Pre Production for Advert

Treatment 

The product i have chosen to advertise out of my three choices was the monster energy drink. I choose this one due to a number of reasons. Firstly my audience research was mixed and people went for all three, which didn't really help me on what one to choose but it did help me to know that all three of my ideas could work. The next thing that helped me to selected the idea was the SWAT analysis this a helpful way of side by side comparison of each advert and what the strengths and weaknesses were. I personally think the Monster advert had the best benefits out strengths out of the chosen ideas. 

Synopsis 

The storyline for my advert will involve 2 Actors who are going on a run together. One of them suddenly becomes out of breathe and has to stop to get his energy back. The 2nd runner gets a Monster Energy drink out of his backpack and hands it to the 1st runner who drinks it. He then suddenly takes off, with all his energy back he goes running while the 2nd runner struggles to keep up. At the end of the advert the running will hold up the drink to the camera and say the tag line. Ive chose this certain story line as i think it will advertise what the drink is well known for - Energy. Using a very popular activity such as running to advertise the drink i think will work well to show the energy the drink try to provide. 

Outline of script 

The script for my chosen advert will only be about one and a half pages long. This is due to the fact there is not going to be much dialogue in my advert. The reasons for this is because the advert is only 30 seconds long and only has a few lines of dialogue. The majority of the script will be actions and movements the characters are making through out the scene, The script will also include 'CUT TO:'s in which it will indicate to me where i will cut the recording.

Size and content 

The advert will run for approximately 30 seconds, this is the average advert length as they have a time limit in-between the programs advert break which they must get right. If you have a advert that is longer than this normally the audience will switch off and find it boring, therefore not selling the product well. The working title for my advert is The Caged Beast but this could change during production/post production.

Estimated cost of production 

The cost of this production will be approximately £2.00. This will be because the cost of the monster drink is £1.00 but we want to get two, just incase we loose one, or we need one for another shot. We won't be needing to pay for cameras or equipment as i am using my own camera and if i need equipment like microphones and can rent them from college for free. Also the actors i am using are friends of mine and not expecting to get paid for their work on the project. The other thing that is keeping the cost down is travel, the location i have chosen to shoot my advert is in walking distances of all the crew and cast involved in the production.

Contingency plan 

I have come up with a contingency plan incase of any incidents that may occur that could cause the production to stop. One of the problems that may come up with exterior location we are shooting in is the weather. If we stay out while it is raining it might ruin the equipment or damage it. As there is no indoor scenes in my advert we will just have to postpone the whole shoot until we have the correct weather. Another problem that may occur while out shooting is the battery. To avoid any problem with battery life i am going to charge them all up the night before and also bring 2 spares. I will also bring spare SD cards so we don't run out of filming space.

Talent 

I won't be using any talent in my advert instead i will be using friends to act in the advert. I made this decision because it will keep the budget down and also the location is near al my friends. Also unlike a film you don't need great acting to pull of a great advert.

Shot list

Production name = Monster Energy Advert

Created by Matthew Flower

         1. The first shot will be long shot, this shot will be used to introduce the location and also start to see the 2 characters run in on screen

         2. The next couple of shots will cut to the beat of the music, getting closer and closer to the characters eventually getting to a mid shot of them running as the music fades out

         3.  Close up of the boy leaning against the tree, the reason I chose I close up here is to clearly show the boy is out of energy and needs to rest

    4.  Mid shot of the 2^nd boy pulling the drink out of his bag

    5.  Close of the passing of the drink. I will use a close up here to clearly show the product and to clearly show what the boy is about to drink

    6.  Close of the boy drinking the drink

     7. The next few shots will be very quick cuts of the boy running after having the drink, I will use a mixture of close ups and mid shots, cut together fast to give the impression of the energy the drink gives you.

