Research Dossier

Valentine script

 

Role of the writer

Script Proposal

The nature and purposes of research in the creative media industries

 

Primary research-

Primary research is information/research you have conducted by yourself. An example of this could be making your own form and getting people to sign it.FoemPlus.com says that “Secondary research is a common approach to a systematic investigation in which the researcher depends solely on existing data in the course of the research process. This research design involves organizing, collating and analysing these data samples for valid research conclusions.”

https://www.formpl.us/blog/secondary-research#:~:text=Secondary%20research%20is%20a%20common,samples%20for%20valid%20research%20conclusions. Accessed 5/07/22

3-

4-Interviews is one of the examples that people in the professional industry do to collect their primary research. This could be professional people or the general public. In addition to this, you can also gain information and research by making questionnaires. These can be from existing customers or someone anonymous to give reviews and their opinions.

secondary research -

Secondary research is different from Primary research as they use the research solely based existing data of that topic. It means they don’t have to go out and interview and make questionnaires to gain the data. Question pro says “Secondary research or desk research is a research method that involves using already existing data. Existing data is summarized and collated to increase the overall effectiveness of research.” https://www.questionpro.com/blog/secondary-research/ accessed 5/07/22 

Secondary research I have conducted was when I was recreating the Ben and Jerry’s advert. I did this by watching previous adverts that Ben and Jerry’s have created to get a feel for what they produce to make it similar, but to change the target audience.

Secondary research would usually be used in the professional industry by checking ratings of tv shows to see how successful it is. This could be like seeing what population of the gender it is aimed towards. In addition to this, they may use this in pre-production as they may use the research to help it aim to certain members of the audience.

Pros and cons-

Primary research can be more helpful as if you are conducting that research yourself you can be specific as you want to be. It also means certain questions are easier to find out if you put them in surveys. Primary could be better than secondary as secondary is based off other people’s research. However, secondary research could be more purposeful as they may have had time to have a lot of in depth research that you can easily access and it also saves time.

Quantitative research -

Quantitative research is when you collect data by processing and analysing numerical data. It is helpful research as it may be used to find out averages and find patterns.

Scribbr states that “Quantitative research is widely used in the natural and social sciences: biology, chemistry, psychology, economics, sociology, marketing, etc.” https://www.scribbr.co.uk/research-methods/introduction-to-quantitative-research/  accessed 05/07/22  

Quantitative research I have conducted was when I was doing primary research. This was by asking in my questionnaire what the audiences age was. By asking this I saw different peoples ages and what the majority/ average age of who was answering. It helps because we know age and how things like social media can have an impact on how we think.

Like secondary research, in the professional industry they would use quantitative research by finding out the average of how many people view something and if they watch it constantly. It means they can use this data to see if the things they are producing are being successful.

Pros and cons-

The pros about quantitative research is that you are getting accurate data from things like knowing your main audience. This is important because of how certain things you advertise or produce is more likely to be aimed at that age range. However, I personally feel like quantitative research is not in depth as you are only analysing numerical data. This means sometimes the research may not be as accurate as you’re not interviewing and looking at case studies ect.

Qualitative research-

Qualitative research is data collected by: observations, interviews, questionnaires, case studies and much more. This makes it a more naturalistic approach to the subject matter to the research .

Simply Psychology states-Qualitative research is the process of collecting, analyzing, and interpreting non-numerical data, such as language. Qualitative research can be used to understand how an individual subjectively perceives and gives meaning to their social reality. https://www.simplypsychology.org/qualitative-quantitative.html Accessed on 26/08/22

Qualitative research I have conducted myself is creating a questionnaire to see what audiences think of the rebranded advert. It means asking questions such as “what age range do you think this advert was aimed at?” By creating a questionnaire, I was able to collect my data and know what audience members think of my work.

https://docs.google.com/forms/d/e/1FAIpQLSe3eOtNGTg7lsEPkPiwYbQ8ujQpJg0i6vcMrQswxbnjUpT2FQ/viewform (Questionnaire from the rebrand advert)

In the creative industry, qualitative research is used a lot. Wether that be for documentaries, or tv shows, or  even the news. Producing factual information for the audience to watch you would have to use qualitative research to make sure it is accurate. It’s why the news uses a bit of qualitative research in their work as they are observing and interviewing.

Pros and cons-

The pros of qualitative research is that you have many ways to collect the research you want. This also means knowing where it all comes from to make sure it’d accurate as possible. Having research like interviewing people is getting personal experience to back up evidence of what you want to produce. However, because qualitative research is analysing non-numerical data you can’t find out averages and patterns throughout your research.

