Swedish Army Advertisement Analysis

An advertisement is a notice in a public medium promoting a cause, event, product, job vacancy, etc. Their objective of a advertisement is to change the thinking pattern (or buying behaviour) of the recipient, so that he or she is persuaded to take the action desired by the advertiser. When involving army advertisements, three principles are taken into account, to convince the recipients, the focused audience and the context of the ad. Army ads are mainly targeted for younger adults to join their cause. When analysing both of these advertisements, it came up that they used a range of filming techniques to persuade the target audience. These filming techniques included sound, lighting, camera angles and other numerous techniques and sub titles for the Swedish ad. The use of props and various scenes were used to draw in a particular target audience in the advertisement. Through various camera techniques and the setting of the

The Australian army advertisement ‘discover ADF today ‘ takes the approach on targeting different races and both male and female candidates. However the Swedish army advertisement ‘ Welcome to Our Reality ’ has a different take on their audience and saying what other army’s offer is fake and what they offer is real. For example in the ADF advertisement focuses on three different people who are from tree different backgrounds to explain to the audience it does not matter colour skin you are and where you are from as long as you are an Australian citizen you can join the army. So, we see a midshot of … the SPECIFIC example. The Swedish Army uses a bit of humour and out of the box ideas to attract the viewer’s attention. WHY IS HUMOUR USED; SOEC E.G. Both Advertisements used a series of long, close up and mid shots to attract their audience. For example the Swedish army clip uses a fade shot to bring the fantasy scene in to the real life advertisement WHEN WE SEE