pre-production advertising

introduction to advertising :)

reward power - gives the buyer some reward; shampoo - clean hair.

coercive power - makers the viewer feel

left out, bad parent; pampers - not a good mot

her.

referent power - is appealing to a specific a

udi

ence; facebook - teenager.

expert power - presented by an expert;

star power - associated with a celebrity; l'or

eal.

Who, what, why, where and when?

mid 20's, vw polo, that if you have a polo you

gain confidence, in between top gear :)

men, everything honda makes, it giv

es you hope, evening.

happy families - everyone wants to be belong

rich, luxurious lifestyles - aspirational

dreams and fantasy

successful romance and love

elite people or experts

glamorous places

successful careers

art, culture & history

nature & the natural world.

beautiful women - men and wom

en like looking at beautiful women, so the thinking goes: men admire them, women admire them, w

omen admire what makes the men admi

re them.

self importance & pride

comedy & humor

Guilt - are you doing the best you can for your children, dog, car, wife, husband, family etc.

childhood - can appeal to either nostalgi

a or to nurturing instincts.

the advert uses coercive power as it almost seduces you into buying the food, this makes the viewers food seem inadequate and they should by th

ere food instead. it also makes the food seems for p

eople with a rich luxurio

us lifestyle.

homework:

this advert would appeal to a dog owner and uses coercive power, it makes the dog owner feel guilty that they are not feeding their dog the same fo

od. it has been advertised like this as the dog food company is more likely to persuade the dog owner to buy the food. the advert shows t

he dog at home and it looks like a re

al person - this is called personification.

this would encourage the reader to buy the dog food

more as the dog would become more human like and it would love its owner more. the dog itself is extremely cute and i don't think anyone could re

fuse to give the dog exactly what it wants

- even-though it doesn't even know what it wants. the advert would be shown during women shows, such loose women and soaps. it also gives an

idea of a happy family, just the woman and

the dog

- this would show to women that they only need a dog and no-one else. the advert is aimed at women wh

o want to give their dog the best that they

can because their dog deserves it.

____________________________________________________________________

1. primary research

I have done some primary research as i want to create my own advert. i have collected my research in the form of a questionnaire - the re

sults are taken from a group of young people ages between 15 and 16. here are the results:

questionnaire:

1) would you prefer an advert to have a celebrity

in it?

no

no

yes

yes

yes

yes

yes

2) do you watch adverts?

yes

yes

no

yes

yes

yes

yes

3) what is your favorite advert at the mome

nt

, out of these?

bt

dental |||

andrex ||||

4) does music create an interest for you in

adverts?

yes

yes

yes

yes

yes

yes

yes

5) do tag lines appeal to you?

yes

yes

no

yes

yes

yes

yes

6) which genre do you find most memorable?

charity

narrative |

humor ||||||

Would you prefer an advert to have an celebrity in it?

Theses results show that a selection of people would rather have a celebrity in

an advert. When i make my advert i would include a celebrity, but it is a bit impossible.

Do tag lines appeal to you?

From these results it shows people do like tag lines, so when i make my ad

vert i will use a suitable tag line to appeal to the viewer.

Do you watch adverts?

This shows that more people do watch adverts this proves that by making a TV advert it will be seen by a lot of people.

Qualitative research

1. what type of characters do you prefer in adverts?

C: normal people

B: funny people

2. is music a main thing for you in adverts, what sort of music?

C: yes, indie

B: yes, sound effects

3. do you like tag lines and slogans, why?

C: yes, they appeal to me

B: not really, don't pay much attention

4. do you like to see celebrities, if so why?

C: no, they are full of themselves, puts off

B: no, it doesn't influence bakers decision any more

5. which adverts most appeal to you?

C: games adverts, music and games.

B: funny ones, make you feel good.

Ciaran Connolly, 15, Student.

