Final Evaluation:

Evaluation final

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Evaluation Draft:

Evaluation Draft:

In what ways does your media product use, develop or challenge forms and conventions of real media products?

The key codes and conventions used in TV advertising typically consist of the identification of the brand through the use of the logos and slogans, the restricted length of the adverts generically 30 seconds, Compression of Story Line and the differing categorises of adverts i.e. Mini-dramas, Spokesperson Presentation, Pitch Presentation, and Voice-Over ads.  I started by researching into a wide variety of adverts and sponsorship sequences. This enabled me to start to analyse the key codes and conventions of this medium, for example I analysed the stop frame TV commercial, advertising the Amazon Kindle, created by photographers Angela Kohler and Ithyle Griffiths.  The advert opened with a long shot of the product, the Kindle, denoting to the audience what the advert was promoting, in my research I noted how significant it was to have the product overtly present in the advert, a key convention in advertising. Moreover Kohler and Griffins had the music inextricably entwined with the mise-en-scene of the advert; the music became synonyms with the USP of the brand itself.  The logo and slogan was included in the end frames representing what the advert was promoting, a key conventions used in TV adverts.

I also analysed the moving image John Lewis advert, the advert opened with an establishing shot of a baby, embracing the audience and connoting the life span of the Brand 'John Lewis'. I noted from my research that the moving image usually connotes a symbolic meaning of the brand itself. The editing was intrinsically linked with the sound and the use of the music, as the music pace picked up the editing became quicker, graphic matches were also used through the advertisement. From this analysis I understood the significance of the amount of time you have to promote your product or service. Generically adverts only last 30 seconds therefore this highlighted another key convention I would need to follow in my production.

 I then specifically looked at music festival adverts, of example the Channel 4’s Wireless Festival advert; it became clear the specific conventions of music festival adverts were that the pace of the editing fitted with the choice of non-diegetic music which makes the advert both visually and vocally attractive. 

I adapted this convention in my own advertisements, by having the editing pace intrinsically link with my choice of indie music.  For my seconds 30 second advert I reversed the music to link with the meaning and concept of the specific advert, therefore the pace of editing was heavily based on my choice of music.  I also analysed the 4music advert this along with the Wireless Advert both used the Fade transitions to allow individuals shots to come together and fade into one indexically implying the connections the artists had together.  I adapted this particular convention in my own advertisements by having the alternative shots coming together.

How effective is the combination of your main and ancillary texts?

In order to create a successful radio advert I researched into existing radio adverts on YouTube and listened to relevant radio stations, such as XFM and NME radio stations to see how advertises target the particular target market I was promoting to. This highlighted some of the key conventions such as the use of jingles, music, and a clear vocal line.  I also used Media Magazine website to aid my research, as I found an article on How to make radio ads- By Clive Edwards.

A key convention very used through radio advertising is the use of clear vocals, I also learnt the significance of the script being synonymous with the music and brand; and that the use of sound effects should make the radio advert more interesting promoting the advert to the highest standard.  The most significant aspect I wanted to achieve with my ancillary texts and TV adverts was an element of synergy. I attained this by using the same indie music I used throughout my TV adverts; this displays a direct connection between both my radio advert and the TV advertisements.   Furthermore I also used the same actor for the voice over in both the TV adverts and the radio advert to achieve the child-like voice over indicative of the brands slogans.  The scripting of the radio advert reflected the concept of the TV adverts displaying a high level of synergy.

What have you learned from your audience feedback?

In terms of receiving feedback from my target audience I used Google Forms to create a questionnaire, when I had finished all my adverts along with my radio advert.  This enabled me to analyse responses from my target audience to determine their understanding of the concept.  The questions I featured covered many dimensions and therefore gave me the relevant information and resources to aid my feedback. I wanted to cover both the 30 seconds adverts and ancillary texts (my radio advert and the sponsorship sequences.) Therefore I have received feedback on both the individual texts and the overall brand as a whole.  I wanted the audience to be engaged in my advertisements from this question I received very positive feedback resulting in the audience enjoying the moving image adverts I produced. 

I asked the audience what specific elements of the adverts they enjoyed and engaged with the most, from the results I conducted the most appealing elements was the green screen backdrops.  This suggests how the audience enjoyed the changing backgrounds suiting the Generic festival backgrounds. The variety of Shots was the most common choice for the aspect to change; this is  The concept of my advert was very significant part of promoting the service, therefore from the results of question 3 I received very positive feedback resulting in the audience understanding the concept and meaning of the adverts. 

