Evaluation

Advnaced portfolio evaluation final

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Advert Questionnaire

https://docs.google.com/spreadsheet/viewform?formkey=dFl2WkhRMkhvYlY4bm9BamJhRDh4REE6MQ

Adverts

Advert 1 -

Advert 2 -

Tv Sponsorship 1 -

Tv Sponsorship 2 -

Radio Advert -

Advert Ending

I gained some feedback from my teacher were I found that my advert needed something to finish it off and leave the audience remembering your product. So after giving me improvements on my first advert attempt I was instructions to create something different at the end. I therefore looked at how other adverts finished and how mine differed.

This was how the majority of adverts ended with the logo being in the centre of the text, but also having a dull background so that it connotes the importance of the logo and brand. Additionally they generally end with a small slogan so the audience will remember the advert. I therefore decided to add the logo but in a fashion that I would be able to relate the brands logo to the rest of the text, this was something that was not normally done in adverts but i decided i would try and challenge this convention.

This is what I was able to produce, as you can see I have added still shots of all the main aspects of the advert in relation to the brands logo and product name this denoted what the car would stand for within a few short seconds.  I felt this was a massive improvement on what is currently used in advertising, however i will need too see if the audience feel the same in the audience feedback when i do my evaluation. 

Attempt of Advert 1

This was my first attempt of my advert, I am not very happy with the overall out come of the advert for several reasons. One of which was the flow of the advert as it currently seem very jumpy, with no flow between clips this is a crucial aspect that i need to get right as i need to make sure that the advert works. One way that I can try to make the advert flow is by introducing a soundtrack to the advert this was something that i was not going to do but it could help me make the advert flow and fit the clips into the rhythm of the soundtrack. Additionally this could be a good thing to do as i was going to use the diegetic sounds from the clips however they do not fit in with the advert, so using a soundtrack instead of having the diegetic sounds may work better. I will need to pick something that will work with the adverts and the campaign but also something that will work with the footage that i have already got. 

Something else that I am not happy with is the lack of shots from inside the car, mainly as I wanted to captures some of the emotions that the drivers and passengers would feel when in the car. Instead i have mainly medium and long shots of the car being driven or passing through different landscapes. Currently as there is little variety of shots in the advert is not denoting meaning. 

The meaning of the advert should be about the car helping families in their everyday lives, being able to battle any challenge. Currently i feel that the advert is denoting now meaning about family and the ease of use, it is just showing the journey to work, someone loading their shopping into the car and a child being dropped of to school. These are all very boring things that happen daily, and i have latterly shot them not connoting how the car is better than its competitors. This is something that i need to think of carefully as it is currently denoting nothing of importance. 

I will discuss this advert with my teacher ASAP and see whether or not it can be improved and if so how. I will then go and blog about the my progress and the possible improvement. 

Filming and Editing

I was able to finish the filming for the my first advert, I wanted to get some footage where the car would be used on the school run. It meant that it could show how easy the car is to use, for both children and parents, with the space and easy loading of the children.
However i found that it was hard to get any shot that would demonstrate how good the car was, this meant that the footage i got was okay but will need to be improved.
Some of the shots that i was able to get where, the children getting in the car, small amount of dialogue and then car arriving at the destination. I realised that there really was not that much footage so far of inside the car and this could be a good chance to demonstrate some of the features with in the car with the scene being about the time spent with your children.

I then took the footage i had got my from my day of filming and began to edit it down, so that the shots would flow and allowed me to see whether or not i was going to be happy with my footage and where i will be able to improve the scene. I shortly realised that the footage i got was good and i could use a lot of it for the advert, however i needed to go back and film some more this is because there was no meaning in the scene.
The narrative goes "It's the time spent with your kids as you take them to school"
Therefore i should be denoting how the car can allow you to enjoy some quality time with your children, however this is a good idea but a lot harder to capture. I now need to look at some good ways of being able to convey this quality time in the advert, as it will hopefully help me to denote meaning in the advert and how the car is better than its competitors.

Non - Diegetic

Traditional car advert without Non Diegetic sound -

A car advert which uses Non Diegetic sound -

My faster paced Non Diegetic sound -

I had found in my research that a lot of vehicle adverts do not actually have non - diegetic sounds this is to connote the car cars sportiness in its sound or luxurious as its quite. However if non - diegetic sounds are being using then it is very subtle and has a cinematic approach by having rather slow paced soundtrack that is to make it seem more enjoyable for the audience to view. However i found that this was a convention that i wanted to challenge and develop as my voice over is trying to connote a more up beat and exciting tone that will keep the audience engaged. I therefore decided to use a up beat sound track which is less conventional but would hopefully allow me to create an engaging and exciting advert. 

