Planning the adverts (U20: P2,P3, M2, D1)
Learning Outcome 2 (U20) Be able to plan a cross media advertising campaign to a client brief.
(P2 U20) Create a plan for a cross media advertising campaign in response to a client brief
(Completed as part of a group with Matti)
Plan for video:
For our video we had the idea to use the theme of crazy science. Telling a story using a scientist as the main protagonist to promote the sale of Phizzwizzard. We thought this lighthearted approach would humour our target audiences, as our retro target audience are 30-somethings who supposedly grew up watching Back To The Future and so will find the video reminiscent. Similarly, our major audience are 13-18 and so they will find the style of our video funny and appealing. If our major audience find the video appealing they will be more likely to share the video on different social media platforms.
The video will begin with our actor walking down an empty school hallway and into a science lab. As the scientist enters the science lab, there is no sound to the video, but as the video continues the mood changes from dark and gloomy, to upbeat and happy. Viewers will see the scientist creating an experiment that will eventually turn out to be the creation of PhizzWizzard. The video will also feature a showreel of stills taken during the production phase to keep the old fashioned style relevant to the video. We will use a variety of angles to shoot the video - mainly tracking shots and mid shots to make the audience feel more immersed in the video. The actor will be dressed as a teacher throughout the first few scenes of the video, and then will change into a dysfunctional, messy scientist will crazy hair. Similarly the entire video will be sped up to make it more unpredictable and humorous.
Plan for magazine advert:
For the magazine advert, it will be an A4 size, using a colour scheme of different shades of pink. Doing this will help us to keep synergy throughout the campaign and increase our brand awareness. Similarly, these are the same colours included in the PhizzWizzard logo. We will include a still shot from our video advert including the actor so that viewers can recognise him.
The magazine will also include our slogan across the centre of the page, the price in the top right corner, as well as the company logo and social media handles in the bottom right corner. The main image will also include strawberry laces and red liquid to hint at the flavour of the drink the advert is selling. Using this idea will draw consumers into the advert because of the bold and bright fonts almost forcing them to read it.
Plan for billboard advert:
For our billboard advert we will need to use the space carefully, in order to best advertise our product. We are going to feature a PhizzWizzard can on the far left of the billboard exploding red liquid, strawberries and strawberry laces across the page. Including this will tell consumers the flavour of the drink and the main ingredients.
The campaign slogan will also be included across the top of the page in big, bold writing so that consumers can read the it whilst passing by. Having a catchy slogan will help audiences to remember the drink, increasing our brand awareness.
The bold and bright colour scheme will make sure our billboard stands out and is eye catching to people passing by - whether that be walking or driving. The colour scheme will also help consumers to relate our other adverts to the same campaign - PhizzWizzard. By making sure our theme follows relevant codes and conventions for a magazine advert will help increase our brand awareness and will help people recognise PhizzWizzard - creating synergy and giving us a clear brand.
Plan for social media advert:
For our social media advert we decided to create a simple collection of posters featuring people dressed as a crazy scientist, from different backgrounds and orientations to show that our brand is inclusive and accepting. Doing this will increase our brand awareness and make it more popular in communities, such as LGBT. Each poster will have a pink background and the actor will be holding a PhizzWizzard can or drinking the drink. Keeping it simple makes it more effective. Similarly, each poster will also include the campaign slogan in the bottom right. Similarly, in the caption of each post will be a # so that people can share the image, as well as pictures of them drinking PhizzWizzard using the #. Creating a # collates all images related to PhizzWizzard into one place. By creating a social media advert it will attract our main target audience as they are more present on social media and will share the adverts around creating more brand awareness and creating synergy. If the drink gets trending, more people will be more likely to purchase the drink to find out what all the hype is about surrounding the drink.
Mood board:
The mood board is showing different competitor adverts that we used to find inspiration for our own drink advert. They are all popular, well established brands that have a large consumer audience, if we were to take successful conventions from these brands and use them in our campaign it would ensure that our Phizzwizzard campaign would become popular and raise our brand awareness. Similarly, it would also put us in good competition with other popular brands because our target audience are consumers of most fizzy drinks.
Production schedule:
M2 (U20): Justify the choice of planned components by targeted media sector.
We have chosen to do our advertising campaign in the form of 4 different advertising forms. We chose a magazine advert, a video advert, a billboard advert and a social media advert.
