LO1 Know about
the structures and techniques of television advertisements
Tasks:
PRESENTATION
Describe the purpose and impact of advertising production for television, with examples
Describe the purpose and impact of advertising production for television, with examples
Purpose
The main purpose of
advertisements are to inform the public of new products and services offered by
companies. It is used to persuade people to buy their products and to
attract attention.
Another purpose is to
create an identity for them. It creates awareness of the product or service
over other companies. It can be used to make the public try new products.
Impacts of adverts
I think adverts impact
different people in different ways, because most people are shown what they
want to see. If this is the case what ever product is being advertised, will be
successful because it is appealing to the audience, for example when they
advertise an apple product such as the iPhone, people will look at it as a
necessity and that it is something that they must have.
Another example would be
the NHS smoking advert, because it will give you facts about what will happen
to you, so some may watch this and learn from it, but if it is not something
that they particularly want to see, they wont watch it.
Advertisements also have a massive impact on
children, because if there is a new to toy that is being advertised, they will
show to be the next best thing, and a child will stop at nothing to get this
toy e.g. pester their parents.
ANALYSE
Television advertisements – existing television
advertisements designed to address the audience and meet client needs.
Use original list of 5 and add more
Pepsi world cup commercial
This particular advert is aimed towards everyone,
because it shows unity between all the people as they participate in a fun game
of football. But it is mainly focusing on the world cup as it shows the world-class
players, enjoying the game with the people of Africa. The main
purpose of this advert is to sell their product also, which is Pepsi. By
showing the viewers that the footballers are all enjoying a cold Pepsi on a hot
day, they will also want to be part of that, as this shows that Pepsi
is the drink of the World Cup. An ideal time for this advert to be
broadcasted would be during the half time when all the players are taking a
break. Showing the advertisement at this particular time will guarantee
that millions of people who are watching the World Cup will see the advert.
Cadbury's gorilla advert
This advert is aimed towards people who like Cadbury's
chocolate, which is pretty much anyone. The advert portrays the feelings that
the gorilla is going through, feelings such as enlightenment and
happiness. Using the song by Phil Collins ' In the air tonight
' is a clever feature due to it being such a well known song, and also
having the gorilla playing the drums and being so into it will be remembered
because its not something you see everyday, so maybe their aim was to make
people think about and want Cadbury's milk chocolate every time they see a
gorilla or hear the classic hit song by Phil Collins.
Honda the cog advert
http://www.youtube.com/watch?v=_ve4M4UsJQo
This advert would be aimed towards mainly people who
drive but also people who have big families and businessmen because the car is
shown to be very spacious. The advert showcases all of the different components
and parts of the Honda working together in different ways. It is shown in the
way of the Rube Goldberg machine. This automatically makes the advert
eye-catching and interesting to watch because it always has the viewers
guessing. Personally, I think this advert has given this particular brand an
advantage over other similar products due to the codes and conventions used,
for example, the way the whole thing has been shot in unison.
Mini babybel advert
This advert is aimed towards everyone people who like
to eat cheese, but mainly kids because they are most likely to want something
like babybel, because in the advert it shows a guy chasing the cheese. This
would be enjoyable for a kid to watch and therefore they will ask their parents
continuously to buy it for them. The advert portrays the cheese as irresistible
because it shows the guy chasing it around the whole city and will stop at
nothing until he gets it. The advert is very fun to watch because its eye
catching and lively.
We Buy Any Car
This ad is
very surreal because of the sudden shock it gives the audience when the music
kicks in. Having a man wearing a suit, who is supposedly a news reporter,
start break dancing and repeatedly saying the
brands name over and over is rather humorous and quite catchy. This
works very well into the companies favor because now the audience has
been bombarded with the brands name, website and logo making them
memorable when anyone wants to sell their used cars. Also adding lights and
music was another technique they used in gaining audience attention. 'We Buy
Any Car' has a series of adverts which all use the same persuasive techniques
to get people to come to them. This is aimed for anyone who wants to sell their
car. This ad would be aired mostly between breaks for shows adults watch.
EXPLAIN how to find out about audiences
and how the categorisation systems are used in audience profiling.
