Task One (P1,M1,D1) - Write An Analysis For Television Advertisements
ADVERTISEMENT #1 – YORKSHIRE TEA
This TV advertisement would have a primary target audience of 30-45 and a secondary target audience of 45+. To help appeal in adverts, lines of appeal are used, which according to Gillian Dyer (Advertising as Communication Routledge 1988) uses images of or references to tap into desires and fears in order to create emotions. This advert uses references to romance, importance and pride and humour. The advert, with use of the slogan ‘From Yorkshire, where teatime is important’ gives the viewer the idea that tea is very significant. And the fact it is from ‘Yorkshire’ builds pride and extends the feeling of importance to buy it, almost like supporting a football club (of your home town). It is a well established brand and is well known throughout Yorkshire and England and sole advertisement isn’t relied on completely. It is about creating brand awareness and solidifying the brand and its position in the market by keeping it in the public eye and powerful advertising can draw in new customers to an old brand. The fact that they stop ‘making out’ and resume after making tea also conveys the importance of ‘Yorkshire Tea’ giving the statement that it is important enough to drink at any time; no time is a bad time and it is important enough to interrupt anything (including the possibility of sex). The advert can be construed as humorous as they stop ‘making out’ to make a cup of tea and resume again afterwards, some viewers may find this funny showing nothing can keep them from their tea (almost making fun of how important they think is). The advert begins with the couple walking through the door kissing, and move on to the couch to continue making out, this will tap into desires of love, good relationships and chemistry between two people which will provoke emotions of want and longing, and all of these appeals; which have been associated with Yorkshire Tea, will trigger the consumer to buy the product.
In regards to factors of persuasion, this advert has referent power, this is when the message associated with the product or advert fits into the audience’s value system. In this case the importance of tea would come across in tea drinkers, especially those who drink it a lot or who don’t drink other hot drinks such as coffee, or hot chocolate. This message is associated with their everyday life and values which make the advert relatable therefore those ‘tea lovers’ will see the importance and want to buy the product. The target audience for this advert/product would be 25+, even though people who are younger drink tea, they don’t tend to buy it as such, and it is around this age when people start to get their own place and buy their own shopping. Young and Rubicam suggest that consumers can be categorised, and I feel that the consumers for this advert would be classed as mainstreamers, I think this is because the people who I feel will be more inclined to buy this product will be domestic (wives) and conventional and sentimental about brands, and if they’ve had Yorkshire Tea since they were little, or for a long time, they will be more likely to buy it.
Sound is used very effectively in this advert, no music, music bed or additional voiceovers are used, only diegetic sound for the goings on in the advert are used (such as the kettle boiling, kissing, stirring the tea). I think this is more realistic and gives the advert a sense of homeliness and mundane realism. No sound effects are used as such, as of the sounds are from what they are doing. There is something comforting about the sound of tea being made and I think the diegetic sound of the advert is very relaxing. It is supposed to reflect a real life situation and the fact there is no music makes it seem very authentic. It makes the advert literally all about the tea. There are two characters in the advert, the male and female who come home kissing. The female doesn’t really fit into any stereotype particularly, and the male can only be described as the ‘consumer stereotype’ as the ‘average’ guy. This creates neither a negative nor a positive view as the persons themselves aren’t extremely important, therefore they cannot be categorised as damsel in distress, hero etc. If anything the male could be seen as the ‘hero’ as he provides the tea, but that is only an interpretation. Mainly medium shots are used when the couple are in the living room, although when he goes into the kitchen to make the tea, the shots are all close up of the tea pots, cups and water; this emphasises what the advert is about; the tea making process. This is the most important part of the advert and it sells the product.
