NOTE:Tracking shot problem

As you'll see in my planning sheets for my advertisement, I mentioned that I'll use a tracking shot in my advertisement so that the setting and action could all be revealed to the viewer. However, during the filming, i encountered the problem that filming a tracking shot was impossible without the necessary equipment. i tried to improvise but the surface of the setting wasn't level grounded enough for wheeled objects to smoothly carry the camera so I therefore changed this shot to a panning shot of which panned from the right hand side of the surface to the left.

Music in TV advertisements

Music in tv advertisements is usually used as background sound to add a different feel and dimension. Usually, companies will use free music and loops for their ads because they don't cost as much and there are no complicated processes of paying royalties and expiration dates. Only the big companies with money could pay a famous artist for a song to be played in their advertisement.
So obviously for my advertisements I'm not going to have any famous songs or copyrighted songs in the background so I'm going to need to use free music samples and loops. Most cleaning advertisements of any genre use generic sort of music which slots in comfortably with the theme of the advert, so Mr muscle, with its superhero concept would have triumphant trumpet music and a more direct advertisement like Cilit Bang would have more of a straight forward direct generic piece of music.

Music in advertising functions in many different ways. They can implement different ideas and tones to an advert depending on what the music sounds like. According to my research there are a few types of cultural aspects which are targeted. They go as follows:

Entertainment
Music is sometimes just implemented so that there's  more of an aesthetic dimension added to the advertisement. This is the most generic use of music in advertising as it just adds a different dimension to the advert making it more attractive and interesting.

Structure and Continuity
Music is sometimes just used so that the advertisement makes sense, so basically the music acts like a sound bridge smoothing down the flow of the advertisement.

Memorability
Music can be used singularly for memorability. By using a piece of music which contrasts against the ethos of the advert, it can create quite a interesting and memorable aspect. Music is sometimes used in jingles so that people remember things such as slogans or phone numbers. In radio advertisement, jingles are used more frequently due to the fact that there's a distinct lack of imagery and visuals.

Lyrical Language
Because of the power of TV and film nowadays, advert producers have started to cleverly imply clever lyrics in to their music so that the advert comes across as more intriguing.

I find the depth and importence of music in advertising specifically interesting because i do music technology and find the area of music interesting.

Planning sheets for spray glide n glimmer advert 2

These are just a few planning sheets. They're bot of the best quality but they are just quick rough sketches and scribblings of my advertisement.

TV Advertisement 2 camera shots and script

shot number 1-
The camera will start on the same wooden surface that was in the first advert. The product will be at the right hand side of the close-up shot and tet will be beside it saying "Spray Glide and Glimmer is back". Voice over will then say-"spay glide and glimmer is back and now it cleans more than just your everyday surfaces".

shot number 2-This will be a close up of a dirty sink with the voice over saying,"sinks!".

Shot number 3-This will be a close up shot of a window with the voice over saying "windows!"

Shot number 4-This will be a mid-shot of a bath tub with the voice over saying "and baths!". This shot will run a bit longer and the voice over will then say, "spray glide and glimmer wll get the job done all in just 3 simple steps."

Shot number 5- This will be the start of the action shots. it will be a close up of a sink with the voice over saying "spray!" The edit transition will wipe from left to right revealing the next scene.

Shot number 6- this will be a close-up shot of a window with a window wiper being wiped across or glided across. The voice over will then say "Glide!" Again what will follow this is a wiping editing transition from lef to right revealing the net scene.

Shot number 7- This will be a mid-shot of a bath with the voice over saying "and glimmer... three actions one result.

Shot number 8- This will be a close up shot of the product with the voice over saying "new multi-purpose spray glide and glimmer, Spray Glide and Glimmer!"

props and setting for advertisement 2: Spray Glide and Glimmer multi-purpose

advert 2 - slideshow dvd

These are just the settings and props i used for my secnd advertisement. In the advert there'll be dirt smeared all over each object be it a window or sink then there'll be a another shot of each one getting either sprayed, wiped or glimmering.

creating my logo

As i was doing an advertisement for an original, new product, I had to come up with a design and look for it. This isn't particularly the most important part of the media course but was still an area of which would need researching and looking into.

So the first step in the creation of my product was finding a bottle of which I could use as my product. I scavenged my house and found a flash bottle of which was the perfect design for my idea.
Once I had found the correct bottle, I drew out some designs or the front of my bottle. I printed out some blank canvasses and sketched a few design ideas in the centre of them.

After having drawn up these mock up designs, I went on Microsoft word and created my product with the tools available on it. I had two designs both of which i deducted from my first design ideas. I came up with these two designs on Microsoft word.

The design on the right hand side was the first design I tried and tested. The colour theme was a dark purple of which I thought looked okay first time around.  I used the Eras Bold ITC font as i though it stood out and looked quite good. I used the "The UK's number 1 surface cleaner" as just a sort of a generic tag line for my product. Overall i think that design worked okay, there was just a problem with the colour as it was too dark and also I think the circular shape was wrong because it contrasted too much against the shape of the bottle i'd collected so i though this design was wrong.

The design on the left I made after having made the design on the right. I used the trial and error method to come up with this decent colourful design. So, first thing i did was find a bright sun light sky picture which was to be the background to my design. Once I'd found this background i pasted it onto Microsoft word and tested plenty of different fonts and colours n top of this background. I eventually settled on Berlin Sans FB Demi in a bright pink colour. I thought the bright colour against the bright background made the product look fresh and nice and this fitted perfectly with the theme of the product which was that it made kitchen surfaces fresh and clean.

The design process, i knew, wasn't the most important part of my project, but it merited a good amount of thought and work because it would make my product realistic thus making the advertisement more realistic in itself.

props and setting for advertisement

As my product is a general grime remover, i had to be sure that the props and dirt in my advertisement were of that variety so it wasn't confusing and incoherent with the general theme of the product genre. I thought up logical and ideal props that i could use, basically things that wouldn't create too much damage or mess to the kitchen surface. My idea of general mess was things like coffee stains, milk spillages crumbs and bread spreads such as marmalade. I feel the variety of liquids and mess is a good way of emphasizing the tag "General surface and grime cleaner", as the three types of liquids an mess are quite different in viscosity and mess. Here is a brief slideshow of the props used for my Sponsorship sequence which will also be used in my full 30 second advertisements.

