Research into technicalities..
Two Adverts:
For our production it is likely that problems will arise with location, actors, acquiring music and the weather, therefore I’ve begun to research into these technicalities.
Location:
Considering we could potentially be filming in London I began to research into seeking permission from the Borough councils and found out that if we are using hand held equipment and in a group smaller than 5 we should be ok, however we may be asked to stop, which could interrupt our schedule of our coursework, therefore if we choose to film in London it is best that we inform the council. Below is the extract from the website, I also found a Powerpoint displaying the email addresses and telephone numbers for who to phone.
http://www.filmlondon.org.uk/content.asp?CategoryID=1151#bfs
Street filming and public properties
London is divided into 33 separate boroughs and each has its own Borough Film Service (BFS) that deals with filming requests for all Local Authority managed locations (e.g. streets, estates, commons, town halls, some schools, shopping and leisure centres etc.)
Filming in London
There are no laws to prevent anyone filming on public streets, however it is an offence to cause an obstruction or to place materials on the highway without an appropriate licence. In theory a small crew (5 people or fewer) using a handheld or tripod camera should be able to film on the street without obtaining permission, however legislation in this area is open to interpretation and if the Local Authority is not aware that you will be filming in the area there is a chance that you may be asked to stop.
- From this research, I now know that although we can film in London without permission it is best to email the appropriate person so they know and have the opportunity to give us printed permission to do so, just incase we are asked to stop as it could interfere with our schedule if we are unable to film when we want to.
- Following location scouting in London we now know that we must inform the Royal Park Police and gain their permission, Elliott took it upon himself to find the email address for them and Amber emailed them, once they have replied we can act apon their reply as to whether we need find another location or setting a date to film.
Music:
So far we have one potential idea for Bisous, this is ‘Bird Song Intro’ by Florence + the Machine, I found this song and felt it suited the atmosphere we wanted to create for this advert as its peaceful and adds a slightly feminine feel to it, I showed this to the group and they felt it was appropriate. However in accordance to the brief we must use un-copyrighted music unless we gain permission from the artist or acknowledge them.
So with this I began to look into who owned Florence + the machine by looking on her website http://florenceandthemachine.net/ and found she was owned by Universal Island Records http://www.islandrecords.co.uk/ once on their site I tried to find an email address, however instead I found they were owned by ‘The Creative Coporation’ therefore these are the people to email, I found their email address and will send them and email requesting that we can use the track and am further awaiting response.
This is the email I sent to contact@thecreativecorporation.co.uk :
Dear Sir or Madame,
I am writing to request permission for the use of ‘Bird Song Intro’ by Florence and the Machine. I would like to use it for my A2 Media Studies advanced portfolio, for this I am creating two TV adverts, a radio advert and a web pop up with three other members of my class. We feel this song would create the appropriate atmosphere for our perfume ‘Bisous’ and would be most grateful if you could grant us permission to use it. Our intended audience for this will be the examiner and our fellow classmates only and we will acknowledge your company and Florence and the Machine within the video. If you have any further interests in our coursework project, please feel free to view my blog, where I have posted our planning and research. (kimriw@wordpress.com)
Thank you for your time.
Yours Faithfully
Kimberley Grant
(10th November) Since sending this email I have not recieved any further information from this company so when it comes to editing our footage will have to ensure that the artist is acknowledged.
For our second advert- Lost and Found, Christina began looking into what music we could use, we all decided we wanted it to be instumental and felt that Adele- Hometown Glory would suit well, in order to use this track we must buy it and also acknowledge the artist in our footage. (More investigation into this can be found here: http://christina1200.wordpress.com/2009/10/03/further-research/)
Props:
Another Technicality I have noticed they may cause us problems is, although we have a location for Bisous, we do not have the dressing table which pays a part in the scenary. The main problem in this matter is: to buy a dressing table would be expensive (especially the type we are looking for), transporting the dressing table to somone’s house would be expensive and what we do with the dressing table after the advert could cause problems, however a potential solution to this is to use either a table or boxes with a cloth over the top and then we can hang a mirror on the wall and that combined with clever camera angles could possibly disguise the fact we do not actually have a dressing table.