65% of people stated that they would be more likely to purchase an Imagine fest ticket having seen or heard the adverts and the remaining 30% said they would not be sure...  Furthermore I wanted to see whether my audience understood the synergy across both the TV adverts and the radio adverts, from the question Do you feel the brand concept is well established across the advertisements? (E.g. Sponsorship sequence and Radio Adverts), the public suggested that they did understand the brand image throughout both texts and the connection that was displayed through the same music and voiceover, identifying a high level of synergy.

 The variety of Shots was the most common choice for the aspect to change; this is something I agree on as it would have given the audience a more engaging moving picture to view. The next most common choice was more than one actor; this is something I could have gained by using a different actor in the second 30 seconds advert however I do feel it worked well with the same actor in both as increased the level of synergy.  Furthermore the same use of actors is a element that was reflected throughout the John Lewis commercials, whether they were 30 adverts or sponsorship sequences.

How did you use new media technologies in the construction and research, planning and evaluation stages?

Research and Planning Stages:
I used a number of research tools such as the internet which allowed me to access TV commercials through sites like YouTube and Google videos. I used YouTube.com to do relevant research into existing media products for free, such as John Lewis’s advertisements it also allowed me to embed the adverts into Blogger.com where I was recording all my progress.  I also used Google as a search engine, as this enabled me to find relevant sites in the Music festival industry as Reading Festival and independent sites to further my research stages.

I also used Media Magazine Websites to find articles on advertising, in particular Radio Adverts I used “How to make radio ads”- By Clive Edwards, which developed my research and aided the planning stages of my radio advert production.  I used Sound Cloud, which is a cloud based music service to find indie music royalty free. I could then embed the individual tracks into Blogger.

Construction Stages:

In the construction of my production I used several new media technologies; to video the footage these included the use of a HD camera, a higher resolution camera, which allowed me to attain high quality footage when filming, green screen technology. The Chroma key compositing is a special effects / post-production technique for compositing two images or videos streams together, used heavily in many fields to remove a background from the subject of a photo or video.

The Green Screen technology wasn’t a piece of technology I had ever used before in the construction of my production. When filming with the Green Screen I used both the green screen and the studio lights, this was the first time I had used this equipment so it was a very different experience and environment to film within, in comparison to shooting outdoors for my AS production.

I learnt that the studio lights, are the most important element when using the green screen to make sure there is no shadows in the shot, otherwise when dropping in the background image in the editing suite ‘Premier Pro CS5’  it would  not be as clear and in some cases not work, therefore this was a very significant aspect. I paced the studio lights at either end of the green screen without the diffuser on the bulbs to make sure maximum light was present and then was really to film with my HD camera.

As I was using the green screen technology in the construction stages of my production in the post-production stages I used Premier Pro CS5 similar to my use of the editing suit in AS. However this particular use of the editing suit was more complex and out of my skill set, therefore I used ‘YouTube’ to learn how to drop the images in the background of the footage, to understand how to do this I watched a quick tutorial on it.  

  Evaluation Stages:

My Evaluation stages has been an ongoing process as I have been able to broadcast my media to peers and members of public through social media sites such as Facebook and YouTube to keep up to date with relevant feedback. Furthermore in terms of my feedback I created a Questionnaire on Google Docs, this allowed me to see whether my target audience enjoyed and understood the concept of the advert. The questions I featured covered many dimensions and therefore gave me the relevant information and resources to aid my feedback and my evaluation.  Also once attaining the relevant feedback this use of new media technology, Google Docs, places all of the results into a spreadsheet and graphs which allowed me to understand my results in the simplest formats.

Radio Advert Final:

Final Adverts: Sponsorship Ads

Final Adverts: 30 Seconds Ads

Questionnaire: Target Audince Feedback

As I am coming towards the end of my coursework and the adverts are in the last stages. I have made a questionnaire on Google forms, which will allow me to see whether my target audience enjoyed and understood the concept of the advert.  The questions which I featured were as followed- 

Did you find the 30 second Adverts engaging?

What elements of the adverts did you find particularly appealing: 

Location (Backdrops) 

Moving Image

Props 

Music 

Voice over 

Does it deliver a clear concept and product message? 

Are you more likely to purchase an 'Imagine Fest' ticket after having seen or heard the adverts? 

Do you feel the brand concept is well established across the advertisements? (e.g. Sponsorship sequence and Radio Adverts)

What would you change to make the adverts more engaging? 

Any Additional comments you have? 

I feel theses questions cover many dimensions and therefore I will get the relevant information and resources back to aid my Evaluation. I wanted to cover both the 30 seconds adverts and ancillary texts ( my radio advert and the sponsorship sequences.) Therefore I will get feedback on both the individual texts and the overall brand as a whole.

