Evaluate the adverts (U20: M3, D2)

 Learning Outcome 3 (U20): Be able to produce the planned media components 

Explain how the created media components comply with the codes and conventions of the media sectors (U20 M3)

Before we began creating our advertisements for Phizzwizard. We created detailed descriptions of the idea we wanted to present within each advertisement. We tried to take inspiration from a range of other successful drink advertisements by having a blurred out background with a direct low shot focus onto the product. We wanted to make sure as we went through the production of the advertisement that we were sticking to the flavour and colour scheme of the product which is strawberry. 

We created simple visualisation diagrams to get a general basis of what kind of style we were going for. We did got into as much detail as the finished product but a base idea was used to give an insight into how our ending billboard would look. Using these diagrams we established key requirements for our billboard such as the pricing displayed and a clear representation of athletics as it’s a main part of our campaign video. Following this we also annotated our diagram so it became clear what each thing was meant to be. What makes our billboard so similar is how we clearly have the main title and slogan as the one of the biggest things on the billboard. Doing this has made our advertisement exactly like the billboard we used as it has followed the simplistic and basic look of a billboard. 

 

 

 

We took these advertisements that we have created and made sure to follow the codes and conventions as well as basic rules we set for ourselves. We really wanted to make sure we followed these rules and conventions as it ensured that genre, colour scheme, and the target audience of the advertisements is correctly aimed at and appealed to. One of the issues we ran into when trying to find the best colour scheme for younger audiences was a very mixed opinion on our advertising colour scheme. Some people liked it, some people didn’t which meant we had to reconsider and therefore find a new colour scheme. This colour scheme much better suited our campaign. One person specifically liked the idea of the laces over the drink to represent the flavour of the drink. One other thing to note is the usage of the rule of thirds where we had our can to the far right of the screen. This lead to us having lots of room to make our text clear and readable so that we can make out advertisement clear and readable. 

 

We chose this colour scheme of nature and strawberry red to relate the flavour of the drink back to the pureness of nature itself. The general layout of the corona advertisement also portrays a welcoming environment background whiles also showing off the product in display. We have taken influence from this representation to create a shot in low grass and use the strawberry laces to represent the flavour coming back to natural scenery. Corona drink has also followed the codes and conventions of a proper billboard advertisement which is why we have chosen to follow this. 

For our Magazine advertisement which we created, we wanted to have a similar all around scheme as to the billboard. We used the same colour scheme and simplistic theming. We have taken significant inspiration from big drink brand advertisements such as Corona to identify the best possible ways to advertise to our specific audience od primarily 13-18 year olds as well as secondary audiences of 30 year olds. Our advertisement demographic can be relatively- similar to the demographic of Corona due to the primary audience including up to 18 year olds meaning who might drink, as well as the secondary audience is targeted of 30 year olds. We ensured we followed the codes and conventions of the magazine by including the specific logo of the brand as the biggest text on the magazine this being the head title. We did this to show how its the central focus of the magazine. We made sure to also include our slogan with its set font to represent our advertising campaign and follow the codes and conventions of a magazine as a cover line to be bold simple but informative. One of the biggest conventions we needed to also follow is the inclusion of social media links. This immediately relates back to modern social media and the target audience of 13-18 as it allows for younger audiences to find interest in a magazine. 

 

Our original idea that we planned on using was also a very simplistic bold but informative advertisement. When we were planning the design of our magazine advertisement we wanted to ensure that there is a clear idea of what is the focus of the drink. 

The visualisation diagram that we created before we made the real thing was planned out so that we had some room to work with. However an issue we discovered is that there was a lot of dead space left over which lead to the poster not feeling filled up enough. To ensure this we made sure to include additional social media references and links so that customers of our target demographic can interact on their favourite social medias. 

For our video advertisement. We had planned to create a video campaign which related the energy and flavour of the drink to an athletic race. We wanted this video to completely follow the codes and conventions that we set. Through this advertisement we made sure to include a fun non diegetic audio to the background which indicates the beginning of the race and the triumph that our actor takes. The idea we had around our race. We took influence from another drink advertisement made by Powerade. They made a similar campaign displaying how the drink influences the individuals speed and athleticism. We took influence and tried to make this the main objective of our campaign for Phizzwizard. We clearly show in the video how before the race our competitor takes the drink and immediately feels better. Doing this causes our races to win overall. This follows the advertisement by Powerade as well therefore there are similarities taken there. As well as this, we specifically ensured that we used the same tracking shot to match up the running to make it look more intense. We also used this as a nod to the advertisement by Powerade as the camera caught up to the drink user even though he's meant to bet he fastest there is in the race. Finally we used a voiceover to create show off our slogan. This means that we would be able to also show off the laces and strawberry idea of the drink as that is the flavour. One addition to our video we took influence from was the ending of the Powerade advertisement. We took the voice over that was used as well as the low shot of the product being the most focused on item and used it to keep the codes and conventions clear. As well as this it creates a catchy slogan "Taste the lace" rhymes and is easy to say read and remember.

