Advertisement one (Dell 'lollipop' ad)
The dell advertisement for laptops immediately stands out from the crowd. Typically an advertisement for new laptops or computers would be plain and sophisticated, using a simple, 4 beat music bed giving a futuristic feel to them. The laptops would be placed in the middle of the screen (usually with the price tag somewhere around the sides) with plain bold colours for the background to bring all focus on to the item itself. However, the dell advert is completely opposite. As well as connecting the laptops with a fun and recognisable tune, the advert incorporates a theme of musical theatre. By doing this Dell are creating a theme for the brand. The up-lifting music and fun, colourful visuals suggests a friendly and approachable company which attracts the demographic audience of students well. We instantly know that the target audience is teens and young adults due to the amount of movement, the fun music bed, the futuristic factory and the bright colours of the product, all of which producing the theme of fantasy. These elements would particular attract the target audience as the theme has become more modern and approachable, thus making the journey of 'buying a laptop' easier and less apprehensive. The sound in the advert is of a famous song called 'lollipop'. The song is used in a 'musical theatre' type of way to present the metaphor that we are in a sweet factory, it follows the theme well and becomes part of dell's way of saying 'we have fun making and producing our laptops for you'. The digetic sound also adds an exciting and enjoyable atmosphere to the advert, giving it the potential to reach out to the younger population aswell. There is only a voice over at the end which tells us what laptop it is and what functions it has to offer. The first thing that the womans voice says is 'treat yourself' this is a good way to attract customers to buy the product aswell as follow on to the sweet mataphor in the advert. The womans voice also seems aproachable and normal therefore would relate to everyone.
Gillian Dyer (Advertising as communication routledge 1988) says that advertisers use 'lines if appeal' inn order to communicate a message to the consumer. The lines of appeal which i notice in this advertisement are dream and fantasy but i also notice some comedy and humour in elements of the song and dancing parts. I believe that these lines of appeal are used because dell want the laptops to seem new, different, and futuristic. The fact that they use a factory with unusual technology and impossible facilities proves dell to be pushing the boundaries of modern technology, not only in the advert itself but also in the product its selling. Using the theory from Hermeren the factors of persuasion in this advertisement would be reward power as the advert shows that by using and buying this product you will have fun, exploring new technology whilst on your new laptop. I believe by doing this, the company is attracting the audience and making them feel that they will get something extra with their purchase therefore attracting more customers.
Young and Rubicam are theorists who suggest that consumors can be catogorised into certain groups; main streamers, aspirers, succeeders, resigned, explorers, strugglers and reformers. In this advertisement i believe it reaches out to the main streamers who seek security, it shows an inexpensive price tag which would highly attract this group and as the majority of customers are main streamers it would be a useful group to reach for. Another group i believe fits into this advertisement would be explorers as they seek discovery. The laptops in the advert are presented as if they were sweets, This metaphor allows the laptops to seem unusual and sensational. Explorers would find this interesting and would seek further into buying the product to explore its technology.
Advertisement 2 (Virgin Atlantic)
The Virgin Atlantic advert is not a typical advert as it begins following a narrative (almost as if we are about to watch a television program). The dull colours used in the clothing and scenery suggest the advert will follow a more serious or sad theme however the sudden close-up on the face of the man indicates a distraction and begins the accent of music. The music begins soft, using string instruments as a hint of red is seen followed by the slow motion image of a woman. The music then becomes faster with a beat. This is effective as the music is used as signifiers for the events in the narrative. This advert employs the theme of excitement, we are suddenly introduced to the attractive, perfect and surreal look of the virgin Atlantic cabin crew which immediatey suggests that a flight with them will be amazing. The camera angles used are highly significant in positioning the status of the crew amongst the 'everyday' people in the airport. Beginning with the close up on the items of red clothing, i believe virgin atlantic want the enigma to entice us into the purpose of the ad (in this case to get us to book a flight with them). As the music hits its peak the shots become more wide and begin to pan, showing the whole crew walking towards an array of photographers. These shots are used to emphasize the importance and beauty of the crew and therefore the company itself.
