Location Rec. Forms
Thursday, 5 June 2014
Friday, 2 May 2014
unit 22&24 assignment 2
Mood board
Storyline (3 act structure)
Act 1 - Introduction
3 lads who are close friends, decide to go on a night out to their hometown where they haven't lived for a few years due to university. During this time Britain is facing an extreme recession and people from small towns have moved towards the city in search for jobs. Therefore many small towns have become ghost-like. This could be explained within the opening scenes through news/radio style reports.
The 4 characters were familiar with the recession but did not know the town where they grew up was in a severe state. People have moved away and most business's are shut down and the town is beginning to look old and broken (collapsed buildings etc). As they arrive at the town by train (Stalybridge) they can see the state the town is in. The opening scenes could be the view of stalybridge from the train station. The 3 characters then go to explore their hometown in search of an open bar,after failing they decide to take advantage of the town being empty and attempt to visit their childhood homes.
Act 2 - Confrontation
The character's make their way towards there childhood estate through old alleyways and shortcuts. These could be shown through eerie shots with dark lighting etc. They find themselves at an old area where they used to hang out. Now abandoned they decide to explore it, suddenly one of the characters explores somewhere off camera and a noise is heard (glass smashing etc) in panic the other 3 characters go in search for the missing lad. After being unsuccessful they panic and return to the centre of Stalybridge in search of help. But nobody can be found.
Act 3 - Resolution
While the other 2 characters are franticly trying to use a phonebox to ring the police, the narrative keeps cutting to a scene of a canal at night (looking eerie with very little lighting,showing water slowly moving) These canal scenes do not show any action but the sound of something heavy being thrown in takes place. This supplies the viewer with questions and suggestions that something has happened/or will happen to the character relating to the canal (e.g he could of jumped in, could of been thrown in alive or dead) the other characters then attempt to leave the phonebox realizing the door is jammed or locked. They start screaming and banging the door but are trapped inside. I had an idea of muting the sound of them screaming and banging to provide an eerie sense that they are isolated. The video ends here leaving loads of questions for the viewers and it ends on a cliffhanger (open ending)
Character Bios
Rob - This character is portrayed as the leader of the group. The other lads look up to him and listen to what he says. Since they were kids he has been this character. Always been respected by his friends and is a role model towards his peers. The rest of the group expect Rob to make wise decisions and look after his gang of friends.
Josh - This character has also been a close friend to each character since they were kids. But was known to be like Rob's right hand man in a sense. But as the characters grew older Josh slightly grew apart due to problems at home and was known to leave nights out early in a bad mood. This character is reluctant to explain his problems in detail to his peers and therefore is slightly mysterious and a troubled character in general. But decides to have a night out with his friends as told in the storyboard. This is to try and rekindle his relationship with his friends.
Adam - This character is like the joker of the group. He is always trying to have a laugh and go out on wild nights out with his friends. He is known to get his friends into bad situations with his mouth or actions but relies on his friends to defend him. His peers realise he is a 'loose cannon' but still enjoy his company and entertainment. All characters are aged 19.
Research Diary
Research about the recession -
A recession is a general slowdown in economic activity. This is due to a lack of income in the government. Less people are spending. In 2008, employment in the UK rose to 8.4%. The highest yet since 1995. Inflation also increased by 6.3%, taking the average household prices up aswell. During the 'great recession' from 2008-2009, the British economy shrank a total of 7.1%. UK food inflation prices were higher than prices in Japan,France,Netherlands,Italy,Germany and more. The household income had decreased by 3.5% so salary rises struggled to keep up with the rate of inflation. According to The Bank of England,households had lost an average of £552 within 12 months. This lead to the biggest expenditure being travel. People were using their cars less and either resorting to cheap public transport, or walking. If people were using cars they would turn off their air conditioning to save money. Moving onto food, people were taking packed lunches to work to save money oppose to buying takeaway food. Housing,fuel and heating costs also had to be saved. By turning off the tap while brushing your teeth etc. This had a big effect on single parent families with children. Small time independent business' were either forced to relocate to a cheaper area or close down. Leaving small towns in a bad state.
A recession is a general slowdown in economic activity. This is due to a lack of income in the government. Less people are spending. In 2008, employment in the UK rose to 8.4%. The highest yet since 1995. Inflation also increased by 6.3%, taking the average household prices up aswell. During the 'great recession' from 2008-2009, the British economy shrank a total of 7.1%. UK food inflation prices were higher than prices in Japan,France,Netherlands,Italy,Germany and more. The household income had decreased by 3.5% so salary rises struggled to keep up with the rate of inflation. According to The Bank of England,households had lost an average of £552 within 12 months. This lead to the biggest expenditure being travel. People were using their cars less and either resorting to cheap public transport, or walking. If people were using cars they would turn off their air conditioning to save money. Moving onto food, people were taking packed lunches to work to save money oppose to buying takeaway food. Housing,fuel and heating costs also had to be saved. By turning off the tap while brushing your teeth etc. This had a big effect on single parent families with children. Small time independent business' were either forced to relocate to a cheaper area or close down. Leaving small towns in a bad state.
