Evaluate the adverts
Task 8: Evaluate the adverts
Learning Outcome 3 (U20): Be able to produce the
planned media components
M3 (U20): Explain how the
created media components comply with the codes and conventions of the media
sectors
D2 (U20): Demonstrate how
the technical and aesthetic properties of the media components meet the client
brief
M3:
Codes:
Codes are systems of sign, which create meaning. These include both technical codes and symbolic codes. An example of a code that create meaning is retro clothes and lighting used in our advert to portray another time period.
The Logo - The products name is in a Sans-Serif Font and is following the color scheme that we set. This font and layout is bold and eye-catching, which meant that it is easy for the target audience to spot it and see it. This is the name that the client decided on and gave to us to advertise for them. We started looking at this brand name/ log on the visualisation diagram as we had to make sure that it fit with the other aspects of the visualization diagram. Dafont.com was a website that we used to help us choose different font styles.
The Slogan - The slogan that we are using for in the magazine, and throughout campaign, is "Cheers to the good old days". We created and decided on this slogan as it links to the message that the client wants us to convey to the target audience through the promotional material that we create. This message is implying that when you drink PhizzWizzard you end up reminiscing and remembering 'the good old days', specifically adults remembering their time as teenagers buying this drink. We began discussing the slogan during the planning stage of the project and finally used it in our visualisation diagram, this was to ensure that it portrayed the message the client wanted to send, as well as making sure that it fit and linked with other aspects that we wanted to include.
Our magazines slogan is 'Cheers to the good old days'. This is because we want to encourage the target audience, specifically the primary target audience, which is people 30 and above, to purchase the drink and then drink the drink and reminisce about their childhoods and their teenage years so that they remember the 'good old days' . We were inspired by Red Bulls slogan 'Red Bull gives you wings'. This is because Red Bulls message is that if you drink their energy drink you feel young and weightless as if you have wings and your flying. A slogan is a technique that keeps a brand/product memorable and we were inspired by the use of the slogan in Red Bull's advert.
The Imagery - The imagery in the magazine is a image of the drink itself in can form. The drink is ment to be the main image on the magazine, as it is the most memorable and it is something that can intrigue and draw in the target audience. This is because of its bright red color. On the can there is an image of a strawberry, this then links to the flavor of the drink, the name of the flavor 'strawberry laces' is also on the can in a Sans-Serif Font, in order to show continuity throughout the can and the campaign itself. The other competitors also use bright colors for their product to portray the flavor of the drink they are selling, for example Ribena use a purple label on their bottles for their blackcurrant flavored drink, however they then also use a red label on their bottles for strawberry flavored version of the drink. This is what attracts the target audience, as well as differentiate the different types of flavors and different types of drinks. We initially began discussing the imagery during the planning stage of our project. For the imagery we started off by sketching and drawing out ideas that we could use on the visualisation diagram, then we came to this final decision. We made sure that we included all the details that we needed to included, for example the flavor and the name of the drink, as well as made sure that it is appropriate for the specific target audience. Our treatment also helped us to produce ideas for our images and we bounced several ideas amongst the group.
The imagery for our magazine is a image of a the product in a can form. This is because we want to advertise the product to the public and to make it more recognizable, so by putting a image of the actual product on the magazine it makes it easier for the public and target audience to recognize the drink in shops. We were inspired by the imagery that our competitors use to sell their drinks. For example Coca Cola use images of their canned drinks as the main image on all of their advertisements.
The Flavor - The drink is strawberry laces flavored. This is put into the magazine so that the audience, specifically the primary target audience can recognize and see the flavor of the drink. Because we are following a set color scheme for all of the writing it shows continuity throughout all of the promotional material, which makes it easy for the target audience to spot this flavor. For the flavor we discussed it in the planning stage of the project and the proposal, where we had to state the aims and objectives and had to discuss the drink in detail. We made the color scheme based on the flavor of the drink, as we wanted to make it easy for the public to notice and recognize the drink.
The Price - The price of the drink was decided by the client and we did our best to follow it and include it onto all the promotional material so that the public is aware of how much the product itself costs. We didn't include a chosen price for our drink, which is probably one of the only codes and conventions that was missed out of the campaign.
The magazine that we create doesn't include the price of the drink This is because as we didn't want to overwhelm the reader with lots of information that can be easily forgotten. Instead we showed the logo, slogan and company name so that the product can be easily searched up with these brand identification methods.
The Company Name - The company that is selling this drink is Carter Soft Drinks. Is extremely important to put this onto the magazine. This is so the target audience knows who the company is in case they want to find out more information about the drink or the company itself, for example if they want to see that the drink contains or to see how credible the company is. The company itself has its own logo that doesn't follow or match the campaigns color scheme, which makes it stand out and more visible to the public. This is important as the logo can become more recognizable to the public, which can then also make the drink more recognizable. Including the company name was discussed at the beginning of the planning stage. We agreed with the client that it should be included onto the product and the all the promotional material made for this advertising campaign.
