05/02/13: started the story boards, finished the shot list.
06/02/13: Finished the story boards, basically finished evaluating the responses to our questionnaire.
07/02/13: We finshed the questionnaires. I finshed the Shot list, Costume/Prop list, and Budget sheet.
11/02/13: Today we completed all of our production paper work. We are hoping to be ready to film next lesson.
12/02/13: Today we started filming and we were able to get most of the first shots. We also uploaded them to our MAC
13/02/13: We started editing today and we have put together all of the shots that we filmed yesturday, we also decided that we are going to re-film some parts of the advert tomorrow.
25/02/13: We finished filming today and we uploaded our shots to our MAC so we will be able to edit the shots next lesson.
27/02/13: Today we are still editing and putting the effects we want in on the Tv advert.
04/03/13: We have finshed the main editing we will be applying the finishing touches next lesson. Also I started my advertisement evaluation I was able to get the brief done.
05/03/13: I have finished everything.
Showing posts with label Assignment 3: Television Advertising. Show all posts
Showing posts with label Assignment 3: Television Advertising. Show all posts
Sunday, 14 April 2013
Budget Sheet
Marmite Yeast Extract (250g): £2.69
Tesco Everyday Value Thick Sliced White Bread (800g): 50p
Tesco Everyday Value Thick Sliced White Bread (800g): 50p
Tesco Everyday Value Spreadable (500g): £1.69
Total: £4.88
Saturday, 13 April 2013
Group Ideas
Identification of overt/hidden messages
We wanted to change Marmite's target audience,mainly towards the lower/middle class. Typically towards lorry drivers and the working class that lunches with them to work. We want the advert to appeal to anyone,but we are focusing mainly on the male audience. We're going to make the advert humorous and surreal, so people will remember the advert.We also are going to have CGI on the advert to have sureness in it. Also,we are going to use the slogan "Manmight, for men" to appeal to the male audience.
We wanted to change Marmite's target audience,mainly towards the lower/middle class. Typically towards lorry drivers and the working class that lunches with them to work. We want the advert to appeal to anyone,but we are focusing mainly on the male audience. We're going to make the advert humorous and surreal, so people will remember the advert.We also are going to have CGI on the advert to have sureness in it. Also,we are going to use the slogan "Manmight, for men" to appeal to the male audience.
Content
STYLE
The Style we want to immatate for this advert is a humorous and sureness feel,because through if the advert is funny but at the same time a bit realistic, people are going to remember it due to its humorousness. We want to create a word of mouth effect, where the advert is so memorable that it will cause people to talk about it the next day, like "hey, did you see that marmite advert last night, where they..." etc.
The Style we want to immatate for this advert is a humorous and sureness feel,because through if the advert is funny but at the same time a bit realistic, people are going to remember it due to its humorousness. We want to create a word of mouth effect, where the advert is so memorable that it will cause people to talk about it the next day, like "hey, did you see that marmite advert last night, where they..." etc.
Relevance to audience
Our advert targets the audience by making it a manly product, because we based our target audience around men, like said before. Like the snickers advert where Mr T rams into a football field in a tank to tell a player to "get some nuts!", this refers to men because a tank is manly, and when he says get some nuts, hes talking about the nuts inside of the snickers bar, but at the same time he is also refering to the male genitalia. This is specifically want we want to achieve within our advert, the difference is our slogan will be "MANMIGHT" this targets the relevant audience that we want to target. Because its a play off words and typically unless your a confused femaled gender, this advert doesnt target you.
Our advert targets the audience by making it a manly product, because we based our target audience around men, like said before. Like the snickers advert where Mr T rams into a football field in a tank to tell a player to "get some nuts!", this refers to men because a tank is manly, and when he says get some nuts, hes talking about the nuts inside of the snickers bar, but at the same time he is also refering to the male genitalia. This is specifically want we want to achieve within our advert, the difference is our slogan will be "MANMIGHT" this targets the relevant audience that we want to target. Because its a play off words and typically unless your a confused femaled gender, this advert doesnt target you.