For our video advert we chose to use the theme of crazy science because we wanted to take a unique and lighthearted approach towards advertising a fizzy drink. Similarly, our retro target audience are 30-something years old, they grew up watching Back To The Future - and our video is reminiscent of this film. I feel like a video advert is the most effective method of advertising because it gives a visual image of the product you are advertising, it also makes it easier to get your point across. In order to target our major audience the video will be broadcasted on various social media platforms because they use these platforms daily, and hopefully our main target audience will share the video and hopefully get it trending. This increases our campaign awareness and brand awareness within different age and social groups around the world. We are following the our brief and what they explicitly asked us to create, as well as the relevant codes and conventions of a video advert. At the end of the video, we will ensure to include a title page including the business name so that consumers know where the product comes from, it will also include our company slogan so that the advert is memorable and catchy. The brief also asks that we aim the advert campaign at two audiences - a major audience of 13-18 year olds, and a retro audience of 30-somethings which we have actively met by using a theme that is reminiscent of Back To The Future, and also by making the video accessible on various social media platforms.
For our magazine advert we chose to make the scientist from our video the main focus of the advert. This is because we wanted to continue the lighthearted, comical approach to advertising the drink. We will also include a catchy slogan so that our brand awareness can be increased. In order to link this advert to our brief we will ensure to make it vibrant and eye-catching as well as comical so that it appeals to all our target audiences. By linking the magazine advert to our video advert, it will enhance our chances of being recognised globally, especially because our video will be available on YouTube and various social media platforms. If consumers recognise our branding it will draw more attention to our products and increase our finances. This is more aimed at our major target audience because they are more present on social media. The brief also states that we must create a magazine cover including relevant codes and conventions of a successful magazine advert - such as being A4 and portrait. We made our magazine advert A4 with a pink background, including strawberries, and strawberry laces to show consumers the flavour of the drink. It also featured the price and name of the company who produced it, so that consumers know where the drink is coming from. We will price the drink relevantly and ensure that it is affordable even though the brief doesn't specify a price.
For our billboard advert we chose to have a PhizzWizzard can on the far left of the page, exploding pink liquid to symbolise the flavour, colour of the drink. The reason for using bright colours is to make it more eye catching to passers by and also makes sure they can remember it. This also creates brand awareness and synergy because consumers will be able to relate the billboard back to our other adverts. Similarly, we will also include the Carter soft drinks logo in the bottom right corner of the billboard so that consumers know who makes the product.
For our social media advert we will make a collection of simple adverts using the same colour schemes and designs as our other adverts. It will have a pink background with someone dressed as a crazy scientist in the centre of the page surrounded by the same setting as our video advert. We will also include bubbles and strawberries around the page to instigate the flavour of the drink. The # will be included in the caption of each photo. Similarly, the Carter soft drinks logo will be included in the bottom left of the image so that consumers know where the drink comes from. This links to our brief because 13-18 year olds are present on social media, and use social media everyday, so they are likely to view the adverts.
D1 (U20): Discuss the legal and ethical constraints within the planned campaign.
Legal and ethical constraints
Legal issues:
Copyright: Using other peoples work and claiming it as your own is against the law. An example of this could be using someone else's music in the background of an advert without their permission. In order to avoid this you must get written consent from the person who owns the material. If this is not done, your company could be at risk of being sued by the artist, leaving you bankrupt. In order to ensure this does not happen, I will make sure the relevant documents are signed, giving permission to use the material, and digital copies are made. Similarly, as we are using 'Magic Carpet Ride' by Steppenwolf we will need to seek permission of use to avoid any liability according to the Copyright, Designs and Patents Act 1988. This clearly states that the artist works the right to control the ways in which their material may be used, and they who authored the work, exclusively owns the rights.
Minors: The use of under 18s without consent from a parent/guardian is illegal. This is because they are still a child and cannot be responsible for themselves, nor can they give consent. As we are not including any minors in our production we do not have to do this, however, we are filming in a school so we need to be weary of the fact that children could walk into the background of our shot without giving consent. This could put the children in danger, and our company at risk of being sued. So in order to overcome this, we will ensure all filming areas are blocked off and not accessible to any minors. We will also film during lesson times as children are not allowed out of class during this time.