There is no specific Target audience which i notice however, due to the amount of beautiful women and the handsome man i suggest that the target audience would be aspirers who stride to become like the people in the ad. Following the theory of young and rubicam i also believe that 'strugglers' would be attracted to the advert. This is because they are people who want to escape and with virgin atlantic you can. Although the mainstream consumors are the majority i believe this advert would not particually be attracted to the ad as it seems to be less secure and expensive. The ad's purpose seems to lay more with the growth and strength of the company rather than the sales of flights therefore would attract a limited audience.
The lines of appeal which are followed in the advert would be; rich, luxurious lifestyles, beautiful women, dreams and fantasy and succesful careers. Starting with beautiful women i believe this advert uses this element well, the women are used as not only icons for the company but role models to aspirers. The use of the women makes people want to take a flight with virgin atlantic and also lures people into applying for the job with the company. Men want to be with the women, women want to be like them and children want to grow up like them, therefore the advert aims to reach out to everyone looking for a 'perfect' time. Successful careers is added to attract more employees. The job is seen to be exciting with the colour of red connoting power, fire and importance, we can see the crew all look attractive and happy, thus making for a great job where you will always be happy and powerful. On the other hand we see it from a marketing perspective for flights. The ads purpose is to make people want to take a flight with the company. Through the advert itself i believe that they are trying to make people who take a flight with them special, like they will get the best a cabin crew can offer throughout the flight. I have chosen to believe rich, luxurious lifestyles fits in this advert not because it only attracts the rich, but because the identification of luxury is touched upon. The clean red clothed, un-naturally perfect people in the ad prove to be of a higher class airline therefore with this element they have played on being rich and luxurious. Dreams and fantasy speaks for itself in the advertisement; the young girl near the mid-end looks to aspire to be like the women in the ad, the unreal theme of the dull colours contrasted against the red set for an abnormal and extraordinary company and the music is upbeat and modern as to follow the theme of brilliance.
TASK 2: Making Reference to a range of the narrative structures outlined above, write a detailed analysis of the different narrative structures employed and try to explain why they have been used to help sell the product.
A narrative structure is the ways in which a story is told. By looking through some of them i have found that many relate to the above clip and how it sets to achieve its purpose of selling the product.
linear or sequential/ non-linear or non-sequential:
I believe this line of structure is used in this advert, even though it is not the most obvious. The beginning of the story is the hair being "weak, limp and lifeless", we are immediately entered into the problem and then into the solution. Cheryl Cole (our star vehicle) is faced with a dilemma as she doesn't know what do do about her hair problem. This is then followed by the solution, which is the product being identified. The close up of the product makes the product a symbol of importance in the advert and therefore becomes the purpose of the ad. Finally we end with the glossy, shiny hair of Cheryl's ending the story and therefore the advert itself. All of these elements make for a linear narrative which i think fits in well with a 'domestic' advert.
Realist/anti realist:
The answer here is simple. The advert obviously follows a realist narrative, not just because we are faced with an 'everyday' problem but also with the character Cheryl is portraying. Almost everyone can relate to a realist narrative, or at least understand what they portend making it an ideal narrative to follow when trying to sell a product to a mainstream consumer. The character Cheryl plays is that of a modern, 'normal' woman who is having trouble keeping her hair looking and feeling healthy, following the realist theme i think that the character works well in attracting an audience and making the product one which is trusted and reliable. After all who wouldn't want hair like Cheryl's.
Endings:
The advert does leave us with an ending which closes the narrative adding to the linear structure. Having an ending means that the advert is not left open and we have found out the resolution to our disruption. Endings are particularly used in 'domestic' adverts as we like to see the solution to the problem and how it will all turn out in the end; 1- to feel trust for the product 2- to understand what will happen with the product and 3- to find out the benefits of the product in our lives. This advert does just that, Cheryl finally achieved that hair she longed for from the beginning.
Patterns of narrative:
Patterns of narrative are; Goal- orientated plot, search or investigation, journey and climax. The goal is simple to mark, especially when we know about the type of product, In this advert it is to achieve 'perfect' hair with a easy product. Cheryl here is used to point these out straight away, her first words being "weak, limp, lifeless" prove to identify a problem from the beginning. The search/investigation would be her search to seek help with her hair, this making the journey looking at the product and using it. Finally the climax would be the result of using the product and the elation of Cheryl at the end.
TASK 3: Compare the advert below with two other adverts of your choice and explain which of the above styles they employ. Explain why the styles are used and say how effective you think the adverts are.
