1. Do you like to see celebrities endorsing products in adverts?
Yes- 8
No- 3This chart shows that most people enjoy seeing celebrities in adverts, which means it would be a good idea to involve something to do with a famous person in my advert.
2. What line of appeal is your favorite
in adverts?
Successful Love- 1
Self Importance- 1
Beautiful Women- 7
Elite People-1
Guilt- 1
This graph shows that the most popular line of appeal amongst the people I interviewed was beautiful women, so it would be effective to include that line of appeal in my advert.
3. Do you think slogans are important in Tv advertising?
Yes- 10
No- 1
The majority of people find that slogans are important in TV advertising, so I will use a slogan in my advertisement.
4. Do you like adverts with a narrative?
Yes- 2
No- 9
These results show that my advert would be more appealing if I don't include a narrative.
5. What genre of advert do you find most memorable?
Love- 0
Comedy- 9
Action- 2
Charity- 0
These results show that the best genre I could choose to base my advert on is comedy.
6. What is your favorite advert at the moment?
Green Army- 6
Compare The Market- 0
VW Polo- 0
Herbal Essences- 5
Most people like the green army advert best at the moment, so if I watch it and write down the key things and take inspiration, this could help me with my advert.
7. Do you find reward power used in adverts convincing?
Yes- 9
No- 2
Most people find reward power convincing, so it would be a good idea to use this power in my advert.
8. When you watch an advert can you easily tell who the target audience is?
Yes- 11
No- 0
Everybody I interviewed said they can easily tell who the target audience is when watching an advert, so in mine I will make it clear who the target audience is.
9. Does an advert seem more convincing using expert power?
Yes- 9
No- 2
In my advert i will use expert power, as most people find it convincing.
10. When you watch an advert, what stands out most?
Product- 5
Slogan- 6
The slogan stands out most in an advert to most people, so in mine I will try to make an equal balance between both product and slogan.
Interview questions:1. What type of characters/people do you like to see in adverts?2. Do you prefer adverts with a narrative? why?3. Why do you like to see celebrities in adverts?4. Which adverts have caught your eye in the past and why?5. Do you think music in an advert is effective and why?6. Can you remember any slogans from adverts? why do you think this is?
Vicky Best, 15, Leeds.
Vicky likes adverts that have real people in them, because they're friendly and more approachable and real than celebrities. She likes adverts with a narrative because it makes them less boring, but thinks the stories can sometimes distract you from the product being advertised. She thinks the good things about seeing celebrities in adverts are that you know all about them and their personalities, so they seem more trustworthy and reliable rather than a random actor . The evergreen advert has caught her eye in the past, because it has a catchy theme tune and has a good comedy effect. She thinks music in an advert is very effective, because it makes you feel emotions and can stick in your head. She can remember the specsavers advert slogan 'Should have gone to specsavers', and thinks the reason she can remember this is because it's shown on the end of the advert, so is the last thing you remember, and is catchy and short and snappy, therefore easy to remember. She likes adverts with comedy, because it makes you laugh, and thinks the comedy genre is effective because once you have laughed and watched it, you want to tell other people, therefore it's a good way of getting people to know about a product.
Dannielle Middleton, 14, Leeds.
Dannielle likes adverts with women in them, because they make you want to look like them, and gives you somebody to aspire to , which could make you want to buy the product. She finds adverts with a narrative quite boring, and thinks it can sometimes be quite confusing to keep up with while recognising the product, slogan AND storyline. She likes to see celebrities in adverts, because you know that a celebrity wouldn't agree to be involved in an advertisement that would scam you, celebrities are trustworthy and know what they are talking about. She likes the green army advert, because it's funny and has an effective and memorable slogan. She enjoys it when music is used in advertisements, because it always seems to match and set the mood of the advert, and if you hear the song on the radio you automatically remember the advert and product, which is a tactful way of getting the product to stick in your mind and making you want to buy it. She likes the M&S slogan, because it's easy to remember, and is consistently used on every M&S advert, so jogs your memory. She prefers comedy adverts over any other genre, because they make her laugh and it's often easy to remember the funniest parts.
Baylee Williams,11, Leeds.Baylee likes to see celebrities advertising products, because they are role models to him and he thinks that if people see a celebrity using a product they will want to buy it. He thinks a narrative. because he thinks it stands out to the person watching. He also thinks it proves a point and makes a product stand out more. He likes to see celebrities in adverts because you look up to them, and they're familiar faces. He thinks that if you saw just normal people on an advert you'd turn it over. And he thinks that seeing a celebrity using a product makes it look better. He likes the clearasil advert, because it has comedy value. He also likes the Dell advert because the song is catchy. He thinks music in an advert is effective because it makes you want to sing along and you don't want to turn it over. He can remember the asda price slogan because it is shown a lot- in all of asda's adverts and is very catchy and easy to remember. He likes the comedy genre of adverts because it makes the product stick into your head more and makes you laugh.
