Final Production

Without sound.


With sound.

Storyboard

Evaluation

For this project I reconstructed a hair advert for the brand herbal essence. I researched in to things such as the form of the advert by this I mean finding out if my advert was realist narrative, animation or so on. Also the codes and conventions of my advert this research was really important as it helped me put my advert together and gather the information I needed to make the advert.

My own view on my research is that it was quite detailed. Firstly I watched adverts similar to my idea and generated some ideas. After that I conducted detailed research firstly in to market research I looked in to three different companies that I could air my advert on, I looked in to its statistics, reviews of the companies and what they have aired to see if it’s similar to mine, the point of that was to see what the best company was to choose for my advert. I then looked in to research issues and needs and found out who my advert would be aimed at and what the people would be like and why i decided they are my target audience. I also investigated in to legal and ethical considerations these were things such as “advertisements must not materially mislead or be likely to do so”. This was helpful as it meant I knew what I could and couldn’t do, so when I began filming there were no hold ups. Another element I looked in to was the codes and conventions this included what shots to use, lighting and sound. Alongside that i found the style to be dramatic. Furthermore I looked in to techniques this being something such as the hair product is a solution to a problem.

Last of all in my research I looked in to characteristics of product services this being what the benefits offered are etc. Moving on when I began filming it was raining, honestly I didn’t want it to rain but then I thought it helped the idea of the advert that the girl running to give her friend herbal essence was determined whatever the weather.

When filming I struggled to keep the camera still as I didn’t not have a tripod, so I found I had to redo some of the shots. I left filming quite late I didn’t really have time to wait for a day without rain. Some of the shots I did weren’t very good, they were the wrong angle and all together the wrong shots, this has made a huge different as it is harder the person watching it to understand what is going on. So all together filming didn’t go very well, I don’t think I planned very well and improvised quite a lot which was not beneficial. The actor was not too keen on re-doing it as the whole advert is of her running.

When I put the clips in to premier pro I realised without sound you couldn’t significantly see what the product was I was advertising it just looked like a girl running and at the end handing over a bottle of shampoo, this could have been any brand. I didn’t edit very well and the whole concept of the advert made no sense unless you explained it to someone before they watched it. The footage was not of a good quality so was hard to work with, I needed a lot more different shots and angles to work with, I lacked footage so didn’t have a lot to work with.

I realised there needed to be more about the product (herbal essence) in the advert so I I decided to use a green screen and film the product, these shots would then go at the start of the advert with a voice over so the audience knew straight away what it was and then at the end having it again so the last thing the audience have in their head is a picture of the brand herbal essence. This helped to understand what the product was and maybe help the audience have more of an idea of what was going on and the concept of the advert as I mentioned before.

What made it harder as I didn’t film a stereo typical shampoo and conditioner advert, so if it was played on television people may not understand and not like it as it is nothing like a normal hair advert. I feel if I wanted this idea to work, I needed to put a lot more effort in, more shots so I could edit, use a green screen more for the product.

In conclusion I was not really that happy with my end product, I think it was ok, but I didn’t convey the stereo typical hair advert, so I think people would either love it or hate it, it needed more depth and more shots and edits so people could understand what I was trying to do.

If I did it again I would probably stick to the stereo typical advert type of a celebrity with beautiful hair swishing their hair about as most people know hair adverts to be like this and for me to change that idea I would of had to really thought through my idea and how it could of been to every ones taste. Although I made a questionnaire if did do it again I would of defiantly used a questionnaire but next time round make it much more detailed and really think what questions would help me to produce a much better product.