Social Media - In the magazine we haven't included the social media links, such as the Instagram or Twitter accounts, or the website link, as we thought that it was unnecessary as the magazine readers could just search up the name and logo shown on the magazine ad. However we did include it on some of our other ads, such as our promotional video.
The Billboard
The Colors - We followed the color scheme that we set during the planning stage for all of our promotional and advertising material. We did this in order to show continuity between all of the advertisements, as well as to make it easily recognizable to the public. The colors that we chose are based on the competitors and based on the flavor of the drink. We also wanted to make sure that the colors we chose were comprehensive with the theme we were set by the client. We feel that this is the best way to build a brand for this drink, as well as it being the best way to get the target audience to purchase the drink. This is because the color scheme is bold, bright and eye catching. We initial started discussing the color scheme during the planning stage of the project and this is the color that we tried out during the creating of the mood-board, as we straight away wanted to find a color that was eye catching, attractive and would represent the flavor of the product well, as well as represent the drink its self in a memorable way.
The colors that we are using for our magazine are predominately red or some sort of red. This is because of the fact that we based our color scheme on the flavor of the drink, which is strawberry lace. The color itself is also very bright and recognizable to the target audience and public, which makes the advertisement bold and eye catching. We were also inspired by our competitor Coca Cola as they predominately use red cans and are know and are more recognizable for the color red.
The Font - The font that is shown on the billboard is extremely important. This is because the bolder the font the more it attracts the target audience and the more eye catching it is. This is why the font needs to be big, bold, understandable and clear to read. When we first started to discuss the font in the planning stage, we had to work out what the font would look like by using visualization diagrams. We had to make sure that the font would stand out to the target audience so that they would get drawn in and be encouraged or reminded to by the product.
The Logo - On the billboard we included the logo/brand name of the product we are trying to sell and advertise. This in on the top left hand corner of the billboard, in a bright red color that stands out. The logo its self represents the flavor of the drink, which is strawberry laces. This is because the font that we used for the logo sort of looks like a strawberry lace itself. We chose this to present the name of the product and brand as it we feel it is the best way to attract the primary target audience. This is the same logo that it continuously shown throughout our advertisements. We began looking at this logo on the visualisation diagram as we had to make sure that it fit with the other aspects of the visualization diagram.
(Image sourced from google)
Our billboard logo is 'PhizzWizzard' as this is the name of the product and what we want the target audience to primary remember. The name needs to be big, bold and clear so that it is easily seen on the billboards whilst people are passing by. We were inspired by other competitors. For example Coca Cola only put their brand name, logo and slogan on their adverts.
The Imagery - The imagery that we used on the billboard is the same as the the imagery that we used in the magazine and in the promotional video that we created. We did this to show continuity throughout all of our promotional and advertising material, as well as to make the brand more recognizable to the public. We also did this to ensure that the public and the target audience doesn't get confused by our advertisements. This is because if we created lots of different advertisements that all look different it can become confusing and can distract the target audience from the message the client is trying to send as well as put them off buying the product. We initially began discussing the imagery during the planning stage of our project. For the imagery we started off by sketching and drawing out ideas that we could use on the visualisation diagram, then we came to this final decision. We made sure that we included all the details that we needed to included, for example the flavor and the name of the drink, as well as made sure that it is appropriate for the specific target audience.
The Layout - For the layout of the billboard it was important for us to make the billboard recognizable and understandable to the target audience and the general public. The layout needs to be understandable and clear so that the public can easily read and see the information that is placed on the billboard, this means that the font needs to be big and bold, and the imagery needs to be placed accordingly so that it doesn't look busy and messy. The layout of the billboard was discussed and agreed upon during the planning stage of the project whilst we created the visualization diagrams.
Social Media - On the billboard we haven't included the social media links, such as the Instagram or Twitter accounts, or the website link, as we thought that it was unnecessary as the magazine readers could just search up the name and logo shown on the magazine ad. However we did include it on some of our other ads, such as our promotional video.
Our billboard doesn't contain any social media accounts or website links on it. This is because as we didn't want to overwhelm the reader with lots of information that can be easily forgotten. Instead we showed the logo, slogan and company name so that the product can be easily searched up with these brand identification methods.
