Evaluation

Advert Evaluation-

The task we was given was to create an advert for a sports drink for women over 50 years old.

> The name of our brand was called 'Refuel'. 

> The product isn't typically meant for this audience, however, we created this advert so that it would be aimed at older audiences , by using older actors to feature in it.
We tried to sell the product to older audiences by, having an older women playing netball and feeling tired and worn out, however, after she takes a sip of the energy drink 'Refuel', the actor changes into a younger netball player, feeling more energised.

> To create this advert, I worked with Regan, Daisy and Ami, and we all had specific roles in order to produce it. Mine and Daisy's position was to find out some research about the advert; Ami's was creating the logo and also filming as she was the only one who had her own camera; Regan thought of the initial idea and made the plan for the advert. Daisy also played the role of the director, and I gathered most of the probs needed for it.

> We planned our filming, by firstly focusing on the shorter and easier clips, for example we filmed Mrs Cooper first as she is a teacher and has a busy schedule - so we based a lot of the filming around when she was free as well as when we was.

> We initially followed our plan, although we developed more ideas as we were filming which were more suited for the product. We also didn't have enough time to complete our original idea, so we made it more simplistic. This meant that our sequence wasn't as successful as we had hoped for, due to changing ideas slightly and basing them on how much time we had.

>  In hindsight, our different camera angles, movements , shots and quality of the clips were successful in the advert. As well as this, we managed to incorporate everyone in the visual aspect of the advert, which meant we all participated into the acting apart of it.
Although, we were unsuccessful as we spent a lot of time discussing and arranging the advert, rather than filming it- meaning we missed out on a lot of time and were rushed to complete at some points. So if we were given this task again, we would of learnt to spend less time with the organisation and more time with the setting and filming.

> Reflecting on this task, we have learnt good teamwork skills and how to deal and handle everyones different perspectives and opinions on certain situations. Our communication between the group improved as the advert progressed, as at the start of filming there was some miscommunication and confusion of ideas for the advert. As well , within our group we did have to compromise a lot due to facing different hurdles throughout the production.

> In future productions, we have learnt to plan and organise what we are doing a lot quicker, which means dedicating more time with filming and editing. Communication is a vital aspect of advert making, so to now have that knowledge, we should in the future be more able to create a more successful production.

Feedback

Feedback on the presentation →

WWW-・Interesting information
           ・Lots of information 
           ・Detailed 
           ・Lots of detailed content 
           ・Very informative
       
EBI-  ・Could be more visual 
          ・Check facts and sources 
          ・Be more confident 
          ・Dont skim read 
          ・Elaborate on content 

Advert Plan

What is an Advert?

An Advert is an announcement  online, Newspaper, on Television, or on a poster about something such as product, event or job. 

Lucozade Advert 

Mise En scene ⇢

C- The costumes vary from casual, everyday clothing- to sportswear and work attire. To present the moving forward in time, as the years go by. 
L- The lighting is ill- lit throughout the advert, as the weather is always dull, cloudy and dark. Apart from at the end when Anthony Joshua is standing in the boxing ring with hard lighting surrounding him, to highlight the positive outcome. 
A- Anthony Joshua and His mum, are the main focus and characters in the advert, particularly to clarify the bond and connection between them throughout his life and the struggles that they have had to face. 
M- No makeup is used for effect.
P- A main prop used in this, is the monitoring tag that is placed on Anthony's ankle, to commemorate a crime that has just taken place. This is effective as it demonstrates how his life was like before compared to how it is now. 
S- The start of the advert is set in the evening with dark lighting , however towards the end of the advert its set in the day with much brighter lighting. 

Editing ⇢

S- Anthony Joshua gets the most screen time as he is the main focus throughout showing him growing up. 
T- The transitions are smooth and quick, commemorating the fast pace of the advert. 

O- The advert is in chronological order, from Anthony being a toddler to being a teenager and then an adult, showing the stages of his growth to what he has become today. 

P- The pace at the start is slow as he is a baby with not much movement- however as he gets older the faster the pace is, as he grows and starts to run and play football. 

S- There isn't any special effects used in this advert.

Sound ⇢

M- The music at the start is quite mellow and calm, however, switches to  motivational music when he is beginning to play sport which builds tension throughout, highlighting Anthony struggling throughout his life, and him overcoming it . 

C-The music is parallel,as it matches the characters feelings of being motivated, as-well as the fast pace which then   advert is moving, is guided by the quick music. 

D- The music is non-diegetic as it would've been added in the advert after they had filmed it. However, the sound of the motorbikes, sirens and people shouting would all be diegetic as it happened at the time. 
O- When the actor is running playing football, there are screams 
from other people in the background which would've been recorded off screen as you cannot see where they are coming from.  
V-There isn't any voiceovers in the advert.
E- This advert makes you feel relieved and proud of the Anthony Joshua, due to his past of being involved in criminal activity, to then being a world champion boxer- it would inspire people.

