Developing Advert Campaign & Planning For Pitch

The idea for my advert will fit in nicely with the age group and will relate to them in many ways.

An ugly computer geeky guy is chatting online and this hot girl and she wants to meet him. But he knows he isn't good looking. So he is frantic about looking good. It is about 5 minutes to the date, he realises that he has nothing to give to the girl, so he picks a very small daisy off the ground. Then he passes a BOUNCE machine. He pops in some change and a BOUNCE drink gently gets lowered into the bottom then he takes a big sip and transforms into this hot guy, in one hand he has a big bunch of flowers and in the other he has his bottle of Bounce. He meets the girl puts his arm around her then walks off into the distance.

The Brand for my advert is going to be called Bounce, the logo for product will be the name of my product just in fancy writing. On the bottle I am going for really bright colours, the colours system will go like this Black, Orange, Black, Red, Black, Pink, Black, Purple, Black, Yellow, Black, Yellow, Black, Red, Black and Pink. The slogan for my drink will be ‘Something to make you feel good about yourself’ but this will not be on the bottle as it will be to long.

  This is the font which will be displayed on the bottle.

I can see a lot of different people watching the advert and even buying our drink, middle class people will watch it more than upper or lower class. People at school who want to just fit in with the crowd or even start the new thing; they will buy this to fit in with the crowd.

I will appeal to the correct audience by using the same age people in the advert; also I will use the same sort of fashion. I can also set the advert in places where these age people would hang around or even at a school or college.

During the advert the only editing I want is right at the end when it will advertise the drinks and all the different flavours, I would like two characters which would be the man and the women and I would like a few background people. I haven’t decided on which music I would like but something calm and fancy but when he drinks the bottle of Bounce I want it to change into hip hop, bass and really funky music.

Primary Research 'DIET COKE'

Diet Coke

In the Diet Coke advert, the cinematography used during the advert (lighting and camera angles) was used to its best. During the whole advert everything is very bright, you can clearly see what is going on in the background and nothing is dimmed. I believe the light is the mood of the lady as when her friend throws a coin into the drink machine; she automatically gets up and starts dancing, so the light could represent her mood. During the advert they didn’t use a wide range of angles, they used a MS, CU and a WS and that’s it, I believe they could have used a lot more angles to make the advert more interesting. The advert starts of in a office and a lady is given loads of work, she then gets very angry but her friend throws a coin into the drink machine, this then triggers music and the girl starts to dance towards the machine, everybody else in the office is dancing to, then she kicks the machine and a Diet Coke drops out. The props during the advert are every office essential so a computer, work files, pens, paper, chairs, Drink machine and some coins. During the advert there was limited amount of space which made it feel like a office, as a office is normally cramped up with all paper work. The costumes during the advert were very formal as it is in an office they had to dress for work. During the advert they use a good and catchy well known song, she’s a maniac from Michael Sembello, this is a good choice as it’s a well known track and also it has a nice beat which fits in very well with the advert, they also dance with the beat of the track which fits very nicely.

The advert does have a story, at first you see a lady doing some work on her computer, and then the boss and her two assistants come along with a stack load of work for her to do. She then gets very angry but her friend across the table throws a coin into the drink machine, as soon as she does that a music track comes on and the girl starts to dance to the beat of the song, everybody else starts to dance as well which sends a great atmosphere. She then kicks the drink machine, grabs the can of coke and then takes a sip.

At the start of the advert the people are represented in a bad way as they have just been hit with some bad news, then she is given a can of Diet Coke and it changes her mood about her work, she dances, big smiles on her face and it makes her happy. I believe the advert is saying that Diet Coke changes your mood, so whenever you’re in a bad mood have a can of Diet Coke.

The target audience for this advert would be between 16-30 the reason for this is because this is the sort of age where you’re at work and stressing out and a cold drink will just do the trick.

The genre of this advert is comedy, i decided on this because they use puppets with strings and the movement is very structured. Also the dancing is very comical as well, they jump on the table and start to do weird dance, which would bring a smile to anybody’s face.

