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.

The Future Of Technologies

Hardware

This is the Black Magic Pocket camera, This is a little pocket Camera with a massive power range. This is a cinematic camera that looks amazing in quality. I think this would be a good investment in the Media Department, as soon this will the size of the cameras that will shoot cinematic films, it is also easy to transport around if anyone wants to rent it from college. These cameras are around 600 pound so they are expensive but compared to the cameras we have at college they are cheaper. It is worth it because these cameras shoot in 4K quality which is the best quality there is out there. This quality will be the future for cameras this size.
http://www.digibroadcast.com/camcorders-c61/cinematic-camcorder-c159/blackmagic-design-pocket-cinema-camera-p7213/s7019?utm_source=google&utm_medium=cpc&utm_term=blackmagic-design-pocket-cinema-camera-bmd-cinecampochdmft&utm_campaign=product%2Blisting%2Bads&gclid=CjkKEQjwlIqdBRDy6JSK4Lmn1akBEiQAVa9dPdRoFSsOGmo4-c6fTFzHoxhYjPe8KZ7tt1Kt_Q3Q7UHw_wcB

  The next piece of hardware i think the college should invest in is a upgrade of the apple I Mac. The new iMacs available now are much much slimmer than the ones at college. Also all the mouse and keyboard are all wireless which means it will be tidier in the classroom as sometimes the wires get a bit messy. There is also much more memory on the new iMac as sometimes the ones we have now get filled up with memory and you can't save your work. These iMacs are rather expensive, They are about £1200 but apple can do deals with college and school if the iMacs are being used for education. Also this Mac will be needed if the college get the black magic camera because of the quality of the camera it will need a powerful machine like this to edit the footage and store it.
http://www.apple.com/uk/imac/

The next piece of Hardware i would recommend to the college is the GOPRO, these little cameras have got very big over the past couple of year and you often see go pro videos being used by famous you tubers to film their videos. Theses Cameras are extremely easy to transport and they can clip on to your body when you are filming, they are extremely light and great quality. I think these would be a great investment into the college as they are rather cheap roughly pricing at £200. This is a cheaper route to go down for the college and won't cost as much as some of the cameras but are equally as good.
http://gopro.com

The next piece of hardware i looked at is the Magic Mouse for the apple iMacs. This is Apples new and improved mouse which comes with the latest iMacs. It is a different feel that the Wired mouse. This is a complete runs on batteries which might be a downside for college as they will have to keep changing the batteries for them. But overall the mouse it a great improvement than the current mouse we have at college. This mouse is fully touch sensitive, you scroll down just by moving your finger down it and it is very quick and more simple use than the current mouse. It also looks much more professional and again is complete wireless making the working space look more smart and professional. You can also zoom in on the screen just by doing a finger action on the mouse this makes people using software such as photoshop and other editing software much quicker and simple to use. The mouse is around £59 which is a lot of money for all the macs but if the college updates the mac they come with them.
https://www.apple.com/uk/magicmouse/

The last piece of software for my five year plan is new tripods for the college. The one i looked at was the Gitzo tripod from Jessops. This is one of the best tripods on the market today but it comes in at a expensive  £739. This is the most rigid tripod on the market today and it is the main tripod professional use in the film industry today. This tripod is made out of carbon fibre which means it is incredibly light, compared to the tripods we have at the college now it will be really easy and light to carry around. This tripod is able to support 40k of camera equipment. This tripod is able to go to a hight of 153.5cm giving the user a range of heights and angels to choose from. Because it is made out of carbon fibre it is able to fold very small making it extremely easy to to transport. Overall i think this would be a great addiction to the college equipment givings us experience in high end equipment being used in the film industry today.

http://www.jessops.com/online.store/categories/products/gitzo/series-5-6x-carbon-fibre-4-section-systematic-tripod-gt5542ls-85498/show.html

Software 

The first piece of software i think the college should get is Final Cut Pro x, this is the upgrade From final cut pro, and is much better to edit on, I personally think the college should get this software because it is completely different to The pervious version and if we are getting taught on the old version we won't be experienced in the new version which we might have to use later on in the media industry. It also makes a number of improvement over the pervious version most notably you don't have to wait for it to render which wasted a lot of time when using the previous version. The downside to this is that if you already own the previous version you still have to pay for this version which £199 off the App Store which might cost the college a lot as you need to but it for each mac, but it would make editing very good and better at the college.       https://www.apple.com/uk/final-cut-pro/
Another Piece of software i think the college should invest in is Motion 5, this would replace the previous version of motion they already have. This version is very good for making titles and motion graphics which we could include in our college projects. Also if we want to go into post production at a later stage as a job role it would be useful if we knew how to use this piece of software. It is also rather cheep only costing £34 on the Apple Store
https://www.apple.com/uk/final-cut-pro/motion/

DaVinci Resolve is the next piece of software i think the college should get. The iMacs at college don't have any colour grading software apart from the options you have on Final Cut Pro. This is a professional piece of software that hollywood use in Blockbuster films. I think this would be brilliant software to get shown how to use as it also could be used on a final major projects to make them look really good. This piece software is rather expensive at £600. 

http://www.blackmagicdesign.com/uk/products/davinciresolve

The next piece of software i think would be useful for the college to get is Logic Pro X, This is a music editing software that you can devise and edit your own soundtrack or song. More and more films are using these types of software to create a soundtrack instead of recording live music. This would replace the old version we have at college and also soundtrack pro which is a similar software. This would be helpful for the media department as students could make their own music for upcoming projects and get a good idea of how music is edited for films. This piece of this software i£139 which is cheaper than soundtrack pro.
https://www.apple.com/uk/logic-pro/

The final piece of software i looked at is a piece of software called Final Draft. This is software that is used by Hollywood Screenwriters to write their screenplays. This is won of the best selling piece of scriptwriter software and would replace Celtx which is the current software used at college. The good thing about this piece of software which you can't do with Celtx it you can choice your own template depending on what you are writing the script for,for example you can pick a template for either film, Telviosn, Play etc..  It is a easy to use welcoming piece of software which is good for college so it does't complicate people, you can just boot it up and write your script. Something this software does which Celtx does not is keep a library of script notes, This stores all your ideas and parts of script that you have cut out but maybe what to look back or use later on down the line. The software cost £147 which is more expensive but due to the improvements from Celtx i think it would be beneficial for the college.

https://www.finaldraft.com