Revision.

7. Targeted Advertising - Adverts placed to reach audiences based on demographics (facebook/amazon) for example 'people who bought this also bought'

Phorm - Allows them to gather info about your purchasing trends, things youve bought in the past. Doesn't store your name or address. Id number.

Targeted advertising would be very powerful way to advertise for magazines such as heat as there is a vast majority of their target audience on the internet (e.g. teenage/adult women) that would be interested in this. There would also be a wide range of websites to allow 'heat' to advertise on such as social networks and shopping websites.

It would also work for 'Heat' magazine for contextual advertising as women would search certain website categories for shopping on search engines aka google, which would be a big advantage for the magazine to advertise on to.

2. The advert uses star power as the model for the product is Kate Moss. This makes the product seem more important and must work well as a celebrity is using the mascara.

3. The model is the central figure and is also close up. This is because we need to be able to view mostly the eyes to see how well the product works. Also, the camera angle is at a low angle to make the celebrity look powerful & dangerous because of the mascara she is wearing.

5. For the logo, the typography of it is formal. The logo has a crown on top which connotes royalty. However for the tagline, it is a casual sort of text which suggests it is targeted at any young woman, it could also suggest that the product is affordable.

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For the Terminator advert, Propps theory can be used. In the advert the terminator is the villain as the laser eye and the other technical terms surrounding him connotes he is not human. Also the expression on his face is serious and somewhat disturbing which suggests he is evil.

7/10

Moving image = flash element

Writing scrolling along = bleed

cursor over different text changes colour = rollover

Evaluation

We showed our film to an audience of GCSE students and teachers. They said they liked the interviewing scene as the black and white made it seem serious. Also the dress code they used made the scene seem as realistic as the professional cop shows. They thought we had stuck to the codes and conventions of the detective drama well. One of the things we could have improved was the dramatic readings for the voice over.

Our trailer gave out negative messages as the film is in the 'thriller' genre.

Our video included both girls and boys, this suggests that the film is for both genders.

The music we included had violins and church bells. This effect of church bells gives the video a chilling feeling which is what we aim for the audience to feel.

I think the locations fitted the film genre really well. We had to make the rooms seem like the big brother house. We had to use rooms that had seats for about 10+ people. this made our film seem realistic.

There was no inappropriate language used in our trailer as our target audience is a 15.

The level of the music in the video is quite loud at certain parts of the scene to give it that ‘on-edge’ effect, however the music lowers as the voice over speaks. Again when the voice over is sounded, it is loud and deep to create tension.

The camera work we used in our trailer was really effective in my opinion as some of the camera work we used was made to look like CCTV cameras like what is used in the show Big Brother. At the scene where Ashley is laying on the floor, the camera zooms in on him to give the security camera effect. Overall, the camera angles and effects used were done well for the video.

Some transitions that were used went in beat with the background music. A certain transition we used was like a flash as it went between shots of me, Ashley and then Jon. This created a tense, shocking effect.

What made our video stereotypical of the genre was the music; church bells suggest death, evil (religion), graves etc. The voice over was made to have a deep tone to again give it some sort of creepy, tense feeling. Basically the whole video was stereotypical as we included a mystery death, which creates the typical feelings such as shock, scared etc.

In a professional video I think the backing music would be similar to create the same feeling that ours did. Also the voice over I reckon would be deep. Obviously for professionals, they have more of an advantage than us as they have more time and money to make the trailer to their complete satisfaction, however for only so many weeks and limited props and locations, I think we did quite well.

throughout the trailer we used an equilibrium and a disruption, we couldn't use a resolution obviously as it would take away the whole point of the trailer. However our trailer did include a villain and a damsel in distress. the characters that me and Jon played could be both, as our characters were annoyed with the housemate that was with us as he was stealing all the food and making things basically harder for them. they then become the villains as one of us are the reason for Ashley's characters death.

I think the editing we did was effective, the transitions we used for certain scenes were imaginative. Also the camera work looks quite effective and actually looks like CCtV cameras as we hoped. On the other hand I am not satisfied with the amount of work we have achieved. I feel that we didn't put much effort into the acting or even filming. We had to add titles and stretch scenes out to make the video longer.

We had some technical issues such as finding a good music bed to go with our film, especially at certain scenes to create the tension. The narrative was easy to do as it is simple and straight forward, original detective story. The investigating murder scenes worked well with the voice over as you get a full explanation and shots of what happened so you know exactly what's going on. Some shots were difficult to find a decent transition to make it effective, however we managed in the end.