Market and audience research-

Market research is where you gather information about peoples needs and preferences. This is like box sales seeing which films are successful and what sold quickly. This is mainly for the companies to see what people want and need from tv shows as super hero movies mainly do better than drama so that companies are more likely to produce a superhero movie.  'Market research consists of systematically gathering data about people or companies – a market – and then analyzing it to better understand what that group of people needs.' https://www.shopify.com/blog/what-is-market-research#:~:text=Market%20research%20consists%20of%20systematically,that%20group%20of%20people%20needs. 

Audience research is based on the demographics the company can see when people are watching their film or tv show. This helps them understand for whatever they next produce you are more likely aiming towards that audience. So this is like aiming it towards that audience ages or their style of taste could that be horror or drama. 'Audience research is designed to establish the size, composition, and characteristics of a group of individuals who are, or could be, potential customers. It's important to note that this research is about the people and individuals who make up your target audience.' https://digitalmarketinginstitute.com/resources/lessons/introduction-to-digital-marketing_audience-research_furn#:~:text=Audience%20research%20is%20designed%20to,make%20up%20your%20target%20audience. 

Audience research that I produced throughout my filmmaking was questionnaires. Making a survey for the audience helped me understand what worked well and what certain audience members enjoy. I also got an understanding of what ages they were that watched my film and this helped me see what demographics are the main ones. 

Production research-

Mini task

 

Mini task-

Introduction-

A documentary is a film that produces information for the audience’s enjoyment. Examples could be like: Blue Planet, Louis and The Nazis and Three Identical Strangers. Documentary’s produces facts as well as focusing on public opinions which makes the audience feel involved.

Paragraph 1-

An expository documentary focuses on disembodied and autorotative voiceovers. This means it is directly addressing the viewers who are watching. With an expository documentary, the images will be produced for the audience to see, along with facts and arguments which will have an edited voiceover that is broken down for people to understand. An example of this could be that they put on captions as they break down the facts. With the series of images, it should have a lot of descriptive information which will help and guide the audience to have an opinion. Expository documentary focuses on one point only and produces a direct representation. An example of expository documentary is Blue Planet as the presenter (Sir David Attenborough) is showing the audience the real side to nature. The key features that get explored in expository documentary are: Omniscient voice-over, a right answer (doesn’t leave much subjectivity), and evidentiary editing (usually can see this on news broadcasts).

Paragraph 2-

An observational documentary is different from most documentary’s as we don’t see the film crew, we simply see the things they want the audience to focus on. The documentary style is unobtrusive which means it’s not attracting attention away from the focus. Throughout the documentary, you will not see any judgement and will have neutral opinions on the topic that is being made. This is because it will give the audience the ability to decide on what they think. An example of observational documentary is ‘Grey Gardens’ which was produced in 1975 as it follows two socialites who suffer with a massive problem, money. They explore their everyday life without any crew being involved. Key features in an observational documentary you should see are realism (helps form a better opinion), and handheld shots and little to no voice over.

Paragraph 3-

An interactive documentary is completely opposite to observational as the filmmaker is very present. It contains a lot of interaction between interviewees and presenter which might include arguments. Having arguments throughout the documentary means that there is a high likely hood that there will be different opinions that are being presented on the screen. This may mean that the audience might be persuaded on agreeing on one opinion or even coming up with a new one. However, it may come across as misinterpreted through their arguments as there is a lot of manipulation of the text which is more evident through editing. An example of an interactive documentary is Animals of the Loose and the presenter is Bear Grylls. The presenter is very involved throughout the documentary.

 

Paragraph 4-

A reflexive documentary is where the documentary attempts to expose the certain conventions that are included in documentary to the audience. They could do this by exposing the construction of documentary texts and may even be experimented with. Throughout a reflexive documentary you will have a series of everyday life shots but will be used as bricks or may even be experimented with just like the text throughout the documentary. A good example of reflexive documentary is Louis Theroux’s Weird Weekends (1998) as it focuses traveling to different places and experiencing weird events. The key features of a reflexive documentary are it focuses on the relationship between the filmmaker and the audience, it pushes the audience to reflect and reanalyse their truth and exposing the documentary-making process.

 

Paragraph 5-

A performative documentary approaches documentary style differently as it presents the world indirectly and they do it by emphasises the presentation instead of the content. In addition to this, when it comes to interviewing, they may use things like re-enactments, soundtracks and more dramatic camera shots. This is because it aims to the audience the story in an expressive manner by creating visuals which may help the audience. An example of a performative documentary is ‘Tongues United’ a documentary in 1989 which focuses on the experiences of gay African American men. Key features in a performative documentary include more personal when it comes to filmmaking, the filmmaker may use their own experiences, and they rely on a subjective lens.

Conclusion-

Personally, I feel like performative documentary is my favourite because of the style and how it is visualised, it makes it more engaging for me to process the information that is given to me. Expository documentary is the format that presents information in an objective and unbiased way. I feel like the producers must have a contract with the viewer to be honest in what they show because a documentary is exploring the world in a different way and not glamourising things we see like the viewers usually would when using social media. Throughout documentary’s we see raw emotions being shown and sometimes seeing clips you wouldn’t expect. It is why I think that producers should and have that contract with it not even being physically there for us to see.

