Implementation Stage & Evaluation

- Final Product -

- Evaluation -

For my final product, I decided to do paper cut-outs. This is because I had previously experimented with claymation and paper cut-outs. At home I also experimented with object animation which wasn't as easy as the former two. Therefore, out of the two I decided that paper cut-outs would be easier for me to produce. This is because I have control over the characters that I wanted which restricted me less in terms of thinking of a narrative.

First and foremost, I had to setup the camera and equipment. To do that I used the following equipments: mini table, ruler, paper cut-outs, tripod, DSLR (Canon 1100D), 50mm lens and intervalometer. I placed the tripod above the table and adjusted it according to the appropriate composition. After that I ensured not to move the tripod in any way to guarantee a static flow throughout the stop motion animation. It turned out really well in that sense. Rather than using the general 25mm lens, I opted for the 50mm lens. This is because it has a prime/fixed focal length which produces sharper images than zoom lenses. Therefore, it was a better option for me since I was going to take an approximate of 480 photos. This helped avoid potential issues such as lens creep. 

At first I took photos using the button on the camera, but then I realised I would be taking another 400+ photos; therefore, I connected an intervalometer which made it easier for me to take photos. This is because when I was taking the photos using the camera button, it required me to stand up the whole time. However, the intervalometer didn't require that, so I was able to sit down and take the photos. Moreover, I set the camera to automatic focus as it would make things faster since I had a lot of images to snap. 

The ruler helped me position the paper cut-outs and mainly focus perfecting the mise-en-scene. For example, I placed the car horizontally in line with the other cut-outs such as the buildings. This was done to stop the cut-outs from looking unstable as though they're not positioned on a floor. Moreover, the ruler acted as a grass. Initially, I printed out a grass cut-out but didn't want to cut it out due to many individual strands that would take time to cut. Therefore, I decided to use a green ruler for multiple uses. Also, it helped organise the little steps I had to manoeuvre for each cut-out. For example, I would move the car half a centimeter every shot.

   

To even plan my stop motion animation, I needed an idea of a narrative to come up with characters. I then thought of popular sayings such as: "don't judge a book by its cover" and so on. That way it made it easier for me to envision a story. I decided to go for a popular saying seen on social media: "live your day as though it's your last". I then worked my way round it by thinking of a scenario that would represent it. In the end I decided to go for Idea No. 3 as it was the most fitting. Beyond that, the narrative turned out really well as it flowed nicely. This is because, the moral inserted towards the end, tied everything together. 

The fact that I had a narrative in itself is a positive point. This is because stories entice people, they draw them in - as it takes them on a journey of someone else's story which they may relate to. According to some critics, my previous test paper cut-out animation (on an earlier blog post) had absolutely no flow in terms of narrative. This is because it was a test in which we were required to cut out pieces from newspapers and magazines. Because our cut-outs were limited, we weren't able to create a proper story out of it. Therefore, it lacked that one thing for the viewers to latch on to. Which brings me onto my next point; I specifically focused my ideas on narratives during the design stage. It helped stimulate my brain with ideas. 

 

Good Points:

- Flowing Narrative

- Clear Images

- Fitting Sound Effects

- Good Lighting

Bad Points:

- Unfocused Images

- Unsmooth Transition at the End

- No Sound Effect When Raining

- Unclear Ending (Her Death)

Post Production:

- Didn't Use iStopMotion
- Frames Per Second
- Photoshop Images

iPod Shuffle Advertisement

- General Information -

Group Name: Harry Potter

Members: Deividas, Igli & Serene

- Mind Maps -

- Final Idea -

iPod Shuffle 4th Generation

Synopsis: A college student is sitting in the library trying to concentrate on his work. However, due to endless amounts of distractions he fails to do so. Different shots of those distractions are shown (i.e. a paper-ball being thrown at him, people laughing etc.). To eliminate all of these distractions, he pulls out an iPod Shuffle from his pocket and plugs in his earphones. He then wears his earphones and presses play; once he does that he closes his eyes and opens them again only to discover he’s been transported into a garden along with his laptop. He then smiles and continues his work with ease. The final scene is of the Apple logo along with the slogan ‘Think Different’.

Persuasive Technique: Potential issue being solved. When the viewers see that an issue they relate to is solved using an iPod Shuffle, they would want to own that product in order to achieve that. Moreover, almost all students listen to music during school hours, therefore the scenario fits well. Also, the fact that it blocks out the noise will appeal to them.

Line of Appeal: Different world. The fact that the iPod Shuffle can virtually transport you into another world is attractive to young people as they thirst for something different. This is because they are full of imagination at this young age. 