Our film fitted most of the Ofcom code standards. However, the second code 'Harm & Offence' could be used against our video as the theme of the film was murder/police investigation show. Their is the murder scene where my characters body is on the floor and a short clip of her being pushed off some stairs. Both these scenes could seem really effective to our audience and could offend younger children, this is why we would put the film on after 9pm.

Our film would be put on digital tv channles based around crime programmes/channels like 'Fiver'. Our film is mainly aimed at younger people/teenagers therefore could be put on E4/T4 to advertise it. Our film could also be viral and be shown on youtube and other video broadcasting websites. It could also be promoted on myspace as that is a big advertising social network.

Sport on TV

Genres of TV

sport relief, sport on news, charity, sporting quiz shows, sport highlights, inside sport.

Genres of Sport.

Different kinds of sports on TV.

Codes and conventions (what you would typically expect from the genre)

Commentator, fans/audience, replays etc.

Narratives - story.

players playing in their own clubs, FA cup, human narratives - Ashley Cole/John Terry. Underdogs/giant killing. Heroes & villains.

Representations

Men, nationality, we see women sport much less than mens.

Organisations

Sky(sports), bbc, itv, ESPN, pay for view.

Audiences Demographic - age of an audience

Different sports have different audiences. Gender, education, social class and age.

Why is sport such a big deal?

because there is always a large audience. Sport gets ratings from advertising. The advertising revenue generated by slots in major sporting events is enormous. thousands of pounds per second. Represents our local, national identity. Brings communities together.

Organisations: Tv channels.

Bbc channels 1 and 2.

Sports and PSB National identity, UK, GB Team GB. Nations, regions - Wales, Scotland, Northern Ireland, England.

Rugby league - north of england, not really covered in the south.

Bbc gives us a sense of history, tradition and sharing in national sporting events.

Public service broadcasting: bbc 1 and 2, bbc radio. Educate, inform us.

Commercial broadcasting: main job to entertain us, more about the money.

Live outside broadcast

Studio Based

Hybrid - combinations of live/studio based and certain sports but making it entertaining for everyone.

Dancing on ice.

Match of the day

Wayne Rooney's street striker.

Soccer am

Magazine/ talk show/ Chat show

Inside sport.

Quiz Show.

A question of sport

Outside broadcast

Codes and conventions

-birds eye view shots

-Multi camera

-replay

-commentary - non diegetic, 1 expert commentator, 1 ex pro.

-cutaways - frequent

-crowd ambience - diegetic

- celebration - close ups

-text box - introduced the scores

Studio broadcasts

codes and conventions

-colours

-title sequence

-tracking shots

-main presenter & ex pro.

-presenter introducing a running order

-shorts & clips

-transitions

-music - non diegetic

-desks/tv screens/mugs - connotations - news. importance.

-artificial lighting

Wimbledon clip

At the beginning there is a close up of the players before they start and a cut away in between them to swap from one to the other. Comparing the emotions of the players, which one is under more stress.

Prinicpal shot of both players and shows the whole game.

Sound of the ball makes the game more realistic and immediate for us.

Close up of relatives, coaches, celebrities and shows the pressure they are also under.

Close up of player if he misses the ball to show his expression.

Commentators use metaphors to make the game more intense and exciting.

The commentator changes pitch, tone and the speed of their voice.

Expected behaviour emotions and attitudes

Women: clean

cook

take care of children

moan

Men: Sporty

laid back

lazy

representation of women in sports is not just about the sports they play, it is about how they are shown when they are not playing.

They are passive, beautiful, sex objects and generally seen as happy as oppose to the men who are seen as aggressive when it comes to sporting activity.

Homework

Music starts off slow and as the video builds up the music builds up with it.

Drum beats at the start to build up to the tension. Matches the feeling of the drivers.

Establishing shots - The cutaways of the track matched with the beats of the music.

Showing shots of the people in the pit/ fixing racing car shows that its a team sport.

P.o.v. - puts you in the position of the driver.

commentators voice got louder to increase the excitement.

Practical Work Final

Planning

Script/Running order

Storyboard

Costume

Story - proposal

Pre production

What lines of appeal is most important to you in adverts?

1. Comedy

2. Nostalgia

3. Happy Families

4. Beautiful Men/ Women or successful lifestyles. The most popular line of appeal is comedy. Therefore I should use some comedy in my advertisement.