 

Initial ideas for Documentary

 

Introduction to the news

 

An Introduction to The News

 

Your Introduction to The News post should focus, briefly, on the basics and key conventions of a news broadcast. Include clips and images where relevant. Focus on clear and concise information and examples, rather than a large word count. Use the boxes below to make notes that you will then type up.

 

Part 1 (using the news broadcast you have watched)

Watch a news broadcast and state which one you watched, e.g., Look East Monday 18th March 6pm.	18/05/22 (look east)
What stories were covered and in what order were they shown?	Looked at inflation/cost of living crisis first and then went to three men who have been jailed who were drug dealers, celebrity starts to bring up important matters with the Health and social care committee (about eating disorders and BEAT charity). Finally, we had Ed Sheeran sending a video to a primary school before going onto the weather.
What happens in the starting sequence and why do you think the visuals and audio have been used?	Music- to wake up the audience and grab their attention. Sound is catchy. Using animations like the world sphere represents it is stories worldwide and bringing people together. It then shows the presenter who begins the opening story.

 

Part 2 (using a story from the broadcast you have found)

What was this story about and what was the structure of the report (lead in, main content, final comments)?	The story was about – The only way is Essex star (Charlie King) talking to mps about body image on his mental health. There are local charities trying to improve and help body dysmorphia.
Who is involved in the story?	Charlie King, MPs and Colette Mullins.
How are the people in the story represented?	They are being represented in a more positive way. However, it is unbiased because the news views on these people are not said or to influence the audience, they are just telling the viewers who they are.
How did you feel about the people in the news story? Why? Use the following terms where relevant: accuracy; balance; impartiality; objectivity; subjectivity; opinion; bias; access & privacy	I personally think these people are helpful. Without the news being biased, I was able to give an opinion on how I felt about them. I feel like that these people are quite important as they bring up matters in an objective manner. There is a balance in this story as we are not just hearing from one person; we are hearing from a person who has experienced it as well as from a professional who deals with clients on a day-to-day basis.
Was the news story narrativised? i.e., was there a construction of a narrative to help the audience follow the news event.	The story was narrativised in a way where we had a voice over as the viewer begins to see who the story focuses on.

 

Part 3 (referring to the Anglia News documentary)

Who are the newsreaders / presenters in the broadcast you watched? (Name, age, gender, etc.)	Jo Malin in her 40s gender is female and white. Bob Warman in his 50s is a male and white.
How do newsreaders address the audience? Why?	At the start of the program they will say 'hello' or 'good evening'. They do this purposely to make the audience feel more included.
What is the role of the newsreader / presenter in a news broadcast?	The role of a newsreader is to present news that is happening in the audiences community or even around the world.
What skills are necessary for newsreaders / presenters?	Skills that are needed to be a good presenter are: listening. They need to listen as the ear piece has people talking just  in case there is an urgent story and have to changed. They need to be able to be confident as they have to present to a lot of viewers.
what is a field reporter and what do they do?	Filed reporters are out of office jobs where they go out searching for stories and interviewing people to bring a story together.
Who else is involved in a broadcast and what do their roles entail (3 more with 3 bullet points each).	You have a camera operator who's role is to use the camera and make sure that it is in focus and operating correctly. In addition, you have a broadcast mixer which means they are responsible to combine multiple audios. They have also the role of processing the audio and decide which one should be chosen. You then have a timer to make sure that the stories they are broadcasting on that day and do not over run.

 

Part 4 News Ordering - 'What Makes the News'? (research)

What is meant by the term news ordering?	News ordering is the order the news is placed throughout the thirty minute. It usually starts off with more serious and dark topics that some viewers may find upsetting. However, at the end it finishes on a lighter note with more funny stories.
What is the term given to the list of stories that will likely appear on the broadcast?	prospects list
Which story is likely to be shown first and how / why is it selected?	The story to be shown first is the most breaking news and must have more coverage on it.
Why is the ability to think and act quickly important in news?	Because of how much chaos goes on you need to be able to handle the pressure as it can easily change. You also have presenters who must handle the pressure as there is a lot of people telling them what to do through an earpiece on live television.
What is meant by the term 'slow news day'?	That there is not a lot of news to cover.
What is the final story often called and what is its function?	The final story is to ends the news day on a more positive matter. The stories are much happier story as throughout the news it can be tough subjects.
What is meant by the term 'news values' and which G & R wrote about them?
What is actuality footage and stock footage and why are they used?	Stock Footage: Stock footage, and similarly, archive footage, library pictures, and file footage is film or video footage that can be used again in other films. Used to to make clips fit together in a seamless way, as well as adding filler. Actuality footage: Non-dramatised footage usually shot for inclusion in documentary films. Used to show realness and naturalness.