SMART Targets
In order to complete our coursework we have to create SMART targets these should be Specific, Measurable, Achievable, Realistic and Time based. By condensing down my previous post including my deadlines we have created these which are posted on all our blogs:
Specific – Decide task from G324 advanced portfolio
Measurable – Required to be finished before progression is made.
Agreed-up – It must be done in order to progress onto coursework.
Realistic – We are capable of completing this task.
Time specific – Within lesson
Specific-Create the product that we want to advertise and give it a brand name
Measurable-The product will be created and a brand name will be given to it
Agreed upon- Its achievable because we need to do it in order to meet the assignment brief
Realistic-We have all the resources we need to design and create a product
Time specific- This will be done between the week
Specific- Come up with creative ideas for each aspect of coursework.
Measurable-We will have created 6 ideas for the advert , of which we will choose two , and several ideas for both the radio advert and web pop-up , in which we can present to the class
Agreed upon-The whole group believes that this is a necessary in order to progress on our coursework
Realistic- We have all the resources we need to come up with creative ideas
Time specific- This will be completed within the first two weeks
Research- Perfume Analysis
26th Septemeber 2009
Perfume advert analysis:
With our decisions for our adverts, I decided I should narrow down the types of perfume advert that I analysis, our audience is for females and males aged between 21 and 25 that are sophisticated and brand concious, I also tried to find perfumes adverts similar to the type of advert we want to create.
First of all I found ‘Eternity Moment by Calvin Klein’ this is similar to our idea 5 of Lost and Found, it used the black and white theme, with two lovers in a city and shows a serious of flashbacks to convey memories.
This advert uses black and white not only to create a sophisticated effect but to represent the male and female differently, Scarlett is show in white which creates connotations of innocence, whereas the man is show in suits and generally black, however this is not shown to represent evil but to make him seem powerful and bold. The advert begins with a close up of Scarlett and the man going in for a kiss as a voice over plays saying, ‘Just one moment can change everything’. The music then intensifies, the music is of voilins, drums and a piano which adds a slightly dramatic and pacey tone to the advert. The story then seems to play in reverse so that it goes back to begining of the story so the audience can see what leads up to the ‘Moment’, once the advert gets to the bit where the couple meets it then plays the footage forward to the ‘Moment’ where another voice over plays, ‘Eternity Moment the new fragrance by Calvin Klein’. Throughout the advert Scarlett is shown as an aspirational woman, she is shown in just jeans and a vest which shows her carefree side, yet she is also shown in a gown which shows her elegance. Whereas the man is shown in a suit and casual jeans and t-shirt, this shows him as manly and also sophisticated. Most perfume adverts use sex or the body to sell it, this advert also does this, the couple are seen on fresh white sheets kissing, this is done in an innocent sentimental way, which just subtley adds to the advert instead of making the advert all about sex. This advert finishes with a caption screen displaying the bottle and name of the perfume, this is done so that the audience will be enticed by the footage and then the bottle will be memorable, therefore it is easier for them to go into the shops and buy it. This advert was only 30 seconds long.
Following this I looked for an advert which advertises both a male and female version of the perfume, for this I chose XX and XY by Hugo Boss.
This advert features Jonathan Rhys Meyers and a brunette woman, they are situated in a boxing ring, there is an establishing medium shot of each of them, the woman is dressed in a black dress which denotes power and Jonathan is in a suit, however it isnt formal yet it is black so he is also powerful just in a more laid back way. They then advance towards each other, in these shots you can see the lighting used is artificial and comes from behind them, at the end you realise that the colour of the lighting behind them actually demonstrates continuity from the perfume bottle, as the man has blue tinted lighting and the woman has yellow tinted lighting . They then break the conventions of a boxing ring as the audience would expect them to have a fight however they actually begin to dance, the music played is quiete fun and the way the actors behave gives it a flirty edge which is carefree. The advert ends similar to the Calvin Klein advert with the caption screen displaying each of the bottles whilst a voice over speaks, this advert is also short and only consists of 22 seconds.