Learning Outcome 2

Market research	http://www.tvadvertisingagency.co.uk/Default.aspx?tabid=10441 They were founded in 2001, they are an independent company by this it means they have no ties to any channels or owners. http://www.thinkbox.tv   The marketing body for the UK commercial television industry Think box is the marketing body for commercial TV in the UK. Its shareholders are Channel 4, ITV, Sky Media, Turner Media Innovations and UKTV, who together represent over 90 per cent of the commercial TV market in the UK through their owned and partner channels. TV today has more to offer advertisers than ever before, not least because this growing medium remains at the heart of popular culture and advertising effectiveness. From understanding how audiences engage with TV advertising, explaining innovative and affordable solutions, to providing the rigorous proof of effectiveness that advertisers need, Think box is there to help customers meet their marketing objectives. It does adverts such as phone, sports, and money related adverts. http://www.guerillavision.com They also do a lot of advertising, they are very creative. The well-known adverts they have done are ones such as flip video, Renault car advert, MTV, Dr pepper, preventing gun crime advertising.
Generate ideas:	My first idea is a girl is in town walking through a busy atmosphere, and then she receives a phone call from a friend. She starts running through busy areas and lots of different roads. She finally knocks on a front door and her friend answers with wet hair and she hands he herbal essence shampoo and conditioner she girl smiles. Then the product comes up on screen with a voice over saying everyone needs a best friend. Last shot is of the girl walking out with fresh shiny hair. My second idea is just loads of girls with unhappy faces looking at their hair, and then herbal essence flashes on the screen, all the girls suddenly have clean healthy hair. My third idea would be just one women swishing her dull frizzy hair about with a voice over in the back ground talking about the difference herbal essence makes then she has a shower and then beautiful hair.
Research issues and needs	I think my product will be aimed at a wide range of people some being business people, who always need to look presentable to students and casual workers who most likely like looking presentable for the other people they are around. These kind of people are classed as people who don’t follow and are achievers. The people most interested will be socio-economics and consumption.
Investigate legal and ethical considerations	refer to themselves in a way that might lead viewers to believe they are watching a programme The use of a title, logo, set or music associated with a programme that is broadcast on that medium needs special care. The audience should quickly recognize the message as an advertisement. Advertisements must not materially mislead or be likely to do so. For advertisements that quote prices for an advertised product or service, material information.
Develop final ideas into proposal	The topic is hair; I am reconstructing an herbal essence advert. I chose this as everyone is always in need of shampoo and conditioner and everyone is always interested in finding new ways of making their hair healthier, shiny and even keep their highlights always looking fresh. My target audience is business people, students, casual workers as these are all people who care about their appearance a lot. Business people because they are always around clients and need to look professional and couldn’t be in this environment looking a mess, students because they always want to keep up with the latest trends and always want to impress there friends and colleagues, and casual workers by this I mean people that work in shops, they always need to make what they’re selling look good and if they don’t look nice then people wouldn’t like that product. The channel I want my advert to be aired on is channel 4, this being because there are a lot of documentary’s on this channel for all kinds of people, you could get one aimed at teens but then one aimed at adults so I think it’s the most appropriate channel. Too make sure I target everyone I want to target.

Channel to advertise on

The channel I think my advert is most suited to would be channel 4, my reason for this is that channel 4 always show a variety of different documentaries. The documentaries provide enjoyment for all age groups, for example “my big fat gypsy wedding” would appeal to some people and then a documentary on wildlife to another group of people. This mean there is always a diverse group of people that are watching this channel. The time I think it should be aired is between 7pm-10pm, my motive for it being this time is that a lot of business people watch television at this time as they have just got home from work and want to relax but also you get the younger people watching it who care a lot about their appearance just before they are going to go out or even if they are just going to stay in with friends. I think the advert should be shown between different documentaries and reality television shows as I know there will always be a selection of different people watching it.

Proposal

The topic being advertise is “Herbal Essence shampoo and conditioner” I chose to advertise this is everyone always needs shampoo and conditioner and certain people who like to look after themselves are always interested in new ways of looking good if it’s for work purposes or just to make them feel better about themselves. My target audience I worked out from my survey is everyone, but in particular business people and students, this figures as students always want to impress everyone else and look presentable when they go out and business people want to but also need to always look presentable and if your hair looks nice your half way there, I say everyone, by that I mean the serve I did showed most people are interested in looking nice and wanting to look after their hair. The channel I have chosen is channel 4, I chose this channel as in the serve a lot of people seem to watch this channel (business people, students) so as they are my targets audience it’s probably best to choose the channel they watch the most. Channel 4, shows loads of programmes that each age group of type of person can relate to. I think my advert is appropriate for my product as the advert I have designed is fun but does the job, like the product its self  does, it shows you that not everything is so serious, but also the effect this shampoo and conditioner has on your hair.

