AS2 Task 4

Task 4

By making an advert for our product we have to know the rules and regulations regarding adverts and what we can and cannot do.


Copyright
One thing we can't do is use copyrighted music, this is music that the artist has copyrighted so other people cant use unless they have the artists permission or if it is for educational use. In our advert we will use un-copyrighted music which we can find on youtube. These are some of the possible copyright work that might be used in our idea:

• Slogan; We cannot use a slogan that another company has so we need to research to make sure another company hasn't got the same slogan.
• Music background- There is a Youtube channel called 'Nocopyrightedsounds", and this channel provides music that is un-copyrighted and i got my music from this channel. 
• Logo- We cannot use a logo that someone else has used so again we need to research to make sure nobody else has the same logo.

Ideas

We need to make sure the idea we our doing for the advert hasn't already been used by a business already, we have already checked and we cannot find any adverts that use our idea. If this happened our advert will be banned for copyright and we will have to pay to create a whole new advert. 

Codes of practice 

Risky content: Risky content means we cant put certain things in our advert such as: sexual content, bad language or any adult content. this is because there could be children watching the advert and if we use any content like this we are not allowed to advertise it before a certain time, if we do our advert will be taken off and we will have to advertise at a later time.

False advertising: This means we cannot falsify anything about our product such as the material about it, we cannot say we have a certain material that is expensive but actually we have a low quality material because it is false advertising. We also cant say we are better than any other company in our market because that is against the rules ASA has set for advertising.

Product placement: Product placement is when a company such as nike or coca cola or any company pays film makers to use their products in films or TV programmes. For example we could pay them to use our clothing line "Elite spring clothing" and say to them you cant use a competitor in the same market such a Nike.

This is a product placement for pepsi in the terminator.

We have researched everything we need to check for any copyrighted issues and we are fine with everything we are not using any copyrighted music and we aren't using anyone else's ideas.

This is a screenshot from the ASA guidelines, we have reviewed these rules and we have made sure we don't break these and follow them. (https://www.asa.org.uk/)





















This is a screenshot of the BCAP code of advertising. (https://www.cap.org.uk/Advertising-Codes/Non-Broadcast.aspx)















One of the rules from this website is 'Harm and offense', this rule states "Marketers should take account of the prevailing standards in society and the context in which a marketing communication is likely to appear to minimise the risk of causing harm or serious or widespread offence." (https://www.cap.org.uk/Advertising-Codes/Non-Broadcast/CodeItem.aspx?cscid={9850dc70-0ca5-4ef1-a38f-b638ed990014}#.V16Qo2RVhBc) This quote was taken from the website and it means that we as marketers need to make sure our advert is safe for anyone and everyone to watch for example no flashing lights incase someone has epilepsy.

AS2 Task 3: Requirements for a production:

Requirements for a production:

We need to find out the requirements before we start the production because if we don't we will not be prepared and it wont come out as well as it should. If we planned and found all the requirements for the production we can plan and we will know what to do and it will run smoothly.

Technical equipment

 The only technical equipment we are going to need to a camera, we need this to record the advert and actually take pictures of the clothes we are advertising. We are going to hire the camera and a tripod of the internet, the website we are using offers a camera and tripod for 2 days for £240. The recording of the advert will take about two days to shoot because it isn't a long advert, however we need to get every shot of the environment perfect to depict spring and summer which is the whole purpose of our advert.

This is the canon XF100, this is the camera we will be using to record everything. This camera is reliable because it is very high quality and it record in high quality.

This is the tripod we will mount the camera on to record.





Potential filming locations

the first filming location we could use is the drama studio in All Saints Catholic school, to get permission to film there we have to ask the drama teacher if it is alright if we can use the facility. we will walk to the location as it is only down the road. There is only one problem we have at the drama studio and that is they may have lessons there so we will have to ask in advance when we can use it and for how long for, we might be half way through filming and then a class comes in.