Although this advert isn’t nescessarily about perfume, it is made by a brand who also produces perfume. I chose this advert as it is similar to our idea for Bisous By Patelli, we want to use the same lighting effect that is seen here as she walks past the windows which are drapped in net curtains, in some shots the woman looks powerful, however in others she looks innocent, for instance when there is a side view of her face and the light is on her face she appears feminine and innocent. This advert switches between colour and black and white, the black and white gives it a fresh feel whereas the colour gives it more intensity and power. Throughout the advert there is a narrative voice over which tells a story about the girl and her make up this builds enigma code within the advert as the audience wants to know what the voice over is talking about. This advert is also slightly longer than the other two I looked at as this one is a minute long.
Christina also analysed three perfumes (http://christina1200.wordpress.com/2009/09/30/research-into-perfume-adverts/) and combined with my three analysis’ we noticed the following reoccuring themes:
- There is either really bright lighting which gives it a fresh feel or dark setting which gives the perfume a powerful and mysterious
- In black and white adverts they tend to use blonde females as their hair creates more of a contrast
- Men tend to have dark hair, I presume this is because it makes them appear more bold and the streotypical ‘ideal man’
- Most of the adverts appear to tell a story about the actors, this is to make it more appealing to the audience so that they can put themselves in the shoes of them
- The perfume is mostly displayed by a caption screen and voice over at the end of the advert
- The advert is usually between 30 seconds and a minute (as it will be on TV)
- They mainly use smooth quick cuts between each frame, this is so you can follow the story also other editing techniques such as fading to black arent really required
- All the adverts except for the Chanel make up one and Calvin Klein- Orange display some form of chemistry between the actors this supports the theory that sex sells in adverts
- There is a range of camera angles, however the medium close up or long shot is frequently used to show the location and setting, they use close ups to display chemistry between the actors
- The music is used to create an ambiance for the advert it goes in sync with the type of story they are trying to tell, for exemple the ‘Eternity Moment’ uses sophisticated romantic music which builds with the story, the CKin2u and XX and XY uses playful music but also shows the chemistry between the actors this music plays throughout and only the voice over plays over it.
With these results we can apply this to the production of our two TV adverts and even further research into how to get certain lighting effects like seen in the Chanel advert, also we can see how to edit the ‘hide and seek’ story. We now know how long to make our advert and how our actors should look e.g for Lost and Found our female must have blonde hair whereas in Bisous we have the option of a brunette or blonde, however our male needs to be brunette, the adverts have also given us clues into how to dress our actors- a suit for the man and a smart dress for the female and in Bisous the woman can be dressed in her partner’s shirt.
1st October 2009
In this lesson we all continued our research and created our SMART targets (these have been published in a different post). Following this we had a group meeting where our teacher told us although it was a good idea to research our own aspects of the package it meant that the rest of the group was left in the dark as to what we had found, with this advice we decided it was time to apply roles for the production of the adverts these were as following:
Producer: Me, in this role I will be in charge of booking equipment, ensuring that all forms are filled in before we can begin to shoot, that the actors know when they are required, I will also have to check the weather forecast so that we know its a ‘safe’ day to film for continuity reasons.
Camera Woman: Amber, She will be in charge of all filming and making sure everything looks right, she will also say whether the lighting is right for the scene.
Director: Christina, she will ensure that the story boards are followed and that the actors are positioned correctly for each shot, she will be in charge of telling them how to behave and checking that continuity is displayed throughout.
Editor/Sound: Elliott, he will edit the final product and finding the sound for it, also if we require any sound within the shoot he will record it for us.
