Questionnaire to finds how our advert will reach our target audience most effectively. -We preseneted to those involved in the questionnaire brief desciriptions of the 7 categories (Young and Rubicam) and asked them to choose which one they felt they fell under (as they would with age groups).
1.What category do you fit into out of the following? a.The mainstreamer b.The reformer c.The aspirer d.The explorer e.The succeeder f.The resigned g.The struggler
2. What Glasses would you normally buy? (please tick one of the following)
a. Designer Brands
b. Non-Designer brand
3. How much are you willing to pay for a pair of frames? (please tick one of the following)
b. Between £10 and £30
c. Between £31 and £60
d. Between £61 and £90
e. Over £90
4. What is your most desired choice of eyewear? (taking into account prices, please tick one of the following) a. Eye Glasses
b. Contact Lenses
c. Laser eye surgery
5. Ideally, what would you consider to be the best deal? (please tick one of the following)
a. 2 for 1 on glasses b. One pair of glasses with free trial contact lenses for a month c. One pair of glasses plus free glasses for member of family under 16 d. Other- please state
6. Do you base your choice of eyewear on:(please tick one of the following) a. Fashion b.Comfort c. Necessity
Our initial idea was to use an age group for our target market and base the advert around appealing to that particular audience however we have decided against this and instead are going to use one of the categories from Young and Rubicam who devised a system of categorizing people into seven groups; The mainstream, the reformer, the aspirer, the explorer, the succeeder, the resigned and the struggler.. After having researched the seven categories and what they each represent we have decided on 'the Mainstream':
'These are people who live in the world of the domestic and the everyday. A daily routine is fundamental to the way they live their lives. Their life choices are ‘we’ rather than ‘me’. As their name implies, they are the mainstream of society. They are the largest group of people within 4Cs across the world. They respond to big established brands, to ‘family’ brands and to offers of value for money. Their core need in life is for security.'
From this, we can highlight a few elements which we will apply to our target market including 1. Affordable prices (perhaps also with family deals)- as value for money has been noted. 2. Fashion glasses- mainstream keep with popular current trends. 3. Our advert will relate to them- we will create a typical daily routine and lifestyle to work our 'message' around.
Reason for choice of category: they are the largest group of people within 4C's across the world (make up 40% of population) meaning we are reaching to a great number of people and therefore increasing sales because of our advert appealing to a wider audience. We have also found research that corresponds with the 'mainstream' views such as Consumer Reports National Research Centre who surveyed 92,000 eyeglass buyers and found that less than half reported that they were satisfied with the price they had paid for eyewear. Using this secondary research, we have noted the importance of price in selling our product. It is also currently a popular sales technique in the glasses market today to emphasize 'value for money' for example the 2 for 1 offer at Specsavers. As a group, we also have most knowledge on this particular category and therefore it will be most beneficial to us to choose it for our target audience.
Our next task to to think about creating a sponsorship advert, i have conducted some research into some relevant adverts to get an idea how they are put together. The conventions we find will hopefully trigger a starting point for our planning.
In this sponsorship advert for 'Come Dine With Me', you can see how they have made the advert relevant to the TV programme. In the advert it appears a woman is hosting a dinner party for her friends much like the programme. A close up angle is used to show the wine bottle 'Echo Falls' as this is what the focus is on. The women are then shown clinking their glasses and then laughing with a glass of the sponsored wine in their hands. Before the title comes up it is already clear what is being advertised, but it is the title which confirms this. Sponsorship is key to powerful marketing, it increases the appearance of the product trying to be sold and attracts new members of the target audience. With this advert being played every time the programme is about to start it almost becomes part of the show as its memorable to the audience.
Another example where they make the sponsorship advert relevant to what they are sponsoring is the TV programme 'Revenge'. http://vimeo.com/46487225 Again it is wine that is being advertised, however it isn't visually where we see the relation but its the voice over. The woman describes the wine as ' a delicious blend of rich darkness and sophistication' which is personifying the programme. The product that is actually being advertised doesn't have any relationship with the programme its the conventions they have used to film it that had created this. When the wine gets poured into the glass it could be seen as a representation of blood which is relevant to the genre of the drama. An example using the same genre as we will is 'You've Been Framed'. This is sponsored by felix cat food (again irrelevant) but as the genre of this show is comedy they have taken this into consideration and added slight humour into the advert even though its not necessarily needed if it was just a normal advertising advert. The cat is unable to get through the cat flap and then tumbles over, also the style of music they have chosen compliments the genre. http://www.youtube.com/watch?v=MKz3IggVkoM
After conducting this research we've concluded that we will be incorporating comedy in our sponsorship advert to stick with the comedic theme.
Specsavers advert don't have just one set target audience who they aim their adverts towards, it varies depending on the types of glasses they are trying to sell and/or what special deals they are offering.
