Sarah - blog

http://unit30advertising.blogspot.com/



Objective

http://www.slideshare.net/sarahlou79/unit-30-advertisementproductionfortelevision 

LO: 2

Market research

Market research

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Generate Ideas: Mindmap

Idea #1 To prodcue a advert for my chosen product 'makeup'. My advert will include bold and big bright text, colours etc. The advert will be heavily inspired by Examples video 'kickstarts'. It will show several clips of peoples faces, upper body , legs and shoes. I will need to consider all the aspects when making this video. REF. Example - kickstarts http://youtube.co/watch?v=T9yGcKlYAiw&ob=av3e Idea #2 For this idea i'll be producing advert following the story of a group of teenage girls. age of 16- 19. My product for this idea is 'nail varnish'. In this idea the girls nails will change colour whenever shes in a different mood, for example if shes in love her nails will turn red. The advert will be funny, unrealistic but very persuasive. Idea #3 For my final idea i will be advertising 'perfume'. This advert is inspired by 'lynx' however this will have a twist. A girl will spray some perfume and then everyone falls inlove with the scent and follows her. These people will include, skateboaders, people in cars, dogs, and finally people in celebrity masks. Pre Production

 Script

Script

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 location release forms

Research issues and needs   Making sure my advertisment is suitable for the target audience is vital as it Standard Occupational Classfication My advertisment will fall into the following categories;  B, C, C1, D. My product will be advertised to average workers. The product itself is good value for money and is affordable.

Psychographics

In the fields of marketing, demographics, opinion research, and social research in general, psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles. They are also called IAO variables (for Interests, Activities, and Opinions). They can be contrasted with demographic variables (such as age and gender), behavioral variables (such as usage rate or loyalty), and firmographic variables (such as industry, seniority and functional area).

My product is something women can wear everyday. People who wear makeup daily tend to be more confident and out spoken where as people who dont wear makeup usually hide behind people and arent as loud and comfortable as women who wear makeup.

My product would channel in the high innovators, thinkers, achcievers, and finally experiences.

My advertisment is targeted to women around the age of 13 - 45. I have chosen a wide age range because I didn't want to loose buyers by focoursing and singiling out an age group. I think this will be effect as it will spread the fan base of the product. Elder women can recomend it to their elder friends, and the younger generation also.

Channels my advertisment will be shown on

BBC1

BBC2

ITV

Channel 4

My TV advertisment will more or less be shown on every channel available. Most beauty tv adverts are shown during anytime of the day and are played constanty throughout the whole day.

It is essential that my TV advertisment is shown on all of the above channels as people who aren't familiar to Sky, will most definitely own these channels.

Through the use of the internet I have researched that the bigger and more successful the advert is shown on, the more likely the public will relate and take an interest in it.

My research has shown that beauty product ads do not have a particular time of the day when they are shown. They are shown all day round varying channels.

I would specifficaly like my advert to be shown during the popular reality hit Tv shows such as 'The X Factor', 'Dancing On Ice', 'I'm a celebrity get me out of here' purely because most families / friends watch it when they're all together. People who are sat around watching tv programmes that particulary interest them or give them the full entertainment they're after will pay more attention to the tv adverts than they would if it was any other tv programme showing.

Sky channels (e.g. Living, Comedy central, MTV, E4,

It will be shown on all the Sky channels as Sky is the most popular and well successful tv network.

To make sure my  advert works I must, at the very least, carry a “coherent message” so viewers understand what I'm offering. The production must portray the correct “brand values” for whatever market or audience I'm  trying to target.  