 

 

Links to my Documentary work

 https://youtu.be/wHcdclH8jC4 - my documentary 

file:///H:/downloads/scan_59386_2022-06-21-14-15-50.pdf  performer release form 

file:///H:/downloads/scan_59386_2022-06-21-14-14-31.pdf  location release

https://eastnorfolk.sharepoint.com/:w:/s/Section_12592-1-2-1Georgia/ESo6oSU2OIVBjnCrA2ESUNQB2tFhT7YuzSQvlPhWc7bd6w?e=7axYri  -production schedule 

https://eastnorfolk.sharepoint.com/:w:/s/Section_12592-1-2-1Georgia/EfYynauZ6MJBg1aOjQ6jkwsBAKrgsqPNjltotp9M7ZnTww?e=75bLke  - risk assessment 

Pre production documents

                                                    pre production documents-

This is the shot list - https://eastnorfolk.sharepoint.com/:w:/s/Section_12592-Team2-Advertising/ETKQIZ9adY9FtR78U-tDo3IB2JsQ-2VyFtq-PthlXdYYRw?e=sfQS7b

This is the storyboard- https://eastnorfolk.sharepoint.com/:i:/s/Section_12592-Team2-Advertising/EefOVsy4yc9GlbDKMhWWCYAB2QKrCBMG5QL9tMdcBTXiMA?e=xmtFk1 

https://eastnorfolk.sharepoint.com/:i:/s/Section_12592-Team2-Advertising/EUVWxSxNAWtDhmmV76BXwywB3L7hUdqeKc8EK8qB7P8gzA?e=EGC6dI  

This is our Script by using celtx- https://eastnorfolk.sharepoint.com/:b:/s/Section_12592-Team2-Advertising/EZRiDm5NWCpFqglTLQeUixMBmdUv5R1_H3d-70Ryqwxy4w?e=VvExgd

Prop and Costume list - https://eastnorfolk.sharepoint.com/:w:/s/Section_12592-Team2-Advertising/EXSi_q7JsWpAnuwjtMG23rABQ2DxtMaFzeI37fByaYq74g?e=tcfsb9

Location recces- https://eastnorfolk.sharepoint.com/:w:/s/Section_12592-Team2-Advertising/EaVwYq4JsnBLkdzrgRxb0d8BVNTFE3YM6eLBSymnAplu6w?e=AN4Xpd   (the kitchen)

https://eastnorfolk.sharepoint.com/:w:/s/Section_12592-Team2-Advertising/ER8KvDFMmHNAqOWvNjaZUlQByTS2RXbe8e1mjIutOC6FQA?e=OvZkLg (the park)

Location releases - https://eastnorfolk.sharepoint.com/:b:/s/Section_12592-Team2-Advertising/EcP6i06-W5lNg0FH3gHQ4XIByFK9OkcFp2QcsnKnUJahZQ?e=XLniPK

Talent releases- https://eastnorfolk.sharepoint.com/:b:/s/Section_12592-Team2-Advertising/EWQ94TIoItRLnkN51e31l90B18h3zMk9BFKPKIlntIzJQg?e=9y2QRL (Reece)

https://eastnorfolk.sharepoint.com/:i:/s/Section_12592-Team2-Advertising/EWxAtWwJKbFNgqH5EjX7ZFQBBqBEtCNUzhWZLsX_sT4Lrg?e=XszXhX (grandad)

Budget sheets- https://eastnorfolk.sharepoint.com/:u:/s/Section_12592-Team2-Advertising/EVgv8IBtojZDsiTrqyj0TLwBwjBNDulFz1TwrcefmlEZVA?e=MMrcJo

Risk assessment - bhttps://eastnorfolk.sharepoint.com/:w:/s/Section_12592-Team2-Advertising/EXfsolN7btdHj1_AVwNAuNsBoShuDDqhQHqLK0_PYczXug?e=ogX149

Production schedule- https://eastnorfolk.sharepoint.com/:w:/s/Section_12592-Team2-Advertising/Ed20r2u1uEBIo0x-3ixc0wYBjeuPVC1UU6b8Km6r5qWf4Q?e=kQyzm

Synopsis- https://eastnorfolk.sharepoint.com/:w:/s/Section_12592-Team2-Advertising/EVJojgnJKHBDl5l0Cc6a6EkBXpZHD5NN_8cPK_d482wczw?e=y5nSf1

Advert analysis- Guinness

 

                                                             Television advert analysis-

The advert focuses on a beer called Guinness. The ad is focusing to aim people specifically middle-aged men to drink their beer as it is ‘worth the wait’. The target audience is mainly aimed at middle aged men, but it is also to anyone who is a fan of beer. We know that it is aimed at middle aged men because in the advert all the characters are men and act very manly especially going after the waves and messing about. The demographics of Guinness is towards the older population but by bringing in adverts you can attract different target audiences and get more population in drinking the beer.

