Props, Costume, Character and Settings Board

Advert 1 Atempt 1 Audience Feedback

After completing my attempt after my first advert I discovered that It needed re-filming. Before this I asked some members of my trarget audience what they thought of it. I wnated to find out what people like and disliked in order to improve my advert when I re-filmed it. Here is an example of two question sheets with answers:

In total I asked 10 people and found out that people liked the snow effect, the music and the montage of eating. However they wanted me to improve on a quicker living room scene, no second snow sequence and to change the beginning so it isn't so quiet. I will make these improvements when I re-film and edit.

Pictures of making the packaging

Here are shots of me making the packaging for my product Icekicks.

Small scale packaging:

I used the same net as a simular product. I then made a small scale version to see if it worked as an effective box.

Finished box net. With ideas shown in construction of packaging.

The finished small scale packaging.

Advert 1 Attempt 1 - I went out to film my first advert. However when I edited to footage I saw that some of the shots were too dark and it lacked pace. Then I thought more about using more of a range of shots to make my advert look more impressive.

Advert 1 Attempt 1 from Jake Sloane on Vimeo.

Advert one test. - Test for lighting and camera shots etc.

Advert 1 Test from Jake Sloane on Vimeo.

Advert 1 Storyboard

Advert 1 Storyboard from Jake Sloane on Vimeo.

Icekicks, Packaging Construction

Construction of Icekickz Packaging from Jake Sloane on Vimeo.

Target Audience

Advertising Exhibition

Audience Research

I constructed a piece of research to mind out which adverts were most memorable and why. This will help me find out which adverts people remember and most importantly why do they remember it, I will add some of the memorable techniques in my film. Here is the research:

From this research I have found out that people remember adverts that have humour, are entertaining/ fun to watch, have a song that gets stuck in your head, a slogan and adverts that make you think. I will use some of these in my advert to make it successful.

Product Profile

Advertising Guidelines

Advertising Guidelines

Advertising guidelines are basically what an advert can and can’t contain. These guidelines are usually followed to prevent complaints from the viewers. If an advert has too many complaints it is taken of ait for moderation to see if it does follow these guidelines. I have been researching the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP). Both of these basically say: This information will give me an incite on what an advert can or can't contain.

·         Adverts should not offend mislead or offend

·         Should be socially responsible

·         In line with fair competition

·         Follow certain rules within each advertising product i.e. alcohol and gambling

·         Should be honest and truthful

·         Product must be legal.

·         Must not extremely exaggerate

·         Omitting important product details and company identity.

·         Sensitive to race, religion, gender, sexual orientation, disability or age

·         Must not cause fear or distress without justifiable reason

·         Must not use visual effects that could harm someone with photosensitive epilepsy.

·         Children must not be encouraged to be violent through advertising

·         Permission to refer to other media product created by someone i.e. a book of film.

·         Must not force a certain political views.

·         Health claims should be supported by viable information.

Conclusion: In conclusion I have learnt that adverts should always be safe and follow these guideline to stop complaints by the public.

Cadbury advertising campaign Case study.

This research will give me some knowledge about advertising campaigns and their simularities and differences.

Cadburys in the last 145 years have made over 20 main different chocolate bars/ sweets with many variations of each one. Throughout the creation of these different products there have been many adverts. Many of these adverts are different then each other and each individual product has its own advertising campaign with different techniques.

Cadbury’s first product was Cadbury’s Essence (1865).

However one of the first advertising campaigns was Flake which was invented in 1905. The advert is in black and white and the campaign was known as ‘the Flake Girl advert’. This advert shows a young woman eating a flake in a sensual way. This advert however was taken off air due to complaints and controversy.

There have been many other advertising campaigns that have also been effective in other ways. This advert was popular and memorable for its sex appeal. 

Campaign/ advert	Screenshot	Description
Dairy milk Gorilla		This advert is memorable because of its humour and superfluousness. The campaign is a gorilla playing the drums to well known songs such as ‘In The Air Tonight’ and ‘Total Eclipse of the Heart’. The advert was most memorable for the fact it isn’t relevant to the product and it is only mentioned at the end.
Dairy Milk Eyebrows		Same campaign as the advert before. This advert is about a boy and a girl moving their eyebrows to the beat of the music (Don’t stop the rock). This advert is similar to the Gorilla advert because it is quite random and funny. It has been viewed over four million
Crème egg ‘How do you eat yours?’		This campaign started in 1985 it show different ways people eat their eggs. This advert uses sensory appeal by showing ways of eating them.
Dairy Milk Fair-trade		In 2009 dairy milk was Fair-trade certified. This means that dairy milk use products with consideration to poorer countries to make sure the workers from these countries get paid fairly. There are few of these adverts showing that Dairy Milk has joined fair-trade. For example one if the adverts shows people dancing in the streets as a giant totem head moves around covered in cocoa beans. This advertising campaign is completely different to the other dairy milk adverts because it is less humorous and more about showing that they are Fair-trade certified.
Fudge ‘Is just enough’		This advert is more directed to children and parents of the children. Through this advert there is a song playing through (‘a finger of fudge is just enough to give your kids a treat’) This was a famous slogan that is remembered. Both the slogan and the jingle make this advert memorable.