Do you think taglines are important in TV advertising?

The majority of people preferred tag-lines in advertising as they tell you more information on the product they are trying to sell.

Do you like to see adverts that have a narrative?

People prefer adverts that have a narrative so they know about the advert fully. I will try to include this in my advert.

What is your favourite advert at the moment?

The most popular advert at the moment is the Guinness advert.

Do you like to see celebrities endorsing products in adverts?

People prefer celebrities endorsing products.

Extended Interviews - Qualitative research

I asked 2 people multiple questions associating their views on advertisements.

Danny Bradley, 18, Student

Danny likes to see characters that reflect real life rather than trying to create assumptions based around stereotype in order to sell a product. He also prefers adverts that have narratives as the message can be easily portrayed through story, it adds a sense of entertainment, rather than just blatant consumerism. He isn't keen of seeing celebrities on adverts and he likes adverts such as the Citroen advert with the dancing car. These types of adverts, he thinks, takes the norms of reality and bend it, which appeals to him and is more likely to buy him into the advert.

Beth, 15, Student

The characters she likes to see in adverts are real, working class people that also reflect real life. She doesn't like to see celebrities in adverts as they don't need the money or the advertisement to sell their product. A narrative is always good in an advert to help you get the gist of the story or understand what they are selling. Beth doesn't have any favourite adverts in particular but her favourite are real life, added with a bit of humor to get you interested in buying the product.

James Burkinshaw, 34, Teacher

James likes to see serious minded, attractive, successful career men and women. He likes adverts with a story because it helps to give me a sense of emotional engagement with the product. James doesn't like to see celebrities in adverts because he feels that celebrities are allready over exposed and don't believe that they use the products they advertise. He was a fan of the 1980's gold blend that was shot in the style of a soap opera.

Secondary Research

One of the successful TV campaigns at the minute is compare the meerkat advert. One line of appeal is comedy and humour, which appeals to people because it makes a tedious product seem engaging and funny. The factors in persuasion are mainly reward power because it is promising cheaper car insurance. The main characters are animated which gives the producers more freedom to create humour-the voice over is in a european accent which makes the advert even more unusual. The voice over also repeats 'compare the market' several times helping to lodge the brand name firmly in the minds of the customers.

Another successful advert is the Hovis tv ad. The lines of appeal are happy families and nostalgia because the advert takes you on a trip through Britain's past. The factor in persuasion is referent power because the advert might make people feel a sense of patriotism. The music bed changes throughout the advert to show the different eras that it covers and to demonstrate changes in mood, for example World war 2 has a soft and slow, orchestral music bed and the millenium celebrations have an upbeat guitar based bed. A voice over is used at the end of the advert with a northern accent which is a cultural code connoting that the bread is honest and traditional.

Pre production mind map ^

Proposals

Idea 1

The day in the life of a Coke Can. First few shots are of the cans being made in a christmassy elf factory. After they are finished they are sent to Santa which he takes in his Lorry and sends them to peoples houses. The camera angles used in this will be a panning shot through the factory, long shots to see the process and a close up of the can.

Idea 2

Coke cans are taken into a supermarket and are put onto the shelves. They are placed next to diet coke which the coke flirts with. ''Ive got a six-pack. Fancy some sugar?'' is one of the quotes for the advert. The coke is seen as the male and the diet coke is female. The ending shot is of the 2 cans with smaller coke cans classed as the 'babies' (coke 0).

Treatment

The lines of appeal that will feature in my campaign are 'comedy' and 'dream and fantasy'. This will be shown because the advert uses the product to act as a person. For dreams and fantasy, the Coca cola is shown to be coming alive.

The factors in persuasion that will feature reward power because if you buy the product you will have a 'fun' time. Also included in the advert is coercive power because I want my audience think they will miss out on the good times if they don't buy the product. Referent power is used also to appeal to children.

The primary target audience for the advert is all the family as its a product that everyone can enjoy.

There are a variety of camera angles. The first will be an establishing shot of the supermarket where the Coke goes into. The second will be a long shot of the Coke cans coming through the store doors. Throughout the advert there will be close ups of the products 'speaking' to other types of products in the store. Also there will be a close up of the Coke can at the end to show the colour and brand logo.