Channel to advertise on

The channel I think my advert is most suited to would be channel 4, my reason for this is that channel 4 always show a variety of different documentaries. The documentaries provide enjoyment for all age groups, for example “my big fat gypsy wedding” would appeal to some people and then a documentary on wildlife to another group of people. This mean there is always a diverse group of people that are watching this channel. The time I think it should be aired is between 7pm-10pm, my motive for it being this time is that a lot of business people watch television at this time as they have just got home from work and want to relax but also you get the younger people watching it who care a lot about their appearance just before they are going to go out or even if they are just going to stay in with friends. I think the advert should be shown between different documentaries and reality television shows as I know there will always be a selection of different people watching it.

"Herbal essence its amazing what i can do to you"

voice over as the first shot fades in.
Medium shot of Marianne walking through town on a busy day.
Sound effect , phone ringing
Medium shot zooming in slowly to Marianne
Marianne answers the phone "Hello"
Close up, Marianne "Ok ill come right now
Medium shot, Marianne puts her phone in her pocket drops her bag (all except one) and starts running.
Long shot of Marianne running to the top of the high street
Over the shoulder shot of Marianne running
Low angle veiw of Marianne Running
Camera then follows Marianne running through roads and fields.
Medium shot of Marianne approaching a front door.
Behind the shoulder shot of Marianne knocking on the front door
Charlotte opens the door
Close up of Charlottes smile on her face
Two shot of Marianne passing over herbal essence shampoo and conditioner
"Everyone needs a best friend" comes on screen
fades out with Charlotte walking out with lovely shiney healthy hair.



Learning Outcome 1

Task 1
3 different advertising ideas

Trainers
The idea for this was "reservoir dogs", This is were there were a group of men in suits are walking along to a song "little green bag" looking really safisticated and then as they are walking the camera pans down to their shoes were they are all wearing brightly colour quirky shoes. The shot will be in slowmotion to empahsise the mens style and capture their shoes.

Fake Tan
Loads of girls will be quickly dancing around putting fake tan on, to the song make me want to shout. Their are loads of quick shots of loads of different girls applying fake tan. At the end its all the girls fake tanned ready to go out looking very tanned.

Bouncy Castles
Loads of old people jumping up and down on the bouncy castled with the slogan "your only as old as you feel".

Purpose of advertising

·         To sell and promote products;

·         Advertising is an opportunity for businesses/companies to grab the attention of potential customers.

·         To inform and create awareness e.g. NHS anti-smoking campaign adverts. The NHS advert presents facts that help to create awareness to smokers and their loved ones. Businesses/companies use advertising as an advantage. They are able to inform the public about themselves and about any new products.

·         To increase the awareness of a business & its brand image – Many businesses create catchy brand logos or slogans in order to gain recognition from its audience. Each brand has to fight against others in order to come on top and be the best product from a certain range.

·         To generate and encourage sales in order to gain profit – Many businesses provide advantageous promises offering freebies or rewards for their customers. An example of this is compare the market, they give a free toy to people who buy insurance for them, this helps generate and encourage sales.

·         To create a personal relationship between the consumer and the brand – an example of this is Compare the Market. Compare the market have animated meerkat’s that each have their own identity. From each series of their advert, we learn more about them and begin to be able to pick our favourite meerkat. This helps build a relationship between the consumers and the brand.

·         Each consumer can have a purpose of choice – consumers are able to know what products are available but have the chance to choose which product they prefer for a certain purpose.

Impact of advertising

·          It influences the viewer’s interest in the product or subject that is being advertised, language and imagery are used in adverts to help point out strengths of the product or scheme that’s being advertised. These conventions can influence purchasing decision.