Following on from this, we chose to use a voiceover at the end of our advertisement to represent the brand awareness and slogan. The usage of a voice over is one of the most typical conventions of a video advertisement there is. It presents a strong brand awareness by promoting the slogan of a business or the product that is being sold. Here is a video advertisement by Citroen who uses a voice over to properly promote their new car The Citroen C4. They use the voice over to be quick, clear and effective. 

Another convention we specifically chose to look into was the use of Non-diegetic music. The music we chose to use was from "Rocky" we specifically chose this piece of music because it heavily connotes to the campaign we are trying to sell which is how our drink Phizzwizard gives people aged 13-18 and 30+ the energy and strength to run a race and win. The actual genre of the video is important when we were choosing the music as well. We made it clear we wanted to go with a comedic yet determined approach in our proposal. Therefore we needed music which was well known, encourages people but is also funny. This was the best fit for us as it allowed us to best present the strength, energy and power of Phizzwizard. The usage of our documentation such as a storyboard has allowed for us to have a strong idea and understanding of what kind of theme and message we wanted to send to our consumers in our finalised advertisements. Our Storyboard has included a general basis of our story as well as props we might need. Other things such as the colour scheme can be included as well as this and therefore using a storyboard gives us a good understanding of what we are making.

Demonstrate how the technical and aesthetic properties of the media components meet the client brief (U20 D2)

The client brief specifically stated what kinds of advertising it wanted, We were required to create a billboard, magazine and video advertisement. Understanding this has set out for us exactly what products we were had to create. The brief requires us to specifically show technical and aesthetic properties through each advertisement for carter soft drinks, therefore we had to ensure we made our advertisements fit the technical and aesthetic requirements

Video Advertisement: 

Billboard Advertisement:

Magazine Advertisement:

Something we specifically tested with our magazine advertisement to create more interest for younger audiences was to have the addition of links to social media platforms such as Facebook, Instagram, and twitter. We decided not to add this to other social medias to be able to evaluate how much of an impact it has on our viewership and numbers. "shown on facebook, website and on their page"

One thing to add from our magazine and billboard advertisements we created was the objective to create significant brand awareness. From our magazine and billboard advertisements one of the main cover lines is the slogan of the brand, "Taste the lace" was primarily chosen because it was short simple, rhymed and was easy to remember for all audiences. Our Company Parlor Productions wanted to ensure that the usage of a catchy slogan would create its own trend on social media as well as word of mouth. It creates a strong brand for our business and also fulfils the clients requirements from the brief. "Carter Soft Drinks hope the campaign will go viral."

We specifically made sure to use photoshop within the billboard and magazine advertisements because the client brief requires us to create content at a professional standard. Also we as Parlor productions are competing against numerous companies therefore it is in our best interest to produce the highest quality advertisements. This was also in order for the campaign to go "viral". We further improved the quality through the usage of a high quality DSLR camera to get really strong shots focused in on our products so that the advertisements when created look high quality following the briefs requirements. 

The usage of pre production materials such as the visualisation diagram has allowed for our campaign to be able to develop a strong idea of what we should be including in our billboard cover. We decided on the usage of a clean layout as well as to follow the colour scheme of green and red as we wanted to create a colour scheme which completely follows our campaign and our product idea. Following this using the diagram we decided how we wanted our slogan to stand out a lot as well as our main title for the billboard. This is because if a slogan is rememberable then they will likely think about the drink and brand which therefore fulfils the idea of making the brand known and hopefully 'viral' Using this we have been able to keep on track and meet the client brief. 

Also to target the older audience of 30+ year olds, we specifically made sure that within each shot of the Phizzwizard can in all the advertisements, We had strawberry laces over each shot of the can covering it. We did this to create childhood relations to strawberry laces as they are typically something older generations used to enjoy as kids so it would create positive memories of the past. Doing. this met the client brief as it allowed for our advertisements to be retro and therefore our campaign also meets the target audiences of both 13-18 and 30+. "This drink is only to be sold in cans, aiming at a retro audience of 30-somethings who mostly had cans when young as well as major audience of young people aged 13-18." One major pre production tool that we used to ensure we met the briefs requirements for the target audience of our advertisements was the moodboard. This is because using a moodboard we were able to evaluate the best colour schemes, fonts and layouts of our advertisements in order to sell our product to our required target audience. Because of this we were able to meet the client brief. 

