The Brand

The product I am promoting?

I will be promoting a new type of family vehicle. The product itself is a new range of family SUV’s, it will fit in to any family life style but additionally has an eco element that very few other SUV’s have. The difference between my product and some existing products in the market is that my product is so versatile it can be used by anyone, this is a plus but it also has the eco element due to many of these current car’s being un economical. To gain a better understanding of some other brands I will be looking at some existing products like, Land rover, Volkswagen and Volvo.  The reason that I will be looking at these other brands is they all offer very similar brands to what I am offering, but I want to see the difference in the type of campaign they are advertising. What I feel I need to do next is begin to sketch out the design of my logo so that I have a visual and this may perhaps help fur fill my advert but also I want to look at possible names for my brand and product as this can make or break the car.

What is the purpose of product, and why am I promoting it?

The reason that I am promoting the car is because I am very interested in cars and from early on I knew I wanted to do an advert with cars closely related to it, however I was not sure of the best way of creating a believe advert. There for I looked at advertising it from a different approach so that it was not just the product that was different but was also the way in which it was being advertised.

However the purpose of the product is to be family cars that will fit all there needs. But in addition to this, it will be a lot more economical than its competitors this is because of an all-new type of hybrid engine.  I think that this can be a very strong point of my campaign is that it can be used and ran every single day. However as the car is so multifunctional it can eliminate the need of a second car, therefore I can use this as the fact that it is ecumenical and family orientated as the 3 necessities of the advertising campaign.

Car advertising is quite popular this is just going to make it more vital than anything to advertising my brand differently, as the product on first glance is no different to any of the others on the market currently. Therefore I feel that it is because of the advertising campaign and this is going to be the thing that will make the product stand out from the rest it is vital I denote the cars talents and how it is easily better than the rest of the market. Although the market it competitive I still feel that there is a gap that hasn’t been filled until now this is where my all-new type of family vehicle comes in.

Target Audience

I am have done the most research in target audience this means that I am going to have to go back and research this, as it may make a difference to whom I am targeting.  However I feel that I have a very good idea of the audience that I will target, these people will be in-between 25 – 50. The reason that I have got a very large target audience is because the car is very versatile it will not only draw in an audience who is looking for a family vehicle but most adults that want a new vehicle which can be used for multiple purposes. I was looking at using some type of extravagant driving performance to help attract the audience however I have realised that this will just be un realistic and I should look at advertising the product from a different approach.

I feel comfortable with my targeting audience because the product is so versatile, however as the product is able to cover so many different features I think that it will be slightly harder to advertise and get the audience to feel attracted to the product. Therefore I will be trying to subvert both a viral advert and a narrative ad, so that I can promote my product in a new light however still connote some meaning behind it instead of using a unique ad just to establish the brand name. Although this could be an option for my second advert.

Next

Look at existing products.

Come up with a name for the Brand and then the product

Create a logo

Shot list

Story boarding

Animatic 

Existing brands

Any brand is a set of perceptions and images that represent a company, product or service. While many people refer to a brand as a logo, tag line or audio jingle, a brand is actually much larger. A brand is the essence or promise of what will be delivered or experienced.


Importantly, brands enable a buyer to easily identify the offerings of a particular company. Brands are generally developed over time through:

• Advertisements containing consistent messaging

• Recommendations from friends, family members or colleagues

• Interactions with a company and its representatives

• Real-life experiences using a product or service (generally considered the most important element of establishing a brand)

Once developed, brands provide an umbrella under which many different products can be offered--providing a company tremendous economic leverage and strategic advantage in generating awareness of their offerings in the marketplace.




This is the VW logo, car brands are slightly different in their creating and connotation to normal brands. As I creating a brand for a car I decided i would then just look at how cars are branded specifically. I then decided to look at VW as they are a massive brand in the car industry,  I wanted to look at the aspect how they brand their products.

First of all i looked at the logo, as part of branding is to create an image that the audience will remember this is important as you want to be memorable. One way that the audience will remember you is by the logo, therefore companies will rely on their branding skills being top notch, a logo can be a way to ensure that the audience remember the brand all in one simply symbol.

