TASK 1
There are several lines of appeal within this advertisment, first of all, and probably the most obvious is the appeal of comedy and humor, secondary lines of appeal within this advertisment include dreams and fantasy, as the acts within this advert are not actually real and purposly glorified in a comical way to promote the product of lucozade, and finally to ad to this there is a slight connatation of an elite people appeal suggesting if you drink the product, then you will will aquuire elite abilities. The factor of persuasion which is used to power this advertisment, is the power of reward, The advert is trying to anchor it's potential buys by stating that by using this product, they will be rewarded in their physical ability, this may have much persuasive influence amoungst the primary target audiences. The main target audience for this advert is most likely to be the athletic audience, the ad is promoting a product which they suggest will increase your physical ability and performance, however the advert uses the opposite charectars to do this, for example the elderly man and the larger men. This is used to add to the comical sense of the advert, however it may also open up several other secondary target audiences in the sense that anyone can buy thee product and antone can benefit from it. Considering the Young and Rubican theory, i can easily see this advert being placed amoungst the Explorers categorey whom easily seek discovery, the reasons for this are because the brand highlights satisfaction and instant effect within this advertisment, and also creates a strong sense of energy and individualism, This would lead to suggest that perhaps one of the main target audiences is that of the younger genration. Sound within this advetisment is used to great effect, there is a split of diagetic sounds and non diagetic sound. The advertisment begins with the use of diagetic sounds, it effectivly sets the scen for the advertisment,as it allows the advert to be given a large sense of realism, which adds to the comical value when the twist within this advert takes place. As soon as the player scores the first goal, there is then the non diagetic sound of the music bed, this is also vey effective as the advert is suddenly boosted with a very upbeat and exciting feel.The two types of charectars which are in this advert are the athletes, and the what is seen as the average joe's. These average joe's can bee seen as the heros within this advert, as the whole idea of the under dogs winning is conveyed very powerfully throughout this ad, Despite at the start of the ad where the audience immediately assumes that these underdogs are the damsils in distress and seem to have no capability of beating their opponents. There are a veriety of camera shots used within this advert as well, and the pace and presentation within these shots create the main effect. For example the movements and effects within the shot are quite jerky and zoom in and out alot, this is effective as it adds to the pace of the advertisment, which inturn adds to the excitment and humor conveyed throughout it.
The lines of appeal which i feel is conveyed within this advertisment for the raoyal marines, is that of the elite people or experts, however i do feel that there is a second line of appeal focusing on the ieas of pride. I feel that when looking at the factors of persuasion, the main factor which comes up is the coercive power, although no threat or punishment is being directed to the actual audinece, the charecter in the advertisment itself seems to be going through some brutally challanging tests, and i feel that the factor of persuasion within this add is conveye by the idea of challanging the audience, hene the Where is your limit? questions used continuosly throughout the ad. I feel that this particular advert is mainly aimed at those looking for adventure, and looking for a challange, both physically and mentally, secondary target audiences could possibly involve adrenaline junkies as well as these few people in a niche audience who are always trying to push their bodies to the limit. When considering the Young and rubicam theory, i think that the main target audience will fit into the category of the succeeders whom seek control, strong goals and confidence, all that the royal marines encourage.There is only diagetic sound used within this advert, hich i find is extremely effective, if there was non diagetic sound used within this ad, there there could have been a very strong chance that the audiences attention would have become distracted, and the overall message within the add may not have been conveyed. It also increases the sense of rewalism, and makes the audience feel as if we're almost there. There is silence used each time a question is asked, i think this works well as it is directed at the audience and by removing all sound, more and more tension is built up each time it stops. Without a music bed a very serious miseenscene is created adding tension and adreanaline throughout. The charectars within the adverts are actual royal marines promoting the job themselves, once again this adds to the realism, and having a celebrity could have reduced the full effect of conveying the message. The charecter is origianally conveyed to us much like an action hero, however when he becomes stuck under water, he suddenly turns into the damsil in distress, however inn feel thatthis is a signifier which connotes the ever changing enviroment of the job being promoted. There are a veriety of shots used, and non of the shots are filmed smootly, many of them have quick transitions, and rather shaky, however this is an intentional technique as it adds to the iversion factor in the uses and gratification theeory, and almost makes us as the audience feel as if we are actually following this sholder, as if it is almost a point of view scene.