Ciaran prefers normal people in an advert as it shows that the product is realistic and isn't over emphasized in the advert. Music makes a big impact on Ciaran; he would like to see more indie music on a variety of adverts. Ciaran really likes tag lines, they appeal to him. He doesn't like celebrities as they are over confident and they really put him off. As a boy, his favorite adverts are games adverts, this is due to the music and good tag lines.

Charlotte Baker, 15, Student.

Charlotte prefers funny people in adverts, such as the tetley tea advert. Music is a key thing to keeping charlottes attention and she loves little sound effects. Tag lines are not very important as she doesn't really pay attention to them. The use of star power does not influence Charlottes decision whether she buys a product. Charlottes favorite adverts are funny ones, as they make her feel good.

Sammie Farrar, 15, Student.

Sammie think that narrative adverts are the best, such as the BT ones, as it is an escapism from real life whilst watching adverts. She thinks that music is important, however, she think that music is not necessary if star power is used. Sammie likes the use of star power as she aspires to be like them. Sammie likes normal people and celebrities mixing in adverts - as its shows her how to be like them, this is a type of reward power. Sammie throughly enjoys tag lines as she think they are incredibly clever and they stick in her mind.

SECONDARY RESEARCH

In the Caesar Dog food advert we are able to fit parts of the Uses and Gratification theory into the advert as some people would be able to relate to waking up with a little white fluffy dog meaning they could personally identity with the situation. Lines of appeal run throughout the advert, there are three major ones; happy families - dogs are part of most peoples family; comedy and humor - it is funny to think of a dog eating at a table; self importance - as people pride themselves on looking after their dog.

Camera shots play a big part in the advert. A close up shot of dogs face is used this makes the dog look cute and it makes the viewer go ah. Next a establishing shot is able to set the scene of a happy home. - the colors in the home seem to be pink and purple therefore it is aimed at females. A medium shot then shows that they are both happy together. At the end a medium/long shot of dog sat at a table is used this is able to shows personification - which adds humor to the advert. Factors of persuasion also run throughout the advert; reward power is used as the advert conveys if you don't buy this dog food your not the best dog owner. Also, coercive power is used as the viewer feels compelled to buy the food so that the dog is happy.


In the honda advert lines of appeal are used such as; dreams and fantasy because its not the normal day rather something people dream of; glamourous places as he sees lots of beautiful places like the waterfall and elite people as only elite people would have enough money or aspiration to do such things. Reward power is used as a Honda can reach your star and complete your dreams. A dreams and fantasy theme runs throughout the advert as it is not normal be able to achieve all your dreams in one day using one brand of transport. The advert also focuses on glamourous places so everywhere the man travels its very pretty for example the waterfall towards the end, only certain people will have the opportunity to see that in their life time.

Mind map

Proposals

Idea 1)
Start on a close up of children and families this shows the happy families line of appeal, then change to long shots of lots of children having fun therefore using reward power to show that your children will be happy when they get to disneyland. in the middle use a establishing shot to show the full park, to see what they could be visiting, show it very full to make it seem exciting and fun. Finish by showing the main attraction, the disney castle with a dark background to make it seem really magical. For the music use a magical and fantasy track and use sound effects to make it seem even more of a magical place, this will attract little children, but also by using a dark background it would give a romantic feel to the place so it would also appeal to adults.

Idea 2)
Instead of making a normal advert showing the park and clichés of lots of happy families show that the happiness is real, not fake. This could be done by showing lots of 'holiday pictures'. Lot of different people wearing some sort of disney land clothing or even a sign with a memory written on it from their experience at disney land. It could even end with a slogan like 'make memories, visit disney land'. The sound could be quite slow and the slides fading into each other, but towards the end it could quicken up so that more people good be seen.

I have decided to go with my second idea because i think that it is very original and creative. Also, it would not only interest children it would appeal to parents as they would see the adult side of a disney land break and maybe it would be able to bring out a bit of jealousy out of children and adults as they want to make memories like the people they are watching. They would also be able to see that it is fun and exciting from real people.


