Pre-production Brief

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The fashion chain is aimed at 16-23 years old in which sells clothing products.  Also I am going to analyses different existing adverts and I am going to also create an advert. 

advert

Evaluation New

Our task was to produce an advertisement and choose a target audience and make sure we use the right skills and techniques to persuade the audience to purchase the product.
  
We carried out primary and secondary research. This was important because it helped identified out target audience.  Also our advert is fit for its target audience and it matched the brief so it was suitable for its target audience.  We a wide range of shot to make sure it had the maximum effect on the audience.
Also the way it’s edited and the style it brings the max out of the advert and it will attract more people to watch the advert and purchase the clothing. We worked well in a group because everyone did their part to make sure that the advert was at good level.

Everyone in the group were give roles to carryout and they did which was a positive because we got the work done and the editing was good because we recorded all the footage and then started editing so we don’t miss anything.

Also in our advert we communicated our brand so the audience know what brand, this is a positive because it is raising awareness of our brand. We also showed our video to different people so get different views and opinion.

The feedback we got from the people who watched the advert was a mix of positives and improvements. Such as one of audience said that adding the name and the price of the product when they show up on the screen was a really good idea because it provides customers with the product information. An improvement we got from one of the audience was the quality of the video, this was important because the video wasn't clear and some parts of the video didn't play, so we had to make sure that it was exported properly and tested before showing it to people.  

 This was important because we got new ideas on how to improve the video and attract more people to watch the advert.  We also had to change from our original plan, which involved a member of the group parking his car and adverting the clothing next to the car.

Also another factor was adverting clothing while playing football but we thought that that it wasn’t clearing showing the clothes or the brand so we changed our idea. We also had to change our storyboard and idea to make sure that our advert was suited for it and matched the brief. Also we used different techniques to persuade the audience to purchase the product, such as the music we used in our advert, which suit and goes with the flow.

We used a range of techniques in our advert, such as attractive music, this is important because the audience are most likely to watch if there music in the background which they might prefer.  Another technique we used in our advert was the different types of camera shots we used, in our advert we mostly used the medium and close up shots. This is because it’s easier for the audience to see what is being advertised and see if they are interested in the product or not. Also we used different type of effects such as black and white, this was important because it makes the advert and the video quality better. This way the audience can clearly see what’s happening in the advert and also it will persuade them to watch it because of the effects.  

Also we used effects such as black and white footage to make it look simple and attractive. Using these techniques was very effective because we got positive feedback from the audience that watched the advertisement. We also use a different type of camera shots but mostly we used medium and close up shots.

This is a positive impact because the audience can clearly see the products that are being advertised. Also we edited in the name of clothing that the actor is wearing and the price of so the audience know information the products that are being advertised. We also communicated our brand and the product clearly to our audience; also we edited our logo in the video so the audience know the brand. 

We also had to change our plans because we didn't prepare properly after we filmed our footage and started editing the quality of the video wasn't good enough and we didn't have enough footage so we had spend more time coming up with new ideas and filming them and then we needed extra time to finish off editing the advertisement. Overall I think our advert turned out is very good and also we worked well in a group.

Diary

Diary

13/01/13
In this lesson we started and complete the storyboard and risk assessment and also discussed ideas on what genre we should for our advert.

20/01/13
In this lesson we started the shooting schedule and mis-en-scene also we shared work on blogger an updating the blogger as well.

27/01/13
In this lesson we looked at our blogs and how we can improve them.

11/02/13
In this lesson as a group we went over the storyboard and made sure that there were no problems.

25/02/13
In this lesson we went to our location film our video. Also we started edition out footage using adobe premiere pro.

04/03/13
Today we carried on with editing and updated our blogs.

11/03/13
Today we carried on with the editing and updated our blogs.

Pre-production planning

Advert

We have decided to base our advert on the following props:

Therefore these will be the props however we will be basing our advert on the characters as the aim of the advert is to show the clothing. Therefore the combination of the two will make the advert more interesting and help in making the advert not just focused on one thing but different aspects. The adverts will be within different locations and will show the characters using their props then a still shot of them at the end to show their clothing in full.

