Advertising

Who is the target audience of both forms? 

• Remember that although the products you choose will be the same there may be a primary and secondary audience depending on the format – billboards for example have mass target audience (depending on positioning) while print adverts will be specifically targeting the reader of the magazine / newspaper…

• What is the Audience Appeal of both forms – how are audiences targeted? Audio visual adverts tend to have higher production values which are one appeal but think of as many ways as you can that the advert communicates with its audience. The sample Adidas television advert has an upbeat mode of address for example.

 This ad appeals to a wide range of audiences because the Wii is supposed to be for everyone, the younger audience would be attracted to this because it shows all the different games that is being advertised. They also use iconic celebrities to introduce them to what they are selling, using this technique will not only appeal to the male generation (the football community) but the female generation, because of the seemingly heart throb (Jamie Redknapp). Also to the older generation because Harry Redknapp is used to represent these people, meaning that anyone can use this type of device. 

This ad suggests that it would appeal to teenagers for the obvious reason, that it shows younger people using it, it could also appeal more to girls, because the ad uses the band JLS to perhaps get more viewings, which it probably does. 

What devices/ techniques, and technical and symbolic codes have been used to engage audience? 

• How do these techniques conventions differ in both audio-visual, online print format depending on the platform you choose?
• If audio-visual think about types of shot and framing, diegetic and non diegetic sound, editing, camerawork, CGI (if relevant) and all the elements of the mise-en-scene.
• If online think about if the advert is above the fold or below the fold, what type of advert it is – Pop Up, Banner, Skycraper, Button, Overlayz, Flash? Is it ‘grouped’ or ‘nested’ with other adverts or articles, is it near or in the Leader-board or near the Hero Shot?
• If a print advert think about juxtaposition, prominence and positioning, choice of subject, framing and type of shot again, colour palette, textual signifiers and lighting. 

This ad helps the audience to know about the product and what kind of things it does. The subjects in the ad are there to help the audience get to a conclusion of what the device does. The way that it is set out helps the audience understand what kind of scene this product can be played in, playing it in, probably the most comfortable place in the house, would appeal to most people. There seems to always be more than one person in the shot at one time, in each of these product ads, suggesting that this type of product can be played together, bring people closer together perhaps?

Analyse Genre and Narrative

• Advertising does always lend itself to a straightforward study of narrative but if it does what genre codes and conventions are apparent and why are they being used?
• In terms of narrative think about how a story is being constructed – more obvious with audio-visual advertising but just as apparent in other formats once broken down.
• Remember narrative structure – is there an obvious 3 act structure (beginning, middle and end), is it linear, single stranded and does it deliberately use narrative enigmas to tease the audience?

This type of ad tells a very straightforward story, starting with a group of people playing different games and seeing each one of them lose and win, each player is always smiling, telling the audience that this product will bring happiness; even if you lose. None of the people on screen talk to the camera or their audience, they act as if there isn't even a camera on them, emphasising the products importance, it has all their attention. This ad has more of a 3 act structure, having a begining, middle and end.

One way to show statistics

We next looked at a way of showing some of the statistics that we have, on addiction. We decided to take inspiration from the TV program 'Embarrassing Bodies' where they show the audience their statistics on what type of diseases that are most common in women for example. It is just a better way of looking at it, than a black screen with writing on it. Looking at a  coloured screen with faded images in the background that relate to what they are talking about, is a lot better.

Something like this could be used in our editing because our documentary is quite bright and visual, so a black screen might take away that meaning. Something vibrant in the background of the statistics would keep our audience focused on the screen and they would probably be likely to actually read them.

I have found some examples of statistics that agree with what one of our interviewee's have said:

• 1 in 3 users would rather go a week without sex than give up their device- NBCNEWS.com
• 21% would rather starve than go without their mobile phones 'Daily Mail' 

Answering our questions

I looked at this link to understand different ways of answering the questions that we have throughout our documentary. This link showed that with each transition the speaker has created a question or statement that he later illustrates with either his voice answering it, images or a specialist talks about it.

