Learning Outcome 1

Task 1:

Trainers Advert Idea
- Resevoir Dogs style, a man walking up to the screen, the infamous music from this scene in the film played in the background and the man pointing to his shoes. The advert sells itself.

Fake Tan Idea
- Jump girls, girls in bikinis running around with fake tan and spraying it on each other, lots of happiness related to having the fake tan being applied

Bouncy Castle Idea
- Old people jumping up and down and the camera panning out to show them on the bouncy castle, slogan saying onto it "you're only as old as you feel"

Task 2:

What I intend to create an advert for: Trainers
Top 100 Adverts of all Time: http://www.uktvadverts.com/facts/?list=ch4
The voted best advert of all time is the Guiness advert 'Horses and Surfers'.

Task 2 & 3

My favourite advert of all time is the Evian Roller Skating Babies advert.

1. The EvianBabies advert has an unrealistic form for the narrative as it is pretty much impossible for a group of babies to actually do breakdancing in rollerskates. The style of the advert is intended to be humourous and memorable. Typical codes and conventions of this film are the camera angles are mostly low angle and tracking shots, following the babies as they skate and it gives us close ups of their happy and cool facial expressions. The lighting is all bright and the colours focused on are white which suggests purity. SFX (computer graphics) generated in the advert is of a large proportion, the babies themselves are greenscreened into the advert, using SFX to give them the ability to dance and skate. The babies are the centre of the advert, we are positioned to focus on their facial reactions and what they are doing. The things they are doing are related with fun, excitement and joy, making the product itself, the water, seem more desireable as the babies drink Evian water and then dance and skate. The USP of Evian water shown in the advert is that it has the potential to make you happier and more lively, as is represented in the babies dancing after drinking some. No regulations or authority logos such as OFCOM are shown in the advert itself.

2. Reebok Classics Presents: Reethym of Lite featuring Swizz Beatz (:60)

Form:Anti Realist narrative,Animation
Style:Dramatic
Codes and conventions:Mid shots,Wide angles,Close ups,Neon lighting,Strobes,Vibrant flashes.
Computer Graphics:Shattering glass box,Teleporting
Techniques:celebrity endorsement.
Charecteristics of products or services:Brand identity
Regulation:
Voice over:
Dubbing :
Jingles :
Music tracks: International Party "Siwzz Beats"
Special sound FX:

3. Foot locker Nike Air Max 90 Advert "I am The Rules"

Form:Anti Realist

Style:Dramatic

Codes and conventions:Neon,Flasing,Rapid edits,Royalty free music.

Computer Graphics:Animation

Techniques:Self perception,social position

Charecteristics of products or services:Brand identity

Regulation:

Voice over:

Dubbing:

Jingles:

Music tracks:"Peter Fox"
Special sound FX: Rushes of air, Timpani Drum pound.

4. Move to the beat of London 2012 commercial - 2 minutes

From:Realist narrative
Style:Dramatic
Codes and convetions:Artifical lighting
Computer Graphics:Fireworks,LED Screen.
Techniques:Celebrity endorsement, Hidden and Overt advert
Charecteristics of products or services:Brand idenity,unique selling proposition.
Regulation:
Voice over:"Move to the Beat"
Dubbing:
Jingles:Coca Cola
Music tracks:Mark Ronson,Katy B
Special sound FX:Athletes.

