Advertisement Planning

Brief: Fashion chain that is aimed at 16-23 year olds in which sells clothing that is similar to bank.
Assignment: Create a one minute advert aimed at what is stated within the brief.

Tasks

Researching current stores/brands (look at their adverts) and see techniques used
Mind man ideas
Mood board
Word board
Pre-production Storyboarding

Research (fashion Chains)

H&M

Element	Denotation	Connotation
Camera shots and angles	There are a range of shots used in this advert as it shows close up, mid shots and mainly wide shots in order to show the large amount of people within the advert.	The main shot which is the wide shot is an important part of the way the advert is conveyed as it is mainly based around the idea of the supremacy that H&M clothing will give men and also the attention women will get which is widely shown through this.
Linear/Non linear	The advert is linear and very straightforward as it shows some girls giving one guy the attention in which they receive back due to the H&M clothing they are wearing.	As this is not based on a storyline this just delivers the message behind the advert and makes the clothing the centre of attention and the advert also shows how the clothing will be projected to others.
Sound	The sound in the adverts are diegetic sound as it only has some music.	This supports the excitement in which the advert is trying to show and the happiness the clothes will bring to one's life etc.
Structure	This advert is a realist as it shows the female characters showing their clothing along with the male and the affection they have for each other due to the clothes making them attractive.	The structure of the advert is well made as it makes the clothes the main focus.

My proposal for our company name is shuffle as this would mean change in the direction that people take within the clothing.This will all be stated within our Logo as we would design it to suit what we will represent.The following will be our Logo:

Therefore looking at this logo this will inspire people to take a different path and approach to the way they see fashion. The target audience will be people interested in urban clothing therefore fitting with the working brief of aiming at people aged between 16-23 as they are highly in clothing within this category.

New Logo

Having put all aspects of our old logo into consideration this conveyed the apple brand as the shuffle sign in which we had put in the logo was based on apple. Therefore we made this more innovative in order to ensure that our brand is unique. Also as it is clearly distinctive from others this means that there would be more brand awareness.  As the target audience are also of a younger age this logo is also suitable and something that would be appealing to an audience of 16-25 years.

Mood board:

 

Wood board

 



 

20/01/13

In this lesson we started to establish the different names that we may potentially use for our advertisement. However everyone had different names in mind as the following were mentioned:

·         Notorious

·         Swerve

·         Lead

·         Swag

However despite having these different names we will deliberate and potentially come up with new names in order to create the  name that will best suit our clothing line in which we will advertise therefore making our advertisement brand more strong.

5 Minute advert First Idea planning

Advert

We have decided to base our advert on the following props:

Bike

Car

Skateboard

                                                                  Football               

Therefore these will be the props however we will be basing our advert on the characters as the aim of the advert is to show the clothing. Therefore the combination of the two will make the advert more interesting and help in making the advert not just focused on one thing but different aspects. The adverts will be within different locations and will show the characters using their props then a still shot of them at the end to show their clothing in full.

Misc. En Scene

Storyboard

Locations

For our location for the advert we will have a car scene in which will have the character driving the car into a driveway. After this the character will the exit the car and do a still shot to show their clothing.

The other scene we will be having for the skateboard scene will be a skate park. Lastly the bike scene will be outside the school on Cox Street and the football scene in school at the Astroturf.

Lighting

All the scenes within the advert will be based outside therefore there will be no requirement for lighting. However in order to improve the graphics and the overall look of the advert when editing we will ensure that things such as brightness and the colour saturation is at the right level and if not the case we will adjust this.

Treatment

This will be a linear advert meaning that it will have a continuous indication of events. Therefore all the things that will be shown in the advert for each scene will be shown in order. The overall look and feel in which the advert will be aimed to convey will be a sense of excitement and energy. However in terms of the clothing we will be aiming to show a new look that is appealing to the target audience.

Context

The purpose of this advert will be to clearly indicate the clothing in which Shuffle sales. However another aim will be to ensure that the advert will be interesting which will gain the attention of the target audience hence why we used the idea of having props.

Risk assessment

Location	Risk
Cox Street	Cars, bikes and Props
School	Running students
Driveway	Cars
Skate park	Skateboarders and Bikes

Advert roles

Name	Role
Kashif Naseer	Actor and editor
Munashe Mukandi	Actor, editor and director
Curtis Fletcher	Actor and Camera man
Haris Umair	Actor and Camera man

Advertisement questionnaire

Advert Seasonality

Throughout the year there is a range of adverts that are put into place according to the months in which they fit in.This may be due to a certain event or the weather or other effects for example the amount of disposable income that people will have.Within this blog I will indicate the reason as to why certain adverts are shown in certain months and why some advertisements will cost more to show to the audience.Lastly I will also analyse some adverts.