  

     8. The last shot will be a close of the drink and the voice over of the slogan for the product being heard. This will leave the audience the image of the product in their head once the advert is over

StoryBoards

Shooting Schedule 

DATE	Scene	Int/Ext Day/Night	Shot Descriptions/Summary	Location	Characters	Art Department /Equipment/ Props
28th November 2014 13.30PM – 17.00 PM	The whole advert will be shot at 2 locations that are next to each other	Exterior. The advert will be shoot and take place during the day	As I am filming my whole advert in the same location please see shot list for the list of the shots. As for the summary it will be the 2 male characters going for a run in the field. I am filming this during the day as to get good lighting for the visuals	The location I am filming in are Little bursted woods and nearby fields. I have used these locations because they are popular spots for runners as they have running footpaths. The woods will be sheltered by trees so I will have to work on the lighting for this part of the advert to make it look brighter.	2 Males who are runners. One is a very good runner and one is struggling with the run before he has a drink of the product.	The only props I will be using is the actually product itself ( Monster Energy ) I will also be shooting on a Cannon 600D DCLR camera with the clip on RODE mic to record the sound.

RISK ASSESSMENT RECORD

This is my risk assessment for my location that i am going to film at for my advert. I have explained what i am going to do if i hazard should arrived. 

Production / Activity	Monster Energy Advert
Location	Fields
Date & Duration	27/11/14    15 seconds
Description of Work Activity	( including People at Risk )
The filming at this location will show 2 runners ( Sam Goodfellow and Sean Bilner ) going on a run.
Hazard		Hazard Present		DETAILS
Identification		YES	NO
00. Extra Production Equipment (Jib, Track etc.)			NO
01. Access / Exits			NO
02. Animals (domestic or wild)		YES		As this is a well used field for dog walkers we might see some during production. If we do I will stop the current shooting of the scene and let the dog walkers pass.
03. Audiences			NO
04. Biological Agents / Infection / Illness / Injury			NO
05. Cables			NO	I will be using DCLR Cameras. So there will be no risk with wires and cables ect..
06. Civil Unrest / Crime			NO
07. Confined Spaces			No
08. Cranes / Hoists			NO
09. Derelict Buildings			No
10. Electricity or Gas (other than normal supplies)			NO
11. Explosives / Incendiaries			N0
12. Fire / Flammable Materials			NO
13. Firearms / Weapons			NO
14. Flying			NO
15. Hazardous Substances			NO
16. Hazardous Terrain		YES		The field has sometimes got holes in the ground which are hard to see. I will lower the risk of injury by checking out the best bit of the field to record in prier to filming.
17. Heat / Cold / Extreme Weather			NO
18. Inexperience			NO
19. Lasers / Stroboscopic Effects			NO
20. Machinery / Industry			NO
21. Manual Handling / Lifting			NO
22. Night Operations / Difficult Lighting Conditions			NO
23. Noise / High Sound Levels			NO
24. Personal Protective Equipment			NO
25. Physical Exertion			NO
26. Public / Crowds			NO
27. Pyrotechnics			NO
28. Radiation			NO
29. Roads / Motorways			NO
30. Scaffolds / Rostra			NO
31. Special Effects			NO
32. Special Needs (children, disabilities etc.)			NO
33. Specialist Equipment			NO
34. Specialist Rescue / First Aid			NO
35. Stunts / Dangerous Activities			NO
36. Transportation			NO
37. Tools			NO
38. Underwater / Underground			NO
39. Vehicles / Speed			NO
40. Water / Proximity to Water			NO
41. Working at Height			NO
42. OTHER
43. OTHER
44. OTHER
45. OTHER

Call Sheet

Actors Contract 

Actors Contact

Date 27/11/14

Dear Sean Bilner

This letter confirms agreement that you will take the part of Boy 1 in the advert Monster Energy Drink. This is the working title and the final name may change. As you know this is a low budget production and we are keen to ensure that everyone understands the basis upon which the advert is being made. If there is anything about this letter that you do not understand or you whish us to clarify, please do not hesitate to contact us.

1)   You agree to be available to work during the filming period

From 12.00 pm to 16.00pm

 

2)    You agree that the filming will take place in the follow location

Great Bursted Woods.   

3) You agree to give over any rights you may have in the finished film to Matthew Flower . This will allow us to distribute the film in any and every way we can

4)   We will pay a fee of £00.00 a day for your performance in this film. The fee is payable within 28 days after the performance was given.

