Group Work and Ideas for TV Ad

Group Tasks
 

We have been put into groups of 3/4, in my group I have been put with Matt Long & Kathleen Turingan, which I am really happy with, they are both hard working & thrive for the best grade. We communicate really well & have been allocated roles & tasks to complete work by the production schedule, so far all work has been successfully completed & we put our up most effort into the work. Tasks for completing work is as following:

• Myself: Treatment, Script, Techniques, Resources & Budget.
• Kathleen: Similar/Existing Products, Legal & Ethical Considerations, Shooting Schedule & Script.
• Matt: Client & Audience Needs, Target Audience, Storyboard, Risk Assessment.

My part of the proposal was also about the Genre & Characters, in which I identified the specific genre of our advert & the characters within the advert.

Development of our ideas

Through our first minutes meeting, in my group of myself, Matt and Kathleen, we shared our individual ideas on a potential advert for either Diet Coke, Sure, Kit Kat or a Mobile Phone. Myself and Kathleen presented ideas for KIT KAT and Matt presented an idea for Diet Coke. Kathleen contributed an idea of, Pirates & Ninjas fighting for a Kit Kat throughout the advert, this wasn’t chosen as, being may associate Kit Kat with fighting & fighting isn’t a positive way to advertise, the audience may be offended. Another reason we didn’t choose this idea, was we felt the actual idea of two funny characters fighting over a Kit Kat was different & fun, however seeing a 30 second advert of 2 characters fighting would be boring for the audience & would become tedious.

 Matt’s idea was for Diet Coke, where a couple are shown before the camera, with some audience seen talking in the background behind them, then when one of the couple goes for a kiss, he accidently elbows a can of diet coke, then in slow motion the diet coke falls over, & there are continuous cut shots of the couples shocked faces with the extra actors behind them shown with shocked faces, with the use of still shots to emphasise the panic of the diet coke falling over, then one of the characters saves the diet coke. We didn’t choose this idea, as the diet coke falling over is being shown as a tragic event, therefore people who have experience tragic events, may feel the advert is patronising & stupid. Another reason was because, the use of slow motion may be difficult as all of us haven’t used a slow motion effect before.

Through discussion of our individual ideas, we talked through the process which would go through for the adverts with Limitations and Risks. Potential Problems with ideas such as; one of our ideas were for Kit Kat and a montage of scenes of people in costumes presented as cartoon characters, hero’s and villains etc, they would be fighting over a Kit Kat, this would be a problem as it is associating the product of Kit Kat with fighting, which causes a negative effect with the audience. Through discussion which came to a conclusion of the best idea for the television advert would be the idea I came up with, however the other two members of my group have incorporated there own ideas with it.

Our final idea

This is a write up of our final chosen idea we are going to carry forward with, characters, scenes, location etc.The Television Advert of Kit Kat which will be based on Drama with a realistic style with the use of different age group of every day people & every day locations. The Advert includes a montage of clips of different characters of different ages in different scenarios. The message of this advert is, you can have a Kit Kat whoever you are, whatever age, whatever situation. First character introduced is a 4 year old happy boy who enjoys running & being energetic, this is shown by his scene, he is running along a beach towards a bag finding a Kit Kat. Second character introduced is a middle aged man aged 46, who is shown hard at work hedge cutting, he then takes a break to eat a Kit Kat. Within the next scene (3^rd scene) 2 teenage girls, both 18 years of age, in casual, trendy clothes who enjoy socialising & playing in parks, this is shown by them happily swinging on the swings. Within the next scene (4^th Scene), a middle aged women of 56 and her daughter of 18, are sitting around in a living room of a family house, the emphasise of close family life are shown by cuddles between characters, then the mother takes out some Kit Kat's from her bag for them both. On the 5^th Scene, it is set in an office of a young adult in smart clothes working at his desk, with a pile of paperwork, he is shown with the stress of the workplace & is relieved by a Kit Kat bar. On the 6^th Scene, 2 teenagers of 16-17 are shown in trendy clothes socialising on a train travelling somewhere, there boredom is shown through their facial expressions, they’re to happy when consuming Kit Kat bars. Lastly, on the last scene, set in town to portray every day life & living, an elderly couple of 60+ casually walk through town with shopping bags to portray there interest in shopping, consume Kit Kat bars.

This is the television advert, advertising Milky bar which used the montage style to advertise, when watching this advert, the shots are sharpe and quick with the journey of Milky bar through history. We hope to produce a television advert for Kit Kat with the montage style similar to this to advertise our product Kit Kat.

