Wednesday, 31 March 2010
Skill Development
Final Cut Pro - I have developed my skills in Final Cut Pro by practicing and exploring different effects. I have included some of these in my advert such as fading of the picture, fading of the sound, a voiceover, and a freeze-frame. Due to using the program frequently, I have learnt how to do the simple things such as log and capture, and erasing parts out of shots, very quickly, leaving me with a little more valuable time. I included certain skills such as a slow motion shot in both adverts. They were used to effect in order to highlight the main parts in the adverts, ie. the slow motion shot in the volleyball advert is of the bottle rolling, getting slower as the name of the drink comes into screen. The football advert has a slow motion shot of the main skill being performed which is what the audience want to see the most. My sponsorship sequence included fade ins and outs of the shot, text, and image. These worked together effectively and allowed the 5 second sequence to flow well. My evaluation demostrated some high technical developments, mainly the way I brought in my adverts over myself speaking. The main shot is of me speaking in the chair, and as I am evaluating my products, I bring in the part sI am talking about in the bottom corner. I have used certain effects such as the rotate, scale, and positioning buttons in order to make it look as if I am looking at it whilst I am talking about it. I believe this is incredibly effective as it geniunely connects with the audience.
Garage Band - I believe I have used Garage Band for a good purpose. My adverts came across boring without any soundtracks involved, and therefore my adverts wouldn't be as lively if I wasn't able to access Garage Band. For my volleyball advert I imported a 'ready-made' soundtrack. It contained pieces of a track which were short, medium, and long lengths. This may seem quite easy, however I edited it by cutting bits out of it so the main parts of the track connected well with the main parts of the advert. As well as all of this, I still managed to make the track sound genuine and untouched. For my football advert I decided to create a track from scratch. I started off by adding a simple cymbal sound, and then elaborating by adding a bass guitar, an effect, a faster cymbal, and finally a drum beat. These worked well together however they could have been a bit more up tempo to suit the advert better.
Blogger - I find Blogger a lot easier to use now that I have needed it for all of my planning and research. It is second nature for me to create, edit, and remove posts. I now know how to import pictures and videos without any trouble. I have used Blogger for all stages in my project including planing and research, construction, and evaluation. I have created posts for all of the categories inside each stage, such as my action plan, audience research, textual analysis, animatics, and skills development.
Camera skills - I can now use the camera a lot easier than I could the first time I pickd it up this year. I can hold a steady hand-held shot reasonably well which I may be showing in the football advert.
Evaluation - 'How does your media products represent particular social groups?'
Lucozade Sport advert
Lucozade Sport advert
'Outbreak' advertThese shots demonstrate the way the social group of athletes are represented. The mise en scene in each of the shots are similar, with the sports gear worn. The vests and t-shirt are closely related and they represent the typical athlete. They are all based outside; one in a marathon, and one in a 100m sprint. This changes the aspect of the lighting and background in this shot. The floodlights and the audience background set the scene and represent the top athlete. The appearance of all 3 of these athletes are shown as committed to their races, and you can see this in each of these shots, all of them celebrating as they cross the finish line.
Evaluation - New Media Technologies
Evaluation - Inspirations
Varied Sports Advert Plan
For my new advert I have decided to base it around a number of sports, as my skills are not technical and advanced enough to make a good enough advert based on only one sport. I think this showed from my previous adverts, especially the volleyball advert.
Planning
The advert will include a mixture of sports at high tempo (match/training drills). Filming will be available on Wednesday afternoons during my Media lesson, as team games at the college takes place at the same time. Sports I am interested in including are; football, netball, rugby, hockey, and more. Volleyball takes place on a Friday lunchtime which I would be able to use, or I could take the camera to my local club to film some footage. I would be able to film a couple of shots of ‘athletes’ running, in my spare time outside of college.
Sports which I am focusing on are football, rugby, and running. I know some people involved in golf, cricket, boxing, swimming, volleyball, and dance, which I may look to include, adding variety to the advert.
I am aiming to create the advert with a fast editing pace. This will reflect on the purpose of the advert and hopefully attract my target audience more. To do this I will use my developed skills of Final Cut Pro to my advantage to create a fast editing pace, with quick cuts to shots, and hopefully a fast, effective soundtrack created on Garage Band.
A narrative is something which I am looking to include in this advert, with a couple of important lines. I will create a script for this in the near future.
The narrative which I have decided on will start the advert. It will be a shot of an athlete walking into the changing rooms very tired due to sport, with a line "I always used to feel fatigued after sport... That was until I discovered Outbreak." I believe this is an easy to learn and effective line, which not only introduces the product, it sets the mood of the advert and allows the pace to build up throughout.
Actors, locations, costumes & props
Opening scene - Abbey Road - Anytime myself and actor free. (Will need keys for changing rooms to film and an actor) I thought outside of the box with this one, and got a member of the PE staff to participate in the filming, as he had the keys anyway.
Football team (A/B/C/D/E) – Available Wednesday afternoons (1-3)
Volleyball team - [Boro/Haughton/College(Last resort)] –
· Boro – Monday 5:30-9
· Haughton – Wednesday 6-8/Friday 7-9
· College – Friday lunchtimes
Rugby team -Available Wednesday afternoons (1-3)
Athletics – Richmond/Catterick Athletics Track on Tuesday/Thursday nights 6-7.
Sound effects
Football –
· http://www.partnersinrhyme.com/soundfx/
· Found free copy-right free effects such as punching a punch bag, start of a football match, a gunshot, a football kick, applause, and cheers.
· I will hopefully be able to merge some of these together in order to create the atmosphere of a very important football match with passionate fans.
· I still need to record sound from the college football team with players shouting instructions to create a more realistic view.
· Also need the sound of a whistle for the kick off.
Athletics –
· Gunshot for the start of the race.
Planning
The advert will include a mixture of sports at high tempo (match/training drills). Filming will be available on Wednesday afternoons during my Media lesson, as team games at the college takes place at the same time. Sports I am interested in including are; football, netball, rugby, hockey, and more. Volleyball takes place on a Friday lunchtime which I would be able to use, or I could take the camera to my local club to film some footage. I would be able to film a couple of shots of ‘athletes’ running, in my spare time outside of college.
Sports which I am focusing on are football, rugby, and running. I know some people involved in golf, cricket, boxing, swimming, volleyball, and dance, which I may look to include, adding variety to the advert.
I am aiming to create the advert with a fast editing pace. This will reflect on the purpose of the advert and hopefully attract my target audience more. To do this I will use my developed skills of Final Cut Pro to my advantage to create a fast editing pace, with quick cuts to shots, and hopefully a fast, effective soundtrack created on Garage Band.
A narrative is something which I am looking to include in this advert, with a couple of important lines. I will create a script for this in the near future.
The narrative which I have decided on will start the advert. It will be a shot of an athlete walking into the changing rooms very tired due to sport, with a line "I always used to feel fatigued after sport... That was until I discovered Outbreak." I believe this is an easy to learn and effective line, which not only introduces the product, it sets the mood of the advert and allows the pace to build up throughout.
Actors, locations, costumes & props
Opening scene - Abbey Road - Anytime myself and actor free. (Will need keys for changing rooms to film and an actor) I thought outside of the box with this one, and got a member of the PE staff to participate in the filming, as he had the keys anyway.
Football team (A/B/C/D/E) – Available Wednesday afternoons (1-3)
Volleyball team - [Boro/Haughton/College(Last resort)] –
· Boro – Monday 5:30-9
· Haughton – Wednesday 6-8/Friday 7-9
· College – Friday lunchtimes
Rugby team -Available Wednesday afternoons (1-3)
Athletics – Richmond/Catterick Athletics Track on Tuesday/Thursday nights 6-7.
Sound effects
Football –
· http://www.partnersinrhyme.com/soundfx/
· Found free copy-right free effects such as punching a punch bag, start of a football match, a gunshot, a football kick, applause, and cheers.
· I will hopefully be able to merge some of these together in order to create the atmosphere of a very important football match with passionate fans.
· I still need to record sound from the college football team with players shouting instructions to create a more realistic view.
· Also need the sound of a whistle for the kick off.
Athletics –
· Gunshot for the start of the race.