I think that this advert sends out a strong message and that it just a small thing can make a difference to you and your day. Also to try and new thing, the slogan is “Just for the taste of it” and i think it works brilliantly with the advert. I think it uses one of the advertising techniques and this is wit and humour, as they dance on tables and do some really strange dance moves, this would make people chuckle and put people into a good mood.

I believe this advert would of been very successful as the dancing and the music worked well together, there is one thing i would change and that would be to either have cartoon characters or real people instead of puppets. I think the music worked well really well with the dancing as they danced into the beat of song. This would mostly appeal to teenagers and young adults as they would get this sort of humour.

Primary Research 'FANTA'

FANTA

In the Fanta commercial the cinematography they used i.e. lighting and camera angles, there was a good amount on each part. The lightning they used was very bright which made it easy to see, also it gave the impression that it was a sunny day and everyone was enjoying themselves, I believe the light was a sign of people’s mood which was happy and excited. They didn’t use many different camera angles during the advert, they used a MS, LS and a CU they also had a camera that was moving from one place to another which I thought felt and was really good and fitted in well with the advert. The advert starts off in someone’s bedroom, the props they have is a bed, a clock, a photo frame and a magazine. It then went onto someone’s balcony there was no props apart from a bottle of Fanta. Then it went into a street there was cars, trees, shops, houses, dogs and another bottle of Fanta. It also went into a car the props in the car there were two bubbleheads. The last set is at a courtyard and there is a basketball and a basketball hoop a book and another bottle of Fanta.  As the advert was animated I can’t really comment on the lightning but everything was really bright and you could see everything that was going on. During the video there was a lot of space it wasn’t to cluttered and you could everything that’s going on. There costumes are mostly casual ware apart from some of them were wearing some nice dresses. The sound during the whole advert was very funky and cool and something you would dance, the song is called It’s like that’ and it’s a song that makes you happy, it fits in with the advert really well

The advert doesn’t really have a story it just goes through the area, it starts off in a girl’s bedroom that is looking very miserable but then a man comes in with a bottle of Fanta and she drinks some of the Fanta and then she starts bouncing up and down. It then goes to someone’s balcony a girl is standing on the balcony and poring Fanta into someone’s mouth who is jumping up, then it proceeds to go into a car where they are just watching everybody bounce up and down and last it goes into a playground were people are playing basketball, then they run out of Fanta and everything stops bouncing but luckily the guy from the beginning of the advert comes back and has a bottle of Fanta which makes everyone and everything start bouncing again.

All the people in the advert are represented in a happy way, you can tell this by everyone has a smile on their face, everyone is bouncing around and everyone is just having a really good time. I believe they are represented in that way because Fanta want to tell people this is what Fanta does, it makes you happy, smiley and you just want to have a good time.

The target audience would be between teenagers and young adults because that’s the sort of age were you want to be out with your friends having a good time or partying, at that age you just want to be out.

The genre for the Fanta advert would be comedy, the reason for this is because it doesn’t only make you smile it makes you chuckle because its different to a lot of adverts, by using animated people made it that little bit more funny then it would of been if they were real people.

I believe the message that this advert gives you is to take things less serious and have fun, that is basically there slogan, there slogan is ‘More Fanta, Less Serious’ During the advert I do believe they use some advertising techniques but the main one is Wit and Humour this is because they use cartoon people as the main characters and everything is bouncing up and down even the buildings which makes it witty and makes you smile.

I feel that this advert has been and is very successful, it has really catchy music which would make you turn your head towards the TV instantly. The graphics are really bright which fills the room, which would also make you look towards the TV, also the movement of everything during the advert, everything is bouncing up and down which catches your. This advert is a very good advert because it does what every other advert needs to do and that is to catch the eye of the viewer.

