Video profile

My own brief

I would like to create a video for a my company which is all about fashion. I am planning to hold an event to promote our new range of clothes, but to hold a successful event we'll need people to attend. This means I'll need as much advertisement as possible and I believe creating a video is the best way to be noticed faster. My aim is to produce a video telling people exactly what we're about, exactly what kind of fashion we go for and then automatically draw them in with the event but I don't want to do this all through images and leaflets, I want it done professionally through a video. My company aims to attract young women and men from the ages of 14-35, for they are the ages that generally think about their appearance and love to be on trend. Considering fashion is a big focus in today's society, I believe we could definitely profit from the event and also get the right publicity needed. So once we hold this event, we could give 20% of our profits to your company as a thank you for doing the video, but this can be negotiated if you are unhappy with the deal.

Briefs and definitions

Type of brief:	Description:
Competition	Here you are in direct competition and the company that offers the best deal will be successful. The key issues here are efficiency and effectiveness in turning the brief into the product.
Contractual	This is where a contract exists between the commissioner and the producer.
Negotiated	These are briefs that are negotiated between the commissioner and the producer. The negotiation might be on content or the cost of production.
Formal	These are briefs that are carefully written using precise language. They are often written to strict legal guidelines.
Informal	These are briefs that are written with the intention to provoke a response from a client. They may be written in colloquial (informal, dad to day) language. In the folklore of films it is often said that the best briefs are written ‘on the back of a cigarette packet’. This means that they have be discussed and developed in a social setting with little formality.
Co-operative	This brief that is shared with other producers. Each may be in charge of one section of the project.
Tender	This is a brief that provides details of what you have to do and by when. There will generally be a prize awarded for the best product.

Video analysis on banned advert

I believe the advert ‘The F word: Famine is the real obscenity’ has been cleverly thought out and planned well. Throughout the beginning of the advert, they censor the word out making the viewers’ believe they are swearing (The F word). The advert continues to do this until they finally say the word out loud, famine. They then get the same people to say the word out loud, letting the viewers’ know they were not swearing, they were saying ‘famine’.

Although this advert was for a good cause, it was banned. I think that is because what the advert could have meant. Even though they never actually swear, the producer and director of the advert made the script to make the viewers’ assume they were in fact, swearing.

The thing is, I watched another advert to understand why certain adverts are banned and I came across the Flora butter advert, ‘wrestling by Josh’. In this advert the children catch their parents “wrestling”, now most people would think something else such as sex but because they didn’t actually use the word the wasn’t banned but doesn’t that mean ‘The F word’ advert shouldn’t be banned because they didn’t use the word? The reason why the Flora butter advert wasn’t banned is because they used an animation which gives it an innocence. If they were real people/ actors, the advert may have been banned because it becomes more realistic and makes people think more into it than with an animation.

‘The F word’ was banned because they were real people and celebrities. When children watch the advert, they could believe its ok to say the ‘F’ word because they saw celebrities saying it. They probably wouldn’t understand the fact that they are not actually saying the word because as a young child you focus on the big things. A person swearing, at that age, is a ‘big thing’. So as celebrities, they should be setting examples for young children and although it’s a campaign and making people aware, as I said, children wouldn’t understand that.

For older people, the advert is very powerful which instantly makes it successful. It draws the viewers in right from the beginning when they are all “swearing”, by the time they start using the word ‘Famine’, the audience are already gripped and involved in the advert, which means they got the message. This is also an advert I would go and tell my friends about because it’s an advert I could talk about, however it may not make me talk about the actual meaning behind the advert, it would probably make me say things like “Did you see Jessica Alba in that advert?” Or “Did you see the advert about swearing with all the celebrities”, but I believe it’s all down to age and maturity as to how you would understand it.

Hubba Bubba Advert

Evaluation on advertisement for Hubba Bubba

After editing our advert, we showed it to our class who gave us some constructive criticism. One student said the storyline was good because the whole advert was about the product and didn't lose track of the subject. Another student said that they liked the editing skills and the way we used spilt screen when showing both Michael and Samuel blowing bubbles. We repeated "Hubba Bubba" many times to remind people what we were advertising, which another student pointed out and they also liked the way we used animation within the advert which they said was quite complex.

Although we got quite a lot of positive feedback, we also got some criticism which helped us further. We were told to use more camera shots because we didn't use many close ups and we were also told that we could have used a voice over so the advert wouldn't echo. A student told us to use more scientific facts and less ingredients because it makes people think they're eating a load of chemicals, which I agreed with. The last student noticed that there was an obvious jump cut which made the advert look a little bit messy, so we are currently trying to fix it.

