Unit 3 and 30 research log

Evaluation

TimeOut Advertisement

This is our finished advertisement.

Production Log 3

Production Log 3-
This week we managed to film all of our scenes and also edit the footage to complete our advertisement. As last week we were delayed to film due to the weather and our cast being free, we managed to film all the scenes in one day. We also managed to edit our advertisements in 3 days. On the day of the filming, we managed to get all the shots we needed which we planned in our storyboard, and we also filmed extra shots in case a clip does not work correctly.
We managed to keep the advert with in the 30 second mark and i believe the advert implements our storyboard which is what we set out to do and the end result is what we expected.

The only problem we had when filming on the day was the cloak for the villian was to small and it did not cover his whole body which did not represent the character we wanted so we had him wear all black clothes which were slightly baggy to give it a more modern look while trying to represent the character.

I think the advert we have created represents what the product is for and i think the audience are able to see this in a humourous way which was the intention. Overall I am happy with the final advert.

Production Log 2

Production Log 2-
This week we were meant to starting filming for our advertisement but due to the weather we were unable to film. The days we planned were either bad days to film due to the weather, or the cast being unavailable. We managed to film our pack shot as this did not include the cast, which is the only bit of filming we able to do.

We have planned for next week to film on a Tuesday afternoon, we have made sure our cast is free this day and we have also checked the weather which seems to be fairly sunny. We will get to the location by driving there which will be much quicker and will cost less overall. We will still be filming in the same location as before which is Hainault Forest and the time of day will be the same time as we did the pack shot. We may re do the pack shot if the lighting is different.

Production Log 1

Production Log 1-
This week we planned our advertisement and completed our presentation. We completed our pre-production tasks which were cast list, crew list, prop list, recee guidance, risk assessment, voice over scipt and story board. We managed to complete this with in a week so it will be easier and quicker to film. For our cast list we chose:

- Shakir- Who will star as the Villan in the advert
- Morgan- Who will star as the one benig chased

Our crew list will be me and my partner Mahdi, we will both take turns controlling the camera and directing scenes.
The props list we decided to include a cloack for the villian, a fake knife,
We have decided to film during half term so we can edit our footage when we get back. As we don't have any exams after half term we are free to film during half term, depending on the cast as they have exams after half term so this could be a problem. The only problem we have filming during the half term is the weather, as we have checked the weather forecast, it appears to be raining most of the week, so we will see how the weather turns out.

Legal and Ethical

Budget

Voice Over Script

This is the voice over script of the dialogue on the advert:

Risk Assessment

This is the risk assessment which tells us what risks can occur at the location when filming:

Prop List

This is the Props we will be using in our advertisement:

Cast List

This is the cast who will feature in the advertisement:

Crew List

This is the crew list of who is filming:

Location Recee

Our advert will be only shot in one location:

Hainault Forest

Our first and final  location is Hainult forest:

Transport

Our first choice of transport is the car. 

We will leave from Chadwell heath Academy school 

Estimated time: 15min (there and back)

Direction:

Plan B:

We have chosen a backup location which is Epping Forest. 

Transport

Our first choice of transport is the car. 

We will leave from Chadwell heath Academy school 

Estimated time: 30min (there and back)

Direction:

Storyboard

This is the hand drawn storyboard of how the advert will look:

Media presentation video+

This is our Media Presntation Video:

Our Media Presentation

This is the Presentation we presented for our Advertisement.

Audience Grid

Case Study of Exisitng Advertising Campaigns researching the role and impact of - Advertising Standards Authority (ASA) and Ofcom

What is the background of the ASA?
The ASA stands for Advertising Standards Authority. ASA started in 1961 and it is a company which looks over adverts to see if they are legal, decent, honest and truthful in what they are advertising. The ASA focuses on analyzing adverts to see if they are suitable for the viewers eyes and they also act upon complaints from the viewers who feel an advert is harmful, offensive and misleading.

