2. Research (FMP) (2).pptx
- 2. Existing Product Innocent Fruit Juice Advert The advertisement is shot in an orange orchard which I think is green screened in afterwards. Throughout almost the entire advertisement the brands name is in the entire focus of the screen. As the narrator reads of a descriptive script, ingredients of the bottle lay at the bottom and look fresh and juicy. Slow motion shots of an orange being sliced open with juice running down the side of the orange can be seen as can a slow motion shot of the juice being poured into a glass with satisfying sounds of juice glugging while its being poured. To top it off it finishes with a shot of the orange juice just reaching the top of the glass. Throughout the whole advertisement every prop is lit very well and is in clear focus. The colours suit the ingredients being primarily green and orange and overall, very bright. In post-production sound effects have been added like a grinding on wood sound when the bottle spins on the wooden surface and plodding noises when the orange peel appears once at a time. The narration was, too, added in post- production. The audience feel attracted to buy the product by being tempted by the juiciness of the orange juice and all the health benefits of drinking the fruit juice.
- 3. Existing Product MnS Chocolate Advert The advertisement is shot in a studio presumably surrounded by greenscreens which are later keyed out. Throughout the whole advertisement the clips included are all HD, closeup shots of the food focused on by bright lights to make it appear as delicious as possible. Lots of slow-motion shots and up-close shots of the food which rarely last for more than a second. The music is upbeat yet not fast. Not a word of narration either. The background being black keeps the focus on the food which is bright under the studio lights. The post-production has the video shots line up with the music, especially when the beat drops and the hear explodes into lots of little pieces. Special effects such as the chocolate rabbits melting and forming again. Cuts at the chocolate egg painting and occasionally slowing up and speeding down of the pace of clips. The advertisement attracts audiences by showcasing how the products you can buy at the shop can be used effectively. The food is purposely positioned and recorded in such a way to make it look as delicious as possible using video. The slogan at the end 'Only MnS' is a way to tell customers that food as good as this can only be found at MnS.
- 4. Existing Product Coffee Advertisement This advertisement is shot in a studio. The advertisement starts off with a slow-motion shot added in post-production of coffee beans falling into a blender and being blended into a fine coffee powder. Second shot is of the dust collecting at the bottom of the pot with coffee beans falling around the pot. A second shot of a satisfying shot of the milk and coffee colliding in midair turned into slow-motion added in post-production followed by a shot of the milk mixing with the coffee is the cup. In post they have added 'swooshing' noises as the milk curls around the bottom of the cup. Lighting use has been kept minimal to keep the vibe of the advertisement moody and dark. What the light is focused on when visible is primarily the product itself, the coffee beans. Nothing much is focused on the blender or the cup but the liquid and beans itself. The appeal to the audience is in the focus to the coffee beans. The shots specifically focused on making the coffee appear to be darker and more stimulating than what it really is.
- 5. Research Analysis • What common features do the researched products have? All researched products share edits such as slow-motion shots and reversing shots. All adverts include some sort of added sound effects added in post • What aspects of the research will you include within your own work? I will include slow-motion edits in my product and close ups in my shots. Sound effects that go with what is happening on the screen to go with the advert will also be added.
- 7. Audience research • Observation: 70% of my audience is male and 30% are female • What this says about my audience: my primary target audience is males as I have more opinions from males • How will your product appeal to this audience: My product will include material suitable to my target audience such as dark colours and satisfying sounds and sights.