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Presentation Pitch + Storyboard:

iPod Shuffle Presentation Pitch

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 ↓  Presentation Notes  ↓ 

- Developed Idea -

Directly after we presented our idea we received constructive criticism from our classmates. One of them stood out in particular; it was not following Apple's signature way of producing adverts. Therefore, we decided to alter our idea based on Apple's signature. Below is the storyboard in which our developed idea is explained in more details:

- Final Product -

- Evaluation -

We were put into groups of three to make an advert. Our chosen product was the iPod Shuffle 4^th Generation. This is because we owned the product thus making it possible to make an advert with. Other options included watch and glasses. Our very first storyboard for the iPod Shuffle was presented to our class in which we received feedback on. It was about a student trying to do his work on his laptop in College but not able to concentrate. He then takes out his iPod and earphones and turns the music on. He then closes his eyes whilst enjoying the song and when he opens them he's transported to a park. He then continues to work and ends up completing the assignment. One of our classmates stated that Apple has its own unique way of making adverts for their products and that our idea clashes with it. We, however, argued that we were striving for originality.

In any case, we ended up shooting part of the storyboard and tested it by editing it prematurely to see if it's working out. Turns out it wasn't as great as we envisioned it, it was nowhere close to professional standards. Therefore, we decided to take on our classmate's advice and draw up another storyboard similar to Apple's signature adverts. We conducted a brief research in which we watched a few Apple adverts; all had one thing in common: CGI. The background would always be white and the product would be shown through computer generated imagery. Therefore, we had to think of a way to imitate their CGI manually. Since we didn’t possess the resources to play around with CGI, it had to be made manually. Therefore, I thought of using a cup and painting it white whilst having it stand on a DVD package that can twist around. The background was white cardboard. In any case it turned out to be a success overall. Despite being proud of our final product, I couldn’t help but notice a few improvements to be made. However, I will be evaluating the positives first.

The soundtrack fit perfectly with the advert, this is because I used one of Apple’s original soundtracks. When I was searching for a soundtrack I was looking for something professional with a hint of intrigue; however I couldn’t find the perfect one until I came across Apple’s Falcon Hero. It fit my description which is to be expected as I was advertising their product afterall.

The theme of our advert was consistent and matched Apple’s. In order to achieve the movement of some shots, I painted a Nutella cup in white acrylic paint; I then placed it above a CD pack that can twist; finally, I used white tack to secure the iPod Shuffle on top of the cup. All I had to do was press record and swiftly move the CD pack accordingly. This idea lasted me for only a few shots; I needed a variety of other shots which couldn’t be achieved using this method alone. Therefore, I risked recording one shot using my hand and no tripod. It turned out to be okay; however, one of my classmates mentioned that it was a little shaky. Nonetheless, it was a much needed shot in order to include a variety. All shots turned out to be a little grainy which could be blamed on the poor lighting. Despite using two neon lights on either sides of the iPod, it still managed to turn out grainy. Also, the quality was more of 480p than 720p. This is because I mainly used the 1100D rather than 60D. Using the 60D would require me to constantly adjust the focus and settings; whereas, with the 1100D I just had to adjust the focus.

In terms of camera angles, I mainly used extreme close-up. This is because, as expected, Apple uses this angle mostly. Most of their products are small which requires them to zoom in in order to show the features and details. Therefore, all I could do was play around with the iPod and re-position it every now and then. Moreover, some angles are unachievable as they are obtained using CGI. For example, when I wanted to show the VoiceOver button, I used my bare hands to zoom in (which turned out to be a little shaky); therefore, I only used that shot to balance the advert and not have it monotone. This is because Apple adverts have a variety of shots in which some are static and others not. However, most of mine turned out to be static.

One of the drawbacks was the fact that we didn’t have CGI to produce our advert. Rather we had to resort to manual CGI (if it even exists). Therefore, we were restricted from the start. We didn’t have much to explore and produce. However, looking at the final product makes me feel proud for being able to even achieve that level of production.

As mentioned earlier, one improvement includes the quality of the shots. I may have successfully achieved the style of Apple’s adverts; however, just by watching our advert you can tell it was made by a student. This mainly comes down to two factors: quality and CGI. Two factors we’ve failed to perfect.

At some points, I used images instead of footage. This is because I couldn’t play around with the camera angles as much as I would have wanted to. Therefore, I took photos that looked professional enough to make it onto our advert. Apple doesn’t use photos in their adverts but I was able to make it pass through. Therefore, another improvement would be to not use photos within our advert.