In my opinion, I liked the way the advert was humorous and was quite bubbly which drew the audience in and also related to the fact that the advert was for bubble gum. Although I enjoyed the advert, there were some faults. The editing skills were very good but there were a few glitches that made it look quite amateur. I would have probably used more science to prove why Hubba Bubba is a better bubble gum compared to the leading competitor. We didn't hear any facts about the leading competitor and I think if we heard more about it, it would show that Hubba Bubba was in fact a better bubblegum. I also think if we had used happy background music, it would have drew the audience in a bit more, even though it already drew the audience in, it still didn't have that 'WOW factor'. With just a few more facts and changes, our advert would be much better and much more professional.
Although our advert was successful, it wasn't our initial idea. We began filming for a Rubik's cube advert but it failed as we didn't get good shots and the cube broke, so we chose another one of our ideas and decided to go with Hubba Bubba. It was quite rushed because we recorded the whole thing in less than an hour and a half and we didn't have a script which made it harder for us. In the end it came out ok but not great but it still pleased the audience.
I'm not sure our advert actually communicated with our target audience. It may have drawn the audience between the ages of 12-18, but anything under or over that was probably less interested. I think it's harder to get through to such a wide target audience because we had to make it quite childish but also mature, which isn't easy at all.
Compared to any other chewing/ bubble gum advert, ours was much more upbeat and happy, whereas all the other adverts all are quite colourful and also quite complicated.

Task 4

Advert 1

Product name: Nescafe's ad

Persuasive techniques: Dreams and fantasy

USP: This coffee is completely natural, tastes better and has better effects when drinking it.

Link: http://www.theguardian.com/media/video/2009/aug/30/nescafe-coffee-ad

Advert 2

Product name: Lynx

Persuasive techniques: Successful romance and love

USP: They say the smell attracts more people than any other deodorant.

Link: https://www.youtube.com/watch?v=n3rh9AmDJ28&NR=1

Advert 3

Product name: Adidas

Persuasive techniques: Elite people or experts

USP: They show experts talking about the trainers and how good they are. This insinuates that adidas are better than other trainers, they serve a purpose.

Link: https://www.youtube.com/watch?v=xkRzfHU6R5g

Task 2

Anecdote- Personal experience or story you could possibly relate to:

This is very easy for some teenagers to relate to because even though a lot of teenagers think they know what abuse is, they don't always know what sexual abuse and verbal abuse is. This advert could show them.

Adjectives- Crisp, fresh, healthy, nutritious etc.

This advert uses adjectives such as power, clings and tough.

Repetition- Key points, points about the product, themes etc.

This advert repeats their website throughout the whole advert.

Statistics- Often presented as factually accurate but sometimes they are a bit dubious:

This advert shows statistics as they show how the product works and how long it takes to work.

Facts- A statement that is true and can be proven:

This adverts does an experiment on a person from the general public and then shows us the results of the product.

Task 1

What is advertising?

• Advertising is a set of communications or activities used to influence and persuade viewers to purchase products and use different services.

View three different contemporary TV adverts and list three key characteristics of them:
Nutella:

• Repetition
• Facts
• Adjectives

Kellogg's crunchy nut:

• Fast talking
• Repetition
• View of object

Pepsi:

• Music
• Iconic celebrity
• View of product

Advert ideas

This is our first ten ideas for an advert.

College- A music video of a random montage.

Book- Author speaking about the book.

Water- Teenagers drinking water in a park in summer.

Travel- Person travelling on the underground, Goes in train station in the day, comes out when dark.

LGBT- Everyone walking around (Voice over explain that some of those people are gay).

Shoes- Basic shoes, woman walking with head down. Amazing shoes, woman walking confidently.

Fast food- Somebody happily eating a burger and sipping coke (Voice over saying the place).

Perfume- Woman sprays perfume and becomes irresistible.

Colour pencils- Children using the pencils then mother smiling at them whilst cooking.

Rubix Cube- A range of people in different places trying to complete the cube.

We then narrowed our ideas down to two and one of our ideas were City of Westminster college. We expanded on the idea and produced this diagram above. It would have been a massive collage of a range of clips, from students in the college in class to outside of college in tourist attractions with a group of friends having fun and being generally happy.

Our final idea is the Rubix Cube. We decided to go through with this idea because it was an idea we all agreed would work and would enjoy watching. The advert will begin with a person's face looking down, concentrating on something. The camera will then slowly go down to reveal to product which will be the Rubix Cube. We zoom into the Rubix Cube and then zoom out to find someone else trying to complete the Rubix Cube. We do the same thing with six people and the last person makes one last move and completes it. Confetti then goes up in the air as the person celebrates and then we have another clip of them holding the completed Rubix Cube without the whole celebration (The celebration is in their head).

Task 6

Who regulates TV advertisement in the UK?

The UK Advertising Codes are made by two industry committees: Committee of Advertising Practice writes the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing and the Broadcast Committee of Advertising Practice writes the UK Code of Broadcast Advertising.
The ASA regularly checks ads in all media and regularly conducts surveys of advertisements published where there is either are complaints with the Codes or where there are general concerns about that sector.

How to make a complaint:

1) First, check whether your complaint is covered by the ASA.
2) If it is, submit your complaint online, or telephone,textphone, or write to ASA.
3) ASA will give you the name of the person who will handle the case and be your point of contact.
4) The names of those who make a complaint are kept confidential from the advertiser, unless you are asking us to have your name taken off a mailing list or the complaint is from an individual, competitor or organisation with obvious interest in the outcome of the complaint.