Treatment
The story is about a dark torn town facing the struggle of the recession, including mystery and questions for the viewer. A story of 3 young lads seeking an exiting night out in their hometown but stumble across the devoured state of their town. Upon arriving at the town they are faced with a dark eerie setting. They come across where they used to live and decide to explore there old hang out spots. Josh (one of main characters) decides to go on further away from his 2 friends to explore somewhere off screen (a personal location where he used to go to calm down and think) meanwhile the other 2 characters are reminiscing on the days they lived in Stalybridge and suddenly hear a sound. The lads in shock then realize Josh has disappeared. They go in search for him exploring every possible place they can think and are unsuccessful. Each place the characters go in search for Josh is eerie,dark and with little lighting to create a tense atmosphere. Finally the lads realize Josh had gone missing, he wasnt in their old neighbourhood and even his personal hangout. The characters, now anxious and in a panic state return to Stalybridge in search of Josh. They come across an old phonebox and attempt to ring the police. Rob is the one trying to use the phone franticly as Adam is stood with his hands against the phonebox as he is out of breath (indicates they have been running) The scene then cuts to a dark canal scene (focusing on the water) This scene indicates that it is now getting darker and later at night. Shots cutting back and forth to the phonebox scene and the canal create a tense moment and questions for the viewer. Upon the last cut to the canal scene, a heavy object is heard being thrown into the canal. Although is not shown on camera, therefore suggesting this may be related to Josh. The most probable answer viewers can think of is Josh has some tragic relation to this canal scene. Although this question is never answered, Josh's body has been thrown into the canal off camera. How josh has died is never revealed. As the story ends on a cliffhanger. Then cutting back to the phonebox scene. After Rob&Adam can not get through to the police then go to open the phonebox door. Then stumble upon the fact the phonebox door is jammed. No matter how hard the characters push and kick the door it will not open. Almost as if it has been locked. This then unravels more suspicious questions for the viewer. This final phonebox scene has no audio, both characters are screaming and trying to escape the audio but no sound is present. This then creates a sense of isolation and fear. The scene then ends to black and ends on a cliffhanger. Leaving the viewers wondering what happens next and what happens to each character. The reason for these situations and problems within my short are due to the town being riddled with criminals who decided to stay in Stalybridge through the recession. Although non of this is shown in my short film to create unanswered questions and an open ending. Hopefully by doing this the viewers are intrigued to find out what happens next.
Step outline
X Rob,Adam,Josh. Leaving Stalybridge station. Talking about what they are going to get up to on their night out.
Thursday, 1 May 2014
Unit 22 assignment 1
Single camera productions
What is a single camera production?
A single camera production is a full length production using a single camera, oppose to multiple cameras. This camera is used out on location and is used throughout the entire production. This is cheaper to film compared to a multi camera production as only one camera is purchased. Using a single camera can also crate an atmosphere more suitable for the genre/setting. Another benefit from single camera productions is the crew. Only a handful of people are needed and this way you can choose a more personal group of people to work effectively with. Talking about effectiveness, in general a single camera production would be quicker and more reliable to film. Awkward shots are easier to film, shots can be changed by stopping the camera and moving it about. Getting right in-between the actors. This would be an advantage over multi camera productions.
Formats of single camera productions
There are a number of different formats that are suited for single camera productions. TV series,serial dramas are shot in a number of different locations. Using 1 camera is easier to transport to different locations oppose to carrying a heavy load which would take place in a multi camera production.
The most common formats are
- Serial Drama's
- Series (continious episodes)
- One off movies
An example of a single camera production may be Breaking Bad, although this does not mean single camera productions serve for one genre. Eastbound and down was also a single camera production. As shown here - https://www.youtube.com/watch?v=8EssSa9poQg
Proof of this being a single camera production is shown in the opening clips, there is a shot from outside the garage of the 3 characters and it then cuts to a shot of them from the inside. As you can see the camera has clearly been moved as it is not to be seen in the background. These shots are also fairly close up. Especially while the main character 'Kenny' is speaking. This makes the scene more personal when only one camera is used as said before the camera can get right in between the actors. Giving simple but effective shots. This is effective to show the characters facial expressions as the show is of a comedy genre. Making this scene humorous.