D- There isn't any dialogue. Although there is writing at the end which says 'nobody ever moved forward, standing still'- which highlights Lucozadae's slogan 'made to move'. Meaning, the whole advert demonstrates the idea of keep on going and moving forward no matter how many obstacles get in the way. 

Gatorade Advert

Mise En Scene⇢

C- The costumes switch from sportswear to casual clothing- to portray the time moving forward. 
L- The lighting is hard and bright throughout  whilst the character is playing basketball- although when he is walking alone it is dull 
and low, until he drinks the energy drink again, to give him more 
energy.

A-The main characters are famous basketball player Kevin Durant and Dwayne Wade- instantly drawing basketball fans to watch and focus on the product that is being advertised. 

M- There isn't any makeup used for effect. 

P- The main prop would be the energy drink 'Gatorade', which  is drunk throughout by the basketball players to give them more energy and perform much better than they normally would. 

S- Most of the advert was set where the players were playing basketball, although there was scenes where the players were outside or in a gym. 


Editing ⇢  

S- Kevin and Dwayne appear to have the most screen time as they are popular within the public- so people would be drawn to watching it. 
T- The transitions are quick, to highlight the fast pace that the basketball players are moving. 
O- The advert has flashbacks, as the character wakes up from a dream he had about playing a match of basketball. 
P- The pace is quick as the players are in action, moving fast as they play basketball.
S- There isn't any special effects used. 

Sound ⇢

M- The music is very quiet in the background as the sounds of basketball's screeching and bouncing on the floor as well as the panting and heavy breathing of the players working out is a main focus in the advert. However, the music does become louder and faster as the player is about to shoot- creating suspense. 
C- The music is parallel as builds suspension as the player is about shoot.
D- The music is non-diegetic, although, the sound the basketball makes as well as the heavy breathing would be diegetic.  
O- The screams from the crowd is off screen as you cannot see where it is coming from.
V- There isn't any voice overs. 

E- This advert makes you feel energised as it is so fast and action 
packed- it would also make basketball player that watch the advert, want to drink the energy drink as respected and professional players are drinking it.
D-There isn't any dialogue in the advert. 

Refuel Plan

Sports drinks for women over 50

⥤ "Feel young, alive and free!"

⥤ Netball Courts as the setting of the advert.

⥤ Teachers playing netball and become out of breath.

⥤ One teacher takes a sip of 'refuel' and becomes energised and feels much younger. 

⥤ Drink → Close up 

⥤ Slow music to start- progressively gets quicker.

⥤ Teachers wear darker clothes , to show contrast between older and younger.

⥤ Show product by a netball at the end of the advert.

⥤ Light blue, lime green logo- typical energy drink font saying 'Refuel'. 

⥤ Students playing netball - brighter clothing, quicker music and movements.

⥤ Natural lighting (outside)- when teachers are playing darker/dull lighting- However with students have brighter lighting. 

⥤ Ends with Regan's shot. 

⥤ Teachers celebrating in the background (blurred) with the product next to a netball (in focus) - low angle. 

Livingstone and Lunt

Regulation⇒

↳ The idea that there is an underlying struggle in recent UK regulation policy, between the needs to further the interests of citizens ⇢ by offering protection from harmful or offensive material- and the need to further the interests of consumers ⇢ by ensuring choice, value for money, and market competition .

↳  The idea that the increasing power of global media corporations, together with the rise of convergent media technologies and transformations in the production, distribution and marketing of digital media, have placed traditional approaches to media regulation at risk.

Hesmondhalgh

Cultural Industries ⇒


↪ The idea that cultural industry companies aim to minimise risk and maximise audiences through vertical and horizontal integration, by formatting their cultural products (e.g through the stars, genres and serials.)

Vertical Integration- One firm engaged in different parts of production ⇢ Growing raw materials, manufacturing, transporting, marketing and retailing. 

Horizontal Integration- A consolidation of many firms that handle the same part of the production process 

↪ As well as it holding the idea that the largest companies now operate across a number of different cultural industries. 

Curran And Seaton

What Is The Theory? 

→ Newspapers should reflect the interests of an audience, otherwise they will go out of business; they should be liberal and anyone should be able to make one. 

→ The freedom to publish in a free market ensures the press reflects a wide range of opinions and interests in society. 

→ Curran found evidence that media owners interfere  and manipulate newspaper content at the expense of the independence of journalists and editors. 

