The music room
Me and my group all went up to the music room where we carefully locate an area with iMacs and a room to film it in for our first video, we then discussed how it would be filmed and weather it was gonna work or not, the room was a bit crowded and we wondered how can we fit a whole group of people in there and then came down to the discussion of the people poking their heads around the door and then have some walking in. we also planned how we were going get a front angle shot as there was a wall behind the computer meaning it would be impossible to film unless we put a clamp onto of the iMac to film it but then also had another idea of the main character being filmed and then turning towards the camera and saying "I'm nothing you expected me to be". I absolutely love this idea as I can picture how it would look and fits in really well with the story.
Tuesday, 28 February 2017
Michelle's visit
In media I was so fortunate to meet Michelle who had a discussion with us about our ideas, first of all me and my group explained our ideas as a proposal to her and then got really helpful feed back in which we then adapted our original idea with, we discussed how to make the main character look different from everyone else by using facial expressions and hand gestures instead of making it obvious by putting them in black and white, we also thought of changing the football to basket ball and even came up with a catch phrase which all the characters can say at the end which is "Im everything you didn't expect me to be", We then finally discussed different camera shots and though of having all the videos flowing and then mash up at the end into a final video. We then lastly talked about the third video and came up with the idea of a dancing muslim in a library which no one would expect. And finally we looked at Michelle's amazing work in which we obtained ideas of how we could present our campaign.
In media I was so fortunate to meet Michelle who had a discussion with us about our ideas, first of all me and my group explained our ideas as a proposal to her and then got really helpful feed back in which we then adapted our original idea with, we discussed how to make the main character look different from everyone else by using facial expressions and hand gestures instead of making it obvious by putting them in black and white, we also thought of changing the football to basket ball and even came up with a catch phrase which all the characters can say at the end which is "Im everything you didn't expect me to be", We then finally discussed different camera shots and though of having all the videos flowing and then mash up at the end into a final video. We then lastly talked about the third video and came up with the idea of a dancing muslim in a library which no one would expect. And finally we looked at Michelle's amazing work in which we obtained ideas of how we could present our campaign.
Audience profiling, broadcasting and opportunities
Audience profiling for Adidas campaign
Race: White
Nationality:
British
Gender:
Male
Age: 15
Education:
ungraduated
Occupation:
still in school education
Religion:
Atheist
ABC: E
Income: £10
a week
A young
teenager who likes to be independent and knows they can achieve great things
when they set their mind to it, this person loves to be creative in their own
unique way and feels like they are being judged by other people. He likes to be
different from other people and likes to express his individuality, this person
also likes to buy Adidas products and likes to be inspired by other people.
However this person does longs to be social as they are self cautions about
their confidence.
I would broadcast the advert in a public location where a lot of people can instantly see the advertisement, I personally recommend social media such as Facebook, Instagram, Youtube and Twitter as mostly young people are on theses sights and would instantly come across the advertisement, i would also show the advertisement on channels such as Fox, E4 and comedy central where most of the target audience are attracted too. Lastly I would showcase the advertisement in cinemas as young people like to go out with friends to watch films and in a cinema you have to watch the adverts while you wait for the film.
Opportunities
In order to create maximum impact for my campaign I could then work with other companies on social media such as Facebook, Instagram and Youtube to add extra and exclusive content on these media sites which the fans will love and can also interest other people into Adidas, we could do news updates on the latest products from Adidas featured on social media in order to give the target audience a taste of Adidas.
I would broadcast the advert in a public location where a lot of people can instantly see the advertisement, I personally recommend social media such as Facebook, Instagram, Youtube and Twitter as mostly young people are on theses sights and would instantly come across the advertisement, i would also show the advertisement on channels such as Fox, E4 and comedy central where most of the target audience are attracted too. Lastly I would showcase the advertisement in cinemas as young people like to go out with friends to watch films and in a cinema you have to watch the adverts while you wait for the film.
Opportunities
In order to create maximum impact for my campaign I could then work with other companies on social media such as Facebook, Instagram and Youtube to add extra and exclusive content on these media sites which the fans will love and can also interest other people into Adidas, we could do news updates on the latest products from Adidas featured on social media in order to give the target audience a taste of Adidas.
Qualitative research
Qualitative research
Qualitative research is a primary research way to gain information about opinions, emotions and motivations from other. this research is basically gaining ideas and an insight to what other people think and can be used to develop a project, qualitative research can be can be obtained by a method called a social group where a group of people talk together sharing their views on the topic.
The video below features me and my group having a discussion with people inside our social group gathering their opinions on the Adidas original adverts to help us get an insight to what our target audience are interested in to helps us find the unique selling point for the advert we are going to be producing.
Adidas Campaigns
Adidas Campaigns
I personally describe this Adidas campaign as freaky and threatening as it features rebels and crazily dressed people which does weird out the audience and drive them away. The video does have good effects and celebrities such as the basket ball passing in front of the old mans face turning him younger as well as featuring snoop dog to be featured in the video. The video is very dark and has a criminal look to it which can come across as threatening with the gangsters smashing drones and the people handing upside down along with the guy with pure purple/white eyes that is kinda creepy and the message doesn't come across in a good way which is why the advert wasn't successful.
In my opinion i believe this advert works best as it is a mix up of random clips it also includes a bunch of activities young people do and can bring a real interest to younger viewers. I also believe that this advert is more prophet as the message is clear "Unite all originals" and has a great tune to it which also attracts younger viewers, finally this advert gives a youthful and enjoyable feeling to it which made the advert successful.
MMP stage 1 (Tango 1)
Forms of Adverts
Realistic Narrative
The realistic
narrative advert is a way of presenting real life event in order to bring
awareness about the product and how it works to the viewer. This advert
recreates a realistic event of a kid and a parent both wanting to use the
product, however the product is being used to clean plates and is taking about
a month to use up. This can have a positive impact on the audience as it
showcases that the product is better than other products similar to it.
https://youtu.be/wb7neUBxEhc
The fairy liquid advert is very unique with its use of close up shots of the main product and displaying to the audience how it works, the advert is also featured in a house with a normal family to show its realistic as this is what happens in a daily life household. The kitchen which looks sparkling clean and very hyginic which can represent how clean you house will look in the kitchen when your plates are clean, there is also a lot of lighting shining on the plates giving it the impression that fairy liquid makes your plates look brand new, there is also a scene where we see the boy laying his head sideways on the table and then we get a close up of the fairy liquid on its side as the camera then rotates clockwise till its upright. The song starts off with a simple tune and when the boy say's "its still not empty" after counting down the days on the calendar the tune changes to a happy light relief mood and then the boys mood changes as he finally receives the empty bottle. Then the advert finishes off with a graphic edit and product description of how it lasts longer than other brands.