Another potential location is in the field at Robert Clack school, we need to ask a teacher whether we can use it because there might be a PE lesson on it when we are recording. we dont need to travel for this location because we are already in Robert clack. A problem with this location is because it is outside the weather may be bad which will stop us from recording because the camera will get wet and we will not be able to record properly.

The last potential location is Central park, we don't need permission to record there because it is a public place but we cant get anyone over there in the shot. we can walk there because its not far. A problem with this is the weather, again if the weather is bad like windy the camera could possibly fall over due to strong winds and the camera could break. also if it is busy over there we can not record because we need people's permission if we get them in the shot to use it.


This is how we will get there:

(http://www.barkinganddagenhampost.co.uk/polopoly_fs/1.1428317.1341228597!/image/928624425.jpg_gen/derivatives/landscape_630/928624425.jpg)

Actors and Actresses

The actors/actresses we need will be 13-23 because our target audience are young people. we are not hiring any actors or actresses because we are doing a fashion show so we are going to use people in our class, we are not going to pay them and they should do a good job because we can help them if they need to. we will not use the general public because we need people to show off our clothing line.

Costumes and Props

For our advert we need a Basketball as a prop for a scene we are doing to show our product being used doing a sport, this is because we are showing our clothing can be used for casual wear and sports wear. We are showing the casual side to the clothing by getting friends walking through the park and just doing normal activities. The costumes we need are our own clothes but we are going to stick our logo on the clothing to show our clothing. 

This is the only prop we need, a basketball.

AS2 Task 2: Ideas generation

ideas generation 

Scenario

You have been asked by a large company to produce a 30 second long TV advert for their new product. You are responsible for all pre and post production work. You must first plan and pitch your idea for the advertisement to the client. On their approval you must then organise your crew effectively to produce a high quality product. You must also record the process in the form of an online production blog. 

Task

We have to write a proposal, the proposal must include:

• what the product is?
• which market it fits into (I.e. food, entertainment etc.)
• what's USP (Unique selling point) is.

Product

Our product is a new clothing brand called "Elite", we have a slogan which is "Be Elite".  we chose to do a clothing line because trends change all the time and if we get the clothing line trending we can make a success out of it and it is something everyone uses and needs. We also done it because younger generations can buy it because it is good quality with unique styles and is really cheap for what it is.

Idea

• bright colours to get the advert to stand out;
• shots of the summers skies and spring trees to empathise that our clothing line is a spring/summer collection;
• people (The cast) playing basketball in the clothes and people walking through the park wearing the clothes. this is to show that our clothing line is a multi purpose brand, can be used for casual and anything else such as sports wear. 

 This is our storyboard:

This storyboard says what our advert will be and help us know what to do and when to do it.

Backup plan
This is out back up advert if anything goes wrong with our original idea. The group is going to be Me, Jasmine, Diana, Allegria and Samuel wearing the clothes and modelling for London Fashion Week. Our advert will be humorous, this is so it will appeal to everyone no matter what age they are and most clothing line adverts use famous face/humorous together but we cant use any celebrities.

USP
USP (Unique selling point)  is a factor that differentiates a product from its competitors, such as the lowest cost, the highest quality or the first-ever product of its kind. A USP could be thought of as “what you have that competitors don't.” Our unique selling point is low cost clothes with the highest quality. 

AS2 Task 1: Market and Target Audience Research

Market and Target Audience Research

Target audience research
The first method we are using to do research is Quantitive research, Quantitative research is when you try to get as much feedback as possible and not worrying wether the feedback is true. A problem with doing this type of research is people can lie about their answers to get through the survey as quick as possible. An advantage of doing this type of research is that you get more feedback than if you do qualitative research and give out questionnaires. 
This is my survey:

Here are some results i got from my survey.

This is the responses from question 1, this shows that 55% of the survey takers were women and 45% are men. This helps us because we know we can lean more towards women clothing. 

This is the response form question 8 and this shows that the most bought clothing is footwear, this helps because it shows us what clothing we should use and create the most of to gain more customers. 