Another example of a single camera production shown here in Breaking Bad - https://www.youtube.com/watch?v=rMlNl0fKwxQ (skip to 1:05)
If skipped 1:05, you can see there is a single camera being used. As the camera is focusing on the characters face, this makes the scene very personal and on edge. The camera is slowly zooming onto his facial expression. This scene only needs one camera and still delivers a spot on atmosphere leaving the viewers tense and on edge. Anticipating another episode. Using a single camera gives the director no limitations and the possibility to create such interactive scenes.
Another example of a single camera production shown here in Breaking Bad - https://www.youtube.com/watch?v=rMlNl0fKwxQ (skip to 1:05)
If skipped 1:05, you can see there is a single camera being used. As the camera is focusing on the characters face, this makes the scene very personal and on edge. The camera is slowly zooming onto his facial expression. This scene only needs one camera and still delivers a spot on atmosphere leaving the viewers tense and on edge. Anticipating another episode. Using a single camera gives the director no limitations and the possibility to create such interactive scenes.
Narrative Structure&Technical
Single camera productions also contain different styles of narrative structures. Consisting of
- Linear/non linear
- Open/closed endings
- Flashbacks
- Real/anti real
Here are a few examples of such narrative structures used in single camera productions.
Breaking bad (Open ending) - https://www.youtube.com/watch?v=lC4tAK231mw
This clip shows an example of an open ending within a series drama. As shown you can see the camera shots create another tense scenario. The character in frame has came upon a vital part in the narrative. Using a single camera in this scene also creates an 'on edge' setting. No other camera's are used as the final shot of the characters face is so simple but effective and gets straight to the point. Leaving the viewers with questions and intentions to watch the following episode due to the dramatic cliffhanger.
The colours in this scene also compliment the intensity of the scene. The characters eyes are almost bloodshot red and his face looks blushed from astonishment. The narration within this scene is from a past episode, so this is also a flashback. The character does not have to say anything present to tell the story. His facial expression reveals the sudden plot twist greating such a great atmosphere.
Oldboy (Flashbacks) - https://www.youtube.com/watch?v=CybajmsWfVI
This simple flashback scene gives the movie its distinctive unique style. The initial shot shows the character in an elevator with dark gloomy cold metal walls around him. As he begins the flashback he is out in the bright day also he remembers a dark memory. This change in contrast creates an exhilarating scene. All with a single camera. A sudden cut to the character being shot in the head creates such an amount of madness hard to grasp that it becomes such a memorable scene. The amount of shocking,powerful and violent elements shown all in one single frame (elevator scenes) are incredible. Using this flashback is a great way to tell the story and also reveal the sudden death at the end of the clip. This is similar to the clip above. Both scenes create a sudden action leaving the viewers on edge with plenty of questions. Hardly any speech or non is needed either as both stories are told through facial expressions or past scenes within the mise en scene. The exposition revealed unwravels this.
After viewing scenes like these, you can see how effective a single camera production can be. Using a single camera can create much more personal and artistic scenes and stories through film.
Thursday, 24 April 2014
single camera production notes
Single camera production -
- uses camera out on location
- only one camera used for entire production
- due to long production, one camera is used due to expense.
- better performance
- location (easier to set up)
- crew (less crew on single camera production, more effective)
Formats
- serial (only a few parts to it)
- series (numerous episodes, continuous)
- one-off (films)
- genre (comedy,horror etc)
- linear (when the story flows from beginning to end)
- non linear (doesn't flow from story to end)
- flashback (reveals back story,exposition)
- realist (realistic, real world stories)
- anti real (non realistic, non realistic stories)
- ending,open/closed (cliffhanger,unanswered questions or a resolution,closed)
- uses camera out on location
- only one camera used for entire production
- due to long production, one camera is used due to expense.
- better performance
- location (easier to set up)
- crew (less crew on single camera production, more effective)
Formats
- serial (only a few parts to it)
- series (numerous episodes, continuous)
- one-off (films)
- genre (comedy,horror etc)
- linear (when the story flows from beginning to end)
- non linear (doesn't flow from story to end)
- flashback (reveals back story,exposition)
- realist (realistic, real world stories)
- anti real (non realistic, non realistic stories)
- ending,open/closed (cliffhanger,unanswered questions or a resolution,closed)
Friday, 14 March 2014
Unit 6 assignment 3
Research task work sheet link
https://docs.google.com/document/d/1jocIYwMiFxUVcITdBk9J-J1uHrVcrVfsGdAGCvObQhg/edit?usp=sharing
Violence can sometimes be gratuitous, desensitisation is the diminished emotional responsiveness, when you don't feel shocked by a certain action or clip. This may be finding violence humorous or enjoyable.