Overall, the process of setting up our manual CGI was simple but of a slow one. This is because it took time to think up of an alternative within one night. But it was achieved nonetheless. Also, the quality definitely needed a boost as it wasn’t as clear as 720p. Staying on the topic of quality, the lighting could have also been increased but I didn’t have the appropriate equipment in order to do so. All in all, it was one of the best products I have ever produced.

Animation Timeline

(1) Zoetrope - 1834

Inventor + BackgroundWilliam George Horner invented the Zoetrope back in 1834. He was a British Mathematician. Initially, he named it Daedaleum which means "The Devil's Wheel"; however, a French inventor called Pierre Desvignes renamed it to Zoetrope which is Greek for "Wheel of Life". The Zoetrope first appeared in England (1834), then France (1860), then the United States (1867). Invention DescriptionA Zoetrope is a 19th century animation toy (invention) in which it consists of drum-like structure with a series of images put inside. It's also considered to be a pre-film animation device or an early form of motion picture projector. A series of images are drawn in this drum-like device; once it's spun, it creates an illusion of motion. It has slots between each picture which is used to see through. More than one person can see the moving images at a time. These images are static yet each represent a different movement. For example, a horse is drawn standing on four legs but the next image is of the horse on two legs thus giving the illusion of motion when spun quickly.The idea of the Zoetrope revolves around the concept of persistence of vision. It was first noted by Peter Mark Roget in 1820; the idea is about how long the retina retains an image. For example, if you see a light flash every tenth (or less) of a second you will see it as a constant open light; this is because our eyes perceive it as a continuous movement. However, between every image there should be darkness, this is because if you happen to look into the Zoetrope from the top rather than through the slots you will see blur. The slots of the Zoetrope create the darkness needed to interrupt the white images thus creating an illusion of motion. When spun, the slots generate flashes of light creating a strobe and persistence of vision is a stroboscopic effect. Therefore, the Zoetrope uses this concept by drawing different movements on different images and spinning it bringing it together. 
Inventor + Background
Eadweard James Muybridge was an English filmmaker, photographer and inventor. 

(2) Eadweard Muybridge - 1877-78

(3) Windsor McCay(4) Felix the Cat(5) Walt Disney(6) Oliver Postgate(7) Aardman Animation(8) First Computer Animation (Tron)(9) Pixar(10) Attack on Titan

Favoured Animation Type: Anime (Japanese Animation)

Chosen Anime: Attack on Titan (Shingeki no Kyojin)

Year Made: 6th April 2013

Clip: Episode 1 (towards the end).

Plot: "The story of Attack on Titan centers around the adventures of Eren Yeager, his foster sister, Mikasa Ackerman, and their childhood friend, Armin Arlert. After the wall which protects their hometown of Shinganshina is breached by Titans, Eren watches in horror as one of them eats his mother. Vowing to kill all Titans, Eren enlists in the military, along with his friends."

Reference: http://en.wikipedia.org/wiki/Attack_on_Titan

This anime is simply epic. From characters to emotions to narrative. It is one of the very few that has successfully captured real-life emotional distress; including loss and war. Other than the fictional characters (Titans), this anime achieves the raw emotions of war. It's able to crawl under your skin whilst temporalily numbing your mind. Just like Hollywood action movies, Attack on Titan makes the impossible seem possible. Who would imagine a world at war against Titans? Foreign creatures that spontaneously, and without purpose, appear to eat, kill and crush humans. 

What really drew me in was the familiarity of the Titans. I once had a dream, as a child, of being watched from my bedroom window by a huge human that resembled a Titan. I later knew it was inspired by an animation I had watched the night before called The Big Friendly Giant (The BFG). That explained the nostalgic feeling I had. Nonetheless, Attack on Titan is on a whole new level of awesomeness. It captures, what I would imagine to be, the real emotions someone would feel when seeing a Titan in real life. It shook me. I began to believe they actually exist, just trapped somewhere in a mountain thawing to get out. Some believe in immortal vampires, I choose to believe in Titans. 

Beyond these personal points, I will begin to criticise and analyse the success of this unique yet nostalgic anime.

Style of Animation

The style of animation is very realistic. I enjoy this type as it generates emotions that can only be produced by real-life films. When watching you don't feel as though it's just a 'cartoon', rather realism. The attention to details is incredible; the facial expressions draw you in almost instantly. Sweat-beads are even drawn to show the seriousness of the situation. The way in which the characters have shock-stricken face expression also adds to the effect. Beyond that, you have the way in which the characters move about very smoothly; you'd think CGI was used. Moreover, when Eren's mum was eaten, blood spilled into the air and the way it was drawn was sickly breathtaking. It was slow-moed showing the blood floating the air for a few moments. It was very effective and added to the mood.