Mood Board
I have included these images in my mood board as they were the inspiration for my productions. Lucozade sport is a brand similar to the product which I am making, as well as Powerade. The varied sports such as football, athletics, rugby, swimming, and basketball show that I am basing my adverts on various sports.
Refined Idea
I have decided to change the advert based on football. This is because I think it may be too similar to the volleyball advert, as it is in the same location and has the same aspects to it. I have kept the theme of the advert and message, however note the changes. I will be using a various number of locations instead of just one. A new recce will be put onto my blog with these locations. Another change is that instead of using 4 people with 1 standing out, I will only use 1 person. Not only is this because it will be easier to film, he will be the only focus to the audience, and it is difficult to find people free the same time as me, with the required skill level. The advert will have many shots in different locations with different mise-en-scene to emphasise a change of time and location. I may include a fast 360 panning shot in the sequence for additional effect. The timing of each shot will be about 1 second per shot.
Treatment
This advert will feature footage of one incredibly skilled footballer. It will have the similar outline to the volleyball advert however this one will be much more up-tempo. The player will start off with the ball on the floor, chipping it up, and keeping the ball up. Whilst doing this, there will be numerous shot changes. These will be highlighted by the same position however a different location and clothing. The player will build up the intensity of the skills progressively, with a final 'killer move' for the ending.
Recce
This shot allows me to demonstrate the footballer in a different angle. The high angled shot looks down on the performer resulting in a better view for the audience to see the skills being performed.
The graffiti alley brings some urban style into the advert. It connotes youth and freedom within the ad, resulting in the audience feeling a sense of freedom whilst watching, giving them another reason to buy the product.
The circular pathway is a good location to shoot, as the performer will be centre screen, in the centre of the circle, making him the one and only main target in the shots.
Treatment
This advert will feature footage of one incredibly skilled footballer. It will have the similar outline to the volleyball advert however this one will be much more up-tempo. The player will start off with the ball on the floor, chipping it up, and keeping the ball up. Whilst doing this, there will be numerous shot changes. These will be highlighted by the same position however a different location and clothing. The player will build up the intensity of the skills progressively, with a final 'killer move' for the ending.
Recce
This shot allows me to demonstrate the footballer in a different angle. The high angled shot looks down on the performer resulting in a better view for the audience to see the skills being performed.The graffiti alley brings some urban style into the advert. It connotes youth and freedom within the ad, resulting in the audience feeling a sense of freedom whilst watching, giving them another reason to buy the product.The circular pathway is a good location to shoot, as the performer will be centre screen, in the centre of the circle, making him the one and only main target in the shots. The sports hall shots also gives the advert an urban setting, with the more skillful games played indoors with a football such as 5-a-side and futsal.
Design
Here is my initial design for my products logo, 'Outbreak'. I made this in Photoshop.
The dimensions for my label will be 20cm x 10.5cm
I believe that the design connotes an urban message to the audience with the graffiti style text. This related to my target audience more, as graffiti is associated with youths. I chose a blue background to put the logo onto as in my opinion the colour go very well together (blue, black, white). I included the flavour orange on this design due to finding through my primary research that the most popular flavour was orange.
Treatment
TV Advert #1 (Varied Sports)
The advert will start in a dark and gloomy changing room (Abbey Road). There will be very little noise at the start of the advert (echo of boots hitting the floor and a little speech), with the noise building up as the advert advances (shouting for the ball, cheering, etc.) which will keep the audiences attention suspense. The camera will show a variety of sports (football, rugby, basketball, athletics, swimming, and maybe dance) with a lot of close up action on the players and coaching. The play will build up speed and reflect on the editing pace, with the 100m race waiting for the start gun, and once the gun is about to go off, a whistle will sound to start the football match and all sports will start to act fast along with the editing pace. Once the speed is at its peak the advert will show a slow motion shot of the winner crossing the line, showing the edge which the drink gives, and then bring the drink in itself with the name and the slogan.
TV Advert #2 (Football) This advert will feature footage from a number of locations including an indoor 5-a-side pitch, urban streets, and a football field. It will be similar to the varied sports advert in terms of editing pace, however the whole base of the advert will be different as i it focused on one sport (football freestyle).
Radio Advert
I am looking to advertise my sports drink in more detail in the radio advert. I will try to explain what exactly sports drinks do, as I found that from my Primary research a lot of people do not understand this as much as they possibly should. I will probably look to include some ambient sound of some type of sporting activity taking place. A basketball match would suit the purpose of the advert. The sound of everyones shoes squeaking would imply to the audience that the players were working hard due to drinking Outbreak.
TV Sponsorship Sequence
As this is only lasting between 5 and 15 seconds, I will have to make a short and snappy slogan in order to catch the audiences attention. I may include a clip of somebody being hit by a wave of water, emphasising how refreshing the drink will be, and then a shot of the picture of Outbreak, with a blue background, forming a wave shape, and a little information on the product.
The advert will start in a dark and gloomy changing room (Abbey Road). There will be very little noise at the start of the advert (echo of boots hitting the floor and a little speech), with the noise building up as the advert advances (shouting for the ball, cheering, etc.) which will keep the audiences attention suspense. The camera will show a variety of sports (football, rugby, basketball, athletics, swimming, and maybe dance) with a lot of close up action on the players and coaching. The play will build up speed and reflect on the editing pace, with the 100m race waiting for the start gun, and once the gun is about to go off, a whistle will sound to start the football match and all sports will start to act fast along with the editing pace. Once the speed is at its peak the advert will show a slow motion shot of the winner crossing the line, showing the edge which the drink gives, and then bring the drink in itself with the name and the slogan.
TV Advert #2 (Football) This advert will feature footage from a number of locations including an indoor 5-a-side pitch, urban streets, and a football field. It will be similar to the varied sports advert in terms of editing pace, however the whole base of the advert will be different as i it focused on one sport (football freestyle).
Radio Advert
I am looking to advertise my sports drink in more detail in the radio advert. I will try to explain what exactly sports drinks do, as I found that from my Primary research a lot of people do not understand this as much as they possibly should. I will probably look to include some ambient sound of some type of sporting activity taking place. A basketball match would suit the purpose of the advert. The sound of everyones shoes squeaking would imply to the audience that the players were working hard due to drinking Outbreak.
TV Sponsorship Sequence
As this is only lasting between 5 and 15 seconds, I will have to make a short and snappy slogan in order to catch the audiences attention. I may include a clip of somebody being hit by a wave of water, emphasising how refreshing the drink will be, and then a shot of the picture of Outbreak, with a blue background, forming a wave shape, and a little information on the product.
Action Plan
Over the summer holidays I intend to:
1.analyse a range of sports drink advertisements
1.analyse a range of sports drink advertisements
- I will try and analyse up to 3 advertisements
- These will need to be similar to which I am doing
- I will analyse any techniques used
2. analyse TV sponsorship sequences, mainly ones associated with my product
- I will try and analyse up to 4 sequences
- Hopefully at least 2 of these will be very similar to my target audience
- I will analyse any good techniques used to use to my advantage
3. analyse radio advertisements
- I will try to analyse at least 2 advertisements
- I will have to research hard to find radio advertisements similar to my product
- I will take note of the techniques used in the script such as tone and style of voice, etc.
4. initial planning research;
- Contact Newcastle university regarding times and availability
- Deciding a product name
- Thinking of possible slogans
- Experimenting with designing a label for the sports bottle
I have analysed the 3 TV advertisements closely related to my product. The next step, I will look to analyse up to 4 TV sponsorship sequences.
I found it very difficult to find any TV sponsorship sequences related to my product. Instead I analysed the radio ads first. The TV sponsorship sequences will have to not be related to my product as there is nothing out there based on YouTube.