Clip (GTA Torture scene) - https://www.youtube.com/watch?v=S8R73tbJtNA
https://docs.google.com/document/d/1jocIYwMiFxUVcITdBk9J-J1uHrVcrVfsGdAGCvObQhg/edit?usp=sharing
Violence can sometimes be gratuitous, desensitisation is the diminished emotional responsiveness, when you don't feel shocked by a certain action or clip. This may be finding violence humorous or enjoyable.
Clip (GTA Torture scene) - https://www.youtube.com/watch?v=S8R73tbJtNA
- This made me feel slightly on edge,queasy at times and mostly uncomfortable. Due to the graphics been extremely realistic.
- Although with that being said, it may be perceived as slightly humorous due to the graphics. The fake faces and reactions may be found to be funny in some cases.
- Also the player having control over how they torture the character gives some control, you don't have to go extreme. Allowing the player to control their emotions to a certain extent.
- People may have the oppositional reading here, as this may be taken as really offensive
- The theme here may be sensitive for some players, due to terrorist acts taken place in the past
- I personally didn't find this clip humorous at all. Although I don't think the target was to be humorous. Therefore I didn't have the oppositional reading, just found it insulting to some people. Although not me.
Effects Model
The effects model is a theory, someone's idea. This theory is all to do with how the media effects one's behaviour. Its also named the hypodermic needle/syringe. The metaphoric needle injecting you with bad ideas and a bad conscience. For example if you see behaviour in the TV or a video game, you will copy it. I disagree with this statement. As in games and TV. There is no element of conscience. For example, in a game you may shoot people without giving a second thought. Due to the fact there is no punishment in the real world. The characters in game and on television have no conscience or sense of realism. Where in real life a healthy minded person will not commit such acts. Although crimes have been committed related to heavy use of video games etc. For example the columbine shootings. These people are a minority and have mental stability issues. On the whole I disagree with this theory.
For example, here is a post of a shooting related to video games - http://www.telegraph.co.uk/news/worldnews/northamerica/usa/10474345/Sandy-Hook-massacre-Adam-Lanza-was-obsessed-with-mass-murders.html
The shooter shown above was found to have possession of violent 18+ video games and the media has since blamed the shooting on this. Weather right or not, the man was found to have a number of mental disorders and was excluded from society and spent a lot of time alone. Therefore I doubt the use of games caused this as more serious answers are at hand.
Moral Panic
This is creating a panic about something that may be seen as damaging towards society. Its a loop that essentially blames the media for any issues it possibly can. People are then persuaded into thinking there is a global issue at hand creating a panic through society. Mostly targeted are TV and video games. For example - http://www.eurogamer.net/articles/2011-03-15-call-of-duty-no-russian-actors-tearful
This was the panic behind the call of duty clip shown earlier. For example, parents and guardians seeing a child playing or even getting hold of the game which includes such missions may raise awareness and controversy. One thing leading to another and then there is a moral panic.
Uses and gratification
What are uses and gratification?
Another theory focusing on 'why' people use certain media products, what they emotionally get out of them (humour,satisfaction,entertainment etc.) The theory claims the active audience and gives reasons for why people use such products, these reasons include the use of entertainment and to let people know what's going on in the world. The current definition for gratification is 'pleasure, especially when gained from the satisfaction of desire.
Unit 30 assignment 2&3
Key things in advert
We have to create a campaign highlighting the potential and benefits of 4G. Our campaign must highlight these points towards an audience in a positive light. We need to show the way 4G has had an effect and changed society and the way people use technology. Our advertisement must show the amazing potential in ways which can attract different audiences. For example, we should create a campaign which could interest people which different interests and hobbies. Showing 4G is suitable and beneficial to everyone.
Plan (sets/locations)
Linking
to our plan, we need to find a suitable location to execute our advertisement.
We need to find a suitable football field/astroturf where we can recreate a rugby scene.
Although we do not need a huge amount of space as our clip is basic but gets to
the point. Its effective. An ideal place would look like. The timescale should be around a week. We may only need 2/3 days for filming depending on how
.jpg)
Recorded meeting with dan
https://drive.google.com/file/d/0B-ram4ockf1cQ3Q3VzJxem0yNTA/edit?usp=sharing
Brand Research
EE are the owners of the biggest&fastest 3G and 4G networks in the UK. They have 4g in 160 towns across the UK. Covering 70% of the population. The EE website claims they are 'The biggest and fastest overall network'' 4G offers seriously fast mobile internet. Meaning music,films,large files and online gaming is possible with 4G. The average 4G speed is 12-15mbps. All customers of EE also receive 2 for 1 cinema tickets every wednesday. An independent network bench marker, RootMetrics have said EE offers the top rated overall network performance. In tests against other major mobile brands, EE have won. By the end of 2014 EE will cover 99.2% of the UK with its 3G&4G.
https://docs.google.com/document/d/1ZjKjMD2XWmKpyZDv8FALYR9qBilL_TCnNTWA43MiwaI/edit?usp=sharing
Storyboard 2 (our latest idea)
Prop list
Cast & Crew
Skills/technology
Challenges of the brief
Shooting Schedule
https://docs.google.com/document/d/1ZjKjMD2XWmKpyZDv8FALYR9qBilL_TCnNTWA43MiwaI/edit?usp=sharing
Risk assessment
Storyboard 1 (our first idea)
Storyboard 2 (our latest idea)
Prop list
Prop List:
Considering that only two people were being filmed for our advert, we only needed two rugby kits. Having the real kits shows authenticity.