Regulations; Audience classification and information
The ASA (advertising standards agency) are a
regulatory agency that monitors the standards for advertisements that are
produced in the UK. Advertising companies have to get the approval of the ASA,
to insure that they don't show any content that includes harmful, misleading or
offensive information of any sort. If any adverts are not suitable for viewing,
the ASA have the authority to ban, remove or make changes to the advert so that
it doesn't portray anything that is not allowed.
OFcom is a communication regulator, it regulates TV,
radio sectors, fixed line telecoms, postal services, mobiles and also airwaves.
They protect the public from scams and dangerous practices. They are protected
by the OFcom communications act 2003.
LO2 Be able to
originate and develop an idea for a television advertisement
Evidence:
Mind
Map/ synopsis generating individual IDEA to pitch to group
(this must be your own original response)
(this must be your own original response)
Product ; EZ does it
Slogan; every drop counts
Values; the values of this cleaning product are that
it is effortless, lifts dirt as soon as the liquid is applied, its good on your
skin, eco friendly and is also safe for children and pets, as no harm will be
done, the texture of this unique liquid isn't like the others, it has a rich
velvety feel to it. Which will also feel good on the hands. Not a lot of liquid
would be needed, so this will make it last longer as well, this is a good value
for money.
The target audience for this washing up liquid would
be mums or even mums who make the men wash up.
Evidence of ONE of your group’s idea being
developed – Mind Map
(it could be a combination of the best ideas)
(it could be a combination of the best ideas)
Visual MOOD board for your advert
Target audience research
(Questionnaire; focus group; interview)
(Questionnaire; focus group; interview)
TARGET AUDIENCE PROFILE QUESTIONNAIRE:
GENDER: (circle one of the following)
Male
Female
Not
specified
AGE:
...........
INCOME per month:
...........
Occupation:
..................................................................
TV
VIEWING HABITS:
·Which
TV channels do you watch?
(Circle
the following answers)
BBC
ITV
Channel
4
Five
Sky
Comedy
CENTRAL
E4
MTV
Discovery
Film 4
Other
·What
is your favorite program?
....................................................................................
·Who
do you watch TV with?
(Circle
the following answers)
Brothers
Sisters
Mum
Dad
Grandparents
Friends
Other
·How
much TV do you watch per week?
(Please
circle one answer)
Less than one hour
1-2
hours
3-5
hours
6-10
hours
More
than 10 hours
Between
which hours do you usually watch TV?
(Please
circle one answer)
6am-12pm
12pm-6pm
6pm-12am
12am-6am
PRODUCT
RESPONSE
Our
product is a washing up powder called Eazy. When powder is mixed with water it
turns into a gel that can be used both in a dishwasher and by hand. Our slogan
is Eazy Does It.
Would you use this product?
(Please
circle one answer)
Yes
No
If not – WHY NOT?
.........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
How much would you pay for this product?
.....................................
What
do you LIKE/DISLIKE?
RESEARCH report
Results and conclusions from researching product and audience.
Results and conclusions from researching product and audience.
From the results
and feedback that we received from the people who took the questionnaire, we
found out that 60% of the participants were female. Their income varied from around
£30 - £200, and they were between the ages of 17 – 19 years and were also
students. The five most popular TV channels that were viewed by these
participants were BBC, ITV, E4, MTV and Channel 4. Most of them watched TV with
either their siblings, parents or friends. 70% of the people who took the
questionnaire said that they spend around 6 – 10 hours a week watching
television. Majority would watch between the hours of 6pm and 12am. 75% of the
people said that they would use our product EZ.