Sound

In terms of sound there are two things to address: voice-over and music. Generally speaking, the voice-over was awesome as I didn't feel as though it was voiced, it helped make the anime even more realistic. The emotions conveyed through their voices was very real and emotional. When Eren screamed seeing his mum being eaten, it was blood-curdling. It was as though the voicer was truly in pain, you could hear it in his voice. As for the music, the soundtracks used were different than what I usually hear when watching anime. Again, it was one of those factors that majorly contributed to the realism of the anime. When it came to a serious situation, the soundtrack would re-enforce the thrill in it all. When it came to an emotional situation, the soundtrack would make it that much more sad. Therefore, the music helped complete the final effect on the viewer. 

Narrative

Storylines are what keeps the viewer engaged and entertained. Therefore, it is very important to ensure that it isn't repetitive or typical - something they can predict. Attack on Titan has a very unique narrative which could explain why it drew in so many people. Even non-anime watchers watched it simply because it was action-packed. Without a good narrative, the production won't succeed. Rather than just focusing on getting the storyline through, Attack on Titan pays attention to how each character would react to a situation. Therefore, it was a success.

Intertextual References

As mentioned earlier, Attack on Titan seems to include The Big Friendly Giant as an intertextual reference. The idea of Titans already exists. Who knows what it might have been inspired by, but it does resemble The BFG. In The BFG, there are many unfriendly giants up against one friendly giant. In Attack on Titan, there are many unfriendly Titan up against one friendly Titan. It sounds very similar in terms of characters. There are other intertextual references, however I seem to have stuck to this one in particular.

Why is it so successful?

Overall, I think it's very successful as it pays attention to every aspect of the production; from characters to sound. Because of that, it increases the success. Just like a puzzle, each factor fits well together to make the entire picture. 

***

(1) 1824 - Peter Mark Roget

Peter Mark Roget discovered that it takes the eye fractions of a second to replace a certain image with a succeeding one. This discovery helped him create the Thaumatrope; a toy popular in the 19th century. It consists of a disk (round object) resembling two sides of a coin, with an image on both sides. A string is attached to both sides as it is spun. Both images begin to merge and create motion picture.

One of the obvious advantages for this is that it started the evolution of animation. Without it animators wouldn't have continued to experiment and add to its evolution. From this, children were provided with entertainment that appealed to them. Moreover, its existence was an inspiration for many to build on.

How Animation Has Developed

TV Advertising (Task 6)

Task: Answer the following questions using the ASA website.

1. Explain who regulates TV advertising in the UK?

The Advertising Standards Authority (ASA) are the UK's independent advertising regulator.

2. Explain the process of how to complain about a TV advert which you thought was offensive in some way. 

First and foremost, you must ensure that the advert you want to complain about is within their capacity. This means you'll have to check their list and see if the advert you want to complain about fits in any of them. To see the full list click here. This could include magazine and newspaper adverts.

Once you've ensured the advert is within boundaries, you can then submit your complaint either online, telephone, text-phone, or mail (letter).

They will then provide you with the name of the person that will be handling your case. This person will be your means of contact.

Rest assured, the names of those complaining will be kept confidential from the advertisers.

Depending on how major the mistake is, ASA can either resolve the issue quickly or, most dreadfully, in a long process otherwise known as - investigation. If the mistake is minor, ASA will request of the advertisers to tweak the advert ensuring the removal of that particular offensive content. If not, a formal investigation will take place.

A formal investigation includes a meeting with all those involved - yes, that includes the defendant too. The ASA council will have to rule on the matter. The complainant, advertiser and possibly broadcaster will be recruited for the dark hour (investigation).

The ASA council will then give both the advertiser and broadcaster a chance to prove their innocence by providing evidence of their claims and possibly justifying the offensive content. 

Towards this stage, the ASA council will be in a process of decision. They will lay out everything and consider all facts and decide whether the advert truly breached the Advertising Codes.

On a (Wicked) Wednesday, ASA unveils their rulings to the media.

Let's not forget about the much-deserved punishment. If it was ruled to be a breach of code, the advert is expected to be amended or worse - withdrawn. If none of the options are implemented, the ASA will see to it they do. Go Team ASA!

Celebrating too soon? Worry not, for the ASA team aims to be ethical in their ways. If the complainant or advertiser feels the ruling was misplaced, they can then request a review of a ruling through the Independent Review Procedure. 

