Filming 19th and 20th November

From my first shooting session it has given me a better understanding of how much time i will need to actually get my filming complete and allow for time to re-film incase something goes wrong. For the first 366 shots i filmed the skittles going left to right but slowly forming a big zig zag pattern. Once i had done this and made a tower of skittles i filmed them slowly going down to form an arrow which slowly goes off the page. I did this because it will b visually attractive and therefore the audience will be captivated and remember my brand ultimately leading to them buying my product.

Practice Filming

I have gone away and done some practice footage of my advert. So far i have only filmed a quarter of it  as it is quite hard to film and very time consuming. I also have to be careful of the light and what times of the day i do it because if it is all different tones of light then it wont look very professional, and as a result it could make or break wether it is good or not.

As a result of this practice filming it has allowed me to remeber how important some thing are, such as what background you have, as this could completely change the mood/feel to something and make it look good or not, and other things such as how important it is to have the tripod, making sure that everything stays in the exact same place so that the advert isnt looking like it is all wobbly. It is also important to make sure you have a suitable set up for your advert because as mine is a stop frame with sweets i want it to be a flat surface, somewhere where i know it wont be touched by others, and somewhere i or nobody else can knock it accidently.

Shooting Schedule

These are the dates that i am planning to film..

19th and 20th November 2011    [/]
26th and 27th November 2011    []
3rd and 4th November 2011        []

Product Logo

First draft i have drawn of what my logo will look like.

This is my final logo for my product's brand name. I have kept it simple and kept the colour's the same as the colour's of the sweets. 

Notes on Storyboard

Shots:
I have had a though about my advert and how im going to make it. As it is a stop frame on skittles, there is not much of a variety in terms of camera angles and shots that i could actually do. I will but placing the camera on a tri pod with the camera facing down so that i can do my stop frame sucessfully.

Lighting:
I will need to make sure i do this under my room light so that it is well lit and stays the same light the whole way through, because if i do this by a window, as time goes on the lighting will get darker and darker and it wont look good. I could also set up lamps around this to keep a steadt light the whole way though and make sure that it looks proffesional.

Any other notes:
I will be using a white double bed sheet for my background on doing the skittles as it is big and has a constant background.
I will need to be carefull of not moving the skittles whilst filming by accident or putting them in the wrong place as this could ruin my advert, and would be noticable and not look good.

My Storyboard

This is my rough copy of my storyboard. I have come up with various positions for my sweet brand to go into and also planned out what colour goes where. This also helps me so that when i come to filming i know exactly what im filming, and what is going where, so i dont delay time by trying to make something up on the spot.

Analysing Directors

Tom Kuntz is a filmmaker who is most known for his unique television commercials and music videos, which either have colorful settings, time-lapse photography or wildly eccentric humans. He has enjoyed multiple nominations for the honor of ‘Best Commercial Director of the Year’ by the DGA (;Directors Guild of America 2007, 2009, 2010).

In January 2010, Kuntz won the DGA Award.

In August 2010, Kuntz's Old Spice "The Man Your Man Could Smell Like" spot won the Emmy for '"Commercial of the Year."

Some of the other adverts he has made..

• Cadbury’s “Eyebrows”
• Skittles “Touch”
• Skittles “Beard”
• Skittles “Rabbit”
• Skittles “Leak”
• Skittles “Pinata Man”
• Skittles “Tailor”

My Presentation

This is my presentation to show how i have developed from the start of A2 media and to show what exactly i have done well and what i have struggled with. I have also shown my progression and how my research has helped me with this. I have also gone over how i am going to keep myself organized so i dont get confused and pace my work, and creating a to do list has helped me with this. Finally i have mentioned about any problems i have had and how i have overcome them, so that if i get any more problems i could know how to overcome them.

Media powerpoint

View more presentations from ellie001.

Target Market for my advert

I will be aiming my product at 8-13 year old children as it is a sweet brand so therefore it is stereotypically aimed at children. I will make sure that i design my own packaging and also make sure that i design my own name. There is not a specific type of person that could eat this sweet as actually anyone can eat it, it is just more aimed at kids.