This advert is advertising kids glasses buts its aimed towards parents, its giving them the message, 'you don't want this to happen to your car', the advert is prompting them to go and get their children's eyes tested. As i mentioned before they don't have a script in many of their adverts, and this advertisement demonstrates this. There are very few specsavers adverts that use a backing track, after editing out final product we will see if we prefer it with or without one. Again this is funny due to a misunderstanding, the editing of switching between the boy get frustrated at his toy car and the gargae denting the bonnet of the car. By then using a close up on the grarage key revelas to the audience it is the boy controling the garage door rather than his toy.
We will use a closeup on the actors teeth at the end of our advert to reveal to the audience that she has used paint to brush her teeth, followed by the punchline 'morning' to her neighbour, she will then walk off to work unaware of the incident.
Here is an example of one of there adverts using a backing track, it works well as it compliments the location it is filmed in. We plan on filming our advert in a house so personally i think we shouldn't use a backing track but we will decide this for certain when editing. This advert appeals to the elderly, the use of black and white and the work he is doing independently is used to catch the target audiences attention, apart from the humour in the advert it wouldn't appeal to the younger generation. They have added specific elements in order for it it to appear interesting to the elderly. The advert starts with an establishing shot, here we can see the location and that it is set in the countryside, this is already making it relevant to the audience. A close up of the man cutting the sheeps fur is used so the audience can see the action which is then undobtably going to go wrong. After the dog moves into the mans hands a close up of the mans face and the sheep looking creates a sense of suspicion as it delays the humerous ending. In all the specsavers advert it could be argued that they are insulting their target audience. However, specsacers advert all have a moral 'go to specsavers' this makes it more light hearted, its not as if theyv are making fun of the individuals they are saying 'if you dont buy our lenses soon this is what could happen'. The comedy is also focused on the sheep dog, the advert is funny at the end when you see what the dog looks like, not all the attention is on the man, it is not him that the audience laugh at but his actions due to not being able to see properly. This is similar to the advert above with the boy, they have used a toy car to represent his age although you can see he is a young boy his actions convey this. The actions that we are using could appeal to young children or young adults either rushing to get to work or school, however by using an adult actor (which is yet to be confirmed, it will either be an adult or one of us dressed as an adult) it will automatically become clear what age range our advert is aimed at.
We have finally come to the decision to completely change our idea. We are no longer going to advertise an energy drink and instead we have realised creating a 'specsavers' advert would be far better suited for us, we already have various ideas on how we can film this.
We were certain that we wanted to do an energy drink advert but as we conducted more research into this we realised most energy adverts consist of: famous people (Mo Farah, Professor Green) talented people showing their skills, the location is somewhere fun and appeals to young people (the beach, at a concert) They usually include sport to represent the energy given off by the drink, none of us play a sport so we would have to find someone who performs impressively. I don’t think we have enough of the resources in order for it to look professional. We were unable to think of any ideas of how we could film our advert without using any of the above and anything we did think of was unrealistic.
We have settled on the specsavers advert after watching this A2 piece on YouTube:
It first caught our attention due to its location, filming in a house would be so much easier and we know this from our previous video. It gives us a permanent place to film as filming outside would be a harder option due to the unpredictable weather. We then started thinking about other specsavers advert and realised that the majority of them follow Todorov's theory: Situation, problem, resolution, in the specsavers advert the resolution is the slogan- 'should have gone to specsavers'. This is completely different to the style in which energy drinks are filmed, instead of having lots of different clips we can film a straight forward storyline.We were able to come up with a few ideas based on this theory.
Specsavers adverts are comical and what creates the humour is the unrealism and exaggeration of how badly the people need glasses.
For example this advert is highly exaggerated, it uses an everyday situation- 2 people sitting down about to eat their sandwich, and it completely take the audience by surprise when the situation is altered to add in the humour, in this case its them mistaking a bench for a rollercoaster. The use of camera angles play a role in hiding the fact they aren't sat on a bench, using closeups on their face demonstrates their reaction and experience of going on this ride consequently because they didn't get glasses. Although it appears funny and highly unlikely that this would ever happen, over 60s might sympathise with the couple on their unpleasant experience and hopefully take note and action on visiting specsavers. When watching a specsacers advert for the first time i don't think the audience would be able to guess whats being advertised, the start of these advert usually consist of something very normal and its unexpected that anything is going to go wrong. Funny adverts become more memorable, they becomes a part of conversation and the audience are more likely to sit and watch the advert rather than walk out of the room or change the channel. Specsavers use mostly psychical comedy, they never have much of a script, the actors may have a few lines or even words to say usually at the end to act as a punchline - 'what sort of cheese was that?' its usually the actions and gestures of the actor that catch the audiences attention.