The rough narrative

This is the first version that i was able to produce for my narrative,  also i have asked my teacher to do the voice over as he was able to capture the right tone that i wanted to use on my advert. The reason for this was because it uses a smooth and carming tone which allows the audience to feel comfortable when listening to the advert but more curially i wanted a voice which would allow the audience to connect with making there more chance the audience will enjoy and pay attention to the product that i am selling.

My Narrative Changes

I wanted to create a voice over that would work as a narrative telling a story throughout the advert. I decided to look at different adverts that use either a voice over or narrative, in which I found that these two adverts there were very useful in the construction of my own narrative. In the M&S advert  I found that the voice over creates the narrative by listing a load of luxurious foods on offer, this was a very interesting way of incorporating the narrative and voice over together. Additionally I would be able to re create something similar in my adverts by listing some of the best features about the car in the voice over pairing it with a range of shots on the advert. This would work well and mean i was able to create something slightly different than what normal advert conventions use. 

Additionally I looked at this advert for inspiration as it does some thing slightly different to the M&S advert. But more importantly the BMW advert uses something that could allow me to connote the cars integrity and worth. BMW voice over = "its only a car" I feel this only takes away from the cars importance as its connotes that the car is not important and is not any better than others that are on market. I felt i could develop this idea of the voice over so that it would connote how my product is a lot better than all the other ones on the market. As I wanted to connote the cars features I decided a good way to start the advert off by " It's not just a car" this immediately connotes how the car is different. This is important as my product is going to need a USP, I feel a good way of showing this could be with the narrative. 

As I had no real meaning and message in my advert so far i found that it would be worth while to include a narrative so help provide a story line in which the footage can follow and describe. This however was a lengthy process for me to create the right type of narrative to fit the advert I am creating, my first attempt was for the duration of the advert and used many different aspects of the car to describe and explain the benefits of having the car in everyday situations like, Shopping, Daily Commute and Taking the kids to school.

This is not just a car

To get you to work
In luxury and comfort
With wood and leather
It's quietly refined

The easy shop
Any bag any size
Any parent any person
It's quietly easy

Getting the kids to school
Children and mornings
Miles and smiles
BW quietly amazing

This is my very first attempt I found that i had simply listed some of the facts about the car and how anyone could use the vehicle however there was still very little meaning for the audience. I therefore decided to take this version to my teacher and see what he recommended to do to create something better. I was given the advice to shorten each section down to the smallest possible to convey meaning.  The reason for this is so that the narrative allows the audience to link the footage and narrative together to create meaning.

I then went back to the drawing board and tried to create a narrative for my advert which was simple but still allowed meant that i could convey meaning in my advert.


This is NOT just a car

It's the journey to work

It's the weekly shop

It's the time spent with your kids as you take them to school

IT'S LIFE

This is what i was able to produce for my advert, as you can see it is very short and simply describing each section of my advert. Although short i will be using this narrative so that the audience are very much aware of each section of the advert, and i will use the footage to go with the narrative in some ways to back up the narrative. I will also be uploading the rough version of my narrative.

Additional

Although my campaign is all about family and how the car is fun for the whole family, with a can do attitude. I though it could be nice to look at my second advert in a different way, by using many different close up images of the car both in side and out side i want to create some form of a collage. In addition to creating a collage i want to get the family involved by each member in the family having an image that they can relate to they can then will be able to put the image on a large wall surrounding the collage image of the car. This is only a rough idea that i can do for my second advert as i am having problems getting the footage due to the snow but also because i am unable to get the car enough for the all the footage.

The only problem with this is i have created a campaign for my car to be based on family, and the original idea try much follow the theme of family. This could vier away from the campaign, as i want base it around family this is then not meeting my brief as i should be keeping to the style in which i have created through out my adverts. I am just worried that this is too different to my other adverts and will not carry on the meaning in which i am trying t get across through my advert.

I am planning to take this idea to my teacher and see whether i should go ahead with my new idea as it will hopefully be easier to film with my time restraints. Or try and plan my time wisely and wait for the snow to past then get all my original idea filmed in a short period of time before my deadline.

