Unit 30: Advertisement Production For T.V: February 2012

Friday, 24 February 2012

Learning Outcome 2

Market Research

The product I am advertising is the well-known beer; Fosters. Most existing adverts for Fosters are humorous and funny and I would like my advert to follow similar conventions to these to keep the same brand identity for the product.

Other similar products such as Budweiser, Kronenbourg 1664 and Carlsberg also use humour and comedic elements to advertise their products. They all use different types of media to advertise their products such as TV, busses, bill boards, radio etc.

An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. Typical ad agency clients include businesses and corporations, non-profit organizations and government agencies. Agencies may be hired to produce television commercials and radio commercials as part of an advertising campaign.

Ad agencies come in all sizes and include everything from one or two-person shops (which rely mostly on freelance talent to perform most functions), small to medium sized agencies such as Traction (agency), large independents such as SMART and multi-national, multi-agency conglomerates such as Omnicom Group, WPP Group, Publicis, Interpublic Group of Companies and Havas.

Advertising information packs provide rate cards, insertion dates, publication dates and everything else that you will need to plan your advert.

Generating Ideas

Idea#1

(Mann sitting at a beach on a hot day looking at the sea)

He is day dreaming when all of a sudden he notices a beautiful women coming out of the sea reminiscent of the famous James Bond film. She walks straight over to the man and makes it look as though she is about to kiss him when she grabs a beer from the ice cooler, opens the beer and sheepishly smiles and walks off drinking the beer.

Idea#2

(Man at the beach falls asleep on a hot day)

As he wakes up everything is a bit blurry, he notices that the girl of his dreams is coming out of the water, flicking her wet hair around looking really sexy. He keeps blinking and rubbing his eyes as she runs towards him. He opens a beer as she runs towards him in a ‘Baywatch’ style. As she approaches him she takes the beer out of his hands. Looking confused, he rubs his eyes and tries to get a better look at her. After vigorously rubbing his eyes it turns out to be one of his mates. His friend says: ‘Cheers mate’, smiles and walks off.

Idea#3

(Man just turns up to a party with his favourite crate of beer) When he gets to the front door he can hear his friends inside complaining about how they have no beer left. He looks through the window and all his friends are throwing around empty cans trying to find a full beer. As he watches the antics inside through the window he opens a beer and watches them run around franticly. He begins to laugh to himself whilst sipping his beer. The camera keeps cutting from the carnage inside, to the man outside drinking his beer. Eventually, his friends see him outside with beer and they run and out and chase him.

Research into Issues & Needs

The target audience for my product and advertisment needs to targeted at an age range of 18 - 30. This is because it is an advert for an alcholic beverage and would not be suitable or legal to advertise it to anyone younger that age. It will primerily aimed at males but the humourous side of the advert will appeal to both sexes.

Standard Occupational Classfication

In terms of 'Standard Occupational Classfication', my target audience would fit under the category C2. I don't think it would be as practical to make a really sophisticated beer advert, and they existing adverts for my chosen beer already meet the requirements to advertise to this section.

Psychographics

The type of person that would consume my product would be an active, doing person with a good social life. You would regularly be able to find them on a night out on a weekend surrounded by friends. Not the kind of person that is resevered and keeps to themself. It's hard to exactly pinpoint a specific person for this product as it is already widely drank by most of the British Nation. However this beer would be reasonably priced making it more appealing to more people, having said that it wouldn't be the least expensive drink at the bar and you wouldn't be embarrased to be holding it.

Geodemography
Like the psychographics, it is hard to say exactly where the most probable people that would consume my product would live. Beer is vastly drank around the world by all sorts of different people. However, if it had to give a vague outline I would say that they would live in a middle class residence, usually in a town or city. Lot's of towns and cities brew there own beer, this would mean that they would be sold around that particular area

Investigation into Legal & Ethical Considerations

When I produce my advert, I will not mislead or insult any of the audience. I will make sure I don't affend anyone and run through the script to make sure it is suitable. I will only put my advert on the T.V after the watershed, this way it will make it harder for younger children to view the advert. Towards the the end of the advert it will be a legal requirement for me to clearly show the www.drinkaware.com website. Every advert advertising an alcholic beverage will include this website somewhere during the advert. My advert will be environmentally friendly, it won't include any harmful allogations towards the environment.