3. Watch this controversial advert.

4. Explain what happens in the video.

"Bono, George Clooney, Jessica Alba, Idris Elba and more unite behind ONE's new campaign to help focus the world's attention again on the famine and food crisis in the Horn of Africa." *

* Extracted from the description box of the advert video.

All people mentioned above are shown saying the F word. All throughout the advert, this swear word is being censored. They are spurting information about the rising issue famine. How it's a man-made issue and whatnot. Also, how there is a solution that we can come together as ONE and fight against it. Y'know, that typical call for help when these celebrities have the money to "fight" against it whilst we average people are still struggling with taxes. 

5. Explain why this advert was banned.

Simple. It contained inappropriate language. Despite it being "censored" they actually included that taboo word. It breached the Advertising Codes by including inappropriate content. At first, you think they're swearing. Then then mention Famine - which starts with F. Then it has you thinking, oh so they were saying famine all along (inner thoughts - what dirty mind I must have). But soon enough, one of the celebrities says "are you beeping kidding me?!" 

6. Do you think the regulators were right to ban this advert? Back up your argument with clear points.

Yes, I think they made the right decision. Despite having the actual offensive term censored, it was obvious what it was. This is because once the man said "are you beeping kidding me?!", one's mind automatically replaces that beep with the offensive word. This specific term is used almost everywhere, including movies. Therefore, censoring it was unnecessary. In fact, including it was pointless. 

Using celebrities, whom young people look up to, and having them say that word is wrong. Saying it that easily would allow young people to think that this type of language is okay to use or that it makes you look cool (just like the celebrities).

More to the point, many parents would raise their children with caution in regards of the language they use at home; and all of a sudden, an advert pops up throwing the word in one too many times. 

Also, the cause of the campaign (advert) was a real-life issue, something you would want to seriously convey. Therefore, using that term all throughout made the advert that much more irresponsible. Rather than giving a vibe of seriousness, it gave a vibe of trying too hard to relate to viewers.

7. Summarise your main points. 

The ruling of the advert was spot-on. It breached the Advertising Codes by including inappropriate content, more specifically, inappropriate language (the F word). There are many reasons as to why it may affect people, more importantly young people, negatively. One of which is the idea of casually using this type of dialogue. Besides that, the advert failed at sending their desired message, which is to open eyes to a serious rising issue in Africa - famine. Rather, it made it look comical. 

TV Advertising (Task 4)

Task: Analyse three different TV adverts and state which persuasive skills and lines of appeal have been used.

1. Vintage Barbie Commercial

• Product Name: Barbie
• USP: The fact that Barbie has changed

This advert uses childhood as its line of appeal. This is done by showing the latest Barbie doll being sold in stores. It appeals to young girls as they're interested in dolls. Moreover, the advert shows a close-up of the doll and explains her new 'exciting' features such as her long lashes. 

One of the persuasive techniques used was a rhetorical question: "Have you heard what's happened?" Directly after that they answer the question with: "Barbie's changed!" This appeals to young girls as they would want to get the newest doll ever. Throughout the entire advert, the information was given through a song. Again, this is something that would catch a girl's attention. This is because children have a really short attention span; therefore, using a melody to convey the message will, no doubt, appeal to them.

Its unique selling point is the fact that Barbie has changed. It informs girls their current Barbie dolls are outdated. For that reason, girls would be intrigued and interested in purchasing it.

Sellers target specific points that help stir something within people. For example, desires. This advert updates the girls on their dolls - their desires. They would want to update theirs to show off and play with. Therefore, it is very effective. 

Moreover, it mentions how they can swap their current Barbie's with the new one by going to the store and exchanging it. It does mention a small amount of money to be given in order to obtain the new Barbie. However, girls would be excited to exchange their Barbie's they wouldn't pay much attention to the price. 

2. John Lewis Christmas Advert

• Product Name: John Lewis
• USP: Complete Happy Family

This advert uses happy families as its line of appeal. This is done by showing a child who receives a penguin toy as a Christmas present. This toy symbolised the coming together of the boy's family as the penguin was a female brought to complete his male penguin toy. It depicted a complete happy family gathered to celebrate Christmas. 

Therefore, it showed how M&S has the power to make a family happy. Like this, viewers will become attracted to that notion as they aspire to become a happy family. Adverts tend to feed on desires and/or needs as their base line of appeal.

Moreover, they used a Christmas theme; something many people enjoy watching. Everytime Christmas approaches, people get excited and happy. This is because it's a season in which happiness bestows upon families and friends and brings together a sense of purpose and harmony. Many things are done in Christmas, like visitation of family or friends, events, parties, celebrations etc. It is a time in which people take a break from the long year and celebrate what has come.

