Script

This is the debut album by Charlie macarthur

This is gonna take you to the ends brudda , brup brup

Featuring tracks such as shaolin killer and the matrix

Available on itunes beatport and HMV

L01: The Purpose Of Advertising

Advertising has existed in different forms for hundreds of years , the basic idea is for somebody to get their product seen by potential customers and the more people see it the more likely they are to generate more buisness.

This can be done through flyers , posters , phone apps , TV adverts , radio adverts and any other form of media thats present in todays society. The quality of somebodies advertising campaign will massively the response from potential customers , nobodies going to watch an advert that they find boring and then go out and buy their product.

Keeping youre audience entertained is a crucial part of any succesful advertising campaign and advertisers spend millions coming up with the best latest most entertaining adverts , they have to pay actors , film crews , pay for locations , graphic designers , broadcasters and their are things to pay for.

Without advertising buisness would have to real way to grow and develop apart from word of mouth , advertising opens up new oppertunities for companies and the use of posters , flyers and other cheap forms of advertising mean that even small time buisness can use advertising to their advantage.

Advertising is something that been programmed into our daily lives , we dont even really notice it anymore but if you think about how many adverts you hear on the radio everyday , how many you watch on tv , how many billboards , posters , flyers and buisness cards you come across on a daily basis you get an idea of how important advertising really is.

Sound List

Their are three different songs in my advert and their is also a voice over below are links to the songs that are available online and the titles of the ones that arent available.

I did a remix to this song by DJ EZ

These two are tracks that I produced a long time ago

Their are massive benefits to producing my own soundtrack , I am not going to have to pay anybody for their music wont have to worry about licensing agreements and things of that nature. It basically takes something off of the list of worries.

Second Advert - With Final Soundtrack

Rough Video Edit - Archive Footage Only

 

In the end I decided that this wasn't the feel that I wanted my advert to have but it was still a step in the proccess of deciding what I wanted my advert to look and feel like.

It also contained almost 100 percent archive footage which isn't good enough for
the grade that I am looking for.

Research on target audience

Its very important when creating an advert to remember that research must be conducted to find the best possible time and place for broadcasting , their are several things to bare in mind and they are age of audience , gender of audience , where they live and what they like to do in their free time.

If this type of research is not conducted before broadcasting then the advertising campaign can potentially completely fail , if you were to show an advert for a drum and bass CD at midnight on a cooking channel you would sell a fraction of the amount you would if you showed it on channel four around nine.

Once I find out all the basic information on my target audience I can begin looking into what jobs they do and how much money they earn , which could help my with marketing and planning out the price of my product. Different jobs fall into different occupational classifications.

Here is a link to the official standard classification for the UK

http://www.ons.gov.uk/ons/guide-method/classifications/current-standard-classifications/index.html

Channel four aims alot of its programming towards young people beetween 15 and 30 , with programs such as Skins , Misfits , facejacker etc etc . . . This is the exact same demographic that I am going to be trying to sell my product to , therefore I think channel four would be the ideal place for me to broadcast my advert.

Another channel I would like to broadcast my adverts on would be E4 , alot of broadcasts are aimed at young people and I could use this to my advantage.

I would like to put my advert on inbeetween the break on a popular program that is directed almost purely at teenagers , because their the ones that the product is designed for. I would contact channel four and try and find out when the most teenagers are tuned in and what their watching.

Evaluation For Advertising

I set out to create an advert for a music album that I have produced .

My advert follows a realist narrative/stand alone form , I chose this type because after doing research into other adverts trying to sell similar products I noticed that they all follow the same patterns . .

They nearly all have a narrator who tries to push the product onto the viewer by letting them know what they think about it e.g. "The best album of the year" "The new underground sound".

The images on screen are nearly always linked to the music in some way , for example their will be footage of a women dancing in time to the soundtrack or different cuts an camera angles changing with each 4 bars of music. The images on screen can also be linked to the emotions that the soundtrack provoke for example if their are really sad songs playing the images are likely to link to that by maybe having slow extended cuts of a quiet place.