False advertising: Misleading consumers by advertising false information is against the law in the UK. An example of this would be including unproven information as a method to sell your product, such as Activia Yoghurt claiming their yoghurts had nutritional benefits that no other yoghurts had, when actually it was made from sugar. In order to overcome this, we will feature an image true to size on each of our adverts and make sure all the information included is also true and honest to our company. If we did not do this, we could face complaints by the public via the Advertising Standards Authority (ASA).
Privacy: Everyone included/on camera in the advert production will need to sign a talent consent form stating that they consent to being on camera and they will not take legal action if they are featured. This is done as a cautionary process because if you film some people who do not want to be on camera, it can put your company at risk of being sued for breeching their privacy. To overcome this, we will insure that any personal information is only accessible to those who have highly important roles in the production.
Ethical issues:
Swearing: Our major target audience is 13-18 and impressionable, we don't want to encourage any inappropriate behaviour because this will look poor on our company. To ensure there is no swearing we will make sure the music used is clean.
Racism: We will ensure that our video does not include any racist comments or content because we want our product to show that anyone can consume our drink. For our social media adverts in future, we will use various different actors from different ethnic backgrounds to reiterate our message about inclusivity.
Homophobia: There will be nothing homophobic about our advert. We will promote the message of inclusivity through our social media adverts, and make sure no one feels offended by them.
Promoting unhealthy products: As our major target audience is 13-18 year olds, they will be drawn to the advert because of the vibrant colours used in the advert, and because the product is a sugary, fizzy drink. In the small print of our adverts we will need to include the ingredients of the drink so that consumers are aware of its unhealthy qualities.
Contravening any of these legal and ethical issues could result in our video being banned by the Advertising Standards Authority (ASA), taking away our entire campaign, and the right to promote the product again. If this happens the company could be at risk of being sued, and the entire company could end up bankrupt. Similarly, the company could be blacklisted from the industry and never be allowed to create/advertise any new products.
P3 (U20): Create a pre-production plan for the media components in the planned advertising campaign.
Advert conventions:
This billboard advert by Mountain Dew clearly meets the normal advert conventions. It clearly shows exactly what they are advertising, shown through the colour schemes and designs chosen.
Another convention that Mountain Dew abides to is the use of their slogan. The slogan is bold and stands out against the white background of the billboard. Similarly, as the slogan is short, and is a play on words from the drink name, it will be easy for consumers to remember. Creating a slogan will allow Mountain Dew's brand awareness to increase, and will help to create synergy for the brand.
Moreover, making an image of the drink the focus of the advert shows consumers exactly what is being advertised, and makes sure to avoid any false advertisement. This is a necessary convention because it can help the company to avoid any legal issues surrounding the product.
When producing a magazine advert, companies need to abide by certain conventions in order to make the advert stand out amongst the others. The advert also needs to be bold and eye-catching to consumers.
In the Coca Cola advert, they have used bold, white text against a dark red background, which almost pulls the reader in, even if they are passively reading, they will remember the slogan.
Synergy will automatically be created when a company is trying to create branding by using the same colour schemes and slogan throughout the advertising campaign. This is because, the more consumers see the slogan, matched with the colour scheme and brand name across all forms of advertising, the more they will remember the product.
Similarly, including a clear and bold image of the product being advertised is a common convention used in all forms of advertising because it is successful and establishes the exact product the company is trying to promote/sell.
For TV adverts, there are also conventions to follow in order to be successful.
Competitors adverts:
As our product is a fizzy drink, there are many competitor brands available on the market that we need to be aware of. These competitors are extremely well established and have been known globally for many years, this means their advertising methods are extremely successful and they already have a pool of loyal customers. Therefore, in order for our campaign to be even more successful we would need to adapt what these companies have done to fit our requirements.
Coca Cola presented a good use of simple conventions, with a very simplistic billboard. Keeping the colour scheme simple with one colour, relating to the product being advertised and including the campaign slogan.
This type of billboard has been proven to be extremely successful due to the simplicity of it. Billboards are often placed on road sides, so keeping the advert simple, is key to making it successful. If the billboard is too chaotic it will take too long for passers by to pick up on the key information. However, if only the key information is placed on the billboard, consumers are more likely to pick up on it, and remember the information too.