Conclusion: I have learnt that one company can have many different products and these individual products have many variations and there fore different advertising campaigns. I have also learnt that each advert uses techniques as humour and sensory appeal to show their product. Also some of their adverts use jingles and slogans to make their adverts more memorable.

Background Research

Origins of advertising

One of the first known adverts was from Egyptian times through posters made from Papyrus. Other examples of advertising have been found throughout time such as political campaigns found in the ruins of Pompeii and wall paintings that date back to 4000 BC. There are different types of advertising such as poster advertising, radio advertising and television advertising.

Radio advertising: Some radio stations nowadays are paid/ supported by the revenue of advertising. This gives them money to pay the workers and rights to music, sometimes the rights to music and other cost are paid through other means such as cross promotion though advertising is nearly always present to make money for the radio stations. A service or company usually pays for a ‘spot’ (period of time between music, radio shows and other adverts) to advertise their product/ service. There are certain rules and regulations that radio advertisers have to follow due to the Radio Act of 1927. The first radio broadcast was made in the early 1900’s where radio broadcast were many news programs, at this time the radio wasn’t supported by advertisements. In 1922 advertising on radio started to begin, the first know radio advert was by the WEAF radio station in New York, the advert was from the Queensboro Corporation. Other radio adverts followed with sponsorship adverts where company’s pay for whole radio programs and advertise at the beginning and end of the show.

Television adverts: The first advert ever shown on television was broadcast on the 1^st of July 1941. This was by a watch making company called Bulova on the Channel WNBT which lasted 10 seconds. Like radio adverts, the company pays for time between program’s to advertise their product/ service.  

Sponsorship adverts: Like television adverts but played before and after a TV show. Most sponsorship sequences say the product name/ service and then the programme they are sponsoring.

Vance Packard

Vance Packard was born on the 22^nd of May 1914 and he was a journalist, critic and an author of many books, one of his most famous being Hidden Persuaders. At a young age Packard worked for some daily newspapers and did some reporting for the Boston Daily Record. Hidden Persuaders was a book about how advertising is possibly controlling our thoughts to sell their product/ service through suggest without realisation and other methods. In this book Packard’s ideas are also that some adverts are also used for political gain and to manipulate people’s opinions about something. Packard has been know as a conspiracy theorist for his views on advertising, his books are critically successful but was not giving much respect as many people dismissed his ideas.

Most Popular Advertising Technique

I am choosing the first 10 most popular adverts on the www.tellyads.com homepage.  Here is a tally a chart showing these adverts and what the main technique used is (I am only using the 7 techniques I have discovered from my textual analysis’s. From this I am not trying to determine what advertising method is most effective but which technique is commonly used. Even though it is quite a small sample I still hope to gather valuable information about what advertising technique is mode popular. From this I will know what technique I should use in my adverts.

Technique	Tally
Nostalgia	/
Bandwagon	/
Fantasy/ supernatural
Comedy	///
Sensory	/
Facts, figures and statistics	///
Testimonial	/

Impulse - True Love – Comedy

Avon – Fergie – Testimonial

Army - Forward As One – Bandwagon

Match.com - Creamis Whippederum Everywhereis - Comedy

Danone - Shape - Hunger Control Formula - Facts, figures and statistics

Bassett's - Soft & Chewy Omega 3 - Facts, figures and statistics

KFC - Big Night In Bucket - Too Good To Miss – Sensory

SCS - Top 10 Christmas Countdown - Facts, figures and statistics

Richmond – Sausages – Nostalgia

Birds Eye - Chicken Dippers - Don't Be A Stranger – Comedy 

Conclusion: I have found out that the two most popular techniques in an advert is facts, figures and statistics and comedy. I think that facts, figures and statistics are used to make the audience think the product is either good for them health wise or to make the advert seem more impressive with actual statistics. I also think comedy is used in many adverts to make them more memorable because audiences seem to remember adverts that make them laugh. I will think about using these two advertising techniques in my Television adverts because they are the most popular in a small sample.

Advertising Techniques

I am picking the 7 most popular advertising techniques and I am I am seeing how each of these techniques are used and how they effect the advert. I hope that this research will help decide which technique to use in my advert.

