P3 (a) Ideas

Moodboard

The screenshot above shows a release form that one of the actors signed to say it was fine for them to be on camera. 

Copyright

Copyright is a legal right created by the law of a country, that grants the creator of an original work exclusive rights to its use and distribution, usually for a limited time, with the intention of enabling the creator to receive compensation for their intellectual effort. The exclusive rights are however not absolute, and do not give the creator total control of their works because they are limited by limitations and expectations of the copyright law. 

Treatment

The caption 'sharpen up'.    refresh yourself

1 minute advert.

Our target audience is mainly towards teenagers who would find these sort of advert humours. We did this because if a teenager found our advert humours they would share this with their group of friends and this would continue (word of month). Also our target audience is to anyone who has an access to TV or a laptop where they would use video websites such as youtube.

With the 3 games below that I have described I will be filming all 3 of the games and making them into one advert as they only short sequences to make one humours advert for my target audience.    

Game 1

The use of the prank game spoons. What will happen? - First two people will put spoons in their mouths with a third person sitting behind a person that is playing the game and the prank is as a person looks like they are about hit them in the head with the spoons with the spoons in his mouth, the third person hits the person hard with the spatular hard without the person that is getting his knowing.

Game 2

The prank starts with two guys just having an arm wrestle. One guys wins. The winner is then challenged by an third guy who is in the room. The third person walks over and asked to play. The winner says yes but person three says you have to play it like this with your own fists facing each other where person 1 the winner pushes up towards himself and person three pushes down. After a while person three releases his hand and this means the person 1 hits himself in the face.


Game 3

There are four people sitting on a chair each. Person 1 and 2 is playing on a consult. Person 3 walks in and ask person 4 to put his hand close to his face person 4 does this but it was not close enough and he put it on the side of his face, so person 3 says no like this and then person 4 hits person 3 hand in to his own face.

How the game works:

Idea 2: The idea is a shot of 3 different sports being played and a close up side to the physical and metal challenge of playing sport. The sports are boxing, rugby and football. Behind the idea is for each sport is to show each sport with someone involved in the activities then after playing the sport they go and drink the bottle of sofiz. The camera zooms in to the bottle then zooms out in a different location. This will happen inbetween the actors playing the sports.

The first shot will be the astro turf with the camera rising from the floor to looking on the hockey session where in which a drill is happening with defenders and attackers doing a drill of 2vs1 then on to go against the goalkeeper. After a while a player runs over a drinks the sofiz then from this the next lot of shots will show people grabbing the bottle from different locations and drinking the sofiz. 

When the shot changes location there will be a clock sound effect. After the 2vs1 there will be various shots like I have said above with the different sports. The last shot is of the first of the group of people doing hockey drills 2vs1 but the camera going back down to the ground, then text come up on the screen 'Sofiz - Refresh yourself'.

P3 (b) Preproduction materials

The images above shows our storyboard to our advertising campaign that we are going to film.



Script

Game 1

Actor 1: Hey, do you want to play a game?
Actor 2: Ok, whats it called?
Actor 1: The spatular game
Actor 2: What do you have to do?

Actor 1: Basically all you have to is put the spatular in your mouth and hit the person in the head as the person you are hitting has their head looking down so that the person with the specular in their month can hit their head easier.
Actor 2: Okay, sounds fair enough. 

Actor 1: Okay, hear is your spatular.
Actor 2: Okay. 

Meanwhile there will be a third actor sitting behind actor 1 who hits actor 1 harder than actor 1 can actor 2, however actor 1 doesn't know what is going on. This is repeated a couple of times, then 'sharpen up' with a picture will come across the screen.


Script

Game 2

Person 1 and 2 are arm wrestling. Person 1 wins so person 3 challenges person 1 to an arm wrestle.

Person 1: Hey lets play?
Person 3: Okay sure
Person 1: No No No, you play it this way, you pull you hand to yourself and I pull it down
Person 3: Okay

Script

Game 3

Person 3: Hey man did you know that people that have hands bigger than there face are more likely to go bald?
Person 4: Really that doesn't sound right?
Person 3: No you put your hand like this.