This is the VW Logo, as you can see it is very simple in its construction, taking the word VW and incorporating it into a more aesthetical logo. This was the case of many other car logo that use the same conventions of using their brands name and incorporating it into the logo. Then creating my logo i will follow this convention or try and sum up the idea of the car in the logo however this can be challenging to create a logo that connotes the idea of the car as the audience will interoperate it differently their for perhaps not getting the idea of the car. 

VW

Nissan

Bmw

Inspirational Adverts

I also have included some aspects of my own adverts in this section of inspirational adverts and how they have effected what i did in my end product.

The inspiration to list the events of the day - M&S food advert -

Inspiration for "it's not just a car"

The voice over I created, continuity though out my texts

Traditional car advert without Non Diegetic sound -

A car advert which uses Non Diegetic sound -

My faster paced Non Diegetic sound -

Storyboard

This was my first storyboard too my main text, however i did not find the process of creating an storyboard effective as I am very bad at drawing this then meant i was unable to get what I wanted from my head to the paper. This was a problem as i was getting frustrated with the process i did not have the problem, last year we were in a group and luckily i didn't have to do much drawing. Bu this year i have been finding it a massive issue as i am unable to use the process in getting my ideas down on paper. I therefore thing that i will not use the process again but try and make a list of the shots that wanted to use an test them when i am out getting my footage i think this will be a lot better method> however it is lightly experimental as i am not following a storyboard as such however i will be following a process that works for me and i think that is a lot more beneficial than trying to create storyboards when then are not helping me.

Wider Target Marketing

Research summary

Initial drawings

After doing some brainstorming of my possible ideas i began to draw my initial thoughts and this is one, where i have got a family and used there thoughts to explain a cars potential. This is not very thorough but for the mean time it allows me to express some of my ideas and stop me from getting behind. Furthermore doing this exercise has taught me that i need to now look at how easy it is to use animation and wether or not i will be able to learn how to do it, and do it well. But finally i need to look at some alternatives if this one does seem feasible.

One other option that i have been exploring is taking aspects from a Viral Ad, and using the completely un conventional codes and conventions used to make my own version. Where i would be subverting some of the conventions so that it fit my product and how i want it to be branded. 

Pop UP

This is very similar to some of the ideas that i have been working of for my advert. I would like to to us the principle of having the thought bubble of the different people that are in a family. However i would like to do it in a more creative way or something that is not so direct, more like in a viral advert style. 

To do next

In the up and coming week i want to -

Get some location shots
start story boarding
branding
shot list
finish any last research -
     codes and convention
     target marketing
     advertising industry
     styles

I have given myself a little check list todo so i that i can keep on task in the up and coming week, but also so that i can really get moving with my planning which will allow me to start filming when i get back to school.

Discussion Ideas

Post modernism - looking at older style adverts
Narrative advert on what the car is capable of
new family = new family car
Animation -
peoples thoughts of a car and how this car will do everything that each person in the family wants it todo.
Taking a look at how the cadburys advert -
send a message
re inventing themselves

So far i have found that my animation idea could be my strongest candidate this is because it will allow me to gain and learn new skills as i will have to learn to use animation skills like rotascope or stop motion.
However i really like the idea mainly because it allows to target my brand using a unique selling point through the adverting.

After coursework reflection

After doing my coursework reflection task i found my research went very much in one direction as i started of by mainly focusing on TV adverts, without looking at the different aspects which made me realise that i was not widening my research enough so that i fully understood what stages are needed to gain an understanding of the different types of advertising.

However once i had realised this i found myself looking at the advertising industry in a much wider view, as i was researching, 

popups 

tv sponsorships

different styles 

One thing that i need to go back and look into which i can do as i carry on with my planning is take a look at the target marketing which i found that my research has lacked, additionally i found that my advertising industry research is very vague with no research on directors, styles and agencies. 

I can look at how i went about my research in two ways with it being very one sided allowed me to realise that i needed to widen my research created an opportunity to get a better understanding of what i have todo for planing and for my research to be detailed enough that i can create a worth while advert. 

Finally i had a discussion slide on my powerpoint as i was finding it hard to create some unique ideas and selling points for the brand. This is when i got the help of my class mates to come up with some possible ideas that would  set my product out from the current ones in the market. Although the product is the same i will be advertising it differently so that it will attract a wider audience. 

Presentation medoa

View more presentations from brogan0135.