It is important to have a specific target market as this effects the promoting of the product, and also the brand image itself. It is important to have a clear, strong brand image, making sure it has a specific target audience. This determines which sort of channel my advert will be placed on, if it is mainstream or niche.

Thinking about my advert, in terms of which sort of chanel it would be put on i think i would like it to be on a chanel such as ITV since this has a vast amount of veiwer which means more people will see it and pay attention to it. However it could go on channels such as Nickelodeon of BBC, since i know quite a few kids programms are put on these channels, meaning i would attract my target market.

Possible Product Name

I have researched some exsisting brands of sweets so that i would be sure not to copy them. It was also to give me an insight as to what kind of names there are for sweets and if there is any similarities beetween them. After researching them i have found that there is no actually link beetween any of them such as chocolate mainly being named after plants. Sweets have their own individual name. Most of them just say in a word or two on what it is such as cherry drops, or strawberry laces, however some other sweets dont have much relevance in the name, such as Skittles and Haribo.

List of exsisting sweets:
. Haribo
. Refreshers
. Drumsticks
. Maoam
. Strawberry laces
. Skittles
. Nerds
. Cherry drops
. Millions
. Jelly tots
. Opal fruits
. Wine gums
. Fruit pastles
. Sherbert lemons
. Love hearts
ect..

Here is a list of possible product names i could use:
Rainbow Dots
Frazzers
Jazzers
Crazy Beads
Crazies
Spangles
Rainbow Rocks

As a conclusion i have decided that i want to use the name Rainbow Dots. I want to use this because it is easy to remember and quite catchy and also fits in with what i am trying to promote. From researching exsisting brands of sweets this has help me come to the conclution that i want to use two words that basically get straight to the point of my product. As i am re branding skittles, obviously they are multi coloured sweets, that are small and round. This is where i have thought of rainbow rocks. Rainbow becuase they are rainbow colours and rocks because they are small and round. The double synonin makes it easy for kids to remember too.

Possible Song Choice

I have gone and researched music that is not copy righted that i could possibly use in the background for my advert.

royalty free music.com

Reveiw of planning and task list.

What Im thinking is that Im going to do a stop frame advert based on skittles. I will make my own name for them and design my own packaging so that it is not copyright to skittles. I will separate the skittles into colour order then count them out to make sure i have the same number of skittles in each group. I will need to storyboard where i want them to go. I also need to think about the music in the background and how it will go with my advert. For my background i will put down a white bed sheet. This will give a professional look to it.

My practice stop frame

I have taken a range of shots with a nikon camera and uploaded them into premiere pro. Once i did this, i deleted some of the pictures that were not useful. When i felt happy with the images that i had selected and they ran through nicely i then exported the movie. This means i could play the movie through without worrying that it would stop. Once i had done this i uploaded the video to youtube meaning that i could get the URL and upload this video to my blog. Overall i am quite happy with the outcome of the practice stop frame, however if i were to change something i would make it a little bit longer.

Analyzing a Stop frame advert

. Same type of shots
. Slow paced editing
. Left spelling the words out till the end to catch the audiences attention.
. Music goes with the skittles lyrics have the words "king kong" in and there is a king kong made out of skittles.
. Tried to use matching colours, e.g king kong is a dark purple colour

I researched stop frames for skittles on youtube as i am intrested in doing a stop motion piece for my media coursework. This has been student made. I looked into how long it took them and it took them a total of 8 hours, they took 400 photos and used a couple of thousand skittles. If i were to remake something like this, which is what i want to do then i would have to think about how i want to  lay out the skittles and what patterns i would like them to go in. Think about the colours of them too. I would have to buy at the least 5 big packets of skittles to have enough to do a good stop frame animation.

Practice Rotoscope

Analysing a sweet ad & a sweet radio ad

Practice Stop Frame

Practice Close Up

My practice close up.

Practice Soft Focus

Practice Mid Shot

This is my practice Mid-shot. I feel this went well as it runs through smoothly and it is well angled.

Practice Long Shot

Practice Zoom

Practice pan 2

Practice pan 1

I have practiced a few camera angles and shots to refresh my memory of filming and editing from AS. This is my practice pan.