5)   We will aim to ensure that working days are not longer that 6 hours

6)   We will do our best to ensure your health, safter and welfare during the shoot.

7)   We will have public liability insurance to cover your shoot

Signed by the actor S.Bilner     


  LOCATION REPORT

Location:	Little Bursted Woods/Field	Notes ; This location is a nearby local field/woods and is in walking distance to all the cast and crew
Int\Ext:	EXT	Because the location is outside I will have to plan my shooting to when the weather is best
Power?	No	I will charge the battery up to full before we go shooting and I will also bring spare batteries with me
Risk Assessment Completed?	YES

Camera
Number of Camera Positions	I will only be using one camera during the production with a lot of different angles
Camera Plan Attached?

Lighting
Light Levels	I will be using natural light to shoot my production. I want to film my production on a cloudy day so I wont get the glare of the sun in the final video
Light Source

Sound
Sound Issues?	I will be using a clip on Rode mic to film my sound. If when I play back the audio isn’t clear I will rerecord the sound and dub it in during pre production

Other Issues
	As it is a local footpath there might be dog walkings walking through while filming. If this happens we will stop filming and let them past . Also some parts of the field are often very muddy so before shooting I will go to check what parts of the footpath are best to shoot on

Attach pictures, maps, plans and directions.

This is a map to show the way from the main high-street in Billericay to little Bursted woods ( the shooting Location) 



Advert 

https://www.youtube.com/watch?v=RaEV-ur9bQw&list=UUaF8Wa_Zv9ylmtcR-mNIdbw

This a link to my finished product

Advert Idea Generation

Idead Generation 

Monster

Monster energy is a energy drink created by the company monster beverage corporation. It it known for its high levels of sugar and caffeine content making it one of the best selling energy drinks on the market. It is known for being incredibly bad for you because of the ingredients in the drink so when it comes to the advert i will need to make it seem like it is healthy for you, maybe by using runners to advertise the product.

Monster have not got that many tv advertisements, instead they choose to advertise on billboards at extreme sporting events including, motocross, snow boarding, mountain biking and car racing. I think they do that because all these sports are seen as extreme making the drink stand out because all the sportsmen need incredible strength and energy to do extreme sports. 

I think the key demogrographics for monster energy is males around the ages of 16 - 25, this is because 99% of the advertising done for the drink is at extreme sporting events and this is the age group that are most likely to watch/attended the extreme sporting events. 

Blink 182 - Greatest hits CD

Blink 182 are pop punk band from LA America, they are seen as one of the founding bands in the pop punk movement and have sold out tours across the world. They are one of the best selling punk bands in the world and this makes a greatest hits CD very easy to sell. As blink have realised 6 albums they have a lot of fan favourites that could easily go on the greatest hits CD. 

As i can't get Blink to appear in my video i will have to find a way to grip the audience to engage in the advert without seeing the band. I could do this by showing a party that is going horribly wrong but when the CD comes on everyone gets up and starts having a good time. 

The demographics could vary for this video. Most of the people that listen to this kind of music are male and female around the ages of 13 - 20. But as this band have been around for 20 years people that listen to them when they started out still might be listening to them now making them around 30 - 40. So i will have to focus on just the music for my advert to engage all ages into the advert. 

Gillette Razor

Gillette razors are one of the best selling razor brands in the world. Originally owned by the Gillette product company it merged with P&G in 2005 making one of the largest personal care and household product company in the world. Gillette is now a house hold name with millions of men using it around the world each morning. This makes it easy to advertise because it is a product people need not want. 

A lot of the famous gillette adverts use celebrity appeal to advertise their products, they pick successful sportsmen such as Rodger Fedderrer and Tiger Woods, making the audience think that this product will make them successful 

The Demographics for this product is males around the age of 16 - 50, it is such a wide gap because it is a product that the majority of men use everyday. I might try and aim the product at businessmen. These are the type of group that need to look smart and clean shaven for their job.

Mind Map 

This is my mind map, this is used to generate ideas and information for each of my chosen products, this makes it easy to select one and see the pros and cons of each. 