After Brain Storming

After doing research on a range of car adverts I found that creating an car awareness advert or campaign would be effectiveness I will be unable to convey the correct meaning in addition to this it will be hard to connote the meaning that it created with the use of close shots from the chasing shot as the car is traveling. Additionally their is a multi of shots of the car being crashed this means having multiple of cameramen that will be able to capture the crash from a range of angles.

As I had orginally looked at car adverts i found that this would be a lot better way to go as i will be able to connote the message with in the text in a more effective way than what i would be able to do in the road awareness. After doing the brainstorming and the research on existing car adverts i had also paired this to the basic research i did in presentation, demonstration-al and narrative adverts. I realized that many of the car adverts i had looked at incorporated aspects from such as having conventions from a narrative advert. 

This then lead me to to rethink the final route in which i wanted y advert to follow, this was to create a car based advert as i found found my my questionnaire that the majority of the public would be happy to watch a car based campaign. I therfore would use convention learnt in my research such as the narrative to tll a story, voice overs to connote menaing, range of shots but also the non diegetic sounds that will allow me to create a tone for the advert whether it would be serious or light hearted. i finally needed to think what method will be the best to produce a car advert that works and is effective to the largest market this is going to involve a lot more planning and research. 

Questionnaire Summary

Are you male or female?

I decided to get 20 responses 10 male and 10 female. This was to allow me to have a range of responses. 

What age category do you fit into? (please circle)

15-17, 18-22, 25-30, 26-35, 36-40, 41- 45, 46+,

I mainly received feedback where my audience were in the range of  15 - 40. This was good as it was broad enough that I will be able to get an understanding of what a mass audience would want from an advert. 

Do you find adverts engaging ?

I was slightly concerned to find in my audience feedback that only 12 people out of my 20 responses found existing adverts engaging. This lead to me think about the aspects of why current adverts are not engaging and how I will be able to create my texts so that they are. 

If not why?

I then asked for responses of why current adverts were not engaging. I received responses such as, boring, samey, all follow the same layout, not very exciting, has no real wow factor. This wasn't too much help as all my responses were very board, however it did lead me in the correct direction as I now know that my advert no matter what i am adverting needs to have a real interesting USP, and perhaps an up beat and engaging sound track or voice over. 

What are your favourite types adverts? (Tick as many as apply)

Presentational

Demonstrational

Narrative

Sports

Politics

Motoring

Cars

Food

Fashion

In terms of favourite adverts I was happy to find that the car had a few top responses, along with both sports and fashion. I was surprised to find that no one had ticked on the any of the 3 main types of advertising, this could be down he the general public not being knowledgable enough about media. Therefore after briefly explaining the 3 types to at least half of the public responding to my questionnaire I found 

 the majority of them preferred the narrative advert. I then thought about trying to combine a narrative advert with one of the more favourited adverts from the feedback. 

Do you take notice of Pop Ups ?

To go with what I previously though about Pop Up's, I found that a lot of my feedback agreed. With 18 out of the 20 responses agreeing that they would not even notice

a pop up but simply close it. I had assumed that this was going to be the repines, I therefore needed to hope that the TV Sponsorship was a more noticed way of adverting as I need to create one or the other to fur fill my brief. 

Are you able to see the point of Tv Sponsorship Adverts ?

Very much to my satisfaction my feedback proved that the Tv Sponsorship would be a much better option to create an advert as 15 people were able to see the point of the advert this was a lot ore encouraging that the result I had received about the Pop Up. However I was also slightly worried by this as I didn't know a lot about the conventions of a Tv Sponsorships and what their purpose was. 

Would you enjoy watching an advert campaign based on cars ?

It was encouraging to find that 14 out of the 20 reposes would be happy to watch a advert campaign that is on cars. As the idea of creating an advert on car was something that I wanted to do but by having responses that would enjoy to see a car campaign it is encouraging to me to begin brainstorming and looking at creating an campaign based on a vehicle.