TASK 2
Within the loreal advert, featuring cherryl coles as the star vehicle to sell the product, the narrative used is fairly liniar. She has a problem with her hair, she finds a solution and then her issue has been resolved. This is very much like torodovs theory of the equlibrium, disruption and then a resolution. The narrative is a fairly realis one, and at no poin is there anything which seems to change this feel of reality. The ending is a closed one, as at the end cherryl obviously finds a solution, so there is no need to have an open ending, and if an open ending was used, then this wouldn't sell the product very well, as it has to be seen as something which works. When questioniong the pattern of narrative used within this advertisment, then debatably, it is a goal orientated narrative, where the charecter has a problem and her goal is to find the solution to this problem, with the solution obviously being the product which is being promoted. It is a fairly unrestrictive narrative, as the advert is telling the audience pretty much everything about the product, so that they are lleft with no questions and can see this as a product they can trust. When considering propps theory within this advertisment, we could say that cherryl cole is the damsil in distress, and the actual product is the hero, by doing this more people will be attracted to the product, and as a result, more will wish to buy it. I feel there is a fairly objective narration, as instead of us being inside the charectars thoughts, we as an audience are pretty much being told that this is the product to buy and that this product works.
The guiness advert has a very effective narrative, it is fairly non liniar due to the fact that throughout this advert the 3 charectars are actually going back in time rather than forward in a liniar sequence. It is highly antoi realist due to the fact that the charectars are constantly changing into different creatures and animals. The ending is fairly closed however the message saying that good things come to those who wait could also be seen as a possibility of an open ening that there is in fact even more to come in perhaps a series of advertisments for the same product. When looking at the patterns of narrative, there is deffinatley a journey taking place within this travel back in time, and at the end there is a climax when the audience is presented with the method stating good things come to those who wait. The narrative is fairly restrictive, as the audince appears to be intorduced to the product and to the different time scales at the same time the three charectars meaning that as an audience, we don't know what's comming next. Finally i belive that there is an objective narration, because we have no idea what any of the charectars are thinking or feeling, the only way we can assume their emotions and attitudes is by what we can see on the outside on thinkgs such as facial expressions and body movements.
TASK 3
There are two main syles employed in the loreal advert Featuring Jennifer Aniston. The first one i feel is used is that of the documentery style, especially when the expert who knows all the key details about the product starts to talk. I think that the second most important style used in this advertisment is that of the talking head, where we see jeniffer saying what she is actually thinking. I think that this one is very sucessful becasue of the sheer fact that she is the star vehicle promoting the product, and her thoughts and presence will be key to selling the product. I think that this use of more than one style is very effective as it adds more veriety to the advertisment, and by doing so, there is more to keep primary audiences anchored in.
This advert is a very good example of an advert using the theme of an animated style. I feel that this paticular advert is very successfull as the animation of the dinosaur adds a great sense of humor to it. This is very eeffective as it creates a fun, informal anti realistic mode of adress which is perfct for attracting it's taget audience.
above is a parodic styled advert created by specsavers, making fun of the very successful barcleys advert seen above that. I feel that this style works well, as it is taking an advert that everone is familiar with and adding a humerous twist. Specsavers have started to do this with a series of advertisments, and they work so well due to the fact they are turning another adverts origianal idea into their own.
