All storyboards are complete. Laura is going to try and scan them so that we can post them on our blogs. I have completed all the filming for the vintage ad. Next week I'm fimling Hannh for the caveman ad. The follwing week after that I will film Hannah for the space ad. While I'm filming, Laura is working on flash animation and is going to teach me how to use it too. My aim is to have all the filming doen by the end of the month and sepend the rest of the time we have completing the ads on flash.
At the moment everything seems to be going to plan. However i am concerned about using flash as my comuter skills aren't brilliant but i am willing and able to learn.
I'm in the process of putting up past work on my blog. After the production stage is over i will be working on my analysis and evaluation and will be working on audience feedback.
Friday, 10 October 2008
Resent change to storyboards
Recently, we have been working on our storyboards, re-drafting and finalizing our idea. We started off with 3 ads - one set in pre-historic times, one set in 1940s/1950s (vintage) and one set in modern times. However, after going back and looking over these we realized that the time-gap between the 1940s/1950s ad and the modern ad was not big enough in comparison to the time-gap between the pre-historic ad and the vintage ad and our campaign didn't flow that well. So, to overcome this we decided to make a futuristic ad instead of the modern ad. Laura researched "The Jetsons" and got inspiration from that to come up with another storyboard for the last ad in our campaign. We also brainstormed ideas for the futuristic ad and came up with things like, a "hair-styling pod" which washes, drys and styles all at the same time and we decided to have the products "floating" as if in zero-gravity when the character goes to choose a shampoo. Sound effects we want to use are mechanical sounds for the hair-washing pod and air-lock sounds when she enters and exits the pod.
our Idea
Jus to recap over what we are doing...
Our chosen product is "Simly Shampoo" and shampoo without all the harmful chemicals. Here is some info we found on shampoo:
Shampoo additive ingredients to avoid:
- Avocado
- Balm Mint
- Balsam
- Essential Oils
- Eucalyptus
- Grapefruit
- Horseradish
- Lavender Oil
- Lemon
- Lime
- Menthol
- Orange
- Papaya
- Peppermint
- Rose
- Sage
- Thyme
These will not help your hair or hair care problems. Infact, they can be a reason for hair-loss.
Vitamins and provitamins:
Offer no advantage to hair care or hair problems.
Botanical extracts:
Make a product smell good but do not offer any other beneficial qualities to hair care.
UV protectant:
Very minimal results were noted on the tested products.
Fruit acids, a.k.a. alpha-hydroxy acids:
Offers no benefit to hair care.
Antioxidants:
Offers no benefit to hair care.
Designer water:
Benefits derived from including designer water to hair products will be washed away with normal shower water.
Proteins:
Digesting proteins will certainly improve your health but washing your hair with them won't change a thing.
(taken from http://couponing.about.com/cs/beautyproducts/a/shampooingred.htm)
End of our narration could be, "No chemicals, no additives, no perfumes, simply shampoo"
Our chosen product is "Simly Shampoo" and shampoo without all the harmful chemicals. Here is some info we found on shampoo:
Shampoo additive ingredients to avoid:
- Avocado
- Balm Mint
- Balsam
- Essential Oils
- Eucalyptus
- Grapefruit
- Horseradish
- Lavender Oil
- Lemon
- Lime
- Menthol
- Orange
- Papaya
- Peppermint
- Rose
- Sage
- Thyme
These will not help your hair or hair care problems. Infact, they can be a reason for hair-loss.
Vitamins and provitamins:
Offer no advantage to hair care or hair problems.
Botanical extracts:
Make a product smell good but do not offer any other beneficial qualities to hair care.
UV protectant:
Very minimal results were noted on the tested products.
Fruit acids, a.k.a. alpha-hydroxy acids:
Offers no benefit to hair care.
Antioxidants:
Offers no benefit to hair care.
Designer water:
Benefits derived from including designer water to hair products will be washed away with normal shower water.
Proteins:
Digesting proteins will certainly improve your health but washing your hair with them won't change a thing.
(taken from http://couponing.about.com/cs/beautyproducts/a/shampooingred.htm)
End of our narration could be, "No chemicals, no additives, no perfumes, simply shampoo"
Types of TV advertisements
TYPES OF TV ADVERTISEMENTS:
- Political TV advertising = made by an organization/institution to influence the decision making process eg. elections.
- Infomercials = run for over one minute or as long as a television program and are usually on in the early hours of the morning. Also known as teleshopping.
- Product placement = promotional advertisements made by marketers using real commercial products and services in media.
- Sponsorship = something to support an event, activity, person or campaign which is funded financially through the provision of other products or services.
- Development of digital video recorder (TiVo, Sky+) means people can record television programs directly onto a hard drive, allowing them to "fast-forward" or "skip" through the advertisements. As a result of this, many speculate that TV advertisements will be eliminated altogether and replaced by product placement advertising such as how in the TV program, "Extreme Makeover: Home Edition", they only use certain brands of products when building the houses. By showing these products being used on a program, it immediately provides that brand with promotion and advertising.
- Political TV advertising = made by an organization/institution to influence the decision making process eg. elections.
- Infomercials = run for over one minute or as long as a television program and are usually on in the early hours of the morning. Also known as teleshopping.
- Product placement = promotional advertisements made by marketers using real commercial products and services in media.
- Sponsorship = something to support an event, activity, person or campaign which is funded financially through the provision of other products or services.
- Development of digital video recorder (TiVo, Sky+) means people can record television programs directly onto a hard drive, allowing them to "fast-forward" or "skip" through the advertisements. As a result of this, many speculate that TV advertisements will be eliminated altogether and replaced by product placement advertising such as how in the TV program, "Extreme Makeover: Home Edition", they only use certain brands of products when building the houses. By showing these products being used on a program, it immediately provides that brand with promotion and advertising.
Extra ad research
First television advert was broadcast in the United States on July 1st 1941 when the Bulova Watch Company paid $9 on New York City NBC for a 20second spot before a baseball game between the Brooklyn Dodgers and the Philadelphia Phillies. It simply displayed a Bulova watch over a map of the U.S with a voice-over of the company's slogan, "America runs on Bulova time!"
- Codes and conventions of television include: catchy jingles, catch-phrases, animation, element of surprise.
- Animation (drawn or computer generated) can give a certain appeal which would be difficult to achieve with actors etc. Notable advert: Kellog's Rice Krispies, combining the characters, Snap, Crackle & Pop with real actors. ANIMATION APPEALING TO CHILDREN.
- TV advertising takes airtime away from programs. Typical hour-long American show in 1960s would be 51mins of the show and 9mins advertising, split up through the show. Today, a similar program would be only 42mins of the show and 18mins of advertising. A typical 30min block of time on a TV station today would include 22mins of the show with 6mins of national advertising and 2mins of local advertising.
- TV adverts today appear between shows but also interrupt the show at intervals. This method of interrupting shows was used grab the attention of the viewers because they were already focused on the TV show and would not change channel during the adverts because they would not want to miss any of the show. However, with the development of remote controls, it has made it a lot easier for people to change channel during the advertisements, meaning advertisers are having to come up with ideas to keep the audience interested enough to sit through the advertisements.
- Codes and conventions of television include: catchy jingles, catch-phrases, animation, element of surprise.
- Animation (drawn or computer generated) can give a certain appeal which would be difficult to achieve with actors etc. Notable advert: Kellog's Rice Krispies, combining the characters, Snap, Crackle & Pop with real actors. ANIMATION APPEALING TO CHILDREN.