Monday, 18 March 2013
Wednesday, 13 March 2013
TV Advertisement Evaluation
The Brief
The brief was to create an advert of a Unilever product trying to change, or widen their demographic for the product, we were put into groups of 3 - 4 people and had to work together to choose a product, work on the storyboard, planning, etc. And then finally film and edit the advert.
Our group consisted on me, Matthew, and Anthony and we chose to re brand Marmite for men and call it "man might" Anthony was the one that came up with the idea and we branched off ideas from that one. My idea was a lynx advert, but since i was ill when the groups were formed, and my advert didn't really have that well structured of a plan, we stuck with Marmite.
The current target audience was just pretty much everyone who need a quick way of eating breakfast if you're on the go, we re branded it for men, like the way Yorkie chocolate was for everyone, then suddenly it was re branded just for the men target audience. We thought that re branding it for men would be appropriate because it looks like such a manly product, the label isn't all pretty and colourful, its just a bland red and yellow, and the actual product isn't anything amazing, its just a black brown colour these are all sort of darkish colours that are, nowadays, associated with men.
I thought that the technical qualities were great,
Matthew really knew what he was doing with the camera. The aesthetic qualities were also great, we knew exactly what we were doing, and we a were using the technical terms and understanding each other perfectly while using them. I thought that all the shots were done really well, they were quick and snappy which got you to the point and didn't leave you in a muddle. I didn't like the fourth shot we did, in the other shots, the lighting was sort-of dull and not really well lit. the fourth shot however, was too slow, the music didn't really fit with everything else, and the lighting was far too bright and it was a terrible continuity error. My favourite part of the advert is in shot 10, this is the shot where the marmite man (me) makes the marmite come through the roof. i think the effect that i pulled off worked well with the overall finished project and the sound effect came in at the perfect time. i liked the way the music came to a halt when the explosion happened and then it came back in after that shot.
I liked the way the advert came out overall, even though there are some minor continuity errors. I went over the BCAP code and it looked like the advert complied with it, although there was one shot in the advert, shot 9, where i throw Anthony to the ground, it was sort of borderline violence going on, but according to everything else, the advert would have passed regulations so we didn't change the advert at all because it wouldn't have made sense if we took it out.
The brief was to create an advert of a Unilever product trying to change, or widen their demographic for the product, we were put into groups of 3 - 4 people and had to work together to choose a product, work on the storyboard, planning, etc. And then finally film and edit the advert.
Our group consisted on me, Matthew, and Anthony and we chose to re brand Marmite for men and call it "man might" Anthony was the one that came up with the idea and we branched off ideas from that one. My idea was a lynx advert, but since i was ill when the groups were formed, and my advert didn't really have that well structured of a plan, we stuck with Marmite.The current target audience was just pretty much everyone who need a quick way of eating breakfast if you're on the go, we re branded it for men, like the way Yorkie chocolate was for everyone, then suddenly it was re branded just for the men target audience. We thought that re branding it for men would be appropriate because it looks like such a manly product, the label isn't all pretty and colourful, its just a bland red and yellow, and the actual product isn't anything amazing, its just a black brown colour these are all sort of darkish colours that are, nowadays, associated with men.
The Finished Product & Feedback
To collect feedback, we made a survey and released it on many different formats, e.g. survey monkey, printed, etc. the survey consisted on 10 questions, ranging from age to preference of the product. our results concluded that 85% of people liked the advert and its comic elements, but thought the pace kept changing a lot, and out of the 8 people that took the survey, 6 of them actually considered buying marmite after watching the advert, comparing to the previous survey, person for person, that factor has more than doubled.
The main message we were trying to project to the
audience was that marmite was for manly men of manliness, and that was
portrayed using comical elements, and manly voices to get in the peoples head,
even though we didn't have a marmite man arising from the jar like we planned
and Sean suggested, I still think that people got the message. Also, judging
from what all my peers tell me, it also had an impact on them because its
memorable.