The fairy liquid advert is very unique with its use of close up shots of the main product and displaying to the audience how it works, the advert is also featured in a house with a normal family to show its realistic as this is what happens in a daily life household. The kitchen which looks sparkling clean and very hyginic which can represent how clean you house will look in the kitchen when your plates are clean, there is also a lot of lighting shining on the plates giving it the impression that fairy liquid makes your plates look brand new, there is also a scene where we see the boy laying his head sideways on the table and then we get a close up of the fairy liquid on its side as the camera then rotates clockwise till its upright. The song starts off with a simple tune and when the boy say's "its still not empty" after counting down the days on the calendar the tune changes to a happy light relief mood and then the boys mood changes as he finally receives the empty bottle. Then the advert finishes off with a graphic edit and product description of how it lasts longer than other brands.
Non-realist Narrative
Non-realistic
Narrative is another way for an advert to get the audience interested in the
product with an unrealistic look, however this helps gives the audience a
closer look at how the product functions and makes it more interesting. For
example the Doc Brown Lego dimension
https://youtu.be/meF_1Is2IB4
This advert starts off with an age rating for video games to display that this product is a video game. The advert displays non-realistic narrative as the parcel starts glowing blue with alien/futuristic noises coming from the box while a fictional character called "Doc Brown" from the film "Back to the future" starts to investigate the box while we see all scientific equipment in the back ground such as the Delorean which was featured in the film, the advert starts to make humouros jokes as Doc brown makes himself in a lego minifigure form and calls it handsome and starts asking it questions while staying in character. The music starts to get more intense as Doc Brown builds the lego portal and soon as he finishes building the portal an edited special effect of a portal appears as he then puts the lego minifigure on the portal special effects of wind blows into Doc Browns face as he look amazed which gives the audience a feeling that the portal is powerful. The use of low/dim lighting gives the light from the portal and more dramatic effect. The advert then shows some in game footage of the video game. Then lastly it shows an animation of the product logo.
This advert starts off with an age rating for video games to display that this product is a video game. The advert displays non-realistic narrative as the parcel starts glowing blue with alien/futuristic noises coming from the box while a fictional character called "Doc Brown" from the film "Back to the future" starts to investigate the box while we see all scientific equipment in the back ground such as the Delorean which was featured in the film, the advert starts to make humouros jokes as Doc brown makes himself in a lego minifigure form and calls it handsome and starts asking it questions while staying in character. The music starts to get more intense as Doc Brown builds the lego portal and soon as he finishes building the portal an edited special effect of a portal appears as he then puts the lego minifigure on the portal special effects of wind blows into Doc Browns face as he look amazed which gives the audience a feeling that the portal is powerful. The use of low/dim lighting gives the light from the portal and more dramatic effect. The advert then shows some in game footage of the video game. Then lastly it shows an animation of the product logo.
Animation
Animation is a cartoon
style of imaginary characters which give a friendly approach to kids as
cartoons are more entertaining to children than adults. For example this advert
shows the rice crispy people jumping out of the kids cereal which expresses the
imagination of children making the cereal product seem more enjoyable.
The advert starts of with two boys having breakfast as soon as the boy adds milk to his cereal the mascots Snap, Crackle and Pop appear, these mascots represent the sound that the cereal rice crispy makes when you add milk. The boy then shows his friend the trick his been teaching the rice crispy mascots as they do a stunt, suddenly a group of kids come over noticing the trick as they seem really excited and amazed, the mascots then start singing infant of the product which can show how enjoyable breakfast is with a bowl of Kellogg's rice crispy.
Documentary
Documentary
A documentary advert
is when the advert states fact about the product and give the viewers an
insight of what they do to try and get you more interested in the product. This
Papa johns advert gives an insight of how the pizza is delicately crafted as
well as an emotional message about the business to the audience of how well
they treat their customers in order to satisfy their needs.
The advert starts of with a light piano tune of music which is played throughout the advert, as the owner of Papa johns explains his past with pizza as the camera focuses on him as the background is blurred as we see a close up of his face talking directly to the camera, we then get different camera shots of the present with the owner talking about his company and stating facts about the quality of food, through the advert they use a lot of out of focused back ground to create a dreamy effect in contrast with the light piano music which creates a warm feeling as we see the company employee working together with the owner. We also get some slow motion effects of the hot toasty pizza with a slice being taken out, as there is also an effect of steam which represents a toasty hot pizza making the audience get a hungry appetite for the pizza. As he says "fresh cut" we see a knife cut open a pepper that looks fresh because of the light green colours with the added water splashed on top to feature freshness. We then finally see employees happy as they work which gives us the impression of a welcoming pizza business. We finally see another close up of the uniform and the owner then says his slogan as he giggles happily which makes you want to smile back as we then see the logo.
Talking heads
Talking heads
Talking heads is an
advert in which features a person talking directly towards the audience
explaining their product which creates a serious message to the audience as
there isn’t much exciting happening however it does present the audience with
direct communication meaning the audience would take in more information than they
normally would, for example the Sun life advert has a man speaking directly
towards the audience.
The advert starts off with an old man sitting on a chair as the camera pans in the lights low lit in the background as the front light then lit up slowly to full beam from the front (next to the camera infront of the old man) directly aiming at the man in the chair, the old man represents an person over the age of 50 planning his life cover insurance, as more information about the over 50 plan appears on screen as the old man keeps on talking and smiling at the camera, we then see different camera shots of the over 50 plan as well as the free gifts to try and persuade the audience as the camera freezes on the man smiling with all the edited text around him in bright yellow to stick out to attract the audiences attention with bright colours, the frozen screen gives the audience time to read more as well as note don any information they wish such as the phone number and website.
Stand alone
Stand alone
This is an advert in
which a business would put a lot of time effort and money into one advert which
doesn’t seem to seem to be planning on making any other adverts in the future.
This could have a strong impact as the audience could easily remember the same
advert being played however it could get irritating watching it over and over
again causing them to loose interest. For example the John Lewis Christmas
advert 2016 has a lot of money put into making the advert which creates
emotional feelings with audience of all ages.