·         Raises awareness in brands or topics of discussion for example 'Think' for alcohol awareness 

·         It can change or adjust an individual’s shopping habits – some products may show statistics of how good the product is. Also, many products include awards they have received example “Most bought washing powder of the year”

·         It can cause word of mouth – some adverts entertain people, this can lead to people passing on the name of the brand or its products.

·         Recognition of a brand or product – products that are entertaining, include catchy slogans and good music.

Task 2 & 3

http://www.youtube.com/watch?v=y3EEIcPkcO4
Music used in the advert: the music they have chosen to use is very upbeat and controlling, by this i mean when you listen to the music in the back ground its make you feel happy and the piano makes you feel confident and when Cheryl is talking each word she says in the opening ten seconds the piano sounds like it goes a note higher, which would make someone watching feel in control and that this could really change their hair. The voice over helps to understand what the product actually does to make your hair look as fantastic as Cheryl's hair. The voice over then lists what it does, which will draw the target audience in more. The music in the background continues to get more upbeat and draw you in more, at the end when Cheryl say's "Come on Girls" she is making direct communication with the target audience which will also draw them in more to buying the product. I think overall the soundtrack they have used has worked well it happy, upbeat and would make someone feel confident listening to it.


Visual: Straight away by having Cheryl Cole in the advert it attracts a lot more viewers attentions, hers fans, will obviously want to buy the product as she is using it. At the start she says "weak, limp, lifeless" and she looks sad, but then when we introduces the product and says "I have found an answer to our prayers" she smiles, women at home watching are probably relating to having dry hair, so its draws the audience in more when she does say "I have found an answer to our prayers" You than don't have to wait around for even a second, to see what the product looks like. By visually seeing the product it means people know what it looks like so when they go in to the shop they don't have to ask, and also seeing a picture it will stick in their heads. After that the voice over explains the product with Cheryl Cole showing off her hair, people will be drawn in, on how amazing her hair looks and want to look like her, so by showing her after using the product more people are going to want to buy it. They then show the 5 things it does, and by saying what it targets in bullet points it keeps the audiences attention, if you start telling a story people are going to change the channel, but they are very quick and keep the audiences attention. Cheryl Cole then says how the product has done what they have just previously said it does, which makes the audience believe it actually does work. At the end they flash the product one more time so you remember what it looks like and then it finishes with Cheryl Cole.
 I think the advert is good as it has a massive style icon in it, which i said previously will draw more people in and its quick but does draw you in a lot to buy it. I think the visuals and vocals work well together in promoting the product, when Cheryl is showing off her hair the voice over is saying what the product does and when she is speaking her hair looks beautiful so draws more people in, they also flash the product so people cant forget what it looks like

Form	the form is narrative and over the top.
Style	The advert is dramatic, your drawn in straight away by Cherly' beautiful hair, and the advert has a quick pace and throws information at you quickly and with in 0.29 seconds you want the product as Cheryl Cole is using it and you know what the product is and what it does.
codes and conventions	Shot: medium shots, long shots, close ups. Lighting: bright, you emphasise the hair more Sound: upbeat mellow music, with Cheryl cole voice over.
Computer graphics	They show how the shampoo helps split ended dry hair to become healthy.
Techniques	Solution to a problem, as the advert shows you how you can make your hair healthy. Self-perception, social position. As cheryl cole is in the advert it may encourage you to buy the product nows this is celebrity endorsement. Its all so very persuasive as by having Cheryl's beautiful long hair in the advert it leads you to think your hair will be as beautiful as hers if you use it. By having Cheryl in the advert it is automatically very persuasive as people will want to buy the product just because Cheryl Cole is using it.
Characteristics of products or services	benefits offered;  advantages over other similar products; unique selling proposition (USP); "makes your have stronger" and shows this in the advert lifestyle appeal; makes you think you will have beautiful healthy hair like Cheryl Cole.   brand identity: "its because your worth it"
Regulation	Advertising Standards Authority (ASA); Ofcom