This is the form embedded into Blogger, you can answer the questions by watching the final adverts above and then complete the Questionnaire:

New logo:

Following the feedback from my teacher and the research I did into Concept of Consumption, I have changed my logo so that it appears at the end of the advert and so there is a common repetition of the brand image in all the advertisements. 

Concept of Consumption:

One piece of feedback which I received was to include the channel and program I was sponsoring at the end of my sponsoring sequences.  The concept of consumption is a significant factor as my service needs to be promoted and advertised to the correct target market. This could be a mainstream channel i.e. Channel 4 with a broad target market to promote to, or a Niche channel such as E4 with a specific market of ages and specific ideologies.

The target market of my advert will be the 16-24 age groups 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 have focused on the interests, hobbies and ideology of beyond age and gender.  These aspects of the advert are highlighted in the soundtrack playing in the background of the advert, the mise-en-scene and the contemporary aspect of the advert. The music festival will be promoted as mainly indie music; this is highlighted in the choice of song I have attained as the soundtrack which plays behind the footage.

Therefore this target market will have to reflect the Concept the Consumption I chose, I could sponsor a channel with a niche appeal audience such as NME TV, as this promotes to a specific type and age of people, generally young and into indie/ rock music, hitting my target market.

However I feel this channel is too specific and I will need a more mainstream channel to sponsor, therefore I will be widening my audience I am promoting my service to. 

When looking back over my research I personally thought E4 was the best channel to sponsor however after going through the process of making the advertisements and the research and planning. I feel the most suitable channel would be T4 as this is aired on Saturday and Sunday, a typical time for the 16-24 market to be watching relevant shows. The slot is targeted at the 16-34 age groups, therefore widening my specific target market ages however still within suitable demographics. The programs that are played are relevant to music with a specific type and genre aired which is similar to the entertainment which will be shown at the service I am promoting. I feel this would be a suitable concept of consumption, promoting and advertising the service to the correct target market.



Feedback from Teacher- Further Improvements :

Theses were the improvments I will have to make to my 30 seconds adverts of how to further develop them, I will be making these changes gradually evaulating the process as I go.

30 Second Adverts Improvements:

Like the other sponsor sequences, Remove the lettering on the background image, isn’t consistent and is not needed.



Any further close up shots to add variety in the advert would increase the selection of the shots used, making it more visually attractive.

Remove the shots of the Indian scene from the advert entirely, as the first advert with revolve around music.

Again, similarly to the sponsorship adverts, the last shot should be the logo with the brand name and the slogan.

Positive feedback enjoyed this element of the 2^nd advert, with the repetition of the shot length.

Feedback from Teacher- Improvements:

From the teachers feedback there were positives and negatives to take away from the advice, and some of the advice I had noted myself as advice to further develop the advert.

10 Second Adverts Improvements:

Need to have a new shot after this of the Logo, rather than having the logo on this shot as it isn’t noticeable enough.

Also the Voiceover at the end will need to be louder over the music in the background.

Remove the lettering on the background image, isn’t consistent and is not needed.

Again have the same ending as the other sponsorship sequence, with the logo at the end as a recurring element of the brand identity.

Also states who the Advert sponsorship sequence is sponsoring at the end of the advert.

Radio Advert Draft 1:

This is my first draft of my Radio Advert, I have received very postive feedback from it, therefore there I only a small amount of changes that are needed, firstly the music and vocals will fade out at the end of the advert and I will have to make sure that the vocals are natural and clear by adding a few breaks in the voice over. 



Rough Cut of Adverts:

These are the first rough cut drafts of my adverts so far:

There are a few elements I will be changing:

The voice over in the 2^nd 30 second advert will need to be louder.

The Logo may need to be bigger and placed in a different frame so it is recognisably clear.

There will also be a voice over throughout both the 30 second adverts, running alongside the different frames.  

Imagine Festival Logo:

When making my advert I noted that I needed a logo which would intrinsically link to the message I was conveying in the Radio Advert and the commercials. Therefore I used this image of a hand print, like the backdrop of one of the green screen images used in my first 30 second advert. This reflects the slogan and brand image ‘Release the child in you.’ I edited the image and added the same text I have been using throughout the adverts.

Making of my Radio Advert:

My tutorial on Garage Band made it a lot easier to make my radio advert. I knew how the software worked and how to inert the different tracks. I started by adding in the voice over the main component of the radio Advert. I wanted to get across the main message and concept of the music festival in just the vocals therefore I used a child. This fitted with the key theme and slogan being ‘Release the child in you.’  

