Research purposes

Evaluation of final TV advertisement

1- Is your Advert fit for purpose? 

•  The brief was to make a 30 second chocolate advert, which is to be aired in a primetime slot to make the product more aware to the audience. This has to appeal to a newer audience as well as keeping the older audience attracted to the product. Yes our advert meets the brief as we have made the advert 30 seconds, we have also made it appeal to a newer audience, by using a young couple walking through a park, this targets a newer audience and also the older audience due to the content of the actual advert and how the audience can relate to being in a relationship and having a rough patch.  Yes I believe that our re branding of the time out advert appeals to a new audience due to the couple being interracial it is something that newer audience can relate to as you see more interracial couples now, this also appeals to a newer audience due to there being a couple itself as more people are in relationships from a young age, this is shown at the time code 0:04 where the couple are walking in the park linking arm.

2- Clarity of communication? 

•  My partners and my self pitched our ideas through a presentation slide show which showed, what our actual idea was what things we was going to use in the advert (the content of the advert) and also why we decided to use these things in this advert to get the newer audience but also keep the older audience engaged in the advert also. This is shown at the time code 1:12 of the pitch video. We pitched our ideas to one of our media teachers so that they could gather all the information about how we was going to re brand the chocolate advert and make it our own, and also what content the advert was going to have and what type of effect we was going to make the advert have on the different audience.I feel as though our idea's were conveyed effectively as we explained why we chose certain techniques and conventions, we also gave examples of what parts would have what, for example at the time code 0:08 in the pitch we spoke about what we would use each conventions for and how we would use them.

3- Appropriateness to audience compared with original intentions? 

• Our advert appealed to the intended target audience by having a young couple walking in a park. This
  
  appealed to the target audience as young people normally watch television at primetime, which means by seeing this advert they will be engaged as soon as the advert comes on they will see something that they can relate to being in a relationship this has been shown at the time code 0:08 where the couple are shown arm in arm speaking. This makes it relate to the audience because they could have linked arm in arm with a friend or boyfriend or girlfriend before. The different shot types that we included were as followed. We used the ring and the ring box as a prop to give the audience more information about why the girl was so shocked and surprised during the advert.
• close up - This was used to get the different reactions of the couples faces for example at the time code 0:12 where the girl is shocked about the boyfriends proposal. Another example is at the time code 0:24 where the boy just picks up the chocolate and eats it and walks away like nothing happened.
• low shot - This was to give the audience the idea that the boy was fine with everything as he just left the ring and chocolate and walked over it. Shown at the time code 0:28
• establishing shot - This was used to set the scene for the chocolate advert and get the audience engaged from the beginning as the couple walks into the establishing shot before it cuts to the next shot.
• pan - This was used to follow the couple whilst they were walking to make the shots flow together rather than look like they were all separate shots. Shown at the time code 0:03
• tilt - This was used to show the boy picking up the chocolate so once again it does not just look like the chocolate went from the floor straight to his hand. Show at the time code 0:20

4- Effectiveness of techniques? 

•  Throughout our advert we used several technical camera and editing language. This is shown at the time code 0:01Where the establishing shot at the beginning goes into a pan of the coupe walking, this was done to make the couple come in to the scene straight away to establish that the advert is about them. Another example of this is at the time code 0:28 where the is a low shot of the boy walking over the chocolate bar and the ring, this was done to show the audience that the boy does not care about being rejected. An example of the technical editing language that we used, was throughout the advert there is an effect that makes the corners of the shot look a bit darker than the actual shot and the middle looks normal, this has been done to give the advert a more romantic feel and also to set the scene for the viewers. Another example is at the time code0:02 - 0:05 where we use 3 shots to make it look like the the scenes is continues, this has been done to make the advert seem more like a short film and to engage the audience into watching the advert to find out what happens to the couple. The audio formats that we used were a voice over at the time code 0:27 where the slogan of the advert is read, this has been done to give the audience a feel of the advert and not just reading it. We also used jazzy music throughout the advert to give the advert a more romantic feeling from the beginning, however at the time code 0:21 the music gets more upbeat when the boy eats the chocolate bar after being rejected.During the advert we only used one graphic, this graphic said the slogan of the chocolate bar "everyone needs a time out". This was shown at the time code 0:29 which was the last shot of the advert (pack shot) this was so that the audience can remember what the advert is and what it is about. We chose to use these certain things so that the advert can be more romantic for the views and so that the views can also relate to what is going on in the advert. The impact this had on our final product was that it added more of a romantic feel to the advert and that it was simple but effective in the style that my group was trying to achieve.

5- Effectiveness of content? 

• Our advert which was filmed in the style of a short movie, was about a couple that are walking through the park, when the boy then decides to propose to the girlfriend, who then rejected him gave him the time out chocolate bar and walked away, the boy then picks up the chocolate bar eats it and walks away like nothing had happened, our advert kind of ends on a cliffhanger as it is just the boy walking away, this could make the audience excited to see if there is another part to the advert coming. The couple walking through the park at the time code 0:01 would engage the audience as we used self perception which means the audience can relate to what is going on. Yes it meets the brief as we have attracted a newer audience as we have made a 30 second advert which is to be shown on and has to suitable for primetime, which I think my group and I have done successfully through the idea of having a couple.

