Radio Ad draft 1

Poster Analysis

First of all our message that we want to send out to our target audience is that; the world is addicted and this poster complies to this, such as; layout, colours, form, image, font and language etc. 

The colour of this post definitely provokes the idea that there is something sinister about it, a question that needs answering, for people who feel like they need to know. Within the uses and gratification theories surveillance is what our ad will make use of, the news will use this type of colours and images to make people feel like they need to know this, in order to feel like they are aware of the problem. 

The image, the hands of a child holding pills, it reveals to the audience that addiction is something the world needs to focus on, even if the pills are meant to represent something other than drugs. The child suggests innocence, so by having him holding the pills makes him less innocent? Which then leads the audience to believe that our kids must have a problem? It makes the audience feel like they have to watch it.  

Although the pills illustrate how serious addiction is, some of them do seem a bit too big, however, PlayStation and Apple are two of the biggest used brands out there, so it does help to emphasise those. Our target audience: reformers and explorers will benefit from understanding what the pills represent and how they tie in with addiction. Having the different symbols on the pills perhaps shows them that this what people are addicted to now, not just illegal drugs. 

The font brings out our theme, what we begin to explore during the actual documentary, the gaming font reflects what could be seen on screen GAME OVER! 

Having the logo at the bottom of the ad or even having it on the ad, helps the audience to know where this is coming from, identifies the seriousness perhaps. 

This ad creates a new emotional attachment between the audience and the child, makes them feel responsible? Parents especially. Although not being able to see the child's face, suggests it may not be everyone or every child, then makes them feel like they live better lives (diversion- user and gratification) this ad will put it in perspective for those few. 

Final Ad

Our winning ad.....................

The changes on ad

After many different focus groups on what we could change and retain from the poster ads, we decided that we could see whether a few of these changes would make our ad look more appealing to our audience. We changed the font of the title, to see whether it made any difference to what our ad was trying to portray. Our group thought that our original font was better than the new on, so we decided to keep it.

Another change was to put the line from another draft we had in that font, this was because it allowed the audience to actually know what the documentary is about; 'Are We All Addicted'.... Changing the title made more sense to what we are trying to get across, the change in font is not necessary.

The making of our Ad

Our ads

These are the images that my group and I have created using Photoshop, with the image we took before hand. We used different fonts, colours and layout; to make sure that we appeal to all of our audiences, so we undertook a number of focus groups to get their responses so that we can improve them. 

Little camera lesson with Mr Robinson

The 12 types of advertising

1. The demo
2. The problem
3. Symbolise the probem
4. Symbolise the benefit
5. Comparison
6. Exemplary story
7. Benefit causes story
8. Testimoial
9. Ongoing character or celebrity
10. Associated user imagery
11. Unique personality property
12. Parody or borrowed format

To advertise for our documentary we have decided to use symbolising the problem as our type of advertising. This reflects the way we want our audience to feel and what they are hoping to feel when they see it. They like to be enlightened and challenged by what they see and hopefully our ad can do that by how much we give away, what questions we ask and how it is presented.

For example we liked the look of the 'end of the world concept, like the cover/poster of the 2012 film:

Now obviously we can not live shoot this, but we were looking for a kind of dark and demeaning look. Where there isn't much to say about it, but you think a lot, the 4 digit number giving nothing away, just leaving the audience with questions...

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.