Before recording the vocals I had to write the script this would have to reflect an element of the brand image and entice the target market in, therefore it was a significant aspect of the radio Aspect. I started writing it by thinking of how the intensity could build in term of the voice over, like the music which will be playing in the background of all the adverts.  I used key elements which I thought would be enticing and allow the audience to play attention to the image I was building, for example ‘2,880 Minutes of pure adrenalin, heaps of bands, unlimited entertainment, Tons of DJs, great location.’

Once I had scripted and outlined the radio Advert I got the actor to record the voice over in, I recorded on the Mac, it was significantly important that the actor was static when saying the lines as otherwise the background noise would have of effected the quality. This is something I learnt and gathered while recording using the Mac on the practise session, which significantly helped my understanding of using Garage Band. Another problem which occurred was that the actor voice sounded noticeably more childlike in Female Voice, which is something I took away from the session.  I cut down the elements I didn’t like using the cut tool in the bottom bar, which was very precise.

I then added the background music by inserting it from my documents and placed it into the correct place to go through the advert, cutting it down where necessary. I also downloaded some sound effects to advance the quality of my radio advert, I inserted sound effects of crowds and people clapping in various points which I feel increases the pace and reflects the brand image. Overall I feel the radio Advert is of goo quality and the voice over is a reflection of my event; however I may cut down the advert and use a fade out on the end of the song and sound effects to make the quality of the advert flawless.

Radio Advert Script:

Before recording the vocals I had to write the script this would have to reflect an element of the brand image and entice the target market in, therefore it was a significant aspect of the radio Aspect. I started writing it by thinking of how the intensity could build in term of the voice over, like the music which will be playing in the background of all the adverts.  I used key elements which I thought would be enticing and allow the audience to play attention to the image I was building, for example ‘2,880 Minutes of pure adrenalin, heaps of bands, unlimited entertainment, Tons of DJs, great location.’

This is my Radio Advert Script I wanted the vocals to reflect the brand image and therefore entice the target audince.

2 Days
48 hours
2,880 Minutes of pure adrenalin, heaps of bands, unlimited entertainment, Tons of DJs, great location.
Imagine Fest!
60,000 people, you can be anything you want to be
Headlining: Florence and The Machine, Bombay Bicycle Club, Mumford and Sons
Experience things you’ve never done before
London Hyde Park
Saturday 2nd August- Sunday 3rd 2012
Imagine Fest, Release the Child in you

This scripting may be too long, from my research most radio adverts are 30 seconds therefore I may have to cut down the voice over, to decrease the time limit once I have done the Radio advert.

Radio Advert Research:

In order to make my radio advert, I have conducted some relevant research on radio Advertsing to help and guide me throughout the process.

In Radio Advertising there is 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 read refers to when a DJ reads an advertiser’s spot on the air, delivered from a script, fact sheet or personal knowledge

However I will be producing a Produced spots appear to be more common. A spot is ‘produced’ if the radio station or an advertising agency records it for the client. Produced commercial formats include: straight read with sound effects or background music, dialogue, monologue (where the voice talent portrays a character, as opposed to an announcer), jingles, and combinations of these. I will be producing my radio ad on Garage Band which I have had a tutorial on and practiced using the software. From my reserch the radio spots are 15 seconds to 30 seconds long, therefore I will be looking to do a 30 second spot of my brand.

Radio Advert Analysis: This is a very strong radio advert interms of its Voice over, Music and sound effects the positive elements are:

Clear Vocal the whole way through the advert.

The Script is synonymous with the music, along with the way the advert is read and conducted.

Sound effects at the end work with what the advert is promoting.

Clear, concise and humours script, To the point works well with the product that is being promoted.

Radio Analysis: I decided to look at this radio advert as it was for a Green Festival in America and felt it was relevant to want I am advertising.

Positive Aspects:

Clear Voice over the whole way throughout the advert.

The Music jingle worked well with the voice over.

Negative Aspects:

The scripting was not engaging, audiences would lose interest quickly.

Did not capture the service and a real need to go to the festival, highlighting a weakness in the advert.

10/02 Editing Sessions With Green Screen Footage:

In this editing session that followed my filming with the green screen I had to learn how to drop the images in the background of the footage. To understand how to do this I had a quick tutorial. 

In Premier Pro CS5, you simply add the footage into the video bar; you then use the video effects at the side of Premier Pro and use the effect keying- ultra key. By applying the ultra key it allows you to remove the green background and then drop in the image you have chosen and re-size them where needed. I have editing the images I am going to use, saturating some of the colours and adding text to some of the images; this intensifies and enhances the image quality and likeability. 