ADVERTISEMENT #2 – LYNX
This TV advertisement would have a primary target audience of males aged 15-24 and a secondary target audience of males aged 25-35. In terms of lines of appeal, this advert addresses dreams and fantasy, love, beautiful women, self importance and a slight element of comedy. This endorsement uses strong imagery to connote the depiction of fantasy, and the way men ‘really see’ women in their heads; perfect, prim and in their underwear. This ‘fantasy’ they create in their heads has been transformed on to camera, which guys will be able to relate to (in terms of uses and gratification theory; personal identity) but the appeal of desire will come from wanting girls/women to see them in that way, which the advert shows happening. This portrays the product in a very attractive and positive way, conveying that if you buy this product you will become attractive to women and they will see you in the same ‘fantasy’ way making them more desirable, which in turn makes the product more desirable which triggers the need to buy it. In some cases in the real world this may not always happen but elements of dreams and the prospect of love or romance are used in a persuasive manner to tap into men’s desires again making the product more tempting and appealing to buy. Beautiful women are used in the commercial to portray the brand as attractive, powerful and seductive, and it will generate thoughts such as ‘if he can use lynx and get girls like that, surely I could too’ and ‘if girls as good looking as that, like lynx I should be using it’. This creates appeal and emotion provoking thoughts which will again lead to the purchase of the product. Self importance is also used to promote the brand, every guy wants to smell nice and using this brand and product will make them feel good about themselves and feel important and generate a sense of pride and happiness. A hint of humour is used too, which will seem funny to both male and females, as the guy in the advert wears tiger print banana hammock like underwear, which could be depicted as humorous. All of these appeals combined will make the product seem very tempting and appealing, and using them together will create the ‘need’ to buy the product.
In regards to factors of persuasion, this advert has reward power; this is when the product promises some positive benefit. Although the product does not ‘promise’ these positive effects, the advert depicts that if you buy this product then positive things like ‘having girls find you attractive’ will happen, and that is where the power of persuasion comes into play as this creates the desire to want to buy the product. The target audience is young males aged 15-30, in the categorisation that Young and Rubicam constructed, due to the younger target audience I feel it would go under aspirers with a possible mix of succeeders. This is because Lynx is a brand that can be seen as orientated with image and appearance, and the attractive packaging is important, although with the succeeders it’s about confidence and support and choosing the brand based on self-reward and quality. There is a music bed in the advert all of the way through, the music was very effectively chosen as the song is ‘I can’t seem to make you mine’ by The Seeds which is very appropriate considering the guy in the advert can’t make the girls notice him. There are no sound effects or diegetic sounds, but they are not needed; the choice of song does all of the talking. There is a voiceover just at the end declaring what the product is; the voice is male, and deep yet a likable and relaxing voice making it relatable and friendly.
The male character in the advert is the guy looking for a girl, he can be stereotyped as the consumer, the ‘average’ guy which the target audience can be seen as making it relatable through personal identity, and the women are stereotyped as sex objects to fit in with the desire for the product and making it seem glamorous and attractive, although I do not think the actors in this advert can be classed as hero, damsel in distress etc. During the first part of the advert, where the guy is trying to get the girls attention and he is imagining them in their underwear, the majority of shots used are medium and long showing the top half of the girls and him, and full length shots are used to show them in their underwear (the main focal point). Over the shoulder shot and point of view panning shots are used to show what it is that he sees and it works together with the ‘fantasy day dream’ concept especially when he is ‘picturing them’ in their underwear. The same kind of shots are used throughout the advert up until he meets the final girl and he pulls out the ‘Lynx Bullet’ from his pocket where a close up of him doing so is used to emphasise the product and show its importance, and in comparison to the other girls, where long shots were used conveying the emotional distance and disinterest they have in him, instead nearer mediums shots and close ups of their faces are used, to emphasise the chemistry and attraction shown in their facial expressions. A long, over the shoulder shot is then used again to show his full body in her ‘fantasy day dream’ way reflecting back to the other points in the advert where it is him doing the ‘fantasising’.