The ASA replaced specific types of media who dealt with complaints and advertisements  For Television there would be one company who analyses TV adverts, for Radio there would be one company who analyses radio adverts, for Magazines there would be one company who analyses magazine adverts etc. The ASA covers all these advertisements and are the UK's main independent regulator for advertising across all media.

http://www.asa.org.uk/About-ASA.aspx



What is the role of the ASA in the regulation of advertisements?
The ASA's role in advertisment is to inspect and analyse adverts which are being broadcast, and using advertising codes to see whether they are suitable for the audiences eyes. If they are misleading, offensive or harmful, then they can complain or act upon this. The ASA also deals with the audiences complaints, if they complain about and advert which is offensive, misleading and harmful to the audience then ASA can act upon this.

The type of adds they deal with are:

• Magazine and newspaper advertisements 
• Radio and TV commercials (not programmes or programme sponsorship) 
• Television Shopping Channels 
• Advertisements on the Internet, including:
  • banner and display ads
  • paid-for (sponsored) search
  • Marketing on companies’ own websites and in other space they control like social networking sites Twitter and Facebook 
• Commercial e-mail and SMS text message ads
• Posters on legitimate poster sites (not fly posters)
• Leaflets and brochures 
• Cinema commercials 
• Direct mail (advertising sent through the post and addressed to you personally) 
• Door drops and circulars (advertising posted through the letter box without your name on) 
• Ads on CD ROMs, DVD and video, and faxes
• Sales promotions, such as special offers, prize draws and competitions wherever they appear.

http://www.asa.org.uk/About-ASA/Funding.aspx




What is the legal standing of the ASA in the relation to Ofcom?
Things which can happen to advertisers if they break the rules from the ASA, The majority of sanctions for non-broadcast advertising are co-ordinated through CAP, whose members are trade associations representing advertisers, agencies and media. There are several CAP sanctions, which can be employed in different circumstances.

Ad Alerts - CAP can issue alerts to its members, including the media, advising them to withhold services such as access to advertising space.

Withdrawal of trading privileges - CAP members can revoke, withdraw or temporarily withhold recognition and trading privileges. For example, the Royal Mail can withdraw its bulk mail discount, which can make running direct marketing campaigns prohibitively expensive.
 
Pre-vetting - Persistent or serious offenders can be required to have their marketing material vetted before publication. For example, CAP’s poster industry members can invoke mandatory pre-vetting for advertisers who have broken the CAP Code on grounds of taste and decency or social responsibility – the pre-vetting can last for two years.

Sanctions in the online space - CAP has further sanctions that can be invoked to help ensure marketers’ claims on their own websites, or in other non-paid-for space under their control, comply with the Codes.

Advertisers who break the rules can have their advertisement taken down by the ASA. The advertisers can prevent this if they change it but the ASA has power to remove it from being advertised.

http://www.asa.org.uk/Industry-advertisers/Sanctions/Non-broadcast.aspx

What are the procedures of the organisation?
The procedure to make a complaint on an advert, you must first check if your complaint is covered by the ASA, such as the types of ads which are from magazines, radio, television, banners etc. If it is then you can submit it to ASA and your complaint will go through to the ASA and they will provide information of who will be dealing with the complaint and they will be keeping you informed.
Depending on what your complaint is, if it is something which can be dealt with and changed then your complaint can be dealt with quickly

If you go through the website which is the easiest way, it is five steps which ask you questions before making your complaint. The information you input is so they know if it is a member of the public complaining, someone on behalf the organisation with a direct interest of the subject of your complaint or someone complaining as business/company/sole trader about the advertising of another company.

http://www.asa.org.uk/Consumers/How-to-complain.aspx


What are the key parts of the code governing food and soft drink advertising and children and advertising that you think will be important to bare in mind for your advert?

The things to bare in mind when making my advert is for food and soft drink to only show true facts so the audience know what is in the product and they know what they are eating or drinking. Also not to show the product in a different way which portrays what it is. If i were to make an advert on food or soft drinks, i would have to the audience what the recommended limit is for soft drinks as it can be bad for your health.