By describing the effects of the product and its benefits i would say that the L'Oreal advertisement is a documentary style advert, however i can identify the advert with talking head style also. This mix of styles makes the advert seem more realistic, reaching to the audience directly. The documentary style is usually found in domestic products as it gives us a sense of knowledge on the product before purchasing it. Comparing this advert to the other two i would describe this one as more of a domestic, and fantasy based one because of its elements of animation and mystery. following Hermaren's theory of factors of persuasion I would say that this one follows both expert power and star power. I suggest that these have been used not only to interest the consumers to purchase the product but to also trust the product/brand. If a consumer sees that jennifer Aniston trusts and uses the product then they will want to use and trust the product too. One or both of these factors is used in almost all of the 'domestic' adverts as it is a good way to hook the consumers interest.
On the other hand we have an advert in the style of a series/serial. This advert differs from the L'Oreal advert in the sense that it carries a story line along with each advert. By using this style The advert employs the effect of a television program. compared to the more 'documentary' style advert and the 'animated' advert this advert stands out as it creates a simple plot which we are able to follow. This means that we begin to know the characters and develop a friendly relationship with the brand. By doing this the brand then becomes recognizable to us and we can trust all the products produced. We have become aware of the brand and its quality therefore feel that we can go and purchase the product with confidence, this style is a good way to hook consumers and introduce an approachable, happy atmosphere with the brand.
Incorporating the same theme of joy and happiness, the honda diesel engine advertisement creates a fun and exciting concept on the power of an engine. Using the style of animation the advert appeals to 'happy families' along with the 'successful career' consumers. It does this as it uses animations that both capture and hold the spirit of the world and how we aim to view it. I would direct this advert in the path of aspirers or explorers but the truth is, it aim to all these people; the mainstreamers, the succeeders, the resigned etc. Its humorous elements along with its natural background will attract anyone looking for a 'green' car. People will feel comfortable around the brand and therefore will be able to connect with the brand and its products.
TASK 4: For two of the adverts above, explain how the adverts use the common codes and conventions of advertising.
Beginning with the technical codes, the camera angles which stand out the most in this advertisement would be the array of close ups. These are used to portray the positive emotions from the babies on screen, each close up signifies another happy child thus creating a joyous atmosphere to the advert. I believe these shots are typically used when expressing or pointing out an emotion carried by the advert itself, Therefore in this advert they work well in showing that the babies feel happy when they have had 'cow and gate powdered milk'.
The sound in this is quite simplistic as there is no non-digestic/digestic music of any kind, the only noise we hear is that of the children laughing and the voice over of a female, high-pitched and friendly voice. The simplicity of the sounds could be there to relate to the product; the product is simple and pure, and so is the sound of the advert. Sound is also an important element in considering technical codes as it can change the mood and create an atmosphere to the advert which may change depending on the voice over.
The symbolic codes of this advertisement would include the language, dress and actions of the characters on the screen. The language of the advert is quite formal and precise. This will add for a more technical advert describing the effects of a product and its functions with the consumer. Even with very little words from the voice over we begin to trust her and feel comforted by her voice, possibly because her voice is soft and feminine. No other language is used in the advert however, the laughing from the children could be seen as their opinion on the product itself. The children's dress is quite natural, with earth colours to identify a natural product. The informal clothing allows everyone to identify with the characters meaning that again we are comfortable buying the product.
The advert begins with an establishing shot of a rural surrounding that looks dull and shadowed. As we move on to a tracking shot the car seems to act as a positive disruption bringing the setting to life. The camera angles here are used to continue the positive effects on the 'world' and how the car is environmentally sufficient. The close up of the inside of the car is used to identify the cars outer functions which allow the consumer to feel as if they are in the car driving. Using these angles we are able to follow the car on its journey to the destination of a better world. I believe that they make the advert seem more purposeful and as if we have something to look forward to at the end.
the sound from the advert is non-digestive as none of the characters in that advert are able to hear the noise. It is an up-beat song which sings about the sunshine and a better place. this could signify the purpose of the advert which is to show that the car is environmentally friendly and that we should buy one because it will help for a better future. The sound is non only up-beat but also is a happy and friendly song which (sung by a female) puts us in a good mood and allows us to see the happy side of the brand.
