Adverts

Final adverts have gone live. Please have a look through and see what you think of other classes work!

https://www.youtube.com/channel/UCT6j3HDauVduQ0XW37kAiMQ

Well done on completing this to a good standard, some of the work is EXCELLENT!

Remember your evaluation is due 18/12/14 before 4pm in the Media class (Room 226) opposite the studio. Failure to hand this in will result in a late-submission AND therefore only a PASS grade received

Merry Christmas!

Advertising Evaluation

Premiere Pro

ITV Spot file

BARB/TV AUDIENCE DEMOGRAPHICS

Why advertise on TV?

Request for music!

Regulation + TV Broadcasting

There are two final bits you are required to do for pre-production both are due in Friday 28th November. 

1. A section on regulation issues (CAP, BCAP & ASA) 
2. A section on TV Broadcasting (what platform will your advert be on?)

We will cover TV Broadcasting in your first lesson of the week and you will have the second lesson to do the write up, as well as using some of the 4-hours of independent time. 

Regulation we have covered and the information is below.

DISTINCTION GRADE: How to answer regulation

• Who is CAP?
• Who is the BCAP? – this one is for BROADCAST (television)
• Download or view the CAP Code on-line (http://www.cap.org.uk/Advertising-Codes/~/media/Files/CAP/Codes%20CAP%20pdf/The%20CAP%20Code.ashx)
• Search section that covers your advert i.e. children,  food, environment, sales OR the more basic sections i.e. misleading advertising or harm and offence if there is not a specific section.
• Find rules that you have specifically adhered to (example below – Taylor Swift – Diet Coke)

In accordance to the CAP rules, I have ensured that my advert follows the protocols in order for it to be accepted onto broadcasting.

Rule 3.1 states that .1 Marketing communications must not materially mislead or be likely to do so”. Although my advert suggests that by drinking my product [diet-coke] causes an effect of cats to multiple, I have ensured that it does not mislead audience into thinking that this is actually the case. The advert is anti-realist as presents a situation that is outside of the realm of possibility, however I have also inserted the tagline “What if life tasted as good as Diet Coke?” which backs up the claim that this is a fictions situation.

My product is not aimed at children as the target audience is women aged 16  - 35 as supported by my celebrity endorsement and brand elements. Due to this I do not need to adhere to the CAP codes on Food and soft drink product advertisements and children.

• Who is the ASA?
• What is the purpose of the ASA?
• Who is Clearcast? **
• Example of an advert that has had some regulation issue – it would be good to be a similar product, to show an realistic example.

**The vast majority of TV and radio ads are pre-cleared before they are broadcast.

Under their licences broadcasters must take reasonable steps to ensure that the ads they broadcast are compliant with the UK Code of Broadcast Advertising.

To help them do this, the broadcasters have established and funded two pre-clearance centres:

   • Clearcast for television commercials 
   • The Radio Advertising Clearance Centre (RACC) for radio ads. 

PRODUCTION DEADLINE

REMINDER: PRE-PRODUCTION FINAL DEADLINE: FRIDAY 21ST NOVEMBER 2014.

URGENT: PRODUCTION (COMPLETED/EDITED ADVERT) IS DUE FRIDAY 12TH DECEMBER 2014 - THIS IS VITAL AS YOU WILL NEED TO HAVE A 'SCREENING' OF YOUR PRODUCT TO ENSURE AN ACCURATE RESPONSE FOR YOUR EVALUATION.

FINAL DEADLINE: 19TH DECEMBER I WILL COLLECT ALL YOUR COURSEWORK FOR ADVERTISING: PRODUCTION

• PRE-PRODUCTION (MARKED IN YOUR FOLDER)
• PRODUCTION (UPLOADED TO OUR YOUTUBE)
• EVALUATION (PRINTED AND HANDED IN!)

THE CAPS LOCK SHOULD EMPHASISE THE IMPORTANCE OF THIS POST.

Mystery Bag Advert 1

The Task:

Students had to produce a 30 second advert based around a mystery product drawn at random from a bag. 

Select a persuasive technique: Humour, Sex, Shock or Repetition.

Successfully complete all pre-production and then film the advert. 

This was one of the final products. 

Who is your audience?

Who is your audience? 

It is important that you individually create a document (at least one-side of A4/word processed) that states who the target audience is for both your brand AND the advert itself.

There is a variety of different ways to approach this however as normal the more detail you include (theories/concepts) will increase your grade. Some key things you should discuss:

• GRASS (gender, race, age, sexuality, socio-economic)
• NRS Scale (ABC1C2DE)
• Young & Rubicam 4C's 
• Uses & Gratification (Personal Identity, Information, Entertainment and Social Interaction)
• Life Matrix

If you are unsure of any of these concepts, have a look over at this blog post and if you need any more help then check back with me. 

Advertising Pre-Production.

