Planning for production

1.Primary Research

Do people like to see celebrities endorsing products?

From this questionnaire I have found out that the majority of people like to see celbrities endorsing products. I will not be able to use this in my advert however this is useful knowledge.

What adverts do people like at the moment?

From this questionnaire I have found out that the majoirty of people like the SMA Baby Milk advert. This information is useful because I can look at the features used and find out why this advert is so popular to see what I need to include.

 

What genres do people find most memorable?

From this questionnaire I have found out that easily the majority of people like comedy adverts. This is something I should try to include in my advert.

Do you like to see adverts with a narrative?

Most people do not like to see a narrative in adverts so I will not use one in my advert.

Do people like to see celebrities in adverts?

Obviously I cannot use a celebrity in my advert however it is clear to me from this that most people like to see celebrities in adverts endorsing products.

Advertising

Helen Hill prefers to see comedy actors in adverts because it makes her remember the advert. She also prefers to see a narrative as she feels that the product can be followed through the course of this products advertising. She likes to seen celebrities in adverts because she feels it makes her want to buy the product and she believes that the celebrities wouldn't lie. Recently, he Cow & Gate advert has caught her eye because she finds the laughing babies funny. However, Helen does not like to see music in adverts as she thinks it makes the song seem annoying. Her favourite adverts at the moment are the programme advertisements on E4.

Billie Town likes to see comedy actors in adverts because it keeps people entertained. She also likes to see a narrative as she also feels it can be followed. She likes to see celebrities in advertisements because it makes her think if she buys this product she can be like them. In the past, the Cadbury's advert has caught her eye because the music keeps her entertained. Billie also likes to hear popular music in adverts. Her favourite advert at the moment is the Dell laptop advert as it's different.

Rhiann Dews also likes to see comedy actors in adverts because it keeps her entertained. She also prefers a narrative in adverts as she feels it makes them easier to follow. She likes to see celebrities in adverts because it makes her feel she can be like them if she buys this product. In the past, the Polo car advert has caught her eye because the dog singing to the music has kept her entertained. She doesn't like to hear music in advert as it annoys her. Her favourite advert
at the moment is the shaver advert as it has lots of popular sporting celebrities in it.

2.Secondary Research

Advertising: Lines of Appeal, Factors of Persuasion

and Target Audiences

In the Honda advert several lines of appeal are used. One of these is dreams and fantasy because I think that this man wishes that he could have all these fancy, expensive vehicles. Another line of appeal used is comedy an humour for instance at the beginning when you see a big man on a small motorbike. One of the factors of persuasion used in this advert is reward power as it suggests that if you buy a Honda car you will feel happy like that. I think that this advert is aimed at Aspirers as it is people who would like to gain status by owning a really nice car.






In the Dell advert one of the lines of appealed used is dreams and fantasy as it suggests that these laptops are made in a fun factory with music playing all the time. Another line of appeal used in this advert is comedy and humour because the song that is used here is humourous as it's catchy and you remember it. One of the factors of persuasion used in the Dell advert is referent power as it shows that if you want to be happy with a new laptop then that is what these laptops are like. This advert is aimed at explorers as it is suggesting that people who buy this laptop will want to discover a new way of working with computers.

3. Mind-Map

4.Proposals

Glastonbury Festival Ad

Our advert will be using more props than the actual actors, using a notice board with more boring coloured posters on which are then covered by a big, colourful Glastonbury poster. A close-up shot will be used mostly so that people's expressions and also the writing of the posters can be seen, two different music beds will be used that can represent the characters feelings. Our target audience for this advert will be mostly teenagers and young adults who are into rock music as Glastonbury is usually a festival for these people. 

Dove Ad

We will use an actor to star in this advertisement. It will be set in the school's sports hall with basketballs being he main prop and a bottle of dove deoderant. A long-shot will be used to show some impressie shots at the hoop sued with the basketball and an establishing shot will be used to open the scene. A constant music bed will be played that has a soft, musical sound to represent how the product will make the woman feel. This means that our target audience will be mostly women.