The narrative of the advert will be the coke entering the store with human priorities. Whilst on the shelf the coke 'chats up' the diet coke referring to the diet coke as female. Therefore the normal coke is male. The next shot is of the 2 drinks being mixed together in a glass. The final shot is of the glass with smaller Coke cans surrounding it. The cans will be diet and normal.

The music bed at the start of the advert when they go through the shop doors will be sort of upbeat rock music. The second scene with the 'female' can will change to romantic music.

Regulation & Control

ASA (Advertising Standards Authority)
The ASA is the independent body set up by the advertising industry and lay down the rules with the advertising codes. They support and commit to the advertising industry through the Committee of advertising practice (CAP) to the standards of the codes. The ASA regulates the content of advertisements and directs marketing in the UK. They stop any harmful or offensive content in the advertisements and also help reduce unwanted commercial mail through text messages, post and emails. For my advert, the ASA could class our advertisement as 'offensive' as we are implying that the coke cans are making sexual references, even though the scene would be very minor, this could affect some viewers feelings.

Marketing & Promotion

Because Coca-cola is such a famous brand, the advertising for it would be on TV, at any time as well as it would be classed as a family brand. It would most likely be on main channels like ITV1 and channel 4. Therefore the advert would be shown in between popular shows such as Coronation Street, X-factor, Britain's got talent etc. Our advert could also become viral and as it is a family brand, would be put onto social networking websites like Facebook, Twitter & Myspace.

Self reflection

Advertising

Production

An advertising agency plans and organizes advertisements and find customers for their products and services. Agencies are typically classified by the type of business they handle or the range of services they offer (e.g. media, creative or full service.) Advertising services prepare and place advertisments (e.g. commercials, billboards) and include the creating, planning and production. Saatchi & Saatchi created adverts for T-mobile, NSPCC, Cadburys and Visa. Leo Burnet created adverts for Mcdonalds, Samsung and Nike. The BBDC agency created Pepsi and Mercedes Benz advertisements.

The BBH is a British advertising agency that produced the Levi's Laundrette advert, Barclays, Itv advertisement and Barclay card.

The company NMI does not exist anymore as the meaning of the adverts they produced didn't really link with the product they were selling, such as the Reebok advert with the famous rapper, 50 Cent.

Regulation & Control

Mr T - violent, affensive to 'speed walkers'

Trident - very stereotypical, main guy made out to be an idiot.

Nike - could scare children.

ASA (Advertising Standards Authority)

The ASA is the independent body set up by the advertising industry and lay down the rules with the advertising codes. They support and commit to the advertising industry through the Committee of advertising practice (CAP) to the standards of the codes. The ASA regulates the content of advertisements and direct marketing in the UK. They stop any harmful or offensive content in the advertisements and also help reduce unwanted commercial mail through text messages, post and emails.

The advert for Reebok featuring 50 Cent wasn't banned as it didn't portray any violence or contain anything to suffer emotionally to. It was because 50 Cent was made to look like a famous 'cool' survivor from gun crime and the fact that the rapper sat there casually laughing which is seen unacceptable.

The Levi advert had many complaints about the nudity used as a man strips in a launderette. It was made in the 80's and would have been a big shock to the viewers in those days.

Marketing and Promotion

Even though the Reebok advert was banned it was still successful because the young male audience like the idea of rebellion and danger and the fact that it got banned would have made more talk about it so the advert would have become viral.

The Levi advert however was not banned but almost was, even though it was also a very successful advert. It had many complaints on the nudity involved but the advert was different and daring which made people interested. Within one year of the advert being aired, 50% of jeans sold across the world were Levi.

One of the lines of appeal used for the Reebok advert was self importance and pride. This was probably used to make the viewer feel proud of them self by using the slogan 'i am what i am' and if you wear Reebok then you will feel important.

However the Levi's advert also uses self importance and pride as if you wear Levi jeans then you will feel confident and look good as the male model used for the advert.

The reebok advert uses all sorts of camera angles but uses mostly close ups of 50 Cent. At the end of the advert there is a low-angle close up of the rapper which connotes power as it looks like he is looking down at us but it seems asif its saying if you buy Reebok then you will be at his level.

An advertising agency plans and organizes advertisements and find customers for their products and services. Agencies are typically classified by the type of business they handle or the range of services they offer (e.g. media, creative or full service.) Advertising services prepare and place advertisements (e.g. commercials, billboards) and include the creating, planning and production. Saatchi & Saatchi created adverts for T-mobile, NSPCC, Cadburys and Visa. Leo Burnet created adverts for Mcdonalds, Samsung and Nike, and the BBDC agency created Pepsi and Mercedes Benz advertisements.