Advert Proposal

The product that i'm going to advertise is Fosters lagar. I'm am going to target the product and my advert at 18-25 year old males. It would be unsuitable for my advert to be targeted at anyone younger than this range as people under the age of 18 won't legally allowed to consume the product. I've chosen to advertise this product because it can be very versitile, many of the adverts I have researched into don't follow a structured advertising guideline. Different adverts for alcholic drinks include the classy Stella Artois adverts and the humorous and cheeky WKD advets. I'm going to make my advert humorous and easy to watch. This will be an appropriate style as it is similar to the one Fosters already use. My production will be shot on a low budget, the entire price of the production will only cost £10. This price covers the cost of the beer and the transport fee for the actors. I'm going to air this advert post watershed on the channels; ITV1, Channel 4 and ITV2. Each of these channles already attract the same type of target audience that my advert will, making them the obvious choices.

Learning Outcome 1

Advertising Ideas

Trainers

This idea is a play on the famous Tarantiono film, Resevoir Dogs. It will show the famous scene of all the gangsters walking down the street in their expensive looking suits with the song 'Little Green Bag'. Whilst they walk the camera is in slow-motion, it pans down to their feet where they are wearing new urban street trainers instead of the predictable black leather shoes.

Fake Tan

Girls dancing around whilst applying fake tan to thire bodies, the song throughout the advert is 'Shout'. It gives an upbeat effect to the advert and makes everything seem happy. All the girls smiling and wearing bikinis, working to good advertising campaign.

Bouncy Castle

Camera starts close up on old people jumping around. As the camera zooms out, the bouncy castle comes into the shot of the camera. Then the slogon 'You're only as old as you feel' ios used in voiceover.

Stella Artois - French James Bond

Form	Unrealistic Narrative - It is a spoof comedy.
Style	Parody, humorous, dramatic, stylish - The advert is humorous because it's a James Bond spoof
Codes & Conventions	Slow camera cuts, fast cuts when running, Bright natural day light, iconic ‘Bond’ suit.
Computer Graphics	Special Effects.
Techniques	It makes the beer seem stylish by drinking it in suits with attractive women around.
Characteristics of Products or Services	This beer stands out amongst other beer adverts by being really suave and sophisticated.
Regulation	States the drinkaware.com advert.

The voiceover used in this advert is used at the end when the pint is being poured and given to the man. A french woman is used for the voiceover, this reflects the origin of the beer and the classyness of the company. There is no dubbing involved with the advert, however with exception to the voiceover, the whole advert is spoken in french. The audience understand what is happening by the mannerisms and facial expressions of the characters. It is unusual for an english televised advert to be in another language but is seems to work really well, and again it reflects the origin of the product. The music being played over the advert is a smooth jazz piece, it regualary changes tempo to keep up with the movements of the characters. At the beggining it very smooth and slow as the man gives the woman a massage. Then another angry looking gentlemen comes and the music begins to speed up. The man falls off the cliff with sharp cymbal sounds as he falls through each set of clothes, then when he lands infront of all the attractive women the music returns to the smooth jazz.

WKD - Pass Me The Drill

Form	Realist narrative - The advert portrays real life situations.
Style	Entertaining, Humorous, Amusing - The character holding drill uses it in an unorthodox manner to make it seem like he is walk like a robot.
Codes & Conventions	Slow cuts. Few camera angles, over the shoulder, tracking. Natural light from window.
Computer Graphics	None used.
Techniques	The humour of the advert reflects the on the target audience of the drink. Making it a party/night club drink for both genders.
Characteristics of Products or Services	Because of its hysterical manner, this alcoholic drink stand out amongst other similar drinks by using quick, funny adverts that audiences can remember.
Regulation	The use of drinkaware.com

The sound used in this advert is very simplistic. It doesn't use voiceover, dubbing or even have its own soundtrack. The only things it has are dialogue, SFX and a jingle. The dialogue only consists of one of the mena asking for the drill, then the other (who remains silent for the advert) turns and does the 'robot' dance over to him with the drill. As he walks he presses the drill to make his movements sound mechanical. Then once the drill is passed the well known WKD jingle comes on to end the advert. As the jingle plays you can hear faint noises of a club or a pub.