Kizoa slideshow: props and setting - Slideshow

radio stations for my rado advertisement

My radio advertisement being aimed at a unisex audience in their mid to late 20's to early thirties would be played on a radio station quite unisex and formal. After having done some research i realised that i cant associate my advertisement with any bbc station as they dont have any adverts and i definately cant have my advert associated wth that of heat radio or nme as the with the latter the audience is too young and with the former the audience is too towards the female which would create a seist vibe. So i eventually came accross LBC 97.3 which is a very formal radio station which broadcasts rolling news and different features. Features such as gadgets, books and films along with travel and news shows the stations diversty and it brings up the point that the diversity would enable such a product to have an effect and reach the target audience of the radio station as the target audience is quite mature and old.

studying products for product logo design

The product logo is one of the main features in capturing the audiences attention. I feel that if my product is to be successful, then it must have a decent logo and look.
After studying the many different cleaning products, i found that the look of the product should reflect the freshness and cleanness it's going to give off as a cleaning product. A lot of the products i found used the look of bright colours and tranquil images. Bright colours perhaps reflect the feature of the product that it's going to brighten up your home whereas the tranquil images will reflect the purity and freshness.

The Cif product below is a perfect example of how colour can reflect freshness and envelop the clean feel the product is supposed to give. With the clear blue colour and blue background on the logo, it gives a fresh feel like a clear blue sky on a fresh spring day. I find that colour is so important in logo designs and i plan to make my colour as coherent to the theme as possible.

This Flash bottle is again very colourful and good to look at. The lilac colour reflects that fresh flowery smell you get from the lilac flower itself and therefore mirrors the freshness the product is going to give off. Also, on this products label, it has a glinting sun on the front giving that aforementioned feel of your house being bright and nice like the sun over a spring meadow. I'm going to use the glinting sunlight image because it perfectly reflects the cleanness and purity the spray's going to produce.

sound for advertisement campaign

Sound is very important for advertisements as it bridges the gao between the veiwer and the advert itself. With sound, the advert is made it to a more enjoyable or more aesthetic event which is important in maintaining the interest of the veiwer.
For my advertisements im going to have a certain feature running through most of them. So for both my TV adverts and my radio adverts im going to have sound effects added to the slogan at the end, so the voice over will say "spray", and a spraying sound will be heard, then a gliding sound will be heard so like a whooshing sound after the voice over says "Glide then glimmer will be a little sparkle after the voice over says Glimmer.
The website I'm going to use is http://www.freesound.org/ and it provides a database of sound recorded by the people which are made available to download so if i search "spray", many different recordings f a spraying sound will appear and I'll pick the best one.
I've already bookmarked sound effects that appear suitable for my advertisement.

http://www.freesound.org/search/?q=glint
This glinting sound will be the sparkle sound reflecting the name and glimmer asect of the product.

http://www.freesound.org/people/joshfeed/sounds/123036/
This sound will reflect the spray of the product itself

http://www.freesound.org/people/qubodup/sounds/60002/
This sound will be the swooshing of the cloth over the surface.

cilit bang

for my second advert I'll make it directly cohesive with my first advertisement meaning I'll basically do a follow up of the 1st advertisement. So what this means is that i'll link and maybe even repeat lines from the 1st advert to create cohesion.
I've researched in to this and i've found a perfect example...the Cilit Bang adverts. Although i've now probably overused this brand and product, it's just such a good example of a typical cleaning product advert as it has all the usual conventions.
Here are the two advertisements. The second makes references back to the first advert and i think that's a good way to go in terms of brand establishment and recognition.

Advertisement number 1:

Advertisement number 2

How products that are the same are advertised differently

For all companies, advertisements are a subject of which need constance surveillance and updating, even if the advertsement out for a product is a massive hit, after a few weeks the company will need to make a new one so that the product and branding doesn't become boring and predictable. A fine example of this would be the surreal Cadburys adverts which have been produced and pput on to our screens rather recently. All the advertisements are of Cadburys dairy milk, the flagship product of the cadburys industry and despite the success of say the gorilla drumming to Phill Collins, they still produced another advert to neutralize the threat of the advert and branding going stale.

Here are pictures of the three recent adverts which have carried the quirky and imaginative theme of cadburys at this given time:

The eye brows advert for cadburys

The cadburys Gorilla advertisement

The racing cadburys advertisement
These are fine examples of how companies will stick with a similar theme for a log ruun of advertisements and it's something of which i'm going to do.

Another example of an even longer running themed advert is the Gary Lineker comic walkers crisps advertisements. These advertisements have been going for absolute years and each time they're just the same except with a different concept which enlightens the audience to something supposedly new and fresh. The walkers crisps franchise has been going for years so it just shows that perhaps sticking to a similar formula is the way to go.
Here are some pictures of the Walkers crisps advertisements over time:

1990's
2000's

most up to date advert 2011

advertisement 2: spray glide and glimmer mark

My second advert will still be Spray Glide and Glimmer but will be a different type of advertisement. So, advertisement number 1 for Spray Glide and Glimmer was a mini drama and an advert which was very stereotypical and conventional of its genre. My second advert has to be similar but presented with different ideas and features. I'm going to explore how the same products are sold albeit separately and differently.