The Guinness advert was released in the year 1999. Personally, I think that the advert would be advertised in the later evenings as more adults are watching tv at night-time and then the company will be attracting more sales because of when it is advertised and who it is aiming to. I think it would be shown on channels like ITV and channel 4 or any main channels that people use because they use adverts as well as those channels being popular as most people watch programs on that channel which means they will be able to see adverts like Guinness. The advert is a standalone advert as it doesn’t have any repeated characters and we don’t see the same plot. However, we see the same slogan be used throughout the Guinness adverts. In addition to this, we don’t have the characters speak where you would see in mini-series adverts have characters talk and have some sort of plot through a period of adverts whereas this advert didn’t. In my opinion, this advert is a mini drama as all the men in the advert run to the sea and we see action as they are fighting against the waves or the animated horses that come through the waves. You know it is a mini-series advert as if it was a documentary type of advert, they might have someone go to local pub and try it out or make it more realistic. But because this advert wasn’t realistic because of things in the advert like the horses we know it was more dramatic rather than documentary. The advert has a combination of animation and live action into it. At the start for around thirteen seconds, we just have a close-up shot of the man looking at the waves. The only animation we see is from the horses as they represent the strong sensation of the beer and how they stereotype men as strong’ and that the beer is for ‘typical men’. The style of ad is very dramatic and serious as it is a way to engage and have a different approach to engage audiences. They use the seriousness by having a lot of silence in the advert. The first thirteen seconds being in silence makes the audience curious on what is happening which then makes people stay and watch it. But we have a hint of dramatic as loud music comes in as all the men are in the water fighting the waves.

Personally, I don’t think the advert follows everything from AIDA. I think this because, it didn’t attract me having it all in silence at the start makes me not want to carry it on watching and to switch off the advert. But I understand that with a wider audience purpose it will engage people to watch as carrying on watching the advert will answer people’s questions to why it was quiet at the start. I don’t think it brought interest like low price, but we had a nice location as it was at the beach, but it was in black and white, so we still get the sense of seriousness having it in that colour. I think putting just men and having them acting like typical men makes people have that desire to be like that. Not only that, but them choosing men who are muscular makes that desire to look like that but also be able to still drink beer. It is like having Guinness gives you strength and be able to have fun out with your friends which we see as the whole tumble over each other and have fun. I think the advert shows action as well as promotes it because even though the men waited then they proceed to act of going after the waves which is conveying that you must wait for Guinness but taking that action will give you victory.

The lifestyle appeal that is shown is that the people that are in this advert are quite healthy. It gives the target audience something to aspire to and reach. The usp is used in this advert by having the classical slogan Guinness use but not finishing it off. So, having the use of ‘good things come to those who…’ and having the audience understand it shows the popularity of it. The bran identity is what we see when we have a bird’s eye shot of the sea foam appearing shows what the beer is like as it has a foamy head.

The two organisations that regulate advertising content in the UK are ASA and CAP. ASA responds to complaints and concerns from the public and are responsible for banning ads that are harmful, rude, misleading or offensive. CAP is responsible to offer authoritative advice and guidance on how you can create campaigns and still manage to follow the rules.

The advert has mise-e-scene included which you see in things like tv shows and movies. The iconography you have elements have a western genre which we see as the first shot you have the man staring which links back to the Mexican stare and have elements of sand and horses. There was a lot of camera shots in this advert you had: an establishing shot, close-up (and some extreme close ups), long shot, medium shot, birds eye view and worms eye view. Because the advert was filled with action having all these cameras shot made it seem quick paced like an action movie. With the soundtrack you have elements of silence, but the advert mainly uses non-diegetic sounds such as soundtrack and voice overs you never see the characters talk to each other in the advert. The graphics that was used in this advert was incorporating the slogan at the end of the advert. The lighting is natural along with having ambient lighting. The natural lighting is from the sun and the ambient can be from set lights the crew have.

 

 

About ASA and CAP [online] https://www.asa.org.uk/about-asa-and-cap/about-regulation/about-the-asa-and-cap.html - accessed 24th January 12:32

Dove reserach

 

                                                           Dove-

Changing target demographic audience-

The current target audience is aimed at both genders but specifically middle-aged women. We know this as adverts and posters use actors around that age to sell the product. However, we know that this product is used by many ages and gender as the company have different products like dove men. A new target audience would/ could be younger women and even teen girls. I feel like this would be a good way to get the product around as we know that teenagers use social media or even telling their friends things, they want to share which could be a good way of sharing the product. One way to achieve this is by making sure to use popular social media platforms that we know will reach the target audience. In addition to this, I would include younger actors in the advert and a situation all teenagers can relate to, so they know that the product is reliable.