We also assigned role for the Pre-Production and these were as follows:
Designing the Brand (Font, label style etc.)- Elliott
Designing/finding the perfume bottle- Amber
Casting: Group
Location Scouting: Group
Writing the narrative/script: Christina
Creating the story boards: Me
Filling in forms e.g personal release and health and safety: Me
Photographing the perfume bottles/location/actors: Christina
Finding Music:Elliott
Audition Posters: Elliott and Christina
Despite these specific roles, we will require the opinion and help of the other group memebers, for example we will all need to agree with what Elliott chooses for the brand logo, when I create the story boards I will need to get Amber’s opinion on what camera angles she wants to use in the footage and although Elliott will find the music we will all have to agree that it is the right music.
We also decided that although Amber is completing the main research on Radio Ads and Elliott is doing Web Pop Ups and Christina and I are doing the TV adverts research that we should all do a bit of reseach into the other aspects so that we can have some basic knowledge of what it entails.
Further to this we assigned specific research topics to each other these were as following:
- How to take pictures of glass- Christina
- Sex in advertising- Elliott
- How to make a good tv advert- Amber
- Perfume smells and investigating into technicalities: Me
Web Pop Up
The purpose of a pop up is to attract web traffic or get email addresses, they are usually generated by JavaScript or Adobe Flash. There are 5 types of web pop ups- Pop over which is an animated graphic, they do not have a window so it is hard to exit them, Hover ads are created by dynamic HTML this is so that they can get round pop up blockers, Banner ads are normally an animation with sound so that you know they are there, you click them then they take you to a website, a pop under which opens underneath your current browser so it doesn’t intterupt your current work, pop up is a typical advert or text box that opens when you enter a website as is a pop over. However not all pop ups are bad some installers and forms will open in the form of a pop up so it does not interfer with your current work.
Radio Advert
They say that radio advertising is the best form or advertising as you cannot close your ears, many people listen to the radio in the background so even if the audience isn’t listenning intentively they will still hear your advert. In research conducted into ads (http://radioproduction.suite101.com/article.cfm/how_long_is_a_radio_commercial), they found that 45 seconds or more is the most effective however the main convention is to make it as long as you need to get the message across but if it’s too long , make two. Also the more times you mention the brand the more effective it is. In the 5 I’s are used by the RAB when judging adverts these are:
- Listener Involvement
- Brand Identity
- Brand Impression
- Information
- Integration of the brand with other media.
With the use of all these a successful advert is created.
Perfume Scents
There are three parts to a perfumes scent theres are; the top notes which are immediate after application, the middle notes which emerge after the top notes fade, middle notes are often used to disguise the impression of the base notes which bring depth and solidarity to the perfume, these usually appear 30 minutes after application.
There has been 2 ways of group perfume scents:
Traditional 1900:
- Single Floral: Dominated by one flower
- Floral Bouquet: Containing a combination of many flowers
- Amber: Vanilla , flowers and woods
- Wood: Dominated by woody scents- agarwood, sandalwood and cedar
- Leather: honey, tabacco, woods and tars
- Chypre: bergamot, oakmoss, patchouli, labdanum
- Fougére: Lavender, courmarin, 0akmoss (mens fragrances)
Modern 1945
- Bright Floral: Single floral + floral boquet
- Green: Lighter more modern version of chypre
- Aquatic Oceanic, ozonic: Clean, modern smell (used to accent floral, oriental and woody fragrances)
- Citrus: Citrus-y fruit newly improved
- Fruity: not citrus fruits though- peach blackcurrant, mango, passion fruit
- Gourmand: ‘edible’ like scents- vanilla, tonka bean and courmarin
Fragrance wheel 1983
This came up with five standards families- floral, oriental, woody, fougére and fresh.
Research
24th septemeber 2009
Today we presented our ideas to the class, in general we recieced good feedback and people seemed to like our ideas, however they did raise the issues about how some of our intentions were a bit unrealistic, such as idea two as it didn’t work well with the current weather conditions, also how if we chose idea three we would have to ensure we kept it ethical and tame, also for idea 5 we would need to gain permission to film in london, but a good name was suggested for this perfume- Lost for the men’s version and Found for the women’s version.