When advertising and the target audience is children, you have to bare in mind it is suitable for them. This meaning the advertisement is not harmful, offensive, misleading or rude. Children adverts must have:

• Ads addressed to, targeted directly at or featuring children must contain nothing that is likely to result in their physical, mental or moral harm.

• Ads that are suitable for older children but could distress younger children must be sensitively scheduled. 

• Ads must not portray or represent children in a sexual way.

• Advertisers must not knowingly collect from children under 12 personal information about those children for marketing purposes without first obtaining the consent of the child’s parent or guardian.

• Trailers for films or videos carrying an 18-certificate or 15-certificate may not be advertised in or adjacent to programmes commissioned for, principally directed at or likely to appeal particularly to audiences below the age of 16.

http://www.parentport.org.uk/find-out-more/asa


Summarise some TV Advertising case studies of problematic food and soft drink advertising and children and advertising with video embeds and the ASA ruling.


In this advert we see woman waking up and getting the breakfast ready in the morning. They all pull out 'Special K' cereal and take a bite with a smile on their face. There is also a voice over of a lady talking to the audience. What we see in the advert is a woman pours milk over her Special K cereal. They mislead the audience as they say Special K contains just 114 calories, but failed to include the calories in the milk.

A complaint was made to the ASA that the ad was misleading as it didn’t include the calories in the milk. Manufacturer Kellogg’s argued not everyone has their cereal with milk, with some preferring orange juice or natural yoghurt.

But the ASA reprimanded Kellogg’s, banning the ad and insisting Special K  clarify whether the calorie count includes milk in future ads.

This is an advert for Maltesers which shows a woman working in a library and her friend offers her Maltesers. She first reply's no but the her friend mentioned it is less than 11 calories implying its low in calories. The ASA ruled out that Mars (owners of Maltesers) mislead consumers making them think Malteser products was a low calorie snack. The advert is showing that each piece is less than 11 calories which is showing it is a low energy food. Maltesers actually contains 12 times this amount which completely misleads the audience and does not tell them the truth about the actually size of calories in the chocolate.

The company said it was a purely a factual reference and was not intending to suggest that the sweets were low calorie. ASA saw a clear  view of what the company were trying to show and stated the advert as misleading.

TV Advertising

Overt Advert-

This is an advert for a sports drink called Powerade, a drink which is used to give energy in e.g. sports. In this advert we see different people playing different sports. The people featured in the advert are not the typical players for the sport they are playing such as a short basketball player, a female wrestler, a slow stocky Football (American Term) player etc. The advert shows the people getting through the sport by drinking powerade.


Target Audience-
The main target audience for this advert is directed at:

• Age- 16-26 year olds
• Ethnicity- Mixed, All people
• Sex- Male (70%), Female (30%)
• Location- America

I think the age is directed at 16-26 year old's is because the people featured in this advertisement look around this age. Also this age range, teenagers and young adults play sports in School which is why they use people who look the same age.

The ethnicity is mixed again as we see in the advert the people featured are of different races and this is meant to represent to the audience that the product is aimed at a wide audience.

The reason why i think this advert is aimed more at males than female is because in the advert we see the people shown are more male than female, sports is most popular with males today as we see it in sports such as Football, Rugby, Basketball etc. as these are more physical and contact sports. But they feature a female to show that woman also play sports such as Tennis, netball etc.

The reason why i say it is directed at Americans is because the the sports shown are very popular in America. The major Basketball league and the playoffs are played in America, The major NFL league and the Superbowl are played in America, Wrestling and UFC is a very popular sport broadcasted in America and the NHL league is played in America.

Technique-

I would say the technique used for this advert is self possession/social position. The reason why I think this technique is used in this advert is because people who don't fit in a particular sport or who are not as good as other people around them, this drink will help them get through and give them more energy to last. It is made to make the audience relate to the people in the advert who they can identify with. By them showing the audience that they can 'POWER THROUGH', shows that the target audience can also by drinking this product.

