First draft of evaluation about BUZZ logo

First draft of evaluation about VIP logo

First draft of evaluation about LOCK logo

My Ident

Advertisement presentation

Advert Evaluation

Advertisement Mind Maps

These are the three mind map ideas I drew out before making my decision on which one to choose for my advert.

Advertising Styles and Techniques

Production Research

The production research I carried out included: a mind map of three advertisement ideas. I presented all three to my client and after we decided on the best one that I should film.  I also had to draw out a storyboard for each idea and then create an animatic in order to get a rough idea of how it would look and sound on screen. I also had to decide on props, costumes, actors and their roles within the advert. I wanted to choose someone who was within the age of the target market, whilst ensuring they were wearing a costume that the targeted viewers could relate to. A risk assessment was important also, as it meant I could calculate and prevent the risks that could occur whilst filming my advertisement. 

My treatment, location visit sheet and shooting schedule that I also had to create in order was to show what I am creating, where I have been to shoot and at what dates or times I will do so. This helped me to know exactly where, when and how I was going to shoot and edit everything, and to keep me organised throughout. Finally, I had to research into how much everything would cost. I had to think about the hiring of a camera, a tripod and the software I would need to edit the video. I researched into many different websites and decided to hire a Canon camera and a Monopod. The camera cost £64 for the day whilst the Monopod cost only £3.67. I wanted to use Adobe Premiere Pro for the editing of my advert, as I know I am familiar with this type of software and know how to use it. However, if I wanted to use it I would have to sign up to a monthly subscription of an Adobe ‘Single App’ package. This would work out to cost me £17.15 for the month.

My final draft of my anti-bullying advertisement

This is the final draft of my advertisement on cyber-bullying.

Findings from my focus group

After I had finished, and published, my advertisement on cyber-bulliyng I got a group of people to watch it and give me feedback from the questions I had asked. I made sure that everyone in the focus group was within my target audience, as I thought this would enable me to receive the best type of/ most accurate feedback. The general thought of the advertisement was that it was good to the extent that they could see some people being able to relate to the situation occurring throughout the video. Also, they believed that including the positive situation at the end was important to include because it shows that “these things can be stopped and if you’re being cyber-bullied then there’s hope to be happy again”.  However, they did say I could have filmed several different people of various ages and different genders; and then keep cutting through their individual problem throughout the clip.  I agree with this bit of feedback to the extent that it could have made the advertisement more appealing to use both genders and different ages within my target audience. Another improvement that I received was that cyber-bulling isnt just on the computer. Therefore, I could included other devices within the advert as some people are bullied through other sources and might not be able to relate to the circumstance in my advert.

My focus group for my advertisement

This is my foucs group that I conducted after I had finished my cyber-bullying advertisement.

Advertisement focus group questions

1. What do you think was good about my focus group?
2. What do you think needs improving?
3. Did you think that the storyline could relate to the audience I am targeting (13-18 year olds)? Why?
4. Do you think my advert is affective to the topic I am addressing (cyber-bullying)? Why?

Audience Research

Voxpop notes

What do you think is the most important thing to stay safe online is?
When asked this questions, the same kind of answers kept on coming up. They think that; you shouldnt talk to someone you don't know on the internet and that  you shouldn't give your personal details/bank details to any company or person unless you know they're trusted or you have used thier serrvice/product before.

What platform do you normally watch things on? e.g. TV, mobile, computer etc.
Even though there is currently a lot more ways of watching TV programmes and movies, the main answer was that they watch thiers on Television; rather than a tablet, thier mobile or a computer. This tells me that airing my advert on TV would be the best option.

What channels do you watch and what's the reason you like them?
With this question, there was  lot more variety in the answers. ComedyCentral, ITV, MTV and Nickelodeon all came up however, Channel 4 was the most popular channel. They answered, "Because it has a variety of programmes that I like, not just one, so I tend to find myself watching this channel the most".

On average, what time do you watch your programmes?
Each of these answers had a particular time slot that was very similar to eachothers. They all tend to wach thier programmes at night after they finish college or work, as this is when they can relax and have time to themselves. All answers given tended to be after 7PM, and up to 11PM.

What is your favourite genre of music, and why?
The most popular answer for this question was RnB and Pop as most people said this. However; Jazz, Dance and Classical music also came up in some answers.

Focus group notes

When asked this questions, the same kind of answers kept on coming up. They think that; you shouldnt talk to someone you don't know on the internet and that  you shouldn't give your personal details/bank details to any company or person unless you know they're trusted or you have used thier serrvice/product before. None of them have spoken to anyone online that they didn't know and they all said they wouldn't advise anyone to do it as it can potentially be very dangerous. None of them have been cyber-bullied but they said they knew people who have been, especially throughout thier teenage years. They also said that if anyone is getting cyber-bullied then they should just log out, de-friend or block the people doing it otherwise it will continue.

Final draft of advertisement

Book research

Findings From Experimental Studies

• The arousal of emotions persuade viewers in a way that is quite different from that if argument.
   