Dell Laptop Advert
The dell laptop advert is aimed at older children and young adults. It appeals to younger children because there are a lot of bright colours and the advert is based on fantasy, which interests young children very much. It's aimed at teenagers and young adults because it's catchy and has a slight comedy value. Also, as it is aimed at younger people, it uses the pester power, because it'll make you want to ask your parents about it.There are factory workers in the advert, which shows us that advanced business men probably wouldn't be suited for the product. The factor of persuasion is reward power, because it's signifying that if the product is bought, your life will be a lot brighter (the bright colours associate with this) and more fun, like the advert is. Close ups are used to emphasise the factory workers faces, to show how happy they are feeling. panning shots are also used to show the magical and bright factory and what it looks like. Medium shots are also used to show the men at work. All of the factory workers are dressed in a factory uniform, and their body language is relaxed yet happy, showing that if you buy a dell laptop this is how you will feel. The advert doesn't really have a complex storyline, it just shows the men working in the factory to make the laptop, but they use many strange and wonderful ways to make them. The advert uses a song called 'lollipop' which is a unique, catchy feel good song with a modern twist to it- this matches what the laptop is made out to be like, as there are many other laptops around but you should pick that one because it's not like the others and has a more modern feel to it. The lines of appeal used in this advert are dreams and fantasy- things like the elephant feet and other machinery wouldn't be used in real life. This makes the product seem magical. Another line of appeal is self importance- it makes you think that if you buy the product you'll be treating yourself and you deserve it.
Hovis advert
in the Hovis advert, a small boy goes to a shop to pick up some bread for his mum, and when he's walking back home, he passes through historical events that have happened in the past 100 years. There are many signifiers in the advert, one signifier is the horse and carriage that the boy almost runs into. This signifies that it's set in the 19th century, when that type of transport was used. Another signifier is the titanic poster, which signifies that the time period he was running through was when the titanic sinking happened. In one of the streets he passes, there are soldiers dressed in old fashioned uniforms marching through, which signifies that this is the time period when world war one took place. After this signifier, there are woman protesting through the streets- showing that this time period was when women were protesting for their rights.
Lots of different camera angles are used in the Hovis advert. One example of this is when there are soldiers walking through the street. The camera angle is a low long shot, the low shot makes the soldiers look more powerful and scary, as it's facing up towards them. The fact that it's a long shot makes it look like there are more soldiers, again making them look more powerful because there looks to be more of them. The fact that the boy is a lot smaller than them also creates the look that the soldiers are more in power. Another camera angle used is the panning shot, through the time era in which England won the world cup. The panning shot connotes the emotion of excitement and glory; This is because the angle changes a lot and very quickly, connoting a happy and upbeat mood. Lastly, there is a long shot in the scene where a house has been bombed in world war 2- this creates an upsetting, depressing mood, and shows the full damage of the house, so we can see the destruction and see that Hovis has been there through both destruction and happiness.
The music in the hovis advert creates a mood to us, and mirrors the emotions of the boy and other characters in the advert. The music is non-diegetic, but still helps create the mood for the advert. When the advert starts, the music bed is quiet, but as different emotions develop, the music's dynamics, tempo and rhythm change. When the boy walks through the streets then comes to the bombed house, the almost gets quiter and slower, and almost halts. The creates a saddening mood. In the world cup scene, a drum beat is added into the music, which creates the mood of excitement and happiness, as it makes the music more upbeat and feel-good.
Proposals
Idea One- Loreal advert: In this advert, there will be a girl with very nice and shiny hair, telling the audience why they should use the product. This will work well, because the person will be a normal person, so the viewer will feel like they can connect with the character, because it is a real person, just like them. With a celebrity, they might not be able to relate to them as much, because they have a completely different lifestyle. She will give facts and statistics about Loreal products, and there will be a catchy slogan to match the product. The advert will not have a narrative.
Idea Two- Bullying advert: this will raise awareness of bullying, and the aim is to make people stop it. There will be a girl getting bullied, and in the end she commits suicide. The bullies are shown feeling guilty, and statistics are shown about bullying. This advert will have a narrative. It will make bullies feel guilty. The group of bullies will both physically AND mentally bully the girl, as this then shows all aspects of bullying is wrong.
