Task 8: Evaluate the adverts
Learning outcome 3 (U20): Be able to produce the planned media components.
M3 (U20): Explain how the created media components comply with the codes and conventions of the media sectors.
Codes
Codes are systems of signs, which create meaning. These may include both technical codes or symbolic codes. An example of a code that creates meaning is the retro clothes used in our advert to portray another era.
Magazine Advert
For our magazine we took inspiration from Dr Peppers advert, they demonstrated clear bold font at the top of the page with an image of their product underneath, both in the same colour. We incorporated their style into our work by having the colour of our can the same colour of our font which was red. We displayed the can in the middle of the page with the font at the top so the first thing the audience would see is the product we are promoting. For our magazine we took into consideration the layout of our advert to make sure it caught our readers attention which would potentially spread awareness. One of the ways we incorporated this is by using a fundamental component, in the magazine design we used a Z layout which in past research has been proven to naturally draw the readers attention to look at the complete perspective of the page. At the foot of both our magazine and billboard advertisements we displayed all our social media handles, so we could gain maximum exposure and response across our various social media platforms. This was a key component which would complement both advertisement opportunities, as in this day and age we are experiencing that social media has become such an important and fundamental cross media platform for advertising. This also helps create the need and requirement for audiences to share the content and their experiences, which as a consequence provides additional exposure and awareness for the company. As a result, it will save significant investment in relation to marketing and PR budgets to promote the advertising launch campaign. We also made sure that we used the same font throughout each of our adverts, this is due to the fact that we wanted them all to flow and relate to each other. We decided to display the red can onto a patterned background as it is extremely eye-catching as well as the background relating to a retro 1990's theme. We used a layout where the product was in the centre, therefore the canned drink would be the first thing that the audience looked at which is the aim of an advertisement. For our can we made sure we used the same font on it as well as for our advertisements therefore they would relate and display a consistent message. The drink is strawberry flavoured so we decided o make the can red as well as a positive of red being a bold, bright and eye catching colour. We decided to use a red font onto of the background due to it being a bright bold colour and very popular around the 1990's retro era which is what our drink and advertisements are based around. We used the colour scheme
Billboard
Through our research we discovered that it would be more effective for our billboard to be bold and bright with minimum writing, the bright colours on the billboard are extremely eye-catching and grab the drivers attention as well as being memorable. Another reason it is good is due to driving and not being able to read a whole sentence without reckless driving.
We used the same font and logo for our billboard that we used for all our other adverts therefore they would relate. We made sure that it was bold and simplistic as then the drivers passing by would easily see what we were advertising and not get distracted on the road by it. Within the billboard we displayed out social media links, therefore the drivers passing would know where to find more about the product and follow it with their latest updates, this created more publicity and awareness for the brand. We decided to include the social media links due to social media being extremely popular in this day and age and when drivers are driving past they may not have enough time to see the billboard therefore if the social media was displayed they could look it up in their own time later. We chose to use this specific font as it had a fun retro style to it, we found the font extremely eye catching as well as the audience finding it eye-catching through our research we took. Due to us picking an eye-catching font it's more likely for the audience to remember us and our advertisement.
For our billboard we took inspiration from CocaCola as they are one of the biggest well known canned drink companies in the world. Their simplistic billboard came across eye catching due to the bright colours and how the font is clear to read. For our billboard we took inspiration from the font by using a bright red font onto a black and white tonnes background to catch the drivers passing by attention. We also displayed the product on the billboard in a bright colour to demonstrate our product to the people passing by the billboard. Through our research we saw that not many companies had their social media shown on their billboard. However, due to the canned drink being a new release in a company not as known as Coke we thought it would be appropriate to have our social media handels within the the audience would know where to find us and more detail about the product we are advertising.