The white slogan across the centre of the billboard against the red background helps passers by to read the board from a distance. This ensures that every possible person passing by has a chance to read the billboard, especially the slogan because it is the only form of writing in the advert. Similarly, as the slogan is the only piece of text on the advert, this also suggests to passers by/consumers that the slogan is the most important part and is what Coca Cola want people to remember the most.
Another advert competitor is Fanta. They are one of the most popular fizzy drinks brands, and one of the original sub-brands created by Coca Cola. It is marketed globally, selling more than 100 flavours of Fanta. As they are known worldwide, they would have an extremely well-established pool of loyal consumers and a very successful method of advertising. They also use seasonal holidays to further advertise their products and gain more customers, for example, during halloween season Fanta will put out themed adverts.
Similarly, as Phizzwizzard does not have this kind of exposure yet, we would need to ensure that we are able to create adverts of a higher standard whilst also being on a lower budget to our competitors, such as Fanta. To further overcome this issue we will create a simple, yet effective billboard and magazine advert to begin the advertising campaign for our brand, this will also begin our brand awareness and hopefully start to bring in customers so that we can gain more popularity, and hopefully become as successful as Fanta and Coca Cola.
Treatments:
Video advert:
Our video begins with our actor walking down an empty school hallway, and into a science lab. The overall theme of the video is crazy science. As the music begins, the scientist starts writing equations on a board. The music begins to increase in volume, whilst the video increases in speed, this is to signify that he's got an epiphany - which is PhizzWizzard. This style of film will attract our major audience of 13-18 year olds because it is lighthearted and funny. It will also attract our retro audience of 30-somethings because they grew up watching Back To The Future, and this video is reminiscent of that.
Billboard advert:
For our billboard advert, we decided to place the can on the side of the billboard, with the slogan on the right. This was because from research of our competitor billboard adverts, we found the most successful to be simple, yet bold. Due to fact that viewers don't have an abundance of time to read the information on a billboard, its best to keep them simple. The colour schemes for our billboard will be the same as the ones used for the title page in the video advert, and in the magazine and social media advert - to keep the synergy for our brand strong. This billboard will attract people, due to its bold and bright design, making sure consumer can clearly see what we are advertising.
Magazine advert:
Our magazine advert will be similar to our video advert. This creates synergy and connects each of our different adverts together, making our brand more recognisable and expanding our brand awareness. We chose to take a scene from our video advert and place it on an A4 page with the slogan across the centre of the page. Placing the slogan on the magazine advert, as well as the billboard, video and social media will give consumers something to relate back to and force them to remember it. Similarly, the bold contrast of the colours will stand out against the other adverts in the magazine, forcing consumers to read the advert.
Social media advert:
Our social media will be a collection of simple images with pink backgrounds, featuring people of different ethnic backgrounds dressed up as crazy scientists. This will appeal to both our major audience of 13-18 year olds and our retro audience of 30-somethings. This type of advert shows support to modern day inclusivity.
Pre-production schedule:
Storyboard:
Risk assessment:
Location recce:
JCoSS,
Castlewood Road
New Barnet
EN4 9GE
Our video will be filmed here because our actor works at this location, which means our actor doesn't need to travel to any filming locations. This is really convention, and also means filming time can be based around his schedule. Similarly, as we also attend this school, all the filming locations are easily accessible to us. If we need to consult with our actor over any filming issues this can also be easily done because we do not require any travel time.
Potential problems:
As we are filming around a school, a potential problem could be people finding their way into the background of a shot, which means we would have to re-shoot those scenes because they may not want to be in the advert, and we don't have their consent. Similarly, this would stall our filming schedule and leave us liable for legal issues.
Another potential problem could be that our actor's schedule doesn't match up to our schedule because he works as a teacher so he may be teaching during this time. This would lead to filming a large amount of scenes in a condensed amount of time making the production process rushed. This would affect the final product as we would only have a small amount of footage to work with, without reshooting any, meaning our final product wouldn't be at the high standard that we were working towards.
As our entire video will be filmed in a classroom, a potential problem could be that no classrooms are free at the same time that our actor is free. This could delay our production because we would have to find another classroom, or another time to use the classroom that would fit in to our actors schedule.
How to overcome it:
To overcome the potential problem of people walking into the background of our shots, we will make sure to block off the areas in use. Similarly, we will also put up signs outside the classroom so that people know why they cannot use these areas. By doing this, it informs people as to why the area is blocked off and ensures that no one tries to enter out of curiosity.