- 8. Audience research • Observation: 70% of my audience are middle class with 10% being lower and 20% being upper • What this says about my audience: My largest audience is middle class because I have received the most feedback from them • How will your product appeal to this audience: My advertisement will be marketed to be cheap and affordable
- 9. Audience research • Observation: 70% of my audience are between 15-17 years old, 10% being 18- 20 and 20% being 20+ • What this says about my audience: My audience majority is the same age as I am • How will your product appeal to this audience: My advertisement will have content that will attract people aged 15-17 such as popular music and
- 10. Audience research • Observation: My audience is 40% in favour of 'wine red' 20% 'candy red' 30% 'apple red' and 10% 'brick red' • What this says about my audience: My audience is undecided on what colour a cherry is. • How will your product appeal to this audience: My product will include a variety of each shade of red to cater to all the audience
- 11. Audience research • Observation: My audience agree 60% that 'yellow cream' is the best colour for vanilla, then 30% 'canary yellow' and lastly 10% think 'empire yellow' is the way to go • What this says about my audience: Unlike the cherry poll, my audience is largely similar in what colour vanilla should be described as. • How will your product appeal to this audience: I will include yellow cream when designing a tag for my product and in the background of my advert.
- 12. Audience research • Observation: Vanilla is favourite flavour of 60%, cherry takes the remaining 40% • What this says about my audience: They're wrong about drinks and vanilla should take up a slightly larger focus in the advert than cherry • How will your product appeal to this audience: My products main flavour is between cherry and vanilla so either side of the poll will be satisfied from my advertisement
- 13. Audience research • Observation: 30% of my audience think pop songs should be the audio track of my advert, 20% think reggae, upbeat or jazz should be the soundtrack, and 10% think that no music is best. • What this says about my audience: My audience is split on what music should be included in the advert • How will your product appeal to this audience: I cannot make everyone happy so instead I will make no-one happy and use the fast paced and hype music that no-one asked for
- 14. Audience research • Observation: My audience is split 50/50 down the middle on whether an advert should be fast paced or slow and calm • What this says about my audience: My audience cannot decide the pace of an advert between themselves. • How will your product appeal to this audience: My product will appeal by including both fast-paced and slow-motion segments.
- 15. Audience research • Observation: My audience is split 50/50 on whether celebrity endorsement. • What this says about my audience:My audience is undecided on whether celebrity endorsement is important. • How will your product appeal to this audience: My product will not have celebrity endorsement so the other 50% will be happy.
- 16. Audience research • Observation: 80% of my audience feel that a slogan is important • What this says about my audience: My audience need a slogan to keep my product memorable. • How will your product appeal to this audience: I will include a catchy slogan within my advert to keep it in my audiences memory.
- 17. Interviews
- 18. Interview 1 What is the most memorable existing soft drink advert that you can think of, and why? Coca-Cola Christmas advertisement 2010, its memorable because it puts a large focus on the product. What about adverts makes you dislike the product from the get-go, and why? Comparethemarket.com annoy me because Alexander the meerkat has an obnoxious voice. What content would you like to see in a video advert, and why? Actual cherry fruits and vanilla pods What would be a good slogan for a cherry or vanilla flavoured fizzy drink, and why? Chenilla :) What sounds would you like to hear in an advert for fizzy drinks, and why? Fizz, a bottle opening, gulping, 'ahhhh'
- 19. Interview 1 • Observation: My client believes that a successful advertisement needs to big up and focus on the product. A bad advert is one that annoys them by having an annoying voiceover, sounds or characters. The interviewee believes that it is important to have ingredients of the drink in their natural form that appear at some point in the advert. A catchy slogan is paramount to this interviewee, they suggested to me 'Chenilla' as one. Lastly, they believe that sound effects such as gulping, a bottle opening and a refreshing 'ahhhh' is needed in a drink's advertisement. • What this says about my audience: My audience believe that a successful advertisement shouldn't be a chore or annoyance to listen to or watch. They want sounds relative to what is happening on screen. A memorable slogan to go with the drink or on the drinks tag is something that they look for. • How will your product appeal to this audience: I will include everything in my advertisement that they interviewee has pointed out that is paramount to them and, at the same time I will be keeping out everything that they find obnoxious to get extra validation points.
- 20. Interview 2 What is the most memorable existing soft drink advert that you can think of, and why? Christmas advert with the lorries, because its an icon of christmas starting What about adverts makes you dislike the product from the get-go, and why? The singing man from GoCompare adverts because his singing is annoying and so is the character What content would you like to see in a video advert, and why? Something unique that makes the product stand out and makes the advert memorable What would be a good slogan for a cherry or vanilla flavoured fizzy drink, and why? 'Enjoy your day the MistyFizz way' What sounds would you like to hear in an advert for fizzy drinks, and why? Clinking of ice cubes and the opening of the bottle or can. Pouring and bubbles too. Summer day ambience.