The symbolic codes in the advert will apply only to the setting, language and colours used in the advert which each have a different message to portray. The setting of the advert is in a rural country road which connotes a natural earth feel to the advert. This is then contrasted with the bright colours of the flowers and setting which will connote a exciting and fun atmosphere to the advert. The language however being male and low-pitched creates an open voice which we feel we can trust. One of the lines that is mentioned is 'harmony between man, nature and the machine' The message coming across here would be that everything will be equal if we buy low emission cars like the 'Prius'. It is a good way to attract consumers as we all seek security for the future.
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.Task 6:
Who are the ASA?
Write a paragraph about the Advertising standards authority, describe….
Advertising, being a huge part in the world of media, needs to be checked and secured on a regular basis. This is where the ASA come in. ASA (advertisement standard authority) is an independent regulator for UK advertisements. They aim to make sure consimers can trust a brand or company along with enjoying the advertisement itself. Saying this the company also offer help if a consumer has a complaint, they would be told to e-mail the company describing what offends them so that the ASA can deal with the complaint. It is a simple yet effective way of dealing with the way people look at adverts and how they can affect not only culture but race, gender and age. Some of the codes which apply to all advertisements include:
- Harm and offence- Advertisements must not cause serious or widespread offence against generally accepted moral, social or cultural standards, or offend against public feeling
- Misleading advertisements- No advertisement may directly or by implication mislead about any material fact or characteristic of a product or service
- Political and contraversal issues- No advertisement:
(a) may be inserted by or on behalf of any body whose objects are wholly or mainly of a political nature
(b) may be directed towards any political end
(c) may have any relation to any industrial dispute (with limited exceptions)
Overall the ASA are the most important aspect of making and producing an advertisement, they control what can be done and in what way. Every advert needs to be passed through thr company.
Task 7: Audience classification.Please hyperlink answer for tasks 5 and from your single camera drama unit and explain how this information could be very powerful for advertisers.
Task 7: Audience classification.Please hyperlink answer for tasks 5 and from your single camera drama unit and explain how this information could be very powerful for advertisers.
Task 8: Create a brief for your client covering the main aims of the advertisement.
Client Brief
PROJECT:
T.V advertisement for Pudsey Grangefield School Art Department
Prepared by:
Hannah Hussey and Amy Styran, (Pixital productions)
PGS Marketing and Communications
Mount Pleasant road, Pudsey, Leeds, LS28 7ND
Background / Overview:
Pudsey Grangefield is a successful school and 6-form college
The ad is aimed at upcoming students and their parents.
What is the objective and purpose of the ad?
The advertisement must attract year 9 students to choose GCSE Art at Pudsey Grangefield, it must also attract year 11 students to continue art on to a-level.
Target Audience. Who are we talking to:
The advert is primarily aimed at year 9 and 11 students making choices onto their next years in school. The secondary target audience would be parents of these students as to ensure that the Pudsey Grangefield Art department is the best choice for their children.
What’s the single most important thing to say?
"Dream, Inspire, Create"
What are the supporting rational and emotional ‘reasons to buy?’
PGS is the best performing school in the area, gaining A*-C GCSE results, Art department has scored the most A*'s in 2008 for a-level and GCSE.
Equipment is important in difficult economic times, Pudsey Grangefield art department allows a high range of equipment that is always available and cheap for you to buy.
Details that will assist the creative team:
Possible detail
Consumer insights:
Vox-pops of students saying how great art has been in Pudsey Grangefield.
“The teachers are fantastic and are always there when you need help.”
"I have thoroughly enjoyed taking art through A-level and am now moving on to study it at university."
Description of brand personality:
Learning, Enjoying, Exploring, Developing Skills.
Positioning Taglines:
Your children deserve the best education possible
Let us provide them with the best creative years of their lives.
Creative thought starters:
Your children are our priority
Let us work together to dream, create and explore the possibilities of art.
Response from the client:
The advertisement needs to showcase some of our students producing work they have done. We would like to see our Art department portrayed as a family, there needs to be one specific idea which allows us to view the materials and work produced in our department and we would like you to state some grade achievements from the past couple of years.
Mandatory Details:
Pudsey Grangefield School, Mount Pleasant Road, Pudsey, Leeds,
Task 9: Create a questionnaire consisting of 6-10 questions. Remember the results that you are looking for should help you when you come to plan your TV advert.
Questionnaire for advertisements:
Q1. Do you like to see an advertisement in the style of an animation?
