Task 5 - Pitch

Pitch

Chewing gum pitch from aliyah alsaud

Task 4 - Codes of Practise - AS2

Codes of Practise

Before i make a start on my advert, i will need to ensure that i don't violate any of the guidelines that have been set out by ASA and BCAP. If i do break the codes then i will risk my advert not aired either due to legal and ethical issues which includes copyright music, copyright of ideas or risky content, false advertising and product placement. 

The image above shows the BCAP codes of practise contents page.

The image above shows the ASA guidelines.

After analysing both of the guidelines i have confirmed that i will not run into any ethical issues as my ideas are original, i didn't look around for inspiration but i did analyse other adverts to get a gist of what has been used beforehand. i have decided that i will not have any other branded products within my advert so i won't have to focus on product placement. 

Task 3 - Requirements For a Production - AS2

Requirements For a Production

It is important to be up to date with all of your requirements for production because it shows organisation and allows us to be prepared for the process of filming our advert. This includes all of the technical equipment, potential filming locations, actors and actresses and the costumes and props. 

Technical Equipment

What equipment am i going to need?

For my advert i am going to need the following equipment:

A camera:

This is the Canon EOS MkIII camera. It has a full frame 22.3 MP DSLR with 61-point autofocus and 6fps continuous shooting. It captures high-quality full HD movies, with manual control over everything from frame rate to audio.
This camera is £64 a day if you want to hire it. We are going to hire this camera for 7 days therefore the final price will be £448 excluding VAT. Including VAT it will be £560.
I am going to get this from a hiring website called http://www.hireacamera.com/en-gb/products/HAC00-00403-eos-5d-mkiii/

A tripod:

This tripod costs £8 a day excluding VAT, we are going to hire it for 7 days which will cost £56. The price including VAT will be £70. I will also be hiring this from the same website. http://www.hireacamera.com/en-gb/products/HAC00-00241-fluid-tripod/



A boom pole:

The rode boom pole costs £4 excluding VAT, including VAT it would be £5. We will be hiring it for 7 days so the total cost will be £35.
We will be hiring this from http://www.hireacamera.com/en-gb/products/HAC00-00593-boom-pole/



A video mic:

The video mic also costs £4 excluding VAT, including VAT it would be £5. We will be hiring it for 7 days so the total cost will be £35.

We will be hiring this from http://www.hireacamera.com/en-gb/products/HAC00-00256-video-mic/

Headphones:

As for headphones, i will be using my own Dr Dre SOLO HD beats. They are one of the best headphones on the market so far. Therefore it will be free but they were £135 to purchase alone from Argos.

The total cost for technical equipment will be £835 including the headphones. We are going to be filming for 7 days and each shot will include a 2 hour time frame.

Potential Filming Locations

I could either film my advertisement in a living room:

Or in the backseat of a car:

I won't need permission to film in either of these locations because they will both be owned by me.

The way to get to my house is a 128 to whalebone lane south and cross the road to number 780 southward road. 

The only problems i may incur in any of these locations is the risk that it's mine and it may become easily damaged.

Actors and Actresses

For my advertisement, i will need an equal amount of actors and actresses in order to balance genders. So i think i will have 1 boy aged 17 to play a son a girl aged 18 to play the daughter and a parent (male or female) around the age of 45. The 17 year old son will be asian, the 18 year old daughter will be mixed race and the parent will be white; assuming he adopted two children. This will avoid ethical issues and balance out races.
In order to find my cast members i will set up auditions for the part with these specific requirements, they won't need to be the exact age but as long as they look like they're that that age they will be fine. I did consider doing screen tests, but i decided that auditions would be more accurate as i can see the people directly in front of me.

The actors/actresses within my advert will do the advert as professionals and will be paid £5.50 by the hour. As professionals, they will be quite known and because they have experience within the industry, i will expect them to do a good job.

The general public will not be used in this advert as it is set within a household. Therefore i will not need to write a disclaimer for their permission.

Costumes and Props

For costumes, there won't be any need for us to provide anything specific all that is required is casual attire for all actors/actresses. The props we will need would be 4 different types of chewing gum, mobile phones and the setting of a living room
To source my props, i will need to use a provider in order to practise purchasing economies and buy the props in bulk for cheaper.
Storing the costumes and props between shots won't stand as an issue because the props are small and mobile so they are easy to store and the costumes will be owned by the actors/actresses so they don't need to be stored unless with valid reasoning.