These techniques and methods are tried and tested ways of advertising and succesfully selling music so I made my advert based on the idea of the narrator to boost the viewers opinion on the product and the strong links beetween the sound and images on screen.

With the form and structure of my advert sorted I had to think about the style and approach that I wanted to go for with my advert. I wanted a surreal and dramatic effect from my advert which I think is strongly linked to the music.

I feel I achieved the surreal dramatic effect that I was looking for by using various different lighting effects and playing with different RGB filters , I also used various different editing techniques to give it a more intense in your face type feel e.g. the flashing images.

I followed a shooting script that I created , so that all of the camera shots I was looking for could definelty be captured

Shooting Script for final idea

My Advert is not going to contain any dialouge or voiceover/narration only the music that I am trying to sell.

Around 20 Seconds to allow for editing - Will use about 10 Seconds
I want the opening shot to be a long shot of Reading high street.
I want it too look as busy as possible.

Around One Minute to allow for editing - Will speed it up so will end up at about 20-30 seconds.
I'm then going to switch to a POV shot as I walk down Reading high street.

Thirty seconds of filming to allow for editing - Might Slow down the footage to break up the advert a bit.
Im going to get some tilt up shots of cars passing by in the town centre.

Around One minute to allow for editing - Will speed it up so will end up at about 20-30 seconds.
Im going to return to the POV shot as I walk down various other busy shopping areas in Henley.

Around One minute to allow for editing - Will speed it up to around 20 seconds.
Im going to try and get a High Angle Shot

LEARNING OUTCOME TWO

Market Research

Research into different agency websites

http://www.guerillavision.com/

 

Guerilla vision have made adverts for massive companies

such as "o2" and "dr.pepper".

They have a really modern and stylish approach to creating

adverts , they come up with brand new and original adverts.

http://www.thinkbox.tv/

Thinkbox are responsible for all the compare the market adverts

with the talking meerkats in.

They also did some of the mangers adverts.

Guerilla scope keep track of all the figures and ratings

for adverts in the UK , they keep track of how many views

adverts get at different times. The better the time slot the more

money companies have to pay to have their advert shown.

Location Plan

Locations for Idea One

The first idea would have to be filmed in London as its the nearest busy city , and it is also the capital of the country which adds a sort of impact to it, I want it to show the gritty underground graffiti covered side of London that most people are used to.

Here are a few examples of the type of location I am looking for with this idea.

The last photo represets my ideas better than the others

as it shows the night side of London mixed in with the

business and the buzz of activity.

Locations for Idea Two

My second idea would be filmed at my house at would require me bringing

out all of my speakers and all of my friends speakers and then putting them

together.

I want the amount of speakers to literally be ridiculous as I feel it will add to the

advert.

I want it to be set up something like this.

The top photo represents how I visulise this idea

the best.

Location for Idea Three

The location for Idea three is going to be identical to idea Two

as their really similar and both require alot of speakers and

a bedroom.

Three Ideas For My Advert

IDEA ONE



I want the background of my advert to be a city , it needs to be like POV but I want to speed up the footage so that its really faced paced and more intresting , I also want to use some sort of colour change or effect on the footage. I visulise this as the busy centre of London with hundreds of people pushing by a loads of random city sounds , I might go to oxford circus to film this.

Whilst all this fast paced background action is going on I want the main centre focus of the advert to by my CD in the middle of the screen , Spinning around and shaking. It can't be suttle so I will probably make it a really bright standing out type of colour so that it contrasts massively from the background.

                                                                       IDEA TWO

I want to start with somebody sat in a room with loads and loads of copies of my CD everywhere and a ridiculous amount of speakers , I want the actor to look like their staring in to space and they have no idea whats going on.