The other method we are doing is focus groups, a focus group is a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging. Advantages of using focus groups are The researcher can interact with the participants, pose follow-up questions or ask questions that probe more deeply. Results can be easier to understand than complicated statistical data. The researcher can get information from non-verbal responses, such as facial expressions or body language. Information is provided more quickly than if people were interviewed separately.­ Disadvantages of focus groups are The small sample size means the groups might not be a good representation of the larger population. Group discussions can be difficult to steer and control, so time can be lost to irrelevant topics. Respondents can feel peer pressure to give similar answers to the moderator's questions. The researcher's skill in phrasing questions along with the setting can affect responses and results.

Market research

This is an advert for H&M, the clothes shop and in this advert they use a well-known famous-face in David Beckham to show off their clothing line. This type of advert is popular with our target audience because young people follow the fashion of celebrities and if they see their favourite celebrity wear certain clothing lines they will want to buy them and wear them too. the style used in these adverts are mainly humorous or famous face.  Clothing lines mainly advertise in magazines, internet ads or TV advertisements. This advert is effective because the advertisers know how much of an influence David Beckham is to young men, so they used him to get young men to want to buy them to be like David Beckham. The target audience for this advert is men due to them advertising mens body wear. The advert is trying to show that the product is high quality by showing David run around and jump around and the product not ripping or anything.

This advert is for Burberry and in the advert they use famous model Cara Delevingne, they used this because girls look up to her and want to be her because she is so good looking. This advert is effective because the advertisers know that models like Cara Delevingne is such a big influence on young women and that young women want to be like her, so they used these famous models to get through to young women and to get them to buy the products to look like these models. There is also men models in the advert so the target is any gender, However Burberry is very expensive so the target audience is any gender with a good job maybe. 

This is an advert for Gucci's men clothing, this is aimed at working men, due to the price of Gucci this is an advert for working men who earn a good salary. The advertisers said to the man in the Gucci clothes "there is something distinct about you". The advertisers are showing that if you wear Gucci you will stand out more than other people, which is good for them because people will want to buy their clothes to stand out. The advertisers are showing each perfectly crafted Gucci suit tells a story as individual as the man wearing it.

This is an advert for Nike, the target audience for this is anyone who wants to do sports. They show a man who is training hard and at the end of it he succeeds. They put they slogan "Just wear it", this is effective because it is memorable because its getting people to be spontaneous and "Just wear it" referring to just wear nike's clothing. 

I have analysed these adverts i know that clothing lines use similar methods to advertise, they use celebrates to get people to buy their product to show they can be like them by wearing the same clothes. Also they make the adverts distinctly different to show that if you wear their clothing you will stand out from everyone else.  

AS2 Task 0: The language of advertising

The language of advertising

Magazine genre

• Sport
• music
• Fashion
• News
• glamour
• teen
• food
• technology
• lifestyle 
• fitness

Langauge

Mode of address: This type of language is when the way media communicates with the audience. For example, Point of view, directness and if its formal or informal. In the 'Look' magazine at the top it says "can you really reverse it?" This is effective because it creates a relationship between the writer and the reader. 

Alliteration: Alliteration is when you use words that has a repeated sound to create a mood or tone. 

rule of three: is a writing principle that suggests that things that come in threes are inherently funnier, more satisfying, or more effective than other numbers of things. 

colloquial language: This technique is when the writing is informal, it uses slang. This is effective because it connects with the younger readers.

emotive language: Writers use emotive language in order to have a greater emotional impact on their audience. This is effective because it help the reader understand the story better. 

monosyllabic: This is the technique that uses one syllable to emphasise something. For example the magazine title "LOOK". this is effective because it gets the readers attention. 

personal pronouns: Each of the pronouns in English I, you, he, she, it, we, they, me, him, her, us, and them. this is effectives because it connects the writer and the readers

abbreviation: This is when you shorten words.

rhetorical questions: Ask the readers a question, this helps the readers understand better.

exclamation mark: It emphasises certain sentences or words.  

repetition:  literary device that repeats the same words or phrases a few times to make an idea clearer.

rhyme: Two words that sound similar for example ballon and moon.