Props/costume for advertisement number 1

Props: The Spray
cloth/sponge
jars of marmalade and other sticky substances
mug


Costume:
Apron
gloves
normal, bog-standard clothes

Props- All this advertisement really needs is a fw props
The spray is obviously a neccessity as it's the product being advertised.
The cloth/sponge will be the accomodating instrument when using the spray product.
Jars of marmalade or jam will just be placed to emphasize the dorty grimey surface look
The mug will be placed with the same reason as the jars of food

Costume- The apron and gloves are important as it will show relate to the sfety and hygenic factor a cleaning advert should show. With out them it would put the vieewer off as according to Maslows Hierarchy of needs, a person needs to feel safe and comfortable with what their seeing in order for them to want or more importantly need it.
Clothing should just be normal, nthing out of the ordinary as i want the advert to be as relateable as possible to the viewer, nothing out of the ordinary.

Locations for advertisement number 1

Kizoa slideshow: media - Slideshow

These are the three locations of which are in consideration. I'm going to explain the pros and cons of each location.

Location number 1:
Pros- surfaces look like they could really emphasize the "Glimmer" that the advert so call produces.
-the kitchen is an ideal location for an advert to be filmed, it's nice and big and spacious.

Cons- Kitchen needs a bit of a clean so that it can relate and be cohesive with Maslows Hierachy of needs and he safety aspect of this theory
-The lighting needs be brighter.

location number 2:
Pros- The second location is the school cooking room. Again I think that the room is spacious and good for filming.
-The lighting is good and would be ideal for filming

Cons- It's not particularly a cosy, warm kitchen that would relate to the product and the theme of a person cleaning there own kitchen.

Location number 3:
Pros- Cosy warm and looks safe and secure relating it to the security aspect of Maslows heirachy of needs.
The kitchen is spacious for filming.

Cons- The surfaces aren't particularly ideal for the "Glimmer" as they are wooden and not as ideal as the surfaces in location number 1.


I think I might go for location number 3 because it looks good and it creates that cosy warm and good atmosphere which an advert should have to appeal to the viewer.

Planning sheets for tv advertisement Spray Glide 'n' Glimmer

Round up of TV advertisement, radio advertisement and sponsorship sequence for the product 'Spay Glide 'N' Glimmer'

Sponsorship sequence
My sponsorship sequence will be the first of what would be a two or three advert sponsorship sequence. Being the first of the sequence, it will have to open with the cleaning dilemma.

So the camera will pan down this amazingly dirty surface with a voice over saying," These surfaces need a good clean". At the end of the dialogue the camera pan will stop with the product being at the end of the surface.

So in short:

Camera will pan across the dirty surface in a similar fashion to the 30 second TV advertisement.
As the camera pans a voice will say," These surfaces need a good clean."
At this point the camera will stop panning with  the product at the end of the surface.
So the camera will continuously pan until the product almost glides into shot.
The voice over will then say "Spray Glide and Glimmer sponsors (sponsored TV show yet to be considered.).

This will be my sponsor ship sequence.

TV advertisement

Shot number 1
camera pans from left to right revealing a dirty, grimy kitchen surface.
Voice over says: "Dirty kitchen surfaces really take the sparkle from your kitchen don't they?"
Once the voice over gets to "...don't they?", it'll cut to the protagonists face which is the next scene.

Shot number 2
The camera will straight cut to a close up of the confused women's face nodding yes.
Voice over will say: "...don't they? So why not try Spray, Glide 'n' Glimmer the UK's number 1 surface cleaner."
When the voice over says "Glide", the product will glide into the frame.
After the voice over says cleaner, the camera will again straight cut to the next scene.

Shot number 3
This will be a close-up of the product.
The voice over will say: "Just three simple steps will get the  job done!"
The hand of the protagonist will then come in to frame and will swipe the product away leading on to the next frame. There will be a wipe to the next shot.

shot number 4
This will be an extreme close-up of the surface showing the product spray on to the surface.
The voice over will exclaim: "Spray!"
I t will then  wipe from left to right to the next frame.

Shot number 5
This will be another extreme close up of the surface except this time with the cloth gliding over the spray thus cleaning the surface.
The voice over will again exclaim: "Glide!"
It will then wipe from left to right to the next frame.

Shot number 6
This will be the third and final extreme close up of the product in action. It will be a close-up of the surface glinting and sparkling clean.
The voice over will then say: "...and Glimmer!"
It will again straight cut to the next scene.

Shot number 7
This will be the final shot. It will be a close up of the product.
The voice over will say: "Spray, Glide 'n' Glimmer!"
The tag line will end the advertisement with the voice  n  over saying,"3 actions, 1 result!"
Straight cuts to black like any other advertisement.

Radio advertisement

Opens with scrubbing noise and frustration

This then follows,"Are you struggling to control common surface grime?"
- silence for a few seconds for the listener to consider the question-

Then look no further!

Spray, Glide 'n' Glimmer is the spray for you.

In just three simple actions you can say good bye to all that dirt and grime

Simply Spray, Glide 'n' watch your surfaces Glimmer.

3 Actions, 1 result

Spray (spray sound) Glide (Whoosh sound) 'n' Glimmer (sparkling/glimmering sound)

sponsorship sequence for my product "Spray, Glide 'n' Glimmer"

My sponsorship sequence will be the first of what would be a two or three advert sponsorship sequence. Being the first of the seqeunce, it wil have to open with the cleaning dilemma.

So the camera will pan down this amazingly dirty surface with a voice over saying," These surfaces need a good clean". At the end of the dialogue the camera pan will stop with the product being at the end of the surface.

So in short:

Camera will pan across the dirty surface in a similar fashion to the 30 second TV advertisement.
As the camera pans a voice will say," These surfaces need a good clean."
At this point the camera will stop panning with  the product at the end of the surface.
So the camera will continuously pan until the product almost glides into shot.
The voice over will then say "Spray Glide and Glimmer sponsors (sponsored tv show yet to be considered.).

This will be my sponsor ship sequence.

sponsorship sequence: Tv show accompaniment

With my sponsorship sequence being that of a cleaning product i thought it suitable that it associates a show of the same ethos. After trawling through many different shows i found Kim and Aggie's "How clean is your House."
This is the perfect accompaniment for my sponsorship sequence and it will be used.