TASK 4
Some of the codes and conventions used within advertising:
Narrative structures
Star vehicles
Factors of persuasion
Musical beds
lines of appeal
Voice overs etc
To drive this advertisment, there is use of a star vehicle in the form of the voice over. The voice featured in this ad is that of the actor Ewan McGregor, due to hos sheer popularity amongst people all over the world, just by incorporating his voice, he will be a hudge selling and promotional aspect towards renult. The music bed is also fairly important for making this ad successfull, not only does it blend well with the montage of clips which are in a linear order moving from the past to the future, but it is also a fairly well known tune called 'somwhere only we know' by Keane, and as a result of this, the song, like the voice over will be a selling point due to the popularity of the song. In terms of lines of appeal, i feel that one of the most important areas this advert targets is the appeal of self importance and pride, in this it focuses on the importance of the entire world and the damages in car emissions, and it terms of pride, the advert conveys the pride within renult and how they drive to make their cars emissions free. When looking at the uses and gratification theory, there is a sense of surveillance which takes place in the fact that the advert is informing it's viewers of the dangers of the current global warming, and further informing us of the attempts made to stop this by renult. There is also the idea of personal identity in this add in the idea that the audience can all relate to the people within the actual advert, being part of the world and peple being effected by global warming. The narrative structure incorporates the use of flashbacks in many ways, showing footage of the cars in the past, this is a signifier which i personally conotes the historical importance of the subject being discussed. There is also a goal orientated plot presented within this advert in the form of reults goal to stop the issue of global warming. Looking at propps theory within this ad, we could consider the villan as the subject of global warming, the damsel in distress as the earth and finally the hero as renult, and by perciving themselves as heros, more people will feel desired to take the side of renult, and purchase a renult car. When looking further at torodovs theory, we could possibly see the equlibrium as the past, when the issues of global warming were not so bad, however then the disruption of the current and future implimentations of glabal warming kick in, and as renult are trying to promote, the resolution will come in the form of one of their cars. Finally when focusing the factors of persuasion within this advertisment, the main factor associated with this ad is the reward factor, within this, the idea is that by buying a renult car, you will be rewarded with a cleaner enviroment.
When looking at the loreal advert starring cherryl clole, she is likewise used as a star vehicle and due to her popularity with many target audiences, her association with the product will contribute towards the sales. The musical bed within this advertisment is quite fast paced and upbeat, this suites the the mode of address which i trying to be set by the add, and has a positive apperance overall. The voice over used in this is rather confident sounding, as a result of this, more audiences will be persuaded that the product does actually work, and due to this, more people will have an overall desire to buy the product. When considering the lines of appeal used within this advertisment, the idea of beautiful woman is used, by using cherryl cole as the products example, more woman will be desired intobuying this product, as by using this they feel there will be the chance of making the look similar. Considering the uses and gratification theory, the audienced may feel a sense of personal relationship, as they may be experiencing very similar hair issues to those mentioned in the advertisment. When looking at narrative stuctures, we can easily say that there is a possible goal orientated plot incorporated within this add, with the fact that we are presented with a disruption of the hair issues mentioned, and then the goal to find the resoulution comes at the end with the product, and when looking at propps theory, the hair issues are obviously the villian, cherryl cole and possible hair on it's own is the damsel in distress, and finally the loreal hair product is the hero, and by being seen as the hero, this will have a more persuasive argument for people buyng the product, particually because when looking at thje factors of persuasion, there is a sense of star power in the fact that this particular product is being associated with the star that is cherryl cole.
Task 6
ASA Stands for Advertising Standards Authority. They are applied in the UK and acts as the independent regulator across the variety of different forms of media and their advertisements. These are judged in a large variety of aspects including Sales promotions, the Internet and of course one of the biggest forms of media, Television.
“Our role is to ensure ads are legal, decent, honest and truthful by applying Advertising Codes” - ASA
The different forms of media in which the ASA apply their regulations to are as followed:
TV Commercials
Cinema Commercials
Leaflets and Brochures
Television Shopping Channels
Posters
Legitimate Poster Sites
Advertisements on the Internet
Commercial E-mails
Advertisements on CD’s and DVD’s
SMS Text Message Advertisements.
Direct Mail
Radio Commercials
Magazine Advertisements
Newspaper Advertisements
However despite this varied list of media, there are some types of advertising which the ASA don not cover. These include:
Claims on websites by the website creators or owners
Credit advertising
Data protection and freedom of information
Too much direct mail
Telemarketing calls
Fax marketing
Discrimination on grounds of race, sex, age or disability
Editorial content
Financial advertising
Fly posting
In-store advertising
Medicines
Phone-paid services
Political advertising
Products services and contractual disputes
Shop window displays
TV and radio programme sponsorships
The ASA decide on how to respond to a complaint only when they know the nature of the issue. Ideally, the ASA try and resolve these complaints by having discussions with the advertisers themselves about the risen issue. They are allowed to take action after only one complaint.
The ASA judge the advertisement against a set of advertisement codes to determine whether or not the complaint should be taken further. If the ASA decide that no codes have been broken, then they inform the one responsible for complaining and why there is no reason to take any further action.