Overall I found that the questionnaire was very useful in giving me some guidance in what I can do and where it I can take my advertising campaign. This was important as it allows me to create something that is wanted and too the liking of an audience rather than creating something that I liked and through that hope the a an audience would as well. I got a range of answers from a range of sexed and ages people to give me the largest range of responses this was important as I was trying to reflect what a mass audience would want. Additionally I found a lot with a lot of the public not finding adverts interesting or engaging this meant that I had to create something that was, and by this was going to have to think out side the box which means challenging and developing common convention, such as a use of shots and pace of editing. Furthermore I found that narrative is a liked type of advert, this is a convention of advert that i would like use as but also develop in some way by pairing it with a car advert. I would then be able to advertise a produce that it reliably popular but also something that I would like to advertise and use the narrative style in aid of advertising the car. I then also looked at the ancillary texts and whether or not my target audience found them worth while or interesting I found that the TV Sponsorship was the more preferred option as the majority of responses did not like the idea of having a pop up. However this does raise an issue of my lack of knowledge about the TV Sponsorship and means it will be a lot of extra research to ensure I am prepared to create the text, as it is the preferred choice of the audience. 

Questionnaire Break Down

Are you male or female?

 I have asked whether they are male or female because this could help me define whether more of one sex enjoys watching adverts. If so this then allowed me to have an understanding of what ach type of sex was looking from in an advert.

What age category do you fit into? (please circle)

15-17, 18-22, 25-30, 10-35, 36-40, 41- 45, 46+,

Additionally an aspect of audience research is to understand the likes and dislikes of the certain age ranges. It was important to get a broad range of answers from a wide range of aged people to ensure that I am able to target my product at the largest audience.

Do you find adverts engaging ?

It was important to me to even find out whether or not people would found adverts engaging and would watch the duration of an advert.

If not why?

…………………………………………………………………………………………….

I then asked if they do not find adverts engaging why, this would allowed me to look at aspects that are repetitive and how I would be able to challenge them to ensure that my engage the audience.

What are your favourite types adverts? (Tick as many as apply)

Presentational

Demonstrational

Narrative

Sports

Politics

Motoring

Cars

Food

Fashion

After doing some research I found that these were some of the main types of adverts I then wanted to see what ones were most preferred by the audience. I would be looking in relation to both the age and sex for this question to see if there was a direct relationship of pattern with the previous questions and the choice of advert.

Do you take notice of Pop Ups ?

Yes (  )             No (  )

Personally I found pop ups annoying and would not generally find my self engaging with them at all I wanted to add this into my questionnaire to see if it was just my personal opinion or the one that a mass audience shared.

Are you able to see the point of Tv Sponsorship Adverts ?

Yes (  )             No (  )

As I didn’t feel the Pop Up would be appropriate type of advert for my campaign I decided to see if the public would find a TV Sponsorship Ad a more worth while type of advertising in comparison to the pop up.

Would you enjoy watching an advert campaign based on cars ?

Yes (  )             No (  )

I had the rough idea that I wanted to create an advert based on cars, I wanted to see if this could be a choice by adding it to the end of the questionnaire. I will take into consideration all of the other results from my question and compare them allowing me to see if it would be worthwhile to create a car ad or one that Is more liked by the audience.

Questionnaire

Old Spice | The Man Your Man Could Smell Like

This is another advert that is slightly different from the rest of the adverts you see today.

The first ad was equally hilarious. Wearing nothing but a towel, Isaiah Mustafa begins by with his trademark:

‘Hello ladies.

'Look at your man, now back to me, now back at your man, now back to me. Sadly, he isn’t me, but if he stopped using lady-scented body wash and switched to Old Spice he could smell like me.’

The advert talks directly to the audiences, and establishes that he is talking to ladies. But it is also very instructive in its message, short and too the point I feel that this is done for a reason as it is short and sweet however it gets the message across to the audience. An element that may have not been intentional is the comedy factor that lies on the dialogue of the advert, with small humor making sarcastic comments of your “mans” body washes.

The campaign goes hand-in-hand with the Old Spice worldwide promoted Twitter trending topic.

In a two-day blitz, the team produced more than 180 video "shout-outs," including a marriage proposal (she accepted) and exchanges with celebrities including Ellen DeGeneres, Demi Moore, Christina Applegate, Alysa Milano, George Stephanopoulos, Olympics speed skater Apolo Ohno, gossip blogger Perez Hilton, tech gadget blog Gizmodo, Stanley Cup champions Chicago Blackhawks and Starbucks (which now has 10 million fans on Facebook).