Logo-

Personally, I feel like that logos are a massive impact in advertising as it is what attracts an audience. If you have an intriguing logo it is what will get the most interest. Therefore, I decided to change the logo as personally I feel like the logo didn’t look inviting or interesting; I wanted a logo that would want the audience to immediately buy a product. I decided to create three different styles as I would have a wider range of choice. The first choice was a bar of soap with the bubble writing dove in the bar of soap with bubbled around it because of the first product Dove released. I think the logo is quite fitting as it shows the audience what type of company it is and may even get the target audience higher if they are looking for a skin care product. The second choice/ design was just bubble writing of Dove coloured in blue with bubbles surrounding it.

Unilever research

 

Task 1-

What was the unilever founded? And who by?

What are the core values of the company? (based on own opinion and research)

How many brands do unilever hold?

List some of the main sectors those brands belong to (food)

 

Unilever was founded on the 2^nd of September in the year 1929.Unilever is a company that focuses on products such as: food, beverages, cleaning products and personal care products that are very popular to this day. The main values the company Unilever focus on is integrity, respect, responsibility and pioneering. Personally, I agree as these values are important for any company as making sure to have respect for each other means things can run smoothly even with things like being able to take responsibility as it means people can help each other. In addition, I think values like kindness with each other would be a good value that the company would have not only with the workers but also the customers as well. Currently, the brand boast over 400 hundred companies and the brands that come up regularly with this company are products such as: Dove, Axe, Knorr and Lipton.

 

Task 2-

The brand I have selected is Dove. Dove is a skin care product that aims at both genders. Dove first started in 1957 originally in the US as a hand soap bar. The product was famous for it’s uses of being less drying on the skin so it meant it was reliable for people who has sensitive skin. Over the years the company have grew and now have more products including moisturiser and body lotion. The product is aimed at women mainly especially middle adulthood. Even though there are products for men the advertising are aimed for women. Dove do use social media platforms such as Facebook and Twitter.

Tv advertising evaluation

                                        Tv advertising evaluation-  

                        https://youtu.be/cho3L4UCtmE (Our video advert)

The brief that was given to our group is that we were to create a thirty second advert. The advert was to recreate a unilever product of our choice. Unilever is a company that promotes a range of different brands like: Dove, Lynx, Lipton and Ben and Jerry’s. It’s aim was to change the demographics of the product that we thought was best suited.

 The finished product and feedback-

What product did I choose?

As an induvial, we all chose different products and had original advert ideas before becoming a group. When we became a group, we all decided to choose a product that we thought was best suited to our style of filming and that would make it easier to fit the brief; therefore, we decided to choose Ben and Jerry’s. We chose Ben and Jerry’s because the advert was bright and fun, and we all had additional ideas to improve. This was like already having ideas for a slogan and how we would have certain shots, it made it feel more creative compared to the other choices.

Who is the current target audience for the product and who did you decide to appeal to? Why?

The current audience for Ben and Jerry’s is ages five to twenty-four. As a group we thought of changing the target audience to an older audience such as ages sixty and above. We chose to do this as the ages were aimed at younger people already and we knew the product can be aimed at all ages because it is a food product that mostly enjoys. In addition, we chose this product as we knew with the advert, we could use certain materials or styles to aim to the older generation. With this, we focused on colour design, slogans, lighting, costume and sound. We knew if we were aiming it to this audience, we would have to at least include an older person in the advert and as a group we were able to easily have an older actor.

 

How did you collect the feedback (comments / responses from others) on your finished advert from your target audience? Provide a summary of the main points.

 I collected my information by using a google doc quiz and emailed and sent it out to people. We gave them a survey of questions such as what they think of the advert we have produced.

Looking through the results we begin to get an idea of how people view our advert. With the age range we knew that the average was seventeen year old's which means it may affect how they view the advert due to them thinking differently compared to a forty year old. In addition to this, the majority voted that the age range was sixty and over which is what we wanted the target audience to be; it helped us see that we were successful in reaching the target audience. Using a questionnaire helped us see if we were successful in producing an advert that hit the main targets. 

Appropriateness to audience: do you think you managed to get the main message to your target audience you specified in pre-production. Would the advert have an appropriate impact on them?

I personally think the main message/purpose of the advert was reached. Our main message was to get an older target audience to buy ice cream and relive the taste. The ice cream is meant to make you feel young and free that you won’t want to put the ice cream tub down! In pre-production we had to plan our vision out and is why we decided to put two generations into the advert. The original storyboard is that the first part is of an older man looking down and picks up this Ben and Jerry’s tub. When he takes a bite, he becomes shocked and goes into a flash back of when he was younger. In the flashback we see him moving about quickly and everything is bright and free, he looks happy. It then goes out of the flashback back to the older man and he decides to take another bite. We think this was an appropriate advert as it wasn't discriminative and followed the rule of the bcap regulations. This means making sure my advert didn't have any: swearing, influencing younger people or discriminative actions or comment in the adverts. I think the advert would have an appropriate impact on the audience as I feel like it would give them a nostalgic feel and make them think of the good times in their childhood/ teen years.