YES/NO
Q2. do you like famous songs/music in an advert?
YES/NO
Q3. What is your preferred genre of animation?
COMEDY ACTION ROMANCE SPORT CHARITY THRILLER
Q4. Do you prefer an advert to follow a narrative?
YES/NO
Q5.Do you prefer an all music advertisement or one with a voice over?
MUSIC VOICE-OVER
Q6.Do you prefer an advert to have soft music or one that consists of powerful and upbeat songs?
SOFT UPBEAT
Q7. Do you like to see celebrities in an advertisement?
YES/NO
Q8.Do you think a tagline is a good asset to an advert?
YES/NO
PART TWO...
Q1. Do you like to see an advertisement in the style of an animation?
Q3. What is your preferred genre of animation?
COMEDY ACTION ROMANCE SPORT CHARITY THRILLER
Q7. Do you like to see celebrities in an advertisement?
YES/NO
Task 10:
Questions asked:
1. Do you like your advertisements to include a narrative? If so, why?
2. How do your favourite recent advertisements appeal to you? What makes them memorable?
3. In our previous questionnaire, we asked whether people would prefer a comical or inspirational style advertisement for the Art Department. The majority of the votes were biased towards inspirational - what makes an advertisement inspirational to you? What would you like the advertisement to include that makes it 'inspirational'?
4. Our target audience for this advertisement are year 7's, year 9's and year 11's. Do you feel that is it appropriate for the advertisers to include these year groups as 'characters' for the advertisement? Why?
5. We are hoping to portray a sense of reward power into our advertisement (meaning the person who takes Art as a subject, gains something in return). What would be your ideal 'reward' for taking Art as a subject, and why?
Task 11: Set up a focus group and document your results. Use you class as the focus group, explain the demographic of the group and pick out some of the more relevant comments and explain how they will help inform your planning. Explain the advantages and disadvantages of running a focus group and how this can effect your results.
The purpose of the focus group was to gain some resourceful information on the opinions of target audiences. It was to achieve an understanding of what people wanted to see from an advertisement and what would appeal to them more. This is an increasingly popular way of presenting the interests of consumers and allows a more personal relationship with the audience. It allows some individuals to enquire knoledge and to gather opinions on the subject matter and allos the producer to gain insight into their feelings toward specific genre. This also has a negative side, which is, the information gathered may vary so much that a mutual agreement on the wants of the audience are not achieved. Also some people may divert from the initial subject and therefore it would be difficult to ensure reliable information. Again an unreliable answer would be made if the group cannot agree on the subject matter. The demographic of the group would be; a leader, and a follower. Some people ould agree on a certain answer because of the leader eho said it.
Task 12:
Taking into consideration the various codes of advertising, the main code that will be brought into concern when creating my advertisement will be Gillian Dyers 'lines of appeal' theory. I believe that her theory is one of the most realistic and important theories to help the producer create an authentic and promoting advertisement, as the theory allows you to sub-categorize and create a theme for your product. The use of sub-categorization could help you in later occurrences when you're wanting to promote your advertisement to a certain target audience, henceforth, creating a well-structured and appealing advert for your specific target range. The lines of appeal I will be looking at are 'art, culture and history', 'successful careers' and 'rich, luxurious lifestyles - aspirational', as each of these lines of appeal relate to my advertisement, and would benefit me whilst creating the product, as it will help me to produce a more definitive and appropriate advertisement for my target audience.
Another theorist that has a relevant concept for the advertisement would be Hermeren's 'factors of persuasion' theory, suggesting that all advertisements have used one of more of the factors to create a persuasive and appealing advertisement, ultimately being the main aim of an advertisement. Reward power would be an appropriate factor that I would take into consideration when making my product, as it gives the target audience a sense of achievement and aspirational pride whilst they are watching my advert for the art department, making them believe that they will gain something from taking this subject (the modern society have a tendency to expect a 'gift' in return for taking part in something, therefore, this would be highly influential when creating my advert, as they will feel like they are gaining something if they take art as a subject).
To ensure that I do not flout any of the theories that I have suggested I will use, I am going to create several storyboards/ideas that cover each theory and their 'rules', allowing my final advertisement for the art department to follow the factors of persuasion and lines of appeal that I am wanting to portray, theoretically, making my finished product aspirational, imaginative and rewarding.