Treatment

In my advert i will use a select few lines of appeal these will include guilt, happy families and dreams and fantasies. Each of these will trick the viewer into being more interested in disney land. Guilt will work because if a parent watches lots of people, with their great memories from disney land, with their child they will feel guilty as if they are not being a good parent because their child and them haven't got any of these memories. So, they are inclined to take their family to disney land. Happy families will always work because everyone wants to be part of a happy family and will do most things to make their family happy, so if a trip to disney land would help make their family happy, most people will consider looking into it. Also, it gives a real take on things so it would seem as if they were real families, this will help because if the family seems fake it would ruin the concept. Disney land is a magical place, so, dreams and fantasy has to be involved as that is what gets so many children interesting it. By using this line of appeal it will show that the magic on the other adverts does actually exist and then the child and adult are intrigued to see if it is true. For factors of persuasion, reward and coercive power will be used through the advert. Reward power will be used in the sense that if a trip to disney land is taken it will make the whole family happy and everything that they were worried about before would go away so it also gives a sense of escapism. Coercive power is used as if a trip to disney land is not taken then the whole family will suffer and they will never be able to make the magical memories that are free for the taking at disney land. I have chosen not to use a star vehicle because i wanted to make the experience seem real and by using a celebrity it would seem unrealistic.The camera shots that will be use will depend on the angle of the photo's taken because then the pictures seem real and like they come for actual families. The narrative for my advert will be multi strand as it is going to show lots of different people and their experiences, not just focusing on one family. The character in the advert will consist of a mixture of people, males and females, young and old; this is so that everyone will be able to feel comfortable thinking about going to disney land. They will not be stereotyped as then they wouldn't seem real, they will just be normal people. For the sound track it will be something soothing but equally magical, to link in with the disney land theme, it will be non diegetic as it will only be used to draw the viewer into the advert. A very short voice over will be used towards the end to state the slogan. The character will be dressed in whatever they wore at the time of the holiday photo, so that will most probably be quite casual so that they look like they are normal, their body language should connote happiness and that they are comfortable in their surroundings. According to the uses and gratification theory my advert would fall into diversion, this is because the pictures of other  people showing their memories would let the viewer escape to disney land and into other people's life's.

Storyboard

Regulation and control

The advert i create will have to pass certain standards these are set by the ASA. The ASA (advertising standards authority) is an independent company set up in order to make sure adverts is suitable for promotional uses and suitable for their time slots. It is supported by the committee of advertising practice (CAP) together they offer a set of codes, to which the adverts must meet, in order to protect the viewer/customer.


When making my advert i will consider rule, 5.1.1 No advertisement may directly or by implication mislead about any material fact or characteristic of a product or service.  
Any claims I make regarding the impact of the disney land advert could have on someone's family. I am unable to promise that Disney land will help the viewer create a much happier family permanently than any other holiday destination of its type or that it will definitely ensure that you end up going home with lots of of fantastic memory's that and have a good time. This shows that i am unable to just say anything to persuade everyone to go to disney land what is said will have to have some sort of factual evidence. As my advert is about disney land, which is quite magical, i will not suggest that any sort of magic does actually exist just the magic atmosphere about the place. Also, i will not state that disney land will solve family issues or solve any other problems. By not stating anything without reasonable evidence this will ensure that i will not mislead anyone. 


Marketing and production


When marketing the advert it could be shown on all channels but focusing on kids channels and family channels, such as ITV, BBC, Nickelodeon etc. It would be better on at a day time and possibly on at children's bed times as then the magic of disney land will stick in their minds. It could also be able to shown on disney land's own TV channels and on their website. 
Also, for another option, poster and billboards versions could be made up so that it could grab more people's attention. The target magazines would be female magazines such as 'Love it' and 'That's life' so that it appeal to families that could possibly be on a budget or it could be put into a children's magazine with a child with a disney character. It could have small adverts on social networking sites, but not a lot as the primary target audience is little children and they do not use social networking sites so it would only be used to capture parents attention.