Snowing

As it has been snowing for the last couple of days it has created many obsticles that i need to over come with my filming. Some of these things that I will need to over come are the conitinuity errors which will appear when filming in the snow, therefore I will need to film some close ups or meduim shots which dont have the snow in the back ground, this is one of the ways that i can try and keep up to date with my filming by chossing my locations wisely but also getting shots with minimal background space reducing the chance of the having snow in the background.

I will also want to use the snow to my advantage as it creates a new environment that i can use to show the car of road and go any where capabilities. However it also has it challenges as i will be able to film in the snow but if there is the chance of me re filming or having to get another shot to improve the scene i may be unable because of the snow no longer being there.

I will try and get some footage in the snow using the car so that I have the footage their if i want or need to use it but will need to make sure that there is not the chance of re filming when their is no longer snow.

Editing 2 / teacher feedback

After the filming session going well I wanted to to edit and try to get a feel for the length of each section and how i will be able to get the rights shots to fit the duration of each scene but also denote the right meaning.

I did some editing of my footage and shortly found that there was very little meaning behind the advert so far this was something that I did not expect, i then carried on to roughly edit the footage down so that I was in a position to show my teacher and have get some feedback on how to improve and move forwards in the project.

The daily commute was planned to be 10 seconds long with a rough edit of only 5 clips it currently 18 seconds long. This meant that the footage was way to long, and i was either going to have to edit the footage down so that it fit my planned duration and risk the chance of their being even less meaning in the advert. Or go out and try and film more appropriate shots that will denote meaning in the advert but also how the car is better than other cars. I decided to try and cut down the clips to reach my 10 seconds limit, but was still unhappy with my progress I then decided it would be wise and beneficial to get some feedback of the work to allow me to go forwards in my work.

I then spoke to my teacher and was able to get some really useful feedback on my work and what i should be thinking of doing to improve my work. My teacher was able to straight away tell me their was no meaning to the advert and was just a series of videos edited together, he then advised me to look back on my research and other adverts to look at how they denote meaning in their ad's. I did so and came back to him where the discussed the possibility of using a narrative over the advert to give meaning of each section this will go hand in hand with the footage on screen. Additionally he advised for me to go back and re film the commute section and try to get some more meaning full shots, but to really think about how to get these shots before filming.

I therefore needed to go and look at / do  -
Narratives in adverts and how to make a successful one
Look at my storyboard and make changes / improvements
Shot lists of my new scene
Create my own narrative and get more feedback on my progress
Try and re film some of my scenes

Filming 2

After my first filming session I was more confident i would be able to get some real footage that i can use and will be happy with.  I started by filming the daily commute this meant that I had to convey a business man leaving for work, then getting to work arriving and leaving the work place. The reason that I wanted to film this section first is the advert will be telling a story of the journey in which each member of the family will take when driving the car. The family man driving the car to work will take place first thing in the morning.

I began by filming the car the household as my family man left to do the daily commute, traveling down the road. I also filmed the car arriving at the work place, I did so from many different angle for example as the car arrived I used a high angled long shot in which i was able to get a great view of the car. This then lead to a lot closer shot where i only framed the wheels in the shot, i wanted this because it meant i was able to denote some of the car's WOW factors, with the use of Close Ups. I finally then filmed a medium shot of a my business man walking into the door, this was to further show the journey. TO finish the scene of I wanted the car to be driving in the dark on his return drive home.

After doing some filming i was happy with the quality of my filming and was able to use the footage.

The New

After doing some filming and editing i have realised that there was no real meaning in my work,  therefore I needed something that would allow me to convey meaning in the form of a narrative. The reason that i chose to use a narrative is because it allows for meaning to be put in to the videos, via a voice over of what and how my product is better than others and worth buying.

The narrative that i am using on my advert is not going to last the duration of the advert but only short phrases for the separate sections of the advert. The reason for this is so that i can connote to the audience how the car is better than all the others, i will be using a variety of shots and different locations to denote the cars capabilities and how it is able to fit any persons needs.

I have also found that i needed to look at the meaning of my adverts and make it more simple rather than my original idea where i was going to include multiple scenes with very quick editing this is not only uncommon in adverts but also made it very hard to introduce meaning in the advert but create a narrative that could be editing in time with the videos. Therefore I decided to slow everything down and make the duration of different locations longer then split the locations into the two adverts.