Back at college now, and I am a little behind on my plan. Spending study periods now to catch up and complete the Radio analysis and sponsorship sequences. I'm aiming to finish this by Friday 28th August.
http://spreadsheets.google.com/ccc?key=0An27fXggRBdLdDVkOTllS09WbFNWZzdIcDc4RF9JVkE&hl=en
Proposal
TV Advert
The format in which my TV adverts will be in is a film format. They will last around about 30-40 seconds each. The intended audience from my adverts are athletes, of both gender, who are in the age range of 16-25, although it is aimed at everyone (as most sports drinks are consumed by all age ranges and groups). The purpose of the adverts is to advertise my product, and result in increasing of sales. Advertising on TV will catch many peoples attention, as a lot of people watch the television. I intend to advertise my product during sports programs such as the Champions League, Europa League, and FA Cup football matches. Also I intend to advertise on programs such as Sky Sports, and Sky Sports News. Doing this will attract attention more from my target audience, as they will be the most likely to view these channels and programs. There are current products similar to mine on the market. I am going to make mine different by referring to my Primary research, as I found out that a lot of people don't believe that these drinks are advertised in enough detail, in terms of the purpose of the drink. I noticed this in my focus group and questionnaire. A lot of people were listing energy drinks down as sports drinks and when asked what the purpose of a sports drink was, they were very vague and were providing answers such as 'gives you energy', whereas it is supposed to provide carbohydrate fuel in order to make the cardiovascular system work for longer. I am intending on using close up shots of athletes, and also possibly a slow motion editing pace prior to drinking the sports drink, making it look like the drink is very effective, as the athlete will be drained of carbohydrate fuel, and after drinking the drink, being active again, back to full pace. I may not use any sound in my TV advertisement. I think that I will just include the diegetic sound in, as it gives a more realistic impression. There will be plenty of diegetic noise from all of the players, and also from people talking in the background. Obviously I will control this and make sure that the all speech can be heard. I may look to add naration into my advert however. I will need people to help out in my adverts. I need a couple of very good volleyball players for one advert, along with extras. this won't be a problem as there will be people there at the club training regardless. For the football advert, I will just need 2 five-a-side teams battling it out against eachother, with a couple of extra twists such as close ups to the camera and a narrative. I may however change my mind and decide to include soundtracks, as I think that only diegetic sound will be boring and inneffective. At the end of each advert, the drink will be shown, and the slogan chosen - 'Release the athlete in you'.
Radio advert
The format in which my radio advert will be in is a audio format. It will last around about 20-30 seconds. The intended audience from my adverts are athletes, of both gender, who are in the age range of 16-25, although it is aimed at everyone (as most people drink sports drinks). The purpose of the adverts is to advertise my product, and result in increasing of sales. Advertising on the radio will catch many peoples attention, as a lot of people listen to the radio on the way to work, at college etc. I intend to advertise my product during sports bulletins such as the matches on Real radio (Century). Also I intend to advertise on popular radio channels such as Star, Galaxy and TFM. Doing this will attract attention more from my target audience, as they will be the most likely to listen to these channels and programs. There are current products similar to mine on the market. I am going to make mine different by referring to my Primary research, as I found out that a lot of people don't believe that these drinks are advertised in enough detail, in terms of the purpose of the drink. I noticed this in my focus group and questionnaire. A lot of people were listing energy drinks down as sports drinks and when asked what the purpose of a sports drink was, they were very vague and were providing answers such as 'gives you energy', whereas it is supposed to provide carbohydrate fuel in order to make the cardiovascular system work for longer. I intend to include more specific information in my radio advert in order to inform more people about the purpose of sports drinks, going into more detail.
TV Sponsorship sequence
My Tv sponorship sequence will be in a film format. I will aim for it to last about 5-10 seconds. The intended audience from my adverts are athletes, of both gender, who are in the age range of 16-25, although it is aimed at everyone (as most people drink sports drinks). The purpose of the adverts is to advertise my product, and result in increasing of sales. People who see the sponsorship sequence will notice it, and hopefully be interested in purchasing the product. I intend to sponsor shows such as Sky Sports News, Match of the Day, Wimbledon, the Champions League etc. This is when most of my target audience will be watching the TV and which channels and programs they will be watching, therefore it will attract more of my target audience. I intend to basically make sure that my product is seen in the sponsorship sequence. There wont be enough time to deliver enough detail about the product. Therefore I will try my best to deliver a short and effective message. At the end of the sequence, the slogan 'Release the athlete in you' will be shown, as well as the drink itself.
The format in which my TV adverts will be in is a film format. They will last around about 30-40 seconds each. The intended audience from my adverts are athletes, of both gender, who are in the age range of 16-25, although it is aimed at everyone (as most sports drinks are consumed by all age ranges and groups). The purpose of the adverts is to advertise my product, and result in increasing of sales. Advertising on TV will catch many peoples attention, as a lot of people watch the television. I intend to advertise my product during sports programs such as the Champions League, Europa League, and FA Cup football matches. Also I intend to advertise on programs such as Sky Sports, and Sky Sports News. Doing this will attract attention more from my target audience, as they will be the most likely to view these channels and programs. There are current products similar to mine on the market. I am going to make mine different by referring to my Primary research, as I found out that a lot of people don't believe that these drinks are advertised in enough detail, in terms of the purpose of the drink. I noticed this in my focus group and questionnaire. A lot of people were listing energy drinks down as sports drinks and when asked what the purpose of a sports drink was, they were very vague and were providing answers such as 'gives you energy', whereas it is supposed to provide carbohydrate fuel in order to make the cardiovascular system work for longer. I am intending on using close up shots of athletes, and also possibly a slow motion editing pace prior to drinking the sports drink, making it look like the drink is very effective, as the athlete will be drained of carbohydrate fuel, and after drinking the drink, being active again, back to full pace. I may not use any sound in my TV advertisement. I think that I will just include the diegetic sound in, as it gives a more realistic impression. There will be plenty of diegetic noise from all of the players, and also from people talking in the background. Obviously I will control this and make sure that the all speech can be heard. I may look to add naration into my advert however. I will need people to help out in my adverts. I need a couple of very good volleyball players for one advert, along with extras. this won't be a problem as there will be people there at the club training regardless. For the football advert, I will just need 2 five-a-side teams battling it out against eachother, with a couple of extra twists such as close ups to the camera and a narrative. I may however change my mind and decide to include soundtracks, as I think that only diegetic sound will be boring and inneffective. At the end of each advert, the drink will be shown, and the slogan chosen - 'Release the athlete in you'.
Radio advert
The format in which my radio advert will be in is a audio format. It will last around about 20-30 seconds. The intended audience from my adverts are athletes, of both gender, who are in the age range of 16-25, although it is aimed at everyone (as most people drink sports drinks). The purpose of the adverts is to advertise my product, and result in increasing of sales. Advertising on the radio will catch many peoples attention, as a lot of people listen to the radio on the way to work, at college etc. I intend to advertise my product during sports bulletins such as the matches on Real radio (Century). Also I intend to advertise on popular radio channels such as Star, Galaxy and TFM. Doing this will attract attention more from my target audience, as they will be the most likely to listen to these channels and programs. There are current products similar to mine on the market. I am going to make mine different by referring to my Primary research, as I found out that a lot of people don't believe that these drinks are advertised in enough detail, in terms of the purpose of the drink. I noticed this in my focus group and questionnaire. A lot of people were listing energy drinks down as sports drinks and when asked what the purpose of a sports drink was, they were very vague and were providing answers such as 'gives you energy', whereas it is supposed to provide carbohydrate fuel in order to make the cardiovascular system work for longer. I intend to include more specific information in my radio advert in order to inform more people about the purpose of sports drinks, going into more detail.
TV Sponsorship sequence
My Tv sponorship sequence will be in a film format. I will aim for it to last about 5-10 seconds. The intended audience from my adverts are athletes, of both gender, who are in the age range of 16-25, although it is aimed at everyone (as most people drink sports drinks). The purpose of the adverts is to advertise my product, and result in increasing of sales. People who see the sponsorship sequence will notice it, and hopefully be interested in purchasing the product. I intend to sponsor shows such as Sky Sports News, Match of the Day, Wimbledon, the Champions League etc. This is when most of my target audience will be watching the TV and which channels and programs they will be watching, therefore it will attract more of my target audience. I intend to basically make sure that my product is seen in the sponsorship sequence. There wont be enough time to deliver enough detail about the product. Therefore I will try my best to deliver a short and effective message. At the end of the sequence, the slogan 'Release the athlete in you' will be shown, as well as the drink itself.
Research: Focus Group
I asked a few on the spot questions to people in my target audience, relating to my product (sports drink). This is what was said during these conversations.
Gian Power is 17 and a friend of mine;
Scott Hailes says:
How old are you?
Gian Power says:
Seventeen
Scott Hailes says:
Do you ever drink sports drinks such as Powerade?