Rough amount that's going to be spent on costumes and props would be £0 for costumes because they belong to the actors/actresses but around £2000 on props because we will need to buy 2 mobile phones and a few packs of chewing gum.

Task 2 - Ideas Generation - AS2

Idea One

FORM: Realist Narrative 

STYLE: Humour

CONTEXT: This is set in a school when a student needs help and puts his hand up. The teacher comes to offer help and the student screws their face because the teacher has bad breath. The teacher then notices the bad breath and pops a rectangle chewing gum into his/her mouth and then all of sudden all the kids want his/her help.

TARGET AUDIENCE: Everyone.

WHY IT APPEALS TO AUDIENCE: No one knows when their breath smells and children always tell the truth, so to avoid ay embarrassment that everyone is vulnerable to they should just eat a chewing gum.

USP: Flavour is intense, offers a long and instant solution to bad breath.

STORYBOARD: 

Idea Two

FORM: Anti-Realist Narrative

STYLE: Surrealism 

CONTEXT: There will be a dad making his kids take a taste test to try his new chewing gum. They will eat the other ones and when they get to their dads one their whole world changes, their taste buds explode they can see the future, they get a high off of the chewing gym because it tastes so nice.

TARGET AUDIENCE: Everyone.

WHY IT APPEALS TO AUDIENCE: Everyone needs chewing gum once in their lives. So they would want one that change their life for a long period of time.

USP: Intense flavour, lasts for a long time.

STORYBOARD: 

Task 1 B - Market Research - AS2

Market Research

These are the most popular brands within the chewing gum industry. Within my audience research, these are the chewing gums that were mentioned; even if it was just the once.

Adverts

This extra advertisement is in the style of intertextuality because when you watch it, it is as if you are watching a movie. There is a lot of emotions behind the advert, mostly love and it is in the form of realist narrative due to it being relatable to real life. This is effective in showing the ways that one can enjoy chewing gum throughout different aspects of life, whether you share that with someone or not. It is said that certain smells, tastes and sounds can bring out memories. it seems as though Extra was trying to appeal to that theory. i noticed that this advert didn't use any famous faces,  and that's probably to be able to interact with the many of us that aren't famous to show them that the smallest gesture (a piece of chewing gum) can bloom into many other things; it opens doors. Giving people hope in a way. 

This advert is effective because its only 4 seconds long and because it is short and snappy and it includes the company's 4 word slogan 'eat drink chew, Extra' which makes the audience process it due to it being so short; makes it easier to remember. 

This airways advert is in the style of humour, the tune the people are blowing would be humorous to some. Using this style is effective because if you make people laugh then it leaves them in a good mood. If you have a positive effect on someones mood then they are more likely to enjoy the things that are included within the advert therefore selling the product at hand.

Task 1 B - Target Audience Research - AS2

Target Audience Research

Focus Group

Quantitative - Survey Monkey

I have created a survey on chewing gum and collected feedback from my peers. I am now aware
of the best methods and techniques required to sell my product. From my survey i know that 70% of the people i asked buy their chewing gum either everyday or multiple times a week which suggests that the consumption and demand of chewing gum is very high meaning that my product would sell efficiently. My second question asks 'What brand of chewing gum do you purchase?" and found that 73.33% bought extra when they buy chewing gum. My third question asked 'What is your gender?" and i found that 56.14% were male. This shows that more males buy chewing gum than females. My fourth question was "What is your favourite flavour?" and 29.31% said ice. My fifth question was "What is your favourite colour?" and 29.31% said that their favourite colour is blue. My sixth question was "How old are you?" and found that 75% of people that answered the question were between the ages of 12-17.  My seventh question was "What is your favourite shape?" and found that 36.67% of people said that rectangle was their favourite shape. My eighth question was "How do you like the taste of chewing gum to be?" and 63.33% said they like their chewing gum to be intense. My ninth question was "how much would you be willing to pay for a standard pack of chewing gum?" and 58.33% said that they would pay 50p for a pack of chewing gum and my tenth question, which was my last question, was "usually, how long does your chewing gum taste last?" and the highest result back was more than 10 minutes with 39.34%. All of the results i have stated above were the highest results that i had received from each question.

Task 1 A - The Language of Advertising - AS2

Different Types of Magazines

Within the advertising and magazine industry, there are various genres that are published which have different target audiences, some examples of magazines are shown below, you can see the different techniques that they use on each cover and how it applies specifically to the genre.