The reason for splitting the locations and types of people driving into two adverts it means that i can will be able to produce a better narrative to fit my advert to, but also allows me to have 1 advert solely for family and how it is better than other cars. Then another advert about the enjoyment of the car for the family but also everyone else, i wanted to do this as the car should be fun for the family with the can do attitude.

Voice Overs

The voice over I created, continuity though out my texts i was happy with it as it meant that i could create something that would allow me to denote all of the key features of the car and what it was capable of.

Logo

This was my logo I am very happy with the out come as  it looks professional and i feel sums up the brand appropriately. I incorporated a tire like tread by having two outlines of the each letter this was to give the effect of two sets of tires. Additionally i want the logo to be minimalmilistic by incorporating a grey and white styled logo. I feel it looks very aesthetically appealing due to the use of the colour and connotes a good image for the brand.  I found the tutorial was very helpful as it allowed me to create the logo using photoshop which has a massive range of features that i wouldn't have been able to create using a different software option. 

Photoshop and learning the skills

I hadn't really use photoshop before so I wanted to learn the basics I then decided to use a photoshop tutorial which would show me the steps needed to create a Logo. Luckily the tutorial that I was following was creating the basic idea of my logo, having an outer circle with the brands name in the middle this was simple but followed the main conventions of brands logos. 

Name

1. I thought that Superb would be a good all round name as it defines the quality of the product, however after doing some more back ground research on branding i realised this name was already begin used therefore I was unable to use it due to copyright.

2. DYNAMO I thought was good because it implied how the product was dynamic and would be able to fit any situation. However I was unable to choice a font or be happy with the overall look of the name, I found that having it in capitals help for it to stand out and be more appealing.

3. Another of the names that was in my list wast A2B the reason for this name is it connotes how the car no matter what will be able to get from one destination to another. I had also used a bold font so that the name will stand out. Although the name is short I do not feel it would work the product as the car is more family based.

4. This was split in to two as I was not sure in the way of spelling this name, with the correct way or having an alternative that will hopefully be different and stand out or allow the audience to remember it more easily. I really liked how this font style looked as it looks professional and up market this fits the target audience, but also the actual name of the car is very fitting as it is family based vehicle this means that the car will be aiding the users.

I will be using BW Aider, as i feel it is most appropriate name for the brand, but also is the best all rounder taking into account purpose, aesthetics and function.

Logo Design

1






2
















3                                     4

One of my tasks was to produce a logo for my brand this meant creating some initial ideas and them developing some of the ideas int my finals. These where my final four ideas that i would be willing to use for my logo.

1. The reason that I had chosen this design was because it is very different to many of the logo's you see today. I had taken a slightly cartoon like approach to the design of this logo as it really stands out, but also it allowed to me to experiment with the letter I was going to use. I also felt that because it is rather unique it looked better than many of the others it is down to the aesthetics of the logo that I have entered it as i feel it is aesthetically appealing and stands out.

2. For my second design I thought i would incorporate something the audience would relate to cars. In my case I was able to produce a logo which some what symbolises tire tracks i thought this was a nice way to try the logo and product together. In addition to this is also looks aesthetically appealing due to boldness of the design making it stand out on the page from all the other. However the letter flow from one another this was making it seem more appealing, this is my favourite so far.

3. I wanted to see if  i could produce a logo design that would be incredibly simple but still look appealing. I tried this in my 3rd design i like the simplicity of the logo, and also how the style of font is script like it makes the logo look more up market or of a higher quality than the others. This was something that i did not like about the 1st one as I had gone for a cartoon like approach it could look childish and not appeal to my target audience.

4. Finally I produced another logo which would symbolise the car in some way, I tried to do this by incorporating the road into the middle of the logo. Although the audience will be able to recognise the road in the middle it breaks up the logo to much for it to work, therefore it do not feel it looks as aesthetically appealing as they other and is not as clear. Therefore this is the logo i would not use due to the complexity of the design making it hard for the audience to recognise and appreciate.

Overall I would chose number 2, because of the overall design being good and it links to the product nicely which the other do no. I will now need to produce this logo on Photo Shop and change anything or improve the design if needs be for my final logo that i will use on the advert.