Analyzing a media magazine

Ideas on what to advertise

This is a list of all the possible categories that i could research into for my advertisement for my coursework. Not only have i put them into categories but i have listed examples to make life easier for me and when it comes round to making my mind up about what i want to do. This also gives me an understanding of the genre's of advertising and what rules i would have to consider depending on what i choose, for example if i chose anti-smoking i would have to be careful that i didn't come across as advertising tobacco as it is illegal and banned from TV, billboards and magazines.

Planning

This is my list of planning for things I need to blog about and things i need to practice. I will start my planning by re-making a short TV advertisement. This enables me to practice camera angles and shots and also help me practice my editing when i come round to it. Secondly I will be practicing a short stop frame piece as I would be interested to do my advert in stop frame and it would give me good practice, and also give me an understanding on if I want to further with my stop frame idea.

Task List

Research Pop up's

Research Radio Adverts

Do a target audience questionnaire

Think about what i want to advertise

Practice filming

Web Pop Ups

I am doing a bit of research on web pop ups although i have researched radio advertisements. This is to understand the good points and the bad points (pro's and con's) of web pop ups and also to give me an understanding of how they work and if i would rather look into web pop ups instead of radio adverts.

Pop-up ads or pop-ups are a form of online advertising on the World Wide Web intended to attract web traffic or capture email addresses. Pop-ups are generally new web browser windows to display advertisements. The pop-up window containing an advertisement is usually generated by JavaScript, but can be generated by other means as well. A variation on the pop-up window is the pop-under advertisement, which opens a new browser window hidden under theactive window. Pop-unders do not interrupt the user immediately and are not seen until the covering window is closed, making it more difficult to determine which web site opened them. 

If i wanted to continue with web pop ups i would have to do further research into java script to find out how exactly it works and supports web pop ups.

Radio Adverts

When researching media magazine i came across this article about how to make radio adverts. I found it useful because this will help me understand a main part of our coursework which i will be focusing on. I have understood that it is cheap to do but you have to be commissioned to produce a radio advert.

How to … make radio ads
It’s cheap, it’s (relatively) foolproof and you can let your imagination run wild with it. Radio is a fantastically flexible medium, and great fun to produce – so why aren’t more of you producing it? Lecturer and examiner Clive Edwards gives you the lowdown on what makes a good radio ad.

Try this for a party game, with a group of friends.

You all need a piece of paper, a pencil, and no conferring until you have written down your decision.

You have been commissioned to produce a radio advertisement for a new car. You want to stress that this is a family car. Its biggest selling point? Its safety features. This car is safe. It will protect you; care for you.

You need a voice over. It must be a voice that is reassuring. It oozes sincerity. Honesty. Integrity. Trust.

Now of all the teachers in your school or college, whose voice would you use for this voice-over?

Write down the name of the chosen one. When you’ve all finished, compare notes.

Perhaps you’ll all agree. But I doubt it. Some will find it impossible to separate the actual voice from other points about the person. Such as the physical appearance, his/her habits, character, recent history, teaching style …

You can carry on the game with other scenarios. Whose voice would you use to advertise: the sexiness of a new perfume for men and women; or the latest exciting, spine -chilling ride at Alton Towers; or a new magazine encouraging old people to stay active, and so on …

Remember – it must be about voice. Not personality. Nor history. Nor habits. Nor style. Just voice.

The important thing about making a radio ad is that it depends entirely on sound and script. Nothing more. People are going to listen to this voice and they are going to build a picture, instantly, of the person who speaks the words.

Radio: an imaginary world

If you are writing a radio ad, you have a licence to imagine, and to get your listeners to imagine …, well …, anything you like, and anywhere you like. Barbados, France, the countryside, a busy street, the moon, a swamp …

So, how to get started. All you need are:

• the voices

• the script

• a PC

• a microphone

• the sound effects CD that you can get from any music store

• and a software package like Cakewalk, Cool edit pro, Cubase.

The script

Clients pay for advertising time in 10 second bursts. Radio ads are usually 30 seconds or 40 seconds long – and you can’t fit much into 40 seconds. So you need to bear in mind everything your dear old English teacher told you. One of mine once said that prose is ‘words in the best order’; poetry is ‘the best words in the best order’. I think she cribbed that from someone famous. Well, it’s good advice for the copywriters of radio ads – the creative team, as they are called in most commercial radio stations. And by the way, they are treated with utmost respect. Commercial radio depends on these modern-day poets for their income.