Misc. En Scene

Locations

For our location for the advert we will have a car scene in which will have the character driving the car into a driveway. After this the character will the exit the car and do a still shot to show their clothing.

The other scene we will be having for the skateboard scene will be a skate park. Lastly the bike scene will be outside the school on Cox Street and the football scene in school at the Astroturf.

Lighting

All the scenes within the advert will be based outside therefore there will be no requirement for lighting. However in order to improve the graphics and the overall look of the advert when editing we will ensure that things such as brightness and the colour saturation is at the right level and if not the case we will adjust this.

Treatment

This will be a linear advert meaning that it will have a continuous indication of events. Therefore all the things that will be shown in the advert for each scene will be shown in order. The overall look and feel in which the advert will be aimed to convey will be a sense of excitement and energy. However in terms of the clothing we will be aiming to show a new look that is appealing to the target audience.

Context

The purpose of this advert will be to clearly indicate the clothing in which Shuffle sales. However another aim will be to ensure that the advert will be interesting which will gain the attention of the target audience hence why we used the idea of having props.

Risk assessment

Location	Risk
Cox Street	Cars, bikes and Props
School	Running students
Driveway	Cars
Skate park	Skateboarders and Bikes

Advert roles

Name	Role
Kashif Naseer	Actor and editor
Munashe Mukandi	Actor, editor and director
Curtis Fletcher	Actor and Camera man
Haris Umair	Actor and Camera man

pre-production online questionnaire New

We carried a questionnaire online to get ideas on what we should base our idea online. This was important because we needed to see what the audience prefer and what makes an advertisement interesting for them to watch.

 Also we asked which forum our adverting so they find effective and interesting. We also asked the age question so we what age group would be watching the advert so we can make it suitable and appealing toward them.

Also by carrying out this question we got ideas on how to improve the advert and how to attract more audience to watch the advert.    

Pre-production mood boards & word boards New

This was our first mood board when our advert was going to be on fashion clothing such as street and hip hop clothing but then we had change of plans.

(Group work)

This was our final mood board because our advert was going to be about smart, casual and modern clothing and this mood board portrays what our advert is about.

These word are related to our advert about it shows different meaning of the word swerve which is the name of our production.

Pre-production story board New

Final story board

The first scene will be based on the motor museum stairs in which the advertisement will be established.

For the first scene this is going to show the character moving from one position to another in a still shot in which will make him seem like he is disappearing and reappearing on another spot.

The next scene shows two characters in which one will go down the stairs bar and join the other.

After doing the scene on the stairs the advertisement will go on to show the character in a garden just doing different poses.

Within the Garden the two characters will also do a catwalk to show different angles of their clothing.

Another scene will also show a character walking therefore clearly showing what they are wearing which is relevant as the advert is based on clothing.

First story board

Pre-production risk assessment New

Risk assessment

We as a group will need to carry out a risk assessment because we need to make sure that that the location we are going to use to for our video. We need to make sure that the location we use is safe.

Also we will need to look at the location that we are going to use because it could problems such lose wires which could be dangerous because someone could trip over them and hurt themselves.

The risk factors could be the rain comes and this may cause one of the crew members to slip and hurt themselves. Also there is a computer there with lose wires. This is a risk factor because someone could fall over and hurt themselves and also it’s dangerous with the electrical equipment. Our location was the bridge in town in the city centre outside the transport museum.

Pre-production Name of production and camera angles Prezi New

The name of the production is Shuffle

Camera angles http://prezi.com/tve4sgio_tvc/camera-angles/

We used some these shots in our advert.

pre-production Equipment list/Budgeting& Logos New

Equipment list/Budgeting:

Camera- £300

Tripod- £150

MacBook for editing- £800

Editing software- £100 - Props- £50

Lighting equipment- £20 - Total budget- £1420

 

First logo:

 

 

final logo:

 

Pre-production Crew list New

Crew list: This show who was in the group, what role did they act out, the equipment we used and the location we used to film out advert.