Example number 2 of a sponsorship sequence

The example in this post is of a whole sponsorship sequence from coronation street of the cadburys brunch bar brand and make. This is example basically is a good representation of how the sequences differ depending on which advert break they're placed at. We see that the first and last adverts are both longer than the middle:

2002 - Brunch Bar (Raisin) - Opening - YouTube   15 Seconds long
2002 - Brunch Bar (Raisin) - Break Bumper 1 - YouTube 7 Seconds long
2002 - Brunch Bar (Raisin) - Closing - YouTube 12 seconds long

From the timing of each sequence we can see how the opening and closing adverts need more time as they have to introduce/close the product being advertised whilst at the same time implementing some sort of story to give it a theme associated with the program, so in this case it'd be coronation street.

From these videos we also have a little bit of a mini-drama too with the man seeing the brunch bars in the first video then eating them in the last. This dramatic aspect is corresponding with the program 'Corry' of which is a drama as well so they cleverly do this because it helps the brand on their way to finding their target audience a lot more successfully.

Being cadburys, there's no particularly catchy tag line or slogan as they, the company are self explanatory as they are such a massive world wide brand.

These cadburys Brunch Bar advertisements are perfect examples of what a full sponsorship sequence is like and most other sponsorship sequences follow suit with there being a theme corresponding with the program whilst at the same time there is obvious implications to the product.

Example number one of a sponsorship sequence: Harvey's furniture store

This is a sponsor of which accommodates the soap opera of Coronation Street.

Length: Bumpers are usually only 10-15 seconds long

Sequence of events: Brand will be identified with product in shot and material in relation of the program being sponsored will surface. This will then be followed by the brand logo and name coming up usually to the sound of a voice over.

Voice over: This is used to directly advertise the brand and to basically explain the relevance of the brand in the bumper/advertisement.

Tag line: This is the line which, especially for this advertisement, adds everything up in that it's this which links the bumper to the show being sponsored. The line is,"Bringing your home to life". This line relates to the drama which takes pace in these soap opera families and thus relates the bumper to the TV show.

These are a few of the main features within this bumper.

Sponsorship sequences

What are they?

As well as a TV and radio advertisement, i have to also do a sponsorship sequence. Sponsorship sequences are really good for expanding and glorifying a brand. Sponsorship sequences are short little trails which follow a TV program. They are advertisements also known as "Bumpers", which have to be shown before the program starts, during the break in the middle and at the end of a program. The bumpers have to be shown because the brand company will have payed the producers of the show vasts amount of money for the spots meaning that the advertising company are contractually obliged to accommodate their advertisements with the show. This thus makes the brand a sponsor of the show.

Benefits of Sponsorship sequences

This method of advertising is such a simple yet effective way of advertising a brand. Sponsorship sequences usually accommodate a TV show of the same ethos. For instance, coronation street was sponsored by Harvey's furniture store who's tag line for the advert was "Bringing your home to life". By associating your advertisement with a program of a similar genre, the target audience can be immediately and effectively reached.

Another good feature of  bumpers is that it enables quite a lot of advertising in a short space of  time. With normal advertising spots hard to come by, it's rare for a brand to get more then one advertisement spot in a single break but with sponsorship you could get four in in the space of an hour depending on how long the program is being sponsored. The quantity and concept also isolate the advertisement from other advertisement because it's different and more recognizable because it's not just come in the middle of a long stream of advertisements. This is good for making the advertisement/brand more receptive for its target audience.

TV advertisement: camera shots and script

Shot number 1
camera pans from left to right revealing a dirty, grimy kitchen surface.
Voice over says: "Dirty kitchen surfaces really take the sparkle from your kitchen don't they?"
Once the voice over gets to "...don't they?", it'll cut to the protagonists face which is the next scene.

Shot number 2
The camera will straight cut to a close up of the confused womens face nodding yes.
Voice over will say: "...don't they? So why not try Spray, Glide 'n' Glimmer the UK's number 1 surface cleaner."
When the voice over says "Glide", the product will glide into the frame.
After the voice over says cleaner, the camera will again straight cut to the next scene.

Shot number 3
This will be a close-up of the product.
The voice over will say: "Just three simple steps will get the  job done!"
The hand of the protagonist will then come in to frame and will swipe the product away leading on to the next frame. There will be a wipe to the next shot.

shot number 4
This will be an extreme close-up of the surface showing the product spray on to the surface.
The voice over will exclaim: "Spray!"
I t will then  wipe from left to right to the next frame.

Shot number 5
This will be another extreme close up of the surface except this time with the cloth gliding over the spray thus cleaning the surafce.
The voice over will again exclaim: "Glide!"
It will then wipe from left to right to the next frame.

Shot number 6
This will be the third and final extreme close up of the product in action. It will be a close-up of the surface glinting and sparkling clean.
The voice over will then say: "...and Glimmer!"
It will again straight cut to the next scene.

Shot number 7
This will be the final shot. It will be a close up of the product.
The voice over will say: "Spray, Glide 'n' Glimmer!"
The tag line will end the advertisement with the voice  n  over saying,"3 actions, 1 result!"
Straight cuts to black like any other avertisement.

Radio advertisement script

Opens with scrubbing noise and frustration

This then follows,"Are you struggling to control common surface grime?"
- silence for a few seconds for the listener to consider the question-

Then look no further!

Spray, Glide 'n' Glimmer is the spray for you.

In just three simple actions you can say good bye to all that dirt and grime

Simply Spray, Glide 'n' watch your surfaces Glimmer.

3 Actions, 1 result

Spray (spray sound) Glide (Whoosh sound) 'n' Glimmer (sparkling/glimmering sound)

radio advert questioonnaire/results/summary

radio advertisement idea

As I've mentioned in a previous post, my product is called "Spray, Glide and Glimmer". Being a radio advertisement, sounds and noises are quintessential in getting the audiences attention so they need to be distinctive and entertaining.