Task 4

The effect of advertisement on society is that we as the consumers are in 'need' of all these new fancy products. We need the latest fashion, we need to drink the latest energy drink and we need the latest gadgets.
These are the impacts that we are given as we listen/watch adverts, they attempt to tempt us into buying their products. If it’s a new hair product, they’ll boast how ‘alive’ your hair will look and feel, and that everyone will be in awe of your hair. Advertising using techniques to seduce you, humour you, befriend you and impress you all to achieve your desire of that particular product.
Adverts will always attempt to convince you that the latest version of this product or newest product is better than those previous to it, for example a Nikon advert may say that their newest camera is far better than any of the ones before it, that it has better quality and more features, telling you that you can’t take amazing photos without it.
Adverts will often try to create a memorable feature within the advert, something that will make you want to tell people about it – “have you seen that advert for the chocolate bar?”, word of mouth is a powerful way for adverts to market. A very popular advert would be the Phil Collins ‘Gorilla Drummer’ Cadburys advert, literally a gorilla on the drums. Being unique and humorous it makes audiences remember the advert and want to share it with other people.
Adverts can also make the viewer want to feel sympathetic or guilty, such as causes asking for donations like the RSPCA, they show abandoned animals looking sad and alone, saying that situations like this will continue to happen if we do not donate a small amount every so often (usually per month), and then continue to show happy lives that animals lead in care of the RSPCA.
Fast food adverts such as McDonalds adverts are targeted mostly towards children, marketing their playrooms, happy meals, birthday specials and new toys. They use fun characters such as Ronald McDonald and The Hamburglar. However since people started noticing how unhealthy their food actually is they’ve introduced new products such as their salads (however still atrociously unhealthy) and started to market to more mature viewers, promoting their new food in a more mature but still fun manner.
Adverts still try to capture that memorable catchphrase, for example McDonalds has “I’m lovin’ it”, Nike has “Just do it” and Xbox has “Jump in”. These catchphrases make the products and the companies themselves memorable, making us more familiar with them and products from them in the future.

Learning Outcome 3

Rough Edit 1:

This edit of the advert has no soundtrack just yet as my co-worker hasn't finished producing it, however it will be added in a future final post. The editing in this version isn't as snappy and the lighting is poor, along with the dialogue being originally bad quality.

Rough edit 2:

This version of the advert is finished apart from the exception of a lack of soundtrack, which is the last element to be added.

Sound and materials list:

For sound throughout my advert I will have a soundtrack made by a co-worker to subtle specifications of my choice. For the dialogue within my advert I will remove any on the initial video recording and dub over a better quality recording of the dialogue then lip-synch it later on in the editing process. The only SFX used within my advert will be the iconic sound of the 'flashy thing' from the Men In Black films which I shall use at the end.

Risk assessment:

Shooting script:

The advert will start with an alien trying to break into Ryan's locker to get the shoes, making gargling, inhuman noises. The next shot will be of Zac and Ryan walking towards the camera in a two shot, echo-like footsteps through a hallway as they walk. The following shot has the alien and the agents staring off at each other, no SFX in these shot. The shot that follows consists of the agents walking up to the alien and slapping it with it's own hands, then actioning it to leave. The next shot has the first bit of dialogue with Zac saying "are you sure you want to do this?" with Ryan replying "it's the only hope" as Ryan takes out the shoes from his locker. The shot fades out then fades back in with a close up of the shoes from a high angle, followed by a two shot of Zac and Ryan with Ryan delivering the 'difference' quote from Men in Black. The final shot of this sequence is of Zac and Ryan walking off down a corridor to a door and attempting to open it but failing at first, followed by Zac hitting into it. The shot fades out then after a brief pause it fades back in to reveal the two agents stood in a two shot mid shot giving the "Best kept secret" speech quote, followed by a final shot of same style but with our own twist on the words for humorous effect. finishing with the infamous 'flashy thing'.

Storyboards:

Location List:

Learning Outcome 2

Idea 1: Men In Black Style

Alien trying to break into a locker, Zac and Ryan run in and kill the alien, Ryan opens up the locker and takes out a shoebox, Zac says "Are we really going through with this?", Ryan looks at Zac and says "It has to be done, the world is at stake". Ryan opens up the shoebox and a golden glow comes from the box, Zac and Ryan nod agreeingly at one another. Next shot is of Ryan looking happy wearing the shoes and Zac nodding approvingly, all in a cool way, Ryan says "You know what the difference is between you and me? I make this look good!". Next scene is a slow-mo walk up to the camera and using the 'flashy thing', dip to white flash and then a black screen, the text comes up saying "you need the right footwear when saving the universe". Final scene after a 3-4 second pause, mid shot of Zac and Ryan looking at the camera, Zac says "We are the best kept secret in the galaxy. We monitor, licence and police all alien activity on the Earth. We're your first, last, and only line of defense. We live in secret, we exist in shadow." and Ryan says "And we wear nice shoes.".

Men In Black trailer:

Required props and costumes: 2 black suits, 2 black sunglasses, flashy devices, shoebox, shoes, futuristic toy gun.