 

Research existing adverts New

 

 

 

 

 

 

 

 

 

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· Mostly close up shots

· Colourful advert (mostly black and red are mostly)

· Mostly female models

· Party clothing

· Target audience (young adults)

This advert mostly uses close up shots so the audience can clearly see the clothes that are being advertised. In the advert the main colours that are used are black and red; also most of those actors are females. In the advert NEWLOOK are adverting party clothing and the target audience for this is adults aged between 18 to 25 years.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

·         Medium and long shots mostly used

·         Lots of people mostly couples (teenagers)

·         Mixed models males and females

·         target audience (young adults)

 

In this advert medium and long shots are mostly used so the audience can see all the different type of summer clothing.  Also in the advert a mixed of actors such as males and females and the target audience for this advert are young and old people aged between 18 to 25 years old.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

IKEA Living Together adverts

In the starting of the advert the two characters are in a dark room. Then the illuminate as they clean and organise it. They are in a house so they are dressed casually. There are no-diegetic sounds in the advert such as music in the background.

The camera shots that were used in the advert are mostly medium shots and some close up shots on the characters. The target audience for the adverts are people aged between 20-45 years old. Also the products that are being advertised are storage equipment and furniture.

 

seasons events table New

Research Psychographics and seasonality New

Psychographics

This is when a business targets a particular audience. They will do this by producing plans to target different types of audience. There make revenue from advertising products. They produce products and goods targeted at certain people and most of them would be audiences depending on the time of the day.

 

Another factor that is important is when it is best to put the advert on. This is important because depending on the time business can’t put certain adverts during the day. An example of this would during family time businesses aren’t allowed to show adverts which could be disturbing to the young generations.

 

To get the maximum amount of customers, the business needs to make sure that whatever they are advertising is suitable for a family if the advert is during the day and in the evening they can show advert which aren’t suitable for children because of the watershed.

Businesses need to make sure that the adverts are shown at the best time so they sell the maximum amount of products.

 

Seasonality

This is what adverts are shown at what time of the year. An example of this would be in December most of adverts which are shown on TV will be related to Christmas and sales of certain products which will attract more customers and target audience such as children will be attracted to sales of toys. The viewing figures are high in certain months such as November and December because people purchase gifts and presents for Christmas.

 Also the average time that people watch TV in winter is 2hours. The month with the lowest viewing figures are July and August. This is because most people are out either on holiday, shopping or in parks relaxing. Audience categories: This is when the adverts are categorised so they are only for certain people.  

Men 16-34

      You people usually watch TV at night so it’s important for the business to advertise their products which are aimed at young people. If the business does this they will get more audience and young people will be more aware of the product.

     

      Also young mostly watch sports such as football and cricket. So it important for the business to advertise their product on sports channels, this way they will get more audience.

     

     Men ABC1

     There are over 12 million ABC1 men in the UK. The men in this group are less likely to be single or divorced. Men in this group are less likely to be separated or divorced than many other demographics with over two thirds Married or cohabiting. Activities online involve travel, sport, finance and news sites ranking amongst their favourites.

     

      Men C2DE

This is a large and mixed demographic group which includes over ten million men in the UK.

Men 16-34

these types of people are less likely to have children and they are more sociable people which subsidize to them watching less television.

Men ABC1

this group of people are less likely to be divorced. They are likely to live in the south of London because are more jobs available in that area.

Men C2DE

this group of people do not care about expensive goods and are more flexible.

 

Men 55+

There are more than 7.5 million men over the age of 55 and most of them are elderly. This means that a lot of them watch TV to pass time.

Women 16-34

Young women are not that interested in the news and those with children often watch the most during school hours. The younger audiences watch reality shows because they prefer.

Women ABC1

these people are more likely to have children and the majority of these women do part time work and looking after their children.

Women C2DE

There are over 11 million people in UK and have an average of £17,000 result. Nearly half of them are women have kids under the age of 15.

Women 55+

There are 9 million women in this group in the UK and they are generally more rich then the other age groups in the UK.