Rose was enamored. He tweeted, "Holy sh*t, best get well video EVER from Old Spice." That message went out to his million-plus Twitter followers. A viral phenomenon was born.

http://www.msnbc.msn.com/id/38282026/ns/business-small_business/t/now-look-here-now-learn/#.TpW9jOtEDfU

Old spice advert like all other viral ads thrive of using social networking sites where mass audiences will be following celebs or groups. Therefore the adverts target celebs and people that have mass audiences on these social networking sites to get there product across a vide variety of people. This is a very good way of advertising for a not very well known product or brand, but I feel that it would be very hard for me to do for my project as I would be unable to use these social networking sites to spread the advert like Old Spice for example. 

Viral Advertising

By targeting its audience more precisely viral advertising attempts to perfect the segmentation strategy used in traditional marketing. It can be employed in a variety of ways: Anything from a provocative, high impact buzz bomb to a subtle subliminal boost of brand presence.

So, in essence viral advertising differs from conventional advertising methods in that rather than attempting to spread a message through a traditional saturation approach, such as pasting a brand on every billboard in the country or buying so much airtime an advert becomes unavoidable, it propagates itself through networks of friends and enthusiasts sharing a common interest.

How viral advertising works

Viral marketing and viral advertising utilise existing social networks to increase brand or product awareness, spreading through a peer group much as an organic or computer virus does. Like a virus, it spreads from person to person, one individual transmitting it to maybe one, maybe twenty others, with studies indicating that on average a satisfied consumer tells three people about something they like. Viral marketing attempts to capitalise on this instinctive behaviour to rapidly spread a message. The key is that the recipients must want to pass the message on.

A viral campaign usually consists of several components, some passive, others interactive. In addition to viral video, promotions may also include elements such as text messages, podcasts, video clips and sponsored games, music tracks or images.

To be considered effective, a viral campaign needs to fulfil two criteria: firstly, it needs to spread as widely as possible, secondly it needs to be met positively. One of the earliest illustrations of the power of viral advertising is Microsoft's Hotmail, simply by attaching a short promotional message to emails sent by users the company managed to recruit twelve million subscribers in just eighteen months, and this at a time when internet use was not nearly as widespread as today.

The key to viral advertising therefore lies in successfully targeting smaller numbers of influential individuals who have the status and connections to spread the message. Consequently, one of the great advantages of a viral campaign is that it does not require the same level of investment of capital in media buying as conventional methods.

The difference between viral ads and TV commercials

Viral video has proved to be the most popular viral marketing format, but putting a TV ad on the internet does not constitute a viral campaign. Although there have been some crossover successes, what works on TV often does not translate to the web.

Because people have to actively choose to view and share viral content it demands a different approach. For viral advertising to work it has to be remarkable and contagious. Unlike TV advertising, big companies can not just outbid their competitors to buy audience attention, it can only be captured by providing content people want to see.

Advantages of viral advertising

In the past, the most effective method of customer acquisition was to reach the largest audience possible. However, usage tracking, customer profiles and the growing popularity of niche content brought about by everything from blogs to social networking sites, provide advertisers with smaller but more defined audiences, leading to ads that are more relevant to viewers and more effective for advertisers.

A significant trend in advertising is the increasing use of niche or targeted ads that tap into 'the long tail' of diffused internet browsing, thereby allowing advertisers to reach specific audiences. It is clearly easier and more cost effective to only target those consumers who have an existing interest in a certain type of product.

Because views, response rates and ROI are much easier to track and measure with digital rather than traditional media, digital advertising offers a greater sense of accountability for advertisers. This is one of the reasons that the growth rate of internet marketing is outstripping all other media.

With internet advertising consumers are only ever a click away from advertisers' online shops and websites and they can learn about and purchase products 24 hours a day. Small business can save money due to the reduced need for a sales force, and because of the low production, distribution and residual costs of a viral campaign internet marketing can help a company expand from a local to international marketplace.

With the increasing popularity of broadband internet connections and the huge uptake in social networking sites, viral advertising taps into the power of Web 2.0 applications such as Youtube and Facebook and the flexibility of viral campaigns makes them a valuable and effective component of any marketing strategy.

Over the years people have developed an immunity to conventional methods of advertising, (and indeed, the new breed of personal video recorders such as TiVo and Sky+ can be programmed to omit commercials completely) but when they discover something themselves or are sent it by a friend they are less resistant despite knowing the purpose of the viral is to promote a brand.