6- Effectiveness of conventions?

• One convention that we used in the advert was music, this music jazzy style music was played throughout the whole of the advert, to add more style and life to the advert as without the music there would just be silence. Another convention we used was humour as at the end of the advert the boy just acted like nothing happened and everything in his life was good. A final convention we used was dramatic as when the boy proposed the girls reaction was very dramatic and his reaction to her giving him the chocolate bar was also dramatic. The impact that we wanted the music to have on the advert was to link all of the shots together to make it look like a short love story so that there is not just silence. The impact that we wanted the humour to have was for the audience to laugh at how the girl rejected the boy by giving him a time out bar to say we need a break. Final the impact that we wanted the drama to have was for the audience to be hooked on to watch the rest of the advert to find out. The impact that those conventions that we used had the impact that we imagined it would had as people laughed at the rejection and the reaction to the rejection and also felt that the music mad the advert more of a story as it goes from quite soft to quite upbeat. 

7- Impact of work? 

•  Our advert has a positive message and this is shown at the time code 0:19 where the boy picks up the chocolate after being rejected eats it and walks off like nothing happened, this shows a positive message as it says to the audience no matter how bad the situation by eating this chocolate bar you will feel happy and better about your self and the situation that has occurred.I think our advert has a positive message as the message that we portrayed through the advert was that even though you have had a rough day or you are in a bad situation the chocolate bar will make even the worst situation better. This was explained in our pitch at the time code 0:10 where Connor spoke about it the chocolate bar making an situation better. Yes both older and newer audiences can relate to the advert, as most people or 90% of the audience has been in a relationship with someone that they have really liked, this is shown at the time code 0:02 where they couple are walking in the park by the lake. They can all relate to it as they must have also been in a situation that was difficult for both of them this is shown at the time code 0:14 where the girl rejects the boys proposal.

8- Technical qualities? 

• The filming and editing process was quite successful as we managed to film the whole advert in one day. The editing went very well as we did not have to re-film to fill any gaps or re-film to change the way a shot looked we just had to cut some things down and add some effects on to the shots to make it look more romantic. Our group did not face any major problems as we were very organised as a group which meant that everyone knew what they had to bring and where to meet and what role they was playing in the production of the advert , the only small problem we faced was that after we filmed we decided that the day we filmed some of the footage did not come out as planed. To over come this we filmed on a different day and checked all the footage as we went on so that we knew which shots where good and which ones we could just do again.As stated above there where no major problems that the group and I faced which meant that we did not have no problems to overcome.

9- Aesthetic qualities? 

• How did the advert look in terms of characters, settings, costumes etc? In terms of characters the advert looked good as the characters played the part of a couple quite well by acting natural and not trying to force it to look to much like a couple so by just linking arms and speaking to each other it made the advert look more realistic. In therms of settings the setting of the park with the lake made it more romantic as the lake was in the background with all the flowers on the side etc show at the time code 0:02 and also made it more dramatic for the audience to watch. From using the characters and the setting I feel that it did give a clear feel to the advert as the audience can tell that the advert was romantic from the beginning, dramatic in the middle and then humours at the end due to the boy not caring that he just got rejected.

Time Out Advert

Production Log 4

What progress did you make since your last entry?
Since my last entry we have edited a rough copy of our advert without music or graphics, so far it looks good in style and in pace and it looks like how we hoped it too look like.

What logistical challenges did you face and how did you overcome them?
One problem we faced was whilst looking through the clips we realised that one of the shots did not come out the way we liked, this meant that we had to go and re film that bit again the next day during our free period.

What technical challenges did you face this week and how did you overcome them?
The technical challenges that we faced this week was that the music that we tried to chose would not download, we solved this by trying several different websites to download the song and then ended up being able to download it, another issues we had was that the music would not go on to final cut which then meant that we had to delete it and download it again from a different website.

What targets do you aim to achieve before your next entry?
By my next entry i would like to have edited the advert fully with music and graphics and the voice over. I would also like my teacher to check the advert to see what we can improve on in the advert and to also see if we need to re film anything that needs to be re filmed or change any shots that do not look good.

Production Log 3

What progress did you make since your last entry?

Since my last entry, we have filmed the whole of our documentary with several different shots, so that we can chose which shot looks the best and fits in with the advert the best.





What logistical challenges did you face and how did you overcome them?
The challenges that we faced was that when we first initially went to film we filmed all the the scenes we could without the chocolate as no one bought the chocolate bar, so we then decided to film on the weekend, the weather had changed from when we first filmed which meant that we had to re film the whole thing so that the weather looks the same, as our advert is supposed to be on the same day, we also ended up changing some of the shots and changing to the other side of the park.

What technical challenges did you face this week and how did you overcome them?
The technical challenges that we faced was that when we thought it was recording it did not record some of the shots, luckily for us we had to film on another day which meant that all the shots we did not get the firs time we could get the next time, whilst looking at the storyboard checking off the shots that we have done.