- TV advertising takes airtime away from programs. Typical hour-long American show in 1960s would be 51mins of the show and 9mins advertising, split up through the show. Today, a similar program would be only 42mins of the show and 18mins of advertising. A typical 30min block of time on a TV station today would include 22mins of the show with 6mins of national advertising and 2mins of local advertising.
- TV adverts today appear between shows but also interrupt the show at intervals. This method of interrupting shows was used grab the attention of the viewers because they were already focused on the TV show and would not change channel during the adverts because they would not want to miss any of the show. However, with the development of remote controls, it has made it a lot easier for people to change channel during the advertisements, meaning advertisers are having to come up with ideas to keep the audience interested enough to sit through the advertisements.
More Research
Researched 'Guerrilla Marketing' which is an unconventional system of promotions on a very low budget.
- Guerrilla Marketing is specifically geared for the small business and entrepreneur.
- It should be based on human psychology instead of experience, judgment, and guesswork.
- Instead of money, the primary investments of marketing should be time, energy, and imagination.
We decided that we want to do something very simple & arty for our advertising campaign. We want to use Flash animation but dont really know how to use it! Our initial idea for the product to advertise is an alcoholic drink but after researching into the restrictions involved with advertising alcohol, I'm not sure that it would be a good product for us to advertise.
As we were doing some research, we found something about how easy it is to make shampoo adverts. This is what we found: "How to make TV Adverts...Without Really Trying!"
After reading that and researching Guerrilla Marketing, I had a thought that we could use those blunt codes and conventions of shampoo advertising to make a shampoo advert that pokes fun at other shampoo adverts, showing how generic they are! I dont know if it'll work, but its just an idea. I think it could work if we develop a really good slogan/statement.
- Guerrilla Marketing is specifically geared for the small business and entrepreneur.
- It should be based on human psychology instead of experience, judgment, and guesswork.
- Instead of money, the primary investments of marketing should be time, energy, and imagination.
We decided that we want to do something very simple & arty for our advertising campaign. We want to use Flash animation but dont really know how to use it! Our initial idea for the product to advertise is an alcoholic drink but after researching into the restrictions involved with advertising alcohol, I'm not sure that it would be a good product for us to advertise.
As we were doing some research, we found something about how easy it is to make shampoo adverts. This is what we found: "How to make TV Adverts...Without Really Trying!"
After reading that and researching Guerrilla Marketing, I had a thought that we could use those blunt codes and conventions of shampoo advertising to make a shampoo advert that pokes fun at other shampoo adverts, showing how generic they are! I dont know if it'll work, but its just an idea. I think it could work if we develop a really good slogan/statement.
Thursday, 9 October 2008
Treatment
Treatment
Our advertising campaign for our product, “simply shampoo” is titled “Simply Shampoo through the Ages” because our campaign is showing three different periods of time in which the shampoo was used. Our overall message is that our shampoo has always been the same, a very simple recipe without hair-damaging chemicals like other shampoo brands on the market which “claim” to have special ingredients to help the hair.
Our target audience is women in the age range of about 15-45 with damaged hair due to dyeing and heat-styling. The part of the narration that says “Then you need to go back to basics” and “Simply what your hair needs” appeals to our target audience because it makes them think that buying our product is going to be the answer to help their hair become healthier.
Our unique selling point is that our product has always been the same which is shown by having each advertisement in a different period of time. In addition, this also reinforces the message that the shampoo has never needed to change with the discovery of new chemicals and ingredients added to shampoo nowadays that claim to be of benefit to the hair. It has always stayed the same and the simple ingredients keeps the hair healthy and does not strip away essential oils, such as modern shampoos do today. Our line of appeal also come into this because we are portraying our product to be completely different to other shampoo brands on the market and making the audience believe that their hair needs our product. This is reinforced by the part of the narration that says “No chemicals, no gimmicks, no fuss.”, and our end text that says “Simply what your hair needs”.
We are planning on creating our advertisement by filming actors doing the actions shown in our storyboards and then Rota scoping over that to create a piece of Flash Animation which is very simple to reinforce our message that our shampoo is a very simple product.
We will use the same actress throughout to link the adverts together to form a campaign as well as keeping the narration the same and the sequence of events to reinforce the fact that it is a campaign. The only thing that will change is the time period and this will be shown through the use of mise-en-scene. For example, the hair-washing and drying methods will change and for the caveman adverts, she will wash her hair in a waterfall. Whereas in the modern advert the actress will use a typical hairdryer used today which will create a sense of realism. In the modern advert the actress will have long straight hair whereas in the vintage advert hair will be curled through the use of hair curlers to reflect and establish the period of time. The music in each advert will change to further establish and fit the period of time. The caveman adverts will have a rhythmic drum beat which will be repeated throughout the whole advert. However, it will change at certain key points to emphasize how good our product is; whereas in the vintage advert, the key points will be indicted and emphasized through the use of sound. But the main music running continuously will be that of a classic radio playing classic song from that era.
The adverts will all end the same with the actress looking happy with the perfect hair she desired. This will make our target audience look and think “I want to have hair like her” and will go out and buy the product. The last shot will be a close up pf the product to familiarize the target audience with what it looks like so the know what it is. Finally at the end the line of appeal is expressed again “Simply what your hair needs” so that it is reinforced to the audience and it is the last thing they will remember about the product.
Our advertising campaign for our product, “simply shampoo” is titled “Simply Shampoo through the Ages” because our campaign is showing three different periods of time in which the shampoo was used. Our overall message is that our shampoo has always been the same, a very simple recipe without hair-damaging chemicals like other shampoo brands on the market which “claim” to have special ingredients to help the hair.
Our target audience is women in the age range of about 15-45 with damaged hair due to dyeing and heat-styling. The part of the narration that says “Then you need to go back to basics” and “Simply what your hair needs” appeals to our target audience because it makes them think that buying our product is going to be the answer to help their hair become healthier.
Our unique selling point is that our product has always been the same which is shown by having each advertisement in a different period of time. In addition, this also reinforces the message that the shampoo has never needed to change with the discovery of new chemicals and ingredients added to shampoo nowadays that claim to be of benefit to the hair. It has always stayed the same and the simple ingredients keeps the hair healthy and does not strip away essential oils, such as modern shampoos do today. Our line of appeal also come into this because we are portraying our product to be completely different to other shampoo brands on the market and making the audience believe that their hair needs our product. This is reinforced by the part of the narration that says “No chemicals, no gimmicks, no fuss.”, and our end text that says “Simply what your hair needs”.
We are planning on creating our advertisement by filming actors doing the actions shown in our storyboards and then Rota scoping over that to create a piece of Flash Animation which is very simple to reinforce our message that our shampoo is a very simple product.
We will use the same actress throughout to link the adverts together to form a campaign as well as keeping the narration the same and the sequence of events to reinforce the fact that it is a campaign. The only thing that will change is the time period and this will be shown through the use of mise-en-scene. For example, the hair-washing and drying methods will change and for the caveman adverts, she will wash her hair in a waterfall. Whereas in the modern advert the actress will use a typical hairdryer used today which will create a sense of realism. In the modern advert the actress will have long straight hair whereas in the vintage advert hair will be curled through the use of hair curlers to reflect and establish the period of time. The music in each advert will change to further establish and fit the period of time. The caveman adverts will have a rhythmic drum beat which will be repeated throughout the whole advert. However, it will change at certain key points to emphasize how good our product is; whereas in the vintage advert, the key points will be indicted and emphasized through the use of sound. But the main music running continuously will be that of a classic radio playing classic song from that era.
The adverts will all end the same with the actress looking happy with the perfect hair she desired. This will make our target audience look and think “I want to have hair like her” and will go out and buy the product. The last shot will be a close up pf the product to familiarize the target audience with what it looks like so the know what it is. Finally at the end the line of appeal is expressed again “Simply what your hair needs” so that it is reinforced to the audience and it is the last thing they will remember about the product.