I sources my information from here, 

http://lbug.co.uk/viral-advertising.html 

New Take

The dove advert is something very different and takes you through the stages of how a billboard advert is created. However it is used to connote how advertisement is used to manipulate the audience, with subtle different techniques in the case using Photoshop to make the face more appealing.

The advert itself uses stop motion, where pictures are taken every second or two over the period of the advert this is then edited together to create a clip which look jumpy but the audience is still able to watch it like normal. The reason that this advert has used stop motion is because it goes along side the photo shoot in the advert but additionally they are able to make manipulate time more fluently this way rather than using a standard video recording.

The reason that i have picked out this advert for my planning and research is because it makes the audiences take a look at adverting and adverts from a different perspective. This is that we are always being manipulated into seeing something that we want to not what is actually there. This is a great example of that as they take a normal person and transform them into a symbol of beauty for all people to see using software like Photoshop.

Re think

After gathering a lot of general information about adverts and looking different types i began todo some planning. I found that i was at the stage where i was ready todo some planning, this is because i had looked at enough adverts where i felt comfortable in making the choices more specific and begin planning.

I started off my planning by doing a brainstorm this helped me a lot because i was able to decide that drifting was the right path for me todo, as it was a topic that i enjoy very much and would enjoy creating a piece on it. However after looking at some previous adverts on the topic, i would be unable to produce an advert to the same level of expertise as the one already out, the reason for this is i would be limited on the shots i could get.

Therefore i have decided to still look at producing an advert on motor sport but, instead perhaps selling a product related to the car. Additionally I found that car awareness advert as very effective and this could be a way for me to test my skills in creating some thing very different but still motor related.

Brands Hatch Advert

The advert starts of using a POV of a parent walking there baby, straight away you are struck by the non diegetic sounds as you hear someone mimicking a cars engine sound this is very funny especially as it is relating back to the babies cot. Therefore i think that the advert gets of to a very good start as it uses humour to grab the audiences attention and this maybe enough to keep the audiences attention to the end of the advert.

It then gets suddenly interrupted by a real car engine, which is very loud and intensive, this then goes to a screen of just text, "get real" making a joke of the previous footage. But the engine noises and aggressive style makes the advert seem that it is mainly targeting males and would appeal to more males rather unisex.

It then goes straight to some exciting and in car footage of a vehicle racing round a track, this is a very intensive and exciting bit of footage that is not very common in adverts and with all the previous shots and scenes in the advert it carries of keeping the audience some what interested.

A cam and collective voice over is added to the exciting scenes behind where it describes the different car opportunities that are on offer. These are very quick and simple but it also works as whats said is exactly the same as the text which is put over the footage this makes it easier for the audience to understand.

It then finishes with a very simple background of the brands hatch logo, and a price of one the experiences, it then also has a website clearly placed in the centre of the page, while this is displayed on the background the non diegetic dialogue is played over the top explaining how everything is on the website.

I found the website was very good as it is constantly keeping the audiences attention, and even though it is car based it will attract a wide range of people due to the being grabbing the audiences attention. However from a media side of me looking at different aspects and trying to recreate some of the aspects it is unpractical because i would be limits of the car shots, for example i would be unable to capture the in car foot age and would only be able to get some long shots or at most medium long shots of the cars. Therefore i need to rethink my advert options to come up with something that is more of an all-round advert and is achievable.

Drift Advert

The scene opens with a tracking shot of a large commercial warehouse, this is a extreme long shot establishing the setting for the advert. Text has been added to the bottom of the shot, giving qualities and skills needed to drift a car like this.

A car appears from the margin of the shot, it then becomes the centre of attention as it centered within the screen not only this but the car is the only object within the screen therefore the audience from early on is knowledgeable that the advert is about cars.

Camera wise the advert is quite unique because there is not change or variety on shot, it remains the same throughout the advert. This can be used in various ways, as it forces the audience to spend the time watching the car. But the audience may become uninterested in the advert if they are not that interested in cars because there is no close up to wow the audience and keep their attention. This lead me onto thinking that perhaps the advert is targeting a more niche audience as they would have to be instructed in drifting to like the advert and pat attention, whereas a wider audience will just find it boring.

Then finally the advert finishes with companies name on the front the car as it being as it spins round and is the audiences face. This leads to the logo finally being on the last section of the advert with it taking up the whole page at the end, with a slogan of take control. The reason for this is because it directly links to what skills are needed to drift a car but also how the best equipment will help achieve brilliance.