Audience Appeal-

What most appeals to the audience in this advert is the fact they can relate to this, with the disadvantage they have in sports they can also become better. An example of how it makes the audience relate to the advert is when boy in the beginning is talking to the camera about how we think he is to small to be playing basketball. This makes the audience think what disadvantage they have in other sports as this is based on the same subject. Towards the end we see him playing against guys who are much taller and who are bigger and scoring a hoop. The audience can identify with him and if they drink the product they won't have to worry about the disadvantage they may have in a sport as it shows the boy was able to get through it, this can also be a solution to a problem.

Hidden Messages-

This is an advert by Kit Kat, which is by Nestle. In this advert we see a man working at supermarket as a cashier who is using his forehead to scan items from someone's shopping. The man comes across a Kit Kat chocolate and decides to 'Have a break' and closes his till so no other customers can come to him for service.
The hidden message in this advertisement is to buy the Kit Kat and a chance to win a trip on holiday as a 'Break' which relates to the company's slogan. 


Target Audience-
The main target audience for this advert is directed at:

• Age- 21-35 year olds
• Ethnicity- British caucasain
• Sex- Male (50%), Female (50%)
• Location- UK

The reason why I think this advert is aimed at 21-35 year old's is because this is the age range for people who are working and the slogan for the advert is 'Have a break, Have a Kit Kat', this is giving the message that in work you should have have a break when work gets tough and you have been working hard 'Like a machine' which is what the advert says and shows as the man pretends to be a machine.

I think this is aimed and both male and female as this is work related and the message is directed at those who work and need a break. 

The reason why this is targeted at a UK audience and we see this as the advert is shot in the UK. Also the reason it is directed at people in the UK is because of the competition, it may only apply to people who live in the UK

Technique-

The technique used in this advert is self possession/social position. We see it is self possession/social position as it is an advert you can relate to, majority of the audience are working and are employed so they know what it is like to work. The man in this advert from 0.00-0.15 we see him looking unhappy, fed-up and exhausted from working. This is how others feel when they are working hard and they can relate to this as they know how he feels. When he eats a Kit Kat, he changes and becomes relaxed and stress free which will make the audience think the chocolate bar is a solution to become stress-free and relaxed. Also another technique is solution to a problem in someway as it is meant for your breaks and the way they show the advert, it shows it can make you relaxed.

Audience Appeal-

What most appeals to the audience in this advert is that it is Entertaining and comes under Entertainment/Diversion. The reason it is entertaining is it is humorous as the man is pretending to be a scanning machine and makes a scanning noise which is quite humorous  This is what makes the advert memorable as the advert is different in terms of style, idea, story etc. 

Also the reason the technique used in the advert is important to the audience is based on what the audience don't have or what they are missing. This advert is suppose to show you how to spend your break or when you have want to have a break it will remind you of a kit kat. 

Emotional Response Advert-

This is an advert by Wrigley's Extra chewing gum. In this advert we see a woman who has finished eating at a restaurant and a bunch on animated junk food is walking in her direction. As she reaches for her bag she pulls out a packet of chewing gum and the junk food become scared. In the advert they also show graphics of how the chewing gum helps you and is good for your teeth.


Target Audience-
The main target audience for this advert is directed at:

• Age- 18-40 year old's
• Ethnicity- All Ethnicity's 
• Sex- Male (50%), Female (50%)
• Location- UK

I think this is targeted at 18-40 year old's as the woman shown in the advert is around this age and this is an indication to the audience. Also in the advert they say that 'Chewing Extra after eating and drinking helps get rid of plaque', we know it is aimed at a older audience as they said it helps remove plaque after drinking and you must be 18 and over to drink alcohol. 

The reason why i think this is aimed at all ethnicity's and male and female is because it is a hygiene problem and , when you have a meal or a drink, plaque builds up and the best way to get rid of this is to brush your teeth but no one takes a tooth brush with them and cleans their teeth every time they have a meal or a drink so this is a solution to a problem which is quicker than brushing your teeth, more convenient and quicker. This is why I think it apply's and is targeted at a wide audience as many people experience this problem.

