Looking at Adverts
RESEARCH on ADVERTS (Looking at Examples)
Brut TV advert- with Henry cooper and Kevin Keegan 1972
- Uses of Lighting and Colour is really dim/blurry and doesn’t look good
-You cannot tell that it is a deodorant advert ( no slogan)
-Only few camera angles
Dior Homme Intense City-2016
-Retro style makes it more appealing to women and men
-Editing- fast jump cuts
-many camera shots
-Character looking at the camera –direct address which is a better style
when filming an advert
-Hyper-real referring him when in a film and in real life.
Dior Sauvage Johnny Depp-2017
-Many camera angles
-Symbolism- has city symbols which are compared to nature
What would make a good advert?
-Music which would be appropriate for the advert
-Information about the product or thing that the advert is made for
-Doesn't have to be long quick and easy to understand
-Direct address-looking at the camera
-Using a slogan if nessecery
-Having different camera shots
-Black and White scheme which appeals to both women and men
Include the following techniques (inter-textual references, binary
opposition, narrative theory)
-Inter-textual to a black and white scenery
What are the Advertising Standard Authority's
codes?
How many codes are there?- There are 32
broadcast codes
What is the new rule on gender stereotypes?- The
new rule is to ban harmful gender stereotypes
What is the new rule on portraying people under 18
in adverts? - The new rule is that advertisements
must not portray or represent anyone who is, or seems to be, under 18 in a
sexual way.
Name 2 items that are prohibited from advertisements? -All tobacco products
-Guns
Explain 2 items about causing harm and offense to viewers? - Animals not to be harmed or distrresses
-Not to encourage crime
Explain what an misleading advert is? - Has an misleading statement to misrepresent the product in a different way than it is actually is in real life e.g.- a product is actually different in size than it is shown in the advert.
Filming an Advert Process:
When starting to plan our advert we have looked at
other examples like Brut TV advert- with Henry cooper and Kevin Keegan
1972 which was one of the early adverts and Dior Homme Intense City-2016,
which was totally different not only from the quality, but also the use
different shots which looked really amazing especially the NYC views. Next, we
needed to understand what aspects of the advert make it a good advert, so we
discussed that, some of the ideas were that i should have: Information about
the product or thing that the advert is made for, Direct address etc.
It was also really
important to look at the law of advertising and what is accepted by
the Advertising Standards Authority to get an idea of what we can
put in our advert and what is illegal , so when we film our advert we stay in
the line barriers of the ASA law. Next we have planned our script including the
characters and the shots that we will be using. After we have have used a Go
Pro and a camera to take stills and some shots using the Go Pro to
get an idea of the locations we will be shooting and if the shots will look
good and will fit the story line.
Pre-Production
1)
First we have went to the locations and took stills, so we could discuss as a
group if these were good locations.
3) Filming process:
Information about the Advert
This advert was created for an aftershave called Inspire, which has inter textual reference to the famous Rocky montage sequence. We have decided to present the main character as a young male who is inspired to win a running competition and decides to train hard. The use of a younger character in the advert will appeal to a younger audience. The use of camera and different shots aims to show how the character has changed throughout the period he has decided to enter a running competition which was successful, as the different camera angles showed him training in the gym, running and his perspective. The target audience that the advert was aimed at was young people as well as everyone who wants to be inspired.
Script- Inspire Advert by Wave +Treatement
Scene 1: Int-
We see a college student (female). Mid shot spinning on a chair.
Scene 2:
Int- Mid shot of the same college student rocking from side to side. I will
film this on green screen so I can add a background when editing the footage in
Final cut Pro.
Scene 3:
Int- Mid shot of the girl who is being shouted at by the people she is surrounded
every day.
Scene 4:
Int- Long shot of the Wave girl who comes gradually comes closer to the camera,
using direct address. I will film this
shot using green screen and add background of lights, so it looks like cars are
passing by.
Scene 5:
Int- A close up shot on the college student face which will and when see looks
at the camera (direct address).
Scene 6:
Int- A long shot of the college girl
that has people around her which represent her problems. She will be crouched
holding her head showing that she is frustrated and tired. As she stands up the
people around her will fall which suggests that her problem were gone when she
was inspired by the wave girl.
Scene 7:
Credits e.g ( INSPIRE, by Wave, connecting with social media by
#inspireaimhigher).