Task 13: What type of programme would your advert be placed between?
My advertisement would not usually be featured on normal television as it has a specific purpose catering for the benefit of my school , however if it were to be placed among other adverts on TV I would suggest for it to be shown on a children's channel, for example: Disney, Nickelodeon and CBBC or teen channels, for example: E4, Channel 4 and Comedy Central. This would be because the target audience I am aiming the advert at are between 11-18 years. Another reason I would do this would be because of the similar adverts shown, furthermore adverts could relate to mine allowing a comfortable place for my ad to be featured. I would also have to take into consideration the times at which I would show my advert, In this case I would show it between 3-4pm when children and teens arrive home from school and generally switch on their favourite channels.
Task 14: Initial Ideas...
Our initial idea for the advertisement for the art department portrays the story of an ambitious young girl (aged 13) who is indecisive about whether to take art as a GCSE qualification.
The beginning shot will be a close up of the young girls head in a talking heads format. You can easily sense the fear and nervous state of mind the young girl is in through her facial expressions, suggesting that she is scared. The camera will then pan around the girls head to produce an establishing shot of what the girl is looking at: a busy, intense art studio with people walking past her with pieces of artwork in their hands. The camera will then take place as the girls point of view, making the audience 'see what the girl sees'. Continuing the POV shot, we will then move forward into the art department (like the girl is walking), until she sits onto a stool, faced with a piece of paper and some colouring pencils. Because we are wanting to show that taking art as a subject is for all genders and races, we are going to incorporate different ethnicities, and have several people (varying in race) draw the same picture of a house, and blend in the camera shots so the result is a house drawn by 10 different people, portraying that each race and gender is welcome and united by drawing the house, symbolising unity.
After the house is drawn, the camera will look up from a worms eye view angle, looking up at the art teacher. The teacher will then say "You have 5 hours to complete your work, the exam has begun" - showing the intense and exciting environment the student will endure in the future.
The camera will then pan down back onto the table the young girl was working on, instead to be faced with a large piece of paper and a paint brush. The girl will confidently pick up the brush and will stroke her brush across the page, raising her brush at the end of the page into the air. The camera will follow the brush movement, and when the brush reaches the table again, the girl will be faced with a certificate of achievement, showing her high grades.
To emphasise the achievement she has gained from taking art at GCSE/A-Level, we are going to have a close up of the certificate, then pan up and change the shot from a POV shot to a mid shot of the girls face, showing her excitement and satisfaction of achieving a high grade. The mid shot will then move backwards into a long shot of her running up the stairs into a room, and zoom back into a close up shot of her face smiling. The camera will then pan around her head (like previously), only this time to reveal her artwork at the Leeds City Art Gallery, showing her sense of achievement and what she has gained from the course.
The characters for this advertisement will consist of a young girl (preferably naive looking and natural without makeup etc), the teacher who gives her the certificate and watches the exam who will be an actual art teacher from Pudsey Grangefield, a teenager aged around 17 for the end of the advertisement where she is in the art gallery (following the natural theme with an artistic look and showing her confidence), and finally several students who are varying in race for the 'house' scene, showing their ethnicity. The teacher will be wearing typical school attire, for example a jumper with a shirt underneath, and have a natural looking complexion. This will then show her superiority and authority the teacher has, as she will look formal compared to the student. The reason for the natural theme is to allow the art to stand out against the natural complexion of the student and teacher, creating a nice juxtaposition and emphasis of the colours used for the drawings. I believe that the use of different ethnicities is an important element for the advertisement to withhold, as it shows the acceptance of races for the subject, and does not produce favouritism to one specific race, and welcomes all backgrounds/ethnicities to the subject.
Task 15:complete a treatment for your advert...
Beginning with a close up on the young girls face contrasted upon a plain white background, I aim to incorperate the theme of innocence and naivity. By doing this I am using the 'childhood' section from Gillian Dyer's theory of 'lines of appeal' creating a nostalgic atmosphere that adults can easily remember and children can easily relate to. The beginning of my advert would be highly significant in producing an initial opinion from the audience therefore I would need to attract them by creating a sense of enigma and suspense leading to the main purpose of the advert. The second thing I would need to consider when producing the advert would be the impact of the music when the action begins, therefore I have decided to use a soft classical music bed containing no lyrics. The reason for this would be to create a 'fansity and dream' element to the advert giving the audience a feeling of joy and surrealism, also to produce a gental and calm background juxtaposed against the pressurized atmosphere in the art environment. Following further the factors of persuasion theory I have considered incorperating referent power into the advert when creating a message of leasure and learning which relates to the values of my target audience.