P3 (c) Production Plan/timescales/budget

10/11/14: Started project with my individual research in to commercials. To get an idea of what people watch and what grabs the interest of what people watch.

17/11/14: We chose to make prank adverts as this advert is towards people of a young age who play sport, so showing a prank video would make it interesting to them. Also if it is an interesting video to them they will let their friends know, then the brand name spreads.  We also chose this as we knew we had the time in and out of class hours to do the filming in the school grounds without seeking further permission.

24/11/14: Start of ideas for the advert.

5/12/14: Planning the ideas for the advert

10/12/14: Begin the editing of the film.

Budget

I will look to keep my costs within a budget of £4,000. I will to keep it to this margin because I feel that this is enough to have a complete campaign on TV. Therefore I will have to work within this budget and make the campaign a success at the same time.

Contingency Plan

Our contingency plan if anything goes wrong like the use of the equipment or the actors not being available. We will change the date of the filming, this will be easy for as our location will not need to change as it is easy to access for us.

P3 (d) Risk Assessment & Reece

The screenshot above shows the risks that my occur whilst filming the various shots. It also shows the amount of risk from low to high the risks presents and when they are looked are how the risk level changes.

The screenshot above shows my recce sheet, which I made because it will give an overview of what I need and what I need to make sure of when filming.

These are the locations shots of the Kent College schools premise that we will use to shot our advert. I will shot the shots on the astro turf and the cricket pitch as the advert is a sporty and active advert. It makes it a great location for me shot my advert.

P2 (a,b,c) Proposal for an audio-visual advertising campaign

Soda  - purity  - flavours ( Lemon, Lime,  Vanilla, berry, orange)

Name: Sofiz   

Refresh yourself 

The product will be a plastic bottle with a colour image around the bottle depending on what flavour the bottle is. The idea is for the label to stand out to the customer with the bright colours and from this the brand with appeal to the customers, with the drink made to refresh the customer. 

We will be looking to market this product into the mass market region as the possibilities for this product are endless. 

Sofiz is aimed at people that want a refreshing drink with various flavours the product can become popular from the brand name.  

The campaign message for this advert is that this drink is made for people that take part in physical activity and what a refreshing flavoured drink. 

Aims and Objectives 

Our overall aim for this product is to create a new trend in the flavoured drink market. 

Objective 1: Making a new product and surviving in the market

Objective 2: Creating a trend 

Objective 3: Making an successful advert that it attracts sales

Target audience 

The target audience for the drink, is for people who have a lifestyle where they are open to the idea of new products or need the use of a drink due to physical activities. The message that we are trying to get across to the audience is that Sofiz is a new refreshing drink with a range of flavours. 

In marketing and advertising, a target audience is a specific group of people within the target market at which a product or the marketing message of a product is aimed at. A target market is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise. A well-defined target market is the first element to a marketing strategy.

USP - unique selling point - is a marketing concept first proposed as a theory to explain a pattern in successful advertising campaigns of the early 1940s. 

Unique selling point 

The unique selling point of the product is the fact that the drink can give you a refreshing feeling. 

Budget 

I will set myself a budget of £4000 as this is a realistic budget for an advertisement campaign. 

Campaign message


The campaign message is trying to get the message across that this drink is refreshing and I have don this by using sport, when someone is tired and need refreshing mid way through sport and they need a drinks break.   

Bottle size: average size bottle - 500 ml

Simple twist cap

No indents in to the plastic bottle, but will have cover as branding, that wraps around the whole of the bottle.

Product advertised

The reason in which we are advertising the launch of this new product is to increase sales and increase the brand awareness. 

Brand awareness is the extent to which a  is brand recognized by potential customers, and is correctly associated with a particular product. Expressed usually as a percentage of the target market, brand awareness is the primary goal of advertising in the early months or years of a products introduction.

Campaign schedule    

The campaign schedule is key for the product to be a success as their needs to be a focus on the key dates of the launch of the product and this needs to link to the date of the release of the product, weather the mass market sees the product first or the product gets advertised first and says the release date on the commercial.

Copyright

Copyright is a legal right created by the law of a country, that grants the creator of an original work exclusive rights to its use and distribution, usually for a limited time, with the intention of enabling the creator to receive compensation for their intellectual effort. 

