Thursday, 8 February 2018

9. The practicalities of filming: when and where production will take place and who with

The grid below depicts when and where I will be filming as well as identifies any possible risks:

I will be filming with friends from both in and out of school, the first advert will have 3 actors and the second will have 8 actors.

Wednesday, 7 February 2018

8. The planning I intend to complete in order to ensure a successful outcome for my production

To be successful in my production I must first plan out the the necessary information to make sure my production is as smooth and efficient as possible.

I intend to produce:                                                  
  1.  a storyboard listing all the shot types, the sequence and any technical information (05/02/18)
  2.  a cast list along with costume so my actors are well informed and know what they should be wearing. (24/01/18)
  3. a set and props list (24/01/18)
  4. a shot list to ensure time efficiency when filming (05/02/18)
  5. a script for the end pack shot to inform the audience 
  6. test footage which will help me to test the production 
  7. audience feedback for any improvements to be made 
  8. location photos so I know exactly where I am filming and the best camera framing
  9. a rough cut with music and editing                   

This is a sample storyboard
This is a sample location photo

Monday, 29 January 2018

1.How I intend to fulfill the requirements of the brief I have chosen

When first thinking up ideas for my two TV adverts I decided to draw inspiration from other popular brands with similar target audiences. I then planned out how I will meet the requirements of the brief in order to successfully produce two TV adverts.

This is a mood board which I put together when doing research for my deodorant advert. It features well-known existing deodorant brands such as Dove and Lynx. As well as, brands such as Levi's and Calvin Klein which are both popular unisex brands with similar target audiences.

In order to meet the demands of the brief, I will be making two television adverts both lasting exactly 30 seconds. My adverts will promote a new unisex deodorant from the existing agency client 'UK deodorants'. A key element of my campaign is the unisex aspect which I wish to convey by using both male and female models, this shows a unique selling point of the deodorant. The client audience of 16-25 male and females, will also be adhered to by using actors within this age range. The product name 'Wave' must connote an active and youthful brand identity. I will do this by portraying the actors to be both active e.g. through sports and activities and also youthful to target the intended audience.
 Both my adverts will enable the audience to relate as well as aspire to be like the actors. The adverts must be suitable for prime-time E4 broadcasting, specifically, on weekdays from 7pm- 9pm. To do this I will follow the rules of the ASA.
 The deodorant slogan is'Anyone Anywhere' which helps to signify the universal aspect of the deodorant as it is unisex. Furthermore 'anywhere' contributes to the active and youthful aspect of the brand's identity as the deodorant is easily transported with the consumer to events, sports fixtures, the gym etc. My adverts will include techniques such as intertextuality through the reference of pop culture either from other media products, film, fashion or music. Also, generic hybridity as the advert crosses over into other genres of advert.
I hope to engage the target audience with both my adverts,through the use of both humour and emotional appeal to make memorable TV adverts.

For my first advert I would like it to be in the style of a daily/ simplistic routine which different people are going through all using the deodorant. Each actor will show a snippet of their daily routine before spraying on their deodorant. The editing will be snappy and fast-paced to keep the pace of the advert and create excitement for the audience. The upbeat music in the background will also match this fast-paced editing style. Each individual will be showing a different aspect of their routine and therefore the target audience will be more likely to relate as they draw similarities between themselves and the actors. The advert will finish with a voice-over and a pack shot, detailing the information of the product.

For my second advert I will depict a scene between brother and sister. The girl will be late rushing off to meet her friend. It will show her trying to spray on her usual deodorant which is empty and therefore her brother lets her use his deodorant. At first she denies it but upon seeing that it is unisex she puts it on anyways. We then see her leaving the house and as she does she walks past a boy who immediately reacts to the pleasant scent, looking up at her and smiling. It will also end with a voice-over and pack shot. This advert will connote the unisex trait of the deodorant as well as its convenience.

Sunday, 28 January 2018

2. Existing adverts/campaigns I have researched and how these have influenced my ideas

Before I started to plan my TV adverts I decided to look at existing adverts which appeal to similar audiences. This was helpful because the adverts I looked at were interesting and inspirational. Here are some adverts which appealed to me and helped to inspire my campaign:

The Lynx (soulmates) TV advert influenced my adverts because of its concept of different periods of history where each time the male actor was still working towards 'getting the girl'. I slightly want to incorporate this into my advert as each different actor will show part of their daily routine and the editing will be similarly fast-paced, seamlessly flowing from one to the next.