Gian Power says:
Lucozade Energy
Scott Hailes says:
What is your purpose of drinking this drink?
Gian Power says:
To maximise energy available especially whilst carrying out physically enduring exercise, drinking isotonic drinks do just this
Scott Hailes says:
If you were to release a new sports drink, what would you include on the design and label?
Gian Power says:
A sports drink that appeals to perhaps a younger market as with many teeangers now visiting the gym on a regular basis they are unsure about which drinks they should or should not drink. Having a design and formula inside the drink to target the younger bodies would make finding a sports drink much easier for the younger markets.
Scott Hailes says:
Would you choose to brand a fizzy drink or still, flavoured drink?
Gian Power says:
Most definatley a still flavoured drink especially in terms of sport as when carrying out exercise I find it most difficult to digest fizzier drinks. A still, highly istonic drink that would provice energy to the body would be best.
Scott Hailes says:
And what would persuade you to buy a sports drink from any other drinks?
Gian Power says:
Because i carry out exercise on a regular basis I immediatley recognise a sports drink when i see it, however i dont feel that they are advertised enough for the regular person to understand the main fucntions of the drink. If i didn't carry out sports then I wouldn't purchase sports drinks as otherwise the energy would be wasted in my body and not being used up as it should be. The sports drink should show the main features that differentiates it from its competitiors.
Scott Hailes says:
So do you feel that sports drinks should be advertised in more detail?
Gian Power says:
Yes, especially through the media, although advertising through the television is more expensive that perhaps newspapers and less technological advertising i feel that many of us are still not fully aware of the main benefits that sports drinks may have on our bodies if we were to use them.
Scott Hailes says:
Can you think of any slogans from sports/energy drinks?
Gian Power says:
No none
Scott Hailes says:
Do you relate this to poor advertising?
Gian Power says:
In one sense yes, however on the other hand although i do carry out exercise I am not heavily into it or a body builder and so I don't read every sporting newspaper that is out or every health magazine that is available and so these companies may advertise heavily through this, non the less i feel that they should target the everyday general public more about their products to increase consumer awareness.
Nathan Henry is 18 and a friend of mine;
Scott Hailes says:
How old are you?
Nathan Henry says:
im 18 years old
Scott Hailes says:
Do you ever drink sports drinks such as Powerade?
Nathan Henry says:
i drink lucozade and stuff like that but not for sport purposes just for a drink really
Scott Hailes says:
What do you think that the effects of sports drinks are?
Nathan Henry says:
i think they give you more energy or a source of sugar, because when ever i drink them i get like a lift from them
Scott Hailes says:
If you were to release a new sports drink, what would you include on the design and label?
Nathan Henry says:
i would use bright colours to make it sound out against the other sport drinks, i would probably have figures doing athletic stuff on it to promote its a sport drink
Scott Hailes says:
Would you choose to brand a fizzy drink or still, flavoured drink?
Nathan Henry says:
i chose still, its more refreshing and easier to drink and especially if its a sport drink, because fizzy drinks get you bloated from the gas, which would restrict you in sport
Scott Hailes says:
And what would persuade you to buy a sports drink from any other drinks?
Nathan Henry says:
if it was cheap but not like realy cheap and the flavouring of it, and most likely the bottle
Scott Hailes says:
Could you elaborate on 'the bottle'? Do you mean what shape, size or material?
Nathan Henry says:
the size of it, cause sometimes some bottles look bigger than others, and also if it had one of them tops that lets you suck it out, so then you can drink whilst walking or running as it wont spill out and if its taller and thin, in comparisan to small and will its easier to hold
Scott Hailes says:
And what flavour would you brand? Would you stay to one flavour? Or brand various flavours?
Nathan Henry says:
i would brand orange as a deffinate and probably blackcurrant or something tropical cause there more refreshing
Scott Hailes says:
Can you think of any slogans from sports/energy drinks?
Nathan Henry says:
adrenaline in a bottle, for a quick fix, boost in a bottle
Scott Hailes says:
Thanks very much for your time, your answers will be considered highly important.
Nathan Henry says:
thank you
Nathan Raine is 16 and a friend of a friend;
Scott Hailes says:
How old are you?
Nathan Raine says:
16
Scott Hailes says:
Do you ever drink sports drinks such as Powerade?
Nathan Raine says:
yes regurlarly
Scott Hailes says:
Which sports drinks do you drink regularly?
Nathan Raine says:
lucazade
Scott Hailes says:
What do you think the effects of Lucozade are?
Nathan Raine says:
gives you energy for doing activities
Scott Hailes says:
If you were to release a new sports drink, what would you include on the design and label?
Nathan Raine says:
a diagram of an athlete drinking the energy drink while running
Scott Hailes says:
Would you choose to brand a fizzy drink or still, flavoured drink?
Nathan Raine says:
fizzy drink
Scott Hailes says:
Why would you choose this for a sports drink?
Nathan Raine says:
as it would give more energy than a still flavoured drink and would taste nicer
Scott Hailes says:
The aim for sports drinks are to provide carbohydrate fuel in order to refresh a athletes cardiovascular system and therefore result in training for longer. Do you not think that a fizzy sports drink would bloat an athlete more than a still drink?
Nathan Raine says:
no i think that it would be the same as a still drink
Scott Hailes says:
And what would persuade you to buy a sports drink from any other drinks?
Nathan Raine says:
the price being cheaper or if my role model drank it e.g alan shearer if he were to advertise selling this i would probably buy one
Scott Hailes says:
So instead of having "a diagram of an athlete drinking the energy drink while running" on the label, would you not rather have the actual athlete on the label? E.g Alan Shearer?
Nathan Raine says:
yes but it would depend on wot it was for so if it was advertising it for just overall sport i woild like to have alan shearer advertise it but if it was advertising for a specific sport says running then an athlete would be better for the advertisment
Scott Hailes says:
If it was advertising for a sport such as running, would you not expect a runner on the design, such as Usain Bolt or Tyson Gay?
Nathan Raine says:
yes i probably would as that would encourage more ppl to buy it
Scott Hailes says:
Can you think of any slogans from sports/energy drinks?
Nathan Raine says:
no
Scott Hailes says:
As you don't recognise any slogans, do you think that sports/energy drinks should be advertised more efficiently?
Nathan Raine says:
yes as doing this may also encourage more ppl to take part in sport
Scott Hailes says:
Thanks very much for your time, your answers will be considered highly important.
Gian Power is 17 and a friend of mine;
Scott Hailes says:
How old are you?
Gian Power says:
Seventeen
Scott Hailes says:
Do you ever drink sports drinks such as Powerade?
Gian Power says:
Lucozade Energy
Scott Hailes says:
What is your purpose of drinking this drink?
Gian Power says:
To maximise energy available especially whilst carrying out physically enduring exercise, drinking isotonic drinks do just this
Scott Hailes says:
If you were to release a new sports drink, what would you include on the design and label?
Gian Power says:
A sports drink that appeals to perhaps a younger market as with many teeangers now visiting the gym on a regular basis they are unsure about which drinks they should or should not drink. Having a design and formula inside the drink to target the younger bodies would make finding a sports drink much easier for the younger markets.
Scott Hailes says:
Would you choose to brand a fizzy drink or still, flavoured drink?
Gian Power says:
Most definatley a still flavoured drink especially in terms of sport as when carrying out exercise I find it most difficult to digest fizzier drinks. A still, highly istonic drink that would provice energy to the body would be best.
Scott Hailes says:
And what would persuade you to buy a sports drink from any other drinks?
Gian Power says:
Because i carry out exercise on a regular basis I immediatley recognise a sports drink when i see it, however i dont feel that they are advertised enough for the regular person to understand the main fucntions of the drink. If i didn't carry out sports then I wouldn't purchase sports drinks as otherwise the energy would be wasted in my body and not being used up as it should be. The sports drink should show the main features that differentiates it from its competitiors.
Scott Hailes says:
So do you feel that sports drinks should be advertised in more detail?
Gian Power says:
Yes, especially through the media, although advertising through the television is more expensive that perhaps newspapers and less technological advertising i feel that many of us are still not fully aware of the main benefits that sports drinks may have on our bodies if we were to use them.
Scott Hailes says:
Can you think of any slogans from sports/energy drinks?
Gian Power says:
No none
Scott Hailes says:
Do you relate this to poor advertising?