What happens in this video:

A variety of celebrities are shows saying 'The F word', Although they end up saying what the word is in the end, they make 'The F word' ambiguous because even though they don't mean what all of us are thinking, they know what everybody would think before hearing the actual word. They talk about ending Famine and what its doing to people around the world.

Why do I believe it's been banned?

I think its been banned because they use the F word is used ambiguously, causing not only adults but children to think all of these celebrities are swearing. It doesn't have a good impact on the children watching this because once they see adults or people they look up to saying things, they believe its okay to say it. It's also for a charity, which is completely insensitive towards it.

Were ASA right to ban the advert?

Yes they were because the advert isn't appropriate for a charity and although they don't actually swear or even mean to, it still makes people believe they are.

Task 5

ADVERT ONE:

This advert is aimed at families but mainly women/ mothers between the ages of 20-50 that live all around England. I think it is aimed at women/ mothers because they advertise normal families on christmas day, opening presents with a smile and just being generally happy. The mothers then think they need to go to Sainsbury's to buy the perfect dinner and even the perfect presents. I think its also made for the whole family because they all watch the advert and automatically look forward to christmas. I also believe its been made for band E, D, C1 and C2 because they show regular people doing regular things on christmas day.

ADVERT TWO:

This advert has been made for women between the ages of 18-35 but also reaches out to the men, worldwide. They show a woman using the particular perfume and instantly becoming sexy. This seduces men and makes them believe that buying this for their girlfriend or wife will make them 'even more sexy', this also work vise versa because women think buying this for themselves will pleasure the males. They use the song 'This is a mans world' to make single ladies persuaded to buy it also because it make them think by wearing this perfume, they are independent women. I believe this has been made for band C2, B and A because its a very expensive fragrance and also shows a woman in a lavish room, only wearing the best of the best.

ADVERT THREE:

This advert has been made for a range of people, both genders, all ages and from all over the world... maybe from the ages of 8 and above. The advert is humorous which grabs the younger generation and also grabs the older generations right at the end by saying 'Evian, Live young'. This then makes people think, by drinking this water, it makes you feel younger, which most people want. I think this has been made for band E, D, C1, C2, B and A because it involves all groups, Because its such a simple product and they know everyone drinks it, it has to have been made for everyone.

Task 3

After watching the two adverts; SR Gibbs and Colgate total, you notice that even though they are advertising the same product, there are still a lot of differences.

Both of the adverts use facts but present them in different ways, the old advert is quite plain and explains the ingredient and what it does to you teeth and gums, whereas the Colgate advert shows a list of effects that happen once using the specific toothpaste, and go through the list quickly and explaining them briefly.

They are also in slower paces; The SR Gibbs advert is quite slow and boring even though they use a ‘happy’ backing track and the Colgate advert is much fast, explaining this quicker to keep the viewer interested and alert. The SR Gibbs advert only has one voice talking, which is a man that we cannot see, whereas the Colgate advert has more than one person talking and you can see who they are which persuades the viewer to bye the product even more because the viewer is made to believe one of the people talking (The man giving the facts and running the test) is a dentist. This difference also builds a similarity, which is that they are both men in both adverts and this is mainly because although its sexist, most people still believe most dentists are men.

Even though there are many differences, there are also a few similarities. Both adverts use animations, although we hardly realise them. In the SR Gibbs advert, they show the toothpaste and then show ice forming around it to insinuate the cool, minty fresh taste. The Colgate advert uses a time lapse to show that it has been a certain amount of time before the woman went back. They also use a lot of repetition when it comes to saying their product name (SR Gibbs and Colgate total). The SR Gibbs uses more repetition because they repeat the effects of using it.

Both adverts have the same targeted audience, which are women. A lot of people would think otherwise because everyone brushes their teeth, therefore it should be targeted to everybody with teeth, but if you really watch the adverts closely, you realise that both of the people testing each toothpaste (Even though the SR Gibbs advert just shows somebody brushing their teeth ‘happily’) are women. They do this to draw the men in because ‘if women use it and say its good, then it must be good’ and they also draw the women in because in most homes, the shopping is done by the women, normally the mums, so it makes women think that when they go shopping next, they should try out the new toothpaste.

Although they are both adverts about toothpaste, they are both presented in very different ways.

Colour process

In camera edit

Speedramp key

Annoying orange

4 ways to organise clips in your browser

WAY ONE:

Right click in project, select new bin.

Rename your bin (Example: Videos)

Highlight what you need (All your videos) and click cut.

Go into your bin and paste.

You've now got all of your videos in your bin!

WAY TWO:

Label the things you will need (Tick the thing you need in the good label)

WAY THREE:

Put sub bins in a selected bin.

WAY FOUR:

Comment: things you need and don't need or what is what.

WAY FIVE:

Rename everything so you know what everything is.

Keyframing