Shots/Angles - The different types of shots that are mainly used in the video are mid shots of the two main actors, these are the two adults in a work place, reminiscing their childhood, specifically their teenage years. Other shots that are used are in the scenes with the two main actors are wide shots. This is to show both characters in the office work place. Another shot used in this scene is a long shot of the main male actor as he walks into the office space, so that we can see his character movements and body language that expresses how he feels about finding and buying the drink. There is also a over the should shot of the main male actor as he walks to his friend/colleague. The shot of the can being bought by the younger version of the main female actor is an extreme close up, that focuses on the drink being bought. There is also another close up on the drink later on in the promotional video of the drinks being placed after the two main actors drink the drink and place their cans on the table. We also later in the video during the flashback sequence we used mid, long and close up shots to try to portray the feeling that the to main actors get when they are drinking the drink.
(Image sourced from google)
A convention that is used in a promotional video advert is the types of shots and angels used. We mainly used mid shots and close ups so that we could constantly show the product to the target audience. We were inspired by Coca Colas video advert for their drink.
Lighting - We used different types of lighting in these video. In the office workplace scenes we used the regular dull office lighting to try and portray how boring the two main characters lives were without the drink. Then in the first flashback scene of the younger version of the main female character is buying the drink we used brighter natural lighting to show the difference in feeling. For example without the drink their lives are boring and darker, but with the drink their lives are more fun and bright. In the final flashback scene it was a party/disco type of scene, where we used party styled colorful lighting to relate back to the theme that the client set us, retro 80s/90s feel theme.
(Image sourced from google)
Another convention of a promotional video advert is lighting. The lighting that is used in the office scenes is office work space lighting so that the scene looks dark, gloomy and boring. The first flashback scene is using natural lighting to show how bright life was with the drink in the characters lives. The final flashback scene is a party scene so we used a dark room with disco lights to represent that. This is all linking back to the idea and message the client is trying to convey to the target audience and the public. We were inspired by the promotional video that Coca Cola created as this uses natural lighting in a dark are and is showing two people on a train enjoying a normal day with their Coca Cola drinks.
Editing - The whole promotional advertisement is edited in color. This is because the drink we are trying to advertise and sell to the audience is a bright drink that is meant to excite the target audience. We also used different types of cuts to transition between scenes. For example when transitioning into a flashback we used a different transition then we did for the regular talking scenes between the two main characters, where we used regular jump cuts.
Another convention of a video advert is the type of editing that we use. The video was edited in color as we wanted to convey the brightness, life and energy that the drink brings to people. This so that it attracts the primary target audience, which are most likely all working boring dull jobs and miss the taste of PhizzWizzard. A competitor that we where inspired by was Pepsi. This is because in their adverts they consistently use many quick cuts between different characters.
Another convention of a video advert is the type of sound that we use in the video. The sound is mainly diegetic. This is because the video revolves around two characters speaking about the drink and them being nostalgic and reminiscing about the past childhood and youth when they used to drink this specific drink. The only non diegetic sound that is played is the background music that is used throughout the video and the music that is used during the flashback scenes. We were inspired by Red Bulls advertisements as they include non diegetic music in the back ground which sounds very inspirational and energetic which implies that you can do anything, which is a message that they want to send out.
Music - The music that we first played over the office workplace scenes as background music was non diegetic and more calm and soft where as the music that we in the flashback scenes was more lively and energetic. The music that we played for the flashback scenes was non diegetic as we had the music playing over the video to make it look like the actors that played the younger version of the main character where in a party dancing to the song playing. The song that we played was fun and energetic and pulled viewers into watching the promotional video.
The final convention of a video advert is the music that is included. In our video there is music playing the background of the video. This is trying to keep the audience engages, as well as have a song that reminds the audience of the drink and the advertisement. A competitor that we were inspired by was Coca Cola as they also play non diegetic music that make you think of the brand when you hear the song that is played in the ad.
D2:
Please note that all pre-production materials that I have discussed can be found on the following link = https://yllkahumolliunit20and24.blogspot.com/2019/03/task-6-planning-adverts.html
Within the campaign, the brief contained the context to create three different media products that advertised the clients product. These three media products are, a billboard, a magazine advert and a promotional video. These three media products needed to meet the theme that the client set, which was 'retro' themed, in order to attract the primary target audience which is a 'retro' audience that is aged around 30 and above, as well as ensuring that the drink would be suitable for the secondary target audience, which is around the ages of 13-18 years old. Each of the products that we created needed to contain elements that would attract and relate to both target audiences. In the three different media products, we had to focus on selling the canned version of the drink and distributing to many platforms in order to reach a large amount of the target audience.