Slogan research and ideas
How to create a slogan
What Is A Slogan?
A slogan or tagline is a sentence placed after your company name or product name that helps to give it an identity and a positive image. It's really a brief advertising slogan that is consistently displayed with your business name.
Why Have A Slogan?
How many company slogans can you recall? “Got Milk?”, “I’m Lovin’ It!”, “Just Do It”, the list goes on and on. Why? Because these slogans are unique to one brand name, they are catchy, and they are short.
You too can create a memorable slogan that will implant itself in the minds of potential customers for many years to come.
How to create Taglines & Slogans
A slogan should…
1. Be memorable
2. Recall the brand name
3. Include a key benefit
4. Differentiate the brand
5. Impart positive feelings for the brand
6. Reflect the brand's personality
7. Be strategic
8. Be campaign able
9. Be competitive
10. Be original
11. Be simple
12. Be neat
13. Be believable
14. Help in ordering the brand
A slogan should not…
1. Be in current use by others
2. Be bland, generic or hackneyed
3. Prompt a sarcastic or negative response
4. Be pretentious
5. Be negative
6. Be corporate waffle
7. Make you say "So what?" or "Ho-hum"
8. Make you say "Oh yeah??"
9. be meaningless
10. Be complicated or clumsy
From http://www.biztactics.com/blog/2005/09/how-to-create-taglines-slogans.php
The Art and Science of the Advertising Slogan
By Timothy R. V. Foster
Memorability has to do with the ability the line has to be recalled unaided. A lot of this is based on the brand heritage and how much the line has been used over the years. But if it is a new line, what makes it memorable? I suggest it is the story told in the advertisement - the big idea.
The more the line resonates with the big idea, the more memorable it will be. 'My goodness, my Guinness!', as well as being a slick line, was made memorable by the illustrations of the Guinness drinker seeing his pint under some sort of threat (perched on the nose of a performing seal, for example). It invoked a wry smile and a tinge of sympathy on the part of the audience at the potential loss if the Guinness was dropped.
If it is successful, ideally the line should pass readily into common parlance as would a catchphrase, such as 'Beanz meanz Heinz' or 'Where's the beef?'
In addition to a provocative and relevant illustration or story, alliteration, coined words, puns and rhymes are good ways of making a line memorable, as is a jingle.
Shampoo Slogan examples:
* It takes tender loving care to beat wear and tear.
*My health could compare with the condition of my Pantene hair.
*A tropical fragrance so intense, means every night out is heaven scent.
*Disco divas know full well, fruit fusion means you kiss and tell.
* Infused with fruity energy, my hair stays up as late as me!
*It would give me a brilliant head start, and a perfect finish.
*The berry thought of such a grape experience makes me go bananas!
*They transform lifeless weak ends into lively weekends!
My Slogan Ideas for Simple shampoo:
Think Ahead. Stay Ahead simple shampoo
Simply Shampoo:
Start the day with simply shampoo
Simply shampoo, the real thing
Splash shampoo:
Why just wash, when you can SPLASH?
Splash, rinse, repeat
Splash in the shower for Shine Power!
Krembo Shampoo:
First class krembo!
The krembo look
What Is A Slogan?
A slogan or tagline is a sentence placed after your company name or product name that helps to give it an identity and a positive image. It's really a brief advertising slogan that is consistently displayed with your business name.
Why Have A Slogan?
How many company slogans can you recall? “Got Milk?”, “I’m Lovin’ It!”, “Just Do It”, the list goes on and on. Why? Because these slogans are unique to one brand name, they are catchy, and they are short.
You too can create a memorable slogan that will implant itself in the minds of potential customers for many years to come.
How to create Taglines & Slogans
A slogan should…
1. Be memorable
2. Recall the brand name
3. Include a key benefit
4. Differentiate the brand
5. Impart positive feelings for the brand
6. Reflect the brand's personality
7. Be strategic
8. Be campaign able
9. Be competitive
10. Be original
11. Be simple
12. Be neat
13. Be believable
14. Help in ordering the brand
A slogan should not…
1. Be in current use by others
2. Be bland, generic or hackneyed
3. Prompt a sarcastic or negative response
4. Be pretentious
5. Be negative
6. Be corporate waffle
7. Make you say "So what?" or "Ho-hum"
8. Make you say "Oh yeah??"
9. be meaningless
10. Be complicated or clumsy
From http://www.biztactics.com/blog/2005/09/how-to-create-taglines-slogans.php
The Art and Science of the Advertising Slogan
By Timothy R. V. Foster
Memorability has to do with the ability the line has to be recalled unaided. A lot of this is based on the brand heritage and how much the line has been used over the years. But if it is a new line, what makes it memorable? I suggest it is the story told in the advertisement - the big idea.
The more the line resonates with the big idea, the more memorable it will be. 'My goodness, my Guinness!', as well as being a slick line, was made memorable by the illustrations of the Guinness drinker seeing his pint under some sort of threat (perched on the nose of a performing seal, for example). It invoked a wry smile and a tinge of sympathy on the part of the audience at the potential loss if the Guinness was dropped.
If it is successful, ideally the line should pass readily into common parlance as would a catchphrase, such as 'Beanz meanz Heinz' or 'Where's the beef?'
In addition to a provocative and relevant illustration or story, alliteration, coined words, puns and rhymes are good ways of making a line memorable, as is a jingle.
Shampoo Slogan examples:
* It takes tender loving care to beat wear and tear.
*My health could compare with the condition of my Pantene hair.
*A tropical fragrance so intense, means every night out is heaven scent.
*Disco divas know full well, fruit fusion means you kiss and tell.
* Infused with fruity energy, my hair stays up as late as me!
*It would give me a brilliant head start, and a perfect finish.
*The berry thought of such a grape experience makes me go bananas!
*They transform lifeless weak ends into lively weekends!
My Slogan Ideas for Simple shampoo:
Think Ahead. Stay Ahead simple shampoo
Simply Shampoo:
Start the day with simply shampoo
Simply shampoo, the real thing
Splash shampoo:
Why just wash, when you can SPLASH?
Splash, rinse, repeat
Splash in the shower for Shine Power!
Krembo Shampoo:
First class krembo!
The krembo look
Brand research
Brands
Brands can be defined in two ways. Firstly, a brand can be identification or a mark that differentiates one business from another (through a name or a logo, for example). Secondly, a brand symbolises how people think about a business. Building a brand helps customers in their decision-making, creating a perceived knowledge of what they are going to buy - before they buy it. Brands are big business. They can be worth many millions of pounds. The value of the Coca Cola brand has been said to be worth sixty per cent of the market capitalisation of the Coca Cola Corporation. Defining a brand is not easy. Successful brands create a relationship of trust between the customer and the brand.
Important to all this is the overall idea of the "brand image". The brand image can be created in a variety of ways: personal experience; word of mouth; how the brand is presented in stories in the media; packaging; point of sale display; retail staff; and, of course, advertising. A brand that customers can call to mind easily is called a "salient" brand. Many brands have readily recognisable images which are almost indelibly associated with the brand. Sometimes this is packaging (for example, a Perrier bottle). Sometimes it is an image associated with advertising (such as the deluxe dog). Sometimes it is a combination of elements (for example, the Coca Cola
bottle, the distinctive font for the logo and the colour red). (It has been said that the reason that Father Christmas is represented in red, rather than in his original green, is because of the influence of Coca Cola's branding).
Why do you need to define your brand?