Therefore, sharing people's happiness through an advert is a line of appeal in itself. It reinforces their excitement and anticipation for what is coming. In that way, potential consumers will have a purpose of purchasing products from that brand.

3. Marks and Spencers Christmas Advert

• Product Name: M&S Food
• USP: Good quality food

This advert uses rich luxurious lifestyles as its line of appeal. There are no words included; however, it shows moving images of both sweet and savoury foods. Some are in slow-motion which gives the viewer time to take in the beauty of it. The foods shown are of high quality thus promoting rich luxurious lifestyles.

One other thing is that it uses music to communicate that luxurious life. It was a classic soundtrack that was very effective; no words were needed. It communicated the quality of the food in a simple yet elegant manner.

Moreover, rather than advertising all of their store (as they sell clothes, shoes, cards etc.), they opted to focus on the food mostly. This is because it's a Christmas advert (as indicated in the title); therefore, food is the very thing that brings the family together at the table. When asked, most people include food as their favourite part of Christmas. Using food alone was a smart thing to do. Christmas is the one time where people can truly let go of their diet and lifestyle in order to indulge and treat themselves with tasty food. Therefore, their focus was a technique in itself as they targeted what most people desire - food.

TV Advertising (Task 2)

Task: Find examples of an advert which fit the persuasive techniques used. 

1. The Anecdote: Personal experience or story which is sold to us as proof.

KFC Christmas Advert 2014

At first, you see the words 'The boy who learnt to share'. Then you see shots of this young boy who is used to being selfish. When his little sister and him see the snow outside, they attempt to build snowmen. However, the boy had a bigger snowball as he took most of the snow. Another scene shows his mother being soaked from the rain because he handled the only umbrella they had. And so the shots continue until they order from KFC. He is shown hugging an entire bucket of chicken to himself until he sees his family sharing the food. So he offers his chicken to his little sister.

This simple anecdote shows the story of a young boy and how he enjoyed being selfish until his family shared their food which made him feel left out. Therefore, the moral of the story is that KFC helps bring the family together, and that is what most families thrive for every Christmas - a complete evening dinner with the family. The persuasive technique was used effectively as it targeted what most people desire - family connection. Therefore, an anecdote is useful when you want to relay a message in a smooth way. Stories captivate people, especially when it revolves around someone or something viewers relate to. 

2. Adjectives: Crisp, fresh, healthy, nutritious, etc. 

Birds Eye Advert 2011 

At first, a woman is seated on a restaurant table. Someone at a nearby table puts down their menu revealing a polar bear. He then says "Buonasera (good evening) Jennice. One night, fresh seafood, perfect. But this time tomorrow you'll be back in Bromley. It's okay, Emperor Prawns. They're plump, they're pink, they're juicy. It's like the holiday never ends. Ciao (goodbye) Jennice." He then waves at her and the woman waves back.

A simple advert that shows the viewer that once you get home it's the end of the seafood experience. That it's a one special night that may never be repeated thus not having the opportunity to eat seafood any time soon. Shortly after, he swiftly introduces Birds Eye Emperor Prawns and he continued to describe it with three main adjectives: plump, pink and juicy. The use of this persuasive technique is effective as it reinforces the visuals. In adverts, you would usually brush past how crispy or succulent something can look; however, when your attention is brought to it, you then begin to further envision how it would taste thus putting it into your conscious mind. 

3. Repetition: Key points, positives about the products, themes, etc.

Audrey Hepburn: Galaxy Chocolate Adver

This advert uses a recurring theme all throughout - vintage. They use the presence of Audrey Hepburn (classic actor) to their advantage. This is because not only does it show how Galaxy was loved back then, but also the Audrey Hepburn liked it. She's an admired actor in which many people look up to. Therefore, using her was effective. 

The theme proved to be effective as it was different than most of the adverts. This is because most adverts are based in modern times. So including a classic actor will most likely attract people's attention. There is this feel about classic days, a feel of honour of what people went through in order for us to continue living on in this world. Therefore, this theme relates to most people.

4. Statistics: Often presented as factually accurate but are a bit dubious at times.

Dettol Advert - Sunday Roast

At first, you see a mother preparing Christmas dinner. The children along with the father are waiting in the other room. When it was time to put the food on the table, the mother done exactly that - she placed the food directly onto the table rather on plates. When she called the family to dinner, they were perplexed and undoubtedly confused. Directly after that, the following statistic is presented in a voice-over:

"...And because it kills 99.9% of bacteria your surfaces are so clean you could eat your dinner off them."