What targets do you aim to achieve before your next entry?
By my next entry I aim to have edited the whole advert as a rough edit to see what it looks like and if need be go and re film or change some of the transitions from the shots, and also look for the background music for the advert and make sure that it suits the adverts style.

Production Log 2

What progress did you make since your last entry?
Since the last entry I finished all of my pre-production work, we also managed to get everyone else side to the pre-production done which meant that we could show our teacher and make sure everything was ok for us to go and film during half term.

What logistical challenges did you face and how did you overcome them?
The challenges we faced this week was due to exams someone in our group was not in which meant that we had to wait until the person was back to get the storyboard fished and completed so that during the half term we could film and make sure that everything was filmed for the following week after half term. Another challenge that we faced was that the storyboard had to be re drawn as we changed a part of advert to something else w
hich meant that it had to be drawn out again and the order had to change for somethings as well.

What technical challenges did you face this week and how did you overcome them?
One technical challenge that i face was that the risk assessment was deleted from my computer, i overcame this by re doing the risk assessment again as it was not something that i found difficult or hard to do.

What targets do you aim to achieve before your next entry?
By my next entry our targets are to have filmed the whole advert over half term, with several shots and different angles and shot types of the same scene so that when we edit we can have a variety of different shots to chose from to make the advert look the best it possibly can.

Production Log 1

What progress did you make since your last entry?

With this being my first entry, I have started
on the pre production work that was evenly shared between my group, this including doing location recci, cast list, crew list, risk assessment, etc. This then has to go onto my blog and I also have to get the other pre-production work from the rest of the group, for example the storyboard.

What logistical challenges did you face and how did you overcome them?

There was not a lot of challenges that were faced due to the fact of me doing computer pre-production work, however the one challenge that was faced was that as the storyboard was not complete i was not able to do the voice over script due to not having how long the shot would be with the voice over, over it.


What technical challenges did you face this week and how did you overcome them?
There were no technical challenges faced this week as I was only completing pre-production work on the computer.

What targets do you aim to achieve before your next entry?
By next week I aim to have finished my side of the pre-production work, (Voice over script, Location Recci, Crew List, Cast List, Risk Assessments) so that it can go on our blogs, and we can get it checked so that we can start filming for the advert.

Research Log

Risk Assessment Form

Production Schedule

Prop List

Crew List

Cast List

Location Recci

Goodmayes Park

To get to this location from Romford or Chadwell heath, the crew and cast will need to get the 86 to Goodmayes station and walk 10 minuets to the park.

Voice Over Script

Storyboard

Pitch Powerpoint

Pitch Video

Pitch Reflection

How well did you carry out and apply you audience and product research?
As a group I feel that we carried out the research very well as we asked them what they would like to see on the packaging of the bar and also what there favourite chocolate bar is and have they ever heard of the bar that we will be making an advert for, however I do believe that we should have given out the audience questionnaires to people who are outside of our school so that we could have gathered a wider range of information about the type of audience that we are aiming towards. When looking at the product research we done I thought that we done quite well as we managed to find the ethos of cadbury's, we also managed to find out about the chocolate branding and how it has changed and also a previous advert for the time out bar.

How well did you present you research/idea?
I feel that we presented our idea and the research that we done very well. We used powerpoint to present our idea and we also made it very visual with more pictures than words. Whilst explaining certain slides we would state where we found it from and we would also go into more detail of how we would show this in our advert. I felt that throughout the presentation myself, Connor and Darren all helped each other when someone got stuck on a slide or forgot a piece of information, I felt as though this made everyone in the group more confident during the presentation as if they did forget something then someone was there to back up the things that they was already stating.

How could you improve your pitch in terms of a)content - In terms of content I feel that I as an individual could have improved on the slides that I had to read out, I felt as though I could have explained them in more detail and related them more to the advert and more to how we was going to use things in our advert. I also feel that I could have said more or helped more during the presentation when people in my group got stuck on certain slides. b)research - In terms of research I feel that we should have gathered more information from our target audience and not just in school but outside of school as well so we could have had a variety people in different areas instead of just the one. I also feel that we should have gathered more information about the product it self, so more about the slogan and why we chose the slogan that we did.
c)presentation - In terms of presentation I feel that I could have been more open whilst speaking and also speaking at a steady pace, as at the beginning whilst describing the content of the advert I felt that I was quite shaky and speaking quite fast which meant that my words got muddled up and I had to start the sentence again. I feel that as a group at the beginning of the presentation everyone was quite nervous which meant that people was speaking quite fast and messing up what they was saying, we could improve on this by trying to be more relaxed at the beginning and slowly ease into the presentation without trying to rush it.

Advertising Standards Authority and Ofcom

1.What is the background of ASA?
In 1961 ASA was started and advertisement was controlled by legislation. In 1988 they introduced control of misleading advertisements regulations, this provided ASA with legal backing from OFT (office of fair trading). 2010 and onwards, the system of ASA are continuing to develop based on the principles that adverts should not mislead, harm or offend.