One requirement of the brief was to mention the name of the product. Because the name of the product us PhizzWizzard we had to make sure that this was featured and put onto every piece of media products that we created in order to create a brand identity that is recognizable to the public, as well as to show continuity throughout the whole campaign itself. We used this brand name from the beginning of the pre-production work, we had to make sure that the font we used for the brand name was big, bold and clear to read so that the target audience could clearly see the name of the drink as well as it be rememberable so that the public, more specifically the target audience could remember it clearly and be encouraged to buy the drink. On each individual media product we created we placed the brand name strategically in order to make it eye catching and visible to the public. For example on the billboard we placed the brand name on the top left corner as it was the most visible area for the public to see when passing by. We also included the brand name in the magazine advertisement by putting it on the top of the page in a large font that was clear and eye catching. We also included the brand name in the promotional video we created on multiple occasions in order to promote it to the audience watching. Our pre-production plan helped us to ensure we met this requirement through the creation of our visualisation diagrams, research into conventions, storyboard and proposal. Through making these documents we were able to review them and see where to place the name of the product and if the font works to reaffirm the name.
The second requirement for the adverts is to promote the flavor, which is strawberry laces. We met this requirement by continuously adding images of a strawberry and strawberry laces on the different media products that we created. When we first started planning for the project we decided to include these elements into the media products we created in order to represent the flavor and show continuity throughout the campaign. For example on the images of the can we included a strawberry and strawberry laces on the can to represent the flavor, that itself explains the flavor without having to label it, however we did also include the flavor on the product itself and the media products we created just to make sure that it was clear to the public and the target audience. We also used the color red a lot as we believes that this color also represented the flavor well. The color is also very eye catching and bright, meaning that it could attract the audience quickly and intrigue them to purchase the drink. We added all of these elements together in order to meet the client demands on the client brief. These two elements are clear brief requirements. The colour red appears within our mood board quite dominantly and we used this colour palette to help create our production pieces.
Another requirement was to follow the color scheme that we set, which was predominately red themed. The red color that we used was also the color of the can and the drink itself. We made sure to use this color throughout all of the pre-production and production process so that we could continuously work with the color and make sure that it fit the theme and the clients overall demands. The red color that we used reflects the flavor of the drink very well as strawberry laces are normally red. The client wanted this color to be used, this means that we had to make sure that it was used on all of our media products so that we could reflect the flavor of the drink, so we could show continuity throughout the campaign and to make the brand recognizable by just the color. In our pre-production documents, the treatment, mood board and proposal outline the use of our color and reasons for why we chose to follow this color scheme and how it helped us to incorporate it throughout our campaign. This colour has several connotations that could be applied to our campaign. Passion is a clear connotation of the colour red and our research (especially Coca Cola) uses the colour red effectively.
The fourth requirement was to follow was that the product had to be advertised and sold in cans. We did this buy showing on the different pre-production elements and all the media products that we created included a image of the can. The actors in the promotional video are constantly holding and showing the can to the camera and the audience. We had to make sure that the actors didn't cover up the label of the drink so that the target audience knew what the drink was called as it was the featured object in the video. Additionally, the product shot at the end with the pull focus reiterates the product. On the visualization diagram we made we had planned the aesthetic properties of the advert. We did this by sketching out the can as the main image of the visualisation diagram and using the can as the main feature of the video, meaning that we have met the client brief. The image of the can appears on the billboard and the magazine to clearly demonstrate to the target audience that the drink is available for purchase in can form. Our storyboard and shot-by-shot helped us to plan this element for our promotional video.
The fifth requirement is the different types of target audiences. The primary target audience is aimed at people of the ages of 30 and above, those that were born in the 80's and above. The secondary target audience is ages from 13 to 18 years old. The primary target audience will remember the drink from their childhood, which means that it brings back memories for them. The video is targeting both target audiences and showing the introducing the retro 80/90's feel to the secondary audience, as well as bringing back the memories to the primary target audience. By having actor that are of both target audiences represents the two different ages and target audiences, as well as try to relate to all the target audience. We also looked at some of our other competitors and created a mood board to compare our target audiences and compare campaigns and how they marketed and advertised to their target audience. From this we met the client brief by incorporating different elements to attract both target audiences. For us to target and advertise to our secondary target audience, which is part of the younger generation, we use social media platforms to communicate with them, for example Instagram, Twitter and a website that includes all the information about the drink, this is because these are apps and platforms that they use on a daily basis. A ll people of these age groups have technology which easily accesses these different typed of online platforms. The billboard and magazine that we created will attract the older generation of the overall, this is because they are more paper based and more visible to the older generation that doesn't use social media. For example everyone that is passing by it, especially those billboards on highways, can view the billboard that people drive pass. Whereas the promotional video would attract both audience as both audiences watch Tv and have access to the video.
The sixth requirement is that we needed to include is a billboard advert, magazine advert and a promotional video. During the pre-production process we were able to meet these requirements when planning the different adverts. We created a visualisation diagram that would fit the magazine and billboard and then created a script and story board for the video advert. By using different types of pre-production tools we were able to meet the clients demands and requirements. The technical properties that we included for this was the text from the script. For the aesthetic properties we made the visualisation diagram so that we could actually see and visualize what the media products were going to look like. Even though the brief outlines what components need to be created, the design aspect of the project was up to my group.