Secondary Research 'DIET COKE'

Diet Coke

I believe this advert is designed for people in their 20’s and aimed towards the female’s this is because the advert has lots of puppets and there all girls, it could appeal to men to but I believe it looks like it is aimed more towards women. In the advert it says lighten up when she is handed a lot of paper work, so it’s an environment women are in. I believe the producers have targeted the audience well because they have based it in an office, the puppets say lighten up and chill so it’s a environment where there is a lot of stress, and all the puppets are ladies.

I think they only used one advertising technique but I think it’s a crucial one. During the whole advert they used wit and humour, this was portrayed by the puppets doing some weird dancing and it being in an office there not really meant to be dancing, they are meant to be working so the advert is saying loosen up and have some fun with Diet Coke.

The Diet Coke logo is very simple it has Diet written in black squiggly writing and Coke is written in bold red written, it’s simple but everyone knows what it is, i don’t think they need to add anything to their logo. The slogan is ‘The coke side of life’ this is very catchy and one of their better ones through recent years, this means just enjoy life loosen up and have a Coke its short and sweet and everyone will know what they mean by it.

Secondary Research 'FANTA'

FANTA!

I believe the target audience for Fanta is teenagers and young adults, the reason for this is all there adverts are animated, they also have a lot going on and there very quirky and enjoyable to watch. The gender I think it will most appeal to is women and the reason is as the whole advert is animated also have cute funny people. Girls/Women will understand the advert a bit as everyone is happy it’s all quirky looking and everyone is having a good time.

The way the producers have targeted them specific groups is the whole animation because it’s something different not a lot of adverts have all animation, in the most recent Fanta advert there is also some really catchy music in the background also having everything bouncing up and down gives it something different that other adverts don’t it just makes you laugh and makes you go out and buy that drink.

The most effective advertising technique Fanta used in there advert is wit and humour, they showed us this by everyone bouncing around and when they ran out of Fanta everybody stopped but they found another bottle and off they went again bouncing around. What Fanta are trying to say is if you buy this drink you will see a new side of life not just the boring aspects of it you will see everything differently be happy and bubbly.

The Fanta logo I think is very simple just a orange circle with Fanta written across the middle in bubbly writing which is blue and then a green leaf just above the writing in the circle. I like this as its plain and original but it looks really good. The slogan is ‘More Fanta. Less serious’ I also like this because like I said early its saying you can see things in a different way in a less serious way, you can just go out have Fanta and be happy.

Question 3 - Have online videos lowered the standars of television production?

3. Have online videos lowered the standards of television production?

I believe there is for’s and against in this argument because in some cases they do but in some they don’t.

Online videos can have a big effect on televised production, there are a number of websites were you can watch clips of movies and programmes correctly like BBC iPlayer and ITV Player this is where they still get credit for people watching their programmes and there are some websites were you can watch clips of these programmes and movies from YouTube or Blip.TV. Now because you can watch these on YouTube or Blip sometimes the quality is not as good as you would expect it or it will keep buffering, so you could get very annoyed in watching them, on the other hand you can actually watch them on sites like BBC iPlayer or ITV Player, from these sites you can watch your desired programmes in a good quality but depending on the internet speed it could still buffer this is why watching it on the television can have its advantages and online videos can have their disadvantages.

On the other hand in some cases online videos can have their advantages, when you’re watching TV if there is two programmes you want to watch and you don’t have a recording system or VoD you would only be able to watch one, but if you have the internet you could possibly find the programme you missed and watch it from there, also by watching it on the internet you can watch it any time you want to instead of being in a time frame whilst watching it on TV.

I believe both arguments have a for and a against, I believe some websites can ruin the experience of watching a ordinary programme on your television set. Websites like BBC iPlayer and ITV Player do not ruin the experience as they are part of the company that is there specific website where you are a loud to watch different programmes from there channels past the 7 day mark. Websites like YouTube and Blip who have people place them on their without permission I believe should be banned as they don’t have a right to post other peoples work on their sites and the quality is nowhere near as good as it is on the TV or BBC iPlayer and ITV Player.