This advert starts off with an animated dog face watching a kid jump up and down moving his head to her movement as the mum puts the girl to bed, the camera then cuts to a frosty night garden which gives a christmasy feeling to the video as we hear magical chimes as we then see the dad in the garden putting up a trampoline in the cold as he then puts a ribbon around it which could represent a gift. The music then plays magical chimes again as we see a fox crawl out of a bush as two foxes bounce on the trampoline as a badger then joins them and so on follows more animated animals playing together, as the scene cuts to a close up of the dog looking unhappy seeing the animals bounce as we hear a growl which gives us the impression that the dog is feeling angry, as we then see close up slow motions of a squirrel and hedgehog enjoying themselves bouncing as we see a streetlight shine down on the hedgehog as he jumps up giving a heavenly feel to the scene as we then see a long shot of all the animals playing together, the camera switches to the dog as his expression changes to a sad face as his eyes have a shine from the light making the dog look teary as we hear a whimpering sound creating sadness to the audience, the advert skips to sunrise as the camera follows the little girl as she goes outside and looks amazed at the trampoline as the glowing sun light effect makes the trampoline stand out in the spotlight, the camera then cuts to a slow-motion scene of the girl running up to the trampoline as the dog jumps over the camera as her facial expressions changes to shocked, the camera then films the doggy rolling and jumping on the trampoline as the song strengthens the vocal cords as the dog jumps in slow-motion, the scene then cuts to outside their garden as the dog jumps normally, the music is gone and a man is walking by looking at the dog, as the camera then pans into the parents faces as they stand their shocked frozen while the music resumes as the dog carries on jumping, the advert ends with an edit of a fade in text message directed at the audience
Series
Series
This is when a bunch a
small adverts are put into making a story line within one advert for the
audience in which the audience may feel amused by and feel involved in the
story as they have been on a journey watching all the different adverts come
together, for example the dove shows each and everyone of the characters
personal stories and then link them all into one advert to create a very
powerful message.
This advert includes a wide range of different clips from other adverts, it shows a range of different camera style techniques including focus, blurred, long shot, close up, medium shot. The music starts off plain then as soon as they turn the offensive comment they have been called into their own opinion and themselves saying no this is my beauty, the beat music kicks in creating a powerful stand which shows how people are strong about their own passion. We then see them all finish with a smile which shows they are proud to be who they are. We then finally see a hashtag that says "my beauty" and then the Dove logo with a white background as the golden Dove logo shines a light which could imply those who use Dove are using gold standard material as it ends with the logo fading out to white.
Task 2
Humorous
This is a comedy type
of advert which makes the audience remember the advert in a funny way, for
example the spec savers advert with the faulty car is just funny how the guy
mistakes his car for the polices car and then starts beating it with a branch.
This style is being
used to make the audience laugh and feel happy when seeing the advert as it is
hilarious to the public how the man mistakes his car for the polices car. I
think this style is appropriate as it bring awareness to people who need
glasses relating to the company Specsavers as well as saying if you don’t get
glasses you may become a laughing stock like the man in the video.
This advert is This advert is very memorable
even for myself as I love the idea of how they planned this advert out as well
as the mistaken identity of the man’s car which is really funny how he attacks
the wrong car with a branch only to realise his is the one behind.
I personally think
this style is appropriate to the company as it shows how people can get into
trouble if they don’t get glasses in which they need, which is also why I think
its successful as the funny scene sticks inside people’s heads and makes it
really enjoyable making people want to go to Specsavers also the message at the
end “should of gone to Specsavers” is a strong message telling the audience
they should go there to get their eyes tested.
Surreal
A surreal advert is
when people get amazed by the advert where the advert uses the WOW factor to
keep it stuck inside peoples mind. For example the Cadbury advert where the
children’s eyebrows dance in sync to the music. I personally think this style
makes the audience feel really impressed and amused by how well the kids can
wiggle their eye brows which even makes the audience want to try it themselves.
This style makes the advert very memorable as it presents kids of such a young
age doing something very talented, also the song choice is quit catchy. I
didn’t really see how the product relates to the scene however it creates a memorable
advert because of how the kids are talented with their eye brows to create a
song which makes it successful as they will remember it but it doesn’t make the
audience want to buy the product.
Dramatic
This is when the
advert creates a very dramatic scene which can be intense to the viewer. For
example the BT mobile sim advert creates drama with Hawk eye doing stunts such
as jumping of a roof and doing a flip which amazes the audience.
This style makes the
audience feel suspense and really stunned and impressed by what had just
happened.
This advert is
memorable because of all the incredible dramatic action scenes and stunts amaze
the public giving the strong effect of being very impressed.
I think the style
works because Hawk eye does all the incredible tricks and is then told
information which is after the stunts meaning the advert has already hooked the
audience’s attention so they can then explain BT mobile in seconds after which
is why I think its successful as they do explain the product right after they
grabbed the audience’s attention.
Parodic advert
This is when one
advert makes a joke out of another advert or product or event.
For example the Paddy
power advert Turn around Steward as the steward makes a parodic song from the
original song eclipse of the heart.
This then makes the
advert more enjoyable and catchy to watch more than once as the song is also
really catchy.
The advert as the song
lyrics relate to Paddy Power Company when the Steward says “I’m still taking
part” and then manages to guess the next goal without turning around in the
next lyrics as Paddy Power is a betting site on football matches where the
client bets money on the score.
I think the advert is
successful as its completely memorable as the song is well known and the lyrics
are catchy.
Task 3
What techniques do
advertises use to appeal to the consumer?
Adverts use special
techniques in order to appeal to customers, the advertisement techniques are
used to engage minds, trigger human emotions and feelings, attract attention
and finally change the thoughts and opinions of what the public think.
Advertisements can
contain hidden messages or overt messages however advertising can regularly
contain Pathos, Logos and Ethos.
Pathos
Pathos is an
advertisement technique which will try and awake emotions with inside a person
in response to watching the advert. Pathos can evoke many different emotions
such as happy: when a holiday advert plays and you see a whole family having
fun on vacation> Sadness and pain, for example a car crash which kills
people because someone wanted to text and drive which makes the audience think
of the consequences of their actions. There are even some adverts which can
create emotions such as fear and guilt where we see charity adverts for animals
who are about to be extinct.