Developing my own Idea of a Television Advert

Developing Ideas

Kit Kat Advert

Theme

Through research, I found that using a theme throughout advertisement is giving a message or an idea to the audience to make them feel they want the product being shown. Themes such as; Relaxation being shown in an advert, lifestyle appeal etc can be used in adverts to persuade the audience to buy and want the product. The theme for my idea for a 30 second Kit Kat Advertisement is within lifestyle scenarios e.g. the work place, home, town, portraying every day life, then representing a kit kat within each scene emphasising lifestyle appeal and portraying that this product is an every day icon that brings happiness to the characters and showing it could to the audience. Throughout each scene the product Kit Kat is introduced either by a character consuming it or a gift from someone then following with the characters who receive a kit kat showing happiness and relaxation, which portrays to the audience that when consuming a kit kat it ultimately brings happiness and relaxation on some level, whether it’s a relief from a hard day at work or generally being wanted. The theme throughout my Advert emphasises the happiness brought from consuming a kit kat which will persuade the audience to want to the happiness brought by having a kit kat. The audience can also associate stress or a hard day at work to this kit kat advertisement and will then feel convinced then if to purchase a kit kat they will feel better, this is also emphasised by the slogan used by kit kat, ‘have a break, have a kit kat’, therefore whenever the audience are having a break they will think back to the kit kat advert which will persuade them furthermore.

Style  

Through research, I found different styles used within Television advertisements to persuade the audience they want and need the product being shown. Styles such as; Fashion, Music, Lifestyle are used to portray the product and create a more effective feeling towards the audience.  The style of my advertisement is lifestyle therefore the audience can relate to the advert and have feelings towards the advert, which can make it more memorable therefore if the audience is ever in a situation shown in the advert such as a scene from my idea such as the man hard labour working of cutting hedges, will make the audience feel they’d a kit kat which the slogan or kit kat contrasts well with this of ‘have a break’, therefore the audience can associate a break with a kit kat, making the chances of the audience buying the product greater. Within my advertisement there are a number of montage clips showing scenes with different styles to make it more realistic and the audience can relate and associate to. The ideas of scenes I have are; Park, Beach, Work place- Garden, Home and Town, which are all common lifestyle aspects which everyone can relate to and perceives the advert more realistic which can enhance that the audience will associate to it and have more of a feeling as it’s something they’re familiar with. The use of different characters in different locations used to also emphasise anyone can have a kit kat on any occasion where ever they’re.

Camera Angle/ Shots

Through research, I found that different camera shots can show different emotions and feelings, for example a close up of someone crying will emphasise the emotion and the audience can have more of a feeling to it, where as a long shot of someone crying isn’t so effective, as the camera isn’t focused on just them and will show other aspects within the shot which will take attention off the character, whether it’s a lamp or book in the film etc, will still draw the audience’s attention to that also. Through research, I found camera shots such as; Long shot, Close up, Med Long are most popular however, there are extreme close up and extreme long shot which can be used to emphasise a feeling or draw the attention to much more. Camera angles such as; high angle and low angle are popular, and can change the perception and the power of the character, for example, high angle can look down on a character which make them appear powerless and inferior therefore portraying their character with less importance. Camera shots I’m going to use to show my characters with firstly as long shots to portray the scenery and then when consuming a kit kat a close up to emphasise their feeling by having a kit kat, which is happiness and relaxation. The only camera angle I’ll be using is Eye level to make the audience feel as if they’re observing the scenes and as if they are there to make it feel more realistic with a neutral feeling to the audience so they feel the same level not inferior or superior.

MISE EN SCENE

Location: Throughout research the location of advertisements are vast, whether they’ve used a green screen to show a location that’s not actually there or whether they are actually on location, there are so many choices. As my advert is a montage of clips of different scenes, they will portray in different locations which show different every day life style aspects, to make the advert more realistic. Locations are;

The Beach: I chose a beach as it’ very popular place to go in the summer or just for a walk, the audience can relate to as everyone has been to a beach and everyone can relate to. This will be the first scene of a boy running across the beach to a bad which inside is a kit kat.

Work place (Hedge Cutting): People at work can relate to and those who deal with stress issues within the workplace can relate to, and know the feeling of being relieved by having a relaxing break.

Park: Scene at a park of a group of friends all eating a kit kat, emphasising you can eat a kit kat anywhere.             Teenagers may be interested in this advert by seeing similar age groups on television.

Home: All audiences can relate to being at home however in different scenarios, this one is a happy family in a living room, where one member of the family walks in with a plate of kit kats and the family is portrayed over the moon and happy with this.

Town: A scene in town with elderly people to emphasise people can eat the kit kat whenever and wherever they are, town shows every day people and life, the audience can relate to this also.

