Sarah's Blogs

Advertising techniques
http://unit30advertising.blogspot.com/

 

LO2

3 Ideas  

1.       A long table, a line of different bowls, sound of cereal pouring in, see box of weetos, see people eating it ( range of people), person 1, yummy delicious, person 2, ooo crunchy, person 3, it’s a chocolaty punch, person 4, and its wholegrain wheat too, person 5, with added vitamins and iron. Reads WHEETOS GOOD FOR ALL THE FAMILY!

2.       Dad trying to make a nice breakfast, rushing around, little kid walks in grabs box of weetos, dad looks confused, child says “ Silly Daddy” reads weetos everyone loves them!

3.       Man running down road, looks like he is in a panic, runs towards a girl, says I love you, as the girl is about to say I love you to, he grabs his box of weetos and walks off.

Script

Diegetic kitchen sounds (banging and crashing)

Dad goes to the door

Male voice shouts “Kids breakfast is ready”

Walks back into the kitchen

Diegetic Sound of toast going into toaster

Diegetic sound of bacon sizzling

Diegetic sound of eggs cooking

Banging and crashing trying to turn off cooker

Male voice “hmmm”

Children walk in

Grabs cereal

Little child’s voice “silly daddy”

Dad looks confused

Child walks over to table with cereal

Sits down

Sound of cereal being poured

Sound of milk being poured

Sound of spoon being put into cereal

Childs voice “mmmmm”

Male voice “weetos everyone loves them”

Research issues and needs

Standard Occupational Classification;

Group B (Middle management, teachers, creative and media people e.g. graphic designers), and C1 (Office supervisors, junior managers, nurses, specialist clerical staff – white collar) would appeal to this product. They would appeal to this product more than the others because of the price range it’s not expensive however not cheap, it is a middle price so aimed at these categories, another reason is that this cereal is aimed mainly at kids and families.

Psychographics; the most suitable categories would be the ideals this is because it suits the target audience and the interests and lifestyles.

 Geodemographics;

·         Location – Accessibility

·         Demographics- Health

·         Socio-economics and consumption- industry

·         Financial measures-directorships

·         Property characteristics-housing age

·         Property value-property sales

 Age and gender; families with young children around the age of 6-17, applies to both male and female.

The advert with be played during children and family shows such as icarly, spongebob squarepants, Phineas and ferb, Victorius, as well as films on 5 it will be on all terestrial tv and the majority of freeview, sky and virgin media. It will be played between the hours of 7am and 7pm, approx 12 times per day, the reason i have chosen these channels is because it is attracting familys who are most likely to buy the product, i have chosen to play it between these precise times because it is the most likely time for both children and adults to be awake and watching tv, mainly before and after school.

LO1

Task 1:
Trainer Advert Idea
- Resevoir dogs style, a man walking up to screen, the music from resevoir dogs in the background and the man points to his shoes.

Fake Tan Idea
- Jump girls, girls in bikinis running around applying fake tan to each other, makes the people happy, finishes with a close up on the bottle of fake tan so that the audience is aware of what they are wearing.

Bouncy Castle Idea
- Old people jumping up and down, camera pans out to see the old people jumping on the bouncy castle, slogan reads "your only as old as you feel"

Task 2

Weetabix

Form	Anti-realist narrative
Style	humorous, surreal, dramatic
codes and conventions	Camera angle ( most common angles are mid and close up, the footage is mainly straight on however it sometimes switches to the side to show the bears or to show the dancing in a better angle for the audience to see.) shot ( 43 different shots ) Editing (the editing is very simple and has no extreme edits within it.) Lighting (the lighting is natural for the first 8 seconds until the curtain is opened and the light shines through it then goes back to a natural lighting at 51 seconds.) Music/sound (The sound represents the meaning of the advert very clearly, it shows a fast beating pace which represents a large amount of energy, this is what the creates are trying to show within the advert)
Computer graphics	Special effects (SFX) crunching on the cereal
Techniques	Compassionate about the dancing, cereal gives her energy to dance
Characteristics of products or services	Benefits offered; tells the audiences that with this cereal you will have the energy to do anything. Selling proposition (USP); That the cereal will give you higher energy to any other cereal. Lifestyle appeal; The adverts shows that the main targeted audience is children. Brand identity: wholesome, universal appeals to all.
Regulation	Advertising Standards Authority (ASA); Ofcom

Coco pops

Form	anti-realist narrative,
Style	humorous, surreal, dramatic or parodic
codes and conventions	Camera angle, the camera follows the cereal around the kitchen it has many different angles mainly panning angle. shot,( 15 shots) editing, the editing has been cut so that it looks like the camera is following the cocoa pops around, this makes the advert look magical because of the way that they move around. Lighting, the lighting stays the same throughout the advert, it is natural lighting. Sound, sfx of cocoa pops moving around. Non-Diagetic sound only. Music, there is no music features in this advert however lots of sfx.
Computer graphics	Special effects (SFX) (Mainly sfx throughout the advert, Non-Diagetic sounds are created throughout the advert.)
Techniques	Hidden and overt messages; ( Cocoa pops and milk make a bowl full of fun)
Characteristics of products or services	unique selling proposition (USP); you will have a lot of fun and will be happy while eating this cereal. lifestyle appeal; Mainly appeals to young people by the way that the advert has been edited and produced. brand identity: fun, entertaining and tasty.
Regulation	Advertising Standards Authority (ASA); Ofcom