  Think about the technical and aesthetic qualities of your advertisement. Analyse your use of: mise-en-scene; camera; editing and sound.

For our advert, we wanted a summer aesthetic. We wanted this cause of having bright colours in our advert as well as ice cream being a summer food. With mise-en-scene, you have nine topics to focus on when creating a film; these are: colour design, costumes, iconography, setting, make-up, actors, props, lighting and sound. These are all key factors you have to think about when creating a film/advert,

Colour design-

The colour design is such an important part of our advert. We had to think about what colours we wanted to be featured into our advert. We knew that we wanted bright colours so we knew that would be like blue, yellow, red and green. Blue was a key colour of our advert as the weather would have a blue sky and the Ben and Jerry’s tub has a lot of blue on it. When thinking of colour designs it was important to think about editing as well. This was like in the editing process we realised we wanted everything to be a bit brighter so we decided to bring up the saturation. However, because of certain shadows from the weather it made certain parts look like a colour it wasn’t meant to. This made it difficult in the editing process. It meant for next time when we did a location reccy on Em’s grandad’s kitchen we focused on colour. We realised he had a lot of white in his kitchen and with a window of natural lighting it would look more blue on camera. This is not what we wanted. So when it came to filming we made sure not to film at certain angles to get that colour.

Costume-

Costume can represent a character from their emotion or even how they act. For our advert, we decided we didn't want any costumes that were out there and that we wanted it to be simple. So with our actors we made sure that there was no logos or labels on. The clothing was normal clothing like jeans and jumpers ect. We wanted to do this because it would have more of the audiences focus on the product rather than the actors.

Iconography-

Iconography is having certain aspects of genres embedded into your film/tv advert. This could be like a gangster genre being included into the advert. It is stereotypes of what you would think to be in a film. So sci-fi would be like colours blue and gray and scientist and technology. In our advert, I personally think that we didn't include many iconography as we wanted it all bright colours and we didn't get any inspiration from films to create the advert.

Setting-

Setting is a key part about a narrative/story line in film. With setting it sets the scene of what is happening to the character. With our advert, we had two settings which were: the kitchen and a park. We chose a kitchen as it was realistic and made it more authentic as well as causal. Our idea was to keep it natural because if you just have a person going into the kitchen to get ice cream it's not making the product look that in your face that you don't want to try. We then chose a park because it is the flashback of when the man is younger. We thought park would remind the audience of childhood as most of us spent our time on a field or at a park. The setting helps with our adverts story line so it makes it easy for the audience to follow along.

Make-up-

Make-up can be used for special effects to create a character or to match with the costume. In our advert we didn't use make-up but if we couldn't find an older actor we could of got a different actor and used make-up to make them look older.

Actors-

For actors we didn't need a lot, we only needed two. We needed someone who was or looked over the age of sixty. We was able to use Em's grandad for this as he was willing to help us and it made it easier if we needed to re film something as Em always had contact with him. Our next person had to be younger but didn't need a specific age. This is why we chose my friend Reece has I also always had contact and it was easier to collide a production schedule as we had a similar timetable.

Props-

For props we didn't need a lot. We wanted the main focus on the Ben and Jerry's tub. The only props we got for the advert was : the Ben and Jerry's ice cream, the spiny hat and the plastic spoon. We didn't want to go over board on the props because of the cost and to keep the advert simple. We knew having too many props would making filming harder such as keeping up with the continuity. The ice cream was used because it was the main product and the spoon was so it linked with the scene before. The spiny hat was to represent that it was his younger self and it also had bright colours which matched the theme.

Lighting-

For lighting, we were shooting in the day time so we had a lot of ambient lighting to use. Luckily, the day we were shooting the younger person we had quite bright lighting as it was sunny. This meant that we was matching the aesthetic we wanted to. The only problem we faced was making sure we were shooting at the right angle because of the lighting. We knew we couldn't film at a certain angle where there was a lot of shadow as you would see the camera crew throughout it; it would also mess up the continuity as the shadows would change.

Sound-

When thinking of sound for the advert, we knew we didn't want it to be too extreme. The sound had to match with the target audience well. We didn't want music that wasn't pleasing, we knew that is could annoy the audience and it wouldn't reach the target we wat which is to sell the product. We also wanted the type of music and sound to match up with our target audience which was sixty and above. So we went with elevator music because it wouldn't be too annoying and matched with the advert well. In addition, we used non-diegetic sounds such as a voice over in our advert. We used it right at the end to say ' relive the taste' so we were highlighting our slogan.