ASA (Advertising Standreds Authority)  

The screenshot above shows that what ASA do. The purpose of ASA is to prevent any problems that arise of an owner when they start the process of advertising, meaning ASA is their to give advice if someone makes a complaint about your ad and then counter that complaint against that competitor but ASA is an legal obligation to make sure that company and its name are protected.  



The UK Advertising Codes lay down rules for advertisers, agencies and media owners to follow. They include general rules that state advertising must be responsible, must not mislead, or offend and specific rules that cover advertising to children and ads for specific sectors like alcohol, gambling, motoring, health and financial products.

This will have an affect on my advertisement campaign as I have created an advert that will be on TV therefore all the rules and regulations will have to be taken in to consideration when looking to create the advertising campaign. 

P1 (a-h) Evaluate an existing advertising campaign

Representation

An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication. Advertising campaigns appear in different media across a specific time frame of frequent flyers points.

The critical part of making an advertising campaign is determining a campaign theme as it sets the tone for the individual advertisements and other forms of marketing communications that will be used. The campaign theme is the central message that will be communicated in the promotional activities.

From the screenshot above you can see that it shows a objective of a coca cola bottle at the end of the commercial, this is shown all the way through ceremonial as this is what they are trying to sell to the audience.

This commercial is set to have an Arctic feel to it with an ice cave and ice and snow throughout the commercial but is made by the use of animation.

In the commercial are polar bears and the purpose is to reference where the setting is.

The objects that are shown in the are square shaped piece of ice which is to represent a TV, also the ice is used to make an animated cave plus the flooring is made of ice where the polar bear slips and slides. There is use of snow which has a purpose of making a sofa for the polar bears to sit to watch the TV, also has a use for where the coca cola bottles are and where the polar bear which is slipping and sliding trips up on.

At the start of the commercial of the it has two polar bears in the shot, one with a grey scarf on and the other with a red scarf on. They are sitting on what looks like a sofa to them that is made out of snow and they are looking at a bright like which is made to look like a TV. Then the polar bear in the grey scarp gets up touches his head then looks across to the other polar bears across the ice. They look back and one throws a bottle of coke in the air across the ice. The polar bear in the grey scarp reaches for it and starts in juggle it as he loses balance on ice and starts to slip and slide across to where the group of polar bears are. Then the group of polar bears come across to try and stop him but the momentum nocked the polar bears out of the way and the polar bear trying to catch the coca cola bottle while is trying to do this as he is nocked everyone out of the way. Whilst this is going on the polar bear that is trying to get the coca cola bottle, the polar bear trips over patch of snow that is on the ice, hits a polar bear then land but still juggling the bottle. After this he gets up looks back to the polar bear with the red scarf on, where the polar bear is applauding the polar bear in the grey scarf. 

An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication. Advertising campaigns appear in different media across a specific time frame of frequent flyers points.

The critical part of making an advertising campaign is determining a campaign theme as it sets the tone for the individual advertisements and other forms of marketing communications that will be used. The campaign theme is the central message that will be communicated in the promotional activities.

Analyse the purpose of the commercial

The target audience in the commercial is to people who drink coca cola, I know this because in the commercials coca cola is the purpose of what they are trying to sell. Due to their being polar bears in the commercial, it could appeal to people who have an interest in wildlife. Also people that watch TV on a regular occurrence will see this commercial as an advert on TV or on a channel where I found the commercial, channels like Youtube.  

The creator wants the target audience to believe that coca cola is very pressures and that it should be looked after with great care, whatever is in the way. 

Analyse the techniques by the commercials creator

The whole commercial is made by the use of effects as you can see in the screenshots above. You can see this with the polar bears and the setting of the advert. Also the use of a bright light with sound effects to represent a TV and snow to show snow and an object in which the polar bear trips up on. 

The sound effects that they use in the commercial are to give the effect of the TV and another sound effects like the slipping and the sliding of the polar bear on the ice, to bring out the effect of what the polar bear is doing. Another sound effect is the coca cola sound effect that you hear at the end of the advert to show that the advert is made by and for coca cola.   