As our teacher has a busy schedule, we will meet with him prior to filming in order to find out the best time that he can film. By doing this is also means we can plan ahead for the exact camera shots we want to film so that we have everything in case we have a time limit on the amount of filming hours.
Finally, because we are filming in a school, the areas we want to film in won't be available all the time. To overcome this, we will need to check when each classroom is available so that our production process isn't delayed, and the filming set isn't compromised.
Talent Consent form:
Location release form:
Visualisation diagrams:
Magazine:
Billboard:
(P2 U20) Create a plan for a cross media advertising campaign in response to a client brief
(Completed as part of a group with Matti)
Plan for video:
For our video we had the idea to use the theme of crazy science. Telling a story using a scientist as the main protagonist to promote the sale of Phizzwizzard. We thought this lighthearted approach would humour our target audiences, as our retro target audience are 30-somethings who supposedly grew up watching Back To The Future and so will find the video reminiscent. Similarly, our major audience are 13-18 and so they will find the style of our video funny and appealing. If our major audience find the video appealing they will be more likely to share the video on different social media platforms.
The video will begin with our actor walking down an empty school hallway and into a science lab. As the scientist enters the science lab, there is no sound to the video, but as the video continues the mood changes from dark and gloomy, to upbeat and happy. Viewers will see the scientist creating an experiment that will eventually turn out to be the creation of PhizzWizzard. The video will also feature a showreel of stills taken during the production phase to keep the old fashioned style relevant to the video. We will use a variety of angles to shoot the video - mainly tracking shots and mid shots to make the audience feel more immersed in the video. The actor will be dressed as a teacher throughout the first few scenes of the video, and then will change into a dysfunctional, messy scientist will crazy hair. Similarly the entire video will be sped up to make it more unpredictable and humorous.
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| Source: Google |
For the magazine advert, it will be an A4 size, using a colour scheme of different shades of pink. Doing this will help us to keep synergy throughout the campaign and increase our brand awareness. Similarly, these are the same colours included in the PhizzWizzard logo. We will include a still shot from our video advert including the actor so that viewers can recognise him.
The magazine will also include our slogan across the centre of the page, the price in the top right corner, as well as the company logo and social media handles in the bottom right corner. The main image will also include strawberry laces and red liquid to hint at the flavour of the drink the advert is selling. Using this idea will draw consumers into the advert because of the bold and bright fonts almost forcing them to read it.
Plan for billboard advert:
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| Source: Google |
The campaign slogan will also be included across the top of the page in big, bold writing so that consumers can read the it whilst passing by. Having a catchy slogan will help audiences to remember the drink, increasing our brand awareness.
The bold and bright colour scheme will make sure our billboard stands out and is eye catching to people passing by - whether that be walking or driving. The colour scheme will also help consumers to relate our other adverts to the same campaign - PhizzWizzard. By making sure our theme follows relevant codes and conventions for a magazine advert will help increase our brand awareness and will help people recognise PhizzWizzard - creating synergy and giving us a clear brand.
Plan for social media advert:
For our social media advert we decided to create a simple collection of posters featuring people dressed as a crazy scientist, from different backgrounds and orientations to show that our brand is inclusive and accepting. Doing this will increase our brand awareness and make it more popular in communities, such as LGBT. Each poster will have a pink background and the actor will be holding a PhizzWizzard can or drinking the drink. Keeping it simple makes it more effective. Similarly, each poster will also include the campaign slogan in the bottom right. Similarly, in the caption of each post will be a # so that people can share the image, as well as pictures of them drinking PhizzWizzard using the #. Creating a # collates all images related to PhizzWizzard into one place. By creating a social media advert it will attract our main target audience as they are more present on social media and will share the adverts around creating more brand awareness and creating synergy. If the drink gets trending, more people will be more likely to purchase the drink to find out what all the hype is about surrounding the drink.
Mood board:
The mood board is showing different competitor adverts that we used to find inspiration for our own drink advert. They are all popular, well established brands that have a large consumer audience, if we were to take successful conventions from these brands and use them in our campaign it would ensure that our Phizzwizzard campaign would become popular and raise our brand awareness. Similarly, it would also put us in good competition with other popular brands because our target audience are consumers of most fizzy drinks.