Radio advertisement idea:
What I aim to do is have a speaker asking questions such as "Are you struggling to control your common surface grime?", and then after a few questions the speaker will say "then you need spray, glide and glimmer", the speaker will then speak of the how it works by saying ""just spray on to your surface, glide your cloth over the grimy surface and watch your surface glimmer", The jingle will then follow this.  The slogan will be implemented into the jingle of which will be a sort of musical piece.

General information:
Advertisement will be 30 secs
There will be a jingle and lots of sounds and noises accompanying the advert

questionnaire/results/results summary

Product name

So my product is a surface cleaner and the problem with surface cleaners is that it's hard to make people feel the need and desire to claim and get these items. So, it must have a catchy name and the advertisement must be straightforward and enjoyable.
My product is called "Spray-Glide 'n' Glimmer" and the title will reflect in the advertisement as the action to clean will be that you SPRAY on to a surface, GLIDE the cloth/sponge and the after effects should GLIMMER. The alliteration with the glide and glimmer should be attractive and the cohesion with the title and the actions with in the advert should make it make sense and easy for the viewer to understand.

Gender

Research into similar products

Most cleaning adverts are shown as mini dramas nowadays with sequences going from PROBLEM to RESOLUTION to ACTION to CONCLUSION. An example of this would be the old Mr Muscle advertisements. In these advertisements, Mr Muscle would ironically be presented to us as a weedy, skinny fella who has an incredibly dirty kitchen on his hands. So there's the PROBLEM, the dirty kitchen. However the problem is soon RESOLVED with the Mr Muscle product appearing heroically. Similarly to Popeye and his spinach, the Mr Muscle product makes the character Mr Muscle strong and over powering so the then  he takes ACTION. After the action of cleaning up the grime, the advertisement concludes and that is the advert done.

Here is the old Mr Muscle advertisement and we can see the protagonist holding the products in the picture.


In contrast to this there is the Cillit Bang product of which is presented to us through the use of a type of advertisement called a pitch presentation ad. This is where the speaker will pitch the advertisement to you in a loud composed voice. So the advert stars with the character Barry Scott introducing himself. he then, with the product in hand, introduces the product and pitches the brand to us. He precedes to show us what it can do by dipping a penny in a vat of Cillit bang infected water. The penny consequently comes out clean and then more action sequences of the product pursue. The advert concludes with Barry Scott wrapping things up.                                                



Here is Barry Scott doing the classic Cillit Bang pose holding the product to the camera.


Now out of these two product advertisement categories, I'd go for the mini-drama as with a mini-drama it's easier to produce two advertisement as you can make them link up through story lines. Cillit Bang is a perfect example of this as in a later advert Barry Scott refers to the penny trick as "One of his old favorites". What this quote does is that it links up the previous advertisement and creates cohesion so that the audience will recognise the franchise and will remember the old advertisement further implementing the previous Cillit Bang advertisement in their head.

Last point is that most these advertisements have slogans at the end and the brand crest. I might follow this trend as it seems to be quite a consistent convention in the cleaning product advertising world.

Short summary of brand and target audience identification

In the previous two posts I've talked about how brands have expanded and became self-explanatory overtime in terms of brand name and target audience and from this I've gained that my advertisement will try an aim to be more unisex and possibly not self explanatory because it will be the first advertisement of it's kind for this made up product. So careful consideration will go into the advertisement regarding how I use characters, who i pick to be characters be it a woman or a man and what they're be doing. All these factors will come into account and will determine whether my advertisement is successful or not so they must be done well or else my cleaning advert could indicate signs of possible sexism or other generalizations which will pull down the marketing factor of the advert.

Why's the target audience changed over time?

psychograph for identifying target audience

Do you work?
yes
no



are you a busy person?
yes
no


Do you have kids
yes
no



How often do you have to clean the house?
once a day
twice a day
three times a day
four times a day



Do you find it stressful?
yes
no





Do you find it difficult cleaning?
yes
no




results for question 1
Most people between the age of 25 and 34 do have jobs.
It turned out that almost 75 percent of people between the ages of 25 and 34 had jobs.

Results for question 2
Again most people said they wre busy because most of them had jobs. 86 percent of people who i asked said that they were busy.

Results for question 3
60 percent of people said that they didnt have kids.

Results for question 4
55 percent of people said they have to clean their house more than 4 times a day with 20 percent saying 3 times a day 15 percen for twice and 10 percent for once.

Question 5
75 percent of people find that cleaning the house is a stressfull activity.

Question 6
67 percent of people find it difficult to clean


What this psychograph has helped me learn is that most of my target audience work and live quite stressfull lives eaning that i sould infiltrate their needs by making my product as simple as possible so it can fit round theor busy lives. Also knowing that the majority dont have kds helps me understand that the stress and busy schedule is work orientated meaning that i dont need to add any aspect or attributes of children within the advertisement.

How branding has changed

summary of psychology in media

My last `two posts about both AIDA and Maslows hierarchy of needs, emphasize the fact that advertisement is very much about delving into the mind of the target audience and finding out what they want and what makes them want it. By abiding by these two psychological rules, advertisers can produce and sell their product to the customer with a consumate amount of ease as the target audience will already have been accessed and needs and wants will have been indentified.

AIDA and Maslows theory are theories which have developed and been expanded on year after year. The expansion in science and technology is making advertising more easy as were able to find out more about the brain and its necessary needs. By using science and technology to the best of my ability i should be able to produce a really persuasive and good advertisement.

Maslows Hiearchy of needs

Maslows Hierarchy of needs was not necessarily invented for advertisement as AIDA was, but it's been implemented in such a way in terms of advertisement that if you look at a certain genre you can associate it with the way the psychological theory works. The theory itself comes in the form of a triangle, like this:

At the bottom of the triangle we have the physiological needs, so eating, drinking and sleep, so basically functions of which are necessary for us to live. Above these physiological needs are the needs which are called the "Defficient needs" or "D-Needs" for short. These needs are characteristics which enable a person to build their way up the triangle, so if all the "Defficient Needs" are met, then a person will fulfill all their human needs  .All these different needs can be interpreted into advertisement as in certain genres can be represented through the different sections of the triangle.