Sid Pettit works for BRMB in Birmingham, part of the Capital Radio group. Her advice is: ‘Don’t go for the hard sell. Single voice-over ads using some bloke trying to fit a load of information into a small space just irritate the listener. They will flick stations.’ Exactly what the radio station doesn’t want. Radio stations know they are at their most vulnerable to station-flicking during news breaks and commercial breaks. So it pays to keep the ad entertaining. It satisfies your client, and your listeners.

Go for scenarios, situations, imaginary ones,’ says Sid. ‘It’s theatre of the mind. Radio is a noisy market-place. You’ve got to attract their attention. But don’t do it by shouting at them.’

Hmmm. This doesn’t sound easy. Another phone call. This time to Dave Murphy, down the road (literally) from BRMB, at Heart/Galaxy FM – part of the Chrysalis Radio Group.

‘The best commercials on radio,’ he says, ‘avoid clichés. And they don’t try to do too much. Just focus on a single idea. One aspect of the commodity you are trying to sell.’

I asked him for an example. A slight pause. He was asked to write an advert for a carpet company in the Midlands. As usual with carpet sellers, they were having a half-price sale. How do you make that memorable? Everyone is having a half-price sale.

Dave came out with an ad something like this:

If you come and get your carpet from xxxx we can give you floor covering for half the price. Or you can buy a house twice the size to fit it all in.

People actually phoned the carpet shop and asked them about the bigger houses they were selling with their carpets!

Sid Pettit remembers one of her favourites. The hi-fi company Bose wanted a radio ad for their new, tiny, ‘virtually invisible’ speakers. Now Bose have plenty of qualities. But she knew that the ad should focus on one aspect only. So, it went something like this:

Customer: Good morning, I’d like not to see some of your Bose virtually invisible speakers.

Assistant: Certainly, sir. Here they aren’t.

Simple. Effective. Makes the point. Witty. Doesn’t rely on clichés.

Footfall is what the radio ads are looking for. Not sales. A radio ad will probably not convince someone to buy something. Not on its own. But it will create an interest. It will create footfall. People will go to the shop and look. Or phone.

The call to action

And that’s another important element of a radio ad: The Call to Action. Don’t just tell them about what you’re selling. Get the listener to do something. An action. Like ‘call us now on …’ or ‘look up our website on …’ or ‘visit us today at …’

Dave Murphy recalls one of his most difficult radio ad projects. It was for a funeral director. They wanted an ad that encouraged people to open an account that would pay for their own funeral. I grunted my distaste down the phone. ‘No, there was no problem in that,’ said Dave. It was the fact that they insisted that he mentioned in the ad that all new customers would get a free Teasmade into the bargain. A free Teasmade to help you wake up in the morning, and a down payment on a coffin just don’t go together too well.

Sid recalled her favourite horror story – the worst script ever. A client insisted on writing his own script. It’s not unusual for clients to think that they can write scripts as well as the professionals. It’s one of those jobs that looks easy until you have a go. So, it’s for the day of the funeral of a famous and loved royal person. The advert begins like this:

(Sombre voice, slow) Blank Blank (Shop) and its staff would like to express our deepest condolences to the Royal family on the sad occasion of the funeral of xxxxxxxx . As a mark of respect, the shop will be closed throughout the day on Thursday. (Upbeat music, cheerful voice) But we’ll be open again on Friday with lots of special offers, bargains galore and free gifts …

Well, that’s a few words on script. Now here’s the Call To Action. Have a go at writing one. And have a go at that party game, with the voices.