Logos
Logos in advertisement
brings statistics and evidence for your audience to take in which can also
gives a brief description of how the product functions, Logos of an advert usually
use direct straight to the point facts: Plenty only needs one sheet.
Ethos
Ethos is another
advertisement technique which is mostly used in order to persuade the audience
to show how reliable, trust worthy, credible and honest the product is which
then means you should buy this product. Ethos can also use a lot of statistics
from professional such as 9/10 doctors recommend eye surgery.
Hidden and overt messages
A hidden message in advertising is a way of receiving a message in which we aren't aware/conscious of, a hidden message can also be known as a subliminal message. This can be presented in an image or even a word which is flashed for a millisecond on screen which can be hard to detect, another subliminal message could be audio which is herd in the back ground that may be sped up in fast forward or reverse. Over all overt messages can be a word or an image in which is hidden within an advert which the public is viewing but isn't consciously aware of the hidden message. Audio, flashing images, hidden words or images which are presented in this way are mostly likely to get banned in many countries.
Over messages are straight forward/easily visible messages which are openly displayed, most advertising companies will display their message in an overt way to attract customers into buying their product. Finally overt messages can be implied, for example a beauty care skin advert will transmit a message that having beautiful healthy skin is good thing.
Emotional response or accusation
Advertises use emotions to play a specific part in product adverts that we choose to buy, these adverts usually effect us emotionally which makes us want to buy. For example emotional adverts are used to make the public want to buy the product to seek help in our social position, to solve economic problems/ daily life situation problems, to prevent and put an end to something bad from happening/fear, and finally to mess around with our compassion and guilt emotions.
Solution to problem- solution to problem for example the Sham Wow advert features a problem of a big spillage of water which is common in households and then tries to mop it up with a regular cloth, but then they show the Sham Wow which is the solution to the problem, as they then feature the product over and over from problem to solution to temp the viewer into buying it.
Fear- Fearful adverts such as the British heart foundation, this advert creates fear and sadness of losing a loved one to heart disease, the advert has a really strong approach which puts fears into peoples mind of heat disease making the audience want to spend donations.
Compassion and guilt- for example the RSPCA adverts show animals suffering without their owners featuring distressing scenes that make people feel guilty that they aren't helping. Which then makes them want to help and be involved in saving pets lives, this is mostly used in charitable adverts to mess around with peoples guilt to try get them to donate.
Celebrity endorsement- A celebrity endorsement advert is an advert which features a celebrity, the celebrity is then used to attract more audiences to appeal to the cause/product in the advert, and usually the celebrity in the advert is associated with the product but not always. For example the national lottery advert features James Blunt and this advert is actually encouraging g you to gamble with the lottery so he don't win. The Celebrity endorsement technique works really well as the audience will instantly recognise the celebrity in the advert which will instantly direct their attention at the advert, and finally this is a great way for advertisers to target audiences.
USP- USP stands for unique selling point, a unique selling point is when an advert has an idea in which no other advert does or have included. A unique selling point could also included included in a message that the advert is trying to inform us about and finally a USP is used in order to make the audience think that their product is worth having. For example the iPhone 7 advert USP is to advertise the features of the phone like the new and improved built in camera and water resistant which is really unique to the product.
This advert clearly displays the benefits offered within the iPhone 7 like the new camera, lighting, speakers, water proof casing etc. the advert takes advantage over similar products and brands by having its unique 3D display of the phone with parts separated and then placed back together which gives the audience an in depth view of the camera lens. This style hasn't been done by any other phone company and this style is usually presented in the Dyson advert. The advert also shows the life style you could have with the iPhone 7.
Brand identity- The brand identity is a feeling of the brand and the look of the brand, this mainly includes the logo, brand name, values, slogan and colour scheme. A brand identity is used to identify the companies product easily since its recognisable, a great example of brand identity is Subway. This subway advert features the logo keep discovering and shows the company brand logo.
Repetition- Repetition is also another way advertisers get their reorganisation from the audience as by repeating the same slogan and the same brand name/ logo/colours, this is usually forced annoyingly on the audience to make them remember like the go compare advert.
Task 7
Tango example brief
From the Tango example brief its very important that i note down facts about the company and what their main objectives are. The Tango brief clearly defines their drink as one of the biggest drinks company within UK, Tango also describes itself as being famous for the drinks sharp strong flavor. There product can be found in local shops/supermarkets and comes in many flavours but orange being the most favourit.
The Tango brief product also describes itself as Fun, playful, rebellious, adventurous, creative, different and brave in which these behaviors can be classed as themes.
Tango has a massive issue with losing popularity within UK markets as there has been problems such as new brands coming into markets, Tango has done less advertising than most UK drinks and finally healthier drinks are becoming more desirable (water & fruit drinks).
The brief clearly states that Tango would like me to create an advert which is directed at 18-20 year olds (mostly males) to make Tango appeal cool to 18-20 year old males. The brief then clearly states i would need to create a presentation explaining why i think my ideas will work, i then must research about Tango, come up with lots of ideas and then select the best one, think about what makes the target audience want to drink Tango, develop and produce proposal ideas and finally present my ideas.
The brief then describes the target audience in a psychographic form. This says the target audience enjoys school but prefers night out with friends, they spend enormous amount of time on social media which involves sharing photos, following celebrities and messaging others. They are in the stage of deciding their future weathers that's working, college or university. They do drink soft drinks but rarely. Some comments from the target audience are "life is too short to sweat the small stuff" and "I'm energetic, I don't take life too seriously by joking around with mates but always have their backs.
Tango mostly aims to advertise on television and their desired outcome is to make tango famous again, make Tango talked about and copied, and finally they would want their targeted audience to pick up a Tango instead of other soft drinks.
Task 4
Hidden and overt messages
A hidden message in advertising is a way of receiving a message in which we aren't aware/conscious of, a hidden message can also be known as a subliminal message. This can be presented in an image or even a word which is flashed for a millisecond on screen which can be hard to detect, another subliminal message could be audio which is herd in the back ground that may be sped up in fast forward or reverse. Over all overt messages can be a word or an image in which is hidden within an advert which the public is viewing but isn't consciously aware of the hidden message. Audio, flashing images, hidden words or images which are presented in this way are mostly likely to get banned in many countries.
Over messages are straight forward/easily visible messages which are openly displayed, most advertising companies will display their message in an overt way to attract customers into buying their product. Finally overt messages can be implied, for example a beauty care skin advert will transmit a message that having beautiful healthy skin is good thing.