http://www.youtube.com/watch?v=qfT7ewMchRY

Soundtrack for advert: The advert starts with Myleene Klass playing the piano, this is the soundtrack for the entire advert which lasts 0.28 seconds. The song she is playing is dramatic and confidently played, similar to what the product does. The product is dramatic, by this they want you to think this product can change your life, the point that the music is confident and up beat says a lot for the product, the piano is building up to show you this amazing product that they want you to think you cant live without, and 0.19 seconds a voiceover says:"Full Volume and a healthy looking body perfectly demonstrated by Myleene Klass." Then Myleen says: "And by Pantene". By having not a lot of voice over it doesn't encourage you to buy it as you don't know much about or what it does, Myleene does not say a lot so doesn't really draw you in to wanting to buy it, for example if you were blind and you heart this you wouldn't even know what the advert was bout until the last second. However the piano is played beautifully so could attract audiences you wouldn't think they would in the first place.

Visual: The first thing you see it the Pantene logo on the screen so straight away you know it is about a hair product, which if anyone is looking for a new hair product will grab their attention straight away, soon after you realise who is playing the piano and this will straight away draw her fans and people who are interested in her. There is a lot of emphasise on her hair, it looks beautiful so straight away people are thinking what is this amazing product she is using to make her hair look like this so they are completely glued to the screen, there is no voice over so there is a lot of suspense, "Full volume" then flashes on the screen, so it gives you a big clue to what the product does. The advert ends with Myleene smiling, but then shows you what the product looks like, so that will stick in your head and you know what the product looks like. The advert overall is not the best, it doesn't sell the product to you at all and doesn't even tell you what its about, if i remembered anything from the advert it would be the beautiful piano playing, and i shouldn't, I should remember the product.

Form	Narrative
Style	Dramatic by this i mean the music is powerful and makes a bold statement, it draws the viewer in as the music played is so beautiful and the hair you see it dramatic, its long, shiny and has volume, what every girl stereo-typically wants.
codes and conventions	medium shots and close up to show how healthy looking hair is. Lighting is bright so the dark hair would be emphasized against the white back ground. Myleene Klass is playing piano with voice over.
Computer graphics	special effects of piano keys moving up and down with writing saying "full volume" as the keys on the piano go up.
Techniques	solution to a problem: making your hair more healthy Self-perception: you could have hair like that if you used the product. Celebrity endorsement: you will want hair like a celebrity.
Characteristics of products or services	benefits offered; that your hair will have more volume selling proposition (USP); have have healthy hair like myleen klass.
Regulation	Advertising Standards Authority (ASA); Ofcom

http://www.youtube.com/watch?v=dyZDD0yccQI

Cannot understand the voice over, so don't know what they are saying. But the soundtrack is almost dreamy, but i can't understand why for a hair advert you would want to give this effect,   you visual does not really give much away that it is about a hair product. The GHD logo is not seen right till the very end, i don't think it is a very good advert for selling a product as you don't really know what it going on. 

Form	narrative
Style	surreal, the advert music and visual is very dreamy and makes me think is it based on a fairy tale setting.
codes and conventions	Camera angle shot: medium,close and long shot all to emphasize how nice the persona hair is. lighting is dark to make the girls seem more attractive sound, voice over talking about the hair. music: soft mellow music.
Computer graphics	Special effects (SFX)
Techniques	Hidden and overt messages; emotional responses or association, eg solution to a problem, fear, concern, compassion, self-perception, social position; celebrity endorsement
Characteristics of products or services	benefits offered; advantages over other similar products; unique selling proposition (USP); lifestyle appeal; brand identity
Regulation	Advertising Standards Authority (ASA); Ofcom

Task 4

http://www.youtube.com/watch?v=dKPwRth_HaM

The RSPCA Advert

This advert makes pressures us in to giving away our money to help people or animals that are less fortunate then us.

The Ikea Advert

This advert promotes a better way of life for us and also makes us want to buy stuff.