Technique-

The technique used in this advert is Concern. The reason why I think the technique used is  to make the audience aware that your teeth are effected when you eat and drink and that plaque builds up every time you do. Even though we brush our teeth every day it is not enough. They show this though a diagram of when you eat, the line goes down the chart which represents the plaque in your mouth and once you chew Wrigley's Extra, your teeth will be cleaner and fresher and this is shown as the line goes back up. Also at 0.02-0.07 it shows the junk food walking to the woman with an angry face, and the song playing is 'Bad boys' which adds to the way they are acting. This could be a hidden message that too much of junk food will make your teeth worse so the way to prevent this is by chewing Wrigley's Extra.

Audience Appeal-

This appeals to the audience as it is informative and gives useful information which they are unaware of. It educates the audience if they unaware that plaque builds over time and when you eat and drink. The song choice may appeal to the audience as they may be aware of the song as it was once very popular and when they hear this song it will remind them of this.

Emotional Response Advert-

This is an advert from Nicorette promoting a gum which will help you quit smoking. In this advert we see a woman stuck in traffic and she see's another man in his car smoking a cigarette  She looks tempted to smoke a cigarette aswell and reaches for her Nicorette gum which is passed by a miniature band. As she chews the gum, the band helped her celebrate the temptation for a cigarette even though she didn't.



Target Audience-
The main target audience for this advert is directed at:

• Age- 21-35 year old's
• Ethnicity- British caucasain, majority of Ethnicity's
• Sex- Male (50%), Female (50%)
• Location- UK

The reason I think the age is between 21-35 year old's is because this is the average age people smoke at and also the woman and man shown in this advert look around early to mid 30's which shows it is aimed at this target audience.
The ethnicity is British White as in this advert they are both, but i think this advert is targeted at a wider range as the there are many smokers who are different races. I also think this is both male and female as the advert shows a male and female. 

Technique-
The technique used in this advert is mainly concern because smoking cigarettes is not good for your lungs or body as it can cause cancer. The way they have shown that they are concerned is by giving advice and helping you celebrate every time you don't smoke a cigarette. 

Audience Appeal-
What makes this advert appeal to the audience is the band which plays near the end. The way it is done by making them small shows good effects and also the song they are playing. From looking at YouTube comments on this advert, most of the comments are about the band and who they are as the audience found this entertaining. I would say this advert is mostly entertaining as it has a small performance at the end and it is also information/surveillance in a way as it informs you by chewing this gum, it helps you keep of cigarettes.

Celebrity Endorsement-

This is an advert by Nike starring Lionel Messi, who is advertising his football boots. At the start of the advert we know this advert had a celebrity starring in it as Nike sport adverts only feature top athletes. The first thing we see is Lionel Messi doing kick ups with the boots so the audience already has an indication that the advert might be about the new boots he will be wearing.

Target Audience-

The main target audience for this advert is directed at:

• Age- 11-21 year olds
• Ethnicity- All
• Sex- Male (90%), Female (10%)
• Location- Worldwide

What makes the advert unique and what will make the audience want to buy the football boots is that he is currently the worlds best footballer so he is a major icon in football, and when people see this advert they will know instantly who it is. Also Adidas is a top company for sports and is as popular as Nike, this is another reason which will make the target audience want to buy the product as Adidas has the top products and people would want to show them off.
I think it is aimed at 11-21 year old's as most fans of footballers and people who aspire to be like them are this age as they play football at school and for teams at this age. I would say that this is more targeted at males rather than females as football is more of a male sport and we mainly he males in this advert.


Technique-
The technique used in this advert is self possession/social position as it is someone you are relating to. For people who play football and play like Messi in terms of position and style, they would relate to him and the advert, which makes them think the boots will make them play even more like him.


Audience Appeal-
This advert appeals to the audience as Lionel Messi is one of the most popular footballers today and what ever he wears, others will to, to be like him. He is high profiled and in popular in the media so he is well known which is why Adidas probably chose him for this advert. Also fans of Messi will recognize him and as a role model to most people they would want to see him in adverts.

Also this appeals to the audience as it is entertaining as it shows him performing a trick by juggling and doing kick-ups with his boots. Also it shows the boots and him in action, and how they look when you play so it is also in someway informative.