There are a number of codes, which have been generated to establish a guideline for advertisers to follow. Through the use of general codes, the guidelines can assure that advertisements should be responsible, not offensive, and not misleading. However there are much more specific rules which target certain issues such as Alcohol or gambling.
There are 5 types of outcomes when someone makes a complaint
Out of remit – This outcome doesn’t mean that a code or practice for the advertisement hasn’t been broken, it just means that the advertisement or issue falls under a position which the ASA are unable to investigate e.g. Telemarketing advertisements, fax marketing and shop window displays etc.
No case to answer – In this case, there is no real issue with an advertisement and because it doesn’t fall outside a code of practice, no further action can be taken. At this stage the ASA inform the person who raised the issue that no further action can be taken and their reasons why.
No case to answer after a council decision – This happens in the event that the ASA council comes to the decision that there is no case to investigate after acquiring evidence from both the complainant and from the advertisers themselves. However if the decision is made by the council that there is an issue, then the complaint will be taken forward for a formal investigation or an informal resolution.
Informal resolution – This is where the ASA agrees that there is a small breach within the codes of advertisements, the ASA can make an informal complaint as long as the advertisers agree to change or remove the form of advertisement.
Formal investigation – This is where a serious concern is raised about a form of advertisement where an executive member of ASA feels that the advertisers needs to answer to their code breaches. Here advertisers will be told support their reasoning to the advertisement they have created as well as responding to complaints made. Final reports are then posted on the ASA websites including the complaint made and the advertisers defense. It then states whether or not the advertisement has been upheld or not.
There are 11 sections of codes which advertisers must consider before they create and market there product, however not all the codes will apply to the advertisement that has been created the 11 code sections are as followed:
1.Compliance
2.Programmes and advertising
3.Unacceptable products and services
4.Political and controversial issues
5.Misleading advertising
6.Harm and offence
7.Children
8.Medicines, treatments, health claims and nutrition
9.Finance and investment
10.Religion, faith and systems of belief
11.Other categories
Some examples of the areas covered in each of these sections include:
E.G.1 - 7: Children:
7.1:Misleading advertising and children
7.2:Food and soft drink advertising and children
7:3: Pressure to purchase
7:4: Harm and distress
E.G. 2 – 11: Other categories:
11.1:Premium rate telephone services
11.2:Distance selling
11.3:Charities
11.4:Home working schemes
11.5:Instructional courses
11.6: The national lottery
11.7: Introduction and dating services
11.8: Alcoholic drinks
11.9: Driving standards
11.10: Gambling
The ASA publish all the complaints made and what their action was towards these complaints on the following link:
http://www.asa.org.uk/Complaints-and-ASA-action/Adjudications.aspx
An example of a complaint was where viewers complained about
Sony computer entertainment UK ltd Playstation. The reasons for this complaint was due to a television add featuring game play footage for the video game ‘Heavy Rain’. The complaint said that there we 4 different alternate conclusions for the same scenario in one add break, the complaint suggested that these ads were inappropriately scheduled and could be viewed by children. Viewers also stated that there was an offensive depiction of violence and the idea of this violence were glamorized. Finally some viewers said the ads were offensive because at the time there had been a shopkeeper in Huddersfield who was killed due to an armed robbery. This was seen as offensive as the advert featured game play footage of an armed robbery.
INFO-asa.co.uk
TASK 7
The table above can be seen as essential to advertisers for a veriety of different reasons, one of the main things it allows advertisers to do is to divise a time slot for the advert to be played, as depending on whom the target audience is, will have a efffect on appropriate times to play an advert. For example if a target audience is a social class E, then the advert could be played at a veriety of different intervals, as this particular social class spend lots of time watching television. It also allows advertisers to justify which programs to place their advertisments on, for example a product aimed at those in social class A would be better advertised on political channels which tey are more likely to watch rather than say a music channel which they may be very unlikely to watch.TASK 8
Below is our groups brief for the advertisment we are wishing to create, and below that is the budget list for all the items we desire to use.
TASK 9
The first form of research he group undertook was a form of quantitve research, the results we aquired came from a questionaire devised of open and closed questions, by doing this we were able to see what may be usefull within our advetisment and what may be a bad idea. Below is the questionaire which was handed out.
