Monday, 31 October 2011
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
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
Sunday, 30 October 2011
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.
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.
Friday, 28 October 2011
Thursday, 20 October 2011
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.
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.
Wednesday, 19 October 2011
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.
Tuesday, 18 October 2011
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.
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.
Thursday, 13 October 2011
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.
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.
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.
Wednesday, 12 October 2011
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.
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.
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.
Tuesday, 11 October 2011
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.
Thursday, 6 October 2011
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 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.
- setting/location
- props
- costume/hair/makeup
- facial expressions
- lighting and colour
- positioning
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.
This website will help with the research I need to do in order to find my product idea.
Tuesday, 4 October 2011
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".
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