Advert Remake

Club Bar Advert Remake-

Radio Presentation

Google Slide- Radio Presentation

Industries

➥ 1983

・90% of American media was owned by 50 companies. 

➥ 2011

・The same 90% is controlled by 6 companies. 

These six companies are :

• GE ⇢ Comcast, NBC, Universal Pictures, Focus Pictures. 

• News-corp ⇢ Fox, Wall Street Journal, New York Post. 

• Disney ⇢ABC, ESPN, Pixar, MiraMax, Marvel Studios. 

• ViaCom ⇢ MTV,  Nick Jr, Bet, CMT,  Paramount Pictures. 

• Time Warner ⇢ CNN, HBO, Time, Warner Bros. 

• CBS ⇢ Showtime, Smithsonian Channel, NFL.com, Jeopardy, 60 minutes. 

Advantages of the 6 biggest media companies➟

・Small ideas can be turned into a worldwide success

・Larger Audiences

・More money and a bigger impact.

Disadvantages of the biggest 6 media companies➟

・Money over public interest

・Loss of power and control

・News and messages are so similar - no diversification (telling us what to think)

・Lack of competing views and perspectives. 

The Big Six own↴

・Film    ・Music    ・Internet     ・Online Streaming   ・Sports   ・Television 

↳ ComCast-  Single largest cable provider on earth. 

                   ＄69 billion- Revenue per year 

↳ Disney-  $ 48 billion- Revenue per year 

↳ News Corporation -  Net worth- ＄70 billion

↳ Time Warner-  Net Worth- ＄52 billion

↳ ViaCom-   Net Worth- ＄31 billion

↳ CBS-   Net Worth- ＄29 billion

Who Owns Uk Media?

Rupert Murdoch⇒

・The Sun    ・The Times   ・Guardian    ・Trinity Mirror   ・Telegraph 

⇩

Could Manipulate  the media and tell everyone what to think and believe. 

BBC-   Public Service broadcaster- Interested in the viewers and public, not the advertisers 

Sky -  Huge competition for BBC. 

Netflix, Sky and Amazon-  All becoming huge film company providers. 

Industry

1. Brand identity
   The image a company constructs for itself through the use of logos, slogans and other marketing tools in order to appeal to an audience.
2. Cross-platform
   The appearance of a media text on more than one platform; cross-platform or cross-media advertising is used to market a product like a film on the web, TV and newspapers.
3. Endorsement
   The act of supporting or backing something; celebrity endorsement is often used in advertising to sell a product.
4. Ethos
   The purpose, attitude and beliefs of a person or an organisation.
5. Media Convergence
   When audiences use one platform to consume various types of media texts.
6. Media format
   A media format refers to whether the content is video, audio, print based, or a combination such as a website or video game.
7. Media platform
   A media platform is where a media text is presented; this can be TV, cinema, computer, games console, digital media player, smartphone, tablet, magazine, or newspaper
8. Media text
   Any media product such as a TV programme, film, magazine, video game, newspaper, music track or album created for an audience.
9. Niche audience
   A small, narrow audience interested in a specific topic or theme - the opposite of a mass market audience.
10. Public service broadcasting
    Public service broadcasting is for the benefit of the public and not just for profit or commercial gain; the BBC is a public service broadcaster in the UK.
11. Smartphone
    A mobile phone with a powerful processor that is capable of running applications and accessing the internet.
12. Tablet
    A computer device a little smaller than a laptop but with a built-in touchscreen, usually without a keyboard.

Audience

Audience -

Demographic Profiling ⤵  

 How you define an audience- also how much income you receive.

 Demographics is defined as statistical data about the characteristics of a population, such as the age, gender and income of the people within the population. 

Psychographic Profiling ⤵

⟶Aspirers-   Seek status, materialistic, and orientated about image and appearance. Typically younger people.

⟶Succeeders-  Seek control. Have strong goals , confidence, work ethic, and organisation. Typically higher management and professionals. 

⟶Resigned-   Seeks survival. Interested in past and religion, typically older people. 

⟶Explorers- Seeks discovery, individualism and experience. Value difference and adventure. Typically younger (student).

⟶Strugglers-   Seeks escape. Alienated and disorganised. Few resources beyond physical skills. Buys alcohol, food and lottery tickets. Typically lower demographics. 

⟶Reformers-  Seeks enlightenment. Freedom of restrictions and personal growth. Social awareness and independent judgement, Anti materialistic but aware of good taste. 

Target Audience⤵

A particular group at which a product such as a film or advertisement is aimed.

E.g. for children or adults. 

Niche ⤵

A niche market is the subset of the market on which a specific product is focused.

The market niche defines the product features aimed at satisfying specific market needs, as well as the price range, production quality and the demographics that it is intended to target.