Investigate legal and ethical considerations 

Form	realist narrative /  talking heads / stand alone
Style	humorous / parodic
codes and conventions	Camera angles: Eye level - so the audience can picture themselves as if they were there. Low / High angle to represent power. Camera shots: a wide variety of ECU's, MS, LS.  iconography:   The logo sign 'Barry M' will be shown on several objects. The theme of spring/ summer will be presented by all the pastel colours during the advert. editing: Fast paced editing that is suitable for the music produced by my peer. lighting: Bright lighting to form a shadow, it will also make my advertisment look more professional as i'm using the right resources. sound: I will need to incorperate sounds effects (SFX) to make the advert more realistic.  music: Up beat music to entertain the audience. Heavily inspired by Yolanda be cool - We speak no americano.
Computer graphics	Special effects (SFX)
Techniques	solution to a problem; My product will come across as a solution to any teenage problem they may have. It will also come across more as a social 'must have'. self-perception; The way my actors/ actress' portray themseleves will be the way people will feel if they buy my product. It's how much emotion my actors show or make the audience feel by persuasive body language.
Characteristics of products or services	advantages over other similar products; Targeted at a speciffic age group.  It's strictly for summer time so the public may think they should buy it while they can in the summer as it may not be available during any other season. unique selling proposition (USP); The brand identity is hugely successful. The public are already familiar with the company name, therefore it's easier to directly advertise it to people who like to buy Barry M than it is to sell to people who have no idea about Barry M as a brand. brand identity; Barry M
Regulation	Advertising Standards Authority (ASA); Ofcom

Develop final ideas into a proposal 

Proposal

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As part of this project is to be able to take on and produce an advisement it is also to be able to take criticism, instructions and direct well. I will be working with my class mate Elliot who will be making the music for my advert. I can tall him everything I would like my advert to include (realistically). I will them be making the music fr Elliot's advert also. These are a few examples of what I would like my advertisement to sound like, this will give Elliot a much clearer view and should hopefully make it easier for him. would like my advertisment to be heavily inspired by the following ideas that came to mind;

I like this song not because of it's popularity but it's also got that 'dance' feel to it. 

It's quite a happy song and it's catchy. I personally don't think that it matters if the song has no relevance to the footage being played at the same time, as long as the footage interesting and eye catching, although this is a very popular song and a lot of people may recognize this from other media fields such as the new 'Inbetweeners' film. I don't think I would want the audience to compare my advert with the film 'inbetweeners'. 

I like this instrumental by Dizzie rascal as I love the beat to it. It's basic loud and memorable. It would also make the job easier for Elliot to make. The beat is repetitive and funky. I came across this 1950's cosmetics commmerical whilst doing some reseach online. I liked this advert in particular as the music at the beginning music sounds nothing like the music most women listen to today. By adding the beginning music bit to my advert it would bring back originality and would most definitely stand out from it's competitiors. I thought this song would be perfect for my partner Elliot, I did more research on the artist and this was by far his best song. I really liked it and could picture it for my advert! This is an extremely well known song. It is used in a lot of advertisement fields along with films. However this is a cover remix therefore it is different in some way! I prefer this to the original and I think it'll bring that edge to my advert instead of following the crowd of mainstream music. After a long hard think, I realized that this is nothing how I would like my advert to sound. I noticed this when I looked back at my storyboard and pictured it in my head. The songs are too comparable and wouldn't necessarily fit to how I imagined it. Not only am I changing the sound of my advert but also the narrative. Therefore I will need to re do the pre production and planning. I've cut down the song choice for my advert I like the way this sounds, but as I have finialised my idea as a 'summer' advert this didn't feel very summery to me at all. I did some more research and loved this song! I as a ( director) have nicely asked Elliot to design the song for my advert like this;

LO: 3

Task six:


Pre production 

Shooting script

*voiceover*

‘The nail paint collection from Barry M’

’69 of the hottest fashion colours plus, amazing crackle, glitter, crop, foil, and now new magnetic nail effects’

Story board

My photographed story board

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Production schedule

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I designed this production schedule so that I would be able to work around my other comittments as well as other college subjects. I split the time up equally and alloted myself to work on every tuesday for this particular unit. As well as working every tuesday on this unit, I also am prepared to work on weekend afternooons and any free time after college when i'm not doing homework. This timetable is relevant and ideal and will help me stay on track. It may be updated at times due to unexpected difficulties but I will work around those problems and find greater solutions for them. Reece My first two initial ideas;

This is part of the Henley college woods. I orginally thought it would be a great place to shoot my advert to make it mysterious and realistic, but then I came across a few difficulties of shooting there. There were many health and safety issues, especially when it rained there was more of a chance slipping over on the hill. The background - woods, didn't exactly fit the theme of what I was going for, particulary as the product I'm advertising is makeup. There were benefits from this and that was that it was local, I could get all the filming I needed done in lesson and if any re shooting needed to be done during post preduction it could easily be done so.