Matthew really knew what he was doing with the camera. The aesthetic qualities were also great, we knew exactly what we were doing, and we a were using the technical terms and understanding each other perfectly while using them. I thought that all the shots were done really well, they were quick and snappy which got you to the point and didn't leave you in a muddle. I didn't like the fourth shot we did, in the other shots, the lighting was sort-of dull and not really well lit. the fourth shot however, was too slow, the music didn't really fit with everything else, and the lighting was far too bright and it was a terrible continuity error. My favourite part of the advert is in shot 10, this is the shot where the marmite man (me) makes the marmite come through the roof. i think the effect that i pulled off worked well with the overall finished project and the sound effect came in at the perfect time. i liked the way the music came to a halt when the explosion happened and then it came back in after that shot.
I personally think that we did a great job on selling
the product through this advertisement and I like how we all pulled together to
get it done. The whole point of the story is about a man who spreads jam on his
toast instead of marmite, this angers the marmite man or “mar-man” an forces
him to the ground and gives him marmite, the reason we chose to throw him to
the ground was because the narrative is supposed to be manly and violence,
below sex, is one of the main things that a man will instinctively look at.
We used a range of persuasion techniques to engage the
audience, including using violence, and comedy to make a slap-stick
advertisement that would stick in the minds of many, I know this because when
asking my friends what was most memorable and they said when Anthony bit into
the toast and shouted “I LOVE IT!” and when I spoke with the incredibly,
unedited, deep voice, not only that but we also edited the marmite logo to
spell “man-might” which could mean the might of a man or “a man might buy this”
inferring that you have to be a man to buy this product.
I
wanted to tell manly audiences that marmite is just for men so I used manly
actors and manly/colloquial language to appeal to them in the hope that men
would identify with them.
Not only that but we also wanted to get through to people
that it actually tastes good if you give it a go because the adverts that are
on for it now portray marmite as “you either love it or you hate it” and that
put most people off trying it because they got word of mouth from others that
it wasn't nice, but if you haven’t tried it, how do you know that you like it?
I liked the way the advert came out overall, even though there are some minor continuity errors. I went over the BCAP code and it looked like the advert complied with it, although there was one shot in the advert, shot 9, where i throw Anthony to the ground, it was sort of borderline violence going on, but according to everything else, the advert would have passed regulations so we didn't change the advert at all because it wouldn't have made sense if we took it out.
Overall I think that the project was a success but at
the same time I feel that we could have done better with the final advert,
there were a few things that we thought needed some tweaking, for example, we
thought the idea of the marmite man coming out of the jar was a good idea like
I said before, but we had no time to re-shoot, so we might re-shoot it after
everything has been completed.
Friday, 8 February 2013
Tuesday, 22 January 2013
Individual Planning
The Unilever product i am going to talk about is lynx. Lynx was launched in france in 1983 under the name 'Axe', this was changed in the UK and New Zealand, it was inspired by one of unilevers previous products 'impulse'. It has a mass online following with the Facebook page having 326,000 followers and gaining more by the minute. Due to only being named Lynx in the UK and New Zealand, there is also an axe facebook page with over 3.9 MILLION followers.
The newest lynx campaign is for their product, 'lynx apollo', the deoderant is designed for men between the ages of 20-30 years of age who want to smell nice and attract girls, they also host a competition to send a member of the public into space!
Here are a few more adverts for lynx:
^ This final ad was banned in some places because it signified premature ejaculation ^
I dont want to change the target audience entirely, because i think that it already has a great demographic, but i do want to expand the age range, we all know that lynx is know for its sex appeal, but when it comes to sex, alot more than just 20-30 year olds do it, i want to expand the age range from that to 16-30 years old, i feel that anyone over the age of 35 is more likely to use another brand like old spice, or brut.