I have came to the conclusion that if the programme your watching it on a site which is either aloud to have that programme or the actually BBC or ITV or any other channels specific website then online videos should be allowed but not on YouTube or Blip.TV. I don’t believe online videos have lowered the standards if there on their desired website but as a lot of people are downloading these from websites which are not allowed then yes, online videos are bringing down the reputation, because when you watch it on TV it has counted as a view but if you watch it from a website like YouTube it does no count.

Question 2 - How has the digital world changed the way we consume and create YV?

2. How has the digital world changed the way we consume and create TV?

There are different ways in which you can watch TV, the main way people watch TV in Digital with Virgin and Sky this is where you have a digital box which is wired underground which then sends signals through the cables so you can watch your TV. Television has been getting better and better through the years, you can now watch TV on the internet, there are 3 good ways of watching television programmes on the internet Interactivity this is a IP – based platform which allows significant opportunities to make the TV viewing experience more interactive. VoD which stands for video on demand this lets you browse online movie catalogue and you can watch trailers and you can select to watch anything from the past seven days. There are many websites you can watch TV on the internet these are just some, BBC iPlayer, ITV Player, TV Shack, Surf the channel and many more.

Editing has improved massively in the digital world, because it easier now to transfer your videos or pictures into software it takes a less time. Now because transferring videos and pictures has gotten easier so how has the editing its self but also you can do much more. With the older editing software you could only cut add some titles and do the basic stuff, but with digital editing you can do much more you can add effects you can drag clips from one end of the timeline to the other. You can make the film look very professional and neat. Now you make think with all this new editing software you would think it would be harder to use but it’s not all the new software comes with a help engine and a very detailed manual.

Question 1 - Brief history of TV in the UK and abroad

Brief History of TV in the UK and abroad?

Public television broadcasting started in 1936, there are over 400 channels and for consumers there is on-demand content. On demand content is where you can watch programmes from the past seven days. You can watch television from many different ways, from the ordinary television also on – demand and live streaming from your Pc and your games console. In the UK there were two names who thought they invented the television these were Campbell – Swinton and John Logie Baird. Campbell – Swinton thought of the concept of the TV and John Logie Baird for the televisions practical demonstration.

The systems that are used in America and Canada is called NTSC, in Western Europe and Australia they use a system called PAL and in the Eastern Europe and France they use SECAM, without  standards conversion it is impossible to view one of these programmes in a different country.

As you will see in the tables below are the differences between SECAM, NTSC and PAL the differences you will find are the lines/field this means a complete video frame in the 525 line system consists of an even line field followed by an odd line field. In the 625 line system, a complete video frame consists of an odd line field followed by an even line field. Also horizontal frequency which is where the CRT moves from one side to the other, you will also fins vertical frequency which is where the CRT moves from the bottom to the top. Also the video bandwidth which is the minimum analogue bandwidth required to reproduce the smallest amount of detail contained in the video signal. The last two are the colour sub carrier this is the frequency that the colour information is at.  The higher the frequency the better results and finally the sound carrier is the frequency that sound information is at.  

NTSC NATIONAL TELEVISION SYSTEM COMMITTIEE

Lines/Field	525/60
Horizontal Frequency	15.734 kHz
Vertical Frequency	60 Hz
Colour Subcarrier Frequency	3.579545 MHz
Video Bandwidth	4.2 MHz
Sound Carrier	4.5 MHz

PAL PHASE ALTERNATING LINE

SYSTEM	PAL	PAL N	PAL M
Line/Field	625/50	625/50	525/60
Horizontal Freq.	15.625 kHz	15.625 kHz	15.750 kHz
Vertical Freq.	50 Hz	50 Hz	60 Hz
Colour Sub Carrier	4.433618 MHz	3.582056 MHz	3.575611 MHz
Video Bandwidth	5.0 MHz	4.2 MHz	4.2 MHz
Sound Carrier	5.5 MHz	4.5 MHz	4.5 MHz