The rugby ball is the main prop that triggers the tackle.
Director: Ryan Childs
Production Manager: Joe Fraser
Graphics/Editing: Harry King
Camera Operator: Marc Woods
Cast - Ryan&Joe
Skills/technology
Cameras:
We will need Cameras and a good knowledge on how to film and the use of
different shots and angles there is a big problem with the cameras because if
we don't book the cameras they might been all booked out and we will be unable
to film. this is a big problem as it will set us of our shooting schedule.
getting
4G : We will also need a phone or some device with 4G these is needed as the
entire advert this could be a big problem as it is still quite hard to get 4G
so this might be a problem if we are trying to show the benefits of using 4G if
we can only get access to 3G
editing
: we will need someone with a good knowledge of editing so that we can get the
perfect timings and editing done to make the shots look as good as possible but
we may face a problem if our shots aren't good enough no matter how much
editing is done it still might not come out as looking good.
writing
: we need someone to write some brief dialogue so when its acted out it looks
much more fluent and professional but we may face some problems as it might be
quite time consuming to actually think of some suitable dialogue.
Challenges of the brief
Our challenges are simple. We need to show the audience 4G is more efficient and better than 3G. We need to do this in an effective way and make sure we attract the audience and keep them intrigued. We may introduce humour or wit to make this possible.
Initial Ideas:
The advertisement will focus upon two characters at a party. One who is seen in a bad light because they own 3G, and the other who is running the show due to his super fast 4G.
The advert will open with the 3G user attempting to impress a friend with his connection. However when trying to access a certain feature, the phone wont stop buffering. We can see that his friend is starting to grow tired, until his attention is drawn towards a newcomer at the party. Loads of commotion is surrounding him, as he starts to access the potential of his 4G network. With a few button pushes he is controlling the party. Turning music on, playing films and impressing everyone around him.
The advertisement opens with our main character attempting to enter a party. The bouncer tells him that an online ticket is required to gain access.
Our protagonist then attempts to find this ticket using his 3G network. However, his Internet connection isn't fast enough, and it continuously buffers for a long period of time. Losing his patience, the bouncer repeatedly asks him if he even has a ticket. Our main character panics and tries to push past, claiming that his friends are inside. Being forced back, a fight breaks out between the two men.
Meanwhile, inside our characters friends are actually inside, partying and enjoying themselves. They begin to exclaim how lucky they are that their 4G phones loaded up the ticket.
The ad begins to cut back and forth between both sets of people, the two outside now in an extremely exaggerated brawl, and the group inside having the time of their lives.
In the last shot, our original character is just about to take a punch from the bouncer, when a freeze frame occurs. The tag line then pops up on the screen: Don't be left out, choose 4G. Faster. Stronger. Reliable.
(We filmed most of this advertisement, apart from the scenes inside the party. This proved to be very difficult to shoot, as we could not get a large amount of people in one room to act out the scene. Therefore we decided to change our idea.)
Our last idea was one that Steph suggested. She referenced another group who were comparing 4G to 3G through films and there quality when watching on different networks. What we took from this was the idea of comparing the streaming quality of sports on different networks. However we were going to do it in a different way to the other group. Joe had showed us this advertisement for Carlsberg, which greatly influenced our project: https://www.youtube.
What we liked about the ad is that it was simple, and effective. It wasn't over saturated, throwing to much information at its audience.
Our ad opens with a clip of the rugby world cup (2012). A player powerfully and singlehandedly makes his way to the touchdown area. And at the bottom of this footage it reads: If 4G did sports. Once that clip finishes it cuts to Ryan, standing center frame in a rugby kit and on a rugby field. This scene reads: If 3G did sports. A ball is thrown to Ryan from of set, and he catches it in a panic. Looking around terrified, Ryan's eyes light up with fear as Joe runs in from of set and completely takes him out, launching Ryan of screen.
The tag line appears saying: 4G, Better. Stronger. Faster.... More Reliable.
We thought that this would cut straight to the point, instead of farting about around the matter like our first video did. It also adds humor to the mix.