Once I had added in my background images resizing where needed I then sped up some of the footage and cut down elements of the shots to attain the best quality and features of the shots. This allowed the advert to stay under 30 seconds, which I found a challenge. The advert speed fits with the music rhythm and beat that I had chosen before filming and creating the advert. My next challenge is to make my next 30 second different so the two adverts aren't similar in there making and promotion techniques, however they will still have to be identifiable as a collective brand. This is what I will be moving onto next.

06/02 Filming Session: Green Screen

As a result of the advice I had gathered from my teacher today I filmed with the green screen and the studio lights, this was the first time I had used this equipment so it was a very different experience and environment to film within.

Firstly we set up the studio lights, the most important element when using the green screen is to make sure there is no shadows in the shot, otherwise when dropping in the background image in the editing suite it will not be as clear and in some cases not work, therefore this is the a very significant aspect. The studio lights where placed at either end of the green screen without the diffuser on the bulbs to make sure maximum light was present.

When setting up the camera I made sure it was central and that the green screen was the only object in the background of the shot. I then filmed the main shorts which where the actor putting/using his rucksack, the African head mask, the drum sticks, the banjo and the flag. Theses where the elements the element of my rough cut which I felt were the most engaging and had a connection which the concept behind the advert, Child’s imagination being reflected into the music fest hence the service title ‘Imagine Fest’ and the slogan ‘Release the child in you.’

Following the advice of my teacher and my own improvements I used a variety of shots starting with a mid-shot and using close-ups to further the quality of the advert.  I also featured the shots from a different angle to develop the advert technically.

Evaluating Work with teacher:

Today I evaluated my work with my teacher, there were both positives and negatives that we discussed and there are many improvements to be made.  The improvements to be made are as followed firstly the framing of the camera was not good enough, in terms of how the projected image was framed, the black areas at the sides of the shot were bad quality. This made the overall look of the shots bad quality and decreased the value of my Coursework, therefore this is an improvement that which will have to be made.

Furthermore the lack of variety in shot is an aspect of my adverts which will have to be changed, I will do this by changing the shots distance, starting with a mid-shot and then using close-ups and in some cases Extreme Close-ups, this will therefore add variety and depth of the piece.  Also, I personally feel the advert will need changes in angles; consequently I will be filming from various angles to add a range of shots and angles to my advert, increasing its quality.

A piece of advice from my teacher was to use the green screens instead of projecting the image in the background like I have done previously, then when editing the image of the festival background will be dropped in the background.  This will mean I need to film again and use the old advert as a Rough Cut rather than the finished project. I feel this is a good idea as it will enhance the image quality and as a result of this the advert will be of higher quality technically, making the audience engage with the product to the maximum level.

Things I need to do:

Re-film with Green Screen, using studio lights.

Use a Variety of shots and Use another angle to add depth and variety of the advertisment.

Use old advert as Rough Cut to guide me through the process of re-filming.

Radio Advert Session:

In this practise session we learnt about radio adverts and how to use Garage Band overall it gave me an idea about whether I felt radio adverts would work with my brand image and the service I am promoting.  There are three major components within radio advertising- Voice, sound effects and Musical jingles. Theses are the most signifcant elements of the radio adverts and I will have elements of these feature which correspond to my own brand image.

When on Garage Band there are two ways in which to record the voice over, one way is through a mp3 player  recorder and then upload the voice over to Garage Band. Another way is to record the voiceover directly on the mac book in the external microphone. A good tip is to use headphones when recording to make sure the input level is clear rather than distorted.  Another tip if recording on the MP3 player recorder  is to keep the recorder stable and static.

Instruction on Garage Band: Open Podcast

Select Female or male voice dependant on the actor

Record on Garage Band

The jingles are located at the bottom of Garge band and there are various sound effects which are free to use, furthermore there are various sites that i will be able to download more relevant sound clips and then they will be able to be directly transposed into Garage Band, which takes both WAV formats and mp3 files. Another optition to get extended sound effects is to record them myself and therfore I would have the specfic jingle.

To add my own music that I have used in my advertising sequences, you drag and drop the music into the Garage band bar to the various tracks. 

This will be helpful when making my radio advert, as I now understand how to use Garage Band and the way I want to promote my Brand on the radio with just sound, which will be a challenging element to overcome. 

3/01 Editing Session:

In this editing session I reviewed where I was in terms of my footage and how I was going to further the development of my advert.  Currently my footage in total amounts to three minutes however this will have to be cut down further to thirty seconds.  I have been cutting down the footage and the particular shots that I was unhappy with and felt the shot I left were unneeded in advert. 

In this session I also thought about the different effects I could use such as transitions to and from the different shots to make the transition smooth and flawless. This is an element that I will be focusing on in the next editing session.