http://unit30advertising.blogspot.com/

http://unit30advertising.blogspot.com/

LO1:

Task 1
Trainers
Reservoir Dogs: Six actors walk down a quiet street mimicking a famous scene form the film to "Little Green Bag" pausing at the end of the street for the camera to pan down to the actor’s feet which are sporting more fashionable footwear.

Fake Tan
Jump Girls: The advert runs through a series of women applying fake to both themselves and each other in brightly lit environments jumping up and down with glee all with gently bronzed skin complexions. The conclusion of the advert flashes back through them all showing them off out to various places looking much better than those surrounding them. Soundtracks “make me want to shout"

Bouncy Castle
Old people: The camera zooms in to close ups of several old people jumping up and down on a brightly coloured background with smiling faces. All the participants lay down flat on the bouncy castle wiggling their feet like children the camera pans out to bring the bouncy castle into view the slogan your only as old as you feel appears on the bottom of the screen with the company name beneath. Soundtrack for the advert will be "Van Halen-Jump"

Task 2
Reebok Classics Presents: Reethym of Lite featuring Swizz Beatz (:60)
http://www.youtube.com/watch?v=8mFY9O7tumQ

Form:Anti Realist narrative,Animation
Style:Dramatic-By giving the advert a consistent dramatic element it again suggest to the viewer a different style of living and by taking a popular culture medium in this case dance it helps to enhance the adverts impact. the tag lines suggest to the viewer that they themselves must partake and move to the "Reethym of lite" (wordplay constructed for obvious intended advertisement purposes)
Codes and conventions:Mid shots,Wide angles,Close ups,Neon lighting,Strobes,Vibrant flashes.
Computer Graphics:Shattering glass box,Teleporting
Techniques:celebrity endorsement.
Characteristics of products or services:Brand identity
Regulation:
Voice over:
Dubbing :
Jingles :
Music tracks: International Party "Siwzz Beats" (Global R&B artist with multiple endorsement and record contacts) Being a platinum artist the tracks he produced are in effect chart sellers enticing addtional buyers to purchase his on take on a classi footwera brand. Rating 4/5
Special sound FX:


Foot locker Nike Air Max 90 Advert "I am The Rules"

http://www.youtube.com/watch?v=8JYDZagslHc&feature=fvst
Form:Anti Realist
Style:Dramatic-By making this particular advert overly dramatic it entices the viewer to immerse themselves in a more adrenaline fuelled culture to metaphorically take themselves a step up in their social standing thus enforcing their tag line "I am The Rules".
Codes and conventions:Neon,Flashing,Rapid edits,Royalty free music.
Computer Graphics:Animation
Techniques:Self perception,social position
Characteristics of products or services:Brand identity
Regulation:
Voice over:
Dubbing:
Jingles:
Music tracks:"Peter Fox" by using an anti generic soundtrack it indirectly applies greater emphasis to the products being modelled and demonstrated on the screen making it more of a complimentary soundtrack as opposed to a celebrity endorsed chart topper but is nonetheless equally effective. Rating 4/5
Special sound FX: Rushes of air, Timpani Drum pound.


Move to the beat of London 2012 commercial - 2 minutes

http://www.youtube.com/watch?v=lYcsbNtlbvg
From:Realist narrative
Style:Dramatic-This advert takes advantage of the greatest sporting competition on the planet in which there are dozens of deeply globalised partners one such partner is coca-cola by using celebrity endorsement and Olympic competitors consuming their product it reaches every nation concerned thus advertising itself to all the know world with its reputation and both direct and subliminal advertising you ll find the beverage practically sells itself.
Codes and convention's:Artificial lighting
Computer Graphics:Fireworks,LED Screen.
Techniques:Celebrity endorsement, Hidden and Overt advert
Characteristics of products or services:Brand identity,unique selling proposition.
Regulation:
Voice over:"Move to the Beat"
Dubbing:
Jingles:Coca Cola
Music tracks:Mark Ronson,Katy B-Global R&B artist with multiple endorsement and record contacts) Being a platinum artist the tracks he produced are in effect chart sellers enticing additional buyers to purchase Coca-Cola`s products. This is furthered enhanced by the use of pre recorded sounds comprised entirely from Olympic athletes performing in their niche element. Rating 5/5
Special sound FX:Athletes.