For instance, if we take security, which is the second section of the triangle, this would be associated with a health and safety advert as features such as health, morality and property are predicates of the subject of health. So if a health firm were selling a product, they'd look at this triangle and see what the needs of the audience were in terms of the safety section of the triangle. It's supposed that if these human aspects of life are met by advertisers, then the product will sell much better.

More examples would be dating websites who would abide by the section under love and belonging. A website such as "Match.com" would look at the love and belonging section of the triangle and try to imply it in to the advertisement of their product.

University adverts would abide by the esteem section as they'd need to relate their advertisement to such things as achievement and self confidence. With the criteria met in the esteem section the advert will look more appealing for the audience.

In terms of my advertisement, i'll be aiming for the safety section and i'll makesure my advert implements the different sub genres involved in this category. So in my advertisement, i'll make sure that objectives are met by implementing the different aspects of safety, morality, property and body.

Audience psychology: AIDA

Advertising and selling products is not necessarily easy as it looks, the amount of work which goes into finding out how people react and desire products is phenomenal. Avertising is not simply about selling a prduct, it's about delving into the mind and desires of the audience through psychological theories. To figure out various audiences desires, it seems necessary that the brain and thoughts be analised and taken into consideration.


A man named E. St. Elmo Lewis came up with AIDA, which was a major breakthrough in figuring out how the customer worked and how to perfectly sell your product to your audience. The AIDA sales training acronym, properly came into effect when selling was treated as a professional discipline in the 1950's. AIDA is the process which people go through when being pitched or sold a product. It stands for ATTENTION-INTEREST-DESIRE-ACTION. This is the chronological order in which it happens. The person will pay attention; then they'll take an interest; then they'll desire the product; then they'll take action and purchase. 
This theory has been taken into account by all types of advertising media as it is a reliable template to base round the targeting of an audience. Once you've figured out the audience for your advertisement, you need to make sure that your product will replicate the 4 steps of AIDA for the product to sell successfully. 


AIDA is the most renowned and well known advertising theory and is still widely used today as a basis upon which companies advertise. 

Different advertisement categories

There are 4 different types of advertisement:

Mini Dramas: The mini-drama type of advertisement is an advert which varies from 30 to 60 seconds and within this time a short story will be presented to the viewer and the product will be represented through it. The advertisement will involve a protagonist, a story line, conflict and resolution and all of this will take place in a 30 to 60 second time period so you can imagine the speed of which this advertisement would be carried out.  This Nike advert is a good example as it shows the story of a lower league player building from the lower leagues of football to the very top in a speedy, concise sequence.

Spokesperson Presentation- the spokesperson will usually be a well known person or celebrity and they'll be speaking clearly and in a authoritative manner about the product in question. By getting a celebrity to advertise your product you are gaining the interest of people who are enticed by the celebrity world and therefore you may be able to draw these people towards the product, it's basically a good marketing and promotion tool used by the advertising industry. The celebrity will either play himself/herself or will play a character, usually they play themselves but don't actually portray themselves the same way they would in real life. An example of this would be Gary Lineker in the walkers advertisements.

Pitch presentation- The definition is within the name really, the pitch-person means that it's simply just a person pitching the product to you the viewer. So a common person, no a celebrity, will tell you all about the product and will do so in a clear and persuasive tone. This is seen in the Cilit Bang advert as Barry Scott promotes the product.

Voice over- voice overs are used in plenty of adverts. This is when you cannot see who's talking but you can hear their voice most likely talking about the product. In terms of my advertisement ideas, i think a voice over will be ideal as during the action shots of the product someone can talk and describe what's actually happening.

Brand and product identification

BRAND AND PRODUCT IDENTIFICATION- The branding and the product are going to have to be visible in the advertisement as this is what will be the main focus of the advertisement. In terms of when they should be usually they 're shown at the beginning and end of the advertisement so that at the start and finish the product will be established as the main point and focus of the advertisement.

ABOVE is a advertisement of which identifies the product and brand straight away with the brand name marked all over the wall and a close up of the product itself.

Advertisement length

LENGTH- When creating a TV advertisement, the timing has to be perfect as you only have a short space of time to practically sell your product to the viewer. The average length of an advert is 30 seconds but nowadays the 15 second rule has come into effect as it's cheaper to do and possibly just as effective as a 30 second advertisement. The reason as to why it would be cheaper is because the shorter it is the less things it's going to have in it; so less actors, props and air time.  So for some, the more minimal the better as it's simply more cheap.  

I'm going to go for a 30 second advert because the product i'll be advertising will need time for action shots, introductions and summaries so the maximum amount of time will possibly be required.

ABOVE is a cleaning product similar to mine and as you can see the length is a second over 30, so you can see that the 30 second rule does actually apply.

radio advertisement research

Radio advertisements are a hard genre to analyse as they are simply just sound. On the one hand it’s quite easy as I will not have to include such elements as camera angles and framing but on the other, for a genre so minimalistic, it’s going to be quite tough to get my message across for my advert in the space of, probably 30 seconds. So within this radio advertisement there’s going to have to be sharp, concise and straight to the point dialogue so that the product is sold properly and simply to the listener.

During my research i found out about the different types of advertisements. 

They were:  

• live reads- live read refers to when a DJ reads an advertiser’s spot on the air- An example of this would be when a music DJ recommends an Album and plugs its release date

• produced spots- This is when an advertising agency will actually pay the radio station to give their product a mention; usually these adverts come with jingles and sound effects.

My advertisement will definitely be more of a produced spot radio advertisement as it's not possible to get a DJ to read it for me and getting someone to play a DJ just wouldn't work.  

mise en scene in relation to advertising

 Mise En Scene basically means everything in the scene. This includes the 6 key mise en scene elements which are:

• setting/location
• props
• costume/hair/makeup
• facial expressions
• lighting and colour
• positioning

These elements will be key for me to be able to get my message to the viewers as to what my advertisement is about.