Emotional response or accusation
Advertises use emotions to play a specific part in product adverts that we choose to buy, these adverts usually effect us emotionally which makes us want to buy. For example emotional adverts are used to make the public want to buy the product to seek help in our social position, to solve economic problems/ daily life situation problems, to prevent and put an end to something bad from happening/fear, and finally to mess around with our compassion and guilt emotions.
Solution to problem- solution to problem for example the Sham Wow advert features a problem of a big spillage of water which is common in households and then tries to mop it up with a regular cloth, but then they show the Sham Wow which is the solution to the problem, as they then feature the product over and over from problem to solution to temp the viewer into buying it.
Fear- Fearful adverts such as the British heart foundation, this advert creates fear and sadness of losing a loved one to heart disease, the advert has a really strong approach which puts fears into peoples mind of heat disease making the audience want to spend donations.
Compassion and guilt- for example the RSPCA adverts show animals suffering without their owners featuring distressing scenes that make people feel guilty that they aren't helping. Which then makes them want to help and be involved in saving pets lives, this is mostly used in charitable adverts to mess around with peoples guilt to try get them to donate.
Celebrity endorsement- A celebrity endorsement advert is an advert which features a celebrity, the celebrity is then used to attract more audiences to appeal to the cause/product in the advert, and usually the celebrity in the advert is associated with the product but not always. For example the national lottery advert features James Blunt and this advert is actually encouraging g you to gamble with the lottery so he don't win. The Celebrity endorsement technique works really well as the audience will instantly recognise the celebrity in the advert which will instantly direct their attention at the advert, and finally this is a great way for advertisers to target audiences.
USP- USP stands for unique selling point, a unique selling point is when an advert has an idea in which no other advert does or have included. A unique selling point could also included included in a message that the advert is trying to inform us about and finally a USP is used in order to make the audience think that their product is worth having. For example the iPhone 7 advert USP is to advertise the features of the phone like the new and improved built in camera and water resistant which is really unique to the product.
This advert clearly displays the benefits offered within the iPhone 7 like the new camera, lighting, speakers, water proof casing etc. the advert takes advantage over similar products and brands by having its unique 3D display of the phone with parts separated and then placed back together which gives the audience an in depth view of the camera lens. This style hasn't been done by any other phone company and this style is usually presented in the Dyson advert. The advert also shows the life style you could have with the iPhone 7.
Brand identity- The brand identity is a feeling of the brand and the look of the brand, this mainly includes the logo, brand name, values, slogan and colour scheme. A brand identity is used to identify the companies product easily since its recognisable, a great example of brand identity is Subway. This subway advert features the logo keep discovering and shows the company brand logo.
Repetition- Repetition is also another way advertisers get their reorganisation from the audience as by repeating the same slogan and the same brand name/ logo/colours, this is usually forced annoyingly on the audience to make them remember like the go compare advert.
Task 7
Briefs
Formal brief
A formal brief consists of the product in which the client
would like to be produced and is passed to the production company, Both the
client and the production company will then have a detailed discussion about
what is wanted to be included in the production and nothing more. Formal briefs
don’t usually cover legal issues and could then be a problem for the client as
this can be risky as they could be in trouble if the production company don’t
meet legal guidelines. Formal briefs can be discussed within audiences and
bigger groups and can be applied more to a large production groups rather than
a contractual brief.
Advantages
One of the main advantages for a formal brief is that the
contract is simple and easier to understand than most contracts, formal briefs
are easier to understand as they are all written down so both the client and
the production company can read what is expected. This formal brief is made
easier to communicate about with bigger groups which then implies that the
formal brief is suitable for a bigger production group. The advantages of a
formal brief applies to both sides as this formal brief is simple to create, no
changes or additions can be applied, agreed by both sides, and this can
definitely benefit both the client and the production team as neither side can
break the agreement and won’t feel like they are being victimised.
Disadvantages
By having a formal brief can also come with disadvantages for
example legal issues, legal issues are not covered by the formal brief which
therefore means if either the client or the production team bring forward legality
this can bring problems to either the client or the production team. Lastly the
contract cannot be altered or adapted or changed in any way once it has been
signed meaning the production company must do it and the client must pay.
Informal briefs
Informal briefs are not written down and are all agreed throughout
the conversation and are only discussed by the production company and the
client, this then mean there are no documents or any type of written contract
evidence. Since an informal brief has no written document the contract is
created on trust as there is no written agreements so in order for this to work
both the client and production team would need to keep their agreement. To
create an informal brief there will be discussions between what both the
production and client want and will make side notes of everything discussed
during the talk and would the verbally agree and finish with a handshake to
confirm it and show trust between the two.
Advantages
Since there is no written document contract agreement this
then means there are no strings attached so if either the client or the
production team cannot meet their agreement at the end there will be no
consequences. This advantage is mostly in favour of the production team as if
they cannot up hold their part of the agreement there is no written document to
prove that was part of the agreement. Another advantage of an informal brief
would be the scheduling as the meetings will only take a little while meaning
you have more production time with a less time agreement. Lastly the informal
brief allows the production team to get even more creative and experimental
since the informal brief can be altered and used to create something more
spectacular.
Disadvantages
An informal brief can come with disadvantages for example
since there is no written documentation of the agreement and the trust between
the client and production team isn’t strong the client could cheat the
production team into doing more work as the payment budget was not written down
in a document meaning the client may not hold up their end of the deal. Since
this is a verbal agreement if they end up going to court there will be no
written evidence as proof. These informal briefs are also known as
unprofessional as there is no type of written agreement while the meetings are
in progress, and finally since nothing is documented the production team may
miss out important details in which the client wants.
Contractual briefs
A contractual brief involves a contract which is between the
client and the production team. The production team usually explains the
contract to the client and will have a discussion between them both about it
before signing an agreement for the contract. Contractual briefs are really
strict when it comes to meeting all the guidelines set in which the client
requires, however if the production company do need meet what is expected in
the contract this can lead to charges and fees which may apply as a
consequence.
Advantages
A contractual brief can be an advantage towards both parties,
a contractual agreement means that there will be a guarantee exchange from both
the client and the production team, this also makes sure that no one breaks the
agreement or they will obtain legal consequences. This can also help out with
the production team as the contract should be detailed enough to give the
production team a really good image of what the production can look like.