Happy Feet - James Villa Holidays

http://www.youtube.com/watch?v=tdwfxYHBdRQ
From:Realist Narrative
Style:Humorous-The chief style if not only detectable style in this advert is humour obviously intended to appeal to the target demographic of family's by incorporating key features into its content these include child's playtime swings,beaches etc ( imitable for the younger members therefore making it relate able and enjoyable.) Furthermore this benefits the parent if the company can provide the children with simple recreational activities facilitated by the children themselves it leaves additional time for the adults to relax (as seen during the advert in which an adults lower body can be seen rocking back and forth upon a hammock in the sunshine). in addition the adverts tag line is constantly applicable due to the fact that those concerned can be seen dancing with joy throughout.
codes and conventions:Mid shots,natural lighting,Happy Feet Soundtrack "Kermit the Frog"
Computer Graphics:None
Techniques:Celebrity endorsement.
Characteristics of products or services:-
Regulation:
Voice over:"James Villa Holidays(Terms and conditions,Booking details)"
Dubbing:
Jingles:
Music Tracks: Kermit the Frog "Happy Feet"- A recognisable skit from a critically acclaimed and award winning TV and film character who has though out the decades been associated with joy and laughter which the advert producer has attempted to capture the essence of within this minute long production instilling the same feelings of comfort and pleasure within the viewer as those of the characters depicted on screen. Rating 4/5
Special sound FX:

Task 4
The effect of advertisement on society is that we as the consumers are in 'need' of all these new fancy products. We need the latest fashion, we need to drink the latest energy drink and we need the latest gadgets.
These are the impacts that we are given as we listen/watch adverts, they attempt to tempt us into buying their products. If it’s a new hair product, they’ll boast how ‘alive’ your hair will look and feel, and that everyone will be in awe of your hair. Advertising using techniques to seduce you, humour you, befriend you and impress you all to achieve your desire of that particular product.
Adverts will always attempt to convince you that the latest version of this product or newest product is better than those previous to it, for example a Nikon advert may say that their newest camera is far better than any of the ones before it, that it has better quality and more features, telling you that you can’t take amazing photos without it.
Adverts will often try to create a memorable feature within the advert, something that will make you want to tell people about it – “have you seen that advert for the chocolate bar?”, word of mouth is a powerful way for adverts to market. A very popular advert would be the Phil Collins ‘Gorilla Drummer’ Cadburys advert, http://www.youtube.com/watch?v=Wy52yueBX_s literally a gorilla on the drums. Being unique and humorous it makes audiences remember the advert and want to share it with other people.
Adverts can also make the viewer want to feel sympathetic or guilty, such as causes asking for donations like the RSPCA, they show abandoned animals looking sad and alone, saying that situations like this will continue to happen if we do not donate a small amount every so often (usually per month), and then continue to show happy lives that animals lead in care of the RSPCA.
http://www.youtube.com/watch?v=dsnOxmp7zbM
Fast food adverts such as McDonalds adverts are targeted mostly towards children, marketing their playrooms, happy meals, birthday specials and new toys. They use fun characters such as Ronald McDonald and The Hamburglar. However since people started noticing how unhealthy their food actually is they’ve introduced new products such as their salads (however still atrociously unhealthy) and started to market to more mature viewers, promoting their new food in a more mature but still fun manner.
Adverts still try to capture that memorable catchphrase, for example McDonalds has “I’m lovin’ it”, Nike has “Just do it” and Xbox has “Jump in”. These catchphrases make the products and the companies themselves memorable, making us more familiar with them and products from them in the future.