Gian Power says:
In one sense yes, however on the other hand although i do carry out exercise I am not heavily into it or a body builder and so I don't read every sporting newspaper that is out or every health magazine that is available and so these companies may advertise heavily through this, non the less i feel that they should target the everyday general public more about their products to increase consumer awareness.
Nathan Henry is 18 and a friend of mine;
Scott Hailes says:
How old are you?
Nathan Henry says:
im 18 years old
Scott Hailes says:
Do you ever drink sports drinks such as Powerade?
Nathan Henry says:
i drink lucozade and stuff like that but not for sport purposes just for a drink really
Scott Hailes says:
What do you think that the effects of sports drinks are?
Nathan Henry says:
i think they give you more energy or a source of sugar, because when ever i drink them i get like a lift from them
Scott Hailes says:
If you were to release a new sports drink, what would you include on the design and label?
Nathan Henry says:
i would use bright colours to make it sound out against the other sport drinks, i would probably have figures doing athletic stuff on it to promote its a sport drink
Scott Hailes says:
Would you choose to brand a fizzy drink or still, flavoured drink?
Nathan Henry says:
i chose still, its more refreshing and easier to drink and especially if its a sport drink, because fizzy drinks get you bloated from the gas, which would restrict you in sport
Scott Hailes says:
And what would persuade you to buy a sports drink from any other drinks?
Nathan Henry says:
if it was cheap but not like realy cheap and the flavouring of it, and most likely the bottle
Scott Hailes says:
Could you elaborate on 'the bottle'? Do you mean what shape, size or material?
Nathan Henry says:
the size of it, cause sometimes some bottles look bigger than others, and also if it had one of them tops that lets you suck it out, so then you can drink whilst walking or running as it wont spill out and if its taller and thin, in comparisan to small and will its easier to hold
Scott Hailes says:
And what flavour would you brand? Would you stay to one flavour? Or brand various flavours?
Nathan Henry says:
i would brand orange as a deffinate and probably blackcurrant or something tropical cause there more refreshing
Scott Hailes says:
Can you think of any slogans from sports/energy drinks?
Nathan Henry says:
adrenaline in a bottle, for a quick fix, boost in a bottle
Scott Hailes says:
Thanks very much for your time, your answers will be considered highly important.
Nathan Henry says:
thank you
Nathan Raine is 16 and a friend of a friend;
Scott Hailes says:
How old are you?
Nathan Raine says:
16
Scott Hailes says:
Do you ever drink sports drinks such as Powerade?
Nathan Raine says:
yes regurlarly
Scott Hailes says:
Which sports drinks do you drink regularly?
Nathan Raine says:
lucazade
Scott Hailes says:
What do you think the effects of Lucozade are?
Nathan Raine says:
gives you energy for doing activities
Scott Hailes says:
If you were to release a new sports drink, what would you include on the design and label?
Nathan Raine says:
a diagram of an athlete drinking the energy drink while running
Scott Hailes says:
Would you choose to brand a fizzy drink or still, flavoured drink?
Nathan Raine says:
fizzy drink
Scott Hailes says:
Why would you choose this for a sports drink?
Nathan Raine says:
as it would give more energy than a still flavoured drink and would taste nicer
Scott Hailes says:
The aim for sports drinks are to provide carbohydrate fuel in order to refresh a athletes cardiovascular system and therefore result in training for longer. Do you not think that a fizzy sports drink would bloat an athlete more than a still drink?
Nathan Raine says:
no i think that it would be the same as a still drink
Scott Hailes says:
And what would persuade you to buy a sports drink from any other drinks?
Nathan Raine says:
the price being cheaper or if my role model drank it e.g alan shearer if he were to advertise selling this i would probably buy one
Scott Hailes says:
So instead of having "a diagram of an athlete drinking the energy drink while running" on the label, would you not rather have the actual athlete on the label? E.g Alan Shearer?
Nathan Raine says:
yes but it would depend on wot it was for so if it was advertising it for just overall sport i woild like to have alan shearer advertise it but if it was advertising for a specific sport says running then an athlete would be better for the advertisment
Scott Hailes says:
If it was advertising for a sport such as running, would you not expect a runner on the design, such as Usain Bolt or Tyson Gay?
Nathan Raine says:
yes i probably would as that would encourage more ppl to buy it
Scott Hailes says:
Can you think of any slogans from sports/energy drinks?
Nathan Raine says:
no
Scott Hailes says:
As you don't recognise any slogans, do you think that sports/energy drinks should be advertised more efficiently?
Nathan Raine says:
yes as doing this may also encourage more ppl to take part in sport
Scott Hailes says:
Thanks very much for your time, your answers will be considered highly important.
Audience Research
The target audience for my product will be around the 16-25 age. Predominantly males will be drinking it, however women will also drink during sports. This is because most athletes train at their hardest and most frequent during these ages, and therefore will be looking to use the best products to provide carbohydrate fuel such as isotonic based drinks. The social class which I will be aiming my product at would be mainly the middle class, and also the lower class. This is because the middle class will be playing sports quite a lot for recreational purposes and would be competitive. Also the lower class would be playing sports a lot in their free time and therefore would be drinking a lot of sports drinks. People who have a lot of spare time on their hands would appear more likely to play sports and drink sports drinks. I am looking to aim my product at people who play sports a lot, at any level, as it still has the effect which they want. People who don't take sport very seriously will benefit from the flavour, and carbohydrate fuel boost. People who play sport seriously will benefit more with the effects of the drink, providing them with carbohydrate fuel and energy to maintain their performance.
I will look to base my TV advertisements inbetween programs such as football matches, highlights, as well as Sky Sports channels including Sky Sports news. This is because my target audience are most likely to be watching these programs/channels and therefore the advertisement fees would be well distributed. There wouldn't be much benefit from advertising during day-time TV such as Bargain Hunt and Countdown as most of my target audience would not be watching these types of programs.
I created a questionnaire in order to find opinions of people in my target audience, regarding my product. Here is the questions which I included.
Questionnaire
1) How old are you? <15/16-19/20-25/25-40>
1) 8 out of 10 of the questionnaires which I handed out fell into the age category of 16-19. The other 2 were aged 20-25. This reflects well on the majority of my target audience as I feel that most people who will be attracted to my sports drink will be aged 16-19.
2) I handed 5 questionnaires to females, and 5 to males, to get an even spread of gender.
3) 9 of the 10 people which completed the questionnaire play sports regularly, with only 1 not playing sports. This is helpful, as I have the majority is my main target audience. The anomolie was a male.
I will look to base my TV advertisements inbetween programs such as football matches, highlights, as well as Sky Sports channels including Sky Sports news. This is because my target audience are most likely to be watching these programs/channels and therefore the advertisement fees would be well distributed. There wouldn't be much benefit from advertising during day-time TV such as Bargain Hunt and Countdown as most of my target audience would not be watching these types of programs.
I created a questionnaire in order to find opinions of people in my target audience, regarding my product. Here is the questions which I included.
Questionnaire
1) How old are you? <15/16-19/20-25/25-40>
2) Are you Male/Female
3) Do you play sports? Yes/No (move to question 6)
4) If yes, which sports do you play REGULARLY?
5) What level of athlete do you consider yourself to be? Amateur/Recreational/Top
6) Which sports drinks are you aware of?
7) How often do you drink sports drinks?
8) What flavour sports drink do you prefer?
9) What would persuade you to buy a sports drink? Think about slogans, brand name, claimed benefits, sports personality, advertising packages, design, and ingredients.
10) One of the leading sports drinks is Lucozade. Based on the design and ingredients of Lucozade (not the taste) how likely would you be to purchase the product? 1=Highly unlikely. 10=Almost definitely
11) What do you expect to see on a sports drink design label?
12) The popular energy drink ‘Relentless’ has the slogan “No half measures”. What do you think this means and how effective do you see this slogan?
Here are my findings question by questions on the questionnaires I handed out.
1) 8 out of 10 of the questionnaires which I handed out fell into the age category of 16-19. The other 2 were aged 20-25. This reflects well on the majority of my target audience as I feel that most people who will be attracted to my sports drink will be aged 16-19.2) I handed 5 questionnaires to females, and 5 to males, to get an even spread of gender. 3) 9 of the 10 people which completed the questionnaire play sports regularly, with only 1 not playing sports. This is helpful, as I have the majority is my main target audience. The anomolie was a male. 4) Out of the 9 people who play sports, 2 play Netball, 1 plays badminton, 1 dances, 2 play football, 1 plays volleyball, and 1 plays hockey. This shows that I have found a range of sports athletes.
