1st ADVERT SURVEY VOX POPS Techniques
AUDIENCE MOOD BOARD
In this mood board i am trying to portray a modern style of culture, my target consumer audience is the younger female population, ranging from higher end of the teenage sector (16+) to the younger 20's. In the mood board we see a range of modern culture, and females which we can clearly see take pride in their hair. I am basing my hair product at these types of people, people that believe that their hair is a key feature to their identity as well as their appearance. The pricing of the product must match the audience socio-economic, this has taken into consideration. The product is targeted for a younger age bracket therefore the price is affordable but also in the sector of luxury.
CHANGE IN HAIR ADVERTS
HAIR ADVERT ANALYSIS
MEDIA INSTITUTIONS
ITV MEDIA
ITV Media is the UK’s largest commercial TV station, ITV Media offers advisers of different branches whether is clothing to chocolate adverts. ITV Media offers unparalleled volumes of audiences from all key demographics. ITV airs the most watched programmes whether its comedy, soaps, new drama series sports and entertainment, this increases their viewing rates, and this creates a wider audience. Popular programmes such as X-Factor, The Only Way Is Essex are aired in particular attracting the younger audience. In the first half of 2014, the top 172 commercial programmes were on ITV. ITV accounts for 97.8% of commercial programmes attracting more than 5m viewers. ITV Media are known as the heart of popular culture, and are the only commercial channel to regularly attract big, big audiences up to 13 million viewers. ITV is the only broadcaster that allows advertisers to target consumers on a national, macro, regional and even micro region level. ITV offers 15 unique broadcast areas closely related to key counties. This allows advertisers to match advertising to retail outlets, core consumers, and regional demographic profiles and purchase preferences. ITV is the only commercial channel which regularly attracts big audiences. The top 172 commercial programmes of 2014 so far were on ITV. ITV accounts for 97.8% of commercial programmes attracting more than 5m viewers. Each week the channel reaches 71.6% of the TV viewing population. And, in an average month it reaches more ABC1’s (79%), men (76%), 16-34's (69%) and housewives (86%) than any other commercial channel.
CHANNEL 4
A national channel, It has 6 advertising macro regions. BARB divides the UK into 14 regions, meaning advertisers can choose to only have adverts broadcast in one area - useful when promoting an area specific brand. Channel 4 uses regions (also known as macros) so airtime can be traded fairly and allow targeting of a specific audience. Channel 4 provide spot adverts, these tend to be 30 seconds long but can be anything from 5 to 120 seconds. Channel 4 have a wide range of programmes on their portfolio of channels to cater to various audiences. Channel 4 has been broadcasting ever since 1982 and award-winning programming is what drives their brand and reaches a wide range of consumers. Advertising on any of their channels can suit very modest budgets and it can deliver a very high return on investment. They help to deliver the most effective advertising campaigns possible. Channel 4 bring considerable knowledge and experience at the disposal of advertisers, their ad agencies, media consultants or any other specialists appointed by the advertiser.
Overall the research i have made into different popular institutions have led me to believe that both Channel 4 and ITV Media would be best suited to air my advert, due to the basis that it is the most effective channels to get the attention of my younger consumer audiences, these channels offer efficient airing time and demographically suited to get a large viewing rate to increase product sales.
Propp is a narrative theorist, his particular work looked into tales, breaking them into the smallest possible units, which he called narratemes, or narrative functions, necessary for the narrative to exist. Each narrateme is an event that drives the narrative forward, possibly taking it in a different direction. Although the plot is driven by the hero which is the protagonist, these narrative functions are spread between the main characters. Propp also defined these character categories: the villain, who struggles with the hero (formally known as the antagonist)the donor, the helper, the Princess, a sought-for person (and/or her father), who exists as a goal and often recognizes and marries hero and/or punishes villain the dispatcher, the hero, who departs on a search (seeker-hero), reacts to the donor and weds the false hero (or antihero or usurper), who claims to be the hero, often seeking and reacting like a real hero (i.e. by trying to marry the princess).
Todorov published work on narrative from 1960’s onwards, he
believed that every story starts with an equilibrium which is later disrupted by
an event that happens, and this problems are then solved restoring the equal
balance. Todorovs’s equilibrium narrative theory is applied on most popular
films based around the genre of thriller, horror and action.
However these conventions do not fit in an advert format, as adverts try to be more direct to the actual product instead of creating a story based plot. These theories will be more appropriate in a film format, than advert. However to a certain extent, an advert does follow Propp's narrative in terms of having a protagonist, in terms of adverts; a main character which will be the one trying to sell the product.
SOUND FOR MY ADVERT
SUMMARY OF FINAL ADVERT
I have done my research and I have come up with a story summary which is best fitted for an advert. I have chosen to use one model as the protagonist in the advert its self, in both my adverts the plot will follow roughly the same concept. The concept being that the model discovers the product and when trying it out they feel satisfied with the end results. The satisfaction that the model feels acts as the persuasive tool, as well as the voice over that will be played during the advert. The colour theme will be the colour black that we gain from the clothing and the greens from the nature which will be present in the environment. I would also be using a soundtrack, 'Wus Good' from PARTYNEXTDOOR.
I have done my research and I have come up with a story summary which is best fitted for an advert. I have chosen to use one model as the protagonist in the advert its self, in both my adverts the plot will follow roughly the same concept. The concept being that the model discovers the product and when trying it out they feel satisfied with the end results. The satisfaction that the model feels acts as the persuasive tool, as well as the voice over that will be played during the advert. The colour theme will be the colour black that we gain from the clothing and the greens from the nature which will be present in the environment. I would also be using a soundtrack, 'Wus Good' from PARTYNEXTDOOR.
PLANNING
BOTTLE/PRODUCT
DRAFT TELEVISION ADVERT STORYBOARD
My products consumer target audience is the younger population, it is very clear that the young attract the young. When casting I decided that I wanted someone young and fresh, their fashion sense must reflect energy and modern culture. The model I have chosen is a young lady named Sandra which ticks all the boxes, she’s young and up to date with her fashion sense. As i mentioned in my mood board task, i am looking to bring the modern culture into my advert, Sandra is able to bring this into my advert through her fashion. In the advert, we use black which is a popular color in the media and fashion and a army hair to add a sense of female revolution. In modern fashion simple block colors are popular, however added color is extreme in the media also, in my second advert we bring color to our all black outfit through the use of a red tartan scarf.
DRAFT STORYBOARD
ADVERT ONE SHOOTING SCHEDULE
ADVERT TWO STORYBOARD
ADVERT TWO SHOOTING SCHEDULE
DRAFT ADVERTS
The two adverts above are my drafts. Drafts are useful in many ways, it allows you to receive constructive criticism, in order to produce a much better final product, and to an extent it allows you to visually see what scenes are shots are effective. Pilot project or pilot experiment is a small scale preliminary study conducted in order to evaluate feasibility, time, cost, adverse events, and effect size in an attempt to predict an appropriate sample size and improve upon the study design prior to performance of a full-scale research project. In this case of an advertisement project, the draft allows me to evaluate whether the duration of the advert is long enough to the extent all required information has been included. I showed my two drafts to my consumer target audience; young women and the criticism I received were fairly similar. The evaluations varied from how the scene transitions were to sharp, this would not look good in visual presentation concepts. I also got told that the positioning of the scenes were not on a same level, so from scene to scene the positioning of the shots differed from each other. In addition my advert also included text, the young women which were finding areas of improvement picked up a spelling mistake, and it’s key that everything is spelt correctly and the grammar is spot on before an advert it publicised. With all these areas of improvement, I would now improve with the help of Premier Pro my advert.
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