I think that the advert works well for a niche audience that is knowledgeable about drifting because it captures some very good drifting. But for a wider audience it is not so good as the message would not be clear, they would be lead to believe it has something todo with the car, not tyres. Therefore i believe they should have had some dialogue so the audience is more informed about the advert.

Drift Radio

Taking one listen to the advert from the start to finish i instantly realise that i do not feel the advert is very good in selling or advertising the drifting event. The reason for this that i found was there was too much to be said within a small amount of time, therefore the advert was rushed and we were unable to hear exactly what was being advertised this makes the advert seem amateurish.

They start the advert of by briefly describing what drifting is like and some senses that would be associated with drifting, this is a good part of the advert, with some clever puns, "drift into tea side" linking the two together.

They then go on to some highlights about the drifting event, but these are very blurred and hard to distinguish between because of the added effects to the voice. I do not know why the director has added the effects in as it only makes it harder to listen too.

Finally the advert finishes with the address of the event, prices and dates. However there is not website or easier way of remember the information. I feel that just by listing all the information out it makes it very hard for the audience to remember any of the information. Therefore instead they should have said where the audience could find all the information in one place.

Overall then i found that this radio advert was not that successful because it rushes the audience and tries to overlaid them with information about the up and coming event. To conclude then i realised that there is a fine line between not enough dialogue on a radio advert so i loose the attention of the audience but too much to they are unable to understand the information.

Tv Sponsership

The advert is produced by Cadbury's, it is sponsoring Coronation Street. As the advert is sponsoring chocolate, they have produce a chocolate like village using small chocolate found from Cadbury's bars, in addition to this the village it could be iconic for the Coronation Street set itself.

The sponsorship uses a jolly and up beat sound track to create a happy atmosphere for the town or village the ad is set it.

A tracking extreme long shot is used so that the audience can be established with the advert but also they are able to see that the street is made up from chocolate bricks. A medium long shot captures a small amount of humour between the characters, this worked well in the sponsorship as it just makes it more watchable therefore the audience are more likely to pay attention.

A zoom out is used to finish the advert, then a voice over is used over the top to introduce how the advert is sponsoring Coronation Street. A transition is used between the scene before or a chocolate street and Cadburys logo this makes it look very seamless and has rhythm.

Finally the advert finishes with a the cadbury's logo and Coronation Street above it in the shape of a street name. The street name was being done as it is iconic for the show but also connotes how the programme is based on a street. Finally they places the logo on the end so its the last thing the audience seeing before watching the programme.

A Tv sponsorship is more likely to be watched than an advert, as it is directly before and after a programme, this is when the audience is actually going to watch and pay attention to the Tv not when the adverts are on, so if anything the Tv sponsorships could catch the audience of guard when they are about to watch their programme.

Brainstorming 2

This was my second brain storm which lead me to re consider the movement of my project from my previous brain storm, I liked the idea of creating an Advert that would allow me to connote the importance of safety awareness, however I shortly realized after doing some research on these types of adverts that it was not with in my capabilities this was because it involved crashing a car something i was unable to do due to legislation, rules, general safety. I therefore decided to re think the idea of creating a advert based on car. I found that it would be best to use to relate a family car advert this was down to it being the type of car that i would be able to film, additionally it was something i was capable of producing as i had all the tools and equipment. This meant going away and doing some additional research into car adverts but mainly family cars adverts, i then needed to see if i was able to take aspects from what i had already learnt from the existing adverts and incorporate them into the advert.

Tv Sponsorship help

Below you will find ten creative tips from the report, plus some additional things to think about when developing your creative. We hope you'll find them useful.

