create a plan for cross media advrtising in response to the brief
advertising plan
number of different components, but don't need to create all of them
eg. social media plans, create instagram one
13 18
no. 4 - plan and do pre prod and pro of tv ads
what makes a tv ad effectie
30 to 45 seconds
fast paced
memorable
slogan
logo
billboard
consistent brand identity and reinforce the message
is it affective¿ all research done earlier in the unit
familliar logo and repitition of slogan
target audience - primary and secondary
whats useful in other drink ads ? eg. recognisable ads
jingles and music
editing and other technical things
movement
audiovisual
location
props
characters - who we're representing
clothing
what story are we telling and how are we selling
justify target audience
monster energy 'makes one seem cool' - come up with a similar idea
girl getting the drink every morning - she's unique but attractive
everyone else is in black and white and she's in colour\
party setting
considerations when planning include: consistency of brand message across platforms
notes on tv ads
research tv ad codes and conventions
-slogan - story - catchy jingle or song/ soundtrack - logo -all combined convay the message
ads in general
ads for drinks as competition to our product fizz wizz
back to the future
legal and ethical constraints have to be considered=
preproduction
tv ad scenario - then storyboard
shot of the bus
ellie is main character
black and white depth of field
Treatment
starts black and white with diagetic sounds only (bus etc...)
1- out of bed
2- brushing teeth
3- eating breakfast
4- packing bag (water bottle) and school book
5- "bye mum"
6- train or bus shot
7 - far out shot of girl walking to school
8 -buys water from canteen
- this boring black and white morning routine (with diagetic sound) is repeated many times and gradually shots decrease in length.
- then the shot slows down again (once boring routine is recognised) and instead of reachoing for water the girl notices a new drink and out of curiosity tries it.
- camera zooms onto the can being opened (this is heard through diagetic sounds in the setting)
- she takes a sip
- the girl suddenly beaks the 4th wall and cheesily turns her head in a campy retro style with her eyes wide and the music plays.
- suddenly the funky music starts and she becomes a retro neon brightly coloured eccentric looking gal.
- the routine is repeated now with extremely funky music. There's more energy in the gal and she's more confident walking in da streets.
- shot of girl jumping up cheesily with the drink
- music
no makeup for boring routine
hair in ponytail
music should appeal to the nicher retro audience instead of a mainstream audience
Legal and ethical issues
My production team are planning an instagram post, bus poster, poster and tv ad for 'Fizz Wizard'. The range of crossmedia advertisements is key in targetting the range of audiences (retro and young audience in particular).
The ethical issues involved in the tv ad include the timing of which the advertisement will air. The content of tv advertisements is regulated by the ASA, and certain standards are expected, to determine whether or not it will air pre watershed. The watershed time (9'oclock) is not a legal standard, but rather an ethical one that is put in place by the ASA to regulate the content exposed to the public. We need to make sure that our ad abides by the ethics that allow for a pre watershed tv ad (considering the range of ages we're targetting). Without a prewatershed advert, we will miss the majority of under 18 potential consumers of our product. Our ad must not have sexual content, nudity, foul language or any references to drug and alcohol consumption.
Aside from ethics in regard to the watershed time, we have to make sure that none of our advertisements contain any kind of discriminatory stereotypes, homophobia, racism, sexism and ageism. Ethically we must include a diverse range of people, and avoid misrepresentation of minorities.
For the Television advertisement, we must make sure our soundtrack (music and sound effects) adhere to copyright laws, in order to avoid legal interventions (copyright claims) and ethical problems (stealing other peoples work without giving them financial credit). We must make sure either, we've payed for the royalties for the music and sounds in our advert, or use royalty free music.
Our poster, instagram post and bus poster images and videos must be filmed in locations legal to film in. Some locations (for example St Pauls Cathedral) require permission or fees in order to film outside/ inside. In which case we have to make sure (legally and ethically) that we've payed appropriate fees and received appropriate permission to film and take photos in specific locations.
For the instagram post, tv ad, bus poster and poster, it's essential that our video footage and photos are primary (taken by our production team) instead of stolen from someone else. Legally, this will result in copyright claims unless the videos and photos published are royalty free or stock photos. Ethically, not adhering to copyright laws is disrespectful to artists who've spent their own time, money and talent taking their photos and videos.
Making sure we conform to the sugar tax laws in the uk is a legal and ethical issue, in order to prevent breaking the law, and for the wellbeing and health of the country and our consumers. If our product goes over 8g of sugar, we legally will be taxed extra, and have to charge more in order to gain the same profit. To get around this issue, we will make sure 'Fizz Wizard' is under that 8g of sugar, and well under the recommended daily amount of sugar for children and adults. In order to keep our strawberry lace drink sweet and tasty, to compensate for the lack of sugar, our product will contain some alternative natural sugars.
- how you represent the product - misrepresentation ad trade discription - unproven claims
sugar tax - price chages based on sugar content
trade discription
copyright photos - primary not secondary photos public domain? permission to film n front of eg the bank
instagram post
bus poster
tv ad
Poster
intro
asa ofcom 9 oclock code of practice - ethical
briefly outline advertsing products were creating that goes across platforms
explain that for each media sector, there are different legal and ethical issues eg. ads on tv 7oclock vs ocial media vs billboard
explain them and how they'll affect the product abd how ill get around them
tv ad with soundtrack/ jingle
- copyright when using music soundtracks
- how you represent the product - misrepresentation ad trade discription - unproven claims
sugar tax - price changes based on sugar content
ethical issues eg indicating homophonic , ageism, intolernces , celebrating diversity (negative stereotype languager , intolerance, violence, hate, stereotypical and negative representations
tv ad - ofcm industry regularor for tv
code of practice
ipso magazines
asa - advertising standards authority
billboards/ print/ posters
how they impact as well
anaylsing codes and conventions of ads, and competitors
no. 3 - report - distinction level
- general introduction stating why in media prod and crossmedia campaign its important to be aware of legal and ethical issues
- intellectual property rights and copyright
time out magazine (online as well)
refer to 30's retro and 13-18yo audience
series of instagram stories
consistent brand identity
colour palette
logo
fonts
slogan
task 5 vacancies found ND SCREENSHOTS