Production schedule:
M2 (U20): Justify the choice of planned components by targeted media sector.
We have chosen to do our advertising campaign in the form of 4 different advertising forms. We chose a magazine advert, a video advert, a billboard advert and a social media advert.
For our video advert we chose to use the theme of crazy science because we wanted to take a unique and lighthearted approach towards advertising a fizzy drink. Similarly, our retro target audience are 30-something years old, they grew up watching Back To The Future - and our video is reminiscent of this film. I feel like a video advert is the most effective method of advertising because it gives a visual image of the product you are advertising, it also makes it easier to get your point across. In order to target our major audience the video will be broadcasted on various social media platforms because they use these platforms daily, and hopefully our main target audience will share the video and hopefully get it trending. This increases our campaign awareness and brand awareness within different age and social groups around the world. We are following the our brief and what they explicitly asked us to create, as well as the relevant codes and conventions of a video advert. At the end of the video, we will ensure to include a title page including the business name so that consumers know where the product comes from, it will also include our company slogan so that the advert is memorable and catchy. The brief also asks that we aim the advert campaign at two audiences - a major audience of 13-18 year olds, and a retro audience of 30-somethings which we have actively met by using a theme that is reminiscent of Back To The Future, and also by making the video accessible on various social media platforms.
For our magazine advert we chose to make the scientist from our video the main focus of the advert. This is because we wanted to continue the lighthearted, comical approach to advertising the drink. We will also include a catchy slogan so that our brand awareness can be increased. In order to link this advert to our brief we will ensure to make it vibrant and eye-catching as well as comical so that it appeals to all our target audiences. By linking the magazine advert to our video advert, it will enhance our chances of being recognised globally, especially because our video will be available on YouTube and various social media platforms. If consumers recognise our branding it will draw more attention to our products and increase our finances. This is more aimed at our major target audience because they are more present on social media. The brief also states that we must create a magazine cover including relevant codes and conventions of a successful magazine advert - such as being A4 and portrait. We made our magazine advert A4 with a pink background, including strawberries, and strawberry laces to show consumers the flavour of the drink. It also featured the price and name of the company who produced it, so that consumers know where the drink is coming from. We will price the drink relevantly and ensure that it is affordable even though the brief doesn't specify a price.
For our billboard advert we chose to have a PhizzWizzard can on the far left of the page, exploding pink liquid to symbolise the flavour, colour of the drink. The reason for using bright colours is to make it more eye catching to passers by and also makes sure they can remember it. This also creates brand awareness and synergy because consumers will be able to relate the billboard back to our other adverts. Similarly, we will also include the Carter soft drinks logo in the bottom right corner of the billboard so that consumers know who makes the product.
For our social media advert we will make a collection of simple adverts using the same colour schemes and designs as our other adverts. It will have a pink background with someone dressed as a crazy scientist in the centre of the page surrounded by the same setting as our video advert. We will also include bubbles and strawberries around the page to instigate the flavour of the drink. The # will be included in the caption of each photo. Similarly, the Carter soft drinks logo will be included in the bottom left of the image so that consumers know where the drink comes from. This links to our brief because 13-18 year olds are present on social media, and use social media everyday, so they are likely to view the adverts.
D1 (U20): Discuss the legal and ethical constraints within the planned campaign.
Legal and ethical constraints
Legal issues:
Copyright: Using other peoples work and claiming it as your own is against the law. An example of this could be using someone else's music in the background of an advert without their permission. In order to avoid this you must get written consent from the person who owns the material. If this is not done, your company could be at risk of being sued by the artist, leaving you bankrupt. In order to ensure this does not happen, I will make sure the relevant documents are signed, giving permission to use the material, and digital copies are made. Similarly, as we are using 'Magic Carpet Ride' by Steppenwolf we will need to seek permission of use to avoid any liability according to the Copyright, Designs and Patents Act 1988. This clearly states that the artist works the right to control the ways in which their material may be used, and they who authored the work, exclusively owns the rights.
Minors: The use of under 18s without consent from a parent/guardian is illegal. This is because they are still a child and cannot be responsible for themselves, nor can they give consent. As we are not including any minors in our production we do not have to do this, however, we are filming in a school so we need to be weary of the fact that children could walk into the background of our shot without giving consent. This could put the children in danger, and our company at risk of being sued. So in order to overcome this, we will ensure all filming areas are blocked off and not accessible to any minors. We will also film during lesson times as children are not allowed out of class during this time.