 Effectiveness of content: Do you think your finished advert effectively sells the product to the specified audience through its storyline/narrative?

Personally, I think the finished advert sells the product to the specified audience through the story line/ narrative we created. I think this because, we used actors that matched up to the target audience. The story line would link well to the audience because we have a flashback reference so that if the audience get this product the feeling they get when they eat the ice cream is what you felt when you were younger. In addition, I think that the storyline is easy to follow and means that people are more likely to buy the product. As well as this, we knew that this storyline wouldn’t offend the audience as an older target audience may be offended more easily. We made sure things like sound wasn’t too quiet because as people get older you lose your hearing.

What was the effectiveness of the persuasion techniques you used to sell the product?

We decided to go more with a sub-conscious persuasion. This was like giving the nostalgic feel for the audience and making them remember what they were like as a child/teen. Having this persuasion links to our slogan relive the taste as the audience will be able to relive the feeling. It makes them think that they might be able to relive the taste of Ben and Jerry’s and make it feel like it is their first time trying it all over again. I think this makes it effective as it is such a nice feeling to be able to reflect on your personal life just by an advert; it makes it feel like the main focus is the audience as well as the product, and that it is the important part. In addition, it makes the older generation realise that it’s a product they can involve their family. So this is like if they have grandchildren they know they can share. 

Clarity of communication: what was the message you were trying to send to the target audience? What were the main techniques you used to send that message? e.g., I wanted to tell teen audiences that drinking Bovril is not just for older people so I used younger actors and hip/colloquial language to appeal to them in the hope that young audiences would identify with them.

The main message of the advert was that the taste is so good that you want to relive it. In addition to that, it is for everyone to eat; this is why we used actors of all age ranges from 17-60. Having the story of the older man eating the ice cream and then having a flashback to when he was a teen eating the same ice cream; the flavor never gets old, and no matter how many times you have it, it feels like you are reliving it for the first time. However, our appeal was to the older generation and I feel like we did this well as our main character was the older person who we was aiming our target audience to. For once a fun product is something that everyone can use and tastes good.

Overall, do you feel your advert is fit for purpose? i.e., does it look professional and does it comply with advertising regulations? You must extract information from the ASA / BCAP code here as it will meet the requirements for Unit 2: GC1.

I personally feel that our advert fits the purpose. I think this because, it looks professional as we have logos of the product as well as keeping up with the continuity. What I mean by continuity is that everything is the same throughout each scene. An example of this is, if in one of the clips a girls hair is tucked behind her ears but the next scene its tucked in front without the audience seeing the action of her moving the hair forward, the continuity is off. It needs to be able to flow through the scenes even when changing camera angles. In addition to this, we made sure the advert was appropriate and was not rude. So this included: no swearing, no sexual comments and no racial comments.

Personal reflection?

 How does the final advertisement compare with your original intentions? Reflect on your documentation, e.g., you storyboards and other pre-production, final advertisement and audience/peer/tutor feedback.

Overall, I feel like the advert matched up to the standards we wanted it to be. With our original idea, it was a bright and colourful advert and we mapped that out on our storyboard. This means that, we had an idea that could blossom into something great and in the end the advert matched up and was similar to the storyboard. When it came to the pre-production documents it was very organised and very thorough with the detail we put into it. We knew as a group that the pre-production documents were important and it is something that we could fall back upon if we needed to change something in our advert. Finally, the audience's feedback was positive and it is what we wanted the outcome to be; the advert was meant to make people smile at it and think that is actually quite creative how you have produced something that matches with the slogan. The advert meant that people could sit back and relax and have more of the positive side of social media and advertising.

Self-evaluation: Reflect on how satisfied you are with your final advert. Would you do anything differently if you were to undertake the task again? Finally, evaluate your own involvement in the project.

In conclusion, I feel like the advert was really successful. Although we had challenges, we overcame them and still managed to get the advert all edited and uploaded in time. If I had to undertake this task again I think what I would do differently is change the location. I feel like location was a problem in this task as everything about the location got changed quite quickly. I feel like if we were to choose a location I would choose the beach to match with the bright colours and to match the summer theme; especially when it focuses on ice cream. Personally, I feel like I did a lot of the work load. Em and I did a lot of the pre-production documents as well as filming because a member didn't want to contribute and another member got added to the group late. However, I feel like it was a positive thing to happen in the group cause it made me realise what i can produce to people with a lot of pressure on me. I think this advert went successful and that if I had to undertake it again I wouldn't change a lot cause I thought it was good.

References-

https://iceboxmnl.com/products/ben-jerrys-pint-473-ml Ben and Jerry’s photo accessed 9^th May 2022