Friday, 7 March 2014
Unit 30 Assignment 1
Who regulates advertisements?
Advertising in the United Kingdom are regulated by the ASA (advertising standards authority) The ASA ensures that advertising in all media is legal,decent,honest and truthful. To the benefit of consumers,business and society. To prevent any problems, the ASA has a number of advertising codes to abide by in order to deliver a successful advertisement. For example, here are 3 advertising codes.
- Alcohol (Social responsibility rules to protect under 18's)
- Motoring (Social responsibility for motor vehicles)
- Harm and offence (To ensure ad's do not cause harm or offence)
Examples of banned/most offensive/complained about advertisements in the UK.
- Volkswagen ad http://www.youtube.com/watch?v=o-nh_9alaco
This advertisement caused controversy over the suicide bomber character used. The character and props were said to be offensive causing viewers to complain about the ad as the UK has always been strict on terrorism.
- Ford ka ad http://www.youtube.com/watch?v=A4_SNdsGcTA
This advertisement was also banned due to the pigeon being flung from a car bonnet. The video shows the death of the pigeon with feathers flying off the animal causing animal rights activists across the UK to complain leading to the advertisement never being released.
- Banned condom ad http://www.youtube.com/watch?v=nojWJ6-XmeQ
This ad caused a lot of controversy as the message behind the video was claiming if you don't use protection you end up with bad behaved children. The ad also gave the wrong impression of what protection is actually used for.
- Let there be beer ad http://www.youtube.com/watch?v=Te4HGeYQ7M0
This ad was banned in the UK because viewers took from the video that alcohol can make people overcome nervousness and stress related problems,linking to social issues. The characters seemed calm and confident after consuming a glass of beer.
This advertisement caused controversy over the suicide bomber character used. The character and props were said to be offensive causing viewers to complain about the ad as the UK has always been strict on terrorism.
- Ford ka ad http://www.youtube.com/watch?v=A4_SNdsGcTA
This advertisement was also banned due to the pigeon being flung from a car bonnet. The video shows the death of the pigeon with feathers flying off the animal causing animal rights activists across the UK to complain leading to the advertisement never being released.
- Banned condom ad http://www.youtube.com/watch?v=nojWJ6-XmeQ
This ad caused a lot of controversy as the message behind the video was claiming if you don't use protection you end up with bad behaved children. The ad also gave the wrong impression of what protection is actually used for.
- Let there be beer ad http://www.youtube.com/watch?v=Te4HGeYQ7M0
This ad was banned in the UK because viewers took from the video that alcohol can make people overcome nervousness and stress related problems,linking to social issues. The characters seemed calm and confident after consuming a glass of beer.
Who are Thinkbox and what do they do?
Thinkbox is the UK's leading marketing body for television, the marketing community helps advertisers get the best out of today's TV. Also helping customers reach their marketing objectives by equipping people with the knowledge and necessary skills to take advantage of all that TV has to offer. Thinbox also explains innovative and affordable solutions for marketing companies.
This also links into moods triggered while watching TV. Which can also incite engagement. For example an advertisement may trigger certain moods (to entertain you,to keep you informed,help relax,create excitement, feel sympathetic etc) These form of purposes have been found to enhance the engagement with TV and the audience.
Research was carried out by placing camera's in 22 houses and recording reactions to advertisements.
3,000 people were also surveyed and asked what they watch (generalised data)
Thinkbox carried out lab research were people were invited in to watch certain advertisements and discussed them afterwards (direct responses)
Recording these reactions and having discussions give genuine opinions which make the data easy to review and potentially accurate depending on circumstances.
- Easier and less time consuming for customers
- Thinkbox researches the best time and opportunity's to place an advertisement on television.
- The customer can get the most out of their advertisement
5 adverts with different characteristics/techniques/audiences
Range Rover ad - https://www.youtube.com/watch?v=2t2_FXmHoIc
This advertisement also uses lifestyle characteristics, but in a different style. For example this advertisement targets a different audience to the Pepsi ad. The target audience for this would be upper class or people with alot of money and strive towards/have a 'posh' lifestyle. This is proven by the main characters clothing as he is wearing a suit and driving a smart car. There is a covert marketing technique here. As if the character symbolizes Range Rover as a brand. For example smart,professional and well respected. This point is also proving with the sound used in the video. The backtrack is a tranquil soundtrack which also fits the lifestyle Range Rover are advertising. You can see the product straight away therefore showing there is an overt message. The editing of the video has also give the advertisement some class backing up the target audience. There narrative entails the main character pulling up next to a man in an old rangerover outside a large mansion. This may symbolize the superiority of the new range rover over anything else. The motto was 'a whole new generation' this may be symbolized as he enters the mansion as the other man leaves. This may leave an impressionable emotional response on the audience persuading them to obtain the lifestyle advertised. This is a good marketing technique and is also similar to the one's above. Is also different as the target audience and lifestyle differs. Another part of the narrative also shows the character in the car overcoming an obstacle in the road by driving off road. This may also advertise the 'no limit' features the car has and once again the superiority. This leaves the audience intrigued and impressed, leaving them in desire of such a lifestyle.