False advertising: Misleading consumers by advertising false information is against the law in the UK. An example of this would be including unproven information as a method to sell your product, such as Activia Yoghurt claiming their yoghurts had nutritional benefits that no other yoghurts had, when actually it was made from sugar. In order to overcome this, we will feature an image true to size on each of our adverts and make sure all the information included is also true and honest to our company. If we did not do this, we could face complaints by the public via the Advertising Standards Authority (ASA).
Privacy: Everyone included/on camera in the advert production will need to sign a talent consent form stating that they consent to being on camera and they will not take legal action if they are featured. This is done as a cautionary process because if you film some people who do not want to be on camera, it can put your company at risk of being sued for breeching their privacy. To overcome this, we will insure that any personal information is only accessible to those who have highly important roles in the production.
Ethical issues:
Swearing: Our major target audience is 13-18 and impressionable, we don't want to encourage any inappropriate behaviour because this will look poor on our company. To ensure there is no swearing we will make sure the music used is clean.
Racism: We will ensure that our video does not include any racist comments or content because we want our product to show that anyone can consume our drink. For our social media adverts in future, we will use various different actors from different ethnic backgrounds to reiterate our message about inclusivity.
Homophobia: There will be nothing homophobic about our advert. We will promote the message of inclusivity through our social media adverts, and make sure no one feels offended by them.
Promoting unhealthy products: As our major target audience is 13-18 year olds, they will be drawn to the advert because of the vibrant colours used in the advert, and because the product is a sugary, fizzy drink. In the small print of our adverts we will need to include the ingredients of the drink so that consumers are aware of its unhealthy qualities.
Contravening any of these legal and ethical issues could result in our video being banned by the Advertising Standards Authority (ASA), taking away our entire campaign, and the right to promote the product again. If this happens the company could be at risk of being sued, and the entire company could end up bankrupt. Similarly, the company could be blacklisted from the industry and never be allowed to create/advertise any new products.
P3 (U20): Create a pre-production plan for the media components in the planned advertising campaign.
Advert conventions:
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| Source: Google |
This billboard advert by Mountain Dew clearly meets the normal advert conventions. It clearly shows exactly what they are advertising, shown through the colour schemes and designs chosen.
Another convention that Mountain Dew abides to is the use of their slogan. The slogan is bold and stands out against the white background of the billboard. Similarly, as the slogan is short, and is a play on words from the drink name, it will be easy for consumers to remember. Creating a slogan will allow Mountain Dew's brand awareness to increase, and will help to create synergy for the brand.
Moreover, making an image of the drink the focus of the advert shows consumers exactly what is being advertised, and makes sure to avoid any false advertisement. This is a necessary convention because it can help the company to avoid any legal issues surrounding the product.
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| Source: Google |
In the Coca Cola advert, they have used bold, white text against a dark red background, which almost pulls the reader in, even if they are passively reading, they will remember the slogan.
Synergy will automatically be created when a company is trying to create branding by using the same colour schemes and slogan throughout the advertising campaign. This is because, the more consumers see the slogan, matched with the colour scheme and brand name across all forms of advertising, the more they will remember the product.
Similarly, including a clear and bold image of the product being advertised is a common convention used in all forms of advertising because it is successful and establishes the exact product the company is trying to promote/sell.
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| Source: Coca Cola YouTube |
For TV adverts, there are also conventions to follow in order to be successful.
Competitors adverts:
As our product is a fizzy drink, there are many competitor brands available on the market that we need to be aware of. These competitors are extremely well established and have been known globally for many years, this means their advertising methods are extremely successful and they already have a pool of loyal customers. Therefore, in order for our campaign to be even more successful we would need to adapt what these companies have done to fit our requirements.
Coca Cola presented a good use of simple conventions, with a very simplistic billboard. Keeping the colour scheme simple with one colour, relating to the product being advertised and including the campaign slogan.
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| Source: Google |
The white slogan across the centre of the billboard against the red background helps passers by to read the board from a distance. This ensures that every possible person passing by has a chance to read the billboard, especially the slogan because it is the only form of writing in the advert. Similarly, as the slogan is the only piece of text on the advert, this also suggests to passers by/consumers that the slogan is the most important part and is what Coca Cola want people to remember the most.