Characters

Characters in television adverts are so important as they are also representing the product, the audience will associate this character whenever memorising the product, therefore it must be a positive memory. The characters throughout my advert, are every day people, I wanted this as in everyone can relate to. Characters from all ages are also seen in my advert idea, I chose this as I felt everyone can relate to & it represented general life which emphasises the realism of the advert. My characters are; 4 year old boy (my nephew) who is a fun, excited young boy, Middle aged man (my dad) who used to hedge cut and has hedge cutting equipment therefore he can represent the work place which I found many people can relate to. Family members, a Mum, Dad, Daughter & Children (my actual family) to portray a loving family which is realistic and they’re portraying as happy. Lastly, the last characters seen on my advert are 2 elderly people, therefore this age group can relate to this advert also

Research into Television Adverts- Techniques

Through research, I found there a number of techniques used for filming productions, which are all necessary for any type of filming production such as; Advertising, Movie, Trailers & so forth. Techniques such as Camera angles, Editing, Special/ Sound Effects, Location,  MISE EN SCENE, are all important aspects & enhances the quality of the development and process of the final product.  



Camera Angle/ Shots

Through research, I found that different camera shots can show different emotions and feelings, for example a close up of someone crying will emphasise the emotion and the audience can have more of a feeling to it, where as a long shot of someone crying isn’t so effective, as the camera isn’t focused on just them and will show other aspects within the shot which will take attention off the character, whether it’s a lamp or book in the film etc, will still draw the audience’s attention to that also. Through research, I found camera shots such as; Long shot, Close up, Med Long are most popular however, there are extreme close up and extreme long shot which can be used to emphasise a feeling or draw the attention to much more. Camera angles such as; high angle and low angle are popular, and can change the perception and the power of the character, for example, high angle can look down on a character which make them appear powerless and inferior therefore portraying their character with less importance.

Editing

Through research, there are a number of ways to edit a piece of film, by cutting shots to make them appear fast paced. Through research another editing technique, which in my Treatment I have shown as my idea is Montage, which shows the emotional impact & visual design through the editing of many shots. Other editing techniques I found which can help me with ideas for editing my shots are; fade, dissolve, cross cutting, continuity editing which is the most popular & creates action that flows smoothly across shots & scenes, where it’s as if there are no different shots, it just continues as one big shot.

Special Effects & Sound Effects

Through researching sound effects I found they’re greatly important to emphasise the nature of the scene, for example, if it’s horror, there may be use of a sound effect of screaming to emphasise & scare the audience. There are hundreds of sound effects which can be used to alter the nature of a scene & emphasise a specific emotion or feeling such as; animals, music loops, crowds of people & many more. From research into special effects I found out different effects which can be used in a scene to enhance the realism for example, material such as fake blood to enhance the realism of a cut on a humans body. Special effects such as Green scene where you can add video or different backgrounds to change the scenery of the shot.

Lighting

There are two different types of lighting in media, the natural light and lighting from a torch, lamp etc. Lighting is as important technical aspect, it changes the mood of the scene, e.g. if it’s natural lighting at night, can create a dark mood, in contrast to, in a bright studio with spot lights, will create a more up beat mood, and will highlight the characters more. Lighting can be used to make a character seem spooky or can highlight specific aspects of a character, if a character is crying, the character is more visible with brighter lighting, however if there was not much lighting used could possibly emphasise the emotional mood.

MISE EN SCENE

This includes all the elements in front of the camera which compose the shot such as; the props & performance, characters costumes, shots, lighting etc. Which emphasise one essential aspect: the basic building blocks of the film, the shot & the cut which allows the film to achieve texture etc.

A similar/ Existing product of Kit Kat Advert, which uses techniques such as; Humour.

Review Week & Review on My Progress

Within review week, i had the opportunity to improve already submitted work; Digital Graphics project, to hopefully gain a higher grade. By thoroughly understanding feedback & improvements, i followed the improvement plan given, some improvements i were given were; Add more research, Add Pros & Cons of different file formats for the Digital Graphics project, i completed all improvements given to hopefully higher my grade, & re-submitted the improved work in a new file. After being given improvements & the chance to improve my work, I've learnt to give my work more in-depth research as research is so important, and I've shown how to respond to feedback & by following improvement guides to improve my work.

My progress throughout the past 14 weeks is incredible, i have learnt so many more skills & learnt the use of new programmes which has enhanced the quality of my work. Programmes such as; Blogger, Adobe Photoshop, Adobe Encore, i have learnt the use of & techniques which i can apply to my future work. I'm really pleased & happy with the amount of knowledge I've gained, in comparisant to Chichester sixth form, which i left & came to Chichester College, i've been introduced to a number of unique & useful programmes & gained knowlegde in so many different areas from; Creating a DVD Menu, Learning the differenece between file formats which enhances the different in image quality.