2.What is the role of the ASA in the regulation of advertisements?
The role of the ASA is to act on complaints made to an advert, to continuously check the media so that they can take action against adverts that are misleading, harmful or offensive. If ASA judge the advert to have broken one of the codes, the advert must then be withdrawn or "amended" and the person who created this advert must not uses that approach again. Here are some of the adverts that ASA cover - 

• Magazine and newspaper advertisements 
• Radio and TV commercials
• Leaflets and brochures 
• Cinema commercials 
• banner and display ads
• Ads on CD ROMs, DVD and video

3.What is the legal standing of the ASA in relation to Ofcom?
Ofcom established a co-regulation partnership between themself's and ASA in 2004
The ASA can refer "problematic" broadcast advertisers to Ofcom. Ofcom can then fine or revoke their licences. Ofcom has the overall sign-off on major changes to the code, the ASA is responsible for setting out the code, but has to refer the broadcasters to Ofcom for futher action if need be.
Ofcom manages The code on the scheduling of television advertising

4.What are the procedures of the organisation?
The ASA regually checks adverts in all media, conducting surveys by sectors to see where there is adverts that are not following the codes set out.
Consumers can then complain via internet or telephone call if ASA covers that adver, ASA will then asses if the advert has or has not breached the codes, if there seems to be a problem they will look at in more detail.

5.What are the key parts of the code governing food  and soft drink advertising and children and advertising that you think will be important bare in mind your advert?
CAP codes -

• 32.3 - Do not be misleading during the advert - I can not say in the advert that my product can give you super strenght or make you smarter unless it has been sceintifially proven.
• 28.6 - Adverts promoting 'junk food' or confectionary products will not be allowed on children's television - I can not promote my advert on a channel such as Cbeebies or Citv, as you can not show confectionary adverts on children's channels under the age of 10

The ASA rules forbid any advert to encourage poor unhealthy lifestyles for children.
Whilst making the advert i can not aim the advert to children only as it could encourage them to go out and eat the product or start eating unhealthy 

6. 4 Adverts

Nesquik Hot Chocolate 

Video content - Asda's own bran milk labels for Nesquik hot chocolate, showed the price of the product at asda and showed an image of the bunny from nesquik stirring a cup of hot chocolate. There was text that said "for a great start to the day". 

The ASA ruling was that the advert encouraged poor nutritional habits in children from saying "For a great start ti the day". Also ASA stated that the promotion of the advert was irresponsible as it ran during a peridod when Asda's own branded milk with the sugar swaps change 4 life logo was being promoted. This breached CAP codes 15.2 and 15.11 , and was upheld.

Special K Multi Grain Porridge

Video content - The advert said "new special k multi grain porridge, a delicious blend of oats, barley,rye and delicious berries. With 30% less fat than most other porridges." There was then text that was on screen that read. "At least 30% lower than average fat content of most porridges." 

The ASA ruling was that the advert had nutrition claim of 30% less fat than most other porridges. This breached Cap codes 13.4 13.4.1 12.5.1 and 13.5.3 all to do with health or nutrition claims , and was upheld. 

The Enfield Haunting 

Video content - Broadcasted on ITV 8:45 Saturday. At the beginning of the ad text read "Based on real life events" The advert then showed someone in bed shown on CCTV which went fuzzy and the light bulbs were then shown exploding in the living room, then two girls where shown hiding under the bedsheets and one said "It's inside the room"

The ASA ruling was that 37 viewers some of which have children, stated that the advert should not have been shown around that programme (Britain's Got Talent) as it is a family programme and has been inappropriately scheduled. This breached CAP codes 5.1 and 32.1, and was upheld.

Rogue by Rihanna 

Video content - The advert started with a poster of the perfume on the doors of a lift in a shopping centre, this had a picture of Rihanna on the floor with her leg raised against the large bottle of perfume. 

The ASA ruling was that the advert was overly sexual and demeaning to women and also it featured sexualised and provocative image which is inappropriate for children to see. This breached CAP code 1.3, and was upheld.

Audience Grid

Form

Form 

Realist Narrative

• The form that is being shown is realist narrative. This is being shown throughout the advert. One example of this is shown at the time code 0:04 where both generations are waking up for bed. This form has been done to make the audience be able to relate with the advert, in the sense of everyday life, so they are in similar situations.
• Another example is at the time code 0:07 where they are all eating breakfast. This also has an impact on the audience as they can relate to doing these things with there partners or families in the morning.
• A third example at the time code 0:12 where they are going to work and one is riding and the other is in a car. This has an impact on the audience as they can relate to being stuck in traffic on the way to work, or also riding there bike to work on a sunny day.
• All of these have been done to make the audience want to buy the product more as they can relate to the advert, and what the people are doing in the advert.

Anti-realist Narrative

• This is an anti-realist narrative advert due to what is taking place in this advert would never happen during a regular day. This is shown at several time throughout the advert. One example is at the time code 0:03 where everyone is in different coloured suits to represent smartie's having a normal life. This impacts the audience as it gets them interested in the advert due to how fake it actually is. 
• Another example is at the time code 0:12 where all the other colours run away from the blue one and lock themselves in a smartie's box. This impacts the audience as they wonder why they are running from the blue one and also how impossible it is due to them locking themselves in the chocolate box.
• This has been done to draw the audience to watch the advert and also so that it will be stuck in there heads, as it is an advert that is not what you see on a daily basis, which will mean that the adverts will stay in the audience's head for quite a while.