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| Source: Google |
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| Source: G |
Similarly, as Phizzwizzard does not have this kind of exposure yet, we would need to ensure that we are able to create adverts of a higher standard whilst also being on a lower budget to our competitors, such as Fanta. To further overcome this issue we will create a simple, yet effective billboard and magazine advert to begin the advertising campaign for our brand, this will also begin our brand awareness and hopefully start to bring in customers so that we can gain more popularity, and hopefully become as successful as Fanta and Coca Cola.
Treatments:
Video advert:
Our video begins with our actor walking down an empty school hallway, and into a science lab. The overall theme of the video is crazy science. As the music begins, the scientist starts writing equations on a board. The music begins to increase in volume, whilst the video increases in speed, this is to signify that he's got an epiphany - which is PhizzWizzard. This style of film will attract our major audience of 13-18 year olds because it is lighthearted and funny. It will also attract our retro audience of 30-somethings because they grew up watching Back To The Future, and this video is reminiscent of that.
Billboard advert:
For our billboard advert, we decided to place the can on the side of the billboard, with the slogan on the right. This was because from research of our competitor billboard adverts, we found the most successful to be simple, yet bold. Due to fact that viewers don't have an abundance of time to read the information on a billboard, its best to keep them simple. The colour schemes for our billboard will be the same as the ones used for the title page in the video advert, and in the magazine and social media advert - to keep the synergy for our brand strong. This billboard will attract people, due to its bold and bright design, making sure consumer can clearly see what we are advertising.
Magazine advert:
Our magazine advert will be similar to our video advert. This creates synergy and connects each of our different adverts together, making our brand more recognisable and expanding our brand awareness. We chose to take a scene from our video advert and place it on an A4 page with the slogan across the centre of the page. Placing the slogan on the magazine advert, as well as the billboard, video and social media will give consumers something to relate back to and force them to remember it. Similarly, the bold contrast of the colours will stand out against the other adverts in the magazine, forcing consumers to read the advert.
Social media advert:
Our social media will be a collection of simple images with pink backgrounds, featuring people of different ethnic backgrounds dressed up as crazy scientists. This will appeal to both our major audience of 13-18 year olds and our retro audience of 30-somethings. This type of advert shows support to modern day inclusivity.
Pre-production schedule:
Storyboard:
Risk assessment:
Location recce:
JCoSS,
Castlewood Road
New Barnet
EN4 9GE
Our video will be filmed here because our actor works at this location, which means our actor doesn't need to travel to any filming locations. This is really convention, and also means filming time can be based around his schedule. Similarly, as we also attend this school, all the filming locations are easily accessible to us. If we need to consult with our actor over any filming issues this can also be easily done because we do not require any travel time.
Potential problems:
As we are filming around a school, a potential problem could be people finding their way into the background of a shot, which means we would have to re-shoot those scenes because they may not want to be in the advert, and we don't have their consent. Similarly, this would stall our filming schedule and leave us liable for legal issues.
Another potential problem could be that our actor's schedule doesn't match up to our schedule because he works as a teacher so he may be teaching during this time. This would lead to filming a large amount of scenes in a condensed amount of time making the production process rushed. This would affect the final product as we would only have a small amount of footage to work with, without reshooting any, meaning our final product wouldn't be at the high standard that we were working towards.
As our entire video will be filmed in a classroom, a potential problem could be that no classrooms are free at the same time that our actor is free. This could delay our production because we would have to find another classroom, or another time to use the classroom that would fit in to our actors schedule.
How to overcome it:
To overcome the potential problem of people walking into the background of our shots, we will make sure to block off the areas in use. Similarly, we will also put up signs outside the classroom so that people know why they cannot use these areas. By doing this, it informs people as to why the area is blocked off and ensures that no one tries to enter out of curiosity.
As our teacher has a busy schedule, we will meet with him prior to filming in order to find out the best time that he can film. By doing this is also means we can plan ahead for the exact camera shots we want to film so that we have everything in case we have a time limit on the amount of filming hours.
Finally, because we are filming in a school, the areas we want to film in won't be available all the time. To overcome this, we will need to check when each classroom is available so that our production process isn't delayed, and the filming set isn't compromised.
Talent Consent form:
Location release form:
Shot by shot:
Magazine:
Billboard:
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