Subway Ad - https://www.youtube.com/watch?v=dYrOJGQQqc0
Here the form used is narrative, as you can see the message is covert at first and the brand is not revealed. The narrative shows a man who cannot function at early times in the morning which leaves interest in the audience to why and how this is. The brand is then revealed at the end of the clip showing that Subway can fix this problem. Therefore Subway is promoting their brand by showing the character more alert and smarter dressed at earlier times in the morning. Like the other advertisements the brand is being marketed in a positive light. Advertising the positive affects of buying the product. This is also a lifestyle marketing technique. Showing the difference before and after a subway. Showing the character walking in a scuba diving costume before subway and afterwards in a suit looking smart and on time for work. This technique symbolizes the lifestyle that comes with buying the product. By doing this they may persuade the audience to purchase from subway more due to the lifestyle aspect. The advertisement was also slightly comical which kept the audience interested and intrigued until the message was delivered towards the end of the advertisement. The sound alongside the video clip fit well with what was going on. Emphasising the fact the character was dazed and confused in the mornings before he tried subway. This marketing technique is good to keep the audience focused until the final message is delivered to the audience promoting their product. This is similar to the advertisements above but also different as the message is at first covert.
What did the Thinkbox research tell us about audiences and tv?
Through research, thinkbox has found there are 3 types of distinct TV viewing.
- Our time (shared viewing,social occasion,early peaks and weekends)
- In between time (often when doing other activities,between sets,weekday daytimes)
- My time (treat viewing, often alone, mainly women, lunchtimes and late peak)
The research also explained how engagement with an audience is vital. As there are different levels of engagement and the higher level of engagement the better marketing opportunity. The lowest level of engagement is 'neutral' where as the highest is 'strong engagement' although the most frequent level of engagement seen in the common audience is at a medium level. The research also shows us the importance of this. As an audience may pause deep conversation or activities, even if there back is towards the screen. Music is also very important during advertisements, as this may give the audience a cue to sing along or remember a certain iconic tune/melody. This links into the importance of emotion in audiences and tv. Through research, thinkbox has found advertisements that use nostalgia,humour,excitement or personal identification to trigger positive engagement has been found to do significantly well and received positive feedback.
This also links into moods triggered while watching TV. Which can also incite engagement. For example an advertisement may trigger certain moods (to entertain you,to keep you informed,help relax,create excitement, feel sympathetic etc) These form of purposes have been found to enhance the engagement with TV and the audience.
Research was carried out by placing camera's in 22 houses and recording reactions to advertisements.
3,000 people were also surveyed and asked what they watch (generalised data)
Thinkbox carried out lab research were people were invited in to watch certain advertisements and discussed them afterwards (direct responses)
Recording these reactions and having discussions give genuine opinions which make the data easy to review and potentially accurate depending on circumstances.
What are advertising rate cards?
Advertising rate cards are the average prices of advertising on television, although there is no definitive cost due to the number of variables. There are small sets of example costs for popular shows and stations. Therefore you can find out how much it costs to advertise to highly engaged audiences. Here are some example's of advertising rate cards below.
It will cost advertisers to £200,000 per 30 seconds to place their advertisement inbetween the X Factor.
Advantages of using Thinkbox
- Easier and less time consuming for customers
- Thinkbox researches the best time and opportunity's to place an advertisement on television.
- The customer can get the most out of their advertisement
BARB - Broadcasters Audience Research Board/what do they do
BARB is the organisation that compiles audience measurement and television ratings in the united kingdom. Barb continously develop new ways of measuring what you and the rest of the UK are watching. BARB viewing data gives broadcasters,advertisers and other interested parties a minute by minute breakdown of viewing at regional and national levels.
How are they useful?
By breaking down what the UK is watching, BARB can identify what audiences like and enjoy through the amount of people watching them. This way customers can find out how to target such audiences and which techniques work best etc.
5 adverts with different characteristics/techniques/audiences
Wispa hot chocolate ad - https://www.youtube.com/watch?v=f8wcWT7XpUk
This advert used lifestyle characteristics, as you can see the main character is in a luxurious house wearing a silk dressing gown. His house is a mansion with a pool etc. This is used to attract audiences to the lifestyle shown in the video. To promote the product. At first, the message is covert. This is used to keep the audience interested by adding catchy music to let to audience remember the brand. The advertisement is also surreal in ways as the character has a 'foam' beard and hair. This humourous style is used to interest the audience and keep them entertained until the end of the video where the product is revealed. This advertisement will attract a young audience. These comical techniques attract this audience.
