TV Advertising

LO1 Know about the structures and techniques of television advertisements

Tasks:

PRESENTATION
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

http://www.youtube.com/watch?v=B3seELdiKXA

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

http://www.youtube.com/watch?v=TnzFRV1LwIo

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 

http://www.youtube.com/watch?v=2j6CW0BzqLQ


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

http://www.youtube.com/watch?v=N52pcjil2_Y

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)

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)

Visual MOOD board for your advert

Target audience research
(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.

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)

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.)

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)

Actor/ player casting agreement

Recce photos of your chosen locations
(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.)

Camera diagrams highlighting camera set ups
(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)

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)

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
Monday Mar 11th 2013 Synopsis			Thursday Mar 14st  2013 Script group
Monday Mar 18th 2013 Budget, Mise en scene and risk assessment			Thursday Mar 21st 2013 Storyboard and production roles group
Monday Mar 25th 2013 Casting photographs and justifications and actor/ player casting agreement group
Monday April 1st 2013 Recording advert group			Thursday April 4th 2013 Editing group

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.)

Non diegetic sounds list and state where on the timeline
(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)

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???)

Final EVALUATION report
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???)