Chosen: IDEA TWO
Tv advert treatment
I have chosen the bullying idea as my proposal.
I believe my advert has the line of appeal guilt. It has this line of appeal because my advert is about bullying, therefore aims to make bullies feel guilty. I also hope to reflect the childhood line of appeal, as I will include a narrative where a child is being bullied. This will bring back bullying memories for adults and make them want to help. It may also use pester power, because children who are getting bullied might want help from their parents about it.
My advert will have the following factors of persuasion; coercive power and reward power. I will use these factors of persuasion because coercive power shows the viewer they'll be punished with guilt if they bully. It will use reward power because they'll be rewarded with not feeling guilt if they stop.
My primary target audience is young children, because they experience bullying. My secondary target audience will be teenagers because they are the age group that experience different kinds of bullying the most, as they use technology which can lead to cyber bullying. Although, the advert may subvert any stereotypes of where bullying happens, as people who experience bullying in a workplace may also see that it's better for them to seek help.
I will use the following angles and shots in my advert: close up, long shot, over the shoulder shot, birds eye view and a high angle shot. I will use these angles and shots to create the effect that the bullies are shown over the girls shoulder, birds eye view of the drop and a close up of the girls facial expression to add emphasis.
My advert will include a narrative. It will start with equilibrum when she's eating breakfast happily at home. It will then move onto a disruption due to the fact that the girl gets bullied at school. The advert will end with a resolution, when the bullies become nice again and the advert shows people facts about bullying to make sure they don't do it and speak up if they are experiencing it. The advert will have an open feeling, leaving the audience with the feeling of sadness and guilt if they bully people themselves.
The main characters in my advert are:
-Vicky Best: Victim of bullies
- Abbie, Natalie, Beth + Danielle: Bullies
I have chosen to represent the characters in this way, as it's like a real life bullying situation with a group of bullies ganging up on one person.
The advert will have many sounds included to support images, these include sad music to match the genre of advert. The effect that this sound will have on the advert is that it will make them think about what's happening in the advert and feel emotional and they'll want to help bully victims or stop bullying if they do it. This sound is non-diegetic because it is music that the characters are not meant to hear.
The characters and images shown in the advert will have the following codes and conventions:
- school to show that most bullying can happen at school.
- costume: school uniform to show it's happening in a school.
Finally, the advert falls into the following gratification categories; personal identity, personal relationships, entertainment and information, as shown through the advert when the girl is bullied and facts are shown on the screen at the end. This advert could be produced on the TV or even as a photographic magazine advertisement.
Camera shotsFrame 1- Long shot showing the girl going through the school gates. Makes the viewer feel sorry for the girl and shows loneliness.
Frame 2- High angle shot showing the girl sat in lesson, teardrops on work. Conveys sad emotion and makes her look small and upset.
Frame 3- Over the shoulder shot of bullies abusing the girl and laughing at her at lunchtime.
Frame 4- Long shot of the girl leaving school, looking depressed.
Frame 5- Point of view shot from the floor showing the bullies stood above her after she's been pushed over. Makes them look bigger and more powerful.
Frame 6- Birds eye view of the drop where the girl is about to jump off and commit suicide.
Banned advertisements
The Xbox 360 advert was banned under harm and offense, because it involves disturbing images of the aging process and the earth. It also includes nudity, which could seem disturbing and offensive towards some of the viewers. It can also be under children, as it takes away the innocence of playing the xbox.
The trident chewing gum advert was banned under harm and offense, because it involves racial stereotyping towards the black community, as it shows an exaggerated accent and the embarrassment of a black person. It makes him look stupid, which could make black people upset, as it might look deliberate.
The tango advert was banned under harm + offense and children, because it involved imitable techniques that the children could copy and this could cause harm to people.
In our advert, we need to ensure we don't include harm + offence, imitable techniques and children, as our advert is about bullying.
The ASA are the advertising standards agency. They regulate the adverts and check if they are suitable to be shown to the public. If anybody has a complaint to make about an advert, the ASA investigate into it and take action if needed.
Marketing & promotion
We will advertise the advert on TV, on TV channels that appeal to teenagers, for example the Tv channels we will advertise on will be E4, channel4 and E4+1, on tv programmes like friends, glee or 90210. It could appear on social networking sites that teenagers go on like facebook and bebo. The advert could be used as a photograph advert in a teenager aimed magazine, using one of the best shots taken in the filming of the advert. The advert will also be posted up on youtube.