Treatment:
Outline of the advert
The advert
shows a girl who is a college student who struggles and is not confident in
herself. The advert shows how other people that surround her are not happy with
her such as teachers and friends just like shown in the footage. This advert
will show how she will be inspired by the Wave girl and get confident.
Audience
Appeal
When making
this advert we had aimed it for teenagers and young adults from ages 15-23 to
show how you don’t have to be closed up in yourself, but try to open up to
people and to the world and then you will be much more happier and be less
affected by the problems in life. To have a wider appeal we have used a young
female character that is shown as a very unconfident person, but is helped by
the Wave girl which helps her grow from the inside. We see how she changes throughout
the advert and becomes more confident when she stands up and the people around
her fall, this represent the problems she has faced in the past.
Technical
Codes
To make my
advert emotional and inspiring I will use an upbeat music and put it as a
background track. This will make the viewer more emotional and help understand
how the main character has felt in the beginning. This also will give the
viewer hope and inspiration that anything is possible. Another element in my
advert I want to use is slow some of the footage down, for example in the
beginning when the main character spins on a chair. This will create a really
nice effect as the background music is also slower in the beginning. Finally I
would use a green screen when filming some of the footage as this will give me an
opportunity to put any background I want behind the characters.
Script- Inspire advert Advert+ Treatement
Scene 1:
Int- Mid shot going into a long shot following the main character as he is
about to leave the room.
Scene 2:
Int- Mid close up shot of the main character as he opens the door to leave the
room.
Scene 3:
Ext- Long shot of the main character walking in a crowded street.
Scene 4:
Int- Close up shot of the character looking and going through the poster that
he saw when walking in the street.
Scene 5:
Int- Extreme close up shot on the characters finger as he points to the reward
prize on the poster as this poster is a competition poster.
Scene 6:
Ext- Extreme close up shot showing the character tying shoe laces, which shows
that it’s a new day and the character is getting ready to train for the competition
that he saw on the poster because he wants to het the reward.
Scene 7:
Ext- Mid close up on the character putting his headphones in. This gives more
evidence that the character is going to train for the competition.
Scene 8:
Int- Mid shot of the character lifting weights. This gives more evidence that
he trains and getting ready for the competition.
Scene 9:
Ext- Long shot of the character running past the camera. This will be like a
training montage.
Scene 10:
Ext- The character running past the camera which will go into a long shot.
Scene 11:
Ext- Long shot of the character running.
Scene 12:
Int- A mid shot of the character doing pull ups. Shows how he trains in the
gym.
Scene 13:
Int- Close up of the same theme, the character doing pull ups, but only the
camera shows him from the side.
Scene 14:
Int- A low level shot of the character doing push ups.
Scene 15:
Int- Close up shot of the character doing push ups, but the camera will be
placed in the front. As the character looks up the shot will cut to the
credits.
Scene 16:
Credits e.g ( INSPIRE, connecting with social media by #inspireaimhigher).
Treatment:
Outline of Advert
This advert
shows a young man who is inspired to win a running competition. He starts
training and we see how he progresses from the beginning from the montage of him
running and training in the gym. The training montage an inter-textual
reference to the famous Rocky montage training scenes.
Audience
Appeal
My target audience
for this advert were teenagers and young adults from ages 15-23, so I decided
to have a theme about getting fit and healthy through doing sports, in the case
of the advert it is running. To have a wider audience appeal I have choose to
have a young male character whose age is similar to my target audience. This
will make the audience understand the character more and be interested in the story
plot.
Technical
Codes
The
technical codes that I was planning to use in the advert is to add an inspiring
up beat music on the background which will create an emotional feel toward the
viewers. I wanted the advert to have an inter-textual reference to the famous
Rocky montage sequence, so I would cut my training and running shots together
to create a montage. I was also planning to have some of my shots really dark,
so you can’t see the main characters face only the outline of his body and how
he is training. This will create a mysterious look and would be different from
my other shots as most of them I am planning to keep the same lighting.
Inspire Advert by Wave- STORYBOARD
LINK-https://drive.google.com/file/d/159VaN0chaq8HFP3ZyyrmtqLAqtrsoXmi/view?usp=sharing
LINK-https://drive.google.com/file/d/159VaN0chaq8HFP3ZyyrmtqLAqtrsoXmi/view?usp=sharing
LINK-https://drive.google.com/file/d/1a2RBJMC89LvOjDKdYGtoUCjTRU86W6fh/view?usp=sharing
Inspire Advert by Wave Youtube Link: https://www.youtube.com/watch?