Advert Ideas

Monster 

Monster is best known for given you a high level of Glucose which in turn gives you energy. To really sell the product i think i need a advert that shows the energy the drink gives you. My idea for the advert is to have two runners together. One of them starts to find it hard and runs out of breathe. The other recommends to drink his monster drink to be able to finish the run. The runner finish the drink and suddenly is full with energy and goes sprinting off leaving the other runner behind. I think this will be a good way to advertise the energy of the drink, as most of monster advertising is done at sports events. 

Because the drink is known for being unhealthy for children and adults i will make sure that in my advert the actors only has a bit of the drink this way i can bide by 13:3 guidelines on the ASA website that states  advertising must not condone or encourage excessive consumption of any food/drink. 

Blink 182 CD 

The advert starts at a house party where everyone is sitting around have a really bad time. Suddenly someone puts on the Blink 182 CD and everyone suddenly starts having a great time and loving the party. Obviously  i can't get the actually band in the advert but i think this will be a good way to advertise the cd showing that everyone likes it. Bandwagoon effect, if everyone is liking the music they might check out the band. And as Blink 182 are a very well known band it wont be hard to persuade people to buy the product

From looking at the ASA guidelines i can't find anything that would stop my Advert from being advertised. I will not be showing alcohol or Tobacco products during the party scene of the advert. This way i wont have any trouble with the rulings for them. 

Gillette Razor 

My idea for this advert is to have a man who hasn't shaved that morning, going to a club, that night at the club nobody is showing him any attention and he is left at the side on his own. The next day he has a shave in the morning and goes back to the club. Suddenly everyone is talking to him and he is centre of attention. I think this will be a good way to advertise the product as us humans love being centre of a attention and feeling accepted and if the product is shown to do that in the advert people will sway towards buying it over other Razors out on the market. 

Looking at the ASA website i will have to be careful of guideline  19:3. This guideline states that Advertisements must neither imply that alcohol can contribute to an individual’s popularity or confidence nor imply that alcohol can enhance personal qualities. In my advert i show the Male characters popularity rising. I will not show this thew the alcohol though. I will show this through the razor product. So i will have to make sure the main character is not seen with alcohol during the advert. 

Audience research 

To get a better understanding of what the public would prefer to see out of the advertise i have generated i took to Facebook to ask people what the like the most and why? I got a fairly mixed reaction because i got mostly a equal amount of votes for each idea. This has still giving me some useful information as i know now that all the adverts will work. When it comes down to choosing a idea i will have to look back at this and my SWAT evaluation to look at the pros and cons of making each advert and make my decision based of off that. 

SWOT Analysis 

Swot Analysis allows you to clearly see what advert would be the best to choice to put into production.

Monster 

Blink 182 Greatest hits CD

Gillette Razor 

Film Advertising Essay

Expectations of films are everything in the film world, but sometimes our expectations let us down and sometimes make a good film feel bad to the viewer due to their expectations. Different genres of film come with different expectations, for example if you're going to see a action film, you will expect to see fast chase scenes, shoot outs and explosions. Where as if you were going to see a horror film you would expect jump scares and a creepy atmosphere. Sometimes the way a film is market can lead our expectations to judge the film for us. For example the marketing of the film I have chosen which is Catfish led many people to dislike the film without taking into consideration if the film is good or not. When the trailer was relsead for Catfish, a lot of people were expecting to see a horror film when it came to viewing the whole film.
The final part for the trailer is all at night with the cast saying "This place gives me the creeps" because of this quote, it is a convention that many horror trailers use. When the writing comes up saying you wont be able to shake the ending for days, this made some people to expect a very scary ending which they wont be able to forget easily.
This is very misleading at the film is not a horror and more a mystery story, this turned a lot of people off that were expecting to see a horror leading to people not liking the film due to their expectations.

Catfish the movie is represented as a documentary love story at first but as the film progresses it shows that in fact it is much darker than it seems and as the movie goes on it is represented as a film with a dark twist, but something that could happen to anyone, making the audience feel vulnerable.  When it was released the way people interrupted the film caused controversy in the film work. Many people starting saying the film was faked and all acted a comment which is still denied by the film makers to this day. This led to the film to begin to have a negative reputation.