One of the final client requirements is all about the social media aspects of advertising the product. The client brief suggests that Carter Soft Drink hopes to go viral on social media so that they can gain publicity and popularity for their drinks and products. We discussed and considered putting social media accounts on the promotional video so that we could target the secondary target audience and encourage them more to purchase the drink. We created a Instagram account as we felt that it best suited the secondary target audience as they all most likely have a Instagram account and use it on a daily basis, and we are trying hard to appeal to them in order to increase sales.
Carters soft drinks is the name of the company t that we need to make sure we promote and include on all of the promotional material. We had to follow the client brief and produce the three different types of media products that they asked us to create. We also had to make sure that we used the logo of the Carter soft drinks in all of these advertisements, so that the target audience knew who the company was incase they wanted to ask them any further information about the drink. We met this requirement and it's important to incorporate this in the campaign to increase brand awareness and provide recognition to the client.We used Twitter because we felt that this is targeted at the older target audience and thought of having a website for anyone else to look at which provides lots of information about the product. Using platforms such as Twitter and Instagram is effective as it can be shared multiple times so that lots of different people see the product.
M3:
Codes:
Codes are systems of sign, which create meaning. These include both technical codes and symbolic codes. An example of a code that create meaning is retro clothes and lighting used in our advert to portray another time period.
- Technical Codes - This is all the ways in which equipment is used to tell the story in a media text. For example camera work or editing.
- Symbolic Codes - This shows what is beneath the surface of what we see. For example a characters actions can show you how they are feeling an their emotions
Conventions:
Conventions are the widely recognized way of doing something which is to do with content, form and style. These are two types of conventions which consists of:
- Technical Conventions - A convention in a technical area. These conventions apply to the majority of music videos or adverts. For example the video being the same length as the song and fast cuts
- Genre Conventions - This is where conventions are associated with a particular genre. For example this would be portraying the 80s/90s, which we did on our promotional video by changing the lighting and music to let the audience know that the time period has changed.
The Magazine
The Colors - The color scheme that we have followed is a bright one that includes lots of red. We predominately used and became our primary color is the color red. This is because the flavor of the clients drink is strawberry laced, which is a red sweet. The color reflects and represents the flavor. The color itself is bright, bold and attacks the audience. This is why we decided to use this bright color to attract the audience and the public, as it is easily recognizable and eye catching. We initial started discussing the color scheme during the planning stage of the project and this is the color that we tried out during the creating of the mood-board, as we straight away wanted to find a color that was eye catching, attractive and would represent the flavor of the product well, as well as represent the drink its self in a memorable way.
The colors that we are using for our magazine are predominately red or some sort of red. This is because of the fact that we based our color scheme on the flavor of the drink, which is strawberry lace. The color itself is also very bright and recognizable to the target audience and public, which makes the advertisement bold and eye catching. We were also inspired by our competitor Coca Cola as they predominately use red cans and are know and are more recognizable for the color red. Red also connotes passion and the fact that Coca Cola used it reaffirms the passion that consumers have for the product.
The Colors - The color scheme that we have followed is a bright one that includes lots of red. We predominately used and became our primary color is the color red. This is because the flavor of the clients drink is strawberry laced, which is a red sweet. The color reflects and represents the flavor. The color itself is bright, bold and attacks the audience. This is why we decided to use this bright color to attract the audience and the public, as it is easily recognizable and eye catching. We initial started discussing the color scheme during the planning stage of the project and this is the color that we tried out during the creating of the mood-board, as we straight away wanted to find a color that was eye catching, attractive and would represent the flavor of the product well, as well as represent the drink its self in a memorable way.
(Image sourced from google)
The colors that we are using for our magazine are predominately red or some sort of red. This is because of the fact that we based our color scheme on the flavor of the drink, which is strawberry lace. The color itself is also very bright and recognizable to the target audience and public, which makes the advertisement bold and eye catching. We were also inspired by our competitor Coca Cola as they predominately use red cans and are know and are more recognizable for the color red. Red also connotes passion and the fact that Coca Cola used it reaffirms the passion that consumers have for the product.
The Slogan - The slogan that we are using for in the magazine, and throughout campaign, is "Cheers to the good old days". We created and decided on this slogan as it links to the message that the client wants us to convey to the target audience through the promotional material that we create. This message is implying that when you drink PhizzWizzard you end up reminiscing and remembering 'the good old days', specifically adults remembering their time as teenagers buying this drink. We began discussing the slogan during the planning stage of the project and finally used it in our visualisation diagram, this was to ensure that it portrayed the message the client wanted to send, as well as making sure that it fit and linked with other aspects that we wanted to include.