With the results of our presentation we decided that idea 6 would be the best as it is simple yet effective and finding a location wouldnt prove too difficult, however at the moment we are divided as a group for the second tv advert as we cannot choose between 3 and 5, we feel they both have the potential to be good adverts, however they both have little flaws such as ensuring the actors for idea 3 appear older than 18 (at least) and gaining permission to film in london could prove difficult.
We’ve also decided that for the web pop up we will do a ‘Win! with Patteli’ offer to support the idea of the radio advert in which we intend to use the same concept so it shows continuity.
With this Christina and I will begin to research into perfumed adverts aimed at men and women over 21, Christina will look into the lighting and sound, whilst I will focus on the mise-en-scene and camera angles, since for the preproduction I intend to create the story boards so this will help me know what to feature in each frame.
Christina’s research can be found on christina1200.wordpress.com
Elliott is going to begin creating mock ups for his web pop up and begin research into methods of creation, he will posting this on his blog- elliottbasselliottbasselliottbass.wordpress.com
Amber has already done most of her radio research which she has posted on her blog- ambermediaharlow.wordpress.com
Audience:
As a group we decided that our audience is for the over 21′s to 25 age range and are brand conscious. We decided on the different types of people who would buy each perfume-
Lost: This man is a confident, striking and self assured man, he is playful and assertive, he knows how to get what he wants.
Found: This woman is a sauve woman of the world, however lives a hetic life so tends to neglect the romantic side of life, however she is still searching for her soulmate.
Bisous: This woman is feminine and fresh, she is enchanting and innocent.
Resesarch- Potential ideas :)
After the summer break we returned to college and began our coursework since receiving our grades the dynamics of our current group changed; Rosy left therefore we combined groups with Amber Robinson and Elliott Bass. The reason why we combined with our two new team members was that we felt Elliott would be useful when creating the Web Pop Up seeing as he is currently studying ICT for one of his A levels and the course involves Elliott creating a website which will prove helpful to the completion of this coursework, also his editing skills he used are of value.
Last year Amber chose the print option for her coursework this will be of benefit if we need to use Photoshop as she will have prior knowledge and experience in which we can use, she also studied Film Studies for AS level as a result of this her skills she has developed within the production of video footage such as camera use, sound and lighting mean that we will use her to film footage for her as last year out camera work was a weak area within our coursework.
With this change we rearranged the roles within the group, Christina and I have taken control of the 2 TV adverts which means we will do the research for this and assign the roles for pre-production, production and post production, Amber is in charge of the Radio Advert so she will research this and assign roles related to this production, as will Elliott for the Web Pop Up. We thought that it would work well this way as we are all in charge of our own specific areas and we can ensure that the rest of the group participate in each area of the coursework also this saves each person doing 3 lots of research as it’s unnecessary.
First of all we started by thinking of potential creative ideas we had already decided to name our perfume brand ‘Patelli’, simply by fluke when we were trying to think of a name before the summer and Rosy tried to turn Christina’s last name into a perfume brand adding an I which adds a posh designer connotations to the perfume, also in a voice over its a word thats easily manipulated and can be made to sound sensual.
We started with the TV advert first, we already had some vague ideas on what we wanted it to include. The ideas we came up with were as following:
- A woman is in a dull area of london, she stares down into some water, the camera pans down and as it pans back up a cross fade allows us to change location to the countryside where the woman is free and she spins round in happiness. A voice over plays that says, ‘release yourself’
- A male chases a girl through a meadow, he has stolen her perfume and as he teases her she chases him, he then disappears so she looks around for him, he then jumps out of no where and they fall to the ground playfully, there is then a caption screen of the perfume bottle
- A man and woman appear to be searching in London, this is shown through a series of parallel editing, they then find each other on a bridge and there is instant chemistry. This idea could potentially be filmed in black and white.
- A man and woman are on a bed and appear to be engaging in a play fight, the woman then reaches out for a perfume bottle, this is either on the bed or in a draw she then sprays it on her chest which he smells in a sexual manner.