I want it to then cut to shots of a really busy rave with loads of lasers people and speakers ( This is basically to show whats going on in his head when he's listening to my CD)

That advert will alternate beetween the two different places throughout and the cuts beetween will get faster and faster whilst the expression on the actors face just becomes more and more vacant as the advert progresses , the rave will also become more intense.

Idea Three

I want this advert to start with an actor sat in a room listening to music , then his friends need to walk in and have a go at him for not coming out in weeks and weeks . He will then explain that its because he got a new CD that has amazed him.

His friends will sit down and try and listen to the CD with him to prove that it can't be as good as he is saying then they will find themselves in the exact same situation as him , the advert will end with them all bopping their head to the music sat around in the same way as the first actor was.

Learning Outcome One : Research In To Adverts

I want to advertise the four track music EP that I have created in my extended project class

I want a trailer that shows people the EP itself e.g. the cover

 Form - My advert will follow a realist narrative form

Style -  I want the advert to have a dramatic feel because

I need to try and make the audience believe that

this is the best CD ever

Codes and conventions - I want the CD cover to be the centre of the

screen throughout my advert , but I want to have the background

moving through London City at a really fast pace.

Im going to have to record footage of London just walking around without

pausing the camera , Il then have to put the video into premier and speed it up.

After applying some effects to the video to make it more appealing to the target audience

I will then layer the CD cover on top of the video.

Computer graphics - I also want the CD cover to move around and have

some sort of life of its own , I'm not completely sure what that will

require at this stage but I would imagine it's going to involve computer graphics.

Techniques - I'm basically trying to push an idea upon my audience and that

idea is that this is the best CD in the world and everybody should buy it.

Characteristics of products or services - I want the advert to appeal to young kids

I going to try and push the impression that its the coolest newest thing you can buy.

I also want to add something that states how much better this is than similar products

and I will probably doing this by dubbing my voice in.

Regulation

                                                  Advertising Standards Authority (ASA); Ofcom

Here are a couple of examples of adverts for CD's

1. Voice over - My Advert will not contain a voice over , because I want to try and show how good the CD is in the advert I think its better to just totally rely on the music tracks , if they dont like the tracks then they will have no intrest in the CD anyway.
2. Dubbing  - Im going to have to remove the sounds that come with the footage in London because I dont want the sounds of cars, people and buses ruining the advert. Once I remove these sounds I will be able to focus on how the music tracks are going to link to the video.
3. Jingles  - This advert will not contain any jingles , jingles would divert focus from the music tracks.
4. Music tracks - Their will be several different music tracks in the advert and they will all be mixed together into a one minute mix. The mix will contain six different tracks that I have produced myself and each one will play though for about ten seconds and them mix into the next song.
5. Special sound FX - I might include loud sirens , foghorns and crowds screaming because I think that if these sounds excite the viewer their more likely to be intrested that advert from the begging , I basically am trying to catch the viewers attention early on in the advert.

Form - The form of this advert is stand alone

Style - I think this advert has a very dramatic feel to it because

everything is dramatised because all this actress is really doing is

sitting in a chair listening to a CD yet she looks like she's having

the best time ever.

Codes and Conventions - The style of this advert is very dark yet sexy and stylish

at the same time , its the mix of the dark science looking lab and the woman who

is the main focus of the advert. The camera shot changes repeatedly throughout the advert

from medium shots to close ups showing different reactions that this woman is

having to the music.

The advert is basically saying well this sexy woman likes this

CD so if your a woman you should like this music too and if

your a man you should buy this CD because women like it ,

sex sells.

Computer graphics - The only computer graphics used in this

advert are when they show the CD cover at the end.

Characteristics of product or services - I think this advert is designed

to appeal to a younger audience , its trying to sell an album full of

dance music so its not likely to be for anybody under 13 or over 30

Regulation - Advertising Standards Authority (ASA); Ofcom

1. Voice over - Their is a voice over at the end of the advert that basically tells you what CD their trying to sell you but they have made the voice loud and very in your face as it captures your attention more than a voice you can't really hear properly , their more or less shouting the name of their product at you.
2. Dubbing - The original audio track that came with the footage would have been deleted because the main focus of the advert is meant to be on the music.
3. Jingles - Like with my advert they have chosen not to put any jingles into this advert , this is very common in adverts trying to sell music.
4. Music tracks - The music track is a short mix of various different traks that are featured on the CD they go in time with the footage.
5. Special sound FX - The creator of this advert chose not to use sound FX.