Animation

• This Milky Way advert uses animation throughout the whole advert. This is shown at the time code 0:00 where both cars are at a red light waiting for it to go green. This has been done to show the viewers that can tell that the chocolate bar is not a boring one and that it has a bit of fun to it. 
• Another example is at the time code 0:10 where the red car is eating through the donuts sign. This is to show that the advert has a funny side to it, which shows the audience that the chocolate bar is for fun people to eat. 
• The advert has been done in animation to make the audience of all ages know about the product in a jokey way without having to say everything about the chocolate bar, also by doing the advert in this form it makes the audience laugh witch will mean the advert will stay in there heads.

Documentary 

• This skittles advert uses the form documentary and this is shown throughout the advert. One example of this is at the time code 0:04 where there is an interview with a women. This impacts the audience as the adverts message of the product is easier to perceive during the time the advert is on. 
• Another example is at the time code 0:54 where they are showing the mans life after being struck by a rainbow. This has also been done to tell the audience what the product is like what the product is like without making it so obvious. 
• This form has been done to tell the audience what a certain product is like in a different form of advertising, so that they can be locked into the advert, and also never forget the advert as it is one of the only ones that they have seen like that.

Talking Heads 

• This Aldi advert uses talking heads throughout just to tell the audience about the product. One example of this is at the time code 0:06 where the old women is speaking about what orange juice she likes. This is done to give the audience a real persons opinion of different products. 
• Another example is at the time code 0:08 where she holds up the Aldi orange juice and says you can see the bits. This is done to show the audience that the other product is just as good as the first one for a cheaper price.
• These talking head adverts are done to give the audience a variety of opinions on a certain product before they buy it as it gives them satisfaction to know what other people think of a product.

Stand Alone 

• This M&M advert is a stand alone advert as it is the only type of advert like it.
• This is shown at the time code 0:02 where the brown m&m is seen to be smart and sophisticated, another example is at the time code 0:16 where the red m&m takes off his "clothes".
• By using this stand alone advert it make the audience remember the product as it would have been a funny advert that they have not seen before and will only see for a short time. 

Series

• The Tesco Christmas adverts are series adverts, as every advert is leading up to Christmas and then about new years eve.
• At the time code 0:11 they are speaking about the situation that has to be solved. Then at the time code 0:38 the advert ends with them walking away.
• By using series adverts it keeps the audience looked into to find out what happens in the next advert, or what are they going to be shopping for in the next advert, or what will the be searching for or racing to find in the next advert. So it keeps the audience engaged as they want to find out more about the advert and what happens in the following ones.

Style

Style 

Humorous

• The style that is being shown in this advert is humorous. This is shown at the time code 0:10 where the man starts to dance after he has eaten the sweet. The impact that this has on the audience,is that from watching the advert after eating the sweet you will have energy to just start doing a crazy dance.
• This is also shown to be humorous at the time code 0:24. Where the words "full on". This is humorous because there is other people dancing with this man. This impacts the audience as they will now believe that with that sweet you will be full on with a lot of energy until it is finished. 

surreal  

• This is a surreal advert due to the events that take place throughout the advert. An example of this is at the time code 0:02 where one of the rugby players come in the middle of the huddle and show some haribo's. This is done to imediently show the audience the product and what the advert is about. 
• Another example is at the time code 0:07 where the men start speaking but have voice's like little children. This is surreal as you would never think that grown men that play rugby would have voices like this or sound like this. From doing this it also makes people speak about the advert due to how funny and surreal the advert actually is.
• This has been done to keep the audience engaged to the advert due to the humour of seeing grown men speaking with children's voice's saying what there haribo sweet was like and how good it tastes.

Dramatic

• This extra gum advert has used the style dramatic to keep the audience engaged to the advert. This is shown at the time code 0:02 where there is depressing music being played showing a girl with her friends. This has been done to make the audience watch the advert to see what product is being advertised.
• Another example is at the time code 0:10 where the girl drops her books and the boy helps her. From this the audience can tell that it is a love story type advert, but still would watch it to find out what product is being advertised.
• A third example of this is that throughout the advert the couple go through different situations. This has been done to show the audience that throughout your life and any situation, Extra gum will be with you throughout all of them.
• A final example of this is at the time code 1:50 where the extra gum packet is shown on the screen with a wrapper and a drawing of a man purposing to the women. This has been done to show the audience what the product is but to also say that with extra gum you can find your match and settle down. This also impacts the audience as the advert was so dramatic that they would not forget that advert.

Parody 

• This advert uses the style parody right from the beginning. This is shown at the time code 0:08 where the gorilla from the cadburys advert is shown on the screen. This has been done to make the audience think that it is an advert that they already know.
• This is also shows parody at the time code 0:01 where the music is different from the original cadbury advert. This has been done to get the audience thinking about what advert this is, and what the advert is about. 
• A final example is at the time code 0:43 where the drums have no sound and the biscuit comes up on the screen with the plug. This has been done to show the audience what the advert is actually about, this will also get people speaking as they will say how the Chips Ahoy advert hijacked the cadburys gorilla.