Disadvantages
The disadvantages for a contractual agreement would mostly
effect the production company as it puts more pressure on them to do everything
within the contract agreement and restricts the creativeness and can be
controlling. This can also make the production team less excited about creating
the product and the product could be less satisfactory since the creativeness
is being limited. Contractual brief can also take more time to reach an
agreement between the client and the production team which then means it will
take longer to to start creating the production.
Negotiated brief
A negotiated brief is basically a negotiation between the
production team and the client where they both put their ideas together and
both have a say in the production where they will finally reach a conclusion
and only use the best ideas in the final edit. This allows the production
company to become more creative and also gives the client more knowledge about
what the company does. The brief will be negotiated in meetings collecting all
the details and would then be signed once its been agreed between both parties
in order for production to start.
Advantages
A negotiated brief can be an advantage for the client and the
production team as when the negotiation has been agreed on the production team
would have a detail plan full of ideas which will help in the making of the
production, this could also help with the financial issues as both parties will
fully understand the cost of creating the production. Finally negotiating
briefs can mean less arguments as everything will be discussed about before
being created meaning the product would be impressive.
Disadvantages
Negotiated briefs can also have disadvantages like other
briefs, one of the main problems with negotiating briefs is that it can take a
lot of time to discuss everything in which that time could be used in
production. This then implies it will take longer than other briefs in order to
complete. Finally this can also cause problems as both the client and the
production crew may only agree on some ideas and may not even go into a
contractual agreement and can take even more time up and there has been no
contract created.
Cooperative
Cooperative brief is basically sharing the brief with other
people. This helps get other people involved which can help you gain better
ideas and helps you produce a better project when its all complete. This brief
consists of two different production companies coming together and look at the
client’s brief in which they would then start discussing ideas such as what
would be best for the project or what wouldn’t work at all.
Advantages
Cooperative briefs can have advantages such as professional
opinions which are talked about when negotiating the brief and gives access to
more ideas, this also helps the client and the other production companies gain
a better understanding of the product will look as well as how its going to be
produced. Cooperative briefs can also mean that both the production companies
can split the expensive costs which is used to produce the product. Lastly
cooperative can be used to produce the product faster as there is shared work
between the two companies which allows them to produce work efficiently and
easier to obtain deadlines on target.
Disadvantages
Cooperative brief can have disadvantages as the both the
production companies may have different opinions and this can then cause conflict
and disagreement within the production, this could also use up more time trying
to discuss with each other what idea they think is best. Lastly since the
companies are both spending out money they will also split the cash earned by
the client which can cause them to have low pay.
Tender
Tender is another brief in which has a similar look like an
advertisment for a job post, in this situation the client would then advertise
that they would like a media product and would then hand out a rough brief of
what they would want to see. Different production companies would then come up
with an idea of how much funding would be needed and how they would create the
product in their own way which best suits the clients needs. The client would
then decide on who has the best proposal and would then would discuss with the
selected product team how to perfect the idea. They could also even use other
ideas given o them by other production companies as the client has been given
the proposal which then makes it owned by the client.
Advantages
Tender briefs have a lot of advantages which is more in
favour in the client, this is because tender briefs mean’s the client will get
to choose from a range of different ideas and can decide on which one best suits
their needs, they can also gain full power and total control of the ideas given
to them and an incredible ability to be able to take other proposal ideas and
add them into the chosen production team. This then allows the client to pick
out which idea best suits their needs in order to make the exact product the
client is looking for. Lastly the production company would be able to have
total freedom of how they would like to create the product and if they are luck
enough to be chosen they would be able to create it their own way.
Disadvantages
There are also disadvantages to tender briefs as a production
team would need to compete against other productions in order to obtain the
contract and may not even be chosen and would have spent money and done all the
planning for nothing and wont be able to make the product. There can also be
disadvantages for the client to as they would need to hope for a production
company to submit their idea proposal as they want the contract however if the
idea isn’t good enough and the production company get let down this could be
very off putting towards production companies as they may not want to
submitting their ideas as they feel it could be wasting their time which means
the client could get no production.
Competition
Competition briefs are very similar to a tender brief as it
involves other productions all competing to get a shot at an opportunity to
create the product in which the client desires. Competition briefs can also
involve challenges in which the production companies would need to complete as
the challenges would be a rough description of what the client is looking for
and is then publicly announced so all the production companies can enter. The
production companies would each then present their ideas to the client just
like the tender brief where they select a winner.
Advantages
Competition briefs have some advantages such as if the
production company is successful enough they would then win either a reward or
prize for their outstanding work, the rewards are often used encourage and
intrigue production companies to participate in the competition. All of the
entries would all have the same judgment treatment and will be assed equally
and the chosen proposal idea would be very close to what the client desires in the
standard and quality they are looking for. Lastly competition briefs can be
quit cheap and is usually used as an alternative method which is very useful
for companies who have a very tight budget.
Disadvantages
The disadvantage for competition brief is very similar to
tender brief as it can be bad for produces as only one producer is chose and
only one is rewarded out of all others who submitted their entries. This then
links back to being quit risky for producers as they could spend countless
hours and money working on this proposal to not get chosen.
Commission
Commission briefs involves a client hiring a solo media
company which is independent to think and present ideas for the client product
in which they feel their customers will want. The client would then present
rough description of what they are looking for and the independent media
company will think of different ideas which will then be presented to the
client, the client would then adapt on this by adding in some of their own key
ideas until they are satisfied with the proposal. The client will then look
into the proposal work out a budget in which they are happy to pay for and
would then give the producer the money to create the product in their view
which was invented by the client and the private media companies ideas.
Advantages
The advantages of a commission brief is that it allows the
independent media company to have freedom and be more creative to think of
their own ideas thanks to the client and can come up with ideas of how they
think the message the client desieres wants to be presented. The media company
would also have guaranteed pay as they have been hired by the client and will
be given a set wage. Lastly it allows multiple projects to be in progress
simultaneously, and this then means the production company is able to earn more
cash while the client can complete all the tasks at the same time by hiring
different producers for all the different tasks.
Disadvantages
Commission briefs can have a downside as the production
company which is hired could be paid a low amount as the wages a split, half
goes to the independent company well as the other half goes to the producers
instead of only being given to a group or a single person that can do both job
roles. The producers have hardly any say in the ideas of the brief and would
only have little input which then means none of the producers ideas will be
shown in the final piece, however this can also mean that the final piece isn’t
what the client expected as the ideas have come from the independent company as
well as the client before being handed over to the producer who wont understand
fully what the client needs as the director will only have the written brief.