ADVERTISEMENT #3 – HOVIS RE-LAUNCH
The TV advertisement would have a primary target audience of around 30-50, I think this is because it is important for the viewer to be able to remember some of the memories and events it refers to, and the secondary target audience would be 50+; the fact that it was first aired during the advert break between Coronation Street confirms this due to their target audience. In terms of lines of appeal, it has references to childhood, pride, and history. This advert is 122 seconds long, celebrating the 122 years since Hovis has been established. It aims to showcase over 100 years worth of British history; highs, lows, wars, and celebrations. This sends the message that the brand is stronger than ever, and having survived such epic turning points in British history, makes it appealing and the fact the brand has gone through so much, makes consumers think of it as worthy and will be more tempted to buy it. The commercial doesn’t only use one or two examples of historical importance; it uses nine references such as the first motor vehicle, WWII and the miner’s strikes in the 1980’s. It not only depicts proud moments, but it also depicts the bad memories too, and using such a vast range of memories, allows most people to be able to remember at least one. In terms of uses and gratification theory it makes the advert relatable through personal identity, as most people will have gone through one of the experiences, this will create a sense of nostalgia and for some, take them back to their childhood to the wars and first motorcar invention for some of the older generations. Even the younger years will be able to remember the millennium celebrations. It will create a sense of remembrance and reflection especially in the older generations, and the warm sentiment of how old and reliable the brand ‘Hovis’ is will create the desire to buy it. Almost as though buying this product will show a sense of pride for Britain supporting it and all the things it has been through. The slogan ‘As good today as it’s always been’ supports this and solidifies the brand. It was seen as a re-launch of the product to celebrate the past 122 years and prove that even though it has been around for so long, it is at its best and is still going strong in the market.
In regards to factors of persuasion, in a way I believe this advert has referent power, this iswhen the message associated with the product or advert fits into the audience’s value system. I believe this could fit in with this advert because the message associated with the advert is that this product is still going strong and that it has survived many years, which I think, gives the feeling of being worthy and this is comforting and sentimental, and this can reflect people’s values through the sentiment and pride of backing a brand that has been in Britain for more than 100 years. In the categorisation that Young and Rubicam constructed I feel the audience would definitely be mainstreamers as it is sentimental , domestic and quite a ‘family brand’ and this is depicted through the child running through the eras who eventually gets home with his mum waiting for him. Sound is used very effectively throughout the advert; a composed piece of music is used as the music bed, and at first it is very upbeat and homely but as the advert progresses and it transitions into the different past times, the music changes to sombre as he passes those being evacuated due to bombings and war, to cheerful and celebratory throughout the 1953 coronation and so on. There is no voice-over used, but sound effects such as planes flying over head, and old radio transmissions have been made to make it sound authentic and old. All the other sounds are diegetic and genuine from the acting or characters, and this is very effective as they are quite important to the advert and they make the scenes what they are for example, the chanting and shouting at the miners strike or the busy street and horses neighing as he comes out of the shop and startles it.
The main character in the advert is the little boy; all the other characters could be seen as props because even though they are apart to create the historical turning points visually and audibly, they are more in the background as oppose to actual characters. The little boy can’t really be categorised into a stereotype nor a villain or damsel etc. however in one way he is kind of a hero as he has run through all of the history and time and brought the bread home, this could be interpreted as the boy being the Hovis bread, having survived decades and decades of history and still being strong and being around to be provided to us in the present day. The advert begins with a medium shot showing the little boys face and tracks him through the bakery, it gives a full clean view of his face to introduce you to his character and the clothes he is wearing, medium shots are used every time he changes his clothing to emphasise the change in year. Close ups are used to show his facial expressions and reactions to things such as running into the horses or being shouted at by strikers. Long and wide shots are used throughout as establishing shots to give the viewer a full sight of the scene to allow the consumer to figure out where about in time he is and tracking shots are used continuously to follow him as he runs through time to keep up with his fast-paces upbeat journey.
Task Two (P1,M1,D1) - Analysing Narrative Structure
ADVERTISEMENT #1 – BT TOTAL BROADBAND
This advertisement has a basic linear structured narrative, it is the most simple and easy to understand, and it is told in chronological order. To have a non-linear narrative for an advert lasting just 40 seconds would be inappropriate and confusing. We are represented with a beginning, middle and an end within the advert but also with the company BT, as the adverts they follow on from advert to advert with a new story, but in keeping with the same family characters, almost following their life stories. The narrative structure is also realist; this just means that the story is meant to portray life events and has mundane realism throughout the narrative. The ending in this advert could be portrayed as both open and closed. It is closed in the sense that, the small story within the advert about being a best man is closed as he has given his speech, yet the whole story of the family is not closed, and as we have witnessed can go on the produce many more adverts that include the same family and issues.