The editing? That’s another issue. One thing at a time. Keep it simple. Don’t try to do too much in one short ad. Shut up, Clive. Let them get back to the music.
Clive Edwards

This article first appeared in MediaMagazine 1, September 2002

Regulation of advertising

Advertising regulation refers to the laws and rules defining the ways in which products can be advertised in a particular region. Rules can define a wide number of different aspects, such as placement, timing, and content. In the United States, false advertising and health-related ads are regulated the most. Many communities have their own rules, particularly for outdoor advertising. Sweden and Norway prohibit domestic advertising that targets children. Some European countries don’t allow sponsorship of children’s programs, no advertisement can be aimed at children under the age of twelve, and there can be no advertisements five minutes before or after a children’s program is aired. In the United Kingdom advertising of tobacco on television, billboards or at sporting events is banned. Similarly alcohol advertisers in the United Kingdom are not allowed to discuss in a campaign the relative benefits of drinking, in most instances therefore choosing to focus around the brand image and associative benefits instead of those aligned with consumption. There are many regulations throughout the rest of Europe as well. In many non-Western countries, a wide-variety of linguistic and non-linguistic strategies are used to mock and undermine regulations.

Two of the most highly regulated forms of advertising are tobacco advertising and alcohol advertising.

http://en.wikipedia.org/wiki/Advertising_regulation

In the UK the situation is complex, as each medium is governed by a different regulatory body:

• Non-Broadcast Advertising is dealt with by the Advertising Standards Authority
• UK TV Advertising complaints are referred to the OfCom
• All advertising in the UK is subject to the Committee of Advertising Practice's Code (known as the CAP Code) and also to the Code of the European Advertising Standards Alliance.

All this leads to a maze of voluntary rules and legislation which must be negotiated by an agency seeking to produce a campaign. There are extremely strict rules regarding the advertising of tobacco (banned), alcohol (going that way), medicines/medical services and products aimed specifically at children. Advertising law is a complex area.

http://www.mediaknowall.com/as_alevel/Advertising/advertising.php?pageID=regulate

From researching the regulation of advertising i have learnt that you can't just advertise anything you want. There are certain rules for each different catagory of an advertisment, for example chilren and smoking.

How does advertising work?

To advertise on TV it’s best to hire an agency. Agencies have experience in dealing with all types of campaigns and can offer invaluable advice before proceeding. In addition, agencies negotiate with contractors, plan your campaign with your target audience in mind, monitor ratings, and help track the results. They also tend to advise on who to recruit to produce the commercial.

In an attempt to get a better price dealing direct with TV contractors can seem like a good idea but in practice you’d be leaving yourself open to be exploited. The advice and knowledge of an experienced agency is invaluable.

Many businesses still feel that TV advertising will be too expensive for them, something that is often not the case. The growth of digital TV means that many people now have a choice of hundreds of channels, with many of these channels highly focused on a specific topic, thereby offering highly targeted audiences for potential advertisers.

http://www.marketingminefield.co.uk/television-advertising-overview/

Volkswagen Advert FINISH

Camera: The opening shot is an establishing long shot. The camera is at a low angle facing forwards towards his feet . Only his feet and one third of his leg is in the shot but towards the background. In the foreground there is the corridor. Throughout the advert there is establishing long shots mainly throughout the entire thing with a few mid shot's and a close up of the baby that he tries to use the force on.

Sound:

Mise-en Scene:

Editing:

Volvic Advert

Camera: The first shot is an establishing long shot, showing the scene in which the advert will be held. It is showing the main focus of the advert which is a volcano which is symbolic of water and connotes what the advert will be about, and a man sunbathing connoting hot weather. It is then followed by a mid shot of the mountain, with birds flying past which is symbolic that something not right is happening as the birds are flying away, connoting the volcano could erupt. At this point the camera is following the birds horizontally for about 3 seconds as they fly away. There are various types of close up's and long shot's of the people as they run towards the volcano. The close up's are more so when they hear the volcano rumble and you see their facial expressions which are shocked connoting they have been waiting a while for this moment to happen, then they go into long shots of the people running towards the volcano. It then goes into a close up of the top of the volcano, focusing on the water erupting out of the top. When this is happening the camera is following up the mountain vertically. It is then followed by a mid shot of a few people lifting there arms up in the air connoting there happiness that the volcano is erupting, followed by a close up of a man with his mouth open and his arms still in the air, almost like he has been waiting for it to happen and is going to make the most of it now it has happened. The last shot is a mid shot of the people dancing connoting happiness and joy, followed by a close up of the bottle of water being advertised.

Sound: At the beginning the sounds are just quiet tweets and chirps or birds indexically implying peace and quiet. When the volcano erupts however the music is "Pump up the jam" which is upbeat and fast pace. This connotes them dancing to it.