Codes & Conventions

Codes & Conventions  Part 1

Advert 1 - 

Camera angle & Shot 

• At the beginning of the advert there is a establishing shot being used. This is shown at the time code 0:01 where there is a establishing shot of a stadium, which is filled with people with dust and smoke on the ground. This has been done to set the scene for the advert and to make the audience wonder what this advert is about.
• Another shot is a close up. This occurs at the time code 0:24 where there is a close up of the man's face with a statue type women who is pointing at him. This has been done to show the audience that with whatever product this is the women will be pointing at you in grace, whilst you walk the streets.
• A third camera shot that has been used is a long shot. This happens at the time code 0:26 where the man is facing towards the crowd with god like people bowing at his sides. This is to show the audience that if you have this products that you are higher than the gods and that the gods will bow down to you whilst you are wearing this product. 
• A final shot is a close up. This has been done at the time code 0:30 where the man is standing facing the camera with a trophy on his shoulder. This shows to the audience that when you wear this product that you are a champion and you are a winner at everything and with everyone. 
• This has all been done to make the audience buy the product more by making them think that if they have this they will be champions, gods and the women will be over them due to how nice they smell.

Iconography 

• At the beginning of the advert there is an arena. This is shown at the time code 0:01 where there is a big arena with a crowd of people. By showing this to the audience they can see that it is like a normal arena filled with thousands of people, like a concert or a football game. 
• Another piece of iconography is the rugby players. This is shown at the time code 0:15 where you see the rugby players running behind the man. By showing this to the audience they can see that it is like a game of rugby game that is going on behind the man.
• A third piece of iconography is the Greek gods. This is at the time code 0:26 where the man is facing towards the crowed and the god like people are bowing at his sides. By showing this to the audience they can remember seeing the gods and also learning about the gods.
• A final piece of iconography is when the man walks into the changing room. This is shown at the time code 0:39 where the man walking into the changing room with the trophy. By showing this to the audience they could relate it to a football game where the players going into the changing rooms. 
• This has all been done to make the audience by the product as they will feel like a player of the game, and that they will win at the games that they are playing.

Editing 

• Throughout this advert the editing pace is quite fast. This is shown at the time code 0:01 - 0 :02 where is changes from the side of the man to the back, this is also shown at several other parts in the advert. This has been done to show the audience that whilst you have this product you will have a fast paced life and you will not need to wait on anyone as you go on your own time.
• With the editing there is jump cuts throughout. This is shown throughout the advert. This is done to tel the audience what is happening during the advert, and to make them aware of whats going on in the advert.

Lighting 

• The lighting is very bright. This is shown at the time code 0:04 where the man is in the center with a close up and the light is right on his face and everything that is behind him is quite dull and not as bright. This has been done to show the audience that whilst they have this product they are the center of everything, whilst everything in the background is quite dark.
• The light is quite dull. This is shown at the time code 0:02 where the man is walking through the tunnel, the light is only shining on the back of his body and not the front. This has been done to show that whilst you have this product you do not need to be seen to be heard.
• The low key lighting. This is shown at the time code 0:24 where there is a close up of the mans face. This is done to extenuate the mans muscles, and to also show silhouette to make it more mysterious.   

Sound

• At the beginning of the advert there is the sound of the crowd. This occurs at the time code 0:01 where the man is walking through the tunnel towards the arena. This has been done to show the audience that whilst you have this product you are able to fill out a whole stadium by yourself, so it gives them courage and confidence to do anything. 
• Another sound that is made at the beginning is the pictures being taken. This happens at the time code 0:03 where the camera people are taking pictures of the man walking towards them. This has been done to show the audience that whilst wearing this product everyone wants to take pictures of them. 
• Another sound is the lights turning on. This is shown at the time code 0:11 where the man is walking out and the lights turn on when he walks out. This has been done to show the audience that they will be the center of attention whilst wearing this product as all the lights will be on them and the lights will only turn on when they walk into the room or arena.
• This has all be done to make the audience want to buy the product more as they will feel famous whilst wearing this product as everyone will want to take pictures of them and all the lights will be on them so they will be the center of attention all the time.

Music 

• Throughout the advert the song "power" by Kanye West is playing. This has been done to show the audience that with this product you have the power to do anything anywhere. This makes the audience want to buy the product more as they feel like they will have the power to accomplish anything that they want to.
• Another point is that from the music being Kanye West 'power' it shows that it is targeted at a younger target audience.

Computer Graphics 

• One computer graphic that is used is Invictus. This is shown at the time code 0:20 where the man is in the middle of the shot with the words 'Invictus' behind him with smoke. This has been done to show the audience that they are undefeated in what they do, this is shown from the way the man is standing and also the fact that the word Invictus is behind him.