AS1 blog 9: References

     

 Book/Magazine references

   “AS Media Studies: The Essential Introduction Second Edfition. Philip Rayner, Peter wall and Stephen Kruger.” “Part 4: Three Case Studies. Case Study 2: advertising and marketing.” Routledge 2005.  ISBN 0-415-32966-3

·      “GCSE Media Studies. Editors Colin Bulman, Vivienne Clrk, Richard Harvey, Richard Horsman, Tim Leadbeater, Eileen lewis and William Malyszko.” “Pages 62-3, 64-7 73-4, 151-2, 173. Longman 2005. ISBN 0-582-32833-0.
      
   WJEC AS Media Studies: Study and Revision Guide 
    BTEC Level 2 First Creative Media Production Student Book
·    
  “The Media: An Introduction Edited by Adam Briggs and Paul Cobley.” “Chapter 17 Audience research by Ray Kent”. Longman 2002. ISBN 0-582-42346-5

·      “The Media Magazine. The English and Media Centre.” “Analysing Still-image adverts: Reading Lynx by Mark Ramey”. Issue 45 / September 2013. ISSN 1478-8616

·      “The Media Magazine. The English and Media Centre.” “How I make things. Garth Jennings on making a TV commercial”.  Issue 39 / February 2012. ISSN 1478-8616

·      “The Media Magazine. The English and Media Centre.” “Adjudicating ads. Claire Forbes”.  Issue 23 / February 2008. ISSN 1478-8616

·      “The Media Magazine. The English and Media Centre.” “AS Coursework – charity ads. Gavin Luhrs”.  Issue 9 / February 2004. ISSN 1478-8616


·      “The Media Students Book 4th Edition”, “Chapter 9 Advertising and Branding”: Gill Branston and Roy Stafford: Routledge 2007: ISBN 0-415-37143-0

      

Internet references


"Specs & Delivery | How to Deliver Commercials to Channel 4". Channel 4: 2001. 

<http://www.channel4sales.com/planning_and_buying/ad_specs_and_delivery>

     “Top 30 Programmes” :  Broadcasters Audience Research Board http://www.barb.co.uk/www.barb.co.uk/viewing

        

      Five controversial TV and internet ads – video” - The Guardian www.theguardian.com › News › Media› Ad break‎ :

·      http://www.theguardian.com/media/video/2013/jun/20/five-controversial-tv-internet-ads-video

     youtube.com 

           “ThinkboxBrandIdentity." http://www.thinkbox.tv/server/show/nav.1428

·      “Advertising Standards Authority”: http://www.asa.org.uk/

     

    

AS1 blog 8: Sources of Information in Advertising

Sources of Information in Advertising

TV ratings

Clients and agencies that are in advertising can find TV ratings from BARB. BARB stands for Broadcasters Audience research board. This company measures the TV ratings across the UK and it helps advertisers understand when people watch TV the most and when to advertise. This is helpful for advertising agencies because they want as many people to see their advert to inform more people of their product or service. So this gives them a better understanding of the best time to advertise their products, for example if it was a children's product you would advertise it morning to about mid day, if it was for adults you would do it late at night when they are watching the most.

Programme profile
A programme profile is a break down of who watches a certain programme, for example more men watches boxing more than women. This is useful because if it is a mens product they would put it on a football match or boxing fight etc. If it was a women's product they could advertise it on a reality Tv show.

Rate card
A rate card is how much it is to advertise an advert on a certain show. Coronation street will be much more expensive than a programme lie Geordie shore because it gets much more Tv ratings each week. This is useful because they can choose when to advertise and what programme which gives them more insight into what is the best time.

online advertisers’ information packs 

This is a screenshot from channel 4's advertising webpage and it explains every type of opportunity they give you for advertising with them. This is useful because it gives advertisers better opportunities.