What sort of adverts do we see at certain time of the year?

Within this blog I am going to state the different adverts in which are advertised throughout the year and why they are advertised at that certain time of the year.Therefore my main focus is going to be on the adverts and the months in which they are advertised.

During the year there are months in which adverts get high views as opposed to the other months of the year.The months in which viewing figures will be the highest are the months coming up to Christmas but mainly December as people will be celebrating the festive season.

People also have different time spans in which they have when watching television and this is also impacted by the season and weather.For example, in winter people mainly watch television for 2 hours and 2 minutes according to statistics.

However due to different occurrences people may also be unable to watch television or not have interest in it.This main reason behind this is because people will be enjoying the weather outside in July and August.Therefore as it will be summer people will be spending most of their time outside.

The following is the transitions of the advertisement industry:

Month:	Seasonal events	Product advertised
January	NON	Holiday bookings
February	Valentines	Chocolates and other gifts
March	NON	Mixture
April	Easter	Chocolates
May	Bank holiday	Alcohol and adverts
June	Summer	Summer clothing
July	Summer	Clothing, drinks, ice cream etc.
August	NON	Winter clothing
September	School	School clothing and equipment
October	Christmas	Gifts
November	Christmas	Gifts
December	Christmas and Sales	Food products and products on sale (mainly clothing)

Advertisements Examples:

IKEA

This is an Ikea advert in which there is two characters (couple) looking for each other but are unable to due to things cluttered everywhere.However as the advert proceeds they find a solution as they start find storage space to place the cluttered items therefore conveying that Ikea can provide good storage and furniture for its customers.The advert is a narrative as it shows us the story on how the couple faces trouble to see each other then finally find a solution in which enables them to meet again. Music is a big part of this advert as the characters sing throughout the advert to convey the main message of the advert in which it they start by singing on the reason why they are not living together in which is further solved at the end of the advert due to Ikea.

Mise-en-scene

• Dark colours
• Light illuminating
• Casual Clothing

Sounds

• Non-diegetic (Music)
• Diegetic (Voices)

Product

• Storage
• Furniture

Camera shots

• Medium shots
• Close-up shots

Target audience

• People aged between 18 to 50

John Lewis advert

The advert I am going to analyse is the John Lewis new year new start advert.This advert is a good example of distinct change from something negative to positive as John Lewis tries to put across the good change in which its products will make in one's life.The advert is a realist as it shows a normal character seeking for his old belongings only to realise they do not function as well as they used to hence why he seeks John Lewis therefore showing the advance in the things that John Lewis has.There are a range of strategies used in this advertisement as it effectively uses music in order to engage with the audience's emotion due to the low volume start in which increases gradually in order to show the change in the from sadness to happiness that is conveyed by the character therefore also having an effect on the audience.Overall this advert is effective in conveying the message it aims to put across as it uses emotional connection and a range of other techniques.The advert also has a good concept.

Mise-en-scene

• Sunny and Bright afternoon

Sounds

• Non-diegetic (Music)
• Diegetic (Voices)

Product

• Sportswear

Camera shots

• Medium shots
• Close-up shots

 Target audience

•  Runners, Athletes etc

21/01/13

Within this week we started to look at the different advertisements that are within the advertising industry and the time in which they are advertised may it be due to an event or occasions that may be coming up. We also looked at the different ways in which they are conveyed due to the time in which they are broadcasted.

Volkswagen Advert Analysis

Element	Denotation	Connotation
Camera shots and angles	The camera shots within this advert are mainly focused in the main character which is the child dress in the darth Vader clothing from star wars.	The focus on the main character is done in order to build up the funny scene that is shown at the end of the advert.
Linear/Non linear	The advert is linear based as it goes in order all the way through to the funny scene in which is shown at the end.	Use of linear is effective within this advert as it makes the audience have curiosity and anxious as to what will happen at the end in which the advert then delivers.
Sound	The sounds used are the darth vader theme tune along with sound effects from the car and props used.	As the advert is based around the theme of star wars this then makes a connection with what is occurring.
Structure	This is a realist advert however the character is playing an anti-realist role as he tries to use the powers in which darth vader portrays in star wars.	The stricture is well constructed as the mixture of realist and anti-realist form a good concept for the advert.