Having looked at many of British advert on the TV currently I have looked at the conventions of a TV advertisement.
A Mascot - Most of the advert I looked at tend to have continuity with the mascots or symbols they want to have associated with their product or brand. ie Compare the Market use a Meerkat. Dairymilk use the Monkey. Argos have their blue aliens.
Length of time - typically all the adverts last for the same amount of time, about 20-30 seconds. However there are a few feature adverts which last just shy of 1 minute.
References - Despite there being references to the product throughout the advert it's usually not until the end of the advert where the product is revealed.
Music - This is a hugely important part of an advert as the song makes for more of an easier, engaging watch, but also the song sticks in peoples mind and therefore so does the product.
Number of clips/shots - The shorter 20-30 second adverts tend to have about 5 to 7 different scenes, whereas the longer adverts have more clips.
Slogan - One of the most important ways to keep your product in the consumers mind is to have a slogan that's memorable.
Product Placement - At the end of the advert there is always a shot of the product itself
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