Treatment – a pitch to the client
(SELL YOUR IDEA _ quick synopsis of
narrative, lines of appeal and persuasive techniques used; target audience;
time slot; channel)
Our advert
is going to be for a new washing up liquid that is called EAZY. It is called
EAZY because of how easy it is to clean dishes with our new formula that kills
99.9% percent of bacteria and has Aloe Vera, which softens hands. The slogan to
our product is ‘easy does it’. Our advert will begin with a mother coming home
with heavy shopping bags to find a large pile of dirty dishes. She will then
drop the bags and proceed to wash the dishes. Then there will be a knock on the
door, the women’s young son would go and open the door only for it to be burst
open and squish him against the wall in a cheesy and comedic way. A sales man
would be standing there with his hands behind his back saying ‘having trouble
with you washing up, looks like you need EAZY’ he then would pull the bottle
from behind him and hold it up. He then explains what the product does as the
camera rotates around it. The mother and the sales man are now washing dishes
together as ‘Natural Mystic’ by Bob Marley is playing. To finish of the ad we
will have a foamy background where the sales man would bang the EAZY bottle
onto the surface saying easy does it. We are appealing to mothers since they
would have a busy schedule and having something that could ease their day would
draw them to buy this. We are looking to have this running for 45 seconds in
daytime TV
LO3 Be able to
produce a television advertisement
Evidence:
Synopsis
(Overview of advert – generally what happens – the structure of the narrative)
(Overview of advert – generally what happens – the structure of the narrative)
As the
advert starts the viewer will see a long shot an average kitchen, a mid shot of
a tired looking lady entering as she sees the massive pile of dishes that have
gathered in the sink. As she gets on with washing the dishes a man will appear
out of the blue with the product and will start to inform her about the
qualities of the washing up powder and how it can change her experience of
washing up and then says the slogan ‘’ EAZY DOES IT! ‘’. She will then finish
this task with ease and look completely relieved and stress free.
Script/ voiceover
Shot 1 Syran (mother) – Open and walk
through door (look all stressed out and tired).
Shot 2 Camera shows pile of dirty
dishes.
Shot 3 Syran- Drop bags.
Shot 4 Syran- Walk over to sink and
start washing.
Shot 5 Shaukat (salesman) - Knock on
door.
Shoaib (son) - Walk toward door. Mummy I’ll get the door.
Shaukat- Burst open door.
Shot 6 Shoaib- uuurrgghhh Collapse.
Shot 7 Syran- Shocked face.
Shot 8 Shaukat- Hands behind back. Having
trouble with the washing up… looks like you need EZ YEEAAAAH! Pull bottle
from behind and hold it up.
Shot 9 Camera rotating around bottle.
Whilst Shaukat is holding it.
Shaukat- It kill 99.9% of bacteria, with natural aloe vera oil, so it
leaves your sparkling.
Shot 10 Shaukat- Hold hands up and
twinkle fingers.
Shot 11 Camera moves along work surface. Syran
and Shaukat washing dishes together.
Shot 12 Shaukat- Bang EZ
bottle onto kitchen surface. EZ does
it!
Mise en scene info – set/ decor/ props list
HET classroom- The reason for why we have chosen this classroom is
because it has a number of sinks in different spots that can be used for a
variety shots.
Props- Washing up liquid, Bags, Shopping, and Dishes.
Budget
(location costs, actors, camera equipment, lighting, editing etc.)
(location costs, actors, camera equipment, lighting, editing etc.)
|
Item
|
Cost
|
Other
|
|
Washing up liquid
|
60p
|
|
|
Actors
|
Free
|
Students
|
|
Bags
|
5p
|
|
|
Shopping
|
£5
|
|
|
Dishes
|
£7
|
|
|
Cameras
|
Free
|
From media department
|
|
Tripod
|
£20
|
|
|
Editing (computers)
|
Free
|
From media department
|
|
HET classroom
|
Free
|
|
|
|
|
|
Casting photographs and justifications
(auditions and choices)
(auditions and choices)
Actor/ player casting agreement
Recce photos of your chosen locations
(put in WORD; annotate, justify location choices)
(put in WORD; annotate, justify location choices)
Permissions for use of locations/ music
Risk assessment
|
Risk
|
What we will do to prevent it
|
other
|
|
Slip, trip or fall
|
Make sure floor isn’t wet and there are no
obstacles.
|
|
|
Plates dropping
|
Make sure props are placed with care.
|
|
|
Door bursting open
|
We will take extra care to make sure Shoaib knows
when the door is going to open and by having his hands up to stop the door
from hurting his face.
|
|
|
|
|
|
Storyboard
(include clear directions for shot sizes and angles e.g. ES; low CU; canted MS; LS etc.)