The commercial is trying to sell coca cola as you can see from the screenshots, they show signs of and the use of coca cola in the commercial. They do this to sell their product to their target audience. 

This commercial is set in various placing jumping from place to place in areas in America. 

In the commercial their is a vast amount of people at all different age ranges and with different backgrounds as well. Looking at the setting, relates to the person are people look like and act. 

At the start of the commercial the main object that appears is a lot of surrounding trees. Then going through the commercial there is the use of a cars, surf boards, tap dancing shoes, tent, swimming pool, skating ring and ends with mountains.

At the start of the commercial is it a view of the trees as you can see from the screenshot above. Then the next shot is a view of a cinema, where there are two young girls watching a movie and the view of someone holding a coke bottle. After this it goes to a shot of a girl blowing some dust, to a woman drinking a bottle of coke in a car. Then a shot of three people surfing in the sea. After this it goes on to a shot of a group tap dancing, after this it goes on to a shot of two girls looking out the back of a car. Ten on to a picture of a young boy in a tent, following quickly is a shot of a family in an restaurant eating. Then a shot of two men looking out of the window are the cars at night. After this there is a shot of three people getting food on the street at night, following this is a shot of a dad and his son swimming under water, carrying on the next shot is of three people reaching for coca cola lids under water. Then there is a shot of two men skating at a skating ring. After this there is a shot of a young girl dancing. After the shot there are two men on a roof top with one drinking a bottle of coke. Finally a shot of two children running with mountains in the background. 

Analysis the purpose of the commercial 

The target audience in the commercial is to people who drink coca cola, I know this because in the commercials coca cola is the purpose of what they are trying to sell. The commercial is targeting americans as this is the setting of the commercial. Also people that watch TV on a regular bases will see this advert and like how I found this commercial which was on a channel, Youtube.


The message of the commercial to show parts of American in which people see as beautiful and this links to coca cola because they show glimpses of the coca cola bottle to show that it is nice to see and have a huge range places that an American person might see on a regular bases. 

Analyse the techniques used by the commercial's creators 

The visual effects that the creator uses is the mood of the people that are acting in the commercial, they are always smiling and in a good mood, also the use of all the various locations that are used and the quickness of the shots, looking like a montage, going from one place to another to keep the view interested and by doing this the viewer gets more information about the commercial is trying to sell. 

The sound effects that they use in the commercial is a combination of a few words but repeated in different languages and the creator did this to emphasis what is going on in the shot. As they are showing America and all the other cultures who have came in to America. 

regulatory bodies

This screenshot shows what ASA cover for a business that need protection. 

Legal and Ethical Issues 

The advertising industry operates within strict federal regulations and is monitored by the Federal Trade Commission. Even with truth-in-advertising laws in place, advertisers have significant leeway to violate the ethical standards of a wide range of consumers. Advertisers have to be especially careful to act ethically at all times, taking extra care when advertising to children, advertising potentially harmful products and using psychological tactics to stimulate demand. Having a list of ethical and legal issues at hand when creating advertisements can help you to craft legal, responsible ad messages.

Method

1 Understanding: We’ll be an authority on advertising and active on issues that cause societal concern.  We’ll be open to calls for regulatory change, acting purposefully and in a timely fashion, while being fair and balanced in our assessment of the evidence and arguments

2 Support: We’ll provide support to advertisers to help them create responsible ads. We’ll increase, improve and better target our advice and training so every business has access to the information and support it needs

3 Impact: We’ll spend more time on matters that make the biggest difference. Focussing on our existing remit, we’ll spend less time tackling ads that cause little detriment to consumers or on the vulnerable. But, where a complaint indicates that the rules have been broken, we will always do something

4 Proactive: We’ll be proactive and work with others. We’ll use a wide range of information to identify and tackle problems to make sure ads are responsible, even if we haven’t officially received a complaint.

5 Awareness: We’ll increase awareness of the ASA and CAP. We will make sure that the public, civil society and the industry know who we are and what we can do, so they can engage with us when they need to, and have confidence in our work. 

These 5 points show the method in which ASA protect and look after customers when it comes to there business. 

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