In terms of patterns of narrative, this advert has a goal orientated plot, and you can intermingle this with Todorov’s theory of equilibrium, disruption and resolution. In the beginning of the advert he is trying to come up with ideas for a best man speech for his brothers wedding. This is his goal, and the narrative is based around the goal and achievement of writing a good speech, this is the disruption of the plot, and when he realizes he can use the internet to create an amazing speech this fulfills his goal and resolves the story, turning the resolution into equilibrium. The narrative is restricted, as the audience is introduced to the information at the same time as the characters, even though it may be seen as predictable. Propp’s Theory suggests that every narrative has a damsel in distress, hero, and villain etc. in this story, the guy having problems writing could be seen as the damsel in distress, as he needs saving from his creative block, the internet could then be interpreted as the hero as it saves him, gives him inspiration and ideas, and helps him produce the perfect speech. This narrative is subjective to the male character; it is specifically mental subjectivity as we allowed to hear inside the characters thoughts (as he narrates the advert).
ADVERTISEMENT #2 – TIC TACS
This advertisement in terms of narrative is linear structured. It is straight forward and in chronological order, as we are represented with a beginning, middle and an end in the correct order. No flashbacks are used, as they would be inappropriate for the story, and non-linear would get too confusing and a thirty second time limit is not long enough to portray an irregular non-structured narrative. It has an element of a realist narrative, seen as it is based around a car break down, however it is more of an anti-realist narrative because the ‘little lifts’ are fictional, and would never happen on a day to day basis. The ending of this advert is closed, a definite end to the short story is presented and after they have fixed the car, there is no room for continuity or another advert as it is designed to only be a short story.
In terms of patterns in narrative, this advert could have both a goal orientated plot and have a journey. The goal would either be getting to the destination, and/or fixing the punctured tire, and in relation to Todorov’s theory, this would be classed as the disruption of the plot. A journey could be interpreted, but only as they are on their way to an unknown destination, and when the ‘little lifts’ fix the tire, the story is then resolved back to it’s original state of equilibrium. This narrative is restricted as the audience is introduced to the information at the same time as the characters, the ending is unknown. Propp’s theory can be applied to this advertisement as the woman (who’s car has broken down) would be classed as the damsel in distress, who is then rescued by the tic tac men, who ‘lift’ her car to safety and fix her problem. This advert shows objective narration, we cannot see or hear into the characters mind, and we only have external behaviours to judge how the character is feeling, such as when the ‘little lifts’ arrive to fix her car, she appears to be overjoyed and thankful, and we are probably right, even though this is purely an interpretation.
Task Three (P1,M1,D1) - Comparing Advertisement Styles
The L’Oreal advert, is a mixture between talking heads and documentary. It is talking heads style because it mainly features Aniston discussing what is good about the product and endorsing it, although it has a touch of documentary as she states ‘and here comes the science’ therefore it resembles a factual documentary-like style, even if it is only short. These types of adverts tend to be quite popular and successful, especially with hair and make up products; girls tend to take more notice when celebrities are involved in the promotion. It includes star power in terms of factors of persuasion, as Jenifer Aniston is being associated with this product; she is well known for her hair style and is idolised by many females because of this defining feature and this can be a factor in buying the product, as the thought process would be ‘if Jenifer Aniston can use it and look good, so can I’, or ‘if Jenifer Aniston likes this product it must be good’, which would then result in the consumer buying it. The Marmite advert on the other hand is a very different style; it follows a parody-like concept that pokes fun at other political party advertisements through the knowing and understanding of other adverts alike. The real yet comical aspects in this advert are what make it funny, and it is very effective as most people respond to humour well, although this advert isn’t directly advertising marmite, it is still using the brand and people will associate it with this fun and clever advert, and associate those opinions with the brand, this is brand solidification, where the brand establishes it’s place in the market. The Crusha advert, is too a very different style of advert. This advert is a combination of animation, surrealism and humour. It is somewhat similar to the Marmite advert, as they both have a comical side, although the Marmite is comical due to poking fun at other campaigns and real situations, whereas the Crusha advert is cartoon, and it features cats singing, it is surreal as this would never happen. This advert has adopted a very catchy theme song, which will always be associated with the brand Crusha, the repetitive nature of the song, and catchy, memorable tune will make this brand stick in your head and as the advert seems funny, colourful and humorous, people will associate this with the product which can contribute to the consumer being more entitled to buying it. All of these three adverts, sport very different styles when it comes to advertising, although all three are very successful and effective.