1. to ensure that you have a fresh, compelling and competitive proposition
2. to ensure that your brand works strongly at an emotional as well as at a rational level
3. to ensure that your brand can be delivered consistently and in full by all its stakeholders
Your brand should be defined according to the following dimensions:
1. Its central organising thought – defining it for internal & stakeholder use in one sentence
2. Its slogan - defining it for use with customers in one sentence
3. Its personality – what would it be like if it were a human being?
4. Its values – what does it stand for/against?
5. Its tastes/appearance - what does it look like? What does it sound like? What does it like and dislike?
6. Its stories - what are the stories you tell about how it all came about/what sort of brand it is?
7. Its emotional benefits – how it avoids/reduces pain or increases pleasure
8. Its hard benefits – the “pencil sell”
Brands can be defined in two ways. Firstly, a brand can be identification or a mark that differentiates one business from another (through a name or a logo, for example). Secondly, a brand symbolises how people think about a business. Building a brand helps customers in their decision-making, creating a perceived knowledge of what they are going to buy - before they buy it. Brands are big business. They can be worth many millions of pounds. The value of the Coca Cola brand has been said to be worth sixty per cent of the market capitalisation of the Coca Cola Corporation. Defining a brand is not easy. Successful brands create a relationship of trust between the customer and the brand.
Important to all this is the overall idea of the "brand image". The brand image can be created in a variety of ways: personal experience; word of mouth; how the brand is presented in stories in the media; packaging; point of sale display; retail staff; and, of course, advertising. A brand that customers can call to mind easily is called a "salient" brand. Many brands have readily recognisable images which are almost indelibly associated with the brand. Sometimes this is packaging (for example, a Perrier bottle). Sometimes it is an image associated with advertising (such as the deluxe dog). Sometimes it is a combination of elements (for example, the Coca Cola
bottle, the distinctive font for the logo and the colour red). (It has been said that the reason that Father Christmas is represented in red, rather than in his original green, is because of the influence of Coca Cola's branding).
Why do you need to define your brand?
1. to ensure that you have a fresh, compelling and competitive proposition
2. to ensure that your brand works strongly at an emotional as well as at a rational level
3. to ensure that your brand can be delivered consistently and in full by all its stakeholders
Your brand should be defined according to the following dimensions:
1. Its central organising thought – defining it for internal & stakeholder use in one sentence
2. Its slogan - defining it for use with customers in one sentence
3. Its personality – what would it be like if it were a human being?
4. Its values – what does it stand for/against?
5. Its tastes/appearance - what does it look like? What does it sound like? What does it like and dislike?
6. Its stories - what are the stories you tell about how it all came about/what sort of brand it is?
7. Its emotional benefits – how it avoids/reduces pain or increases pleasure
8. Its hard benefits – the “pencil sell”
Advertising research (was a power point i created)
Advertising research
Amy Morgan
Word list
Account The relationship between agency and client - an account may cover one campaign or many years of advertising, and may include all the products marketed by a client or just one
Advertorial An paid-for advertisement which includes editorial content; normally identified in a print magazine with the word "Advertisement" printed as a head across the top of the page to distinguish it from true (in theory unbiased) editorial content
Agency The organisation which takes care of advertising for clients.
Anchorage The 'pinning down of meaning' that a caption provides when coupled with an ambiguous image - or vice versa
Animatic A filmed storyboard, where stills or short extracts are put together as a rough edit to show the client prior to the filming and editing of a full quality (and therefore expensive) TVC
Benefits The features of a product which are highlighted to customers in ads. there are only two true benefits: better and cheaper. An ad may highlight the supposed emotional benefits of owning a product (eg you'll be happier, more attractive)
Billboard Space for outdoor advertising
Brief The outline of a campaign's purpose given to the agency by the client. The brief is then developed further by the agency for internal use
Campaign A time-limited set of ads - campaigns may run across different media, and for one month or ten years, but can be categorised together as they are the execution of a central idea
Client The organisation who pays the agency
Coverage calculated in percentages, the proportion of a target audience who has the opportunity to see an ad once
Creative The creative ideas behind an ad, or the person/team who comes up with them
Classified advertising which does not used pictures, and is generally not produced by an agency. A good example of how vendors can communicate directly with buyers
Copy The text created for an ad
Demographics Describing an audience by age, gender, ethnicity, location - ie the facts about them
Focus Groups Small, select groups representing a target audience who are paid to answer questions at the behest of a market research organisation
Frequency The number of times an audience get the opportunity to see an ad
Pitch The communication by the agency of a campaign strategy to the client
Penetration The proportion of a potential market that is actually using a particular brand
Product Placement The practice of paying for a branded product to be used by a character in a movie - eg James Bond driving a BMW Z3
Product Positioning Establishing the market niche of a product - which may not be as the brand leader - and advertising to the appropriate segment of the audience
Propaganda The deliberate manipulation of information in order to achieve certain objectives - NB this is RARELY used in connection with modern advertising
Psychographics Describing an audience by their shared psychological profile (likes, dislikes etc)
Reach Similar to coverage
Slogan Line of copy which encapsulates the campaign strategy
Space The pages in a magazine or newspaper which can be sold (as double spreads, foldouts, full, half and quarter pages) to advertisers
USP Unique Selling Proposition/point - a highlighted benefit of a product which makes it stand out from all rival brands.
What is advertising?
Advertising is a process, not a medium in its own right, although it uses different media forms to communicate. Advertising, in its simplest form, is the way in which the vendor or manufacturer of a product communicates with consumers via a medium, or many different media.
The vendor is giving notice that a product is for sale at a given price to people who might be interested in buying it. This harks back to the earliest forms of advertising, when exotic new goods shipped into Europe from the Far East and India (eg tea and spices) needed to be brought to the attention of people who had never encountered them before.
They also have to emphasise the benefits of the product they are offering. There are only two basic benefits that a product has when compared to others of a similar sort. It can be described as being better or cheaper (or both!!).
They might also add an image of the desk - a picture is worth 1000 words after all - in order to persuade the consumer still further that this desk is the right desk to buy. They might add a headline or slogan to their ad, to announce exactly what it is that is being sold. Thus they have all the basic elements of print advertising: a catchy slogan, an image, and copy text. This advertisement will hopefully fulfill its purpose which is to provide information which might influence someone to buy the desk. It has done this by linking the vendor of the desk to people who are looking to buy a desk. The link appears in the medium of the supermarket noticeboard, and the vendor pays the owner of the medium to place it there. The vendor has chosen this medium because the kind of people who buy the kind of desk advertised read advertisements on supermarket noticeboards.
Advertising as Branding
Most advertising today is about communicating the complex range of messages about a product known as branding. A brand is a product or range of products that has a set of values associated with it that are easily recognised by the consumer. A brand is distinguished immediately by its name and/or a symbol (eg the Nike swoosh, the adidas three stripes). Brand Identity is created by using the following elements
1. Brand Essence - a way of summing up the significance of the brand to stockholders and consumers alike of the brand in one simple sentence
2. Brand Slogan - a public way of identifying the brand for consumers - often associated with a logo
3. Brand Personality - marketeers can describe their brand as though it were a person, with likes and dislikes and certain behaviour
4. Brand Values – what does it stand for/against?
5. Brand Appearance - What does it look/sound/taste like?
6. Brand Heritage - how long has it been around? does it have customers who have been loyal to it for many years?
7. Emotional benefits – how it avoids/reduces pain or increases pleasure
8. Hard benefits – bigger? better? cheaper? washes whiter?
As consumers, we tend to be more familiar with a whole brand, as opposed to individual products. The process of advertising allows us to associate values with products that may not have a real connection to them - for instance, Nike has always selected rebellious athletes to promote its shoes, the 'bad boys' of basketball, tennis & football, and therefore the Nike brand has connotations of rebelliousness, of doing whatever it takes to win.