LO2:

Idea 1-Pirates of the Caribbean: Pirates of the Caribbean montage running through jungle and towns to reach a shoe store when he arrives and is beaten to the last pair by a child who has paid on line. And then leaves with the shoes and Jack say why are the shoes are gone.
Percentage Approval Rating: 37%

Idea 2-Star Wars: Luke is told to go to the Dagobah system there he will meet Steve the local shop assistant and confronts Vader in the cave of evil at which point he is presented with a pair of shoes an cuts to the imperial march after killing the emperor closed with the iconic line that boy was our last hope, no there is another…shut up Steve. ( with regards to soundtrack in order to sell the advert as a effective and respectable parody it will preferably need to feature composition form John Williams symphony orchestra (producer of the original soundtrack).
Percentage Approval Rating: 22%

Idea 3- 300: recreate the iconic 300 battle sequence in which a Spartan warrior is injured and cries out about his blisters in which he is told this is Clark's and is promptly kicked into the store for a fitting and complains they don’t feel right and upon departure come across the master chief entering the store. This is preceded by a slow motion walking sequence of the Spartans. ( Once again with regards to the soundtrack i would desirably intend to include scores from the OST (original soundtrack chief among these would be Fever Dream in which i would have extracts lifted and dynamic loops engineered to create the most engaging effect).
Percentage Approval Rating: 59%

My target audience falls under a mix of C1 and B audiences, research into the film 300 and shoe adverts shows that C1 and B audiences are the most targeted audience for these productions. I will follow these typical audiences and present a shoe advert with the humour and style from the film 300. I will also incorporate a sense of humour from a gaming point of view with the term “Spartan” as the soldiers themselves are Spartans and from the game Halo the soldiers are called Spartans.

Pschographics essentially segments a market, for marketing purposes, by classifying potential customers by their attitudes and values. It is an alternative to classification by social grade.

There are a number of ways of doing this and some methods can be quite detailed but the classifications in a very simple (but very convincing) system, devised by ad agency Young and Rubicam illustrate how this works.:

• Succeeders: People who are successful and self confident. They tend not to buy aspirational products and follow they own ideas of what is a good product.
• Reformers: Creative, caring, altruistic, not brand conscious.
• Aspirers: People who want to "get on".
• Mainstreamers: The largest segment, conformists who buy "safe", big brand products.

A few examples from other systems show how else the classifications can work:

• Strivers: status oriented people who seek money, approval and social status. Obvious buyers of "aspirational" goods.
• Explorers: seek novelty and want to try new things. They are likely to be early adopters of completely new products.
• Constrained: they are the resigned and struggling poor. 
• My advert will more than likely fall inot the firing line of Mainstreamers ( those who purchse Brand products) and Strivers ( seeking the reputatuion and approval of their peers that generically comes with the acqusition of branded products.)

geodemography

Typically geodemography classifies an overall population or group of people into a number of types using a combination of various personal attributes such as the average household income, occupation, age of head of household, number of cars owned, life-stage and number of dependent children.
The market retail value of the nike Huraache trainers is roughly £38.98 geodemography allows me to determine that with regards to property value informs me that the recipients of the products are likely to be renting a one bedroom property within a built up urban area, due to their custom fit properties and cushioned under sol they are likey to appal to those who frequent a sports or health facility. Financially speaking they are likely to fall within the working class salary of 25-27 thousand English pounds per calender year.

http://www.tvadvertising.co.uk/

How much does TV Advertising cost?To work out the TV Advertising costs for a specific programme or channel, you will need to establish two things, firstly the average TV viewing figures and secondly the traded cost per thousand. For example, to advertise Nationally in This Morning on ITV1 in April 2010 buying adults, would be calculated as follows; Adults Viewers for This Morning = 1 million, ratecard cost per thousand for Adults in April 2010 = £8.21/1000. Therefore 1,000 x £8.21 = £8,210 per 30 seconds.

Calculating TV Advertising costsTV Advertising is sold per thousand viewers. The cost per thousands vary depending on the buying audience, the dayparts (Daytime/Peak/All Time etc) the channel and the month. The TV Advertising Costs shown in these charts highlight the actual ITV1 ratecard costs for Adults ABC1 and Adults 16 for each month in 2010. 

   

Agency Websites http://www.guerillascope.co.uk/tvadvertisnig/tvadverts/Clientsandcasestudies/tabid/3055/Default.aspx:

 

http://www.guerillavision.com/:Guerillavision is a creative advertising agency specialising in TV Commercials, Trailers, Show Reels and Events

http://www.thinkbox.tv/: Thinkbox is the marketing body for commercial TV in the UK, in all its forms. Its shareholders are Channel 4, ITV, Sky Media, Turner Media Innovations and UKTV, who together represent over 90 per cent of the commercial TV market in the UK through their owned and partner channels. Thinkbox works with the marketing community with a single ambition: to help advertisers get the best out of today's TV. Thinkbox was launched in February 2005.
Their portfolio of work includes multiple adverts for several global companies in which some examples can be seen below by following the designated links.
http://bcove.me/394gn2zn
The majority of thinkboxes adverts are linked by the fact that they are deeply connected to large multinational corporations and have played a heavy part in influencing popular culture over the last few years as the company have expanded and become deep rooted in several industries advertising departments.