5) Out of the 9 people who play sports, 6 considered themselves to be amatuer athletes, and the other 3 as recreational athletes. No-one seen themselves as top athletes.
6) The sports drinks which people were aware of generally included Lucozade and Powerade. Gatorade and Isotonic appeared a couple of times too. Some people mentioned Red Bull and Relentless. These drinks are not sports drinks as they are energy drinks. This shows that some people do not understand the difference between the two types of drinks. I am going to try and differentiate the difference in my adverts.
7) There was quite a mix for how often people drink sports drinks. Most of the females who completed the questionnaire answered 'not very often', however 1 answered 'often'. Most of the males answered 'often' however 2 answered 'not very often' and 'rarely'. This is quite surprising as I would have thought most people who compete in sports would drink sports drinks, however the male who answered 'rarely' was the anomolie who does not play sports regularly. The only healthy alternative would be if they were drinking water.
8) Most people answered Orange to their favourite flavoured sports drink. There was an answer for blueberry and summer fruits. Orange seems to be the most popular flavour to a lot of people as it is a common taste which almost everyone loves. I think I will produce an orange flavour sports drink.
9) A lot of people didn't seem to understand this question. as they wrote down answers which were suggested in the question, however I was looking for more detail. Some answers appeared such as 'bright slogans' and 'less fizz/sugar'. These were the type of answers I was looking for and will bear them in mind for my final product.
10) Males answered = 7, 10, 8, 10, 10.
Females answered = 8, 8, 8, 6, 10.
Males seem to rate Lucozade higher than females based on the appearance of the product.
11) Most people stated the obvious on this question, with the most common answers appearing being 'name' 'ingredients' and some people wanted to see athletes, and slogans on the label.
12) A couple of people got the idea of the slogan 'No half measures'. Some people said it was very effective however some people stated that it was confusing. A confusing slogan is not highly effective as it is quite pointless is some peoples minds.
5) Out of the 9 people who play sports, 6 considered themselves to be amatuer athletes, and the other 3 as recreational athletes. No-one seen themselves as top athletes.
6) The sports drinks which people were aware of generally included Lucozade and Powerade. Gatorade and Isotonic appeared a couple of times too. Some people mentioned Red Bull and Relentless. These drinks are not sports drinks as they are energy drinks. This shows that some people do not understand the difference between the two types of drinks. I am going to try and differentiate the difference in my adverts.
7) There was quite a mix for how often people drink sports drinks. Most of the females who completed the questionnaire answered 'not very often', however 1 answered 'often'. Most of the males answered 'often' however 2 answered 'not very often' and 'rarely'. This is quite surprising as I would have thought most people who compete in sports would drink sports drinks, however the male who answered 'rarely' was the anomolie who does not play sports regularly. The only healthy alternative would be if they were drinking water.
8) Most people answered Orange to their favourite flavoured sports drink. There was an answer for blueberry and summer fruits. Orange seems to be the most popular flavour to a lot of people as it is a common taste which almost everyone loves. I think I will produce an orange flavour sports drink.
9) A lot of people didn't seem to understand this question. as they wrote down answers which were suggested in the question, however I was looking for more detail. Some answers appeared such as 'bright slogans' and 'less fizz/sugar'. These were the type of answers I was looking for and will bear them in mind for my final product.
10) Males answered = 7, 10, 8, 10, 10.
Females answered = 8, 8, 8, 6, 10.
Males seem to rate Lucozade higher than females based on the appearance of the product.
11) Most people stated the obvious on this question, with the most common answers appearing being 'name' 'ingredients' and some people wanted to see athletes, and slogans on the label.
12) A couple of people got the idea of the slogan 'No half measures'. Some people said it was very effective however some people stated that it was confusing. A confusing slogan is not highly effective as it is quite pointless is some peoples minds.
Institutional Research
With regards to institutional context, the type of company that would be involved with the production of my campaign, would be a multi-national company such as Coca-Cola. According to Wikipedia;
"The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, largest manufacturer, distributor and marketer of non-alcoholic beverage concentrates and syrups in the world and is one of the largest corporations in the United States. The company is best known for its flagship product Coca-Cola, invented by pharmacist John Stith Pemberton in 1886. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers nearly 400 brands in over 200 countries or territories and serves 1.5 billion servings each day.[4]
The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory.
The Coca-Cola Company is headquartered in Atlanta, Georgia. Its stock is listed on the NYSE and is part of DJIA and S&P 500. Its current president and CEO is Muhtar Kent.
The Coca-Cola Company brands include:
- Barq's
- Coca-Cola
- Coke Zero
- Dasani
- Diet Coke
- Glacéau
- Fanta
- Fresca
- Full Throttle
- Fuze
- Minute Maid
- Odwalla
- Powerade
- Pibb
- Sprite
- Thums Up
- Vault"
^^Source: Wikipedia
The main brand which stands out to me, regarding relativeness to my product, is Powerade.
Powerade is a sports drink manufactured and marketed by The Coca-Cola Company. First introduced in 1988, its primary competitor is PepsiCo's Gatorade. As of July 2007, Powerade has grown to take 14.5 percent of the United States market in its category. (Wikipedia)
Powerade is very closely related to my product, and knowing that The Coca-Cola Company distributes and markets these types of beverages, means that I can include this in my project.
As The Coca-Cola Company are 'the largest manufacturer, distributor and marketer of non-alcoholic beverage concentrates and syrups in the world', I feel that my product will perform better being manufactured by this company. Coca-Cola has sponsored the English Football League since the beginning of the 2004-05 season (beginning August 2004). Other major sponsorships include NASCAR, the NBA, the PGA Tour, NCAA Championships, the 2008 Beijing Olympics, the NRL and the UEFA European Football Championship, as well as the hit Fox singing-competition series American Idol. Coca-Cola is a sponsor of the nightly talk show on PBS, Charlie Rose. It has also sponsored Barcelona Olympic games in 1992.
Having The Coca-Cola Company be involved with my product, I believe that it will boost the sales and popularity of the sports drink immediately and create the best possible impact on the market. They have the experience and quality to get my product out on to the market quicker than anybody, and also with their expertise in drinks, and past experience from distibuting Powerade, they will offer the best option for me. The costs of the advertising and sponsorship space would be easily covered due to the multi millions the business have made. They are able to make a little risk by taking up a new sports drink.
Why would the Coca-Cola Company want to distribute my product?
With many sports and energy drinks at their feet, the company must know the most effective ways to connect with the audience. The beverages which the Coca-Cola Company distribute are; Aquarius, BPM Energy, Burn, Full Throttle, KMX, Monster Energy, Mother, NOS, Powerade, Powerplay, Relentless, Rockstar, Von Dutch, and Gladiator.
Radio Advert Analysis
The energy drink 'V' is the most popular brand of energy drink in Australia and New Zealand. It was produced in 1997. This radio advertisement in my opinion is very effective, and slightly funny. This is due to the conversation being made between 2 men about 'someone' he is in love with. Listeners would think that they are relating to a girl, until the twist occurs, when the line "well, she's green, about 5 inches tall" then spins the audiences view, making them realise that he is not talking about a girl, and is actually talking about a can of V energy drink. This is seen as quite funny to me, and I think that many people will find this funny. A comical advert for an energy drink might not be the best way to advertise it.
This clip for "Volt" energy drink is not a real advertisement, however the audio is. Somebody must have put the audio over a recorded video for it. Luckily I am only analysing the audio for it. The tone of voice throughout this advert is deep, and this connotes seriousness, making the audience listen more sharply. There are many different voices speaking, one after another, and this makes the reader listen a lot more, with more attention. The effects of the audio give the audience a feel of surreal reality, as if it was to give you an extra buzz by drinking this drink. The background music suits the purpose of the advert
TV Sponsorship Sequences
I could not find any TV sponsorship sequences closely related to my product, and as this was taking quite a lot of time up searching for them. I decided to pick the first sponsorship sequence which I could find.