The Advertising Industry
The advertising industry has an important part to play in developed economies. As well as generating sales of goods and services, it provides often the sole source of revenue for media companiies such as magazines and radio stations. The institution of advertising is made up of a number of different advertising agencies. These agencies employ a variety of different personnel who perform diverse roles, from coming up with creative ideas, to doing audience research, to post production on TV commercials. The agencies provide expertise in a number of different areas (eg print design, market profiling) to manufacturers and thus provide a vital link to audience. It was recognised as long ago as the late nineteenth century that an advertising agency could offer the services of skilled personnel as and when their specialism were needed on a particular project, and that this was a more cost effective approach that individual manufactuers employing their own advertising department.
Advertising is a global industry, and just as there are huge global corporations who sell and advertise their goods around the world (Nike, McDonalds, Microsoft, Adidas, Samsung) so there are huge global advertising agencies who have offices in every major territory.The main advertising agencies (and their websites) are:
Bates Asia - includes useful case studes (Nokia)
BBDO - Their Mission Statement plus some good case studies (FedEx & Pepsi)
DDB - "bringing Humanity to the Digital Age"
M&C Saatchi - this is the mac link
Ogilvy - plus links to their different incarnations
TBWA - the UK site, flash-tastic (not), but again some good examples of campaigns
The Advertising Process & Personnel
The manufacturer provides a number of different agencies with a particular brief. The brief includes details of the product and the aims of the campaign - it might be to launch an new line or inspire new interest in an old favourite - as well as limitations of budget, timescale etc. Each agency will then research the brief, and come up with a campaign idea which they will pitch to the client. The client chooses their favourite pitch and employs that agency to mastermind the campaign. The agency is then responsible for executing the campaign, producing in full the designs for adverts, buying space in magazines, on billboards and TV, and rolling out the campaign on the given dates.
Producing a single campaign can be an expensive process involving hundreds of skilled people - read about a recent Audi (A8) campaign here which employed over 600 people and "the kind of state-of-the-art film technology otherwise reserved for Hollywood blockbusters".
The main personnel who work for an advertising agency include:
Account Managers - They deal directly with the client and oversee all operations. They have overall responsibility for individual accounts - and their success or failure. Quite a responsibility if your client is FedEx...
Creatives - art directors and copywriters who are responsible for coming up with visual and verbal ideas. They are responsible for turning the strategy devised by the strategic planner and account manager into a series of original and effective advertisements.
Strategic Planners - are responsible for researching audiences and markets -an increasingly scientific task - and coming up with a strategy which will connect audience to product. They need to know about psychographics, demographics and economics.
Media Buyers - spend their time negotiating for pages in magazines, and bashing out deals with TV companies for prime time commercial spots. Because they are often negotiating on behalf of many clients at once, buying huge blocks of advertising space, they are powerful enough to get good deals.
NATURE OF INDUSTRY
Firms in the advertising industry prepare advertisements for other companies and organizations and might also arrange to place them in print, broadcast, interactive, and other media. This industry also includes firms that sell advertising space for publications, radio, television, and the Internet. Divisions of companies that produce and place their own advertising are not considered part of this industry.
Companies often look to advertising as a way of increasing sales. Most companies do not have the staff with the necessary skills or experience to create effective advertisements; furthermore, many advertising campaigns are temporary, so employers would have difficulty maintaining their own advertising staff. Instead, companies commonly solicit bids from ad agencies to develop advertising for them. Next, ad agencies offering their services to the company often make presentations. If an agency wins the account, the real work begins. Various departments within the agency-such as creative, production, media, and research-work together to meet the client's goal of increasing sales
Amy Morgan
Word list
Account The relationship between agency and client - an account may cover one campaign or many years of advertising, and may include all the products marketed by a client or just one
Advertorial An paid-for advertisement which includes editorial content; normally identified in a print magazine with the word "Advertisement" printed as a head across the top of the page to distinguish it from true (in theory unbiased) editorial content
Agency The organisation which takes care of advertising for clients.
Anchorage The 'pinning down of meaning' that a caption provides when coupled with an ambiguous image - or vice versa
Animatic A filmed storyboard, where stills or short extracts are put together as a rough edit to show the client prior to the filming and editing of a full quality (and therefore expensive) TVC
Benefits The features of a product which are highlighted to customers in ads. there are only two true benefits: better and cheaper. An ad may highlight the supposed emotional benefits of owning a product (eg you'll be happier, more attractive)
Billboard Space for outdoor advertising
Brief The outline of a campaign's purpose given to the agency by the client. The brief is then developed further by the agency for internal use
Campaign A time-limited set of ads - campaigns may run across different media, and for one month or ten years, but can be categorised together as they are the execution of a central idea
Client The organisation who pays the agency
Coverage calculated in percentages, the proportion of a target audience who has the opportunity to see an ad once
Creative The creative ideas behind an ad, or the person/team who comes up with them
Classified advertising which does not used pictures, and is generally not produced by an agency. A good example of how vendors can communicate directly with buyers
Copy The text created for an ad
Demographics Describing an audience by age, gender, ethnicity, location - ie the facts about them
Focus Groups Small, select groups representing a target audience who are paid to answer questions at the behest of a market research organisation
Frequency The number of times an audience get the opportunity to see an ad
Pitch The communication by the agency of a campaign strategy to the client
Penetration The proportion of a potential market that is actually using a particular brand
Product Placement The practice of paying for a branded product to be used by a character in a movie - eg James Bond driving a BMW Z3
Product Positioning Establishing the market niche of a product - which may not be as the brand leader - and advertising to the appropriate segment of the audience
Propaganda The deliberate manipulation of information in order to achieve certain objectives - NB this is RARELY used in connection with modern advertising
Psychographics Describing an audience by their shared psychological profile (likes, dislikes etc)
Reach Similar to coverage
Slogan Line of copy which encapsulates the campaign strategy
Space The pages in a magazine or newspaper which can be sold (as double spreads, foldouts, full, half and quarter pages) to advertisers
USP Unique Selling Proposition/point - a highlighted benefit of a product which makes it stand out from all rival brands.
What is advertising?
Advertising is a process, not a medium in its own right, although it uses different media forms to communicate. Advertising, in its simplest form, is the way in which the vendor or manufacturer of a product communicates with consumers via a medium, or many different media.
The vendor is giving notice that a product is for sale at a given price to people who might be interested in buying it. This harks back to the earliest forms of advertising, when exotic new goods shipped into Europe from the Far East and India (eg tea and spices) needed to be brought to the attention of people who had never encountered them before.
They also have to emphasise the benefits of the product they are offering. There are only two basic benefits that a product has when compared to others of a similar sort. It can be described as being better or cheaper (or both!!).
They might also add an image of the desk - a picture is worth 1000 words after all - in order to persuade the consumer still further that this desk is the right desk to buy. They might add a headline or slogan to their ad, to announce exactly what it is that is being sold. Thus they have all the basic elements of print advertising: a catchy slogan, an image, and copy text. This advertisement will hopefully fulfill its purpose which is to provide information which might influence someone to buy the desk. It has done this by linking the vendor of the desk to people who are looking to buy a desk. The link appears in the medium of the supermarket noticeboard, and the vendor pays the owner of the medium to place it there. The vendor has chosen this medium because the kind of people who buy the kind of desk advertised read advertisements on supermarket noticeboards.