Mise-en Scene: The opening shot is set within a field, and the first thing you notice is the volcano which connotes water, and is clear what the advert could be about. The second thing that is quite obvious is what looks like the small local village. There are little stone houses all close together with only green surrounding it, connoting they are near fields/ maybe in the middle of nowhere. It is also clear that there is a small village in which it is set for what seems the local people that live by the volcano.

 When the volcano erupts and the water begins to fall onto the villagers, they act as if they have been deprived of water as they lift there arm's into the air with their mouth's open trying to swallow the water that lands in their mouth.

Editing: The editing is linked within the sound of the music. As the music pace quickens up or slows down the editing matches it. It uses a cut which goes from one location to another.

Dior Midnight Poison Advert

Camera: The opening shot is an establishing mid shot of the moon connoting the dark setting and the ominous tone, iconic of the perfumes name "Midnight Poison". It then goes into a close up of the woman's back who is wearing a dark blue corset, which is indexical to the sexual nature of the perfume and again iconic of the perfumes name. It is followed by a mid shot of the woman with the dark blue corset on and dark blue necklace with a blue background all linking to the perfumes name. The variety of mid shot's and close ups to connote the woman's importance in the role she is playing in the advert. It also consists of a few long shots of the woman running down stair cases and running down corridors. There is also quite a few zooms onto her face.

Sound: The music indexically represents the mood of the advert and add's to what is being portrayed in the advert. As the advert is called Midnight Poison, at the beginning when the camera is on the clock, and its not quite midnight, the music is an elegant piano playing, however when the clock is shown again a little later in the advert and it is closer to midnight the music begins to get more up-beat, and sound almost darker and more rock genre then a gentle soft genre. This indexically represents the name of the perfume. This is also reinforced when the woman in the advert, as the clock strikes midnight, she suddenly becomes more alive and starts to move around more, rather than in the beginning where she wasn’t moving a lot. The music also fits in with the pace of the editing, as when the editing gets faster, the pace of the music quickens up and becomes more heavy sounding.

Mise-en scene:  The adverts location is set within what seems to be a room/office of a big building or perhaps a building which is held for special events as it seems quite posh. This is symbolically represented in the third shot of the woman, as she is running down a posh, big, white spiral staircase in what looks like a classy setting, connoting wealth. The narrative is presented through the clothes she is wearing, which are a deep shade of blue, for example the dress with dark eye make up and a really dark blue diamond necklace, and the way she acts as the music gets more darker and faster pacing. It is also represented through the people and the setting, as the people are dressed in quite dark clothing, with a low key lighting, and the setting of the place, except the staircase, are also dark colors such as grey's, black's and blues.

Editing: The editing is quite fast pace throughout the advert, more-so from the middle to end of the advert, rather than towards the beginning of it. The editing fits in very well with the music as it sets a tone, and is enabling the audience to pick up on this and feel engaged within the advert. A sense of darkness mixed with adrenaline is created within the editing connoting the perfume's name.

Coke Advert

This is a coca cola advert from the 1990's, with the catch line "you cant beat the feeling".

Camera:  The camera angles the whole way through the film are mostly long shot's with a few mid shots. This is of people dancing and looking like they are having a great time. When it comes to the part of actually drinking the coke from the coke bottle the camera is zoomed in as they are making it very clear what they are advertising.

Mise en scene:  For the first frame there is a man dancing in what looks like a factory of some sort. He is wearing just everyday clothes, a white top and some brown trousers. He begins to start dancing, and does a turn at the end before it goes onto the next scene. The next scene is   some coca cola bottles which look like there bouncing up and down, and it much more colorful than the first frame. This is because they are trying to make what they are selling more enticing to the viewer. In the next frame they have a man swinging around a t-shirt next to his bed, in his bedroom. The colors in the frame are like an orange/yellow, so the color has dropped again. It continues with a scene of a 2 or 3 year old kid wiggling outside in a little orange playsuit, with the green grass and blue sky in the background. It has become a bit more colorful but not much. It then goes into a long shot of a man dancing behind what looks like a restaurant bar. It seems like and old fashioned bar and the man is wearing a plain white shirt, black trousers and what looks like a black apron. He looks like he is overly happy and is spinning around behind the bar. After this frame it goes into a woman drinking from the bottle of coke. The woman is almost blacked out because of the lighting, and it seems like most of the light is on the coke bottle, again making it clear what they are advertising. There is also smoke in the background while she is drinking which makes that scene seem almost like mysterious. She then lifts up the bottle with the smoke in the background, it almost seems like a scene from a superhero movie. This gives an idea that the coke saves the day and makes you all happy and wants to dance. It then goes into about 7 different scenes of different people of different ages, races and class all dancing looking really happy. A close up is shown towards the end of the clip and the cola bottles are moving in beat to the people dancing.