SECAM SEQUENTIAL COLOUR WITH MEMORY

SYSTEM	SECAM B,G,H	SECAM D,K,K1,L
Line/Field	625/50	625/50
Horizontal Frequency	15.625 kHz	15.625 kHz
Vertical Frequency	50 Hz	50 Hz
Video Bandwidth	5.0 MHz	6.0 MHz
Sound Carrier	5.5 MHz	6.5 MHz

In the 1920’s a lot happened for television in 1922 on the 18^th October a British broadcasting company was formed, and then in 1923 a big step for TV there was the first daily weather broadcast. In 1924 a lot happened there was the first religious service broadcasted and the first Greenwich Time signal broadcasted, also the first broadcast by King George V. Then in 1926 John Logie Baird succeeds in transmitting Television pictures, On the first of January the BBC was established by Royal Charter as the British Broadcasting as the British Broadcasting Corporation. The first running commentary on a sports event was a rugby international match between England and Wales at Twickenham. Then to finish of the 1920’s John Baird experimented 30 – line television.

In the 1930’s the BBC started to broadcast Orchestra’s, Until 1936 there has always been a male TV announcer but on the 31^st August Elizabeth Cowell  entered the television world and became the first Female television announcer. In 1937 there was two big events for TV on the 12^th May there was the first use of TV outside a broadcast van. On the 30^th April 1938 it was a big time for sports fans as the first televised coverage of the FA Cup final. In the 1940’s not a lot happened for television, but then entered the 1950’s this is where a lot of television programmes started to be broadcasted, In the 1960’s a big event for television this was when  Princess Margret got married and it was being broadcasted on television also the Grand National. Also loads more TV shows started to be broadcasted, the first Doctor Who started in the 1960’s. In the 1970’s more and more television programmes started to be broadcasted, television was becoming more and more popular by the minute. As the years went by more and more television programmes started to be made and broadcasted, there was nothing new from the 1970’s onwards as everything was created before the 1970’s the only thing you could improve on your television was the size of the screen, as we hit the year 2000 flat screen TV’s started to be developed these were much smaller than the box televisions sets. Once everything was done in television they decided to add better graphics HD is very popular in most TV’s now.

As you have read the television has increasingly expanded throughout the years has gone by new programmes better pictures and the TV itself, we are in the year 2011 and they are still trying to make the television even better as 3D has come into the picture you can pick up television’s with special glasses so you can see the picture coming out to you. As the TV has gotten better through the years the price of one has also increased.

25 Second Jingle

In the 2nd week of our course we created are own 25 second radio jingle. Our task was to create a product which we would then advertise on the radio, this would include sounds (which would have to be catchy to draw the listener in). First of all we listened to other radio jingles, to find out what we would need to include and how they sound. Once we researched other jingles, we found a tune on the internet, we produced our own 5 second jingle on Logic Pro, which is a software found on the Apple Macs, we produced this by pressing the keys which acted as a small keyboard, if you went into the library there was some 3 second demos, which we would then ,ix it all together.

This process created our own 5 second jingle. Even though it was only 5 second it still was hard because your jingle had to work with the tune that you found on the internet and it had to match your own product, my product was a radio which when you listened to it, it would puff a refreshing smell so you can feel relaxed, this also helps health and safety because then you don’t have a refresher hanging down which could distract you.

If you wanted you could add some special effects, because my 25 second jingle was being advertised I added a special radio effect which is associated with radio. Other people used different effects like glass smashing and scream, this gave it a sound of professionalism. It would also draw the listener in to pay attention to the advert. Once we finished with the sounds, we then entered the important part of the task which was to add are own voice to the jingle which would complete the 25 second jingle, we had to go down to Chris the technician to collect some recorders. We would have to find a quite spot to record you advertising your product this had to be around 10 seconds long.