Reading the Tango brief
Whenever you are given a brief it is essential that you know
what kind of brief this is whether it is a tender, contract, commission etc. By
gaining knowledge this can help you improve your ides as well as creating ideas
and making the product. You must also be aware of Final dates, what is
required, timescales and if there are any special requirements. It is
incredibly important that you check and read over the brief and gain a good
understanding of the brief in order to have a great insight of what the client
is expecting, and this then means that whatever the client wants the production
team must create.
Another reason why it’s essential that you read a brief
thoroughly is to get the idea of the product/nature in which the client
requires you to create, this would also include the deadlines for the product
to be completed as well as any resources that are required.
Negotiating the brief
Every single brief can be negotiable, so whenever you obtain
a brief you must ensure to see if you can do what is required and if there is
anything you would need to change as somethings may not be possible.
Negotiations can also be critical especially when something
isn’t likely going to happen or would spend all your money. An example would be
if a client wanted exploding cars in a city and the budget for the advert is
very tight, this means you would then have to negotiate weather to increase the
budget, change the location or the model of the car, or get rid of the
exploding cars.
Finally negotiation can be having a discussion about the
deadline dates or the short budget, if you personally feel like the product is
going to be too much to handle or the cost will be too high then you should
consider asking for a raise in funding or to see if you can extend the
deadlines to a necessary date.
It’s essential that I must discuss the brief with the client as I can gain an in depth understanding in what Tango requires me to do, if there is no discussion between the client and the production team
then it wouldn’t be possible to get a good understanding of what the client
desires which could ruin the final product which would be waste of money and
time. Lastly discussing the brief with the client could result in amendments or
improvements which the client may not thought of.
When negotiating the Tango brief it’s important to talk about the
legal and ethical issues with your client that may or may not have been
described in the brief. The reasons to talk about legal and ethical issues is
because if the production manages to come in contact with any legal or ethical
issues this could then result in consequences which could then cause problems
and consequences that can effect both the client and the production team. This
means that the client and the production team should communicate about ethical
and legal issues before beginning as well as making sure both parties fully
understand legal and ethical issues.
Tango example brief
From the Tango example brief its very important that i note down facts about the company and what their main objectives are. The Tango brief clearly defines their drink as one of the biggest drinks company within UK, Tango also describes itself as being famous for the drinks sharp strong flavor. There product can be found in local shops/supermarkets and comes in many flavours but orange being the most favourit.
The Tango brief product also describes itself as Fun, playful, rebellious, adventurous, creative, different and brave in which these behaviors can be classed as themes.
Tango has a massive issue with losing popularity within UK markets as there has been problems such as new brands coming into markets, Tango has done less advertising than most UK drinks and finally healthier drinks are becoming more desirable (water & fruit drinks).
The brief clearly states that Tango would like me to create an advert which is directed at 18-20 year olds (mostly males) to make Tango appeal cool to 18-20 year old males. The brief then clearly states i would need to create a presentation explaining why i think my ideas will work, i then must research about Tango, come up with lots of ideas and then select the best one, think about what makes the target audience want to drink Tango, develop and produce proposal ideas and finally present my ideas.
The brief then describes the target audience in a psychographic form. This says the target audience enjoys school but prefers night out with friends, they spend enormous amount of time on social media which involves sharing photos, following celebrities and messaging others. They are in the stage of deciding their future weathers that's working, college or university. They do drink soft drinks but rarely. Some comments from the target audience are "life is too short to sweat the small stuff" and "I'm energetic, I don't take life too seriously by joking around with mates but always have their backs.
Tango mostly aims to advertise on television and their desired outcome is to make tango famous again, make Tango talked about and copied, and finally they would want their targeted audience to pick up a Tango instead of other soft drinks.
Task 4
ASA & Ofcom regulations
Ofcom
Ofcom main job is to is to keep control of standards in
broadcasting advertising and to deal with any complaints about an advert. But
then there was an even greater regulation principle which was added in the
communication Act 2003, this principle was to pursue alternative forms of
regulations where practical. Ofcom took superior position of this provision and
then created an alliance with the ASA in 2004.
This therefore means that the ASA is always responsible on a
daily basis for advertising as well as broadcasting standards. The BCAP which
stands for broadcast committee of advertising practice, has the responsibility
of maintaining as well as writing the Code of broadcasting for UK, however
Ofcom has the last say in what’s overall signed off on important changes to
this code. Another responsibility for the ASA is to administrate the Code and
if more needs to be done about a situation the ASA can refer back to Ofcom if
further action is needed which is extremely rare to do.
Examples:
The ASA stands for the advertising agents authorities and
have control of what advertise are and aren’t appropriate, their job role
involves receiving complaint letters and looking into cases to decide whether
or not it’s appropriate for television, for example if the advert contains
adult content they will need to make sure its shown to the public after the
watershed, however if an advert gets too many complaints the ASA will ban the
advert and in this situation the 50 Cent Reebok advert was banned.
Ofcom is known as the biggest communications regulator
inside UK, Ofcom’s duties are to regulate radio, videos on demands, postal
service, TV and more. Lately Ofcom has put a stop to an advert for the soft
drink Irn-Bru in which came across to the public as making fun of transsexual people,
in this advert the lady reveals to her family that she used to be a man, this
then receive complaints from 17 viewers which most were transsexuals.
https://youtu.be/aybGmG1bTCk
Task 5
Audience measurement panels: This is the viewing estimates which are gathered by a panel of television owning private homes, this data is then used to represent 26 million TV viewing households veining behaviour within UK. The panel that has been selected will represent both BBC and ITV region that also includes pre-determined sample size, for every home this represents roughly 5000 of UK citizens.
Every panel resident household as well as guests must always register their presence when they are inside a room with a TV on, every single panel member will register their presence by pressing a button which is given to them on every meter handset.
There is also an LED screen attached to the front of the meter which also indicates to remind them to register when they are in presence of the TV, also whenever a person has left the TV room they must de-register their presence.
The metering system monitors is put in place to take count of all registrations which are made within the household by all the individuals.
Face to face interview: A face to face interview is self explanatory as it involves two people, one being the interviewer and the other being the interviewee as they have a face to face interview in order to receive and give information directly.