Sound: The music playing in the background is a happy/jolly track which fits in well with the commercial and with everyone dancing and looking happy about the coke.

Editing: It is quite fast paste.

Further Research

Here is some of the research I did in one of my lessons:

Target Market and Branding

In marketing and advertising, a target audience, is a specific group of people within the target market at which the marketing message is aimed... For example, if a company sells new diet programs for men with heart disease problems (target market) the communication will be aimed at the spouse (target audience) which take care of the nutrition plan of her husband, and child.

A target audience can be people of a certain age group, gender, marital status, etc. (ex: teenagers, females, single people, etc.) A certain combination, like men from twenty to thirty is often a target audience. Other groups, although not the main focus, may also be interested. Discovering the appropriate target market(s)and determining the target audience is one of the most important activities in marketing management (Niewenhuizen et al. 2000). The biggest mistake entrepreneurs are making is trying to reach everybody and ending up appealing to no-one.

-(wikipedia)

From reading this article i have learnt that the target audience for advertising isn't just about genre, race or class, it can be aimed at people that are single, people that want to maybe tone up there body, teenagers, or people that might not have that much money and want to save. This is important to remember because some things may be specifically aimed at men, but woman would pay attention to it as-well as they could recommend it or be looking out for there husband/boyfriend/friend.

Is your company brand literally saturating your target markets? Is your company literally everywhere and on the lips of your customers, competition and vendors? Does your competitor sales teams compare themselves to you in sales calls? Well having been a Founder of a Franchise Company, we had saturated our target markets and yes our competitors always compared themselves to us and that actually helped us even more.

I call saturating your target market with your brand name; “The Power of Presence” and when you have that you will know it and so will everyone else for 100-miles in all directions. How do you get to such a saturation point, as the marketing experts often call it? They even write books about this stuff.

Well, you get there by carefully leveraging your marketing and advertising, promotion and public relations around a simple message and a consistent theme. Guess what? It does not cost as much as you might think and in fact you might be very surprised just how inexpensive it really is when you have developed the proper plan of attack in the ready room before launch of the mission.

Once you reach this saturation point, the customers and future customers will love you and the competition will despise and hate you? But that means you are doing it all right. You may even find your competitions best employees and team members try to cross over and come work for you. But hey that is a whole other subject. Patience Grasshopper. Consider this in 2006.

http://www.branding-advertising-promotion.com/b9-market-saturation-and-brand-building.php 

From reading this information, I have learnt that

Genre of Advertising

For some further research i have chose to look at different types of genre's of advertising to help me gain a wider knowledge of advertising, and help me understand more thoroughly when critiquing different types of advertisements. 

Print Advertising – Newspapers, Magazines, Brochures, Fliers

The print media have always been a popular advertising medium. Advertising products via newspapers or magazines is a common practice. In addition to this, the print media also offers options like promotional brochures and fliers for advertising purposes. Often the newspapers and the magazines sell the advertising space according to the area occupied by the advertisement, the position of the advertisement (front page/middle page), as well as the readership of the publications. For instance an advertisement in a relatively new and less popular newspaper would cost far less than placing an advertisement in a popular newspaper with a high readership. The price of print ads also depend on the supplement in which they appear, for example an advertisement in the glossy supplement costs way higher than that in the newspaper supplement which uses a mediocre quality paper.