- 21. Interview 2 • Observation: My audience believes that a successful advertisement should be different to every other advertisement. It should have a discerning factor that makes it memorable to audience, such as a musical rhythm or memorable slogan. It's also important to this interviewee that the advert must include sounds relative to the video on screen, things such as ice cubes, fizzing bubbles and things such as that. • What this says about my audience: My audience believes that obnoxious singing and annoying characters are a hinderance to a good avert. My interviewee thinks that to make a product advertisement successful it must have a slogan or jingle. • How will your product appeal to this audience: My advertisement will include all the wants and needs of an advert that this interviewee thinks is important.
- 22. Audience Profile Category Demographic Content to appeal to this audience Age Range 15-17 To assure that my advert appeals to this age range I will include music that is popular among these age ranges. Gender Male Content that will be included to satisfy this part of the audience will be dark colours and a moody setting Psychographic Belongers To appeal to the belongers I will make include lots of bottle of the same flavour so that everything is the same. Social Status Middle To appeal to the middle class I will sell the drink as being affordable but not as bad as dirty water
- 24. Research Evaluation • Give an overview of how you conducted your research. Discuss the strengths and weaknesses of each method – Product Research I conducted my product research by taking existing examples of food and drink adverts and dissecting them to point out the good and bad features of each advert as well as what makes them unique and what's similar between them all. I also took notes on what was good in each existing advert and what I would be taking inspiration from in my own advert. This method strengthens my advert by taking inspiration from professional adverts, however it could also be seen as negative because it's not an original idea from me. – Questionnaires The questionnaires were done on SurveyMonkey and were answered by fellow classmates. I wrote questions that could be answered from options A), B) or C) and from that I got my information in nice and simple graphs. From these graphs I can see what content I need to include to satisfy my audience. Positively I know exactly what my audience expect in my advertisement. – Interviews For the interviews I wrote open-ended questions that would supply me with information that can better my advert. The positives of this are open-ended questions leaving me a lot more for to work with rather than an A, B or C question. However, these questions don’t consider everyone's opinion and only a select few. I could end up catering my advertisement to one person as opposed to everyone because it would take too long to interview everyone.
- 25. Research Evaluation – What sort of a response did you get? I got 13 responses to my questionnaire. All the responses that I received gave me satisfactory information that I can use to improve. Almost all the questions answers had a definite answer and only a couple had close answers or dead on 50/50 answers. – How did you distribute your survey? Give an advantage and a disadvantage I created my survey using SurveyMonkey.Com and sent them out using Microsoft teams. Positively, the responses were done swift and easily from Microsoft Teams. However, the questions were only so useful because I could only give so many options to pick from, if I had a text box that could have anything typed into it, I feel it would give me more to work with, unfortunately the text box's a paid feature of the SurveyMonkey website so I could not.
Editor's Notes
- #3: Choose a recent product similar to your own and annotate it Type of image- studio/location, angle, effects, post-production Use of lighting/composition/mise en scene/costume/props/location/colours/fonts etc. Audience appeal- how does it make its audience want to buy/watch/play it?
- #4: Choose a recent product similar to your own and annotate it Type of image- studio/location, angle, effects, post-production Use of lighting/composition/mise en scene/costume/props/location/colours/fonts etc. Audience appeal- how does it make its audience want to buy/watch/play it?
- #5: Choose a recent product similar to your own and annotate it Type of image- studio/location, angle, effects, post-production Use of lighting/composition/mise en scene/costume/props/location/colours/fonts etc. Audience appeal- how does it make its audience want to buy/watch/play it?
- #25: Discuss the existing product research, surveys and interviews
- #26: Discuss the responses you got from your survey Discuss distributing your evaluation digitally