Some advertising agencies are very successful such as the BBH is a British advertising agency, that produced the Levi's Launderette advert, Barclays, Itv advertisement and Barclay card.

However, companies like the NMI does not exist anymore as the meaning of the adverts they produced didn't really link with the product they were selling, such as the Reebok advert with the famous rapper, 50 Cent.

Regulation & Control

ASA (Advertising Standards Authority)
The ASA is the independent body set up by the advertising industry and lay down the rules with the advertising codes. They support and commit to the advertising industry through the Committee of advertising practice (CAP) to the standards of the codes. The ASA regulates the content of advertisements and directs marketing in the UK. They stop any harmful or offensive content in the advertisements and also help reduce unwanted commercial mail through text messages, post and emails.

The advert for Reebok featuring 50 Cent wasn't banned as it didn't portray any violence or contain anything to suffer emotionally to. It was banned because 50 Cent was made to look like a famous 'cool' survivor from gun crime and the fact that the rapper sat there casually laughing was seen unacceptable.

On the other hand the Levi advert had many complaints about the nudity used, as a man strips in a launderette. It was made in the 80's and would have been a big shock to the viewers in those days.

Marketing and Promotion

Even though the Reebok advert was banned it was still successful because the young male audience like the idea of rebellion and danger, so the fact that it got banned would have made more talk about it so the advert would have become viral.

The Levi advert however was not banned but almost was, even though it was also a very successful advert. It had many complaints on the nudity involved but the advert was different and daring which made people interested. Within one year of the advert being aired, 50% of jeans that sold across the world were Levi.

One of the lines of appeal used for the Reebok advert was self importance and pride. This was probably used to make the viewer feel proud of them self by using the slogan 'i am what i am' and if you wear Reebok then you will feel important.
However the Levi's advert also uses self importance and pride and if you wear Levi jeans then you will feel confident and look good as the male model used for the advert.

The reebok advert uses all sorts of camera angles but uses mostly close ups of 50 Cent. At the end of the advert there is a low-angle close up of the rapper which connotes power as he looks down at us but it seems asif its saying if you buy Reebok then you will be at his level.

The music bed for both adverts is Non-diegetic as the people in the advert can't hear it. On the other hand, the music bed in the reebok advert is quite dark to go with the story and the locations that are shot in the advert. The 'hip-hop' chart music appeal to its target audience and gives the advert more of a 'gangster' effect.

However the music used in the Levis advert is a famous 60's soul record so it can appeal to everyone The tempo of the music was quite faster than the first adverts so it matches the mans pace and it builds up as he undresses.

The sound fx used on the reebok advert gives you a better idea of what 50 Cent went through. At the start you can hear an ambulance which connotes danger and could link to 50 Cents attack. Throughout the advert there is a heartbeat which causes some tension as it relates again to 50 Cent. After he counts to 9, there is silence which creates tension to give you an insight as what 50 Cent felt, until the tension is broken as he laughs at the camera in a sort of sarcastic way.

Males are used in both adverts because the products are aimed at men. The male stereo types used in the adverts are Quiescent & Erotic. Quiescent is used for 50 Cent as he is being inactive which connotes he is having a 'quiet moment' in his life. For Levi he is stereo-typed as the erotic male as he is undressing and showing off his body.

50 Cent wears a bandanna which signifies he is a member of 'gang' culture and the fact that their are screams at the start of the advert and shoes hanging from an electricity wire suggests a crime ridden area or 'ghetto' which 50 Cent boasts he lives or used to come from.

However in the Levi advert it shows the historical culture by having a soldier outside the launderette and a 50's car driving past. The main character has a 50's hairdo and wears sunglasses which suggests he is 'cool'.

Both characters could be described as heroes as 50 Cent has become one of the top selling music artists and the man in the Levi advert is a hero as he breaks social convention by taking his trousers off.

For 50 Cent he could too be a damsel in distress other than a hero as he has been shot 9 times and has to suffer the memory of it.

Both adverts are similar as they include males modeling the product. They also rely on the music bed to fit with the theme/feeling of the adverts.

The Levi advert was quite successful even though it was nearly banned because of the nudity. The advert still achieved selling thousands of their product and now is a well known brand.

However the Reebok advert wasn't so successful as it had many complaints and eventually was banned. The story also had nothing to do with the product they were selling.