This brand of product usually uses a specific statistic that isn't necessarily 100% true. This statistic is presented towards the end of the advert, as explained above.

Satistics are used to reassure potential consumers; what it does is that it reinforces the truth - for the most part. Consumers prefer to see the product's uses in order to be convinced. Therefore, adverts utilise its capabilities by including it.

By mentioning that it kills 99.9% of bacteria is close to 100% which provides the consumer a vision of possibly the most effective antibacterial spray out there.

5. Facts: A statement that is true and can be proven. 

Child Poverty in the UK (2014 TV Advert)

The advert shows a fairly old man talking directly to the camera (addressing the viewers) and explaining some facts in the UK. All throughout his speech, shots of young children are shown to either be starving or freezing from cold. You then hear him say:

"In the UK today, some people face a real choice between heating or eating... And that's not right." 

This charity advert uses a fact that enforces truth within it. Like this, viewers would empathise with the children of UK. Facts help support a point, as seen above. The fact is vague but effective; this is because viewers would empathise when they realise they cannot relate. Therefore, they would feel privileged not having that issue/dilemma. 

This advert enforces the technique of empathy and compassion. A useful technique to urge viewers into donating. Not only that, but rather than using a statistic (that may be factually accurate yet dubious at times) they opted for a real fact, as seen above. This helps show the viewers that hey are, in fact, purely promoting the campaign by telling the truth. Also, they get to the point rather than beating around the bush. They make their objective clear from the very beginning. This helps show that they are indeed in need of urgent support from people.

Therefore, using facts to promote campaigns specifically helps to make it more of a success.

TV Advertising (Task 5)

Task: Watch a series of adverts and identify as accurately as possible the target audience for each, provide a link and give explanations to back-up your conclusions about why the advert appeals to the specific demographic. 

1. Modern Birds: The ASUS Transformer Book T100

The target audience for this specific advert is from B to C2. This is because the product being promoted is not as pricey as a gadget would normally be. However, it doesn't appeal to the lower group as it requires of you to have an income that can be spent on it. This is because the product costs £299 which the employed can afford. Moreover, the birds in the advert were shown to be juggling their work and budget; therefore, the target audience excludes A. This is because they have enough money to not struggle with their budget. This advert also states the benefit of purchasing this product which is less time-consuming. Looking at the target audience, they would be interested as it would save them a lot of time in their work, possibly. Which, ultimately, improves their lifestyle by having not to work extra hours because of their 'old school' ways (as mentioned in the advert).

Other than social class, this advert is aimed at 30-55 year olds. This is because, they would be working full-time (mainly) whilst needing assistance with their daily work. Evidence of this is that the advert showed birds that are middle-aged, not old. Moreover, younger people would not be able to afford the gadget even if they're working part-time. This is because they would still be in education thus spending money on much-needed expenses leaving barely anything for such gadgets. Anyone older than 55 may not be interested in the product as the younger generation are more used to it than anyone; mainly because it was introduced in their time. Whereas, older people would still be hanging on to their old ways and what they grew up with. 

The gender in which the advert is targeted at would mainly be males. Not only does the voice-over (male) prove my point but also the animals that were shown to be working. All animals excluding the geese were males. This is because males are the main breadwinners within a family which means they are the main source of budget thus having the money to buy it. The geese were females shown to be shopping whilst the voice-over mentioned how if you monitored the expenses your family is spending, then you can afford the gadget. This enforces the fact that 90+% of women do the shopping for the family which, again, shows how the males are the main source of money. 

The targeted demographic would be the city. This is because the birds were shown to be wearing suits and having phones with them along with other gadgets. Living in a countryside, you wouldn't see such a thing. Moreover, most jobs that require gadgets are located in the city. Finally, this advert seemed to target heterosexuals.This is because all throughout you would see heterosexuals living their life. No special indication was included to show that homosexuals were the target.

2. Volkswagen Passat Advert

The main target audience for this advert is A. It's not difficult to identify as it shows the life of an upper class. The voice over also states how this one man riding the Passat has it all: the money, wealth and power. All throughout, the elegance of the ball reflected the elegance and worth of the car. Only the A class can afford to go to such balls with such an expensive and elegant car. Only the upper class live this lifestyle. The age in which the product is aimed at would have to be 35+. This is because the man headed back home to his family to watch a movie meaning he would be working successfully and success usually comes later in life.