This clip is sponsoring Coronation Street and at the same time advertising Cadbury's Creme Egg's. The backdrop of the Street is completely made out of chocolate, with the main pub highlighted, as an obvious relation to the soap opera. These adverts were in 1997, around Easter time. The intended audience would be families, older people, soap fans, and obviously chocolate lovers. The sequence is shown in animation, with chocolate characters, emphasising the fantasy in the sequence. The logo for Creme Egg is the only thing which isn't made out of chocolate, and this is so it stands out to the audience in order for them to know what is being advertised. The big delivery van shown, gives the audience an idea that there is a big want for the new Creme Egg, with the massive delivery to a little shop. Also the child hanging outside the 'Rovers Return' jumps and runs to get a Creme Egg as quick as he can.
This is the advert indent advertising Talk Talk during Mystery Dramas on ITV. It is advertising home phone and broadband business, which is part of The Carphone Warehouse plc. This indent appeared on ITV1 in 2007. The Talk Talk adverts are very clever and include many people producing a 'clip/picture' from a bird's-eye-view, from their actions only. In this particular clip, they make a person and a police car. They are both moving and it's very clever in how they make it look very realistic. As the ad is sponsoring 'Mystery Dramas', the scene with the police car is well structured to relate to the programme. The intended audience is probably 18+, as broadband will only be available for over 18s to sign up to. Dramas on ITV are usually aimed at over 18s after 9pm so this is a brilliant time for them to advertise. The graphic mode used in this advert is live action produced in an animatic way. The participants in this advert move in ways to make the birds-eye-view look realistic - the police car wheels moving, sirens flashing round, running man etc.
Some techniques I have analysed and wish to include in my sponsorship sequences are probably the representation of the chocolate advert from Cadburys. The way that they made everything out of chocolate seems very appealing to me in terms of representing their product. I think that making everything blue in my sponsorship sequence could prove very effective in representing hydration of my sports drink. However I don't think that I will be using any techniques in the TalkTalk advert, as I don't feel that my sequence should be extremely creative.
This clip is sponsoring Coronation Street and at the same time advertising Cadbury's Creme Egg's. The backdrop of the Street is completely made out of chocolate, with the main pub highlighted, as an obvious relation to the soap opera. These adverts were in 1997, around Easter time. The intended audience would be families, older people, soap fans, and obviously chocolate lovers. The sequence is shown in animation, with chocolate characters, emphasising the fantasy in the sequence. The logo for Creme Egg is the only thing which isn't made out of chocolate, and this is so it stands out to the audience in order for them to know what is being advertised. The big delivery van shown, gives the audience an idea that there is a big want for the new Creme Egg, with the massive delivery to a little shop. Also the child hanging outside the 'Rovers Return' jumps and runs to get a Creme Egg as quick as he can.
This is the advert indent advertising Talk Talk during Mystery Dramas on ITV. It is advertising home phone and broadband business, which is part of The Carphone Warehouse plc. This indent appeared on ITV1 in 2007. The Talk Talk adverts are very clever and include many people producing a 'clip/picture' from a bird's-eye-view, from their actions only. In this particular clip, they make a person and a police car. They are both moving and it's very clever in how they make it look very realistic. As the ad is sponsoring 'Mystery Dramas', the scene with the police car is well structured to relate to the programme. The intended audience is probably 18+, as broadband will only be available for over 18s to sign up to. Dramas on ITV are usually aimed at over 18s after 9pm so this is a brilliant time for them to advertise. The graphic mode used in this advert is live action produced in an animatic way. The participants in this advert move in ways to make the birds-eye-view look realistic - the police car wheels moving, sirens flashing round, running man etc.
Some techniques I have analysed and wish to include in my sponsorship sequences are probably the representation of the chocolate advert from Cadburys. The way that they made everything out of chocolate seems very appealing to me in terms of representing their product. I think that making everything blue in my sponsorship sequence could prove very effective in representing hydration of my sports drink. However I don't think that I will be using any techniques in the TalkTalk advert, as I don't feel that my sequence should be extremely creative.
TV Advert Analysis
This is the full 1 minute advert for the popular ever strong energy drink "Relentless". The technical codes involved in the advert attracted me, and left me wondering how the editing was done. I thought I would analyse the technical codes in it, such as the editing speed, the content, and the transitions in the advert.
It starts with a relatively young man potraying the stereotype image of a free runner - baggy clothes and a baseball cap - crouching on the top of a high altitude, when a narrative immediately comes into place, the first line being 'I've always known I was somehow different'. This gives the audience the impression that he is speaking to us directly, about his past. A close up of the bottom of his face sat still thinking is shown along with the line of 'unmoved by common pleasures'. This implements that he is different to everyone else and does not enjoy the normal things in life, the message being he is very original, this also being a similarity to the product being advertised.
The editing pace is quite mixed to begin with; not much movement, but some quick cuts between them (this could be a reference to quick gulps of the drink). This introduces the many things involved in the advert, with the characters and the urban sports such as free running and skateboarding, which are left with no action, portraying the lack of energy, linking to the drink. An excellent example of this is the shots with the skateboard; one a close up on its own snapped in half, and another with the skateboard flipping across the ground of a skate park without any owner. The line of 'darkness and suffering' runs parallel to a number of shots with a skateboarder involved in nasty falls which is a good link between the two as they are obviously suffering. The editing pace then picks up much faster about half way through, with the soundtrack, and action in every shot, being faster. This is a clear implementation of the release of energy due to the consumation of the drink. At 0:29 there is a brief flash which then changes the editing pace, slowing it down, background with blue skies, and longer shots - this could be when the drink is being finished - until 0:38 when the editing pace picks up and the skateboard etc. are together with their owner, and moving swiftly. Every character involved in the build up to the advert - dirtbike driver, skateboarder, surfer, bongo player etc. - is now with their sporting equipment and in action of performing their sports to a high standard. They have found the energy from somewhere, which is obviously connoting the importance of the drink Relentless.
The mise-en-scene demonstrates an urban style to the advert, which will appeal to their target audience quite effectively. The use of a hoody represents youth which will be their main target audience. The use of the monster mask in some shots gives a sense of power to whoever drinks the drink. It is a make believe shot which will appeal to the audience, and result in an effective selling technique.
The action shots of the harder skills in each of the urban sports is a great way to advertise due to people aspiring to be exactly like them and perform the tricks themselves. They aren't the most popular sports, however they are probably the sports which everyone would love to try out, but can't due to reasons such as accessibility (snowboarding - snow), time, and transport.
The use of camera is very varied in this advert. There are inclusions of high angled shots, low angled shots, close ups, medium close ups, wide shots, and long shots, as well as still shots and hand held shots. The range of camera angles fits in well with the variety of sports demonstrated. They are all used to great effect, with long shots of the snowboarder performing tricks in the air, to create a sense of calm with the blue skies, and the hand held camera underneath the dirtbike creating a shaking effect for the audience to relate to.
With 4 seconds to go, the title, slogan, and website are brought in one-by-one, and finally the backdrop fades out, leaving just the text on screen.This is more of an advert I can look at in terms of what I am looking to achieve in my adverts. The realism in it is 100% with no trick photography minus the mask worn, and I really like the idea of starting off weak and then suddenly improving due to the energy of the drink. The narrative however is something which I will probably not include at first. I may decide that I would benefit with a short narrative in the latter stages.
This is an advert for the popular sports drink "Powerade". The advert is based in a gymnasium, on a full sized basketball court in a stadium-like venue with seats. It is based here as a top athlete should be playing/practicing in a top venue, and therefore the makers of the advert are trying to make this as realistic as they can. The intended audience is probably around the 16-25 range. It is also aimed at people who play sports, at any level, and not only basketball. It shows LeBron James, a famous basketballer, throwing balls consecutively into the hoop from almost a full courts distance. I was incredibly shocked at this when I first saw it, as 99% of people probably would, however it is edited and therefore did not happen as the smallprint at the bottom which I noticed after about 6 times of watching states 'Powerade does not increase strength. It provides carbohydrate fuel'. When watching at home and not closely analysing, I don't think many people would know for real whether the advert was true or edited, however most people would have their doubts. The impression that Powerade gives you special ability to do stuff like this will inspire people to buy the product. The news reader is a good effect which they have included, as it is almost saying to them 'if you drink Powerade, this is what you can do!' The way that the news reporter is streaming live connotes that he is making the shots completely live, with no problems. A good technique they have used is that they have kept the camera distance from the basketball hoop the furthest they can. This adds to the confusion of the audience, wondering whether it is real or not, as the ball disappears from the shot for a split second. The diegetic sound of the crowd cheering and 'wow'ing also give an indication that he is actually making the shots. I cannot think of many techniques used here which I can use to my advantage, as the trick photography and unrealistic events are very difficult to edit. The diegetic sound however is something I will probably look into including in my advertisement.
