Commercials as a genre on BBC and CNN
Anglų kursinis darbas. Introduction. Genre analysis. Definition of the genre. Definition and history of the commercial. Main functions of the commercials. Brand advertising. Product advertising. BBC and its advertising policy. CNN and its advertising policy. Commercials on BBC and CNN. Conclusions. List of references.
This term paper aims to discuss and analyse the definition of the genre, the history of commercial advertisements as a genre on BBC and CNN channels, and examine the difference of the policy of TV advertising on both channels. The author illustrates the differences of the ads using screen shots from commercials on channels’ official websites, and explains the main tendencies and the evolution of commercials as a genre. At the end of the paper the main points are concluded and presented. Findings show that the difference is very significant.
Television has changed the face of communication and leisure. From roughly the middle of the twentieth century the world has undergone a dramatic transformation in the way we think and the way we engage with the world around us. Television has evolved from a way to satisfy curiosity that was only available to the world’s elite, to the world’s most dominant force of communication and entertainment. According to Cummins and Gordon (Programming Our Lives: Television and American Identity, 2006), TV has given us a radically different relationship with the information around us, what we expect from amusement, what we need, and what we want.
There was no way for the owners of large companies and enterprises to leave this possibility unused. In the 50’s, they saw the evolving popularity of television as an emerging arena to promote their products and services, and reach an audience of a hundred million potential consumers in just a few minutes. It opened the door for TV advertising as we know it today.
This paper will focus on two of the world’s-largest television channels - UK-based international public service broadcaster BBC, and American basic cable and satellite television CNN - and examine the difference of the policy of TV advertising on both channels. The author will also illustrate the differences of the ads using screen shots from channels’ official websites, and explain the main tendencies.
In this way, commercials can be seen as a genre with its main function to communicate to the broad audience about the certain product or brand, and build certain perceptions.
To this day, TV advertisement is generally considered to be the most effective mass-market advertising genre, and this is reflected by the high prices TV networks charge for commercial broadcasting airtime during popular TV events. For example, placing a 30-second ad in a prime time weeknight show, e.g. The Big Bang Theory, might cost as much as 326,260 USD. (Crupi, 11)
TV advertising may have various functions and goals, including persuasion, identifying new trends, raising social awareness, building customer base, providing information, etc. But the two main directions of the companies who choose to place ads on TV, are brand advertising and product advertising.