Advert	Description	Techniques
Bt total broadband	Talks about the importance of phone and internet and how it affects life. In this advert the central character (Kris Marshall) is writing a best man’s speech and the importance on how the speech has to go right, he then thinks about stealing “witty anecdotes”. The voice over then talks about Bt total broadband and how accessible it is. The advert ends with the best man (Marshall) saying his speech with everyone laughing.	Testimonial: Kris Marshall is a well know actor after his appearance in My Family. The audience sees that he is using the BT total broadband and the ending when everyone is laughing at his jokes shows that BT total broadband works. Facts: There are several banners at the bottom of the adverts telling us the facts. Some of the facts are also told to us by the voiceover. Humour: This is used at the end of the advert when everyone stops laughing and he carries on.
Co-op British BBQ	Talks about making the most of summer. It then lists several traditional BBQ foods. There are close-ups of food mixed with people rising bikes and flying kites which represents summer. This advert has a sense of Britain with flags and “everything you need for a truly British barbeque”	Sense appeal: This advert used sense appeal through close ups of food to influence the audience to but the food. There is close ups of food cooking on a barbeque with a camera zoom. There are also close ups of placing food into buns. Also there is a medium shot of lots of food as a whole cooking in the Barbeque.
Milky Way - Car Race	An old advert that has been edited (and some changed lyrics due to copyright issues) that was popular in the 1980’s. The advert show A red and Blue Car racing across a desert. The advert has a song playing through it and about how the blue car is superior the red car because the blue car uses ‘the milky way’ and when the bridge is out the blue car succeeds to win the race showing that the Milky Way is the best.	Nostalgia: This advert is re-released to make the older audience remember this advert and to bring back memories. Re-releasing adverts is a technique that has been used quite a lot in modern adverts such as the Aquafresh advert and the Milkybar Kid advert that uses the Milky bar Kid song. These adverts use Nostalgia buy making the audience remember these adverts from their childhood.
Weight Watchers- What have you got to loose	This advert is about joining Weight Watchers. The advert shows three women shopping, cooking healthy food and having a good time. At the end of the advert there is some contact information and information about the organisation	Bandwagon: This advert makes it seem like you should be joining and you can’t lose much weight without it. The voiceover of the advert says “discover why people who go to Weight Watchers lose on average three times more weight than those who go it alone”. This makes it seem like you can’t succeed without Weight Watchers and you are being left out not joining. This is shown by the three women having a good time. Statistics: Some statistics are shown to make organisation more professional such as “Source- the journal of the American Medical Association”.
Red Bull - Football	This advert is animated and about a football match that isn’t going to plan. The coach of the game is shouting at the players telling them to win. The players say there is something missing from the game and they need ‘wingers’. So the coach gives them a Red Bull each and he drinks one himself, he then flies of saying “Red Bull, It gives you wings”.	Transfer/ fantasy: This advert says that if you drink Red Bull you will have the power to fly. This makes the advert more memorable for the audience because it is an impossible idea. The slogan is an exaggerated metaphor for the fact it is and energy drink that will make you energized.

Conclusion: I heave learnt that most adverts use at least one of these techniques to make the advert memorable, unique and more professional. Also I have learnt that most adverts are anywhere between 5 seconds and two minutes. The average length of a standard TV advert is 30 seconds. I intend to make my advert around the length of this.

Textual Analysis

From my research ‘Most popular advertising technique’ I have found that the two most important advertising techniques are Fact’s figures, statistics and the technique of Humour. I will take an advert from each of these techniques and comment on all aspects of the advert. From this textual analysis I hope to find out how a advert is constructed and follow these conventions to produce an advert that look convincing.

Birds Eye Advertising. – I chose to use this company because they have produced many adverts, most of the adverts are different and the Birds eye ‘Don't Be A Stranger’ advert follows the technique of comedy which was one of the most used techniques in advertising.

Don't be a stranger

Editing: The speed of editing changes throughout the advert and there is not clear pattern or rhythm. The shots vary from half a second to more then four seconds.

Sound: The main sound is dialogue, the polar bear’s voice also adds humour to the advert because it’s quite deep and different then the audience might expect. Also lines such as “Don’t be a stranger” and the fact that the other character doesn’t talk also adds humour becuase he's is just listening to this polar bear. Lastly the advert uses low level non diagetic music when the man opens the fridge, it makes the polar bear sequence seem more surreal because the music is mysterious.

Iams - More Than Just A Cat

Iams advertising: I chose this advert because it is an advert full of facts and Facts, figure, statistics was one of the most popular methods of adverting from my previous research. This advert is also interesting because it delivers lots of heavy facts In an amusing i.e. The advert pretends a cat is saying the figures. Even though an animal was talking in the last advert, this advert isn’t as humorous because it is more factual.

 

Throughout advert there are facts about the product compared to other similar products such as “To keep me in tip top condition you only need to feed me this much Iams every day. Whereas you’d have to feed me four of these.” 

 

Editing: Again, pace of editing is quite hard to determine, average is about 3 seconds but the pace is between 2 and 7 seconds.

Conclusion: Both adverts use simple ideas such as talking animals, the editing pace is not dramatic and the range of shot duration vary. Both are shot in a Kitchen which shows the settings don’t have to be elaborate. Props are used to make the settings more convincing. The main focus of the advert is the product which is shown through techniques such as the main product being in deep focus and the background is in shallow focus. There is also a vary of shots, The close ups tend to be of the product which also adds sensory appeal in the Birds Eye advert. The lighting tends to be natural for the main part of the adverts, artificial lighting is present with the close ups of food. Each product also has a slogan at the end of advert which is separate from the rest of the advert: