Advert after first Editing session:

This is my advert after the first editing session, and at its present construction within the editing and filming stages there are many changes to be made. However by uploading it I am able to see it all together and from a different viewpoint which is very significant in the development of my advert.  This was also part of the development in my feedback as it is always a good idea to look at how your advert has evolved and developed. 

22/23 Editing Session:

Editing Session

From my editing session on the 22nd and 23rd, I have deleted the footage that wouldn't be useable, because the framing of the shots wasn't right.  I have also uploaded the footage to premier pro and I had 10 mins worth of footage which I have cut, editing down and compressed to 3mins worth of shots.

I have compressed time in some of my shots; this was my initial idea, to speed the footage down and have the changes of the actor gradually happening therefore it would include the whole narrative idea and be visually interesting of the audience. However from this editing I am also going to slow some of the footage down, as this will place emphasis on certain key points of information and certain parts of the advert for example the end with the flag.  

From my first editing session I feel it went very well as I have cut down a lot of the footage and now have a clear target, to cut certain unimportant shots out and compress certain parts of the footage along with experimenting with sped up footage adding another dimension to the advert itself.  

Actor Shots:

Theses are my Actor Shots which identify the actor I will be using, these are with the correct mis-en-scene and props that he will be wearing and attaining in the advert.  

25/11 Filming Session:

As my first filming session was void, I had to film again.  This actually proved to be a positive as I now knew what I what to achieve and how to do it. From my first filming session I noted that I turned the camera 90 degree to attain the whole body in the footage however when editing this in premier pro it didn’t look right and therefore I had to we film.  Instead of turning the camera 90 degrees to kept in landscape and moved in further this way I was able to attain most of the body just not the feet. Overall the frames were a lot better quality and I preferred the shot distance when editing the footage.

Also another change I made to the studio background was instead of having the festival edited images projected on the wall in some shots I had it varying throughout the advert. This has made the advert more visually attractive and added meaning to the advert right from the start. In terms of the promotion of the event I wanted the advert name throughout the advert and not only at the last shot; this is something I have subverted as most adverts have the brand name at the end only. However on each of my projected images I have the brand name hidden amongst the context on the image, always bring it back to ‘Imagine Fest’.  
I have started editing the footage, and have 10 mins worth of footage so I will have a lot of varied shots to work with and can take the best elements of my filming and edit it down.

Location Shots:

Theses are my location shots, the advert is filmed within my living room, I wanted a white canvas to work with and this is why I decided to work in the here as we have white walls. The floor is not in the frames. In theses pictures, you can see the picture of the crowd which the actor will be amongst by the end of the 30 second ad, amongst 'Imagine Fest.'  Also as development in my second time filming I was only using the projected images in certain frames however now I have decided to have the varying images running through the whole advert as it adds depth and meaning.

Here are the Location shots:

Additionally on each of the backgrounds it says the name of the brand I am promoting 'Imagine Fest.'  I felt this was a good way in which to promote and advertise the brand before the end of the advert, therefore people already no what I am advertsing.

Elevator Pitch:

This is my Elevator Pitch it helped me understand and indentify my brand and the event service that the promoting and pitching. This is my idea and concept in a nut shell.

19/11 - 20/11 Filming session:

This was my first real filming session of the advert, and from my practice session last week I felt I was ready to start filming.  When working from my storyboard I noted that I wanted the entire actor within the frame. This was a challenge as my conceptual ideas were very difficult to reproduce on the camera. Therefore to make it work I turned the camera 90 degrees so I would attain the entire actor within the frame. This is something I haven’t done before however I felt it was the right device to use as this it prevented the problem.   The filming went well as I was working from my shot list and the storyboard so I could refer to that for the varying shots and concepts that were happing in them as assistance. 

However once I had filmed, and was within the editing stages of my development, a problem had arisen. From turning the camera 90 degrees to attain the actor’s whole body within the frame, I had lost the depth and the quality in the shots when turned back in premier pro. This is something I had not thought about then filming it and it became a real problem, once as such that meant I had to film the advert again.

From this filming and editing session I note I cannot fit the whole body of the actor within the frames in my festival adverts, instead I will be re-filming and having a frame from waist up only. This is something I will have to work with when filming and I will evaluate the process.

This is the footage (first shots) when it isn't turned around, this is the footage I will not be using due to the framing and shot angle:

12/11 Practice Filming:

On the 12th I practiced filming my advert; this allowed me to understand the positive and negatives of my concept.  From my practice footage I understood how fundamental it was for the tripod and the camera to stay static when filming therefore creating good quality shots and to see whether it is technically viable.

The practice filming also allowed me to re-evaluate and refresh my memory of how to use the equipment. This is something I struggled with in AS however from my practice footage I can see that I have improved since AS and now have an improved ability to use the equipment and the editing software. 

From this practice run it highlighted how the studio needed to be set up, I am having a developing picture of a crowd growing in the back ground.  By the end the actor will be amongst the crowd and therefore within the Event ‘Imagine Fest’.  I had the conceptual ideas but really needed to see how it would look on the film; this was achieved on the 12^th when I was practicing the shots and the framing of the actors.

Overall this shooting practice allowed me to achieve the skills and put my ideas into practical work on the camera, the next time I film will be for the real thing.

Shooting Schedule:

This is my shooting schedule; I have started filming however it was mainly a practice shoot so I could identify the areas I needed to work on or change elements of advert. It also gave me the chance to refresh using the equipment ad how I would frame my shots within the studio that I am using. 

Saturday 12th November- Filming (Practice) DONE

Saturday 19th-Sunday 20th Filming

Friday 25th- Filming

This list will become longer once I have started filming as then I will have obtained how long it will take and how many mins of footage I will need for my advert. This is the basic line up in the next weeks- I will highligh the dates once they have been done.

Storyboard:

From my recent planning and development, in terms of the shot list and notes, I feel I am now ready to make my storyboard and film my advert.  From my planning I have found adverts which I really personally feel is well thought out and presented, researched relevant advert and influential directors. This is my storyboard. 

 Animatic:

This is my Animatic however over the course of the development of my advert there may be changes to certain elements, when I start filming and editing but this will become clearer to me as I start the practical parts of my coursework. 

Branding Extended: Brand Names

In terms of the naming of my service, A key convention that I noted of Music festival brand names was that they were based on the location of the festivals such as Reading, Leeds and Glastonbury as they are iconic festivals which are well known in Britain. 

However less well know medium sized festivals within the indie music scene, are usuallly named with specfic personal themes of the brand image, for example the Green man Festival as the brand is image is based around the colour green and what it symbolizes. 

Therefore I have come up with my own brand image, as it is a medium sized indie festival, I have decided to name it with the specific brand theme. the slogan for the festival will be "Release the child in you" along with the title "Imagine Fest," the brand is therefore intrinsically linked making a memorable brand image.

Shot List:

This is the shot list, this is what will be present in each individual shot, and as the camera is static it will be the same shot different throughout- long shot. I have therefore stated the gradual changes that will be happening on the actor within the advert.

This will help me when I am filming along with my storyboard, as I will have a guide to work from and I now I have a clear idea of the adverts structure.

Notes- ideas before Storyboarding:

These are some breif notes I made to get down my advert ideas on paper before storyboarding. This has helped me understand how I will lay out my advert and this has been significant in  visualising it.

I will now need to think of my storyboard layout and how many shots I will need to include, I have researched into another advert, which is 40 seconds in live action footage and this included 20-30 shots. I will need to think about this as I create my storyboard. 

Advertising Directors:

I have looked at advertising directors from different advertising agency and one that I came across was VCCP's team of professionals who create some amazing adverts, for a varied category of brands.  A creative director that I have looked into is Mark Orbine, Mark has won creative team of the year at Cannes early in his career whilst at Ogilvy and has taken his winning ways and used them on our Award winning work for the COI. Mark oversees all COI briefs and has produced fantastic work for the Home Office Anti-drinking campaign and the Department of Health's Units work.

This is a an example of his work that I particularly liked, the Home Office Anti-drinking campaign that was released in 2008, I really like the concept behind it and the symbolic and metaphorical references to drinking and how this effects the body physically. 


In my own advert I will use similar metaphorical concept, as i feel it is really iconic and fresh and new within advertising. 

Branding of my product:

When doing my research, I highlighted how important the branding is for the specific product or service;

'The two most important facts about an advertising campaign are the brand itself – that is, the product or service being advertised – and its potential purchasers, its target market. Today the two are seen to be symbiotic: the brand and its target market are inextricably entwined.' I have researched and planned the target market of my advert therefore the next step would be the branding of the service I am advertising.

To understand how I am going to brand my product I will look at the different ways in which music festivals are branded. I have previously looked at pop-ups for music festival such as 'Loaded Festival' and a 'The Bread and Roses Festival' in Clapham , I looked at the key conventions that are placed in this form of adverts. Following this I also looked at music festival adverts and the differing and similar branding that is used to advertise and promote the service. 

Target Market of My advert:

• From my research I now understand the importance of having a specific target market and how this effects both the brand image and the promotion and marketing of the product. In terms of advertising I will need to have a strong brand image with a specific target audience as it effects the concept of consumption. This is whether my adverts will be shown on mainstream TV such as ITV or channel 4 or niche appeal for example E4. 

• The target market of my advert will be the 16-24 age group as this is the highest demographics that go to music festivals. Instead of focusing on the service as this has already got a clear age group, I am going to focus on the interests, hobbies and ideology of beyond age and gender.  These aspects of my advert will be highlighted in the soundtrack playing in the background of the advert, the mise-en-scene and the location of the advert. The music festival will be promoted as mainly indie music, this is highlighted in the choice of song I have attained for my advert.  

• Concept of consumption: In terms of concept of consumption, I feel I will have to show my advert on niche TV sites such as E4,  as this TV channel is mainly aimed at the lucrative 15–35 age group which is perfect, for targeting my specific age group. Another idea I had would be to show the advert on relevant music channels such as NME music channel, as this would be targetingt the right audience who enjoy this type of music.
• Alternatively my advert could be shown on more mainstream channels such as ITV or Channel 4,  however this would aim my service at a wider variety of people and open up the event to the masses. However this would only occur if the advert was promoted in this way whereas my advert will be promoted to a specific group of people therefore that would not be a significant problem.

• Overall I feel that it would best and most suitable to advertise on a niche site such as E4 or relevant music channel sites as it would promote the brands to the most suitable audeince.  

Possible Song Choice:

COOLRUNNINGS - Brunettes by DRACULA HORSE

This is an artist that I had found on a royalty free site, and then embedded  it from SoundCloud. I feel this song would be to great to play along in the background of my advert as it is up-beat and has a festival feel.  Also this is the type of song I feel will be 

appropriate for my advert and the genre of music I am targeting for my festival and the target market I am aiming my advert at. 

Analysis of Music Festival Poster:

For further information and research into music festivals and how advertisers promote their services I am going to analyse this Poster for a Day festival in London. The reason for doing this is because I feel this poster could easily be translated in a web pop-up. 

Colours: Bright, hippie use of colours, work in sync with one another. The colours are indexically for summer as the bright hues connote sun and therefore enjoyment.

Typography: The text stands out in white surround by the coloured background, your eyes naturally are drawn to the text.  This is an important element of the advert as the text is the most significant part 

Images: The use of the images blurring and merging together make it more visually attractive along with the composition of the images together. This make the presentation flawless and sophistication  in its appeal. 

Analysis of Music Festival Advert:

·         Use of close up, cuts of mid shots, cuts to a variety of different people in the same locations, with different variations. 

·         Pace of the music builds the advert along with the pace of editing.

·         Use of slowing down footage- slow motion allows the viewer to foresee every element in a variety of different angles and shots. This is an interesting element of the advert and I feel it brings an originality and a fresh, new vibe, selling the service. 

·         All the shots are linked by the floating objects- flowing into one another, this the cut transitions smooth and work in unit.

·         Fade transition used to allow two individual shots to come together into one indexically implying the connections the artists have together.

Analysis of Music Festivals Advert:

·         Pace of the editing fits which the electronic choice of music- fit well together, making the advert both visually and orally attractive.

·         Fast pace straight cuts into different views of the blacked out studio.

·         Use of zoom to focus on specific areas of the tents iconic of festivals.

·         Interspersed with text made from the same lighting featured in the advert.

·         Close ups, mid shots and long shots of the dancers surrounded amongst the neon lights, indexically resembles the bright lights and fireworks at festivals. This makes the advert visually attractive to intrude.

·         Editing cuts picks up in places, very quick editing- intrinsically linked with the music pace.

·         All the element of the advert come together at the end- fade outs into blackness and sharp transitions to view the end text Channel 4, which is the most significant element of the advertisement.  

Analysis of Music Festival Pop-Up:

 As I have decided I will be doing an Advert of a Music Festival,  by analysing a music festival pop-up this will allow me to understand the key conventions of how music festival advertisers promote and market their festivals to certain age groups.

Key Conventions:

Colours: Bright, Pastel Bold colours. Enhancing the viewer’s attention and intriguing them to read more or press on the link to forward them to the site. The colours indexically implies a friendly, warm welcoming feel connoting what the atmosphere will be like at the festival.

Typography: Child like, causal and unsophisticated denoting that the festival is not only for young people but for all the family.

Images: The talking pineapple again reinforces the immaturity and unsophistication of the festival and the causal blasé feel to the pop-up connoting that Festival is for all ages and the that the festival is free.

Trial Stop Frame Shots and Animation :

These are the three of the individual shots from the stop frame advert which I will post when edited, I found the Stop Frame Practice very informative as I wanted to see how difficult it would be to make a good quality stop frame. It also refreshed my memory when using Premier as editing software with photos it very different that with live footage.

It also allowed me to understand the different choices of production that I have when deciding how I want to show my advert and the different elements of each production.


This is my Practice Stop Frame that I did if I was to do it again I would try and extend it and brainstorm and storyboard in more depth. Overall as my first trial stop frame I am positive about the  production and enjoyed the process. The question now is whether I want my advert to be a stop frame animation. 

Coursework Reflection Presentation:

As part of my progression, I did a presentation on My Coursework Reflection and progression so far in terms of the Research stages of my Coursework. I reflected on what I had done so far and the areas which I had researched into for example the nature and purpose of Advertising itself which led me onto Branding and Target Market.  I looked at my organisation skills and the task list I regularly do to keep me on track. I also focused on Skill Development- how my Analysis has really developed since AS.

Coursework reflection

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Futhermore I looked at the Challenges Faced/Overcome and What next in terms of my Planning stages of my Coursework. This has allowed me to understand how I can improve and move forward in the Planning stages of my coursework.

Practice Shots: Close Up

Practice Shots: Long Shot Pan

Long shot Pan. 

Practice Shots: Mid Shot Pan

This  is the practice mid-shot, I feel this is of high quality as it is steady and well angled. 

Practice Shots: Soft Focus

This is the practice soft focus that we did, next time we must check that the footage will be in focus before filming. 

Practice Shots: Practice Zoom

This is a practice zoom that we did while on location, A challenge that we faced was keeping the zoom smooth and at a steady pace. Also a problem that occurred in this footage was keeping it in focus. I used the nikon D5000 to do this filming and I have found it very productive and helpful using a different camera, to get a wider source of knowledge with this camera. 

Practice Shots: Panning

I did some practice shots to refresh my memory on the different techniques and equiment. Theses include pans, mid shots, long shots, zoom ins and soft focus shots, is has allowed to gage how well my technical ability has improved along with my editing skills. I feel postive about the shots and the use of the equiment and feel as though my ability has vasly improved since AS. 
This is the first pan we did .

This is the second pan we did which is of better quality as the camera is more steady and smooth.

Research Summary and Planning- What Next Brainstorm:

This list indicates all the areas which I will need to cover during the planning stages of my coursework, and the possible categories I could advertise within. I will start my planning stages by trying a simple stop frame animation and practice shots, this will help me when viewing my technical ability and editing ability, and whether I want to do a stop frame for my advert. 

Research Summary:

As I have now finished my research, I feel I have gained relevant information into the Advertising sector and the many ways in which advertisers promote and market their products and services to the public. My research into the nature and purpose of advertising has highlighted how significant advertising is and that it is still and even more so relevant within the modern world of today’s society.  An important element of my research was branding and target market, I now have the knowledge of how imperative it is to have a brand behind my service or product and to be targeting my specific market.

Over the past weeks throughout my research I have brainstorming the possibilities of what I want to advertise and the original ways in which I can do so, by analysing different adverts products from various industries I have targeted what I want to advertise. I will be advertising a Music Festival, I feel this is will allow my creatively to run feel and I already have ideas in how I want to produce my advert. In terms of my next step I will be looking at my specific target market and how to promote and market this service to them.

Radio Adverts Article:

When researching on the Media Magazine website, I found an article on How to make radio ads- By Clive Edwards. I thought is would be a significant help as it is on part of my brief if I decide to make a radio advert rather than a web-up. 


Radio: an imaginary world
If you are writing a radio ad, you have a licence to imagine, and to get your listeners to imagine …, well …, anything you like, and anywhere you like. Barbados, France, the countryside, a busy street, the moon, a swamp …
What you will need to make a Radio Advert:
• the voices
• the script
• a PC
• a microphone
• the sound effects CD that you can get from any music store
• and a software package like Cakewalk, Cool edit pro, Cubase.

Edward's also states the important element of a radio ad is the:  Call to Action.  He states that you shouldn't just tell them about what you’re selling. Get the listener to do something. An action. Like ‘call us now on …’ or ‘look up our website on …’ or ‘visit us today at …’ 

Edward's also highlights the significance the script:   Clients pay for advertising time in 10 second bursts. Radio ads are usually 30 seconds or 40 seconds long – and you can’t fit much into 40 seconds. One of mine once said that prose is ‘words in the best order’; poetry is ‘the best words in the best order’.  Therefore the script is of high importance and must promote the product in the most suitable way to suit its specific target audience.

Task List:

Research Pop-up- similarities and differences between Radio ad and Pop-ups .


Research Radio adverts.


Find out what product or service I want to advertise.


Target questionnaire- once I have decided what I want to advertise I must record a target market questionnaire with the relevant information I will need to know. 


Filming- try out some relevant shots and camera techniques.  Edit and evaluate the process. 

Media Magazine Article:

As part of my research I wanted to find relevant information from significant figures in the Media Studies Course, I have researched into the Media Magazine website archive and found some applicable articles which will help me with my advertising coursework.  

Here’s what I learnt from the Article on Charity Ads by Gavin Luhrs who teaches Media and Film Studies. 

Moderators like to see evidence of purposeful research which methodically investigates existing practice. Also, any research you do into your chosen advert should be properly annotated and referenced.  Luhrs suggests that all the research should be relevant to my brief and individual coursework, it should be of high quality annotated, noted why this is important, keeping me up to date and on task.  

You should use your research to establish the forms and conventions, this is something I have previously done, by studying individual adverts however now I will need to be more specific and find the key codes and conventions for the product or service I want to advertise and how advertising companies do this.  

A good test of your adverts is to ask your target audience to identify what it is you expect them to do as a result of seeing your advert and whether they would be interested in buying the product or service. Once I have determined what product and service I am going to advertise I am going to produce a questionnaire to specify what the target audience expect from the advert.  

Although this was targeted at Charity Ads I still feel it was of great importance in my research. In terms of my research this has helped me as I now have a clear and structured plan of what is needed in my research stages of my Coursework.

Pop-up Adverts:

When viewing my brief again as part of my planning I noted that I must research into the different options I have. I have researched into radio adverts however there is the intended option to doing a web pop-up instead. This is the research I conducted in order to view the difference and the pros and cons of doing a pop-up. 

 Pop-up ads or pop-ups are a form of online advertising on the internet intended to attract web traffic or capture email addresses. Pop-ups are generally new web browser windows to display advertisements, whereby the viewer is made to look at the advert to exit it from their web browser.  The pop-up window containing an advertisement is usually generated by JavaScript, but can be generated by other means as well. I will need to look further into Java Script if I want to create a web pop- up. 

TV Adverts:

From this written research I have conducted on TV Adverts, I now have a widely knowledge on the positives and negatives of TV adverts and how significant it is for brands to target their specific audiences. It also allows you to reach many different ranges of people and develop a strong brand image, which is vitally needed to sell your product or service. 