Idea 2: Indiana Jones Style

Indiana Jones running through a temple stealing a pair of trainers and escaping a following boulder.

Indiana Jones trailer:

Idea 3: Skyrim Live Action Trailer Style

The hero walking in through town, everyone running away from the dragon and the hero just walking up to the dragon, instead of leaving it at the two shot of Dovahkiin (the hero) and the dragon, go from that and pan down to his shoes - a fancy pair of boots.

Skyrim Live Action trailer:

Chosen Idea: Men In Black style - 'Men In Clarks'

Target Audience:

My target audience falls under a mix of C1 and B audiences, research into the Men In Black films and shoe adverts shows that C1 and B audiences are the most targeted audience for these productions. I will follow these typical audiences and present a shoe advert with the humor and style from the Men In Black films.

Advertising Agency:

http://www.guerillavision.com/:Guerillavision is a creative advertising agency specialising in TV Commercials, Trailers, Show Reels and Events

http://www.thinkbox.tv/: Thinkbox is the marketing body for commercial TV in the UK, in all its forms. Its shareholders are Channel 4, ITV, Sky Media, Turner Media Innovations and UKTV, who together represent over 90 per cent of the commercial TV market in the UK through their owned and partner channels. Thinkbox works with the marketing community with a single ambition: to help advertisers get the best out of today's TV. Thinkbox was launched in February 2005.

TV today has more to offer advertisers than ever before, not least because this growing medium remains at the heart of popular culture and advertising effectiveness. From understanding how audiences engage with TV advertising, explaining innovative and affordable solutions, to providing the rigorous proof of effectiveness that advertisers need, Thinkbox is here to help customers meet their marketing objectives.

For my advert Men In Clarks, I will be using GuerillaVision as my agency for advertisement, their specialise in creative productions, and I believe Men In Clarks would be suitable for them. My advert will air on Comedy Central and SyFy Channel at 12pm, 3pm, 6pm and 8pm between Two and a Half Men and Scrubs on Comedy Central and between Smallville and Buffy the Vampire Slayer.

Learning Outcome 4

Evaluation of 'Men In Clarks'

My advert 'Men In Clarks' is a spoof of the Men In Black films, I've used it to play on the popular franchise's humour and style. Having an anti-realistic and stand alone narrative, I made the whole production flow with the elements of the Men In Black films.

In terms of style, my advert is humorous, parodic and dramatic, and this was confirmed from the feedback given by my audience.

The codes and conventions of my advert consist of stereotypical shots and iconography of the spoof. The shots stay close to the action, the elements within the advert that relate to Men In Black are prominent from the suits, the alien, dialogue and actions. However, the lighting within my advert could've been better at certain parts, particularly in the beginning; although I did try to use this to my advantage by increasing the exposure after my first showing - as to show the agents to be coming from the light. Similarly to this, my sound in the advert will need to be redone using an H2 ZOOM for the clearest and most responsive result; this is because at times the sounds, such as the locker shutting, spikes to high and hurts the ears, and with the dialogue, it is far too quiet and unclear on the recording. The imaging of the video itself is of decent quality but not fantastic quality, so in the editing process I have attempted to sharpen it with various effects. The only SFX used within my advert is the increase of exposure on lighting behind the agents.

Techniques used for my advert consist of the spoofing of the Men In Black films and putting the audience in a position as if the agents are talking directly to them.

The characteristics of the product sale within this advert, the USP, is the association with the big franchise of Men In Black, making the audience feel as though if they were to buy these shoes, they would feel like a secret agent themselves.

Within my advert I have chosen that some of the sound within the actual footage is too loud so I have resorted to editing them down with exponential fades, also the dialogue for the entire original footage was of awful quality so I went with my actor to a quiet room with a H2 ZOOM and re-recorded the dialogue then dubbed it over and synched it with the lip movement on screen in the editing process.

The lighting within my advert at some parts isn’t as perfect as I would of originally hoped for so in the editing process I went into video effects and added more exposure onto some parts, then changed the contrast on other clips, altering each of these key parts allowed me to give a better visual representation of each shot and it’s contents.

The editing within my advert for a ‘snappy’ sensation to viewers has been done as effectively as I can do it with my taken footage, I have used other elements such as lighting and sound to give it a more responsive feel and look the end product.