this
and kindness. We see centred due to the advert.
the two have a cup of homophobia and
tea together to show discrimination certain
that they enjoy each individuals show but
other’s company. that does not mean that
all Christians are like
this.
They also show the two
send each other a gift to Due to certain groups,
show that they think of they are seen as awful
each other. This might people who want to hurt
imply that it is everyone. This is just a
Christmas. bad stereotype that is
perpetuated by racism.