Focus groups: A focus group is similar to an interview but more like a group discussion, this can involve a presentation as well as group discussion about a specific topic.
Questionnaires: A questionnaire is usually presented on paper or online, this is basically a bunch of questions put on to one document and can be given out to anyone who’s willing to participate.
Programme profiles: This is basically the type of people who watch a specific programme, this is based on an audience profile which includes social class, gender, nationality, religion and age level. And then the entire amount of people which are in this audience are then known as a universe.
There is a massive amount of possible target audiences in which we can measure, but the numbered amount is usually smaller when trading TV. This is very useful when creating a campaign as you can now identify which audience you think should be traded in order to have a bigger effect on the audience.
Task 5
Why
audience research is conducted
Audience measurement panels: This is the viewing estimates which are gathered by a panel of television owning private homes, this data is then used to represent 26 million TV viewing households veining behaviour within UK. The panel that has been selected will represent both BBC and ITV region that also includes pre-determined sample size, for every home this represents roughly 5000 of UK citizens.
Every panel resident household as well as guests must always register their presence when they are inside a room with a TV on, every single panel member will register their presence by pressing a button which is given to them on every meter handset.
There is also an LED screen attached to the front of the meter which also indicates to remind them to register when they are in presence of the TV, also whenever a person has left the TV room they must de-register their presence.
The metering system monitors is put in place to take count of all registrations which are made within the household by all the individuals.
I personally think measurement panels relate to advertising
as the data recorded shows what time and channel people in households are
watching TV as well as the channel its featured on which can be very useful to
advertisers.
Face to face interview: A face to face interview is self explanatory as it involves two people, one being the interviewer and the other being the interviewee as they have a face to face interview in order to receive and give information directly.
A face to face audience research interview is conducted to
get personal information which include thoughts, opinions as well as the
personal details which can help advertisers learn about their target audience
and what they think attracts/directs their attention the most.
Focus groups: A focus group is similar to an interview but more like a group discussion, this can involve a presentation as well as group discussion about a specific topic.
A focus group is a great way to get multiple information
from different people as they all contribute to answering questions by
providing the interviewer with important opinions and ideas which can also help
advertisers get a better understanding of what different people are attracted
to in the audience.
Questionnaires: A questionnaire is usually presented on paper or online, this is basically a bunch of questions put on to one document and can be given out to anyone who’s willing to participate.
A questionnaire is very useful for advertisers to conduct
information as their target audience provides information based of the
questions which were asked in the questionnaires, some of this information can
be really important.
Programme profiles: This is basically the type of people who watch a specific programme, this is based on an audience profile which includes social class, gender, nationality, religion and age level. And then the entire amount of people which are in this audience are then known as a universe.
There is a massive amount of possible target audiences in which we can measure, but the numbered amount is usually smaller when trading TV. This is very useful when creating a campaign as you can now identify which audience you think should be traded in order to have a bigger effect on the audience.
If an advertisers holds a specific target audience in which
can’t be traded on TV then their option is to start buying/trading audiences in
which will help the advertisers gain access to the most effective performance
and most appropriate TV channels which are directed at their target audience.
Broadcasters Audience research board (BARB): The BARB stands
for Broadcasters Audience research board and what they do is provide services
about viewing reports on most watched channels which can help advertisers gain
an insight to the where about of where their target audience may be located.
BARB measures television viewing for the whole of UK.
Ratings- Ratings ca be measured from 1-5 stars, 5 starts
represents the best and 1 star represents poorly, ratings are used to give
information to the audience about how good or bad the film is, ratings can be
very important as a 5 star film could tempt the public into wanting to watch
the film well as a low rated film could make them not want to watch the film.
Film ratings are given by TV critics.
Television research agencies: This comes in a 3 step method,
step 1 you must look into which audiences is best suited for your product in
which you are trying to sell. Step 2 select a channel in which suits your
budget and targets your audience in order to receive impressive results. Step 3
involves completing the TV campaign planning form.
Rate cards- rating cards are used in advertising, rate cards
can be bought by people and can also advertise. Rate cards are usually in a
document form and are very useful to business and advertisers who wish to make
a profit, the rate cards will then tell how much money the company needs to be
using in order to get their message across.
Audience
study
Why is it useful to study audiences?
It is extremely useful for advertisers to study audiences as
this helps them develop an advert which suitable for the target audience’s
standards with interests. By gathering audience research the advertisers can
use this to their advantage in order to receive incredible successful results.
What can they learn from gathering audience research?
The advertisers could learn how to approach their audience as
with this knowledge they would be able to understand the type of things they
are into, what interests them, what acknowledges their attention, where about
they would typically be in order to see the advert and then their demographics
and psychographics in order to receive successful results when advertising on
TV.
Audience classification:
All TV advertisers would need to know their audiences this
includes age, gender, status/income bracket, location and race.
S.O.C stands for standard occupational classification, the
S.O.C system job is to compare different audience’s data that depends on the
audience’s job or occupation. The S.O.C is a well-known classification of
occupational information for the UK. Jobs are classified depending on their
skill level and content. This is used for career information to market entrants
as well as job matching and the progress of government labour market policies.
We also do research to collect demographics, demographics are
gender, race, age, income, disabilities, location, employment status, social
status, home ownership. From the demographic research we can then select
population characteristics, key consumers and target audiences.
When researching about audiences we also discover social
status, the social status explains what social class audiences are dived into when
being compared into society. The social class status depends on a job of an idividual in which
then they are placed into catagories.
By gathering audience research we come across psychographic, psychographic is basically describe the audience’s characteristics and the audiences
characteristics are gathered by the individuals habitat and living conditions. Psychographic
can also be displayed depending on a person’s behaviour, life style, social
class, values and opinions. Lastly psychographics include the following:
mainstreaming, aspires, succeeds, reformers and individuals.
Geo-demographics is when we study people depending on their
location, for example you could compare a south east Londoner to a north west
Londoner to see how their views, opinions,
characteristics and values are
different. When displaying Geo-demographic its really important to also
consider the time when the audience was studied in for example two females that
are in a present time zone would defienetly have a contrast towards a study of
females within the 1920’s.
Task 8
From reading the briefs I can note some opportunities for
development such as new skills, multiskilling, self-development, gaining
contacts, communication skills, meeting people in industries, experience and
travel. All these are opportunities in which you can develop and expand, this would be very useful as you
can adapt your skills to help you progress even further in life.
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