(include clear directions for shot sizes and angles e.g. ES; low CU; canted MS; LS etc.)
Camera diagrams highlighting camera set ups
(where will the camera be set up on a particular scene)
(where will the camera be set up on a particular scene)
Lighting diagrams (if necessary)
Production roles
(who worked as director, actors, camera operator, editor etc)
(who worked as director, actors, camera operator, editor etc)
Director- Muddassir
Co-director- Kamiul and Shaukat
Mother- Syran
Son- Shoaib
Salesman- Shaukat
Camera man- Muddassir, Kamiul and Shaukat
Script Writer- Muddassir, Kamiul and Shaukat
Editor-
Muddassir, Kamiul and Shaukat
Production meetings and production log
(individuals must show evidence of their contribution to the production)
(individuals must show evidence of their contribution to the production)
|
Monday Feb 18th 3013
Individual ideas (mind map)
|
|
|
Thursday
Feb 21st 2013
Developed ideas (mind map) group
|
|
|
|
|
Monday Feb 25th 2013
Mood board
|
|
|
Thursday Feb 28thh 2013
Questionnaire
group
|
|
|
|
|
Monday March 4th 2013
Treatment
|
|
|
Thursday Mar 7th 2013
Pitch to class group
|
|
|
|
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Monday Mar 11th 2013
Synopsis
|
|
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Thursday Mar 14st 2013 Script group
|
|
|
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Monday Mar 18th 2013
Budget, Mise en scene and risk assessment
|
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Thursday Mar 21st 2013
Storyboard and production roles group
|
|
|
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Monday Mar 25th 2013
Casting photographs and justifications and actor/
player casting agreement group
|
|
|
|
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Monday April 1st 2013
Recording advert group
|
|
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Thursday April 4th 2013
Editing group
|
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|
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Shooting schedule and shot lists (date of day and which shots are you shooting that date)
|
Monday April 1st 2013.
Shots 1-12.
Location HET classroom
|
|
|
|
|
|
|
Still photos of your group on the shoot
Edit decision list/ Technical
(make note of the areas that need continuity editing: match on action; shot/ reverse shot/ 180 degree filming; cross cuts or cut away etc.)
(make note of the areas that need continuity editing: match on action; shot/ reverse shot/ 180 degree filming; cross cuts or cut away etc.)
Non
diegetic sounds list and state where on the timeline
(music, sound effects)
(music, sound effects)
Relaxing Soft piano music 00:00-00.08
Knocking on door sound effect 00.08-00.09
Face punch sound effect 00:17-00:19
Circle of life Disney lion king 00:25-00:34
Sound effect magic sound 00:32—00:34
Bob Marley and the wailer natural mystic 00:34-00:45
Annotated PRINT SCREEN of edit timeline
(each individual must show how they contributed to the edit decisions)
(each individual must show how they contributed to the edit decisions)
At 8 – 9 seconds I added in the knocking sound effect. This was done
because in the advert, my character knocks on the door, but the sound wasn’t
loud enough, so we replaced it with the sound effect.
LO4 Be able
to reflect upon own television advertisement production work
Evidence:
Mid EVALUATION report Present interim production work to client group – gain formative feedback to help improve the advert. Respond to feedback – make adjustments to your work.
(Fitness for purpose; clarity of communication; appropriateness to audience; compared with original intentions; effectiveness of techniques; effectiveness of content; impact of work; technical qualities; aesthetic qualities???)
Mid EVALUATION report Present interim production work to client group – gain formative feedback to help improve the advert. Respond to feedback – make adjustments to your work.
(Fitness for purpose; clarity of communication; appropriateness to audience; compared with original intentions; effectiveness of techniques; effectiveness of content; impact of work; technical qualities; aesthetic qualities???)
Final EVALUATION report
Present final production work to client and audience focus group to gain summative feedback – how successful was the advert?
Present final production work to client and audience focus group to gain summative feedback – how successful was the advert?
(Fitness
for purpose; clarity of communication; appropriateness to audience; compared
with original intentions; effectiveness of techniques; effectiveness of
content; impact of work; technical qualities; aesthetic qualities???)