My 2nd locaation filming idea was to shoot it at college and make my advert about school, that way I could relate it to students - which is a good selling point. This location is two minutes from my class, it's ideal and relevant. The only problem I have with filming in college is that it doesn't look as good as filming somewhere outside of college property. Although it is extremely easy to film in college and very persuading, I personally would rather film away from college grounds. So I have come to the conclusion to film in Henley, down by the river - Henley Royal Regatta. Henley is famous for the regatta and is beautiful in the sun! I've decided to make my advert a summer advertisment that way having the rowing boats and regatta tents up makes the advert much more relevant in comparrison to the other two locations.

Actual place i'm filming

Henley bridge Regatta tenst Cafe rouge Henley town center

Risk assesment

Sound and materials list

SFX
Crackle	http://www.youtube.com/watch?v=meKu2XN1IRo To play at the beginning of the song
The cardigans – carnival	How I would like my class mate (Elliot) to make my soundtrack sound like. It will be heavily influenced by this song.

Task seven 

Production 

Trail examples and adaptations

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My first draft As you can see from this video this is my draft, obviously. In my draft you can still hear the background sound which I did not want the audience to hear in the final cut. My final cut with the originial song 'carnival by the cardigans'

My final cut with Elliots soundtrack

LO: 4

                                         Evaluation

Form	Is your advert: realist narrative, anti-realist narrative, animation, documentary, talking heads or stand alone
Style	humorous, surreal
codes and conventions	Camera angle, shot, iconography, editing, lighting, sound, music
Computer graphics	Special effects (SFX)
Techniques	solution to a problem, self-perception, social position;
Characteristics of products or services	benefits offered; advantages over other similar products; unique selling proposition (USP); lifestyle appeal; brand identity
Regulation	Advertising Standards Authority (ASA); Ofcom

Brief and criteria:

http://www.slideshare.net/sarahlou79/unit-30-advertisementproductionfortelevision

During the length of this project my task and main outcome was to be able to learn and expand my knowledge on the following;

-      Know about the structures and techniques of television advertisements

-       Be able to originate and develop an idea for a television advertisement

-      Be able to produce a television advertisement

-      Be able to reflect upon own television advertisement production work.

Our very first lesson of this unit our teacher, Sarah, divided our class up into small groups. I got paired up with my class mate Elliot. I will be producing the soundtrack for his advertisement and he will be doing the same for mine once the final product is complete.

I then started to brainstorm all my ideas on paper and then uploaded them all to my blog.

I came up with a variety of ideas these included advertising perfume, clothes, shoes and my final chosen product, Barry M nail varnish as well as their other products.

Once I had finalised my idea I spent near enough every lesson doing research before filming my advert as well as completing the tasks set by my teacher which all had to be displayed on my blogger as evidence I had done the work.

My initial idea for my advert was to not make it miss leading; therefore the form of my advert had to be realistic. I decided to go with a realist advertisement purely because I wanted it to appeal to the correct target audience (15- 25 of age) I also wanted to see how well and persuasive I could make the advert in comparison to anti realist adverts which I personally feel are enormously persuasive making them exceedingly successful.

I looked into Barry M’s official website and adverts on YouTube. I learnt a lot about the style used and the correct codes and conventions of that particular genre of advertisement.

My story behind my advert is about a group of teenage girls who sneak into one of the Henley regatta tents to have a picnic. I wanted to make my advert come across ‘rebellious’ but not too extreme as I had to think about other people who will watch the advert. I did not want to miss lead them into thinking it’s ok to do stuff like that by glamourizing the event during my advert that was not what I intended to do.

I would like to think my advert shows a sense of humour along with surrealism to make the advert appealing and friendly.

I thought ahead and took into consideration the particular codes and conventions for an advert like mine. I tried to include as many shots, camera angles as possible. This included a wide variety of long shots to extreme close ups. As well as thinking of all the different shots I was using I also had to think of the lighting, especially as it was raining all day when I was filming! The poor weather didn’t help but I knew if worse came to worse I could edit the lighting in post-production. That it did, and I managed to greater the brightness via premiere.  The meaning of Iconography was new to me and intended to present iconography throughout my advertisement. This was showed through various objects, such as glitter, bubbles, cupcakes etc.