Pinhole Camera

 

I brought in a Pringles tube to the college to use as my pinhole camera. I then marked a square near the centre of the tube, with an hb pencil. Then I cut out the hole with a pen knife.
I then painted the inside of the tube matt black, I had to use a long paintbrush otherwise I could not reach the bottom. Then I had to dry the paint which was very difficult, I had to go into the toilets because the hand dryer was better in the toilets.
I then was giving a piece of tin foil which is going to be the lens; the lens captures the light from the subject and brings it to focus on the film paper. I cut out the tin foil and made it the right size for the hole, and I was given a pair of scissors so I could straighten out the foil. I stuck the foil over the hole with same gaffer tape so it would secure the lens on the tube.
A flap (shutter) was added to my tube so when I would finish the picture I would place it over the foil so no light would enter. The shutter controls the length of the time that the light hits the recording surface. and the last step of making my Pinhole camera was I got a pin and made a hole in the centre of the foil this is were the light enters onto the photographic paper to make image, this is known as the aperture, the size of the aperture and the brightness of the scene controls the amount of light that enters the camera during the period of time.
Once my tube was complete and dry I entered the dark room, and got some photographic paper and placed it in my tube (making sure the shiny side was facing the lens), then to make sure no light would enter I got some card and placed it over the top of the tube and tied elastic band around it.
Everything was ready so I went down into the Atrim and placed my camera on one of the seats and waited for 8 minutes (that was the time we worked out using f stops this was the sum- 72/0.8=f-90) once 8 minutes had gone I then went upstairs into the dark room and placed my photographic paper in the first chemical for 30 seconds to a minute, then transferred it into some water for 20 seconds and then into the last chemical for 30 seconds.
Once my fist picture was in the dark room drying out, I did the same process but did a picture outside and only had to leave it for 75 seconds (1 minute 15 seconds) and then repeated the process in the dark room, once both pictures were dry I put them into a tray and brought them into the class room so I could get my first proper look.
A couple of things went wrong during my pinhole camera development, one being the paint in my tube did not dry, and I was drying my tube for 30 minutes to 45 minutes. The other problem I had was one of my pictures came out completely black this was because it was underexposed.

The things I would change would be the actual camera body, I used a Pringles tube but found it hard to paint it and drying was a nightmare, also because of the shape of the camera (circle) the picture curved so all the lines went dodgy so using a flat surface would make the picture more clearer. Another thing I would change would be the positioning of the camera, in the Atrim I would of liked to of taken a aerial image instead of a wide shot because I got a lot of people walking past which made the picture blur a bit, when if it is aerial it would focus more on the detail in the Atrim not the people walking past.
The purpose of using a pinhole camera is to show photographers (me) how images are made by just using light.
At the end of the making of the camera and producing the pictures I ended up with two really good photos of the Atrim and the college car park.
I also researched other pinhole camera websites and discovered how different they all are compared to mine, they are different to mine because there was just pictures but hardly any writing telling other people how they done it, when I did more writing and there are only a couple of images, the other artists have a lot of photos and more experience then me but I feel I did well in how I did my first pinhole camera images.
Photography started within the pinhole camera, and then in 1604 Johannes Kepler added a lens and made the camera easier to move around. Then an English scientist Robert Boyle made a portable camera obscure in the 1660's. The first camera obscure that was small and portable enough for a simple use was built by Johann Zhan in 1685. At this time there was no way to save the images produced by these cameras apart from finding them within the camera. However in 1724, Johann Heinrich Schultz discovered that a silver and chalk mixture darkens under exposure to light. The first permanent photograph was made in 1826 by Joseph Nicephore Niepce using a sliding wooden box camera. The development of the wet plate process by Frederick Scott Archer in 1850 cut exposure times a lot, but required photographers to get ready and develop their glass plates on the spot, usually in a darkroom. The first colour photograph was made by James Clerk Maxwell, with the help of Thomas Sutton; in 1861.The electronic video camera was invented in the 1920s, starting a line of development that eventually came in digital cameras, which came in the 21st century.