Jack Daniels - His Way

Form	Unrealistic Narrative - The advert has been created by using CGI (Computer Genereated Imagery).
Style	Stylish, Mature, Elegant. The advert becomes very sophisticated as it slowly pans accross the bottle and the words light up as they are pronounced.
Codes & Conventions	Only 2 shots, very simplistic. Panning of the whisky bottle.
Computer Graphics	CGI. The use of darker lighting is done by computer graphics.
Techniques	The stylish and suave manner of the advert reflects the style of their target audience.
Characteristics of Products or Services	As the camera pans across the bottle, key words on the bottle are highlighted. This clearly points out elements of the product.
Regulation	A ‘Drink Responsibly’ tag is put on the end of the advert.

This Jack Daniels uses techniques in this advert to make it seem very classy and sophisticated. As the camera pans accros the bottle, the mens voiceover voice describes the story and history behind the whiskey. As he says a word that is written on the bottle, it is highlighted. The music used is very classy and masculine, the guitar rhythm and chord sequnce emphasizes this by being smooth and straight to the point.

Carlsberg - That calls for a Carlsberg

Form	Realistic Narrative - This advert portrays real life situations.
Style	Intimidating, humorous - The adverts humour is generated by the twist at the end of the advert. Everybody in the cinema assumes the men already seated are nasty and intimidating, until they all begin to cheer and offer the couple a beer.
Codes & Conventions	Doesn’t stick to regular conventions of beer adverts. The shots will be used so that people can’t see the camera.
Computer Graphics	The only computer graphics used are at the end where the Carlsberg logo appears and the bottle explodes open.
Techniques	The advert is done as an experiment. Then the humour at the end of it creates a warm feeling for the audience.
Characteristics of Products or Services	It is different from most other adverts of this product, and most other adverts of similar products. But it fits in well with other funny adverts created by Carlsberg.
Regulation	The ‘Drink Safely’ logo appears at the end.

This carlseberg advert uses sound to create a really humorous advert. At the beggining it uses long, organ like chords making it seem like a horor movie. The shots and location help the audience to understand this aswel. The music continues as the scared customers enter the theatre, they then whisper to each other and some decide to not go in due to the brutes sat there. As some of the people take there seats you hear one of the men pop open a carlsberg and pass to the newly seated customer. As they sit down, everyone in the cinema cheers and whistles, then on the screen the calsberg slogan appears. Then the royal carlsberg jingles is used and a carlsberg bursts open.

Task 4

The use of advertising on the television has created great audience demands for products they have seen advertised. People now want to be the first to try new drinks, clothing ranges, video games, music albums and etc. A TV advert gives the company approximately 30 seconds to sell their product to their target audience. So in order to generate interest from you, the viewer, they need to hook you in straight away. For example, an advert for a new car will demonstrate how it is better than their competitor’s models and why you should choose them. Another way of enticing the audience is the type of vocabulary they use throughout. Using the same example, an advert for Jaguar car manufacturers would use words like elegant, stylish, and comfortable to describe the car.

However, companies aren’t always out to look and sound better than competitors. Often you can find adverts, such as Canon, where they are saying that there newer improved product is exceptionally better than previous one. Techniques like this are most commonly found in for mobile phone adverts such as Apple, Sony Eriksson, Samsung etc. Another technique is by using words that make the audience feel better about themselves. For example, shampoo adverts such as Head & Shoulders with claim that there product will ‘make you feel alive’ and ‘rejuvenated’.