The marketing of the movie Catfish was to aim at lots of different audiences so they get attention of lots of different groups of people. First of all the release of the trailer just to aim at teenagers, as the movie is about social networking, and as the world of the intent is all teenachers see to do all day it makes sense to aim it at them. When text comes up in the trailer it has the sound effect of someone clicking a computer mouse and the text popping like when you click something on a social networking site. This draws in the attention of the younger generation as they are properly watching the trailer on a social networking websites. The film was also marketed towards horror fans, as i have mentiond before the trailer was wrongly advertise as a horror. Due to the dark nature of the ending of the trailer and the creepy music and atmosphere it led a lot of horror fans to be drawn to the movie and get interested in it, especially as the movie was marketed as being all true. This drew in another group of people, Documentary fans. The film is shown in the trailer as to be 'All True'. This will get the attention of documentary fans as the trailer shows a new type of documentary that hasn't been seen before. Also the trailer markets a romance film drawing in romantic fans as well. This is done due to the love story shown at the beginning of the trailer, although the end of the trailer may turn this group off. 

Film producers have to get feedback from audiences before a film is released so they and the film company know if the film is going to be successful at the box office and if not then maybe looking down the route of straight to DVD release. They do this through test screenings, they get a group of around 200 people to view the film way before its release, at the end of the film they ask just one question 'would you recommend the film to a friend', They have to get at least 60% to say yes to get a cinema release, If its a no the company know they wont make there money back if it is released to cinema. If a test screening goes horrible wrong and the company drops the film altogether this can be the end of the directors career, so they have to make sure it is at its best before the test screening. Some movies that get a bad reception at test screenings sometimes go on and get a cult following.  For example the film Blade Runner done very poorly at the box office just about getting the companies money back but since then the film has gone on to get a cult following with fans all around the world. 

Fan culture has become a massive thing over the past 10 years. With conventions for nearly every type of genre of film. Fan basses for certain things are ever-growing. The reasons there was a TV version of Catfish made was because of the fans of the show were spreading the word around about the film making people interested in the idea. Also because of fan culture and the popularity of the show, the word Catfish actually got put into the dictionary as a official word. Comic Con is one of the world most famous convention around the world. What started out as a comic book convention but quickly grew into games film and nearly every type of media that involved superheros. Its a place where people from all around the world come together and express their passion, weather is through dressing up or simply walking around comic con. Its a place where superhero fans can feel expected and part of a massive on going fandom. 

Film reviews are everything especially to big film critics who's reviews are going to be read by a lot of people. Get a good review and could mean getting more money at the box office, get a bad review and it could turn people off immediately. Films that are released first in America will get reviews before it is even released the UK. This mean people from the UK could read these reviews and not go and see it when it is out. On the other hand they could see a film that gets a good review in America and want to go and see it when it is released. Word of mouth also plays a role in how well a film does.   In the age of the internet and social media people will write stuff on web sties like twitter saying they have just watched a film they think is great. People may be interested when they see this and look the film up. They may then talk about it with there friends and a whole band wagon effect begins to start just by word of mouth on a certain film. 

Merchandise is a great way for film companies to make more money on top of the profit of the film. The first merchandise to be made was in the 1970s after the success of the movie short steamboat willie, disney was offered by a tablet making company $300 dollars to featuring Mickey mouse on their tablets. The Company thought this was a great way to advertise their product as the movie short became extremely popular upon its release. Its not just movies that can make a great deal of profit from merchandise, Tv shows such as Doctor Who can make a massive profit for the BBC. They do this by selling their shows on box set for general release. They also make a lot of profit by selling their shows abroad. Doctor who has been sold to 94 different countries across the world making the BBC a lot of money. For some films merchandise starts before the film is even released as away of promoting the films. Fast food chains such as McDonalds do deals with film companies to advertise there toys in happy meals. This makes great profit for both sides of the deal as they are advertise each other product. 