- In a light airy room with the window open and a netted curtain blowing in the breeze a woman sits at a mirror applying her make up and perfume, a man emerges from behind her and kisses her on the cheek . The name of this perfume would be Bisous as in french it means a kiss and it goes with the femine feel to the advert
- A male comes out of the shower into a bedroom with just a towel on he goes to the mirror and applies the cologne a voice over then sounds- ‘Bare by Patteli, because you don’t need to wear anything else’.
We then proceeded on to the Radio Ad, this one was more restrictive as there aren’t as many radio adverts for perfume to take inspiration from, however we came up with a list of ideas:
- A real life story of a satisfied customer
- Music with a slogan
- A competition in association with Patteli (for a launch)
- A scripted commentary to the perfume
The web pop up proved even more difficult as we felt it needed to show some continuation from the tv advert, but we came up with the following:
- A high brightness
- Material background with the perfume bottle on it
- Related to the perfume tv advert, e.g sounds and materials
- A competition with Patteli
- Free sample
- A share option featured
Elliott then transfered these ideas into a power point that we could share with our peers next week so we can get feedback and a bit more direction into which idea will work the best.
Creative Ideas Presentation (the slide show but it is missing the last two slides)
http://docs.google.com/present/view?id=dhnxpm6q_19nfjjpsd9&autoStart=true&loop=true
Deadlines
In response to the deadlines we came up with as a class, I decided it would be best to come up with a list ( that I could add to as more jobs came up) that each task involved at each stage, therefore we could assign people within the group to each aspect.
Summer–> 27th October 09- RESEARCH
TV Advert
- Theorists
- Analyse perfume adverts (mise-en-scene, lighting, sound, camera, editing, representation, location)
- Perfume bottles
- Audiences and the market (?)
- Methods of creation/stages of creation
- What forms need filling in
- Research into potential locations (France)
Radio Advert:
- Research into a radio station/recording studio
- Listen to perfume adverts and note the techniques used and style they are presented
- Representation
- Audience
- Method of creation (equipment needed etc.)
- Advert length
- What forms need filling in
Web Pop-up:
- Method of creation (codes and programmes to use)
- Audience
- Where Pop-ups are found (history of pop-ups?)
- Background/Basic knowledge
- If forms need filling in
- Research into the different types of pop-up
27th october–>10th November- PRE-PRODUCTION:
TV Advert:
- Creation of perfume (bottle, slogan,type of image we want to portray)
- Story boards
- Scripts
- Location scouting + scene shots
- Casting actors/models
- Mock up scenes
- Booking location (if abroad- tickets)
- Booking equipment (camera, mics, lights etc)
- Book actors/models
- Finding music
- Filling in: personnal release, location release, risk assessment forms etc
- Pre-visual/ rehearsal
Radio Advert:
- Transcript
- Casting (if needed)
- Creation of narrative
- Book location to record in
- Book equipment (mic etc)
- Draft/ rehersal of recording
- Trip to radio station/recording studio?
Web Pop-up:
- Equipment/program
- Mock up- drawings
- Slogan/Wording creation
- Draft Pop-up
- Scheduling time to create
10th November –> 9th February 2009- PRODUCTION:
TV Advert:
- Film two TV adverts
- Camera Shot lists
- Someone needs to be in charge of: filming, lighting, sound, mise-en scene, continuity, caring for the actors and responsible for the equipment
Radio Advert:
- Record a Radio advert
Web Pop-up:
- Create a Web Pop-up
9th February –>9 March 2009- POST PRODUCTION
TV Advert:
- Editing the footage
- Adding sound tracks/Voice overs
- Taking stills
- Post production forms (editing list)
- Publishing work (YouTube)
- Feedback from peers
Radio Advert:
- Editing
- Post production forms (?)
- Publish work
- Feedback
Web Pop-up:
- Test the pop-up
- Publish work
- Feedback
9th March –> 23 March 2009- EVALUATION:
All Items:
- Evaluate each product (can relate to synergy)
The next step is to assign roles to each member of the group, it has already been decided that Rosy is in charge of the TV adverts, therefore she will research them, Christina is in charge of the radio advert, so she wil research that and I am in charge of the Pop-up so I will research that. 