SFX 

• One special effect that is used is the two giant women. This is shown at the time code 0:09 where there are two giant women who look like goddesses standing behind the man looking down. This has been done to show the audience that once you have this product that you will get goddesses coming for you and looking at you.
• Another special effect that is used is the cement men. At the time code 0:16 there are cement men running towards the man but then he flings his hands up and they break into pieces. This has been done to show the audience that no man can touch you or beat you whilst you are wearing this product.
• A final special effect that has been used is the giant women. At the time code 0:22 there is a giant women who is sitting in the smoke pointing at the man walking away. This has been done to show the audience that whilst wearing this product you are the main person that everyone is looking at and the main person that everyone care's about.

Advert 2 - 

Camera angle & Shot 

• Establishing shot is the first shot used at the beginning of the advert. This is shown at the time code 0:00 where the boy has come to pick up his date and he is looking at the new car that is in the drive. This has been done to show the audience immediately what the advert is about.
• Another shot is an over the shoulder shot. This is shown at the time code 0:17 where there is a shot over Kevin Hearts shoulder showing the back and the side of the car. This has been done to show the audience what the rest of the car looks like and also what it looks like when it is being driven. This has also been done to advertise both products, which is synergy between Samsung and the car.
• A third shot is a close up. This is shown at the time code 0:19 where there is a close up of the smart watch on his hand saying car finder. This is shown to tell the audience that with this new car you can track it if you are at home and someone else is driving it of if it is stolen you are able to find it.
• A final one is tilt down. This is shown at the time code 0:24 where the camera is tiling down at the car. This has been done to show the audience what the car looks like next to other cars and how nice it looks in a different light. 
• Theses have all been done to make the audience want to buy the car more due to how nice it looks and also that you can track the car with your smart phone or smart watch even if you yourself are not driving the car.

Iconography 

• Going to the movies. This is shown at the time code 0:20 where the boy and girl are in the movies watching a film hugging. This has been show to show the audience that with this car you can do the regular things you want to do when you go on a date. 
• Another one is going to the fair. This is shown at the time code 0:25 where the boy is trying to impress the girl by winning her the teddy bear. This has also been shown to the audience so that you can go to regular places on a night out and that you can also go to more than one place in one night with this car.
• This has been done to show the audience that with this car you can do several things in a night, and also that you can do regular things with a date or friends with this car.
• Kevin Heart is also an icon. Kevin heart is shown throughout the advert. This has been done because he makes family films and the car that he is advertising is a family car.

Editing 

• The editing of this advert is quite slow. This is shown at the time code 0:04 where the shot does not change until Kevin Heart stops speaking. This is done to show the audience that with this car you do not need to go fast to have a good ride you can just take life slow and be relaxed.
• The editing is also been done for comedy value by using jump cuts throughout the advert it makes it more entertaining for the audience. This is shown at the time code 0:22 where Kevin Heart pops up behind. This has been done to make the audience laugh and add humour to the advert.

Lighting 

• synthetic lighting is used on the car. This is shown at the time code 0:24 where the car is packed in between two cars, where the cars next to it look dull and boring, where as the one in the middle looks new, smart and clean. This has been done to make the audience to think that the car looks better than other cars and that is a more sophisticated car than others around it.
• The cars natural headlights. This is shown at the time code 0:32 where the car is being driven and the headlights are on and are shining bright. This had been done to show the audience that the headlights of the car is very bright so that if you are ever in a dark place you will be able to see far. 
• This makes the audience want to buy the product more as they will be able to have great headlights and also they will have a car that looks nicer than most cars that people are driving.

Sound 

• Voice over. This is used at the time code 0:46, where it say "car finder in the new Hyundai Genesis" whilst the boy is driving the girl home. This has been done to tell the audience the the features that the new car has that the other ones previously did not have.
• Sound effects. This occurs at the time code 0:53 where Kevin heart is locking the car and the boy jumps as he is scared of Kevin Heart. This has been done to show the audience that you can lock your car from a distance and also that it has a sound when it locks so you know that it is locked. 
• This has been done to make the audience by the car more as it has new features that will save you from searching for your car when you have parked it or if someone has stolen it you can find it quicker.

Music 

• Throughout the advert the instrumental to 'another one bits the dust' was playing in the background. This occurred throughout the advert. This was done to show to the audience that with the car all the other cars are no match so they all bite the dust as they can not catch up or match the physical state of the car.
• This makes the audience want to buy the car more as they will have a car that no other car will match due to the technology used and the physical look of the car.

SFX 

• One special effect used in this advert is Kevin Heart on the helicopter. This is shown at the time code 0:39 where Kevin Heart is trying to stop the boy from kissing his daughter in his car. This has been shown to tell the audience that once one person has seen this car they will want to follow you around to see what the car is like and what you can do in the car. This has also been used for the comedy value for the audience watching.
• This makes the audience want to buy the car more as the car will be a head turner and people will do anything to look at the car and find out what it does that another car does not do.

Research Methods

Advertising Techniques

Target Audience 

• Age - 25-35
• Gender - Both
• Interest - Chocolate 
• Location - Uk 
• Ethnicity - All 

Class & Socioeconomic Group 

• From the advert the socioeconomic group is from A-C1 This is shown throughout the advert with the different people being used in the office's. 