SETTING/LOCATION AND PROPS- The setting and location will be integral for me and my advertisement because these things alone can determine what the viewer will think of your advertisement. For instance if the setting of a surface cleaning product was shot in a field outside, the viewer would be left confused and the advertisement would be wasted on that person.

COSTUME/HAIR/MAKEUP- these are very important because these things can help show personality, status and job which sometimes can reflect a certain theme within an advertisement. If someone was to do a chocolate advert and were trying to make the chocolate look seductive as possible, then they might have the person eating the chocolate looking seductive and attractive to reflect the idea of the chocolate bar being attractive.

FACIAL EXPRESSIONS/BODY LANGUAGE- What is so important about these features is that the facial expressions and body language can portray and reflect the theme of an advert and can more simply just show the feeling or emotion of the character. An example of this would be a person eating a chocolate bar in an advert and smiling, showing that the chocolate bar is tasty and that the theme of the advertisement is a happy one.

LIGHTING AND COLOUR-  We have two types of lighting:

LOW KEY- This is created by key and back lighting and it also produces sharp contrasts. Could be used in  a horror style advertisement as it's this sort of lighting which is associated with silhouettes, shadows and so on.


HIGH KEY- For this more filler lighters are used and more natural lighting too. Usually when a set has a high key kind of lighting it will be bright and chirpy. Most advertisements will use this lighting because is bright and more recognisable than low key lighting which is much more associated with horror films.

COLOUR- When colours are used in advertisements they're usually used to indicate a theme of say happiness or saddness. For instance black will be used in dark mysterious advertisement and red or pink will be used in love/romatic themed adverts. This is what we call CONOTATION COLOURING.
The other type of colouring is the DENOTATION when things are taken more literally. I t will basically be the most direct and specific meaning of an object. So basically if we were to see a wedding ring it woul just be a metal ring in accordance to dentative colouring but for connotation it would mean marriage and love and so on.

POSITIONING- Basically the positioning of a peson or object can highlight importance of the thing in question. So if two people were positioned close to eachother it would mean that they're in some sort of loving relationship because they're to be seen as close literally and metaphoriacally.

helpful link- tellyads.com

http://www.tellyads.com/sub_index.php?alpha=B
This website will help with the research I need to do in order to find my product idea.

cilit bang piece

This advertisement for Cilit Bang has many typical aspects for its format. Advertisements for cleaning products always follow the same sort of pattern and format. There's usually someone talking about the product be it a voice over or someone speaking to the camera, but they always talk about what the product is and what it does. In this advert Barry Scott is the loud "shouty" man who screams at us about Cilit Bang. This rather loud style is just to get the viewers attention as it pricks the ears up to say the least. So usually as the protagonist gets to the 'what it does' part, we see action shots of the product doing simply what it does. In this case we see the Cilit Bang in action cleaning things and doing its job. Action jobs are phenomenally important in cleaning product adverts because what the product does and how well it cleans will be the feature of which will sell the product to the customer. So during these action shots we have Barry Scotts voice over all loud and annoying basically keeping the viewers attention and making sure they know what this product is about. The whole advert is practically demonstrations to show the cleaning product in action. The advertisement ends wit the slogan "bang and the dirt is gone", leaving the viewer with the slogan helps for the viewer to remember and summerise the advert and the products quick cleaning effectiveness with the onomatopoeic word "BANG".   

Cadbury's Gorilla Advert camera-work analyzed

My first viewing of this Cadburys advert left me bewildered as to what the heck it was all about. At first i thought it was just a really surreal advert produced and presented by Cadburys simply because they could, being the big, powerful corporation they are, but post analysis has changed my mind and has opened my eyes to the clever advertising they've implied. 

So first i analysed the camera work.

The first shot is an EXTREME CLOSE-UP of a purple background with a line reading "A glass and a half full production". This immediately implies that this is a Cadburys advert as within this sentence is the famous icon of the two glasses pouring milk and also the background is coated with the symbolic Cadburys colour of purple.
The camera then PANS across to show this again EXTREME CLOSE-UP of what looks like some sort of animal. This is when the advertisement starts to engage its audience. Anticipation is built as people will want to know what this thing is therefore pulling in the audience. I might also add that at the same time the Phill Collins song is building up as well, with people again probably anticipating the drums of which blast into what is thought to be a quite relaxing song. So, so far we've plenty of different features building anticipation for the viewer with the EXTREME CLOSE-UPS not giving much away and the music building. Also, during this EXTREME CLOSE-UP the animal takes a deep breath in through its nostrils, replicating the breath you take in when you come in contact with the delicious chocolate bar.

The next scene is important as it finally cuts to a CLOSE UP to confirm that it's a... Gorilla. With one of the questions answered as to what this thing is, the next one is what is it actually doing. The camera then ZOOMS out to reveal it's playing the drums. This comes as a shock to the viewer and implements  that surprise factor of which makes this advert memorable and effective. The camera then ZOOMS out to a long shot to get a better perspective of whats going on reflecting the thought process of the viewer as they need a better look at what's actually happening.

The camera work works really well in building anticipation for the viewer and unleashing a surprise which is the gorilla playing the drums. The anticipation is actually the most important part of this ad, as it's reflecting the anticipation of a person opening a Cadburys bar and climaxing with the consumption of the chocolate. the camera work usually reflects themes within the advertisement itself and is instrumental in the direction of where the advert is going.

The sound is quite important for this advert. What the Phil Collins song does is that it helps build that sense of anticipation and excitement. The song which is a SOUND BRIDGE, bridges the whole advert together causing intense build up to the drum beat which is the climax and satisfactory part of the song. The sound and the camerawork both go hand in hand as they both mirror each other in terms of their intentions to create anticipation and tension.