This ties in with our documentary because when we have interviews with the specialists before they answer our questions we need some way of asking them. For our first interview we have done that by having clear cut aways that have a voice over it, asking the question. After that in comes our interviewee with an answer. However, with our second interviewee he doesn't seem to answer the question properly, so we are going to have to use black screens or a voice over, to allow us to ask him a question that his interview relates to.

Schedule for the weekend

Since there has been lots of exams going on, it has been very difficult to get everyone working on documentary at the same time. Ali has been doing exams for the past two weeks, which has meant that me and Dakota have had to make some changes. We have begun to add in some cut aways to keep flow in the interviews and some establishing shots of place that are going to be important in the doc. establishing shots will be important to establish where the specialist and characters are based.

What we hope to achieve by the end of the week:

15th Jan
Filming
Who: Victoria
Where: Her house
Shots:
- Shots outside Victoria's house
- Cutaway shots on the comp, phone, watching tv etc..
- Observation shots of pedestrians on the street, bus etc

16th Jan
*Meet at 10:50 Room 004 for camera exchange*
Who: Dakota
Where: 004

-Upload footage
-Research new title fonts
-How will we show questions?
-Record quick voice over so we know what we expect
- Write a new voice over.

17th Jan
Who: Dakota
Where: 004

(all of the above from 16th Jan if not finished)

18th - 19th Jan
Who: Dakota
Where: Anywhere

-Film more establishing shots
- more cutaways

Quick re-post

The understanding of the demographic or audience profile for our documentary, which will allow us to advertise to our audience efficently. Who might consume our product:

• Age- Primary audience: 16-24, Secondary audience: 25-35
• Sex- Mix gender
• Income level- mosty part time jobs/ still in full time education for our primary audience. Full time jobs or unemployed
• Education- Yes
• Tastes in music- Has a broad range of genres
• Class- Mixture of classes

Script for voiceover- Documentary (Draft 1)

This is a 5 year old called kyreece. with ever-changing technology in modern society, individuals such as kyreece spend excessive amount of hours consuming technology. His uncle, Ali, goes on a journey to discover why his nephew consumes so much technology on a daily basis, and if it linked to the way everyone in society consume so much.

With Alis groing concern of kyreeces' behaviour,  he decides to seek out professional assistance. he initially wants to know what could cause kyreeces' obsession  so, He first goes to see professor Laura lewis, a neuroscience lecturer at UCL university.
professor Laura lewis mentioned Dopamine being released in the brain, Ali wanted to know if the people of London know what it is

Ali was interested in what she had to say and did more research into dopamine.  he found that there are links betweens dopamine and addiction. he wanted to know more and went to Dr Macally, about the word addiction

After visiting two specialists, Ali concluded that kyreece cannot be diagnosed with addiction, as he's only an infant. But what about a mature being. what about you watching now? how do you know if you are addicted or not. if so, i leave you with 1 question, what is your level of addiction. 

Focus Group Session

To work out what type of audience we were looking for, we undertook a focus group. We read out 3 different types of documentaries and they voted on which one they liked and they briefly explained why.

Group Evaluation

Lighting and production work

In the first few shots we have, the lighting didnt really go to plan. We were hoping for light that looks more natural, as it is a documentary on something that needs to be seen naturally, because the subject is about something that it natural to everyone. Although having some artifical light could have helped us, in allowing to see this idea more clearly, without it its difficult for Dopamine to have a spotlight. I visited a website to do some light research that gave me three points to lighting:

1. KEY – The key light is your main and strongest source of light. This can be the sun or an electrical light source.
   
   
2. FILL – This is your second light source, softer than your key light, which crosses the key light to “fill” the strong shadows created by your main light source. This can be a reflector or an electric light.
   
3. BACK – The back light is used to separate the subject from background. It makes the scene look more three-dimensional. Sometimes you can use the “setting sun” as your back light or another light source.

Overall each one helps with what we were trying to get at, something natural to help with the illistration of the natualness' of Dopamine and then an electrical light source that can follow up on the excess light to give it more of a three-dimensonal look.