(Image sourced from google)
(Image sourced from google)
The imagery for our magazine is a image of a the product in a can form. This is because we want to advertise the product to the public and to make it more recognizable, so by putting a image of the actual product on the magazine it makes it easier for the public and target audience to recognize the drink in shops. We were inspired by the imagery that our competitors use to sell their drinks. For example Coca Cola use images of their canned drinks as the main image on all of their advertisements.
The Price - The price of the drink was decided by the client and we did our best to follow it and include it onto all the promotional material so that the public is aware of how much the product itself costs. We didn't include a chosen price for our drink, which is probably one of the only codes and conventions that was missed out of the campaign.
(Image sourced from google)
The magazine that we create doesn't include the price of the drink This is because as we didn't want to overwhelm the reader with lots of information that can be easily forgotten. Instead we showed the logo, slogan and company name so that the product can be easily searched up with these brand identification methods. 
Social Media - In the magazine we haven't included the social media links, such as the Instagram or Twitter accounts, or the website link, as we thought that it was unnecessary as the magazine readers could just search up the name and logo shown on the magazine ad. However we did include it on some of our other ads, such as our promotional video.
Our magazine doesn't contain any social media accounts or website links on it. This is because as we didn't want to overwhelm the reader with lots of information that can be easily forgotten. Instead we showed the logo, slogan and company name so that the product can be easily searched up with these brand identification methods.
The Colors - We followed the color scheme that we set during the planning stage for all of our promotional and advertising material. We did this in order to show continuity between all of the advertisements, as well as to make it easily recognizable to the public. The colors that we chose are based on the competitors and based on the flavor of the drink. We also wanted to make sure that the colors we chose were comprehensive with the theme we were set by the client. We feel that this is the best way to build a brand for this drink, as well as it being the best way to get the target audience to purchase the drink. This is because the color scheme is bold, bright and eye catching. We initial started discussing the color scheme during the planning stage of the project and this is the color that we tried out during the creating of the mood-board, as we straight away wanted to find a color that was eye catching, attractive and would represent the flavor of the product well, as well as represent the drink its self in a memorable way.
(Image sourced from google)
The colors that we are using for our magazine are predominately red or some sort of red. This is because of the fact that we based our color scheme on the flavor of the drink, which is strawberry lace. The color itself is also very bright and recognizable to the target audience and public, which makes the advertisement bold and eye catching. We were also inspired by our competitor Coca Cola as they predominately use red cans and are know and are more recognizable for the color red.
(Image sourced from google)
The Layout - For the layout of the billboard it was important for us to make the billboard recognizable and understandable to the target audience and the general public. The layout needs to be understandable and clear so that the public can easily read and see the information that is placed on the billboard, this means that the font needs to be big and bold, and the imagery needs to be placed accordingly so that it doesn't look busy and messy. The layout of the billboard was discussed and agreed upon during the planning stage of the project whilst we created the visualization diagrams.
Social Media - On the billboard we haven't included the social media links, such as the Instagram or Twitter accounts, or the website link, as we thought that it was unnecessary as the magazine readers could just search up the name and logo shown on the magazine ad. However we did include it on some of our other ads, such as our promotional video. Our billboard doesn't contain any social media accounts or website links on it. This is because as we didn't want to overwhelm the reader with lots of information that can be easily forgotten. Instead we showed the logo, slogan and company name so that the product can be easily searched up with these brand identification methods.
The Price - The price of the drink was decided by the client and we did our best to follow it and include it onto all the promotional material so that the public is aware of how much the product itself costs. However we didn't include it onto the billboard we created as we just wanted to advertise the product itself. This is because those just passing by may not have time to read and thoroughly look at the billboard, but if they just see the logo and the products itself they can then research and look into the product, where they can then find the website with the price.
The billboard that we create doesn't include the price of the drink This is because as we didn't want to overwhelm the reader with lots of information that can be easily forgotten. Instead we showed the logo, slogan and company name so that the product can be easily searched up with these brand identification methods.
The Promotional Video
(Image sourced from google)
The billboard that we create doesn't include the price of the drink This is because as we didn't want to overwhelm the reader with lots of information that can be easily forgotten. Instead we showed the logo, slogan and company name so that the product can be easily searched up with these brand identification methods. The Promotional Video
Shots/Angles - The different types of shots that are mainly used in the video are mid shots of the two main actors, these are the two adults in a work place, reminiscing their childhood, specifically their teenage years. Other shots that are used are in the scenes with the two main actors are wide shots. This is to show both characters in the office work place. Another shot used in this scene is a long shot of the main male actor as he walks into the office space, so that we can see his character movements and body language that expresses how he feels about finding and buying the drink. There is also a over the should shot of the main male actor as he walks to his friend/colleague. The shot of the can being bought by the younger version of the main female actor is an extreme close up, that focuses on the drink being bought. There is also another close up on the drink later on in the promotional video of the drinks being placed after the two main actors drink the drink and place their cans on the table. We also later in the video during the flashback sequence we used mid, long and close up shots to try to portray the feeling that the to main actors get when they are drinking the drink.