The editing is all basically STRAIGHT CUTS. The STRAIGHT CUTS are used to get from one place to another quickly. It needs to be done quickly because as an advertisement it cant be that long as it will lose the interest of the viewer.

Editing

Like the camera angles, editing is used to connect the audience with the emotion and theme of the subject in matter. In my case this will be an advertisement and just like a film, the editing will command the thought process of the viewer whilst they watch. Advertisements use editing to basically sell their product and this is what I aim to do effectively. With good, well researched edits implied into my advertisement, the overall selling point of the product in hand will be emphasized, thus achieving its objective as a successfull advertisement.
Here are the edits of which I've studied:

Straight cut: Commonly used to cut from subject to subject


Fade (up and down or frfom black to white): Fades indicate that the end of the film is coming  or it's going to a different setting or location.

Graphic match: taking two similar objects and dissolving one into the other. 

Dissolve: This is a way of transporting us as the viewer to a different time/setting. This can also be called a temporal edit as it changes time. It's also easier to get from oneplace to another this way as you dont need to use complicated camera techniques and edits.

Jump cut: supposed to mirror and reflect feelings and state of mind. It's not particularly the smoothest editing and because of this is used sparingly. 

Continual editing: helps us with the fluidity of a film as it makes the narrative more continuous and smooth.


Cross-cutting: This is when it cuts from one scene to another emphasizing differentperspectives from the different people in the different settings.

sound

Diegetic- This is sound of which we can hear and recognize coming from the scene of action. some examples of diegetic sounds are:

• talking
• music (a band, CD player)

basically any sound of which actuallt happens in the action of the film.




Non-diegetic- this is sound of which we hear but is heard outside of the film and action. This includes:

• music
• voice overs

These two things are non-diegetic because they're not involve and wouldn't be heard by the characters in the film.



sound bridge- links up scenes by playing music over them. This can be music or voice overs.



parallel sound- this is sound which keeps in with the tone of the action.



contrapuntal sound- sound that contrasts against whats going on in the film.

camera shots: what they can do

For my advertisement, I'm going to have to be able to use a camera properly to produce the best i can and help the advertisement to show how and what it's advertising. Through the usage of camera shots and angles you can cleverly direct and control how the viewer thinks and reflects on what they've watched. For instance, if i filmed someone from an ariel view (ariel shot)and they were by themselves on a street or road, the viewer would accommodate this shot with isolation and loneliness because the small insignificant human would contrast deeply with the large empty landscape. So camera shots and angles are highly important in setting the mood and atmosphere of the film/advertisement and I find the subtlety of how its done important too.

In lesson we researched how camera angles and framing showed the emotion of the characters in the film "Hunger". The film of which is about an Irish political prisoner who starves himself in protest of the English settlement in Northern Ireland. The scene of which we analysed was an emotional meeting between Bobby (the starving prisoner) and his mother. This is what we found out from it:

The OVER THE SHOULDER SHOT from behind Bobby's mother gave us an almost point of view shot and helped us realise how she's distraughtly looking at her dying, pain ridden son. The over the shoulder shot is similar to the point of view shot as it gives us an insight into what the characters looking at and from this we can gain information on the emotions and actions portrayed.

The CLOSE-UP SHOT of Bobby shows the state he's in. from this shot we can see his pain and how the starvation is taking effect. Close-up shots usually give us a detailed view of a characters emotions and feelings and this shot in the film does just that.

The FOCUS-PULL that focuses on the mother first then Bobby, shows us the relationship and emphasizes the emotions of which are being felt. By pulling from the mothers face to Bobbies, it gives us the viewer the idea she's looking sorrowfully at her son as we see her emotions first and then her son of whom they are directed at. Focus pull does this often and is similar to a two-shot in that it shows emotions between to humans to create contrast and emphasize the state of the atmosphere.

The EXTREME CLOSE-UP SHOT simply emphasizes his illness and well being. The extreme close-up often gives extra detail and implications into how the character/object is.

The POINT OF VIEW SHOT from Bobby's perspective shows his state of mind and illness. During this shot he's looking at the ceiling and him/the camera pans downwards from the ceiling to his mother. Point of view shots usually emphasize how the characters feeling or sometimes simply what they're looking at.

The FADES and BLURS give the effect of his illness. Fading and blurriness for humans is usually a sign of bad health and illness and this is exactly what it's illustrating. Blurs and fades are usually used for point of view shots of a character or cutting from one scene to another.

camera shots

Establishing shot- shows the audience the place of which the film is being shot.

Very wide shot- shows a person in context with their surroundings. Similar to establishing shot.

Mid-shot -shows a person from the waist up. This can be used to show a persons hand movements and actions

Medium close-up- shows facial expressions without getting to close

Close-up- shows detail and can be used to emphasize a person’s emotional state. It can also be interpreted differently as in it doesn’t just show emotions.

Extreme close-up- can be used to reveal a persons emotions and intentions. Extreme close ups are usually of the eyes and show intense detail into the characters eyes. Like close ups, this camera shot can be used on inanimate objects to foreshadow events.

Point of view- This is used to show the action from a person’s perspective. Camera replicates the person’s 

eyes.

Long shot- shows subject or human figure in relation to the setting

Crane shot- can show subject isolation.

Ariel shot- gives us a shot from very high up, usually taken from a helicopter. If an ariel shot is of a single person it can show isolation.

Low angle shot- this shot is often used in confrontation scenes to show which person holds more power.

High angle shot- sometimes used in confrontation, again to emphasize who has the power. This angle is usually used to survey what’s below.

Eye level angle- one of the most commonly used shots as it shows the action from the viewers’ perspective.

Canted angle- camera is tilted to express an emotion or to set a scene. Sometimes it’s used to express illness or awkwardness. This effect is used sparingly because if it’s used a lot it loses its effect.

Two-shot- this shot encompasses the relationship between two people by going from one person to another. It helps to emphasize the emotion in the relationship.

Cut-in- can be used purely as an edit point or to emphasize emotion.