Audience Appeal

• These techniques (self perception) have been used with this certain audience for personal identity and also for social relationships. This has been effective on this target audience as at the time code 0:01 where it is the shot of the office, most people in that age group work in an office or in a place that has an office, so the can personally identify with that shot that is being shown. Another reason why this technique works with this target audience is that the fact that at the time code 0:02 where the man is going to eat the chocolate most people that go to work have eaten a chocolate at there desk which ties back into personally identifying with that scene. A final point of how this technique works with this target audience is that at the time code 0:11 where several people start coming on the scene that ties in with social relationships as the people that work in the office can share the fact that they eat Cadbury's chocolate bars on there lunch break.

Target Audience 

• Age - 6-36
• Gender - Both
• Interest -  Sweets
• Location - Uk 
• Ethnicity - All

Class & Socioeconomic Group 

• From the advert the socioeconomic group is from A-C1 This is shown throughout the advert with the different people on the platform on route to work, we can see this from the way they are dressed.

Techniques 

• The technique that is being used in this advert is humour, this is shown throughout the advert at several different time code. An example of this is at the time code 0:04 where the adults have baby voices. Another example is at the time code 0:16 where they are saying what each of there sweets taste like in the baby voices aswell. This has been done to make the adueince laugh at the advert and also to remember the advert.

Audience Appeal

• The line of appeal that I have stated to have been used in this advert has been used for social relationships and personal identity. With social relationships, the time code 0:09 this shows that from eating the haribo's or from someone having a packet of haribo's everyone gets along and speaks. This also shows social relationships as people at work or with friends and family with speak about or share haribo's together. With personal identity at the time code 0:01 everyone can relate to being at a train station, either going to work or going outside of the UK, this shows personal identity because the audience watching the advert can relate to the adverts settings.

Target Audience 

• Age - 20-30
• Gender - Female 
• Interest -  Chocolate
• Location - Uk 
• Ethnicity - All

Class & Socioeconomic Group 

• From the advert the socioeconomic group is from 

Techniques 

• The technique that is being used in this advert is a hidden message. This is shown throughout the advert as they do not state how good the advert actually is. An example of this is at the time code 0:16 where she opens the bag and the galaxy bar is in the centre of the bag. Another example is at the time cod 0:51, where she is sitting in the car opening the bar of chocolate.

Audience Appeal

• By using a hidden message as a line of appeal makes them be able to personally identify with certain parts of the advert for example when she is sitting in the bus, people can relate to that. Also by using Audrey Hepburn's face in the advert it shows the audience that it is a more feminine chocolate and that with that chocolate you can get men to drive you around when stuck in traffic. The weather also adds to the effect as it says that the chocolate brings sunshine and light to your life when you have it or when it is been eaten.

Target Audience 

• Age - 35-50
• Gender -  Male
• Interest - Health 
• Location - Uk 
• Ethnicity - white 

Class & Socioeconomic Group 

• From the advert the socioeconomic group is from C2-E. This is shown during the advert as the man looks quite old and is at the park with his children.

Techniques 

• The technique that is being used in this advert is fear and solution to a problem. Fear is shown throughout the advert. An example of this is at the time code 0:07 where the man goes to make the cigarette but when he opens the packet it is his insides. Another example of this is at the time code 0:13 where the man is putting the blood and guts into the paper. A third example is at the time code 0:19 where he puts the cigarette in his mouth and then spits out a bit of guts. A final example is at the time code 0:26 where it is a graphic saying 'search smokefree for free quitting support.

Audience Appeal

• By using fear and solution to a problem as a line of appeal for this audience it makes them be able to personal identify with the advert due to what is going on in the advert where the man is taking his children to the park, and when he starts to the roll the cigarette up at the time code 0:13. The weather in the advert is quite dull and dark as it adds to the fear of the advert as people that smoke will go out in any type of weather, also by having the sky look so dull and dark it can relate to what is happening to there lungs every time they smoke a cigarette. The voice over is also monotone to state the facts and she also says you so she is directly addressing the audience this then shows that this advert has a overt message to the product that is being advertised as they are giving you all the facts about the product.

Target Audience 

• Age -  20-45
• Gender - Both 
• Interest -  Charity 
• Location - Worldwide  
• Ethnicity - All

Class & Socioeconomic Group 

• From the advert the socioeconomic group is A-D. This is due to the fact that the charity are trying to get all the people from the socioeconomic groups that work to try and get the to give money to the charity.

Techniques 

• The technique that is being used in this advert is concern, this is shown throughout the advert. One example of this is at the time code 0:06 where there is a little boy drinking dirty water from the swamp. Another example is at the time code 0:10 where there is a close up of the little boys face. A example is at the time code 0:14 where it is a graphic saying he has no choice. A final example of this is at the time code 0:18 where it is a close up of the baby drinking the dirty water.

Audience Appeal

• By using concern as a line of appeal it makes the audience be able to find out information about what is going on in a different country, and also it shows what they can do to help. From the examples that I used this makes the audience concerned as to what is going on in other country's. From the the long take close ups this also makes the audience feel extra sorry for them as the close ups are making the audience feel more sympathetic for the children that are drinking the dirty water. From this advert the message is a very open one as there are very blunt as to what is going on and what has to happen to stop this or to resolve this issue.