(Image sourced from google)
Lighting - We used different types of lighting in these video. In the office workplace scenes we used the regular dull office lighting to try and portray how boring the two main characters lives were without the drink. Then in the first flashback scene of the younger version of the main female character is buying the drink we used brighter natural lighting to show the difference in feeling. For example without the drink their lives are boring and darker, but with the drink their lives are more fun and bright. In the final flashback scene it was a party/disco type of scene, where we used party styled colorful lighting to relate back to the theme that the client set us, retro 80s/90s feel theme.
(Image sourced from google)
Editing - The whole promotional advertisement is edited in color. This is because the drink we are trying to advertise and sell to the audience is a bright drink that is meant to excite the target audience. We also used different types of cuts to transition between scenes. For example when transitioning into a flashback we used a different transition then we did for the regular talking scenes between the two main characters, where we used regular jump cuts.
(Image sourced from google)
(link from YouTube.com)
Sound - The sound that is in the promotional video is mainly diegetic. This is because the video revolves around two characters speaking about the drink and them being nostalgic and reminiscing about the past childhood and youth when they used to drink this specific drink. The only non diegetic sound that is played is the background music that is used throughout the video and the music that is used during the flashback scenes.
(Image sourced from google)
Sound - The sound that is in the promotional video is mainly diegetic. This is because the video revolves around two characters speaking about the drink and them being nostalgic and reminiscing about the past childhood and youth when they used to drink this specific drink. The only non diegetic sound that is played is the background music that is used throughout the video and the music that is used during the flashback scenes.
We included a voiceover that reaffirmed the product and slogan. This is an important convention because the use of a voiceover connects the audience more than just reading text. Also the use of repetition is another clever technique to ensure that important information sticks in the mind of the consumer/audience.
(Image sourced from google)
Music - The music that we first played over the office workplace scenes as background music was non diegetic and more calm and soft where as the music that we in the flashback scenes was more lively and energetic. The music that we played for the flashback scenes was non diegetic as we had the music playing over the video to make it look like the actors that played the younger version of the main character where in a party dancing to the song playing. The song that we played was fun and energetic and pulled viewers into watching the promotional video.
D2:
Please note that all pre-production materials that I have discussed can be found on the following link = https://yllkahumolliunit20and24.blogspot.com/2019/03/task-6-planning-adverts.html
Within the campaign, the brief contained the context to create three different media products that advertised the clients product. These three media products are, a billboard, a magazine advert and a promotional video. These three media products needed to meet the theme that the client set, which was 'retro' themed, in order to attract the primary target audience which is a 'retro' audience that is aged around 30 and above, as well as ensuring that the drink would be suitable for the secondary target audience, which is around the ages of 13-18 years old. Each of the products that we created needed to contain elements that would attract and relate to both target audiences. In the three different media products, we had to focus on selling the canned version of the drink and distributing to many platforms in order to reach a large amount of the target audience.
One requirement of the brief was to mention the name of the product. Because the name of the product us PhizzWizzard we had to make sure that this was featured and put onto every piece of media products that we created in order to create a brand identity that is recognizable to the public, as well as to show continuity throughout the whole campaign itself. We used this brand name from the beginning of the pre-production work, we had to make sure that the font we used for the brand name was big, bold and clear to read so that the target audience could clearly see the name of the drink as well as it be rememberable so that the public, more specifically the target audience could remember it clearly and be encouraged to buy the drink. On each individual media product we created we placed the brand name strategically in order to make it eye catching and visible to the public. For example on the billboard we placed the brand name on the top left corner as it was the most visible area for the public to see when passing by. We also included the brand name in the magazine advertisement by putting it on the top of the page in a large font that was clear and eye catching. We also included the brand name in the promotional video we created on multiple occasions in order to promote it to the audience watching. Our pre-production plan helped us to ensure we met this requirement through the creation of our visualisation diagrams, research into conventions, storyboard and proposal. Through making these documents we were able to review them and see where to place the name of the product and if the font works to reaffirm the name.
The second requirement for the adverts is to promote the flavor, which is strawberry laces. We met this requirement by continuously adding images of a strawberry and strawberry laces on the different media products that we created. When we first started planning for the project we decided to include these elements into the media products we created in order to represent the flavor and show continuity throughout the campaign. For example on the images of the can we included a strawberry and strawberry laces on the can to represent the flavor, that itself explains the flavor without having to label it, however we did also include the flavor on the product itself and the media products we created just to make sure that it was clear to the public and the target audience. We also used the color red a lot as we believes that this color also represented the flavor well. The color is also very eye catching and bright, meaning that it could attract the audience quickly and intrigue them to purchase the drink. We added all of these elements together in order to meet the client demands on the client brief. These two elements are clear brief requirements. The colour red appears within our mood board quite dominantly and we used this colour palette to help create our production pieces.