30 Second Television Advert: Television Advert Anaylsis

We have noe started to research into Television advertisements. Where researched into Advertising producing costs, Television Advertising Agencys, Advertising costs to air at specific times of the day.

Assignment 2: Television Advertisement

New Assignment on Television Advertisement. I have analysed a number of Existing Television Adverts where i highlighted the structure of the advert & techniques used within that advert to convince the audience the product is a life changing essential, I also looked at the characteristics of the advert to enhance the product as a must have. I analysed existing Television Adverts including: Diet Coke, Kellogg's Corn flakes, 3 Internet, Pepsi Gold, which all held different techniques, structures & characteristics to portray the product. I am proceeding to collect research of these adverts to then produce & publish into a written document which will highlight & explain the styles of techniques, structures & characteristics within the adverts.  This is my work in process which identifies what techniques, characteristics & structures are used & what effect they have on the audience towards the product.

Techniques

Techniques used within adverts such as; Hidden or overt messages, Emotional response, Solution to a problem, fear or concern etc, are used to add more of an effect & feeling towards the audience, for them to feel they ‘need’ the product, for example, Coca Cola Light uses the technique of Solution to a problem, the Advert is at the workplace & portrays stress, & the solution to the stress is the ‘Coca Cola’, which would stick into the audiences mind, & when they’re stressed in the workplace they may result & confined in a can of Coke.

 Characteristics

The Characteristics of products/services such as; the benefits & advantages offered, the emphasis of the unique selling proposition, lifestyle appeal & brand identity persuade the audience the product is beneficial & needed. For example, the advert of the Blackberry Mobile emphasises it’s advantages & benefits such as; Email, High speed Internet,2 Megapixel Camera & adds the slogan, ‘it has the intelligence you require, with the beauty you desire’, to portray it is a highly beneficial & unique product.

Structure

The structure of the Advert is the way in which the advert has been structured to portray elements such as; Humour, Drama, Documentary, Animation, whether or not it’s realistic or not realistic, structures such as these alters the memory of the advert, for example, if the advert was really dramatic or humorous, whenever the audience see’s this product they will associate it & memorise the structure within the advert. For example, I analysed the Spice Girls Tesco Advert, which used the structure of Humour, as the Spice Girls were shopping in Tesco’s, when they’re rich girls & Tesco’s is the least place they would visit which made the advert anti-realistic, this was used to emphasise, Tesco’s is so good, rich & famous people use it.

DVD Menu Completed & Burnt to Disc

I have completed my DVD Menu successfully from Adobe Encore onto a disc with all codecs working visibly. The quality of the DVD Menu has stayed the same as from what was seen on Encore. However, I had some problems with burning my DVD Menu to disc, when 'checking project', to see if all pages are linker successfully & everything is operating correctly, mine kept crashing, which was a worry & problem. I realised it was because, although I couldn't see them, there were so many pages on my DVD Menu, as when importing them, then 'deleting' them on Encore, I learnt doesn't actually delete altogether. When opening my DVD Menu folder where my Encore DVD Menu is saved, two folders appear called 'Cache' & 'Sources', when opening sources folder, there are other folders & one of them is called 'Menus' which shows all Pages within the menu pages, I had a fair list of pages, which was a big problem. My initial idea, was to from looking at my DVD Menu, delete all the pages on the Menu Folder, which I didn't want, this was very hard & i ended up deleting some of my actual pages linked in my DVD Menu, therefore i had to start over again, i felt this wasn't a good way to resolve this, as it was confusing & time consuming. My next idea, was to completely re-do my whole DVD Menu.

From using Adobe Encore, i really got the hang of it & found it easy to use, therefore when re-doing my whole DVD Menu, did sound daunting, however it took me no less then 5 minutes, i went back to my folder which my final DVD Menu pages (7) were, i then creating a whole new project on Encore, then imported all my DVD Menu Pages which had correct codecs, I then linked all pages & when checking the flow chart, all pages were linked successfully. I then imported as a timeline my .mov file of horror sounds. I also added my animation again & linked this to the main DVD Menu. After completing my new DVD Menu, it was successfully burned onto disc.

Throughout the process of burning my DVD Menu to disc, i learnt the importance of house keeping, my mistake on Encore was by deleting on Encore, i didn't realise they weren't completely being deleted. However after this, I learnt another skill of Encore which i can remember for future reference & i know not to make that mistake again. Through learning the importance of house keeping, i have learnt greatly, i can remember this in all future assignements so hopefully it won't happen again.