Viral Campaigns can also get you movie noticed. The viral campaign for the movie clover field is a very interesting one. At first all that was released was a very short teaser trailer at the start of the film transformers. This got people extremely interested in the film and before long everyone was talking about it, even the news. But still nobody knew the name of the film or what it was about. This was a great move by the film company because i think without the title being released people really want to know what it is / about and suddenly everyone is talking about it. The film company also made 3 websites related to the film. The first website made was about deep sea drilling. This of of course at first looks like it has nothing to do with the film. But it is referenced in the film. The 2nd one was a milkshake web site where you could create your own milkshake and the 3rd was a website which had different videos about a girl talking about her relationship. All these web sites linked in to one other and the film. The innstresting thing is people that knew about the films viral campaign general did not like the film and the people did not know about the campaign did like the film. This is because the girl in the videos only appeared in one shot of the film and wasn't a main character at all. This links back to people expectations and how it can ruin the films viewing. 

The film i am looking at, at first had a small distribution. It was shown at Sundance film festival on January 2010. It get a positive reaction from critics there, promoting a cinema release. The film was released to a selected few cinemas in the US but was not release in the UK. The Film company feared that people in the UK would not of heard of it in time meaning they would not get a profit from releasing it in the UK. It grossed $3 million at the us box office. For a indie film that no one had really heard of before it release it done relatively well. It was released to dvd on January 2011. By this time film fans in the UK had started taking a interest in the film due to the talk on the internet about it so it was released both to the UK and US on the same date. Due to the popularity of the film after the DVD release and all the talk on the internet about it MTV decided to produce a Tv show version of the movie with the help of the films creator Nev Schulman. The TV show has gone on to be one of the most popular MTV programs pulling in approximately 3 million viewers per episode. The show is currently in the production of the 4th season. There are also talks of a UK version being made. The films has also gone on to be sold to the very poplar streaming service Netflix, both to the UK and US version of the streaming service. 

Advert Essay

In this essay, I will be explaining advertisements; advertisements are made up of lots of different things, from the USP (unique selling point) to the techniques and the way adverts are controlled and censored.

The first advert I am going to talk about is the Gilet Razor adverts featuring Roder Federer. The first thing I'm going to talk about is the USP of this advert, this means what sets it apart from other products. At the end of the advert text pops up saying that this is a limited edition version of the product. The text is in a gold style font. The use of the colour gold is associated with rich and of high value, which portrays to the audience that this product is valuable and will stand out when they are watching it. The advert doesn't specifically say what is different with the limited edition in comparison to the normal edition, but men who are watching the advert will be more inclined to buy this product as the gold font will make them think that this is of higher quality than other similar products as well as it being targeted to them specifically.

This links into techniques, which are used in nearly every advert. Techniques are used in order to get the consumer to buy the product that is being advertised. The technique used in the advert I'm looking at is called testimonial; this is where a company use a celebrity to advertise and promote their product. As a result, this makes the product stand out to people as they often use a very well known celebrity who many people look up to and will attract many people to buy the product. They always use a celebrity who can relate to the product, for example if they are advertising shoes, they might use an athlete to advertise the product and not someone such as an actor. This is used so you can relate to the advert because the person selling it is believable and appropriate to the product. It will also make the shoes look like a better product to purchase if an athlete is using them as they are a powerful person in the sporting industry. In addition to this, Subway use athletes to advertise their food; yet we all know that Subway is an unhealthy brand, however when we see an athlete eat it, it will make us think that it isn't that bad for you therefore leading us to buy Subway in the future. Federer is one of the most successful tennis players of all time and when we see him go from the court to using the product it makes us think that this product will make us more successful just like him - this is a common technique used by advertising companies. If we saw the same advert but instead they used a unknown actor, the audience will turn off and not pay attention as they are not as appealing and interesting as a more famous star, but when they see a well known figure it makes them more likely to be attracted to the product as it is glamourised by the celebrity. The advert is trying to say 'buy our product and it will make you as big as this sportsman', we know that it isn't true but it is a common technique used and it sells the product. A lot of people think that this is wrong to advertise a professional product like that, but as evidence shows when they use a celebrity in a advert the sales go up.
Another advert which I think uses good techniques is the VO5 hair gel advert. This advert sees a young man joining the army, and during the process of recruitment, the men in front of him all get their hair shaved off. While on parade, a girl sneaks a bottle of VO5 hair gel to him, as they all stand in a line on parade. While all the other soldiers have very short hair cuts and bald heads, he has his hair all gelled up and is the centre of attention as he stands out from everyone else. Using the army as a theme, I think was a very wise choice as joining the army is socially considered to be a brave, heroic, manly act. By using a soldier for the gel represents that the gel is strong and will work and represents individuality. At the end of the advert, the last shot shows all soldiers on camp wearing the hair gel. This is known as the band wagon affect, where everyone joins in on the same thing/trend. We as humans always want to be part of the group and by seeing this it makes us feel like the only one without it making us want to purchase the product.