What I would have done if I didn’t already ask Elliot for my music was to incorporate vocals in the soundtrack and then represent the lyrics in a moving image for the advert, that way people are seeing what they hear. I noticed this in almost every Barry M advert.

Sound and music will all be produced by Elliot; however I can direct him and give him a certain amount of guidance as to how I would like my music to sound. This includes (voice overs, background sound) and overall music.

The techniques used in my advert are all very similar and fall into the same category almost;

Solution to a problem

A solution to any problem will be received as wearing my product Barry M. Wearing my product will be the clarification to a problem, but it also makeup is stereotypically associated with being ‘pretty’ so it would also make your social position stand sturdily.

Social position

Wearing Barry M can make it seem that you are in a higher position and can make you more sociable as it is in fashion and trendy.

Self-perception

Wearing my product Barry M will allow people to see themselves in a diverse and unique way, making them feel more confident and better about themselves.

The characteristic of my product/ services is my exclusive unique selling point. In comparison to the iconic Cadburys advertisement mine is very ‘safe’ and has been done before. I chose to do this and not go too far in style and theme wise purely because I know that my target audience (women) are more persuaded into buying beauty products by watching them on TV screen. It’s been done before but I somehow feel the public appreciate it more and at least I know this advertisement does work and will continue to be made in the near future.

Advertising standards authority

Due to Ofcom’s rules and regulations I would say that my advert has stuck to outlines and objectives given. I feel my advert has not portrayed anyone in the wrong way and has not stereotyped people.

LO: 1

Task 1.
Different ways to advertise:

Live stock -

. Chickens on a conveyor belt leading the chikens to a delievery van which takes the chickens to the person who ordered them.
. This could be shown on TV.  Throughout the day as there's no over aged contents.
. It could also be shown in cinema adverts before any film are shown, especially animal related films.

Burger -
. Humans on top of eachotther to represent each stage of the burger. The cow would wear a hat.


Headphones -
. Customize your own headphones, add pictures, text, colours and select your own matierals. It's in the shape of a musical note. It's wireless and has several buttons to select play, pause, next, reset, and radio. The cost varies depending what you want on your headphones.
It will be shown at Music festivals, Reading festival, glastonbury etc.
Cinema's and TV adverts.


Task 2:

My favourite advert..



1)

Form	Is your advert: realist narrative, anti-realist narrative, animation, documentary, talking heads or  stand alone
Style	The style of the Gewn Stefani L'Oriel advert portrays a  surreal, dramatic feel.
codes and conventions	Variety of camera shots; Extreme close ups, close up, mid shot, long shots. Many camera angles were used including zooms pans, tracking shots. etc.  The iconography used: (Red paint, red lips, red nails) The connotations of this is to portray that the colour resembles love, powerful, bold. (Diamond) resembles and portrays the feminie side to Gwen Stefani. .as the famous  catch phrase goes 'Diamonds are a girls best friend'. (cherry) connotations of the cheery are kissing and love.  (striped sweet) was shown on purpose to show that the product is sweet, also making Gwen Stefani innocent. Gwen Stefani is also wearing a suit at one point, this is the more 'classy' side to her.   (effiel tower model) represents the whole point of the L'Oriel paris advert.  She also writes on a white wall 'Because we're worth it' this shows the rebelious side to Gwen Stefani andthe fact she doesnt really care, this will inspire other women. The editig is fast paced and racey, it goes back and fourth showing several head shots of Gwen Stefani and the beauty product. The fast pace editing makes the whole concept of the advert more catchy and eye opening.  The lighting is extremely bright this gives the advert a positive vibe to it.  The music being played throughout the advertisement is  a personal of Gwen Stefani's - Holla back girl. The music was chosen purposely because for obvious reasons that Gwen Stefani is starring in the advert but also to the audience out there who aren't familiar with Gwen Stefani or her music. People who like the song may then connect and try and find out who it's by via internet, friends etc. That way more and more people will be talking about the advert. Throughout the advert we can hear sounds of the paint being thrown and the glass smashing. Without noticing this until you've watched it several times the sound inputs make a dramatic effect to the advert.
Computer graphics	Special effects (SFX)
Techniques	Hidden message; The hidden message in this advertisment is to make and think the audience into believeing that 'if they buy this product they will look like Gwen Stefani'. This advert appeals to women from young teenagers to elder people. Social position; L'Oriel is usually well known for the quality of the product. L'Oriels product is marketed and a slightly higher than average price. Because of this people who can afford this beauty product are socially accepted as 'higher class' people.  Celebrity endorsement; Not only will this advert be a great success for the beauty product itself but it will also play a huge part in the singers popularity. Most famous people who star in retail endorsments usually have or will be expecting to release an album for example. It will boost the pop stars fame, oppurtuities, popularity and money.
Characteristics of products or services	The advertisment is hugely successful thanks to the benefits of it's 'main character'. Gwen stefani is an iconic pop star sensation and through her huge success of the music industry she can influence others by persuading them to buy L'Oriels product. People will want to wear something their idol wears.
Regulation	Advertising Standards Authority (ASA); Ofcom