Here are the results of the closed questions in a table format to give a more efficient understanding of what people were looking for in advertisments :
We have turned three of our closed questions into graphs to show a more visually eeffective representation of the data we collected.
The following graph shows the results of the question: Would you like to see teachers taking part in the promotion?
These results clearly show a strong appeal to see teachers within our advertisment, a 70% vote in favour of this feature cannot go unnoticed. As a result of this data, we wish to try and encorporte teachers within our advertisment for the english department.
The following graph shows the results for the question: Do you think an advert should show both sexes sexes or a preference to either one?
As we can see, although there are more votes for men rather than woman, there is double the vote for both sexes to be shown, therefore when creating the advertisment, we have agreed that we should try and incorporate a mixed gender cast.
The following graph shows the results for the question: What kind of elements do you most prefer in an advertisment.
As we can see the results for Romance, Action and Comedy are all very close, and although the Comedy appears to be more favourable, the Romance and Action factor cannot go unnoticed. However there could be serious problems in trying to incorporate these within our advertisment.
TASK 10
The next form of research which we undertook was aquiring qualitive data, to do this we interviewed three students within our year group, we found all three interviews very useful as by doing this we aquired opinions of students who were a very similar age to our target audience, as well as a mixed gender opinions as we interviewed bothe males and females.
(IF VIDEOS DO NOT APPEAR, THE INTERVIEWS CAN ALSO BE FOUND OLEWIS WRAY'S BLOG)
TASK 11
The advantages of using a focus group is that we can aquire the opinions of a varied audience creating a varied demographic, for example in my particular focus group there were varied: genders, ages and races, therefore we could aquire much more personal attitudes. The issues however with a focus group, especialy with one of my age group is that people may give biased or unreal opinions due to peer pressre or to make them look popular or to agree with their friends or posibly becuase they don't wish to give their personal thoughts and emotions away, and due to this our results are not 100% reliable.
When studying the a john lewis advertisment, 90% of the focus group thought this was effective, reasons for this involved: The goal and journey themed narrative, the enigma created by this narrative and the fact we could relate to the everyday situations. They also like the transitions used to link each scene signifying the change of era and the calm musical bed the ad sat on. Those who didn't like the advertisment felt hat: the advertisment didn't inform you much, some considered that the content was irrelivant to promoting the products and not suitable for the age group.
After watching the meerkat advertisment, 70% thought it was successful, reasons for this involved: the "adictivness" of the charectar of the meerkat used to drive the promotion, it's a unique idea which can create personal relationships when considering the uses and gratification theory, the repetition used to re-enforce the brand identity and th fact it is popular amoungst all age groups.
After watching the Evian advertisment, only around 15% thought it was effective, those who did thought this because: Due to the humerous element of the ad, the music bed used, the use of the tag line ,and the sheer uniqueness. Those who didn't like the advertisment justified this because: they didn't feel as thogh the content was getting the brand across to the audience, it doen't look very realistic and the use of stereotypes and the misrepresentation.
This focus group has been very useful, and as a result we have been able to collect mixed opinions about the more prefered style and contents of advertisments. However as mentioned earlier, the issue is that due to peer pressure, some of the responses may have been a lie.
TASK 12
Because there are several strict codes for creating an advertisment, we have to be very careful, one of the codes which i feel will relate to our advet comes under code section 5 of the BCAP codes: Misleading adverising. In particular, i feel we should focus on code 5.2.1 which is evidence of claims. The description of this code is as followed:
BCAP TV Code
The BCAP Television Advertising Code - 5.2 claims
5.2.1 Evidence
5.2.1
Licensees must obtain adequate objective evidence to support all claims
Notes:
(1) Where a claim is based on scientific research or testing, that work should have been conducted in accordance with recognised best practice. Where licensees lack the specialised knowledge to assess the adequacy of evidence, they must consult independent experts.
(2) Licensees must make their own independent assessment of evidence submitted in support of advertising, and of any advice they have commissioned.
(3) Absolute claims – eg ‘best on the market’, ‘lowest prices guaranteed’ – should be avoided unless they are backed up by clear evidence and are based on a formula on which an advertiser can completely deliver. In particular, licensees should be alert to the fact that such claims may be invalidated by sudden changes in the market or the actions of competitors while the advertising is still on air. For this reason, absolute price claims should be treated with great caution.