TV today has more to offer advertisers than ever before, not least because this growing medium remains at the heart of popular culture and advertising effectiveness. From understanding how audiences engage with TV advertising, explaining innovative and affordable solutions, to providing the rigorous proof of effectiveness that advertisers need, Thinkbox is here to help customers meet their marketing objectives.

This map shows the 13 different ITV advertising regions. As a network ITV1 reaches 26.1million homes, 48,640,000 adults and 8,599,000 children aged 4-15. Each region can be bought individually allowing advertisers to target specific regions.

For my advert i will produce it through GuerillaVision

and broadcast said advert on E4,Dave and Comedy Central.This is due to the fact that  GuerillaVision tend to lean towards production and development for adverts for a younger and more easily entertained audience. My selected channels cater best to my adverts needs.Dave appealing to a large male demographic,comedy central due for its comedic nature and E4 for its quirky advertising. The advert itself will be largely aired from 7pm (E4-Scrubs) 2pm (Comedy Central -Two and a Half Men) 12pm (Dave-Top Gear) onwards with regular showings between programme ad breaks up until the watershed in order to make room for stereotypically more mature adverts.

Advertising Codes

The Advertising Codes lay down rules for advertisers, agencies and media owners to follow.

Who writes the rules?

The ASA is not responsible for writing the rules. The Advertising Codes are written by the advertising industry through the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP). The members of these committees comprise the main industry bodies representing advertisers, agencies and media owners (including individual broadcasters).

BCAP is responsible for writing and maintaining The UK Code of Broadcast Advertising.

CAP is responsible for the rulebook The UK Code of Non-broadcast Advertising, Sales Promotions and Direct Marketing. Non-broadcast means ads in media such as cinema, press, posters and online.

What do the rules say?

The Advertising Codes contain wide-ranging rules designed to ensure that advertising does not mislead, harm or offend. Ads must also be socially responsible and prepared in line with the principles of fair competition. These broad principles apply regardless of the product being advertised.

In addition, the Advertising Codes contain specific rules for certain products and marketing techniques. These include rules for alcoholic drinks, health and beauty claims, children, medicines, financial products, environmental claims, gambling, direct marketing and prize promotions. These rules add an extra layer of consumer protection on top of consumer protection law and aim to ensure that UK advertising is responsible.

The ASA administers the rules in the spirit as well as the letter, making it almost impossible for advertisers to find loopholes or ‘get off on a technicality’. This common sense approach takes into account the nature of the product being advertised, the media used, and the audience being targeted.  

To ensure that my advert does not violate the broadcast terms set by CAP and the BCAP I have acknowledged that whilst my advert potetinally misleading though it may be poses no direct or indirect harm to the consumer society as a whole. I have also acknowledged the placement for other brand products such as Sony and Asus by incorporating the product placement logo into my advert.

Proposal form  

300: recreate the iconic 300 battle sequence in which a Spartan warrior is injured and cries out about his blisters in which he is told this is Clark's and is promptly kicked into the store for a fitting and complains they don’t feel right and upon departure come across the master chief entering the store. This is preceded by a slow motion walking sequence of the Spartans. ( Once again with regards to the soundtrack I would desirably intend to include scores from the OST (original soundtrack chief among these would be Fever Dream in which I would have extracts lifted and dynamic loops engineered to create the most engaging effect).Percentage Approval Rating: 59%

My target audience falls under a mix of C1 and B audiences, research into the film 300 and shoe adverts shows that C1 and B audiences are the most targeted audience for these productions. I will follow these typical audiences and present a shoe advert with the humour and style from the film 300. I will also incorporate a sense of humour from a gaming point of view with the term “Spartan” as the soldiers themselves are Spartans and from the game Halo the soldiers are called Spartans.  