Moving on, I will continue to use the POV shot into the room focusing on a peice of plain paper on the desk. This will again create a sense of enigma as the audience do not yet know what will happen. At this point I will introduce the voice over, which will be the voice of a girl to connote a gentle and serene mood, it will also be an obtaining way to intise the viewers and welcome them into the advert. Continuing my narrative goal to acheive a well developed student through taking art, i will incorperate the use of different ethnicities through the use of hands. Each hand will continue the drawing of a simple house and develop the picture as the advert increases. The camera angle will be a close up/POV shot to enable a full view of the paper and of the students hands, therefore we are able to see as the students would.
I will then use a panning shot moving into a mid shot as the student looks up to the teacher, the teacher will then say: "right students, you have 5 hours, your time starts, now". At this point the student will look down to the peice of paper through a POV shot producing another close up, this time of a plain peice of paper, the hand will then be holding a paint brush and will glide across the camera (as it does the camera will follow), as the camera comes back down to the table we will see a certificate of the students achievements.
As this is an advert for the art department I would need to consider incorporating the art, culture and history aspect from the 'lines of appeal' theory' therefore this aspect would appear when changing the scene at the end of the advert (when the student is at the Leeds city art gallery).
Task 16:
Before producing the advertisement, I will need to plan what equipment I will be using, the software I will be editing on, what other assets I will need (for example props) and who I will need to help me whilst producing the advert for the art department. Firstly, the equipment I am hoping to use are Flip camera HD's, as their quality is at a high standard and are easily to take out on location and Panasonic DVX-100-B video camera's alongside a tripod with wheels. These specific video recorders have amazing quality, definitive zooming technology and with the support of the tripod, can be used to help the camera crew when they are filming the beginning and end scene where they pan around the girls head. Furthermore, if necessary, I will be using floodlights facing down on the characters to help light the characters face, therefore being able to portray their emotions easier and better. Also, using a lighted background will allow me to signify the happy connotations and feelings I want the audience to see, helping them to notice how happy and welcoming the art department all. Microphones will only be needed when the examiner says "You have 5 hours in your exam, good luck", which we are hoping to pre-record. To do this, we will be using a voice recorder or a Flip camera to record the voice, as each of them have good sound quality, and would be easy to take around the school/the set.
The choice of software is a very important element, as using an intermediate programme could limit us to creating a poorly structured/edited film, therefore not being successful. Because of this, we are wanting to use Final Cut Express Pro, as this software is used in universities and the media industry, therefore, we know that it is trustworthy, at a high standard and will allow us to create a brilliant piece of work if we use the software to its advantage. If we are going to include sound effects in our advertisement such as gasps, the sound of a pencil drawing or someone running up the steps, we will be using a piece of software called Garageband. Garageband has thousands of sound effects, and can also modify the sound to make the voices deeper, high pitched, slower or faster. However, if we are wanting to modify the sounds, we are going to use a software called Audacity, as they also use this software in the media industry and in universities, therefore, we know that it is capable of helping us make our advert at a high standard. Using the more advanced softwares will hopefully help myself and my crew to work at the best of our ability, giving us brilliant effects, transitions and sound effects. The people involved in the making of the advertisement for the art department will vary from the actors to the camera crew, however we will not need any extra help, unless we need people to help with extra cameras or lighting. Our camera crew will consist of preferably 3 cameramen (depending on which scene we are recording) and 2 people helping with the lighting if necessary on the scene. Also, if we decide to record sound, we will also need one person to hold the microphone whilst the actor speaks. A maximum of 6 people will assure that I have enough people on hand to help me when I need assistance, without having too many people on the scene. Props and costumes will not necessarily be a problem, as they are typical things found in the school's art department. We will need the following; paintbrush, 2 pieces of paper, colouring pencils, a certificate of distinction quality and a table. These are extremely easy to find in the art department, therefore it will not be a problem when sorting out of props.
Task 17: Story Board.
Task 18 Production Schedule:
TASK 21: EVALUATION
The purpose of my advertisement
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