(4) Under the Control of Misleading Advertisements Regulations 1988 (as amended), the ASA is empowered to regard a factual claim as inaccurate unless adequate evidence of accuracy is provided to it when requested.
(5) A claim can be implied or direct, written, spoken or visual. The name of a product or service may in itself be regarded as a claim.
Info-BCAP.org.uk
For our advertisment, this basically means we can not make any claims without sufficient evidence to back it up. However i don't feel as though this will be too much of a problem for our group. If we claim to have specific results in exams, then this can be confirmed by our exam office, however if we make claims like " we are the best english dept in the world" then obviously we will have no solid evidence to prove this. However we could follow the example of Carlsberg beer, and rather than saying WE ARE the best wecould say WE'RE PROBABLY THE BEST as this is no garunteed claim. As for the students we use to promote the english department, eveything they say will be an opinion, therefore we don't need evidence for what they say.
TASK 13
The genre which i believe we will be using may be that of a serious one, although a comedy or action may be more preferred, we will find it very difficult to acheive this for such a unique subject. If we risk trying to be humerous, then people may have the opposite view to what we desired, and instead of being drawn to the english department, they are pushed away. Obviously we want the content to reflect the every day experience within the english department as much as possible, therefore it will probably be most appropriate to film actual lesson of english and the natural enviroment, rather than to create an anti realistic scenario. Also taking on bored the results from our questionaires, the content should involved shots of the teaches which may help drive our advertisment. It's hard to say which social class we wish our advertisment to attract because we are focusing more on age groups rather than social staus, we are trying to attract year 6 students begining highschool, year 11 students picking A - levels, and anyone looking to move to our school. When considering the Young and Rubicam catagorisation i think that of the Explorers who seek discovery and experience.
As for the programmes we wish to play our advertisments in between, without doubt they will have to be similar tothat of the advertisment itself. This doesn't however mean it must be placed inbetween a serious programe, infact it could be placed between any programe, as we have a hudge target audience which will all be attracted to different areas. Once again because we focus on age more than social status, the social class table may not be verry beneficial to us, however i think in terms of the young and rubican catagorisation, we may find it more advantageous if we place the ad between programes which increse the sense of seeking discovery and experience. I think that preferably, BBC1 would be a good choice to place the add, because at the moment, it has an 83.5% reach with an average viewing time of 5:30 hours, i would deffinately opt this over ITV which has a slight smaller reach of 77.4% and an average viewing time of 5:07 hours
Info-Barb.co.uk
TASK 14
Below is a mind map of all the initial ideas we have put together for our advertismet
TASK 15
Below is our suggested treatment for the advertisment.
TASK 16
To create the advertisment we used the following peices of equiptment:
The camera we will be using is the Canon MD205 Mini DV camcorder. Some of its features include: A canon 36x advanced zoom, A true wide high resolution and DIGIC DV for true to life colours. It is an ideal camera to use, as it will be more efficient when taking on location and filming a variety of different shots with great ease.
http://www.canon.co.uk/For_Home/Product_Finder/Camcorders/Digital/md205/index.asp
The tripod we used was a Manfrotto 785Bmodo maxi tripod, it allowed us to keep shots extremely steady, add certain heights we couldn’t reach on their own and by adjusting the legs to different sizes, we could have some very unique shots.
http://www.manfrotto.com/Jahia/site/manfrotto/pid/4006
The sound recorder we used to gain the speech audio was the Edirol R-09HR, due to the fact it is a high definition recorder, it was an ideal piece of equipment to use. As well as a stereo condenser microphone built in which allowed us to record our voce very clearly.
http://www.edirol.com/index.php?option=com_content&task=view&id=332&Itemid=390
We used the following programmes to create the advertisment:
To do all the editing, we used a programme called imovie hd, it was very efficient as it is simple to use and the outcomes are extremely professional, it is also an ideal progrogramme to use when we come to upload the video to the internet.
http://en.kioskea.net/telecharger/telecharger-1238-imovie-hd
To add the sound effects we used garage band simply because it was simple to make and then extremely easy to place on the I movie file.
http://www.apple.com/ilife/garageband/
The charectars and roles were as followed
Me:Camera man, editor
Lewis Wray:Cameraman, editor, interviewer
The locations we used when filming all of the shots took place the the actual english departmet and everyone was dressed in what they would wear on a normal school day, the props involved were mainly the laptops however this had nothing to do with us, instead eveythin which was filmed reflected the actual english lessons.