The targeted gender seem to be males. Not only are they generally interested in cars but they tend to be the main breadwinners thus having their options open. Moreover, both the voice-over and the man used in the advert were males which makes it even more obvious who it's mainly aimed at. As for the demographic, it was in a city but in a more posh area where you would normally see other impressive cars. This is seen all throughout the advert in which the man was driving through clean and sleek streets.

In terms of lifestyle, I'd say it's targeted at those who are used to living this type of life. This is because all around there were rich people celebrating and wearing all sorts of expensive clothes and jewellery. This means that they live a life of elegance that includes cars. As for sexuality, it seemed to be aimed at heterosexuals. Despite not showing the man's partner, the ball in which the upper class people were in seemed to be heterosexuals. Women were close to men and vice versa. Moreover, the voice-over made it clear that the man in the car ditched the ball meaning he was invited thus relating him to heterosexuality.

3. British Airways Advert

The main target audience for this advert is A to C1. This is because it showed a man that was wearing a blazer along with a pair of jeans. This means that the blazer combines Classes A and B along with the jeans Class C1. Just by looking at what he's wearing, you can tell who it's aimed at mainly. Also, it showed how the people in the airplane looked and dressed well. As for age, it's aimed at 30-50. This is because the main man in the advert seemed to be in his thirties. Also, the people in the airplane were between that age group. This may be because that certain age are employed and are generally in good health to be travelling unlike older people who tend to be advised by their doctors not to travel. 

Despite having a man as a main character, it was targeted for both genders as the people in the airplane included both men and women. In terms of demographic, I would say it was targeted at those who live in the city. This is because city people tend to travel for different reasons. Airports are located away from the city (for space), however, mainly people from the city board this planes. Moreover, people in the plane looked to have gadgets which city life is all about. Living in a countryside, you wouldn't really be investing in such products due to the lack of its benefits. 

As for sexuality, I'd say it was targeted at everyone; not so much niche. This is because the main man in the advert didn't have a partner. Also, the other people in the plane were all sitting alone. This could have been done to indicate the flexibility of the offer. Finally, it was aimed at those who tend to travel a lot. This is because it focused on communicating the good engines behind the plane and the service provided such as comfortable chairs that could turn into beds. Therefore, this advert would appeal to those who travel a lot. 

TV Advertising (Task 3)

Task: Write a brief essay explaining the similarities and differences between the old and new toothpaste adverts.

[- Links -]

Old Toothpaste Advertisement

New Toothpaste Advertisement

Throughout the years, advertisements have changed as seen above. However, just by looking at all lists you can see that the similarities are more than the differences. This indicates unchanged ways within adverts. So in some sense, they infuse classic traits that, without a doubt, prove to be effective. 

The use of colours in the new ad as opposed to the old one may seem more effective; however, back then people were used to black and white just as we are used to colours. Therefore, the difference isn't as much as it seems to be. 

Similarly, the pace in both adverts differ; however, as the years pass by, people have become used to faster paced motion. Therefore, it doesn't make that much of a difference. This is because people back then would have been easily disorientated by the fast pace of today's adverts. Different times do, in fact, bring along different ways. 

Both adverts use dentists to assure the viewers/ potential consumers. The old advert mentions an ingredient (Sodium Ricinoleate) that is highly used by dentists to maintain a healthy gum. Before that you see a bar chart mentioning how the majority of tooth loss is caused by unhealthy gums rather than bad teeth. This immediately shows the consumer this toothpaste product is an ideal solution to their newly-found problem (risk of tooth loss caused by unhealthy gums). 

Similarly, the new advert mentioned how Colgate is the No. 1 brand of toothpaste used by dentists. Not only does it assure consumers, but it also shows them that professionals approve of it (the product). Like this, they know it's been used previously without issues. Therefore, they would feel comfortable in both buying and using it. 

If unnoticed, both adverts also use women. There are many reasons as to why they may have; however, judging from the fact that it hasn't changed in years, I'd say it's effective. Studies show that over 70% of women do the shopping for the family. Therefore, using a female would appeal to women. Also, both women were socially-constructed beauties; therefore, women would be interested in purchasing the product in order to become as attractive.

Repetition was used in both adverts. You would think it wouldn't be used in the new one but it is. Repetition can be irritating, but it can also weave information into people's minds. Usually, people ignore adverts out of boredom. This is because TV adverts are placed between intervals of programmes. Therefore, people would be frustrated from being interrupted. So a good way of keeping information in people's head is repetition. This method is also recommended for students to memorise information. As a result, potential consumers would remember the information nonetheless. 

Overall, advertisements use different techniques to appeal to potential consumers. Some techniques have been maintained throughout the years; whereas others haven't - for good reason, I'd say.