Advertising as Branding
Most advertising today is about communicating the complex range of messages about a product known as branding. A brand is a product or range of products that has a set of values associated with it that are easily recognised by the consumer. A brand is distinguished immediately by its name and/or a symbol (eg the Nike swoosh, the adidas three stripes). Brand Identity is created by using the following elements
1. Brand Essence - a way of summing up the significance of the brand to stockholders and consumers alike of the brand in one simple sentence
2. Brand Slogan - a public way of identifying the brand for consumers - often associated with a logo
3. Brand Personality - marketeers can describe their brand as though it were a person, with likes and dislikes and certain behaviour
4. Brand Values – what does it stand for/against?
5. Brand Appearance - What does it look/sound/taste like?
6. Brand Heritage - how long has it been around? does it have customers who have been loyal to it for many years?
7. Emotional benefits – how it avoids/reduces pain or increases pleasure
8. Hard benefits – bigger? better? cheaper? washes whiter?
As consumers, we tend to be more familiar with a whole brand, as opposed to individual products. The process of advertising allows us to associate values with products that may not have a real connection to them - for instance, Nike has always selected rebellious athletes to promote its shoes, the 'bad boys' of basketball, tennis & football, and therefore the Nike brand has connotations of rebelliousness, of doing whatever it takes to win.
The Advertising Industry
The advertising industry has an important part to play in developed economies. As well as generating sales of goods and services, it provides often the sole source of revenue for media companiies such as magazines and radio stations. The institution of advertising is made up of a number of different advertising agencies. These agencies employ a variety of different personnel who perform diverse roles, from coming up with creative ideas, to doing audience research, to post production on TV commercials. The agencies provide expertise in a number of different areas (eg print design, market profiling) to manufacturers and thus provide a vital link to audience. It was recognised as long ago as the late nineteenth century that an advertising agency could offer the services of skilled personnel as and when their specialism were needed on a particular project, and that this was a more cost effective approach that individual manufactuers employing their own advertising department.
Advertising is a global industry, and just as there are huge global corporations who sell and advertise their goods around the world (Nike, McDonalds, Microsoft, Adidas, Samsung) so there are huge global advertising agencies who have offices in every major territory.The main advertising agencies (and their websites) are:
Bates Asia - includes useful case studes (Nokia)
BBDO - Their Mission Statement plus some good case studies (FedEx & Pepsi)
DDB - "bringing Humanity to the Digital Age"
M&C Saatchi - this is the mac link
Ogilvy - plus links to their different incarnations
TBWA - the UK site, flash-tastic (not), but again some good examples of campaigns
The Advertising Process & Personnel
The manufacturer provides a number of different agencies with a particular brief. The brief includes details of the product and the aims of the campaign - it might be to launch an new line or inspire new interest in an old favourite - as well as limitations of budget, timescale etc. Each agency will then research the brief, and come up with a campaign idea which they will pitch to the client. The client chooses their favourite pitch and employs that agency to mastermind the campaign. The agency is then responsible for executing the campaign, producing in full the designs for adverts, buying space in magazines, on billboards and TV, and rolling out the campaign on the given dates.
Producing a single campaign can be an expensive process involving hundreds of skilled people - read about a recent Audi (A8) campaign here which employed over 600 people and "the kind of state-of-the-art film technology otherwise reserved for Hollywood blockbusters".
The main personnel who work for an advertising agency include:
Account Managers - They deal directly with the client and oversee all operations. They have overall responsibility for individual accounts - and their success or failure. Quite a responsibility if your client is FedEx...
Creatives - art directors and copywriters who are responsible for coming up with visual and verbal ideas. They are responsible for turning the strategy devised by the strategic planner and account manager into a series of original and effective advertisements.
Strategic Planners - are responsible for researching audiences and markets -an increasingly scientific task - and coming up with a strategy which will connect audience to product. They need to know about psychographics, demographics and economics.
Media Buyers - spend their time negotiating for pages in magazines, and bashing out deals with TV companies for prime time commercial spots. Because they are often negotiating on behalf of many clients at once, buying huge blocks of advertising space, they are powerful enough to get good deals.
NATURE OF INDUSTRY
Firms in the advertising industry prepare advertisements for other companies and organizations and might also arrange to place them in print, broadcast, interactive, and other media. This industry also includes firms that sell advertising space for publications, radio, television, and the Internet. Divisions of companies that produce and place their own advertising are not considered part of this industry.
Companies often look to advertising as a way of increasing sales. Most companies do not have the staff with the necessary skills or experience to create effective advertisements; furthermore, many advertising campaigns are temporary, so employers would have difficulty maintaining their own advertising staff. Instead, companies commonly solicit bids from ad agencies to develop advertising for them. Next, ad agencies offering their services to the company often make presentations. If an agency wins the account, the real work begins. Various departments within the agency-such as creative, production, media, and research-work together to meet the client's goal of increasing sales
psychographics appeal
Psychographics Appeal
My idea
Whoop!
Possible products
Cat food: what I found out
Cat food is formulated to address the specific nutritional requirements of cats. Although cats are generally carnivores, most commercial cat food contains both animal and plant material, supplemented with vitamins, minerals and other nutrients. An important nutrient is the amino acid derivative tureen, as cats cannot synthesize the compound. Cats fed a tureen-deficient dog food may develop retinal degeneration and go blind.
Chocolate:
Chocolate is a mixture of cocoa paste, cocoa butter, and sugar. It is considered as a complimentary food, since all three organic substances exist (although not well balanced): carbohydrates (starch, diverse sugars), fats (cocoa butter), and vegetable proteins. Minerals can also be found in chocolate: potassium and magnesium in large amounts, calcium and sodium in small amounts, and iron in trace amounts. Chocolate also contains vitamins A1, B1, B2, D, and E.
Chosen product- Chocolate
Further Research:
The benefits of chocolate:
The pharmaco-dynamic substances (those whose action is similar to medications) found in chocolate are responsible for its reputation concerning its abilities. Four of these such substances can be found in chocolate: theobromine, caffeine, phenyl ethylamine, and serotonin. They appear in a negligible quantity, but each in infinitely small quantities plays an important role. Theobromine stimulates the central nervous system, facilitates muscular efforts, as well as having diuretic and cardiotonic action. It is an orexigan (appetite stimulator). Caffeine increases resistance towards fatigue, favorises intellectual activity, and increases watchfulness. Concerning phenyl ethylamine, it has a chemical structure similar to amphetamines and therefore contains psycho-stimulating properties. Serotonin, on the other hand, is a neurotransmitter (substance freed by the nerve endings) in the cerebral cortex--its quantity is often found to be lower during certain nervous depression states. The serotonin found in chocolate helps correct its initial loss. Likewise, the caffeine and saccharose stimulate the body's stimulation of serotonin. Finally, due to the pleasure it offers, chocolate stimulates endorphin secretion thus procuring naturally the same effects as opium. With this description of chocolate's chemical composition, it's never-ending list of virtues are easily explained.
Narrative
Based on my research on how chocolate increases serotonin levels I decided to reflect this concept in my ad.
It starts with a stressed woman at work, stuck at her desk all day with a million and one things to do. She looks out her office window and sees a little girl happily munching on a chocolate bar. She looks on in envy of the girl.
She opens her desk and discovers a chocolate bar (wow!).
As she munches on the bar she becomes the happy girl down the street. The ad ends by saying “Chipper! A little chunk of happiness”. As she skips along.
Review
The advert deflects the fact that chocolate and confectionary makes you (the consumer) happy. The target audience is working women and men between 20-40 who need a way to relax and indulge themselves. Showing that the line of appeal is happiness and a relaxed world away from work.
My idea
Whoop!