• To stimulate emotions, communicators use characters, pictures, music, sequences of events and humour.
• Emotion does not raise viewers natural attention, but draws the viewer into the action and distract them from the advertisers intention to persuade.
• Emotion-arousing stimuli such as pictures and music are easier to recall than is factual evidence.
• The arousal of emotions, especially indirectly with a  story, generally requires more time than the communication of a message through the argument.
• Viewers could get so involved in the emotions that they may miss the central message.- Characters are most engaging if they are similar to those the audience experiences.

• Biting humour is mostly not allowed as it will cause complaints from other companies.
• Resonance is a form of humour that probably occurs more often in advertising than in literature.
• Humour must be painless

Online research

The Psychology of Advertising

- When filming, I should keep in mind that in order for it be affective I should appeal to three innate emotions: love, fear and rage.

- Harry Hollingworth believed that advertising had to accomplish four specific things:
1. Attract a consumers attention  
2. Focus the attention onto the message    
3. Make the consumers remember the message 

4. Cause the consumer to take the desired action (this determines the effectiveness of an advertisement)

Creating Online Ads We Want to Watch

What I learnt from reading this article:

- Just because an ad reachers a viewers computer screen does not guarantee that the viewer is actually watching it.

- Adverts can now be skipped now because of the fast-forward button. Therefore, it may not always reach the viewer.

- Its not hard for the viewer to simply just turn away, open another browser window or even just chat to somebody when an advert is on.

- Key to success in grabbing and holding the attention of viewers lies in evoking a carefully timed mixture of surprise and joy.

- When watching ads, there are 2 types of basic eye movement: one is fixation, and the other is where the eye is moving from one potion to the next.

- People attention pattern is different depending on there emotion they are feeling.

- The more attentive the viewers are, the less likely they are to skip the ad.

- Capturing the audiences attention is what sells.

presentation note subjects

Brief - I was required to plan, shoot and edit a social messaging campaign advertisement.

Audience research -

Voxpop - I filmed people in my target audience (13-18 years old)
Focus group - I filmed a focus group of my target audience (13-18 years old)
Questionnaires - Created a questionnaire given out 20 times to males and females
Questionnaire results……

Market research -
Advertisemt placement - a channels website, genre of music, target audience and the most popular programmes on the channel etc. BARB
competitor analysis - cyber bullying websites and their layout, colour, pictures, info, games etc.
existing products - existing bullying adverts and analysing them e.g. style and affect etc.

Production research -
mind map of 3 ideas - picked best one
story board of each idea - see what looks best
3 animatics - using adobe premier, see what it looks like on screen with sound etc.
treatment
prop and costume decisions
actors roles
risk assessment
casting decisions
location visit
shooting schedule
budget research - camera, tripod, software, staff cost for hire

Presentation of my research

Challenge: Present your research findings.

• Summarise all of your research.
• Use presentation software and note cards to present your findings.

Literacy: Speaking clearly, using visual aids.

Extra Challenge: Your PowerPoint will be extensive and give visual aid to what you are talking  about.

You need to present your client with all of the research you have done in preparation for your advertisement. 

What to do:

• Re-read all your research and the summaries.
• Create a presentation that covers the research method you used and your findings for each of the different areas (Audience, Market, Production research)
• Create note cards which summarise your key points.
• You need to reference all your research properly and use quotes.
• Make sure you discuss how you research has helped you to develop an idea for your advertisement.
• Explain the basic idea for the advertisement.
• Deliver your presentation to the client.

My logo for my advertisment

This is the logo I designed for 'Stay Connected Stay Safe'. I included this picture at the end of my advertisement, that was aimed to help people that have been/are cyber-bullied. 

First Draft of Anti-Bullying Advert

This is the first draft of my Anti-bullying advertisement

My advert so far

This is what I have shot and edited so far of my anti-bullying advertisement video.

Rushes log

Rushes Log

Location visit sheet

Location Visit Sheet

Shooting Schedule

Shooting Schedule

Risk assessment

Risk Assessment

Casting decisions

In my cyber-bullying advert, I will only need one actor. They will be used for a shot where the person being bullied, is looking at the computer and logging into the social networking site. The other shots that I will need the actor for is the close-ups of their different emotions e.g. hand clenched, sad mouth, happy mouth, a thumbs up gesture etc. The person who I will be using throughout the filming of my advert is, Kenny Oliver.

My Music Video Documentary

Treatment for advert

Treatment - Advert

My Chosen Advert Animatic

Props and Costume list for advertisement

Props and Costume List - Advert

Advert cost findings

Before filming, I have to work out prices for the various things I need to start my advertisement. Things like: equipment, actors, the location and the editing software needed are all something that I have researched into.

Camera/Tripod Hire: HireCamere.com / DVCameraHire.co.uk

Location Hire: I am going to be filming the advert in a home and wont be needing any specififc location that will cost money.

Talent/Crew hire: Bluefintv.com / Londonvideocamerahire.co.uk

Editing software: I will be using Adobe Premiere Pro for the software used to edit the advert. In order top use this I will need to pay a monthly fee to Adobe Creative Cloud. The monthly plan that includes the software that I need costs, £17.15 per month.