 

Form - The form of this advert is stand alone

Style - This advert follows a realist narrative

Codes and conventions - The whole advert is fast paced and designed with

loads of colours to keep people with short attention spans ammused , this maks

me think that it was created for a younger audience.

Computer graphics - Most of this advert is created using computer

graphics although their are a few small parts with real life footage.

Characteristics of product or services - As with the last advert

I would definetly say this is aimed at a younger audience

the older generations tend to dislike jungle and drum and bass.

Regulation - Advertising Standards Authority (ASA); Ofcom

1. Voice over - Their is a voice over throughout the advert talking about the CD he's tyring to sell , he explains that type of music that you can find on the CD and continues to explain how amazing the CD is.
2. Dubbing - Their are a few bits of live footage in the advert of crowds dancing , the sound from this live footage has been removed and the music plays over the live footage , it makes you think that their dancing to this CD and having the best time in the world.
3. Jingles - Their are no jingles in this advert.
4. Music tracks - As with the rest of the adverts their is a mix of all the differnt songs on the album.
5. Special sound FX - Their are no special sound FX in this advert.

Form - The form of this advert is realist narrative

Style - I would say this is in a surealist style as

theirs things flying about and words floating around

, alot of its computer generated so its clear that its

not meant to be realistic.

Codes and conventions - The advert is loud and fast paced to

appeal to a younger audience , I noticed how everything is grey and

monotone in the advert except for the UKF logo (the company selling the product)

I think they did this on purpose e.g. UKF brings colour to a boring

monotone city.

Computer graphics - Most of the advert is created using computer graphics

for example the words floating around the screen and the massive logo

thats centre screen for most of the advert.

Computer graphics and computer generated material often appeals to younger

audiences and I assume this is why the adverts creator/s has

chosen to use this.

Characteristics of product or services - Fast paced , loud

, lots of computer generated material and bright colours

definetly points towards a younger target audience.

Adverts for older generations tend to be alot slower paced and

be straight forward , where as these kind of adverts are loud and dont

have to make alot of sense to sell the product.

Regulation - Advertising Standards Authority (ASA); Ofcom

1. Voice over - Their is a voice over all the way through this advert , it gives you the name of the album their advertising and then tells you the names of some of the artists that will be featured on the album.
2. Dubbing - Audio track from live footage was removed .
3. Jingles - Their were no jingles in this advert
4. Music tracks -  A mix of various different tracks on the advert.
5. Special sound FX - Their were no speacial sound FX

Form - Stand Alone

Style - Dramatic

Codes and conventions - Lots of medium shots of a attractive
young women , instantly give away that their trying to sell this to men ,
or young women who like dance music.

Lots of bright colours influence thoughts of happiness plus theirs dancing and
music which instantly makes the viewer think this CD is going to amazing.

Computer graphics - Their aren't really alot of computer graphics used in this advert
their are a few minor parts that use them but most of it is real and is filmed using
a camera.

Characteristcs of products or services - Loud fast paced music , beutiful women and bright colours
although it sounds really simple these are the basic traits adverts selling music
to young people have.

Regulation - Advertising Standards Authority (ASA); Ofcom

1. Voice over - Their is a voice over at the end of the advert telling you the names of some of the artists that will be featured on the album.
2. Dubbing - Audio track from live footage was removed .
3. Jingles - Their were no jingles in this advert
4. Music tracks -  A mix of various different tracks on the advert.
5. Special sound FX - Their were no speacial sound FX

Link To Sarahs Blog

http://unit30advertising.blogspot.com/