We obviously want to take into account all the conventions used when creating a specsavers advert and apply them to our own advert, and to get us thinking about possible ideas we went through the morning routine of getting up in the morning (from here we can take a common situation) and thought about how we could combine a humorous incident with it.
- Making a tea and adding salt rather than sugar
- Adding the wrong product to your cereal or spreading the wrong product onto your toast
- Mistaking toothpaste with another product that comes in a tube, possibly paint
Our favourite idea is the toothbrush idea, as we all agreed this is the funniest, we asked a few of our peers and they shared the same opinion.We decided that the toothpaste should get mixed up with black paint as it has the same packaging. However, we aren't sure how or why the paint gets into the bathroom and near the original toothpaste, this will be the next step for us, we want to create the whole story-line which will enable us to start planning the filming process and the techniques will will use.
This advert for 'Red Bull' features lots of different people including athletes taking part in different sports. They have used montage editing which is really effective alongside the live footage. The voice over at the start says 'The challenge of my life is to find out how far i can take it'. The overall message of this advert is that if you drink Red Bull you will gain determination, adrenaline and 'anything is possible'. I really like the way they have used slow motion its definitely something i think we should incorporate into our advert, its a easy but clever editing technique that can be used for many reasons. They have used it in this advert to demonstarte the skills of the athletes and to impress the audience. They have used high angles at the start which shows the athletes preparing themselves and then close ups on a few of their eyes showing the emotion, this is all bulding up for the peak of the advert which consits of different footage of all the sports. All these techniques are used to provide the audience with the final message. The slogan for this energy drink 'Red Bull gives you wings' is used as a metaphor with the possible meaning- after you drink Red Bull you will be able to accomplish everything as it will seem easier since you have 'wings', it also has a sense of freedom to it. This advert is aimed at young adults consisting of sports and clips of concerts.
This Lucozade advert is going to appeal to a wide audience range due to it feaututing an olympic champion. The appearnce of Mo Farah makes the advert eye catching and will most likely have a positive effect on the sales of Lucozade. The message they are giving out in this advert is that if you drink Lucozade you can gain the energy and stamina of an olympian, you will become strong and fast like Mo. The advert is really powerful and again they have used slow motion when Mo is running, and a voice over to feed the audience information on the drink. With this advert appearing on the tele around the same time as the 2012 Olympics they have thought about what is current and used this to its advantage. This is a technique I think we should use whether it's an up to date song, the location we film in or the way we film it.
Energy drinks have become a very popular part of society where the target market is continuously growing, they were first being sold in the United States where athletes were the primary consumers, however the consumer base for energy drinks has now expanded hugely with the public enjoying this fast, cheap and legal way of getting a buzz. Everyone between the ages of 15-30 are now consuming the most energy drinks, I will carry out more research to get more of a specific age group in order to make an advert for one certain age range.
Energy drinks are generally geared towards:
Teenagers
Ravers
Computer nerds
Athletes
Seniors
Night shift workers
Long distance drivers
Young people are particularly vulnerable to exhaustion, tiredness and insufficient energy. This group of people, more specifically male teenagers and people in their 20s, are also most likely to believe in the energy drinks’ claims. As a result, the majority of energy drinks are developed for and advertised for the younger generation.
After
discussing with the rest of the group we have decided that doing a perfume
advert wouldn't be right for us, mainly because it would be focused on one
person and this is similar to our piece last year. We want to film something completely different.
We have now decided that we want to advertise an energy drink, there is more of a variety in terms of what we can film, if we carried out the perfume idea we are very limited as perfume adverts consist of the same thing most of the time.
We plan on using:
Montage editing- This will make it look quirky, eye-catching and will allow us to use a variety of filming techniques. It will also be something different for us to put together when editing.
A song- This is a key factor in advertising, we will have to pace the advertisement around the style of the song (undecided)
For our main task we are going to create: An advertising package for a new product or service, to include two TV advertisement.
1. A TV programme sponsorship sequence
2. A web pop-up
We have chosen this brief out of the 14 others as we feel adverts are something we are all so familiar with, we will be able to show off our skills and be really creative with it. I have looked at a few A2 adverts on YouTube to see what is popular and most girls have done perfume or makeup adverts. This is an idea we are taking into consideration for our brief.
I really like this perfume advert that has been produced by a media student. She has definitely followed the typical style in which most teenage perfume adverts consist of - floaty, smiley, the soundtrack fits in perfectly with the style she is trying to achieve. http://www.youtube.com/watch?v=wojQuAnBFb4
This perfume advert is an example of the way teenage fragrances are normally presented. Its very 'away with the fairies' as she enters a magical world, she sings about a fantasy world with mystery and rainbows which they have clearly created.