                                           Sport                                                      Food

                                      Lifestyle                                                 Music
                           

                                            Teen                                                         Fitness

News                                                         Fashion

Why Are Language Devices Used?

Language devices such as:

Mode of address - This is the ways the text address the reader, for example; if they say 'you' they're addressing you, making the audience feel subjective to the author and grabs the attention. This is how the media interacts with their audience.

Alliteration - This is the occurrence of the same sound or letter; this is used to focus the attention on a particular section of text, it creates rhythm and emphasises certain words.

Power of 3 - This is used as humour because things that come in 3 are typically a funny gesture. It is an effective way of getting information across because helps the audience remember it.

Colloquial - This is used to set a different tone, its usually uses an informal and more personal tone which engages the audience even more because you're instantly connecting with your readers.

Emotive language - This is used to create emotion among the readers; words can provoke either positive or negative responses depending on what the topic of the magazine is.

Monosyllabic - These words are usually short and snappy therefore are effective to the reader.

Personal pronouns - Used to emphasise what the character is feeling, it shows that the person is sharing personal information with the audience.

Abbreviation - This is used to shorten a word or phrase so that it sounds more exciting.

Rhetorical questions - This is used to allow the reader to make their own decisions and by doing this it also emphasises the point that they're trying to make because you have to process an answer yourself.

Exclamation marks - These are used to display a strong or urgent feeling; they also express excitement because they add emphasis.

Repetition - This is used to reinforce a key idea and drive home a message to a reader.

Rhyme - This helps makes phrases more catchy and interesting which captures the readers attention. It also helps the phrase become well known because they may say it in casual conversation.

All of these techniques are used on the majority of magazine covers, but why?

I just used one as an example. The fact that I asked you a question and as my audience, it intrigued you in to thinking about the answer. That is the primary reason as to why magazine publishers use a combination of all of these techniques; to engage their audience and get them to want to read on further. This then maximises the company's profits if more people are buying the magazine and ultimately, the two goals both are based on popularity and profits.

Analyse Glamour Magazine

This glamour magazine is a good example because it uses a lot of the language techniques.
This Look magazine used exclamation marks in the quote 'Amp Up Your Look!'. There's also repetition within that sentence because the magazine is called 'Look' and it refers back to its name to engage their audience and keep them aware of what the magazine is called. The magazine also uses colloquial language, rhyme, personal pronouns and a rhetorical question all in one quote; "Are You A Rinsta Or A Finsta?". Due to the direct invitation of speech used ('You') it makes the audience feel somewhat special as if the magazine is talking directly to them. Abbreviations are used on the magazine cover where it says 'It's LBD Season!'. LBD is an abbreviation for little black dress and usually only people interested in fashion would understand this term which shows the magazine publishers reaching out to their target audience. The other techniques this magazine cover uses are: alliteration, power of 3, emotive language and monosyllabic. The example for alliteration is 'Best style & Beauty hacks' the repetition of the 'B' makes it easy for the words to be remembered as they roll easily off of the tongue. An example for power of 3 and monosyllabic is 'NYC, London, Milan' 3 well known places of fashion which also relates to the target audience. The last example would be for emotive language; 'The heath scare that's changed my life'. This changes the whole mood of the magazine, showing the audience that there is other things that go on in the world that would affect people.

Magazine of Choice

This vogue magazine demonstrates many advertising techniques such as: mode of address; the magazine cover says 'Dress up with YOUR hair'. This is directly addressing the audience and making it seem as if the magazine was made specifically for them. Alliteration; 'Fashions most fabulous florist' the repetition of the 'F's' emphasise the point that they're trying to make. This may be an opportunity to get someone's name out into the industry which is why they're trying to make their point stand out. Power of 3; 'Princesses, dresses and silver shoes' this was put in a group of 3 because they all relate to one another, there's also a slight rhyme with the endings of the words (es). Monosyllabic; the actual name of the magazine is monosyllabic 'VOGUE' and that's partly why the magazine is so famous because it has one syllable that just rolls of the tongue. Exclamation marks: 'Oh so pretty!' notice that this is one of the first things you see when you look at the magazine, not only because of the exclamation mark but because it is in a large font which makes the text stand out.  Rhyme; 'More dash than cash' - this is a catchy saying that anyone can easily remember, it is also slightly colloquial and they would also remember where they saw it which is why they used it on their magazine, they want to make their product unique and memorable to the customer therefore that's why they use all of these techniques to interest the audience and keep them interested. Baring in mind this is just the front cover and as the saying goes 'first impressions count'.