Task Four (P1,M1,D1) - Codes and Conventions in Advertising
Task Five (P1,M1,D1) - Regulation and Audience
The ASA are The Advertising Standards Authority, it is the UK’s independent regulator of advertising across television, leaflets, radio, magazines and the Internet. They apply mandatory codes of advertising to make sure that they stay within the correct boundaries of honesty and legal issues; they also take action against indecent or offensive advertisements. A recent survey shows over 90% of advertisements now are following the compulsory advertising codes enforced by the ASA.
When complaints are received they are assessed against the codes, if there is a problem they aim to solve problems through dialogue with advertisers and most issues are fixed this way, in some cases if there is no breach of the codes then the complainant will be informed and explained to as to why no further action will take place. In other cases if the issue falls outside of the ASA’s remit then it will be transferred to a different body of help. One complaint can make a difference, it not the number of dissatisfied viewers or listeners that makes it noticed, one complaint can be followed up and if there has been a breach of conduct in the codes then action will be taken, but in some cases extensively large numbers of protest can help. Some minor breaking of the rules can be resolved informally when the marketer is in agreement with the ASA about change or withdrawal of that particular advert, in other cases if the rule break is more severe a formal investigation will take place and the marketer will have to provide the correct and appropriate evidence to support their adverts ethic. In 2008 the average time taken to deal with a complaint was 23 days.
The codes that the ASA apply are called CAP codes; they lay down the rules for media owners and advertisers. In television advertising, they would follow the BCAP (broadcasting) codes of TV advertising. The Committee of Advertising Practice has eleven sections under the BCAP codes. These include:
* SECTION 1 – COMPLIANCE
* SECTION 2 – PROGRAMMES AND ADVERTISING
* SECTION 3 – UNACCEPTABLE PRODUCTS AND SERVICES * SECTION 4 – POLITICAL AND CONTROVERSIAL ISSUES
* SECTION 5 – MISLEADING ADVERTISING
* SECTION 6 – HARM AND OFFENCE
* SECTION 7 – CHILDREN
* SECTION 8 – MEDICINES, TREATMENTS, HEALTH AND NUTRITION
Upper middle class (A) - -->Newsnight, Question Time, BBC2, Documentaries, ITV4 -->Broadsheet newspapers such as The Guardian, Financial Times -->BBC Radio 4, Talk Sport
Middle Class (B) - -->Documentaries, Newsnight, Comedy, Sky News, BBC2 -->Broadsheet newspapers similar to (A), Men’s Health Magazine, GQ -->Five Live, BBC Radio 4, and Talk Sport
Lower Middle Class (C1) - -->Newsnight, Simpsons, Scrubs, BBC2, Sky News, Sky Sports -->Broadsheet newspapers similar to (A,B), some Tabloids, GQ -->Five Live, BBC Radio 4, Talk Sport, BBC Radio 2
Skilled Working Class (C2) - -->Bravo, Lost, Formula 1, Sky One, Discovery Channel, Rugby -->Tabloids such as The Sun, Internet based news, Zoo, FHM -->Five Live, Talk Sport, BBC Radio 1, BBC Radio 2, Virgin Radio
Working Class (D) - -->Bravo, Sky One, Five, Sci-Fi Channel, Euro Sport, Sky Sports, Big Brother -->Tabloids similar to (C2), Zoo, Nuts, Internet based news, Loaded -->BBC Radio 1, Five Live, Talk Sport, Virgin Radio
Lower Subsistence (E) - -->Bravo, I’m A Celebrity, Big Brother, Soaps, ITV, Euro Sport, Football -->Tabloids similar to (C2, D) & Daily Star, Zoo, Nuts, Loaded -->BBC Radio 1, Talk Sport, Five Live
Kinds of programmes and channels viewed (FEMALES)
Upper middle class (A) - -->E4, UKTV Style, Living, BBC, Beauty Documentaries -->10 Years Younger, Desperate Housewives -->Magazines such as Hello!, Elle, Red
Middle Class (B) - -->UKTV Style, Living, BBC, E4, ITV, Beauty Documentaries -->How to Look Good Naked, Desperate Housewives, 10 Years Younger -->Elle, Cosmopolitan, Red, Hello!