TASK 17
Below is our storyboard for our proposed ideal sequence of events.
TASK 18
Below is the production scheduale for our advertiments:
TASK 20
ACTUAL ADVERTISMENT
(IF VIDEO DOES NOT APPEAR, THEN IT CAN ALSO BE FOUND ON LEWIS WRAY'S BLOG)
TASK 21
UNIT 29 Evaluation
I arguably think that we achieved the purpose of this unit to create an advertisement for the English department at our school, however at the same time I feel that the promotion of the department was not justified as much as it could and should have been.
Audience
We played the advertisement to a varied target audience, and the comments we received were varied, firstly those who liked the advert thought so for the following reasons: The musical bed worked effectively for the purpose, another reason was the fact that there was incorporation of both students and teachers to drive this promotion, and the fact that we were acquiring the general opinion of the students who actually took part in the subject was highly relevant and the audience saw it as an opportunity to relate to the characters. Those whom didn’t like the advert had this opinion because of the fact that no teachers were interviewed, and as a result, the actual point of the advert didn’t really come across at all. We did wish to incorporate teachers comments, however because we filmed this in the examination period, many teachers were busy focusing in lessons.
Representation issues
I feel that we gave a very positive picture of the English department, having said this I don’t think we justified the importance of the subject this much. We didn’t have any biased facts or claims, however there is a possibility that some of the opinions could have been biased as the students were trying to make the school sound great. We incorporated both boys and girls at a verity of different ages as well as a number of ethnic groups, however the 3 interviews used were all white British, so this would probably be a room for improvement. The music was calm yet also modern, which I think has helped anchor in our target audience as they feel they can relate to the mode of address. The location was very appropriate, because we were promoting the English department; it was essential we should as much footage of this area as possible. Because the only dialogue came from students who were taking the course, then by acting as they usually would, the audience would be able to relate to students themselves. The advert followed a fairly formal and serious feel, which was probably the genre our advertisement fit under.
Technical issues
The sound levels seemed to work fine, and the switching between the musical bed and the voice over worked fairly efficiently. No ones voice was cut off, however we didn’t chose to play the whole of everybody’s opinion as this would make our advertisement too long for the actual purpose, and as a result of this we would probably lose viewing figures. The camera movement seemed to work fine; it may have been to quick on one of the shots that was panning however overall I feel the quality was very high. I don’t feel that there is a lot of verity however in this piece, the majority of the shots are just of people in class rooms, however I feel the interviews do split this up slightly. We used a sound recorder in this production to acquire some of the opinions of the students, this was a good idea as we could conveniently place it in garage band, edit the recordings to the clips we wanted, and then place them into the imovie file at the most convenient place. Finally the transitions were very fluent and smooth, which gave a fairly comfortable running to the advert, and the use of the font style I believe reflected the formality we were trying to create.
Narrative
This was a fairly serious genre, however no patterns of narratives were really shown, the only comment which I feel can be made on this advertisement is that there is a multi strand narrative as we are looking at the opinions and thoughts of a number of different students.
Own performance
Once again, because I did a large majority of the editing within this unit myself, I feel that it was here I developed more of my skills I also involved my skills where it came to the use of cameras and the varied shots used. I was highly committed to this project and tried to help as much as I could, justifying my work on the editing stage. However having said this, I missed a number of lessons for varied reasons including illness and exams, and as a result a weakness of my performance was that I didn’t participate in the tasks as much as I should have done. I feel I was a good team member, and me and Lewis worked very well together, we had no arguments, and if anything I think we fed and expanded off of each others ideas.
If we were to do this task again, then I would like to create an advertisement for a department such as media, as I feel that these subjects have more verity and attributes to promote, where as English is a very broad subject.
In terms of where i would place this advertisment, i think that one huge possibility could be to place the product on the internet, and by doing so more and more people could see it eveyday on a variety of websites which have been specifically chosen because they most likely appeal to our actual target audience, we could also put it on youtube, as this is free, and the fact that adverts are now being played on this site befor the actual video the viewer has selected, could very well be a advantageous to us.
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