Guiness Beer Ad - https://www.youtube.com/watch?v=99jwSGM-UkY
The form used in this advertisement is narrative. We can see this as there is a narrator following a storyline shown on the screen. The message in the video is also hidden until the end. We know this as no product or brand is shown throughout the video until the ending clip. The music used in the video may also trigger an emotional response in the audience. Leaving them intrigued about the narrative and purpose behind the video. The narrative follows a cloud throughout a city committing good deeds. As the video closes the message is revealed and so is the brand. Guiness then claims its product 'is made of different' This advertisement will attract an older audience due to the alcohol brand. Although before this brand is shown. Any audience may be attracted. The video has been edited in a way to make it seem interesting and mellow. Also, there isn't much sound. Adding a sense of clarity to the floating cloud. This advert differs from the wispa ad. As this is more serious and tranquil where the wispa advert is right in your face and comical.
Pepsi ad - http://www.youtube.com/watch?v=Hwp-aPjvm7M
This advert used lifestyle characteristics. Showing a large quantity of people clearly enjoying themselves in a holiday resort where the sun is shining. This first of all attracts the audience to the lifestyle, therefore Pepsi is marketing this. The narrative symbolizes this positive lifestyle. The product is revealed in the beginning of the video showing what the advertisement is selling. This will also provide the audience with an emotional response, leaving them wanting a similar lifestyle to what is shown in the advertisement. As Pepsi symbolizes this, audiences may be persuaded to go out and buy pepsi. This technique works as it is straight to the point as it advertises the product in a positive manner. The audience will also remember Pepsi as a brand and relate it to the good lifestyle shown. This advertisement differs to the ones above as the product is revealed straight away and cuts to the point instantly while also adding an interesting narrative. Another marketing technique is hidden (covert) in the narrative. The characters leave the private party to join the 'Pepsi party' this symbolizes that Pepsi is superior over other soft drinks.
Range Rover ad - https://www.youtube.com/watch?v=2t2_FXmHoIc
This advertisement also uses lifestyle characteristics, but in a different style. For example this advertisement targets a different audience to the Pepsi ad. The target audience for this would be upper class or people with alot of money and strive towards/have a 'posh' lifestyle. This is proven by the main characters clothing as he is wearing a suit and driving a smart car. There is a covert marketing technique here. As if the character symbolizes Range Rover as a brand. For example smart,professional and well respected. This point is also proving with the sound used in the video. The backtrack is a tranquil soundtrack which also fits the lifestyle Range Rover are advertising. You can see the product straight away therefore showing there is an overt message. The editing of the video has also give the advertisement some class backing up the target audience. There narrative entails the main character pulling up next to a man in an old rangerover outside a large mansion. This may symbolize the superiority of the new range rover over anything else. The motto was 'a whole new generation' this may be symbolized as he enters the mansion as the other man leaves. This may leave an impressionable emotional response on the audience persuading them to obtain the lifestyle advertised. This is a good marketing technique and is also similar to the one's above. Is also different as the target audience and lifestyle differs. Another part of the narrative also shows the character in the car overcoming an obstacle in the road by driving off road. This may also advertise the 'no limit' features the car has and once again the superiority. This leaves the audience intrigued and impressed, leaving them in desire of such a lifestyle.
Subway Ad - https://www.youtube.com/watch?v=dYrOJGQQqc0
Here the form used is narrative, as you can see the message is covert at first and the brand is not revealed. The narrative shows a man who cannot function at early times in the morning which leaves interest in the audience to why and how this is. The brand is then revealed at the end of the clip showing that Subway can fix this problem. Therefore Subway is promoting their brand by showing the character more alert and smarter dressed at earlier times in the morning. Like the other advertisements the brand is being marketed in a positive light. Advertising the positive affects of buying the product. This is also a lifestyle marketing technique. Showing the difference before and after a subway. Showing the character walking in a scuba diving costume before subway and afterwards in a suit looking smart and on time for work. This technique symbolizes the lifestyle that comes with buying the product. By doing this they may persuade the audience to purchase from subway more due to the lifestyle aspect. The advertisement was also slightly comical which kept the audience interested and intrigued until the message was delivered towards the end of the advertisement. The sound alongside the video clip fit well with what was going on. Emphasising the fact the character was dazed and confused in the mornings before he tried subway. This marketing technique is good to keep the audience focused until the final message is delivered to the audience promoting their product. This is similar to the advertisements above but also different as the message is at first covert.
Subscribe to:
Posts (Atom)