Lower Middle Class (C1) - -->E4, ITV, BBC, Living TV, Beauty Documentaries -->Desperate Housewives, Nip/Tuck, 10 Years Younger, How to Look Good Naked -->Cosmopolitan, Hello!, Elle, Glamour
Skilled Working Class (C2) - -->ITV, Five, ITV2, E4, Living -->The Bill, Holby City, Coronation Street, X Factor -->Tabloids such as The Sun, The Mirror, Magazines like Ok, Now -->BBC Radio 1 & 2, Capital FM, Virgin
Working Class (D) - -->ITV, E4, Five, Living, ITV2, (Nickelodeon & Cartoon Network) -->The Bill, Coronation Street, Soaps, I’m A Celebrity, Big Brother, Loose Women -->Tabloids similar to (C2), Ok, Now, Reveal, Take a Break -->BBC Radio 1, Capital FM, Virgin Radio
Lower Subsistence (E) - -->ITV, ITV2, E4, Living, (Nickelodeon & Cartoon Network) -->Emmerdale, Eastenders, Big Brother, Loose Women, Jeremy Kyle -->Tabloids similar to (C2, D), Take A Break, Reveal, Now, Star -->BBC Radio 1, Capital FM, Virgin Radio
The information above cuts people down into categories making it easier for advertisers and companies to target audiences; even though I have sectioned them into A, B, C1 etc, and male and female, most companies categories them into ABC1 male and female, and C2DE male and female. The ABC1 males, are more concerned with politics and news and consume large quantities of media, this group are most likely to read a newspaper, whereas C2DE males are more likely to watch television and are classed as heavy viewers. Men are very different to women, as ABC1 females are more interested in media such as magazines as oppose to broadsheet newspapers. Whereas C2DE have the most children, and housewives and stay at home mum’s fall mostly in to this category which is the reason for Nickelodeon and Cartoon Network being some of the most watched channels. REFERENCES:http://www.thinkbox.tv/server/show/nav.914
Task Seven (P1,M1,D1) – Create A Brief For Your Client
Task Eight (P1,M1,D1) - Create a questionnaire consisting of 6-10 questions
Task Eight Continued (P1, M1, D1) - Type up your questionnaire and put the answers into a table
Abigail likes to see celebrities in adverts because she feels she can look up to and aspire to buy them. She admits that using real people can also be effective because it shows the product can appeal to everyone. Her favourite past advert is theYves Saint Laurent mascara as she felt that the voiceover made the product look professional and it used people whom she could aspire to. Abigail thinks that voiceovers are good in adverts as they can change the tone and mood of the advert, which can help to persuade people to purchase different products. In terms of an advert for the media department Abigail said if she were a new student she would like to see a welcoming atmosphere with friendly students and supportive staff combined with professional equipment. She also said that in an advertisement for the department it would be important to include PGFM and Friday World as these elements showcase how different and unique the department can be.
RACHEL BARKER:Rachel Barker, 18, University Student (Media & Popular Culture), Leeds.Favourite Advert: L’Oreal Advert starring Cheryl Cole.
The adverts that Rachel does not like to watch are animation advertisements because she finds them demeaning to her and unrealistic. However she does enjoy watching adverts with meaning to them. The examples, which she gave, were the recent Vodafone advertisement and the KitKat World Cup advert because everyone can relate to them on some level. In light of this, Rachel prefers to see real people in adverts because it gives the advert a sense of realism to it. Depending on the product her opinions on voiceovers change, if the product is comedic then voiceovers would not be appropriate. However if the product is materialistic a voice over is appropriate to explain why the product is better than other similar products. As Rachel is studying Media at Leeds Metropolitan University she is aware that the professional equipment is important to showcase and promote, therefore as a result of this, she believes it is important for the advert to show the advanced facilities that the school has to offer as if she were a new student she would find this impressive.