Possible products
Cat food: what I found out
Cat food is formulated to address the specific nutritional requirements of cats. Although cats are generally carnivores, most commercial cat food contains both animal and plant material, supplemented with vitamins, minerals and other nutrients. An important nutrient is the amino acid derivative tureen, as cats cannot synthesize the compound. Cats fed a tureen-deficient dog food may develop retinal degeneration and go blind.
Chocolate:
Chocolate is a mixture of cocoa paste, cocoa butter, and sugar. It is considered as a complimentary food, since all three organic substances exist (although not well balanced): carbohydrates (starch, diverse sugars), fats (cocoa butter), and vegetable proteins. Minerals can also be found in chocolate: potassium and magnesium in large amounts, calcium and sodium in small amounts, and iron in trace amounts. Chocolate also contains vitamins A1, B1, B2, D, and E.
Chosen product- Chocolate
Further Research:
The benefits of chocolate:
The pharmaco-dynamic substances (those whose action is similar to medications) found in chocolate are responsible for its reputation concerning its abilities. Four of these such substances can be found in chocolate: theobromine, caffeine, phenyl ethylamine, and serotonin. They appear in a negligible quantity, but each in infinitely small quantities plays an important role. Theobromine stimulates the central nervous system, facilitates muscular efforts, as well as having diuretic and cardiotonic action. It is an orexigan (appetite stimulator). Caffeine increases resistance towards fatigue, favorises intellectual activity, and increases watchfulness. Concerning phenyl ethylamine, it has a chemical structure similar to amphetamines and therefore contains psycho-stimulating properties. Serotonin, on the other hand, is a neurotransmitter (substance freed by the nerve endings) in the cerebral cortex--its quantity is often found to be lower during certain nervous depression states. The serotonin found in chocolate helps correct its initial loss. Likewise, the caffeine and saccharose stimulate the body's stimulation of serotonin. Finally, due to the pleasure it offers, chocolate stimulates endorphin secretion thus procuring naturally the same effects as opium. With this description of chocolate's chemical composition, it's never-ending list of virtues are easily explained.
Narrative
Based on my research on how chocolate increases serotonin levels I decided to reflect this concept in my ad.
It starts with a stressed woman at work, stuck at her desk all day with a million and one things to do. She looks out her office window and sees a little girl happily munching on a chocolate bar. She looks on in envy of the girl.
She opens her desk and discovers a chocolate bar (wow!).
As she munches on the bar she becomes the happy girl down the street. The ad ends by saying “Chipper! A little chunk of happiness”. As she skips along.
Review
The advert deflects the fact that chocolate and confectionary makes you (the consumer) happy. The target audience is working women and men between 20-40 who need a way to relax and indulge themselves. Showing that the line of appeal is happiness and a relaxed world away from work.
reviewing codes and conventions
Semiotics and Media Language and Sassure
Iconic – Signs which are what they represent
Indexical – Signs linked o a certain aspect e.g. cardboard boxes imply homelessness
Symbolic level – Signs with deeper levels of meaning e.g. American Flag – freedom
Signifier – the physical form of the sign
Signified – what the sound or image expresses
Technical Codes, Genre and Lighting
1) Shot size
2) Long shot
3) Mid shot
4) Close up
5) Extreme close up
Lighting
Low Key – Dramatic, moody
High Key – Bright and exciting
Low contrast – Not many different colours, everyday
High contrast – Dramatic, volatile
Focus
Deep – Look at everything
Selective – Looks at most important subject
Soft – When edges blur together
Denotation and connotation
REMEMBER: Keep the actual image separate from the interpretation of it.
Denotation – What is literally in the picture
Connotation – Different interpretations which might be associated
Genre
We have genre because it gives the producer a list of ingredients which he/she can use to make an effective product.
Audience expectations need to be met with genre in order for it to be successful.
Critics and analysts use genre as a basis for comment
Within Genre there is always the following components:
• Stock characters
• Stock Plots
• Stock situations, issues and themes
• Stock locations and backdrops
• Stock props and signifiers
• Music
• Generic Conventions
Analysis of Adverts
The image needs to be analysed by 7 things;
1) Position of the camera
2) Lighting
3) Composition (how is it set up)
4) Framing
5) Focus
6) Objects and people (positioning of)
7) Meanings which result
Iconic – Signs which are what they represent
Indexical – Signs linked o a certain aspect e.g. cardboard boxes imply homelessness
Symbolic level – Signs with deeper levels of meaning e.g. American Flag – freedom
Signifier – the physical form of the sign
Signified – what the sound or image expresses
Technical Codes, Genre and Lighting
1) Shot size
2) Long shot
3) Mid shot
4) Close up
5) Extreme close up
Lighting
Low Key – Dramatic, moody
High Key – Bright and exciting
Low contrast – Not many different colours, everyday
High contrast – Dramatic, volatile
Focus
Deep – Look at everything
Selective – Looks at most important subject
Soft – When edges blur together
Denotation and connotation
REMEMBER: Keep the actual image separate from the interpretation of it.
Denotation – What is literally in the picture
Connotation – Different interpretations which might be associated
Genre
We have genre because it gives the producer a list of ingredients which he/she can use to make an effective product.
Audience expectations need to be met with genre in order for it to be successful.
Critics and analysts use genre as a basis for comment
Within Genre there is always the following components:
• Stock characters
• Stock Plots
• Stock situations, issues and themes
• Stock locations and backdrops
• Stock props and signifiers
• Music
• Generic Conventions
Analysis of Adverts
The image needs to be analysed by 7 things;
1) Position of the camera
2) Lighting
3) Composition (how is it set up)
4) Framing
5) Focus
6) Objects and people (positioning of)
7) Meanings which result
back dating work- planning and research
1. Brainstorm: There are two types of advertisements, so the first thing to do is decide what type you need.
The first is an ad campaign that is more intended to build your brand than for making an immediate sale. This type of ad gets your name out there so that people will recall it, for instance, the ad in the paper that says "Divorce for fathers." By being placed in the paper again and again, this ad is designed to infiltrate people's subconscious so that some day down the road, a father who is getting divorced will remember whom to call.
Branding ad campaigns are long-term undertakings. It's an ongoing process that pays increasing dividends as time goes by.
The second type of ad campaign is intended to create an immediate reaction — a sale — now. The ad may be used to let people know about a special next week or that a shipment of Chinese lanterns just came in. Typically, this campaign is of shorter length and may use several media outlets.
So the first step is to decide what type of ad you want to run.
2. Budget: The United States Small Business Administration suggests that you earmark 2% of your gross sales towards advertising. Others believe the amount should be 5%. Either way, the important thing is to make a commitment and earmark the appropriate percentage of gross sales towards that figure.
And remember the rule: Repetition is the key to success. When choosing an ad and a medium, you will need to budget enough money to get your message heard or seen by enough people enough times. Your ad rep will help you figure out how many ads that is.
3. Choose the right medium: Different media outlets have different strengths and weaknesses. Your campaign may utilize only one or it may take several to accomplish your goals. Keep these factors in mind:
o Choose media that reaches your demographic. You must know what your customers watch, read, listen to, and know where they are located. Once you know that, you can request the media kits for the various media and compare the information contained therein to your target demographic. When you find a match, you are headed in the right direction.
o Choose media used by your target audience. If you sell sporting goods, then your customers likely read the sports page. If you sell to teens, an alternative rock radio station makes sense. Again, you need to know what your customers read and watch to make an informed decision.
o Choose media that you can afford. You need to figure out, with the assistance of the ad rep of the media sources you like best, what sort of frequency you will need to penetrate your target market, and then what it will cost you to advertise. Compare costs with several sources, and narrow the field to the sources that best deliver your demographic at the best cost.