I have also looked at some stop frame animation adverts and wanted to further my research on this form of advertising.   I found out how popular they were becoming with advert agencies and the extended creative freedom and manipulation of the subject matter can gain rather than shooting in live film.

Radio Advertisement:

Commercial radio stations make most of their revenue selling “airtime” to advertisers.  Radio advertisements or “spots” are available when a business or service provides valuable consideration, usually cash, in exchange for the station airing their spot or mentioning them on air, therefore directly connecting their brand to their specific radio station.  
They have a broad range of choices when it comes to the type and length of radio commercial message they air. With changes in the radio industry and better production technologies, the mode of commercial presentation has changed, and commercial advertisements can take on a wide range of forms. The two primary types of radio ads are “live reads” and produced “spots”.


‘Live reads’ refers to when a DJ reads an advertiser’s spot on the air, delivered from a fact sheet or from personal knowledge.  It can also refer to when the DJ “endorses” the advertiser’s goods or services. The Radio Advertising Bureau defines an endorsement as: “A commercial in which the…program personality personally recommends an advertiser's product or service, often done live during the program.” Produced spots appear to be more common.


A spot is ‘produced’ if the radio station or an advertising agency creates it for the client. Produced commercial formats include: straight read with sound effects/music in the background, dialogue, voiced by two or more personalities, monologue (where the voice talent portrays a character, as opposed to an announcer), and jingles. Studies show that the quality of the commercials is as important to listeners, generally, as the number of ads they hear. This is the advert I would be producing if I made a radio advert instead of a web pop-up. I will need to work with sound and music, and creatively make the product message stand out.

Regulation of Advertising:

In order to monitor and control advertising a number of different regulatory bodies have been established. Many countries have an Advertising Standards Authority, whose job it is to listen to complaints from the public, and establish whether or not a particular ad or campaign should be withdrawn. In the UK the situation is complex, as each medium is governed by a different regulatory body:

·         Non-Broadcast Advertising is dealt with by the Advertising Standards Authority.

·         UK TV Advertising complaints are referred to the OfCom.

·         All advertising in the UK is subject to the Committee of Advertising Practice's Code (known as the CAP Code) and also to the Code of the European Advertising Standards Alliance.

There are many rules and legislations which must be followed by an agency seeking to produce a campaign. There are extremely strict rules regarding the advertising of tobacco (banned), alcohol (going that way), medicines/medical services and products aimed specifically at children.

Committee of Advertising Practise: CAP Code

Misleading Advertising:

3.1 Marketing communications must not materially mislead or be likely to do so.

3.2 Obvious exaggerations (“puffery”) and claims that the average consumer who sees the marketing communication is unlikely to take literally are allowed provided they do not materially mislead.

3.3 Marketing communications must not mislead the consumer by omitting material

information. They must not mislead by hiding material information or presenting it in an unclear, unintelligible, ambiguous or untimely manner.

Harm Offence:

4.1 Marketing communications must not contain anything that is likely to cause serious or widespread offence. Particular care must be taken to avoid causing offence on the grounds of race, religion, gender, sexual orientation, disability or age. Compliance will be judged on the context, medium, audience, product and prevailing standards.

Marketing communications may be distasteful without necessarily breaching this rule. Marketers are urged to consider public sensitivities before using potentially offensive material.

Children:

5.1.1 Children must not be encouraged to enter strange places or talk to strangers

5.1.2 Children must not be shown in hazardous situations or behaving dangerously

Except to promote safety. Children must not be shown unattended in street

scenes unless they are old enough to take responsibility for their own safety.

Pedestrians and cyclists must be seen to observe the Highway Code

5.2.1 Children must not be made to feel inferior or unpopular for not buying the

advertised product.

Alcohol:

18.1 Marketing communications must be socially responsible and must contain nothing that is likely to lead people to adopt styles of drinking that are unwise. For example, they should not encourage excessive drinking. Care should be taken not to exploit the young, the immature or those who are mentally or socially vulnerable.

18.2 Marketing communications must not claim or imply that alcohol can enhance confidence

or popularity.

Tobacco:

21.1 Tobacco products may not be advertised to the public.

21.2 Marketing communications for rolling papers or filters must neither encourage people to start smoking nor encourage people who smoke to increase their consumption.