I thought it would be simpler to clarify in one post exactly what you need to complete for pre-production, therefore you can use this as a "signpost" for what I expect of you.

Key dates: 14/11/14 (draft 1) 21/11/14 (final deadline).

Below is a list of the pre-production that is required and how you should create it, if it is possible, I have made an exemplar form for you to complete which available from this link or by clicking on documentation above. 

• Finance: Sources of finance; requirements, e.g. equipment, transport, talent, crew, materials, facility hire, clearances. Create a costing sheet on Excel that documents the cost for your shoot. Realistically there is a cost, whether it be travel, food or something. Equipment hire is free but you should still document this!
• Time/Personnel: Production schedule is available on the link this includes a production schedule, crew list and location details.
• Location Scouting: Take images of your location and create a document on Word that shows what the location is, where it is (the address), why you chose this location, what the limitations are. 
• Codes of Practice: A document on how your advert relates to the ASA and CAP - this is not a brief document, you need to research both and how exactly your advert does not mislead, harm, offend and is socially responsible. This will require some additional information, which I shall provide next week.
• Production documentation: Storyboard at a minimum 15 shots, scripts, risk assessment, evidence of equipment hire, cast information and documentation to use locations.

This should ALL be word processed (expect the storyboard, which you can handwrite). You need to ensure this is of a high-quality as this is 50% of your coursework grade for Unit 1.

Deadline must be adhered to - failure to hand work in work will only allow a PASS grade.

EXEMPLAR PRE-PRODUCTION

KG

Pitch.

Hello all!

Congratulations to everyone who partook in the pitches today. You all did an excellent job and I look forward to given you some feedback on strengths and areas of improvement for the next pitch; the independent project due in February - don't think about that one for now. 

I'll upload some clips, stills and examples from the pitches, so you can all admire the hard-work that was put in by everyone, but for now as it's a Friday I thought I would leave you with the Fender team. 

Have a excellent half-term, get preparing some pre-production (storyboards, scripts, mood boards, location scouting and risk assessments)

#FenderFriday

The Pitch (24/10/14)

Hello one and all!

5 days to go until the pitch, don't panic... unless it's awful and that's why I'm providing you with these helpful hints!

Hopefully the exemplar of Taylor Swift - Diet Coke will have helped but here is some additional help.

• Bring your Pitch with you; this isn't as stupid as it sounds, you'd be surprised! Either via a USB, on-line, through the medium of dance or however you have chosen to present it. Just make sure you do not need to log in to a Mac - you will be using a logged in machine.
• Please create a script - don't just blag it. It will be noticeable and you won't be able to achieve a high grade without the structure and support.
• Remember to speak slowly, engage us with eye contact and most importantly have fun.
• Have a video of an existing product of either your brand (to show parity) or a similar advert to which you want to produce (to show what your thinking). HOWEVER please embed the video into your PPT and not link it via a hyperlink (this will slow you down, and make it less professional). If you aren't using technology for the presentation, just show the video via YouTube.
• Youtube --> Clip convertor --> download .mp4 --> add to PPT (simple) 

What the PPT needs.

• Brand Elements
• Target Audience (GRASS)
• Similar Products/Competitors: why does your brand stand out?
• If you are using Celebrity Endorsement: why that celebrity?
• Advert: narrative structure
• Advert: persuasive technique
• Advert: technical codes (visual & audio)

Contextual Study

DEADLINE: 17/10/15

Contextual Study - make sure you cover the following criteria.

Brand:

What is the...

• Name:
• Logo: the visual trademark that identifies a brand
• Tagline or catchphrase:
• Graphics
• Shapes
• Colours
• Sounds
• Scents
• Tastes
• Movements

·       How can the brand identity be evidenced in the advert? 

·    What specific parts of the brand elements are evidenced in the advert?

·       Is this a typical advert for the brand?

Audience:

·       What is the TA for the BRAND – is it the same TA for the advert?

·       Consider GRASS, NRS Scale, Life-matrix, Young & Rubicam 4C’s

·       How has the audience been targeted?  

Structure:

·      ·     Define what the structure is: NARRATIVE (linear/non-linear) how do you know this?

·     ·      Realist/Anti-Realist – Documentary – Talking Heads – Animation – Stand-alone/Series – how do you know this? Be specific – I need to know how the structure is evidenced in your advert.

Persuasive Technique:

·      ·    Sex, Humour, Repetition or Shock – or is it a different one? How do you know this? Why has the advert used this type of technique – what is the impact on the audience?

·      ·    Celebrity endorsement – research the celebrity, why were they chosen, how do they link to the brand?

DISTINCTION Visual Techniques:

·      · What types of camera angles, sound (diegetic/non-diegetic), editing has been used – how does this impact the advert? Why has the advert been filmed this way?

ASA Rulings:

·     ·   Search http://www.asa.org.uk/Rulings/Adjudications.aspx for your advert - are there any ASA issues?

·   ·  Contextual Study