Any other comments:



2)

Form	anti-realist narrative/ stand alone. The Gwen Stefani perfume advert is hardly realistic. It's categorized as an anti -realist narrative, however I also feel that is a stand alone advert as
Style	surreal: The advert appears real but it's not. It's an advert that will immediately grab your attention but as soon as it's over people then realize that's it's not reality.  dramatic: This advert is over dramatic and it exaggerates her every movement . Gwen Stefani also repeatedly mentions throughout the advert 'I want you all over me'  this is emphasizing her belief in the product. She is referring to her perfume product.
codes and conventions	Camera angles: Zoom in/ out, pan, tilt, high level and low level angle shot.  Shots: Long shot - Gwens Stefani under water. Medium close up (MCU) of her in the water. Then cuts to a shot reverse shot of her in the water as it cuts back and forth. Side shot- her coming out of the water. Establishing/ extreme long shot- Gwen Stefani standing by the pool, we can see the whole pool and the city background.. this makes her product look more luxurious for what they're buying. Extreme close up (ECU) of the bottle, the audience see the product for themselves. Also a wide variety of high angle / low angle shots were used too.  Iconography: Pink Red Yellow Green Blue colours -  some people may think and associate this with the PH scale. The colours are extremely similar in that exact pattern. The colours are shown throughout the whole advert.  The red swimming costume may become iconic as she matches that bold colour with red lipstick. She has pale skin and light blonde hair making her very striking and stands out. At one point Gwen Stefani is standing behind the product logo, the mise en scene of the shot is her standing behind of this logo. it's a long shot and everything in the shot is symmetrical.  An extreme close up of the bottle we can see the L sign, fans of Gwen Stefani will recognize it's her fashion clothing line so as well as selling the product she's also promoting her clothing range. At the end she bursts out of the bottle as if she's free, the colours behind are vibrant bold blue colours and the product box becomes re memorable. Black and white stripes.  editing: The editing is quite up beat and is in time with the music. Many transitions are used also.   lighting: The lighting in this advert is used effectively in every shot. It begins very dark and all we can see it the beaming lights of red yellow and green. Gwen is the center of attention everything around her is dark, black. The lighting gradually builds up in contrast when she's completely out of the water. The light is shining and we can tell this because she holds the bottle up above her and the shadow is left on her face. This is suggesting that the bottle is not only a summery feel to it but it's also a happy heart warming product. I personally think that most people are happier when there's good weather, I feel shes trying to indicate that her product will make you feel good about yourself, just like when you're in the sun.   sound: Voice over of her saying 'I want you all over me'. Also we can hear a narrator talking about the product, this introduces a male fan audience it doesn't just make it a womens product (even though it is). Him speaking is allowing the male fan audience to buy it as a gift for someone eg. their girlfriend? music: Instrumental song of Gwen Stefani's making the whole advertisement about her.
Computer graphics	Special effects (SFX)
Techniques	overt messages; emotional responses or association, eg solution to a problem,  self-perception, social position; celebrity endorsement.
Characteristics of products or services	benefits offered; You get an idea of the product, hazard a guess of something you like as the person endorsing it is something you look up to.   advantages over other similar products;  It's endorsed by an icon, she's always in the public eye.  unique selling proposition (USP); She's known for her music, fashion and personal appearance this covers a wider range for the fan base of the product.  lifestyle appeal; She portrays it as being very glamorous and wealthy.
Regulation	Advertising Standards Authority (ASA); Ofcom