Another requirement was to follow the color scheme that we set, which was predominately red themed. The red color that we used was also the color of the can and the drink itself. We made sure to use this color throughout all of the pre-production and production process so that we could continuously work with the color and make sure that it fit the theme and the clients overall demands. The red color that we used reflects the flavor of the drink very well as strawberry laces are normally red. The client wanted this color to be used, this means that we had to make sure that it was used on all of our media products so that we could reflect the flavor of the drink, so we could show continuity throughout the campaign and to make the brand recognizable by just the color. In our pre-production documents, the treatment, mood board and proposal outline the use of our color and reasons for why we chose to follow this color scheme and how it helped us to incorporate it throughout our campaign. This colour has several connotations that could be applied to our campaign. Passion is a clear connotation of the colour red and our research (especially Coca Cola) uses the colour red effectively.
The fourth requirement was to follow was that the product had to be advertised and sold in cans. We did this buy showing on the different pre-production elements and all the media products that we created included a image of the can. The actors in the promotional video are constantly holding and showing the can to the camera and the audience. We had to make sure that the actors didn't cover up the label of the drink so that the target audience knew what the drink was called as it was the featured object in the video. Additionally, the product shot at the end with the pull focus reiterates the product. On the visualization diagram we made we had planned the aesthetic properties of the advert. We did this by sketching out the can as the main image of the visualisation diagram and using the can as the main feature of the video, meaning that we have met the client brief. The image of the can appears on the billboard and the magazine to clearly demonstrate to the target audience that the drink is available for purchase in can form. Our storyboard and shot-by-shot helped us to plan this element for our promotional video.
The fifth requirement is the different types of target audiences. The primary target audience is aimed at people of the ages of 30 and above, those that were born in the 80's and above. The secondary target audience is ages from 13 to 18 years old. The primary target audience will remember the drink from their childhood, which means that it brings back memories for them. The video is targeting both target audiences and showing the introducing the retro 80/90's feel to the secondary audience, as well as bringing back the memories to the primary target audience. By having actor that are of both target audiences represents the two different ages and target audiences, as well as try to relate to all the target audience. We also looked at some of our other competitors and created a mood board to compare our target audiences and compare campaigns and how they marketed and advertised to their target audience. From this we met the client brief by incorporating different elements to attract both target audiences. For us to target and advertise to our secondary target audience, which is part of the younger generation, we use social media platforms to communicate with them, for example Instagram, Twitter and a website that includes all the information about the drink, this is because these are apps and platforms that they use on a daily basis. A ll people of these age groups have technology which easily accesses these different typed of online platforms. The billboard and magazine that we created will attract the older generation of the overall, this is because they are more paper based and more visible to the older generation that doesn't use social media. For example everyone that is passing by it, especially those billboards on highways, can view the billboard that people drive pass. Whereas the promotional video would attract both audience as both audiences watch Tv and have access to the video.
The sixth requirement is that we needed to include is a billboard advert, magazine advert and a promotional video. During the pre-production process we were able to meet these requirements when planning the different adverts. We created a visualisation diagram that would fit the magazine and billboard and then created a script and story board for the video advert. By using different types of pre-production tools we were able to meet the clients demands and requirements. The technical properties that we included for this was the text from the script. For the aesthetic properties we made the visualisation diagram so that we could actually see and visualize what the media products were going to look like. Even though the brief outlines what components need to be created, the design aspect of the project was up to my group.
One of the final client requirements is all about the social media aspects of advertising the product. The client brief suggests that Carter Soft Drink hopes to go viral on social media so that they can gain publicity and popularity for their drinks and products. We discussed and considered putting social media accounts on the promotional video so that we could target the secondary target audience and encourage them more to purchase the drink. We created a Instagram account as we felt that it best suited the secondary target audience as they all most likely have a Instagram account and use it on a daily basis, and we are trying hard to appeal to them in order to increase sales.
Carters soft drinks is the name of the company t that we need to make sure we promote and include on all of the promotional material. We had to follow the client brief and produce the three different types of media products that they asked us to create. We also had to make sure that we used the logo of the Carter soft drinks in all of these advertisements, so that the target audience knew who the company was incase they wanted to ask them any further information about the drink. We met this requirement and it's important to incorporate this in the campaign to increase brand awareness and provide recognition to the client.We used Twitter because we felt that this is targeted at the older target audience and thought of having a website for anyone else to look at which provides lots of information about the product. Using platforms such as Twitter and Instagram is effective as it can be shared multiple times so that lots of different people see the product.
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