For my advert i will produce it through GuerillaVision and broadcast said advert on E4, Dave and Comedy Central. This is due to the fact that GuerillaVision tend to lean towards production and development for adverts for a younger and more easily entertained audience. My selected channels cater best to my adverts needs. Dave appealing to a large male demographic, comedy central due for its comedic nature and E4 for its quirky advertising. The advert itself will be largely aired from 7pm (E4-Scrubs) 2pm (Comedy Central -Two and a Half Men) 12pm (Dave-Top Gear) onwards with regular showings between programme ad breaks up until the watershed in order to make room for stereotypically more mature adverts.

LO3:

For resources and equipment  I am going to need :

• 1 - 3 cameras
•  Tripod
• Editing software

I will use a form of camera to film the action that is happening but continuously from different angles instead of having constant cuts which makes it looks as if it's a completely different sequence. I am most likely to use 2 cameras on tripods and posssibly a addtional camera person using a camera free hand to gain a different aspect of shots.
I am going to use Adobe Premiere Pro for my editing phase, using the software to cut parts and cue them up, adding transitions, text and effects to create an attractive promotional video for my product.

-Risk assessment

Shooting Script -

 

- Location List

Storyboard-

-Filming schedule

Production schedule-

 

-Nike Advert MK 1

-Nike Advert MK 2

LO4:

Evaluation

The form of my advert would predominately fall into two categories Realist and stand-alone whilst slipping slightly into anti realist narrative. The argument for the sub-genre of anti-realist is that by this ordinary man placing the shoe upon his feet he can perform extraordinary feats that the otherwise could not complete by him thus granting the advert its anti-realist feel. The stand-alone genre comes from the fact that this is the singular advert of its style and form as oppose to a continuous series such as the adverts produced within the last few years by the telecommunications company BT. The realist aspect is incorporated into the adverts form as the aspects and condense of the Mise-en-scene are all real and in fact plausible the people, lighting, equipment etc.

The style of my film falls predominantly into the dramatic category due to the nature of the shots and types incorporated the editing also contributes  by varying the speed of the cuts and the use of varying editing techniques to compliment the visuals. There is a slight comedic aspect to my advert as pointed out by a few of my peers who have viewed the advert they mentioned that the closing few seconds provide slight hilarity due to the comedy style run of the protagonist into the darkness.

Within my advert I make use of several shots and angles the list is as follows mid shots, close ups, long shot, wide angle shot, sweeps. The lighting used was originally artificially constructed into the railway bridge but in the later stages of the editing process the lighting was enhanced by raising the brightness and contrast settings to achieve the end effect. I have not relied on the implementation of any editing effects I purely on the quality of the filming in order to obtain clips of the desired length making use of only the razor and title tools in Adobe premiere pro. With regards to computer graphics and special effects as I believe it only stands to cheapen the work of those who participated.

With regards to the techniques used I have made use of hidden and overt messages, self-perception and social position. The hidden message is in fact not so hidden what the advert is implying is that if an ordinary person were to don the shoes in question the would gain the abilities to perform feats the otherwise could not before for example the choreography performed in my advert. In terms of self-perception and social position it challenges you to push your boundaries further and that tells you that what you get isn’t what you have to be content with in life that there are in fact endless opportunities and experiences for all, Furthermore it leads to the challenging of stereotypes, the advert clearly depicts what modern society would determine as a “nerd” or “geek” primarily an undervalued member of society but upon donning this globally recognisable and popular product he can now do something that is deemed generically “cool” thus creating a cross fusion of stereotypes which in turn (I would hope) broadens the viewer’s mind.

The main selling point of the product i as attempting to advertise was the large brand awareness Nike is a global corporation responsible for billions of us dollars in annual revenue in dozens of countries and several continents the company is so successful and has had a dramatic impact on international globalisation it has practically become a part of western culture thus the products almost sells itself.  

In reference to Advertising Standards Authority (ASA); Ofcom. I agree that by advert is intentionally misleading due to the fact that the protagonist concerned can already perform at the standard he demonstrates therefore it is advised that the media in question not be aired to a younger demographic due to their high level of susceptibility to broadcast media advertising.