A2 Research and Introduction :)
For the completion of our a2 coursework section of the media course, we were given the ocr specification which showed us we had thirteen options to choose from ( heres a link to the site: http://reniermedia.wordpress.com/?s=ocr+a2 ) our teacher then recommended we worked as a group as each task involves a lot of work for just one person to complete, therefore I chose to work with Christina Patel once again as I felt this was a successful combination last time and I feel I work well with her and also Rosy O’donnell as she has experience with Photoshop and I also get on well with her, the reason our group will work well is due to the previous experience we gained through the AS tasks, Christina and I chose film, however we took different routes within the production, she was responsible for camera, script and any Photoshop work, whereas I was production manager and was in charge of ensuring the production went ahead and we had all the vital bits we needed to complete the task, such as the equipment, actors and keeping realistic deadlines for each part of the production. In the AS tasks Rosy chose the print route, therefore she developed her Photoshop skills, these will be of benefit to the group as she has more knowledge than me and Christina, so if we need to use the software, she knows what she is doing, also with the print route, Rosy will understand how to make the production more visually attractive for the audience.
In response to the brief we found three ideas which were of interest to us, these were:
- An advertising package for a new product or service, to include two TV advertisements, together with two of the following three options:
•
a radio advertisement;
•
a TV programme sponsorship sequence;
•
a web pop-up.
Or.. - A promotion package for a new soap opera, to include a TV trailer, together with two of the following three options:
•
a listings magazine front cover featuring the new soap;
•
two hyperlinked webpages (with video extract) for the soap’s website;
•
a poster for the soap.
Or.. - An extract from a new documentary TV programme, lasting approximately five minutes, together with two of the following three options:
•
a radio trailer for the documentary;
•
a double-page spread from a listings magazine focused on the documentary;
•
a newspaper advertisement for the documentary
The reasons we considered each of these ideas were due to the creative potential each one held, they all seemed interesting, however the advertisement package appealed the most and also to add to this, Rosy and I had studied adverts in our English Language lessons, so we knew the theories behind a good advert. Although the other ideas caught our interest, they didn’t provoke as many ideas as the advert one, therefore we chose not to explore them further and began to discuss our potential ideas for each aspect of the advertising pack.
We decided to advertise a perfume, one for a female and one for a male, this way our TV adverts would have different target audiences, however our product would still be aimed at both sexes, we still havn’t discussed the radio advert fully so do not have any specific ideas for that as of yet, we also decided to make a pop up, however we need to find someone to show us how to make it, but once shown we were considering having the sound of perfume spritzing and then it having the slogan and a ‘free sample’ hyperlink. We then discussed who should be in charge of what, I decided I would be production manager once again and I would cast and scout locations for the filming of the advert, however Christina would be in charge of researching into different aspects of the TV adverts, whereas Rosy would be in charge of the creation of the product, we decided it would be a good idea for us all to have completed some basic research into the conventions of adverts and our target audience etc.
To beging I feel its best to mention the theories I learnt in english about the effect of adverts and how they are successful. Firstly it was Charles O’neill who said that adverts feed on weaknesses and vulnerabilities and materialism, e.g they make you believe if you do not purchase their product you will become ugly, they also demonstrate groundless expectations, which means they display that society always expects the media norm and people who do not conform to this image aren’t ’normal’, further to this point adverts are used to define beauty, this is what makes them powerful, people who view the advert will want to look like the model used therefore they buy the product.
For an advert to work Norman Fairclough said that the text producer should create relations which their text reciever, through this the institution will come through as one person addressing the audience, this is known as a synthetic personality and this makes the advert more personal and persuasive . Another way adverts are successful is by understanding the ’member’s resource’ of their target audience, this means that the producer should understand the cultural and cognative knowledge the audience already have about that product, for example if you use a famous figure the target audience, should know who they are and their relevance to the product, otherwise the use of a famous person will not have the same effect.