Statement of Intent
Brief Chosen: Create and advertising campaign for unisex deodorants
Media Industries:
Firstly, I have researched on other advert to have an idea
of how our advert should look like and how adverts create and advertising campaign.
I have looked online mainly on YouTube where I found most of old adverts. From
the research I understood that my adverts should be short, but it has to give a
straight message to the audience. I choose to advertise my advert on social media
such as YouTube, Facebook and Instagram as these are the big industries that
are used by many advertising campaigns to get their message across. Another
reason I chose these media industries is because my target audience is young people,
mainly those form 15-23 yeas of age. And these are the most popular media
platforms among younger generation meaning that if I post a still shot form the
advert on these media platforms they will get much attention form the targeted
audience. On the other hand I can also use billboards and posters which can be
put on different transport such as busses in conjunction with TFL.
The second area of the media framework is Audience. The
target of our advert was to reach young people especially those under 25. We
also wanted to show that there are many people who struggle in everyday life,
but you must help one another and someone else would be inspired to her other
people in their time of need just like in the advert the Wave girl helped the
main character become more confident in herself. The typical stereotype I
advert are about men who are bullied or treated badly. As the director I wanted
to change this stereotype and use younger actresses as our brief is to make an
advertising campaign for unisex deodorants.
The third area of the media framework is Representation. I
choose to represent a younger woman in the advert because I wanted to have
something different as I said earlier men are mostly used in deodorant adverts
and I wanted to have a unisex appeal, so I have used a younger female actress.
The final area of the media framework is media language. I
have used an emotional, but upbeat instrumental in the background to make the audience
feel emotional and understand the struggles that the main character is going
through. This also made the track seem more pleasant to listen too as it helped
to understand the characters feeling and tell the sad, but inspirational story.
Another key element of the media framework I have used is greenscreen as it has
made the footage look better because I could choose any background I wanted for
the shot. The only problem I have faced when editing is that the lighting wasn’t
good, so some green was shown as lighting created shadow.
Product 2
Media Industries: The product 2 is the second advert I have
created and edited myself using the footage that I shot and some of my
classmates for the original inspire advert except I have made it different and
have added text and my music. The media
platforms I would use to advertise my advert would be Twitter, Instagram and
Facebook as they are the most popular media platform among younger generation.
When posting the advert on YouTube I would take a still shot form the advert
and add a hashtag #inspireaimhigher as this is the hash tag I used on the YouTube
advert and this will also link all the media together. Now younger people know
how to use hash tags, so this will bring their attention and they might
research more deeply about our advert.
Audience
As I have said previously my target audience for this advert
is under 25 years of age. Through this short advert I wanted to show that anything
is possible when you put effort into it. In the advert I have showed a young
person who get inspired to win a running competition and tries his best to get
fit and be healthy through training. The message I want to get across to my
audience is that anything is possible and encourage them to do more leisure
activities such as running.
The third media framework is representation. In my advert I
wanted to represent a young male character who is passionate about sports and
winning a competition. I have used a younger male character because my target
audience are under 25s.
The final media framework is media language. In the advert I
have used an inspiring up beat song to have an emotional effect on the audience
and understand the characters passion for sports. The background song has a
female voice, and this is because I haven’t used female characters in this short
advert, so I have decided to use a female voice in a song to have a unisex appeal.
In the end of the advert I have created font that is simple and looks old style
because it would appeal to the Inspire deodorant more than a bold title. I have
also added the #inspireaimhigher so all the media platforms that I have used
this hashtag to promote my advert will show up is you search this hashtag.
How do you intend to link your media products to demonstrate your knowledge and understanding of the digitally convergent nature of your media production?
For our own advert we thought of uploading it on YouTube as this is the place where most people will see it. It could be placed on other videos and people would have to watch it before watching what their want. Another place would be Facebook as from our research I have found that there are 1.4 billion active users which visit Facebook on daily basis. This could increase the chance of people seeing the advert, who can also re-post it many times and reach an even wider audience. Another social media we would use is Instagram as it is more popular among young generation, which is our target audience. We would consider taking stills from our advert and posting them with the #inspireaimhigher which will link up with the poster campaign and any social media that we have used to promote our advert.
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