Any other comments:



3)

Form	narrative/ talking heads series; The advert is a series as the company is a well known brand 'Maybeline' .
Style	Surreal/ dramatic The advert is surreal in the fact it's trying to make you believe into something that can't happen- cat eyes.  It's over dramatic because they want the public to believe it does everything it says it does.
codes and conventions	Camera angle/ shot; High angle/ low angles shots, MCU, ECU, shot reverse shot, mid shots. Panning, tilt, zoom.   Iconography; theme tune is well known. 'Cat eye look' making the product seem fierce. Jeep in the background, the model is wearing leopard print top, referring to a safari. Jewelry on the leopard makes its glamorous and striking.  editing; extremely fast paced editing! sot reverse shot types used. lighting; goes from dull/dark to bright almost white when the model is set at a photo shoot.  sound; Cat sounds, voice over, them tune sound. Diegetic and non diegetic sound.  music; Famous theme tune, the audience can associate it with other things to do with that song. , narration.
Computer graphics	Special effects (SFX)
Techniques	overt messages; I think that the message is that anyone can look and feel like the model if they wear this product.    association, solution to a problem; It can make people feel better about themselves and look 'pretty' and confident. social position; It's affordable and is suitable for women, it's not a demographic field.
Characteristics of products or services	benefits offered;  it's a collect able item, many other products from the same company.   advantages over other similar products;  realistic  unique selling proposition (USP); Realistic, affordable, persuasive.  lifestyle appeal;  It can be for any women of any age, gender, race, sexuality.  brand identity;  It's a big well known brand. People will choose a well known product over a brand name no one has ever heard of.
Regulation	Advertising Standards Authority (ASA); Ofcom

Any other comments:


4)

Form	anti-realist narrative/ talking heads/ series/ parody Boots advertisement's are a series. This particular advert is a parody of the expectation of working in an office. The narrative is fiction, but it has comedy included.
Style	humorous/ parodic It's humorous as the female audience can relate to it. It's a parody of how people usually work in offices.
codes and conventions	Camera angle/ shot; Simple camera shots used these include: close up, medium close up, long shot, extreme close up.  Iconography;  The female roles.. when the woman asked to borrow her lippy.. realistically a work woman would ask for a pen.  editing; slow editing.  lighting; artificial lighting in the office. sets the scene  sound; diegetic and non diegetic sound of the phones ringing, typing keyboard, people chatting.   music; The theme tune starts off the first 2 seconds. audience are familiar with the advert. The music dyes down and it all classical, and then gets up beat and turns to party music once the woman is all dressed up, makeup on.
Computer graphics	Special effects (SFX)
Techniques	overt messages; Anyone can wear these beauty products. suitable to all types of people.  social position; affordable, women only.
Characteristics of products or services	benefits offered; well known successful brand   advantages over other similar products; trustworthy been around for years (company)  unique selling proposition (USP);  sells other peoples brands not just boots own.   brand identity; high street must have. Everyone know the company and the stuff it sells, suitable for men, women, children.
Regulation	Advertising Standards Authority (ASA); Ofcom

Any other comments:



Voice over:  The voice of an unseen narrator, or of an onscreen character not seen speaking, in a movie or a tv broadcast.

Dubbing: The replacement of a soundtrack in one language by one in another language

Jingles: A catchy and rhythmic verse, song, etc. one used in advertising, it is very repetitive

Music Tracks: An art form consisting of sequences of sounds in time, esp. tones of definite pitch organized melodically, harmonically, rhythmically and according to tone colour

Special Sound FX:  An imitative sound, as of thunder or an explosion, produced artificially for theatrical purposes, as for a film, play, or radio program. Often used in the plural

What is it for

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Gwen Stefani L'Oriel Paris Commercial