Creative Guidelines

1. Be creatively empathetic with programme. Your on-air work should be consistent with, and pay homage to, the programme content or style. Good creative keeps context top of mind. How would the viewers feel about your work next to their programme?
   Good examples: Lurpak & Jamie's 30 Minute Meals, Fruit Pastilles and Britain's Got talent, Dulux & Ugly Betty. Givenchy & The Oscars on Sky, and Bailey's & Sex in the City, Haven Holidays & Primeval.
2. Share your advertising's creative style. The look and feel of sponsorship should be consistent with your advertising. Specifically: production values, tonality and branding. Integrate some advertising elements but make your sponsorship distinctive from your advertising.
   Good examples: Kia & FA Cup, Talk Talk & Big Brother. Mini dramas & ITV drama.
3. Be original/ innovative: Strikingly originality or "Intelligent sponsorship" commands attention. Don't make the viewer work too hard to 'get it', but a little cleverness is very valuable.
   Good examples: Guinness & Rugby World Cup. Powergen & ITV weather original, Cadbury & Coronation Street "chocolate" animation,
4. Clear message; perhaps a straightforward product story and fit with programme. Something that delivers immediate comprehension and is not unduly contrived or complex.
   Good examples: Bounty & Love Island. B&Q sponsors 4 Homes / Property Channel 4, Panasonic Viera & Sky Moview Premier HD
5. Entertaining. Unsurprisingly, humour is cited as a fundamental requirement. Match the medium!
   Good examples: FiveDVD & the Farm or Yorkie & Soccer a.m. Phones 4 U & Hollyoaks.

Executional Guidelines

1. Frequent copy rotation. Make a sufficient quantity of bumpers and rotate them appropriately, especially for long-running programmes, like Lost, and for genre or strand sponsorship (e.g. drama, property shows). This helps to avoid wear-out, decay and irritation due to perceived high level of repetition. Good examples: Carphone warehouse & Big Brother. Cadbury & Coronation Street.
2. Minimal text: Ideally you should limit the words on the screen to the brand name and a strap-line that communicates the sponsorship connection. Good examples: Stella & Films on 4. Wolf Blass & The Ashes
3. Recognisable voice-over. Use a clear, ideally recognisable, voice-over paired with a strap-line to help with instant aural recognition. Not a strap-line alone. Good example; Bailey's & Sex in the city
4. Sonic logo. Evidence suggests that these can direct attention, act as a mood-shaper and raise expectation. They can also aid the recognition of a sponsorship. Good examples; Cote D'Or & Wild at Heart. Direct Line insurance & property shows.
5. Bold product logo/"Pack Shot". There is usually a requirement for this to be centre-stage. It aids message clarity and recall. Good examples; Wolf Blass & The Ashes on Sky. Bailey's & SITC

Some other things to keep front-of-mind...

• Resist the temptation to make an ad that butts up to the editorial: you are likely to end up with something that is both a poor ad that doesn't deliver everything an ad could, and a poor sponsorship that doesn't do what great sponsorship should.
• The main aim of the on-air creative should be to build an association between the advertising brand and the programme brand: that association is the message. For creatives, the process of understanding the viewer relationship with the programme and coming up with an engaging, fresh link is both the challenge and the reward.
• Put as much care into your sponsorship as you do with your spot advertising. It really is worth it.

http://www.thinkbox.tv/server/show/nav.946 

Overall i am using this link because it gives some good guide lines that i can follow and keep in mind when i have to design and create my tv sponsorship. Therefore i have used this for a post as it can be used to help me for a later day in my filming stages. Something that i can keep in mind is taking little sections of the help list that i could use this will help me to make my final product more likeable and workable.

Practice Shooting

I have done some practice filming, the reason that i have done this is so that i my camera use is refreshed i preparation for the actual filming for my advert. In this shot clip i have practised several different angles that i could use or are commonly used in all types of film work. For example some of the few shots i have used are, close ups, extreme long shots and mid shots, in additional to this i have a high angle and low angle. I found that this filming was a lot harder to make sure that the camera was still and i made sure the object i was filming was centre or marginalsed depending of the criteria.

I not only played around with the camera work but also familiarised my self with the editing software, as i have been using it to cut the shots, but also using different transitions to explore some settings on Premier. I have used a vide variety of transitions on my clip, however i do not feel that they all make the clip flow or have rhythm. Furthermore i added a non diegetic sound track to the clip, this is something that will be found on my advert therefore i wanted to practise the skill of using editing to the rhythm of the music, i found this a massive challenge and was unable todo so on this piece of work, but i am going to have another go at it whilst doing my planning and practise shots. Finally i added some text so that the audience is able to see the shot i have been experimenting with but also to practise the text placement in comparison with the page.

Overall i found this experiment was very useful and it has made me realise that many of my skills that i picked up last year i no longer am able to use to the standard that i was able to last year. There fore i am going to have to some more testing pieces like this one before i go and do my final clip to ensure that i am going to create a advert to the best skill and standard possible.