Editing 1

After doing my first bit of filming i wanted to make sure the filming was okay and being placing the shots in order and cutting them down to time. I shortly realised that the footage gained was going to need to be re done this is because many of the shots took too long, this meant i would not be able to fit all the sections into my 30 second advert. Therefore I looked at the footage i had filmed and edited them best i could so that it would flow even if it meant the clips where a lot longer than they needed to be. This allowed me to see what shots i actually needed, as I found when filming adverts every shots has a meaning and is not there just to fill time. I needed to do the same and make sure that my shots where accurate.

Filming 1

On my first filming attempt I thought it would be a good idea to go out and try to film the shots like they where in my story board, however rather quickly in my filming i soon realised that i was not going to be able to do it like i have drawn on my storyboard. There where many things that i had not taken into consideration, one of which was the 180 degree rule as I wanted to film the car moving but from a multiple of angle, in the storyboard i had broken the 180 degree rule and was forced to re think my options when i filmed it.

On my first outing i wanted to get the first section completed this was to film the car being used on the commute to work. When filming I felt that it would be worth while to film everything as I had planned in the storyboard then if i needed to cut things down or change something i could do it when it was being edited. So I began filming the opening scenes to the advert this was going well as I was able to get the footage required. Something that I was happy with when i was filming was being able to get better or a variety of shots when on location that where different to the storyboard.
For example, I had planned to use a medium long shot of the car pulling up at work, however i had already used many similar shots meaning that there was very little variety, I was able to use close ups of the car pulling for different angles, Like the wheels or logos. This then added a variety of shots but also connoted the car's Wow factors.

Therefore I found that my first filming session was a really good for me to practise and try out different things. As i was able to see where I needed to change things with a wider variety of shots, or looking at the shots and thinking will i actually need to use this or will it just be wasting time. But something that I did not expect to need practise with as the camera and begin able to use that comfortably, i found that many of my initial shots where very jumpy and angled. I uses the first filming session to get to know the camera and be able to use it appropriately then went back on my second filming session to try and getting better shots than i had in the first.

Radio Advertising

After doing some research in radio advertisement i was able to understand the codes and conventions this was also the help of a article i found in my research. This lead me to realise how my radio advert was going to very unconventional in its construction as i was not creating a situation with in the advert in which the product was able to resolve.

My product instead was very much going to follow the convention of a typical advert as i was simply demonstration the cars capabilities however I will be adding the more traditional set of information at the end of the advert.

Campaign in Motion

I found that my campaign was not really going in any direction I therefore needed to decide on a path for my campaign and stick to it. I will also be using my research to instruct my decision.

This was the direction I wanted my main two adverts to use these aspects to connote the key aspects of the product. The reason for using these aspects in my adverts is it would allow me to denote the cars capabilities of being a family and versatile vehicle that can do anything its set too. 

Radio Advert -

As I am creating a campaign i need to make sure that their is continuity this means having something that was similar to my other texts. Therefore i wanted to create the radio in the style of the first advert as it is family based this was more likely for the audience to be able to related to the text as it is the more self explanatory than the others. I would then try to recreate the my main texts, by adding non diegetic sounds that would be similar to the main texts additionally i will add the more conventional aspects such as including all the details such as product, website, contact information. 

TV Sponsorship 

As i wanted to further connote the products aspects even in the Tv sponsorship i decided i was going to use all the footage that i had got and create the TV Sponsorship that was fast paced and denotes all of the cars key features and USP. This is slightly unconventional from TV Sponsorship adverts. 

TV Sponsorship

This is a prime example of TV Sponsorship following the key conventions, as its a product that fits the aspects of the programme that it is sponsoring. Fruit Tella is a sweet however in the Ad it has been adapted to be symbolic of the people taking part in the programme. This is the purpose of a Tv Sponsorship as the product is meant to denote the key aspects of the programme. 

This however is a Tv Sponsorship that is slightly less conventional as it still does symbolise the programme in which it is sponsoring. They have shown all the products details and the sponsoring details all on a TV this is meant to represent the program being on the TV. However the product is also demonstrate in the Ad this is an aspect that i want to use as i want to keep the continuity throughout my adverts by constantly connoting the products aspects but the same features of it being a family based versatile vehicle in all texts. 

These TV Sponsorship Ads were help as it meant i knew what existing adverts were doing and what was needed from me to create an advert that both fit or developed the conventions but also kept with in the campaign and idea that i was trying to connote through my texts and campaigns.