My idea for a lynx ad would begin as a mid shot of a shirtless man in his bathroom spraying this lynx deoderant, then a long shot of a road looking through an alleyway, then a man will drag his feet into the scene, at this point we can hear dramatic violin and bass music playing, we then find out that this man is being hoarded by loads of beautiful, young women as we do a mid shot of behind his back, you can see these women are all over him, the next shot is an above ground shot with this man slowly walking towards a fish shop, where he buys a giant fish and starts hugging it to apply the stench onto him, as this happens, the women walk away looking disgusted, the man smiling whilst hugging this fish, the lynx logo appears in the corner and it says "lynx, you will do anything to get the girls away" as the narrator says this he looks down with a surprised look on his face, it finally goes to a low shot of his foot with a big moustached man hugging his feet as he looks up and blows a little kiss to the man who sprayed the deoderant, and thats where it ends.
The newest lynx campaign is for their product, 'lynx apollo', the deoderant is designed for men between the ages of 20-30 years of age who want to smell nice and attract girls, they also host a competition to send a member of the public into space!
Here are a few more adverts for lynx:
^ This final ad was banned in some places because it signified premature ejaculation ^
I dont want to change the target audience entirely, because i think that it already has a great demographic, but i do want to expand the age range, we all know that lynx is know for its sex appeal, but when it comes to sex, alot more than just 20-30 year olds do it, i want to expand the age range from that to 16-30 years old, i feel that anyone over the age of 35 is more likely to use another brand like old spice, or brut.
My idea for a lynx ad would begin as a mid shot of a shirtless man in his bathroom spraying this lynx deoderant, then a long shot of a road looking through an alleyway, then a man will drag his feet into the scene, at this point we can hear dramatic violin and bass music playing, we then find out that this man is being hoarded by loads of beautiful, young women as we do a mid shot of behind his back, you can see these women are all over him, the next shot is an above ground shot with this man slowly walking towards a fish shop, where he buys a giant fish and starts hugging it to apply the stench onto him, as this happens, the women walk away looking disgusted, the man smiling whilst hugging this fish, the lynx logo appears in the corner and it says "lynx, you will do anything to get the girls away" as the narrator says this he looks down with a surprised look on his face, it finally goes to a low shot of his foot with a big moustached man hugging his feet as he looks up and blows a little kiss to the man who sprayed the deoderant, and thats where it ends.
Research And Justifications
Audience Information:
An audience measurement panel is used by the producers of an advert to get accurate feedback on their finished product, it is also used to understand their audience much more clearly. Since I am trying to market lynx to a younger audience, I would need to target the younger audience and get the feedback from youth to get a much clearer idea of what to do in the advert. To do this when i do not have the funds to hire some children, I can hand out a questionnaire to engage the audience and to get much more accurate feedback. Another good way to collect feedback is to interview the audience one by one and keep the results secret so everyone doesn't conform to one idea and you get a better mix of results. You can also make them give you a rating description out of 5 or 10 so that you can gather the results as statistics and get even clearer results.
Companys like BARB collect the results of many interviews for people to use in their research and you can find them on the website.
Sources Of Information:
A good source of information is Redbrick Research, they are a company that are hired by companies to find the target audience of the media product, they use a form of demographic research to delve into the mind of the target audience and are very useful if you want to gain as much money from your product as possible.
Audience Classifications:
A demographic is statistical data used to find the popularity of a media product through a group, this could be age, race, gender or religion.
A Psycho graphic is statistical data used to find the popularity of a product through a group depending on the persons mental state, attitudes, or aspirations.
And a Geodemographic is used to find the popularity of a media product in a certain area of the world, like how popular sky news is in east anglia.
Regulation:
The advertising standards authority is linked with ofcom and they regulate what adverts go onto the television. they follow the BCAP code which is a set of rules and regulations, so basically, the advertsing standards agency regulates what goes onto the TV using the BCAP code and OFCOM regulates the advertsing standards agency.Rate Cards
A rate card is used to determine the pricing of putting an advert on the Television, the prices vary depending on the time, if you want to put an advert on peak times, then it will cost considerably more than putting it on at 6:00am. A good example of this would be ITVs rate card and that could be found HERE. This is the pricing of putting an advert on ITVs channels, including ITV, ITV2, ITV3 and ITV 4.
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