Outdoor Advertising – Billboards, Kiosks, Tradeshows and Events

Outdoor advertising is also a very popular form of advertising, which makes use of several tools and techniques to attract the customers outdoors. The most common examples of outdoor advertising are billboards, kiosks, and also several events and tradeshows organized by the company. The billboard advertising is very popular however has to be really terse and catchy in order to grab the attention of the passers by. The kiosks not only provide an easy outlet for the company products but also make for an effective advertising tool to promote the company’s products. Organizing several events or sponsoring them makes for an excellent advertising opportunity. The company can organize trade fairs, or even exhibitions for advertising their products. If not this, the company can organize several events that are closely associated with their field. For instance a company that manufactures sports utilities can sponsor a sports tournament to advertise its products.

Broadcast advertising – Television, Radio and the Internet 

Broadcast advertising is a very popular advertising medium that constitutes of several branches like television, radio or the Internet. Television advertisements have been very popular ever since they have been introduced. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/peak time), and of course the popularity of the television channel on which the advertisement is going to be broadcasted. The radio might have lost its charm owing to the new age media however the radio remains to be the choice of small-scale advertisers. The radio jingles have been very popular advertising media and have a large impact on the audience, which is evident in the fact that many people still remember and enjoy the popular radio jingles.

Covert Advertising – Advertising in Movies 

Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports. There is no commercial in the entertainment but the brand or the product is subtly( or sometimes evidently) showcased in the entertainment show. Some of the famous examples for this sort of advertising have to be the appearance of brand Nokia which is displayed on Tom Cruise’s phone in the movie Minority Report, or the use of Cadillaccars in the movie Matrix Reloaded.

Surrogate Advertising – Advertising Indirectly 

Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to heath are prohibited by law in several countries and hence these companies have to come up with several other products that might have the same brand name and indirectly remind people of the cigarettes or beer bottles of the same brand. Common examples include Fosters and Kingfisher beer brands, which are often seen to promote their brand with the help of surrogate advertising.

Public Service Advertising – Advertising for Social Causes 

Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messaged about important matters and social welfare causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty and so on. David Oglivy who is considered to be one of the pioneers of advertising and marketing concepts had reportedly encouraged the use of advertising field for a social cause. Oglivy once said, "Advertising justifies its existence when used in the public interest - it is much too powerful a tool to use solely for commercial purposes.". Today public service advertising has been increasingly used in a non-commercial fashion in several countries across the world in order to promote various social causes. In USA, the radio and television stations are granted on the basis of a fixed amount of Public service advertisements aired by the channel.

Celebrity Advertising

Although the audience is getting smarter and smarter and the modern day consumer getting immune to the exaggerated claims made in a majority of advertisements, there exist a section of advertisers that still bank upon celebrities and their popularity for advertising their products. Using celebrities for advertising involves signing up celebrities for advertising campaigns, which consist of all sorts of advertising including, television ads or even print advertisements.

http://www.buzzle.com/articles/different-types-of-advertising.html

From researching this i have learnt that advertising is not just advertising but it has different styles and genres of advertising. This is important to understand because it can help you have a wider knowledge of advertising and can help you when critiquing. It is also a bonus to know if you want a job within the media industry. 

Analyzing Magazine Adverts

For further research I have looked at adverts from a few years ago to how they have changed to this day and how advertising has developed and embraced new technology.

 This is a coca cola advertisement from the 1890's. From looking at it, it seems really old fashioned and has an old fashioned looking lady on the front holding a small glass of coca cola. Her dress looks expensive and quite posh as it is all white and feathers coming out of it. As she is holding a small glass it seems really civilized too. The typical coca cola bottle has not been included.

This is a recent coca cola advert. It has the stereotypical coca cola bottle and is bright and colorful and more enticing to the audience. It has an interesting layout and is different and flowing over the page in different directions.

What is advertising?

Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as websites and text messages.

Commercial advertisers often seek to generate increased consumption of their products or services through "Branding," which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement.

Brief

An advertising package for a new product or service, to include two TV advertisements, together with

• a TV programme sponsorship sequence
• a radio advertisement

For my brief i have chose to do a TV program sponsorship sequence. I have chose this because i have made a magazine advert previously during my GCSE's so it would be like a follow up to this, and i feel i have the skills needed to make a good advert. I also find it an enjoyable topic to cover.