One of the key things we wanted to approach with this campaign as a usage of clean simple yet affective fonts, layouts and objects placed to specifically be targeted to both audiences. We made sure that we followed the briefs requirement to include retroness through the use of our main title font through-ought our campaign. This is the biggest text we have on screen and it is important we have it displayed everywhere to show the brand. We implemented this in all our advertisements but in our billboard and magazine its more clear due to the unfocused background allowing for everything to stand out which allows for a call to action to be noted. This met the brief as the main objective is to create 3 pieces of advertising content which stands out and has a good campaign to itself. Therefore by creating synergy between them all through the layout and style creates strong brand awareness. With the objective to also be directly targeted to the ages of 13-18 and 30+ it means that our athletic campaign branding fits perfectly for both ages who are young and want to get fit as well as people who are older and want to get fit. "as well as ideas for the other elements of the campaign that will be shown"

Our campaign team made sure to follow the briefs requirement to always use a can instead of anything else. This is because the usage of a can makes the drink unique to one form of product and therefore the branding is recognised as one product not like a bottle for example. We also wanted to ensure that the drink targeted 30+ year olds and the usage of a can does this as is relatable to what they used to drink in when they were younger. This type of product form is also really really popular therefore the campaign must uphold the usage of it. We made sure to follow this by always presenting the can as the main product in all of our advertisements. We made sure to do this through following our storyboards as well from our pre planning of the billboard and magazine. We carefully played out how we wanted for the can to be the biggest thing on the ad otherwise it gets faded out into the background. To make sure we kept on track of each specific task we had to accomplish, we conducted the use of a Gantt chart in order to keep on track of what work we had completed and what work needed improvement. Planning out set dates for when we should be doing each advertisement helped organise the chaos of creating multiple advertisements. Because of this we were also able to further refine the quality of our work because of the organisation. Therefore using the Gantt chart allowed us to meet the client brief. 

The client brief also states about the name 'Phizzwizard and the name of their company 'carter soft drinks' should be inluded in the advertisements. Because of this we ensured to include the brand names through our advertisements. However one of the improvements we could have made was including the carter soft drink logo at the end of our video advertisement as we didn't do this due to a lack of time management. In future we will improve our work by making sure to fully manage our time so that we can do what the brief asks 100%. However through the billboard and magazine advertisement the use of branding fonts layouts and colour scheme similarities through both advertisements shows the increase in brand awareness and reputation. In the brief its stated the colour of the drink itself is red. Knowing this we made sure to use a natural colour scheme of green and red. This is because the colour scheme relates to our story of a race that takes place in our video ad for the campaign. So the flavour of the drink is enforced through the use of natural power and physical gain through the race. Doing this in turn has allowed for the campaign to be overall much more impactive, effective and memorable.  

As one of the parts of our preparation to create our video advertisement we decided to use storyboards so that we understood each part of our video and made sure it met the briefs requirements. We met the clients brief requirements by using this storyboard I am able to uncover unique shots and techniques that can be used within my video so that I'm able to represent the effectiveness and power of our canned drink. 

Video Ad

The technical properties that are within our video advertisement are represented and shown through-ought our editing process. When going through the editing process of our video advertisement. We used Final Cut Pro to be able to get the best results and look for our video, to really make sure everything we are showing is good quality. A big part of our video editing process for our video was the addition of unique transitions and sound effects to make our video funny and almost in a dream state. This was used in the refining of the video to ensure that the video can be as cool and popular as possible One pre production plan that we used to be able to best identify the shots we needed to create the best affect is the shot list. This is because by planning out each individual shot we can work out what shots best fit within the scene to create a funny and comedic genre style as well as work out what shots do not work. 

Following this the idea of the can giving the competitors more energy and power allows for me to use non diegetic audio in the video such as 'Gonna fly now' from rocky 2 which was used as a motivational background effect to present the race is about to begin and the challenge of competing. By having the addition of the iconic music from rocky I am also able to target my secondary audience of 30+ year olds as well as the younger primary audience of 13-18 as we also grew up hearing that iconic motivational music. We also included a wide variety of transitions for the video to create the idea of how we aren't actually stating the drink makes you faster, just more energetic. This is proven through the usage of the dream state transition to bring our audience back to reality in a comedic manner. This also meets the brief as it allows for the video to be more likely watched due to the comedic sense and therefore there is potential to go 'viral'. One way that we were able to keep on track with the editing process of our video advertisement is the usage of a production schedule. Using this our team was able to keep on track with what needed to be done before the deadline and how long we had to work on it. Planning these things overall made sure that we were able to meet the briefs requirements on time. 

This type of video will likely be seen by an NRS Social grade of C2 and D due to the demographic fitting younger audiences and more middle aged groups from a lower background as well as the pricing of the can being decently priced. Also higher NRS Social grades are likely rich enough to the point they would only ever really acknowledge TV advertisements which means that lower NRS Social grades are more likely to see our advertisements and be our target audience within the age groups provided.