DAN PINNA:Dan Pinna, 18, College student, LeedsFavourite Advert:Resolva weed killer
Dan likes the Resolva advert because of the comical manner of the weeds. Dan prefers humorous adverts and ones with memorable taglines for example webuyanycar.com. Previous adverts which he has liked are comparethemarket.com and also the Dell “Lollypop” advert. He tends to prefer adverts with lots of repetition, which make them more memorable, compared to the rest. In terms of a voice over Dan prefers straight narrative as opposed to voiceovers because it’s easier to make a narrative funny. Dan prefers real people as opposed to celebrities and experts because it makes them more relatable and realistic. Having studied Media at GCSE level Dan knows it is important to showcase facilities, independence and a supportive network of teachers. However as a new student he would be persuaded to join the media department due to PGFM, as this is unique to the school.
Task Ten(P1, M1, D1) – Focus Groups
A focus group is the process of collecting a range of people within the chosen target audience and asking their opinions on a product, programme or idea.
The advantagesof focus groups are that it is a quick and cheap way to collect information. They are good for obtaining good quality, qualitative data, and in terms of organization it is easy to set up and conduct. The focus group can cause a “chain-reaction” effect; the participants can spark ideas off what each person says. This probably would not happen if the data were collected in a one-to-one interview format. The focus group can also ensure that the data is collected first hand, and usually recorded, therefore as a result of this the data is in their exact words and not manipulated in anyway, as a result of this the data is genuine and can be used effectively. There is the fact that the focus group is eligible to everyone including young children who may not have the vocal ability of an adult to express their opinions.
However, on the other hand, there are several limitations of focus groups. One of which is that the participants may not want to express their true opinions or beliefs as they feel they may be ridiculed or judged for them. In light of this there may be several participants who have a louder personality and therefore lead/control the general conversation of the focus group. The participants may at times show demand characteristics whereby instead of expressing their true opinions, they say what they feel the moderator would prefer to hear, this could be a result of investigator effects where the researcher unknowingly gives strong body signals or through tone of voice which influences the answers of the participants. Another influence which may invalidate the data would be social desirability bias in which case, the participants want to make them selves look as good as possible in front of the moderator and other participants; this may also affect the answers they give.
We held a focus group of 16-18 year olds of both sexes and showed them three adverts that have recently being aired on television and asked their opinions. The videos are visible below; underneath each video is constructive feedback that was given after the participants viewed them. These adverts were:Evian Babies:
- 15% of the audience thought that this advert was effective. - The comical element to the advert pleased some members of the audience. - The music bed was catchy and upbeat to grab the audiences attention. - The use of technology to create the advert was impressive to some of the focus group but the rest found it unrealistic and obviously fake. - It was noted that the babies were associated with the tag line "Live Young" which also impressed some of the members of the focus group. - The prosodic features of the adverts tag line "Live Young" are whispered and the audience realised that this connotes sophistication. However some member thought that this was contradicting against the upbeat, humourous style of the advert and did not work effectively. - Ethnic stereotyping was an issue as one member picked up that when the babies from an ethnic minority were featured they were part of a "gang culture" and almost signified intimidation.
comparethemarketadvert.com:
-The majority, approximately 75%, of the participants thought that this advert was an example of successful advertising - Some participants thought that the advert was starting to become irritating and overplayed and as a result of this their opinions declined and they began to develop a negative attitude towards comparethemarket.com - However the audience generally liked the play on word of 'market' and 'meerkat' and also the tag line to make the advert memorable.
John Lewis:
- 90% of the focus group thought this was an effective advert. - The viewers liked that the music bed was constant throughout and helped to portray each significant event of the woman's life. - One of the participants said she liked that the advert had a narrative structure based around a journey. - The transitions used signified her change of age throughout the advert as it progressed.
Task Eleven(P1, M1, D1) – Consider the advertising codes for TV and pick out one code that you think you must be conscious of when producing your advertisement.