5.Treatment

I have chosen the Glastonbury Festival idea as my proposal. I believe my advert has the following lines of appeal; rich, luxurious lifestyles, glamorous places, self-importance and pride. All of these line sof appeal are appropriate because Glastonbury Festival has a very strong reputation for hosting many famous ads and is known as being very worth the money for the tickets. I also hope to reflect te line of appeal; rich, luxurious lifestyles by including a "dream scene" where we show what the glamorous paart of the festival.

My advert will have the following factors of persuasion; reward power and I will use this because I think it is the most effective factor of persuasion. My primary target audience will be target audience of parents as I think this could work well for Birthday or Christmas presents.

I will sue the follwoing camera anglesand shots in my advert; close-up, establishing shot. I will use these shots as I think they will make the advert seem more proffessional and appealing.

My advert will include a narrative. It will start with the equilibrium when the character is at school on a normal day. It will then move onto a disruption due to the character realising her life is boring. The advert will end witha resolution, where the character decides that going to Glastonbury will make her life more fun. The ending will have a closed ending, leaving the audience with the feeling that Glastonbury will be really good.

The main characters in my advert will be a teenage girl and also a drummer. I have chosen to represent the characters in this way because it will make the festival-feeling seem more real.

The advert will have many sounds included to support the mages, these include; a music bed and also drums being played. The effect that this sound will have on the audience is that it will help the factor of persuasion, reward power as it will make it seem more apealing. The music bed will be non-diegetic because we wthink it will work best this way.

The characters and images shown in this advet will have the following codes and conventions: posters, flags, music, flashing lights, some actors will be in school uniform.

Finally the advert falls in the following gratification categories; diversion, as shown through the advert as it showing how Glastonbury will be a fun, Summer festival; surveilance, as shown through the advert as it shows how to buy tickets for Glastonbury; personal identity, shown through the advert when the character appears to be relatable.

6.Storyboard

7.Regulation and Control

The ASA is an independant body that regulates advertising, they are funded by the advertising industry and they have the power to request that an advert be changed or to even remove it.

They cover radio advertising, magasine/newspaper advertising, outdoor advertising and television advertising.

If the ASA receive a complaint they will go through the followng steps: firstly they will view the advert and check to see if any codes have been broken, if so they will go into a formal discussion with the advertising companyand request that it is changed. If this is not done then they will form an investigation where the result may be them removing the advertisement.

The ASA have set up a number of codes which all adverts must follow. One example of these is Harm and Offense, "Where the behaviour of animals has been controlled for the purpose and making an advertisement, licencees must not show it without satisfactory evidence that the animals were not killed or caused pain or distress" (from section 6.3). ANother example is children, "adverts must not imply that children will be inferior to others, disloyal or will have let someone down, if they or their family do not use a particular product or service, (from section 7.3.2).

In my advert I will have to consider the code 7.3.2 as it may look that teenagers who do not go to Glastonbury festival have a boring and unsatisfactory lifestyle.

8. Marketing and Promotion

We will show our advert on most major music channels on digital television from 4pm in the afternoon to 10pm at night. These channels include Kerrang, all MTV channels and also VH1. We will also put our advert onto social networking sites such as Facebook and MySpace as they will be able to pin point people who belong to our target audience and then show our advert on their profile, for example a young woman of nineteen, who has joined several groups that relate to music, she will also be single and are usually on Facebook during the evenings. Another website where our advertisement will be shown on is Youtube as this is a very popular website for all audiences including ours. On our advert will will also show our product's website which can be accessed online at www.glastonburymusicfestival.co.uk, here we will also advertise our tickets. The print advertising that we will use will be in different music magazines such as Kerrang and Q as they are the sort of magazines our target audience will read. We will use outdoor advertising too as this is the most noticeable out of all the types of advertising. We will be putting our adverts on the sides of buses and in train stations as these are popular types of transport for our target audience. 
All of these sites and television programmes will appeal to our target audience and will therefore get the most interest and will make our product more successful.