This is an advert for the popular sports drink Lucozade. The ad appears on a football field, quite a scruffy football field, with oldish players playing against a younger team in a Sunday league match. It is based here to emphasise the standard which the players are competing in. The intended audience is probably around the 14-25 range, however it shows the older people becoming more athletic which may inspire the older generation to purchase the product. It is also aimed at people who play sports, at any level, and not only football. The target audience is shown by the younger team losing to the older team due to the oldies drinking Lucozade. Consequently this shows that the younger team should be determined to step it up and drink Lucozade in order to at least compete with the older side. All of the advertisement is used in the graphic mode of 'live action' however it has obviously been edited. It shows the older team pulling off a lot of skills to humiliate the opposition, implying to the audience that the older team have been drinking Lucozade before the match, and therefore, the energy drink has given them a massive amount of energy to be able to beat the younger team with ease. They try to exagerate the amount of energy which the drink gives them, and it will 'wow' the audience, resulting in more people purchasing the product. Most of the shots are l0ng shots, however close enough to see the skills. This is because at a football game, usually when shown on TV, the shots mostly shown are wide long shots, so all of the action can be seen. These shots however are slightly closer, in order for the audience to see the 'skills' that the older players are producing. If the shots were any closer, it would be too easy for the audience to realise straight away how fake it actually was. I cannot think of many techniques used here which I can use to my advantage, as the trick photography and unrealistic events are very difficult to edit. The logo of the product is a sea shade of blue, which connotes the colour of water and hydration. It is probably the best colour which could be represented for a carbohydrate fueled drink. The sound that is included in the advert, is mainly just basic cheering. However once the first goal is scored, non-diegetic sound, in an upbeat carnival song, is brought into the scene. This goes well with the purpose of the advert, becoming more energetic. The song that the older team sing at the end of the match, in a group hug, is the 'Okie-Cokie'. This could be seen as quite immature, bringing out their youthful side, and also it connotes that the old men still have enough energy to celebrate at the end of the match. The thing which I do like about this advert and may look further into, is the way that many events happen, with different players, producing different tricks.
Research
I need to think of a product to advertise. I am thinking either an energy drink, a DVD for a fitness regime to improve an athlete's vertical jump, or possibly some new training shoes.
I must contact Newcastle University (0191 222 6000) regarding filming a short clip of their volleyball team in action. It will be a set scene (a big hit) and then possibly the player come close to the camera and say the slogan of my product.
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I have decided on my product being a sports drink. Now I need to think of a name, slogan, and also produce a label for the bottle. I intend to contact Newcastle University tonight to try and arrange whether the volleyball team/a few members, can take some time to be filmed.
I contacted Newcastle University tonight, spoke to the sports centre, and they told me to call The Athlete's Union regarding my enquiries. The volleyball team don't start training until October so will have to phone the Athlete's Union for a more direct contact to see if anything can be sorted.
Come up with a name for the product. "Re-charge" Energy drink. It is simple, and self explanatory. As far as I know there are no current energy drinks called "Re-charge" as I did a brief search on the internet. This is easily changeable should a problem arise. I am also considering the name "Outbreak" as it sounds quite an aggressive word to enable power as a metaphor.
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The volleyball coach at my current club apparently knows the coach of Newcastle University's volleyball team. I will see him on Wednesday for any information.
Also I have finalised my decision on the name of my product, and it will be "Outbreak".
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I have not yet gathered any further information of the Newcastle University volleyball team, as the previous info I had recieved told me that they wouldn't even be in the building until the beginning of September. This would give me very little time for planning and re-adjusting if things were to go wrong. The best solution would probably to use my two locations of filming, my local club Haughton, and the other club which I train for, Middlesbrough. I am there once a week so the filming should be fine by everybody there. However if I do find out any important information about Newcastle University volleyball club then this may change.
Going on holiday on Sunday so this may not see a change for a while!
I've decided that trying to film the volleyball squad at Newcastle university may well be incredibly difficult. Due to this, I have decided to use my original film with Haughton, and instead of Newcastle, I am going ot film Middlesbrough College's team, as I train with them every Tuesday night anyway. It will be easier, cheaper, and more time flexible than filming in Newcastle.
I've emailed somebody at both the Middlesbrough team and Haughton team and am now awaiting a reply.
The target audience for my product will be around the 16-25 age. Predominantly males will be drinking it, however women will also drink during sports.
I will look to base my TV advertisements inbetween programs such as football matches, highlights, as well as Sky Sports channels including Sky Sports news. This is because my target audience are most likely to be watching these programs/channels and therefore the advertisement fees would be well distributed. There wouldn't be much benefit from advertising during day-time TV such as Bargain Hunt and Countdown as most of my target audience would not be watching these types of programs.
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I AM NOT FILMING 2 VOLLEYBALL ADVERTS NOW. I have decided that they will be very similar so instead I am doing a volleyball advert at my local club, and a football advert on a nearby field. This doesn't restrict me in any ways such as when I could travel there as getting to Middlesbrough for a recce in short notice would be difficult.
I must contact Newcastle University (0191 222 6000) regarding filming a short clip of their volleyball team in action. It will be a set scene (a big hit) and then possibly the player come close to the camera and say the slogan of my product.
------
I have decided on my product being a sports drink. Now I need to think of a name, slogan, and also produce a label for the bottle. I intend to contact Newcastle University tonight to try and arrange whether the volleyball team/a few members, can take some time to be filmed.
I contacted Newcastle University tonight, spoke to the sports centre, and they told me to call The Athlete's Union regarding my enquiries. The volleyball team don't start training until October so will have to phone the Athlete's Union for a more direct contact to see if anything can be sorted.
Come up with a name for the product. "Re-charge" Energy drink. It is simple, and self explanatory. As far as I know there are no current energy drinks called "Re-charge" as I did a brief search on the internet. This is easily changeable should a problem arise. I am also considering the name "Outbreak" as it sounds quite an aggressive word to enable power as a metaphor.
------
The volleyball coach at my current club apparently knows the coach of Newcastle University's volleyball team. I will see him on Wednesday for any information.
Also I have finalised my decision on the name of my product, and it will be "Outbreak".
------
I have not yet gathered any further information of the Newcastle University volleyball team, as the previous info I had recieved told me that they wouldn't even be in the building until the beginning of September. This would give me very little time for planning and re-adjusting if things were to go wrong. The best solution would probably to use my two locations of filming, my local club Haughton, and the other club which I train for, Middlesbrough. I am there once a week so the filming should be fine by everybody there. However if I do find out any important information about Newcastle University volleyball club then this may change.
Going on holiday on Sunday so this may not see a change for a while!
I've decided that trying to film the volleyball squad at Newcastle university may well be incredibly difficult. Due to this, I have decided to use my original film with Haughton, and instead of Newcastle, I am going ot film Middlesbrough College's team, as I train with them every Tuesday night anyway. It will be easier, cheaper, and more time flexible than filming in Newcastle.
I've emailed somebody at both the Middlesbrough team and Haughton team and am now awaiting a reply.
The target audience for my product will be around the 16-25 age. Predominantly males will be drinking it, however women will also drink during sports.
I will look to base my TV advertisements inbetween programs such as football matches, highlights, as well as Sky Sports channels including Sky Sports news. This is because my target audience are most likely to be watching these programs/channels and therefore the advertisement fees would be well distributed. There wouldn't be much benefit from advertising during day-time TV such as Bargain Hunt and Countdown as most of my target audience would not be watching these types of programs.
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I AM NOT FILMING 2 VOLLEYBALL ADVERTS NOW. I have decided that they will be very similar so instead I am doing a volleyball advert at my local club, and a football advert on a nearby field. This doesn't restrict me in any ways such as when I could travel there as getting to Middlesbrough for a recce in short notice would be difficult.
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