The BCAP Television Advertising Code: 7.1- Misleading advertising and children 7.1.2- Unrealistic expectations
- 7.1.2- Advertisements for products of interest to children must take account of the level of experience of those in the relevant age groups so as to avoid arousing unrealistic expectations
(4) Verbal or visual ambiguity which could mislead children must be avoided. Slogans and comments which adults will recognise as exaggeration or irony may be taken more literally by children. Care is therefore needed.
We will take care when choosing appropriate language for the voiceover and will ensure clarity throughout the advert. We will avoid visual ambiguity in terms of special effects and transitions to give the most realistic image of the school.
(5) Backgrounds, sets and special effects must not give the impression that a product includes more, nor does more, than is the case.
The advert will be filmed in the actual school using real life settings to help give an accurate representation of what the Media Department has to offer.
(6) Quick cuts, unusual camera angles etc may confuse very young children.
In terms of camera angles and shots we will use appropriate and sophisticated cinematography. The transitions will be simple and slow to avoid any unnecessary confusion.
Task Twelve(P1, M1, D1) - Which type of programme would your advert be placed in between?
The genre of our advert is a documentary style as it contains information about the Media Department and shows a true representation of classes and facilities. Also all the footage was shot in the school and it does not mislead the audience. In reference to theNRS Social Grades classification table, our advert would appeal to those who fall between Grade B-E as the school educates children from any social class.Young and Rubicam suggest that consumers can be categorized, in light of this our advertisement will appeal to “Succeeders” as they ‘seek control’ and possess strong goals and ambitions, also the parents of the students who are interested in studying Media would support stability and choose the department due to the quality of equipment. Also the advert would appeal to “Explorers” who ‘seek discovery’ because media is all about freedom to explore and produce an idea and pushing the boundaries of cinematography.
Due to all of these factors we would broadcast our advert in between Emmerdale and Coronation Street because both our primary and secondary target audiences watch this programme and will therefore ensure a large mass of viewers watch the advert that increases our chances of persuading people to choose to work within the Media Department. Coronation Street has a wider reach of audience, approximately9,947,000, and vast variation in ages for example children may watch it with their parents. To clarify our decision we decided to look at the viewing rates of a programme of a similar genre, for example Eastenders has approximately8,473,000 viewers which is 1.5 million less in comparison to Coronation Street, however the BBC do not advertise and this would mean we couldn’t broadcast our advert.
Task Thirteen(P1, M1, D1) – Produce a record of your initial ideas
Mindmaps:
Notes from a creative meeting:
Task Fourteen (P1, M1, D1) Write a treatment and script for your television advertisement
MEDIA DEPARTMENT ADVERTISEMENT TREATMENT:
Objective: The following document is a treatment for the television advert for the Media Department. The advertisement is aimed towards school children and parents. The main target to be accomplished in the advert is to persuade the audience to become involved with the Media Department.
Setting: There are two settings used in the advert. The first setting is the main entrance of the school to help establish where the Media Department is located. After this the next setting is the Media Department itself, which shows the students and teachers working together effectively.
Time duration: 45 seconds.
Description: This will be a short advertisement which will be shot in colour throughout and will contain a combination of different camera angles such as: “low angled” “close up” and “establishing shot”. These camera angles will be incorporated with transitional fades such as fade to black and also cross dissolve at the appropriate times. Each sequence will be filmed so that the preferred reading is portrayed effectively, this may result in the camera angle changing to represent the preferred reading. We are going to avoid including any images or footage which may confuse or mislead the viewers and therefore this means we will have to have very specific and well structured editing skills to help make the advert as persuasive as possible. The advert will be edited by using modern technology such as iMovie so that the end product will be of a high quality and standard. The initial objective of the advertisement will be to persuade the audience to become a part of the Media Department.
Remarks:
· When shooting the footage a Flip Camera will be used.
· Apart from the establishing shot, the characters faces will be shown. This is because we want to portray the characters emotions and feelings as accurately as possible to help persuade the audience.
· The ambience in the advertisement will be the speech and the music bed.
Task Fifteen(P1, M1, D1) - Write a report with screen-shots, detailing the equipment and software
Equipment
The equipment we used in the production of our advertisement was a Flip Camera. We used this camera for filming all of the footage and used a tripod for the panning shots as this improved the quality of the filming.