Before the advert is made the company have to decide what the intended demographics are. This means who the product is aimed at. As this is a razor product involving a male celebrity we can tell that this product aimed older adult men. I think it is also aimed at middle age office men as they have to look smart and are often clean shaven. This advert is show around 7pm on television, which is chosen so there target audience is home from work and they are more likely to watch the advert at this time rather than 11am when they are in the middle of work.

The structure of this advert is non linear, this mean there is a beginning, middle and end, however the clips are not shown in order. The advert shows Federer walking onto a tennis court with non diegetic music starting to begin the tension, and then it cuts to him shaving and using the desired product. This makes a big build up for a small product making it look superior to the big event, and it is also glamourised by using an attractive, important well known celebrity.

This advert did not cause any people to complain but some adverts do lead to controversy. If someone sees something that offends them, or if they think is unsuitable for viewing they can make a complaint through the ASA. Once someone makes a complaint through their official complaints board on their website, the advert is viewed by them to see if the complaint is worth taking action on. A example of this is the 2014 Jaguar advert starring Thor star Tom Hiddleston. In this advert we see a James Bond type villain in a underground car park, telling the audience what makes a great villain. He is wearing a classic suit and tie, looking very smart. This shows that it is being aimed at business men, and people with wealth who may be able to afford the car. After making his nemeses car spin out of control, he drives out of the car park at high speed. A complaint was made to the ASA saying that this advert was social irresponsible and promoting speeding. Once someone complained about a advert the ASA have the choice whether to uphold it. Thus meaning they agree with the compliant and the advert is taken off the air. They have to watch the advert carefully and look at the complaint at all angles, because what offends someone might not offend another. With the Jaguar advert, they thought that although it wasn't offensive towards anyone, it was considered irresponsible and promoting something very dangerous. Due to this complaint, it resulted in the advert being pulled from tv and not broadcast again. This shows how much power the ASA has as one person complained about the advert and it concluded in it getting pulled from television. This bring us to a bigger a question, is it right if one person is offended if it should be pulled from the whole of television? Some adverts for example, the 'Phones 4 U' advert was deemed too scary for viewers, but instead of getting pulled they were told to only air it after the watershed.

Once a company decide to make a advert for their product they have to pitch their idea to a production company, once they have found someone who is willing to help them make the advert they have to think about some important questions. What are they selling ? they have to get the advert spot on if they want the product to get to people. Who is it intended for ? These are the demographics, this includes the persons age, hight, appearance. This is important, especially for adverts which to promote cloths, if they promote something smart, but use  a teenager skateboarder this isn't going to be their style, there for turning off people such as office workers who dress smartly.
The next thing is the psychographics, these are things like hobbies, lifestyle choices. The last thing is Geographic, this is where the person lives and the environment around them, For example if they are selling Hiking boots they want to aim at people that live in the countryside not people that live in london. Another important question is when they are going to air the advert. If the advert is aimed at old people they might want to air it during the day as most old people are not in work and don't go out so they are more likely to be watching it. Likewise if they are advertising beer, they properly targeting middle age men, therefore showing it at a later time such as 8pm to make sure there target audience is home and watching, also they wont show a beer advert on saturday night as much as they would on a monday night, as saturday night is known for the night most people go out.