Form	anti-realist narrative, animation,
Style	humorous, surreal, dramatic or parodic
codes and conventions	Camera angle, shot,21 different shots Editing, clever editing using zooms into go to a different location and switch characters. Lighting, the lighting stays quite natural but changes depend if he is inside or outside when outside it gets slightly lighter. Sound, Vocals by a young boy, comedic song. Music, Backing track for the vocals of the young boy.
Computer graphics	Special effects (SFX) Bowls and spoons clattering together,
Techniques	Compassion, singing the boy is compassionate about singing. Social position shows different types of social positions.
Characteristics of products or services	Benefits offered; a great taste. Advantages over other similar products; the best flavour. Unique Selling proposition (USP); you will love the taste of this cereal Lifestyle appeal; Anyone Brand identity: appeals to anyone universally
Regulation	Advertising Standards Authority (ASA); Ofcom

Form	Anti-realist narrative
Style	humorous, surreal, dramatic or parodic
codes and conventions	Camera angle, Panning angle shot, 17 different shots editing, simple edits lighting, lights beem when something amazing or out of the ordinary happens other than that its quite natural. sound, Diagetic, SFX, speaking, small vocal sequence. Music, Short song from 13 seconds.
Computer graphics	Special effects (SFX) money sound, doorbell, car horn.
Techniques	Hidden and overt messages; Anything can happen if you eat this cereal. solution to a problem social position; Youngsters.
Characteristics of products or services	benefits offered; Your dreams will come true. unique selling proposition (USP); everything you have ever wanted will happen. lifestyle appeal; youngsters brand identity young people who want to change there lives.
Regulation	Advertising Standards Authority (ASA); Ofcom

Task three

Advert 1. (Weetabix)

This advert only has a small amount of voiceover it starts at 55 seconds, Ends at 1.00 minute. The voice over reads, “new Weetabix chocolate spoon size, fuel for fun.” It is short but gives out only necessary information and does not drown the audience with a heap of information. The advert has a fast paced backing track, it sticks with the features of the advert, the music is very important, without it the perception that the producer is trying to get across would not be given. Small amounts of SFX are used in the advert, Birds in the background are used to create a morning effect and there is a dropping sound at the end when the teddies hit the ground at the end of the dance.

Advert 2. (Cocoa-pops)

The advert has a small sequenced jingle at the end, a little girl sings “Cocoa pops and milk make a bowl full of fun”, this small jingle and the person who is singing puts across the idea of who the target audience is , and how the cereal is going to make your life more fun at breakfast time. This advert is mainly SFX, the sound of the cereal running along the surfaces and creating its own music, gives the audience the effect of realistic narrative although the likeliness of the advert actually happening is anti-realistic.

Advert 3. (Frosties)

This advert is a jingle; the advert is created by a young boy singing about the greatness of his cereal, he tells everyone that it is for anyone. The way that they have created this advert puts across that the cereal can be eaten by anyone anywhere and is the best, the catchy song attracts the audience and the song gets stuck in there head so that the advert is unforgettable. The advert has a small amount of SFX for instance at the beginning of the advert you can hear the sound of machinery put in by SFX, Then at 5 seconds you hear an alarm that shows the boy has woken up, this is when he starts his jingle.

Advert 4. (Reese’s puffs)

Voiceover is used to introduce the advert, a man creates the voiceover reading “Amazing things can happen when you taste Reese’s puffs.” At 17 seconds you hear the voiceover man again this time he is telling us more about the cereal that is being advertised. This advert has music from 13 seconds when the band is introduced, the music then continues throughout the rest of the advert. SFX are used throughout the advert, at 5 seconds there is a sound of something amazing happens, at 8 seconds there is a sound of a car horn, at 9 seconds there is a sound of a car door opening, at 13 seconds the sound of the doorbell goes, and at 27 seconds there is the sound of cashing money.

Task 4

What is it for?

Since television has been around so has television advertisement, this is the way that the TV company’s make a profit and can afford to air there shows. Television is one of the most popular things in the world with the majority of people owning a television, because of this it is one of the quickest and easiest ways to get the advertisement of a product across to a large amount of people at the same time.

Television advertisements are used in many ways; some adverts are used to create the feel that you can’t live without a certain product, such as the L’Oreal advert, this advert tells the audience that by using the product they are “worth it” this makes the audience feel that by using this product life will be worth living.

Other adverts are used to appeal to audiences, they ask them to pledge money to help others, for example the blue cross adverts ask people to help animals who are in danger or have been rescued, a number is given and audiences are asked to give £5 a month to help these animals.

Some adverts tell the audience that with the product being advertised there lifestyle would be better, for example the IKEA adverts tell the audience that with their storage units, sofas and other products there life will be better and everything will be easier.

The impact of television advertisement is that we have become a nation of consumers, television adverts have lead us to believe that if we give away our money to emotional appeals such as the blue cross or buy certain products whether its beauty or home items our life will seem better and more worthwhile. But sometimes advertisements don’t work, with some viewers the adverts do not make them want to buy products but make them want to turn their television off.

Agencies

http://www.guerillavision.com/

This agency produces products such as O2 priorities, easy jet, MTV, Lucozade, Dr Pepper.

http://www.thinkbox.tv/

This agency works with television studios such as channel 4, ITV, Sky media, turner media innovation and UKTV, Think box was launched in February 2005.

http://www.tvadvertisingagency.co.uk/Default.aspx?tabid=10441

This agency is not tied to any particular television channel or media owners