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.

TV Advertising (Task 1)

1. Explain what TV advertising is.
TV advertising is the promotion of products, brands and/or charity that can appeal to the viewer. Some products are promoted specifically for the channel; for example, an advert regarding a movie that will be aired on a certain time. This usually makes the viewer turn back on that channel. Other adverts consist of product placement. For example, the promotion of Nikon cameras. Charity adverts are also considered to be TV advertisement. However, they are different in the sense that it pleads for the viewer's financial support etc. All in all, TV advertisements are the endorsement of products, brands and/or charity organisations.
2. View three different contemporary TV advertisements and list three characteristics. 

• Products

• Target Audience 

• Anecdote

The majority of adverts use products to promote. It is an essential factor in order to lure potential consumers. However, as mentioned earlier, not all TV adverts revolve around products, but rather charity. 
A target audience is crucial; this is because it helps construct an advert. When the target audience is identified, it is easier to plan and execute the advert. You will know what to focus on based on your target audiences' preferences and interests. In that way, both the advert and product will appeal to them.
Not all adverts include an anecdote, but many of them do. Not only does it engage potential consumers, but it also makes the advert flow smoothly. It helps to promote a product in an appealing manner. For example, using a sob-story to promote a toy usually does the trick. Showing an unhappy boy receiving a toy that turns his frown upside down reinforces the tradition of consuming to be happy.

The Tomb

Video Link:

https://www.youtube.com/watch?v=nBd5MsaxK6s&feature=youtu.be

Pleasantville Effect

To achieve this effect, you must apply the following steps...

1. Shoot your short film with full colour.
You must have colour first in order to key out a certain one when editing; therefore, do not shoot black and white.

2. Upload your shots.
This is a straight-forward step in which you upload all shots onto your PC, open Final Cut Pro and import all shots. 

3. Replicate the shots.
Press the 'SHIFT' button along with 'ALT' and drag your shot up. You will then have two of your shot.

4. Desaturate the below version.
Double click on the shot below and go to 'EFFECTS' > 'VIDEO FILTERS' > 'IMAGE CONTROL' > 'DESATURATE'. 

5. Key Out A Colour of Your Choice.
Now double click on the top version and go to 'EFFECTS' > 'VIDEO FILTERS' > 'KEY' > 'CHROMA KEYER'. 

Go to the 'CHROMA KEYER' tab and press the 'SELECT COLOUR' button. Press the colour on the video that you wish to key out. 

Now untick the boxes for 'SAT' and 'LUMA'.

6. Now Render ALL Footage.
Press 'CMD' and 'R' to render both audio and video. 

7. Export Your Masterpiece!
This step is self-explanatory, just export your work of art.

For more information on how to achieve this effect, watch the video below:

https://www.youtube.com/watch?v=BjJ0RT_0Q6Y

Speed Ramp Effect

The process in which one achieves this effect is simple and easy. There are minimal steps to follow. First you must film an action that will look dramatic when slow-moed. Second, import it onto Final Cut Pro (FCP). You then select a specific part of the clip that you wish to slow-motion. Long press 'Speed Tool' and then select 'Speed Tool' once again. Once you've done that, play around with how slow you want it to be and voila. 

For detailed information how to achieve this effect, click below:

https://www.youtube.com/watch?v=ZhpsXaBFQYE

Five Ways to Organise Clips in Your Browsers

Final Cut Pro Tutorial 

1. Rename Clips

To do this, you must press on the chosen clip. Simply rename it appropriately; in this way, it'll make it easier to find the clip you need. 

2. Colour Code

Right-click a clip and press 'Label' and a list of colour options will appear. Pick any according to a rating of yours. Like this, you can identify which clips you want and which are back-up.

3. Organise Columns 

You can drag the 'Good' column all the way to the left to organise your clips. Pressing on the good column will produce a tick next to the clip. In this way, you can see what clips are good to use. 

4. Create Folders (Bins)

Right-click anywhere on the browser and press 'New Bin' and voila. You now have a folder in which you can place your clips in. Different bins can be made to hold different clips in order to differentiate between them.

5. Create Folders in Folder

This is simple; all you have to do is open a bin and press right-click then 'New Bin' once again. A great tip is to colour code the bins within the bin. 

And there you have it, five ways to organise clips in your browsers!