Adverts that you see on TV will always try to create something unique so that people will be able to recognise it and easily describe to other people. Word of mouth is a great way for products to become popular throughout the public. For example, one of the most iconic adverts of the last decade has been the ‘Cadbury Gorilla’ advert. The advert purely contains a gorilla sat behind a drum kit playing along to Phil Collins. The advert immediately made a huge impression on the public and instantly became very popular. The success of the advert is down to its simplicity and quirkiness, something that audiences will enjoy. As adverts can easily become a hindrance to programmes the public are viewing, so the creators of adverts need to make sure they are not switched off as soon as they come on. Cadbury understood this and tackled it perfectly.

Cadbury Gorilla Advert: http://www.youtube.com/watch?v=Wy52yueBX_s

Adverts that you see on Tele aren’t always about sales of a product, there are plenty of adverts for charity companies such as the RSPCA, NSPCC or Save the Children. These adverts try to make to audience feel guilty and sympathetic, almost by suggesting that the viewers are to blame for the tragedies and that is why ‘YOU’ should donate a certain amount of money each month. A common feature of these adverts is after the audience has seen the suffering and or trauma of children/animals and told to donate, the audience is then shown clips of what is and could happen if you donate. Then it will cut back to a sad clip to the audiences sympathy still involved.

NSPCC Advert: http://www.youtube.com/watch?v=r6TzoQM3ajs

Fast food adverts from McDonalds, Burger King and KFC generally target their adverts at children. McDonalds regularly involve children in their adverts, alongside their company mascot Ronald McDonald. Clips involved in their adverts also sometimes include play parks and Happy Meals. However, during recent results regarding the healthiness of the food, McDonalds has changed its approach on advertising and now focus on including salads and coffees within in the Tele adverts.

Plenty of adverts have also used catchphrases to make their product memorable. McDonalds use ‘I’m lovin’ it’, Nike use ‘Just do it’ and EA Sports use ‘It’s in the game’. These are just a minute amount of adverts that use catchphrases, this is arguably the most effective advertising technique and that is why several companies include it.

Learning Outcome 4

http://www.unit30advertising.blogspot.com/

Foster’s Advert Evaluation

To begin with I had to decide what product I wanted to advertise. I knew that I wanted choose a product that appeals to someone in my age range and that have existing adverts that are used effectively. After brainstorming through different products I finally decided to advertise a beer, then eventually came to the decision to advertise Foster’s. All of the current Foster’s adverts have made a beneficial impact on the sales of the product. This improvement is after they started using two humorous Australians in the TV adverts; the humour the two men create is what made me choose to advertise Foster’s. I wanted to create a similar style advert with the same type of humour but not completely copy the existing style. I also looked at other beer adverts such as Stella Artois and Guinness, however I opted not to advertise these products because of the existing style of the adverts. Stella Artois contains very suave and expensive props and features in the adverts, whilst Guinness contains expensive computer graphics. Foster’s adverts are created on a lower budget, and in my opinion are more effective.

Overall I’m happy with the outcome of my advert, I managed to create a simple advert that including the casual humour that existing adverts used. I believe the simplicity of the advert is what gives it a professional appearance. The advert only included a few different types of shots, similar to the Foster’s Good Call adverts. To gain a more professional standard I wanted to use a tripod on all of my shots. However, for some of the shots it wasn’t practical position the tripod where I wanted it and I had to hold the camera by hand. I did several takes this way so that I had a range of shots to pick from during the editing process. The shots that I decided to use in final production worked, but the shakiness of the camera is one of the factors that made my advert seem less professional. Due to budget reasons I had to improvise with techniques of lighting the set. The lights I used to begin with made the room look extremely bright and unnatural; this wasn’t the effect I wanted.

After screening my advert to a selection of people, I was then presented with plenty of feedback about all aspects of my advert. A popular part of the audience’s feedback was use of humour in my advert. Thankfully, most people found my advert funny in the context that I was aiming for. I also got lots of mixed feedback about the amount of camera angles. Some people said that there weren’t enough shot types and that it didn’t give the advert enough depth. However, some people argued that the use of few shots worked perfectly and that it gave the advert an ‘easy watch’ factor.