The celebrities within this Nike advert showcase many different sports and activities which is important to show the products versatility. In my advert, by having the actors all doing different things, I hope that it is relatable and depicts how the deodorant can be used wherever and whenever.
This advert has a wide variety of people within it emulating the idea that anyone and everyone can wear Nike's products. I would like to incorporate this into my adverts in order to appeal to a wide variety of people within the 16-25 audience age range.

From looking at these adverts I have found useful techniques and ideas which I would like to incorporate into my own two TV adverts.

Saturday, 27 January 2018

3.The Codes and Conventions of TV adverts

 What I have learnt about the codes and conventions of television adverts and how I intend to demonstrate this knowledge and understanding in my production in order to communicate meaning successfully.

I began my research by watching many TV adverts then decided to compare a few of my favorites in order to  learn the common features which make up a TV advert.When comparing these adverts this is what I found out:
Lynx 2015
Lynx 2014
Lynx 2011
Voice-over at the end
Voice-over throughout
No voice-over
Voice-over at the end
Voice-over throughout
Music- upbeat
Music-pop song
Music-pop song
Music- upbeat
No actor dialogue
No actor dialogue
No actor dialogue
No actor dialogue
No actor dialogue
Low lighting
Grey scale-low lighting
Lighting reflects scene
Natural lighting
High key lighting
Clear slogan
Clear slogan
Clear slogan
Clear slogan
Clear slogan
Pack shot at the end
Pack shot at the end
Pack shot at the end
Pack shot at the end
Pack shot at the end

From this I concluded that the codes and conventions for TV adverts are:
  • Voice-over is a key convention for most TV adverts- usually at the end but not always
  • Music- often upbeat/pop song
  • There is no actor dialogue present
  • Lighting differs depending on the setting
  • The slogan is clearly portrayed usually both on screen and in voice-over
  • A pack shot with a close-up of the product and the branding is always shown at the end

Friday, 26 January 2018

4.Content and appeal of TV adverts to their audience

What I have learnt about the content and appeal of television adverts and how I intend to demonstrate this knowledge and understanding in my production in order to communicate successfully with the target audience.

The uses and gratifications theory is a very popular approach to understanding the media as it focuses on the audience/consumer. The theory suggests that the audience is actively consuming media with the purpose of using it to fulfill their specific gratifications. The theory is as follows:
Information and Education –to acquire information, knowledge and understanding
Entertainment and Escapism –for enjoyment and so the consumer can ‘escape’ any worries they may have
Personal Identity - to recognise a person or product, role models that reflect similar values to themselves and mimic or copy some of their characteristics.
Integration and social interaction – the ability for media products to produce a topic of conversation between people

In my television advert I will apply this theory to the target audience of 15-25 males and females. I have made annotations on the television adverts below to connote how this theory is applicable to existing adverts. I will be using Dove, Lynx and Impulse deodorant TV adverts. 

(Screenshot from Dove TV ad)
This advert entertains the audience by exaggerating reality with recognizable yet surreal situations. We see this through the contrast between someone who is wearing deodorant and can be confident, as oppose to someone who is not wearing the impulse deodorant therefore cannot ‘free’ her arms.
(Screenshot from Impulse ad)

The far fetched unrealistic story entertains the audience as they are easily able to escape reality when watching, however the story line is also a means of interaction and the audience can easily discuss it.
The stereotypical story line 'boy meets girl' is also very familiar.
Actors featured are in the TA age range therefore this gratifies the need for personal identity as the audience may relate or be aspired by the actors/characters.
(Lynx advert in full) 

From this I have learnt that the uses and gratifications theory can be applied to understand television adverts and their audiences. Due to this I will be focusing on the audience/consumer when constructing my advert in order to adhere to this theory. For example, conventional story lines entertain and help the audience to 'escape' as well as increase social interaction, so the audience can talk about the advert. Information about the product is included to inform the audience and also featuring actors within the age range so the audience can relate/ be aspired.