4. Create the ad: Once you know what sort of ad you want to run and what your media options are, you can start to create an ad or ads that both reinforce your brand and/or increase sales. Your ad rep can help with this, as can the right software program.
5. Test the ad: The best way to avoid making a costly advertising mistake is to test an ad before committing a lot of money to it. Make sure it pulls first, then you can run with it. This could mean running a smaller version of the ad in print and then enlarging it, or it might mean running your radio spot overnight before placing it during peak commuter time.
6. Roll it out: Once you are convinced (by your test) that you have an ad that works, and once you know which media sources will offer you the biggest bang for your buck, then you can safely place the ad. In fact, once you have found an ad that works, use it in as many places, and as often, as you can.
http://www.saidwhat.co.uk/motivation/inspirationalquotes,41
The first is an ad campaign that is more intended to build your brand than for making an immediate sale. This type of ad gets your name out there so that people will recall it, for instance, the ad in the paper that says "Divorce for fathers." By being placed in the paper again and again, this ad is designed to infiltrate people's subconscious so that some day down the road, a father who is getting divorced will remember whom to call.
Branding ad campaigns are long-term undertakings. It's an ongoing process that pays increasing dividends as time goes by.
The second type of ad campaign is intended to create an immediate reaction — a sale — now. The ad may be used to let people know about a special next week or that a shipment of Chinese lanterns just came in. Typically, this campaign is of shorter length and may use several media outlets.
So the first step is to decide what type of ad you want to run.
2. Budget: The United States Small Business Administration suggests that you earmark 2% of your gross sales towards advertising. Others believe the amount should be 5%. Either way, the important thing is to make a commitment and earmark the appropriate percentage of gross sales towards that figure.
And remember the rule: Repetition is the key to success. When choosing an ad and a medium, you will need to budget enough money to get your message heard or seen by enough people enough times. Your ad rep will help you figure out how many ads that is.
3. Choose the right medium: Different media outlets have different strengths and weaknesses. Your campaign may utilize only one or it may take several to accomplish your goals. Keep these factors in mind:
o Choose media that reaches your demographic. You must know what your customers watch, read, listen to, and know where they are located. Once you know that, you can request the media kits for the various media and compare the information contained therein to your target demographic. When you find a match, you are headed in the right direction.
o Choose media used by your target audience. If you sell sporting goods, then your customers likely read the sports page. If you sell to teens, an alternative rock radio station makes sense. Again, you need to know what your customers read and watch to make an informed decision.
o Choose media that you can afford. You need to figure out, with the assistance of the ad rep of the media sources you like best, what sort of frequency you will need to penetrate your target market, and then what it will cost you to advertise. Compare costs with several sources, and narrow the field to the sources that best deliver your demographic at the best cost.
4. Create the ad: Once you know what sort of ad you want to run and what your media options are, you can start to create an ad or ads that both reinforce your brand and/or increase sales. Your ad rep can help with this, as can the right software program.
5. Test the ad: The best way to avoid making a costly advertising mistake is to test an ad before committing a lot of money to it. Make sure it pulls first, then you can run with it. This could mean running a smaller version of the ad in print and then enlarging it, or it might mean running your radio spot overnight before placing it during peak commuter time.
6. Roll it out: Once you are convinced (by your test) that you have an ad that works, and once you know which media sources will offer you the biggest bang for your buck, then you can safely place the ad. In fact, once you have found an ad that works, use it in as many places, and as often, as you can.
http://www.saidwhat.co.uk/motivation/inspirationalquotes,41
Shooting schedule
Shooting Schedule
Date Time Location advert
Monday 6th October 2008 5:30pm Amy's House vintage
Wednesday 8th October 7:30pm Amy's House vintage
Monday 13th October 4:30pm Amy's House Caveman
Wednesday 15th October 5:00pm Amy's House Caveman
Monday 20th October 5:00pm Amy's House Futureistic
Wednesday 22nd October 5:30pm Amy's House Futureistic
Filming equipment
• Actress- Hannah Morgan
• Camera
• Tripod
• Tape
• Bottle-simply shampoo
Date Time Location advert
Monday 6th October 2008 5:30pm Amy's House vintage
Wednesday 8th October 7:30pm Amy's House vintage
Monday 13th October 4:30pm Amy's House Caveman
Wednesday 15th October 5:00pm Amy's House Caveman
Monday 20th October 5:00pm Amy's House Futureistic
Wednesday 22nd October 5:30pm Amy's House Futureistic
Filming equipment
• Actress- Hannah Morgan
• Camera
• Tripod
• Tape
• Bottle-simply shampoo
filming
When filming on Monday night I encounterd a few problems. Firstly there wasn't any natural light in my bathroom as there are no windows. To try and solve this I turned on mirror lights and the lights in the hallway to make it brighter. I have quite a small bathroom so it was difficult to achive the correct positioning of the shot that i wanted to film.
On tuesday me Laura and i looked through the footage and decided that a few extra shots were needed. We decided that shots over the shoulder would be needed and a shot from inside the cuboard of Hannah searching for shampoo. Finally, we thought that the shots in general were too distant and more close ups were needed. So wednesday night, after discussing what shots were needed I filmed Hannah again.
I placed the camera inside the cuboard to get a shot of Hannah looking into the cuboard. This worked really well when looking at the new footage this morning. The cuboard in my bathroom is made of mirror glass so when filming over the sholder the camera captured Hannah's reflection which gave an effective close up of her face which we didn't think to include. Through trial and error and experiment on my behalf when filming, the footage obtained came out really well for us to then use in flash animation. Next week I will start on ad two, the following week ad three. I aim to have all the filming done by the end of the moth so that we have as much time as possible to spend editing our adverts to perfection as using animation is new to me and will take some time to learn how to use it properly and effectively.
On tuesday me Laura and i looked through the footage and decided that a few extra shots were needed. We decided that shots over the shoulder would be needed and a shot from inside the cuboard of Hannah searching for shampoo. Finally, we thought that the shots in general were too distant and more close ups were needed. So wednesday night, after discussing what shots were needed I filmed Hannah again.
I placed the camera inside the cuboard to get a shot of Hannah looking into the cuboard. This worked really well when looking at the new footage this morning. The cuboard in my bathroom is made of mirror glass so when filming over the sholder the camera captured Hannah's reflection which gave an effective close up of her face which we didn't think to include. Through trial and error and experiment on my behalf when filming, the footage obtained came out really well for us to then use in flash animation. Next week I will start on ad two, the following week ad three. I aim to have all the filming done by the end of the moth so that we have as much time as possible to spend editing our adverts to perfection as using animation is new to me and will take some time to learn how to use it properly and effectively.
Tuesday, 7 October 2008
moving on
i filmed my sister last night so we have footage to start working on for the first advert. laura is creating the final storyboard for ad three which will be complete for tomorrow.
Tomorows aim is to go through the footage and start editing and creating ad 1.
Tomorows aim is to go through the footage and start editing and creating ad 1.
Thursday, 2 October 2008
let get rocking!
first 2 storyboards are fine. I wil film my 13 year old sister after school on monday. I chose to use my sister as she has model looks and long hair. she is always at home so i retakes will be easy to arrange and i can boss her about. so filming ad one is my task for next week.
Laura's task is to complete the storyboard of ad three. we are changing the last ad so that it is set in the future. Watching the cartoon "the jetsons" should help laura and give her further ideas.
So hopefully by the end of next week ad one should be well underway.
Laura's task is to complete the storyboard of ad three. we are changing the last ad so that it is set in the future. Watching the cartoon "the jetsons" should help laura and give her further ideas.
So hopefully by the end of next week ad one should be well underway.
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