Video Advert
For our video advert we made sure that throughout we kept to the theme of retro 1990's therefore we made sure that the music we used in the background was from the 1990's era as well as the clothing we dressed out actor in. We related our video to the product by including the logo of PhizzWizzard on the video, there for audience would clearly know what we were advertising. For our video advert we wanted to make it unique and eye-catching, therefore we used a green tint over all of our camera shots, as well as it relating to the green lights displayed in the arcade. We thought through our research that an arcade would be the perfect place to film due to arcades being an extremely popular hand out place for our target audience in the 1990's. We decided to only use one character as we wanted to focus on the story we were displaying about the boy becoming good at everything once after he drank from the can. We thought if we had more then one character the focus would drift away from the can. We made sure we had the can in the majority of all the camera shots to display the product we were advertising. We took inspiration from the Share A Coke advert in they way in which there's a story behind a person and their experience with a drink. We incorporated this within our video advert by creating a story between our actor in our video add and our canned drink. We used a retrospective 1980's/90's music theme and beat as a background to support the advertisement commercial, as it would create nostalgia which the relevant target market would be familiar with and relate to. By using this familiar and memorable music genre it would be a highly effective way to set the scene, and allow the thought provoking target audience to reflect and reminisce. We didn't use voice overs within our video advert or complex camera transitions as we didn't want to make the video advert too over the top and extra. We wanted it to be memorable but for a positive way where we could also promote our product positively. We felt that when displaying the image of the time traveling on the screen it demonstrated the meaning of our video and no voice overs we felt were needed.
Learning Outcome 2: Be able to plan a cross media advertising campaign to a client brief
The brief states that Carter Soft Drinks require an advertising campaign launch
for their latest fiche drink, names Phizzwizzard. This drink tastes of strawberry laces and the liquid is a bold and inviting red in colour. It was decided that the drink is only to be sold in cans aiming at a retro target audience of 30-something, who mostly will recall experiencing cans when they were younger. They also want to capture the lucrative and and target the major audience of young people aged 13-18. As part of the detailed brief we were required to create billboard advertisement from conception right through to execution in addition to a magazine print campaign and design a video that would also be used through digital channels and social media.
The detailed brief from the client gave us a clear direction as to the type of content, vision and direction they were looking from us as part of the overall advertising campaign. As part of their brief they gave us all a selection of detailed images on the feel and look of the can, so therefore we were fully briefed and conversant as to how the can should be presented. They also gave us statistics on the demographic target audience and fully explained that the key objective was to target a retro audience around the ages of 30 as well as 13-18. Therefore, with this combined information we are able to create an advertisement which would encapsulate both target audiences. As part of this campaign brief we produced a video advertisement that would appeal and target the youth market, in addition to the older generation. We executed this by creating an advertisement that would allow the audience to reminisce and create levels of nostalgia whilst creating emotional flashbacks to their memorable childhood.
We based our advertisement around an arcade location, we chose to do this through our primary research as we discovered that arcades were extremely popular places for people within our empathic audience to frequent in the 1990's. We also took inspiration from the movie Back To The Future as its based in the 1990's and was extremely popular and well known. As the movie was light hearted and contained some humour, we decided to incorporate these his content within our advertisement so the more mature adult watching could relate to. For both our magazine and billboard campaign one important criteria was to use bright and bold eye-catching colours to create maximum impact and create the readers immediate attention. From past research it's also proven that an A Z layout increases the probability of an audience reading across the whole entire page therefore we decided to adopt this approach. It was also particularly important to include within the advertisement collateral a selection of call to action links so Carter Soft Drinks could maximise their response across the different levels. We executed this by including all the various social media links and information on where they could source more information of the campaign across our multi media cross platform campaign. This was a key part of the campaign as we knew it would create interest and provoke significant levels of social media activity and PR coverage, which as a result would allow the product to receive huge levels of complimentary exposure and editorial coverage.
M3 (U20): Explain how the created media components comply with the codes and conventions of the media sectors.
Codes
Codes are systems of signs, which create meaning. These may include both technical codes or symbolic codes. An example of a code that creates meaning is the retro clothes used in our advert to portray another era.
- Technical Codes - This is all the ways in which equipment is used to tell the story in a media text (e.g. - camera work or editing).
- Symbolic Codes - This shows what is beneath the surface of what we see. For example, a characters action can show you how they are feeling and their emotions.
- Technical Conventions: A convention in a technical area. These conventions, apply to the majority of music videos or adverts for e.g. the video being the same length as the song and fast cuts
- Genre Conventions: this is where conventions are associated with a particular genre. An example of this would be portraying the 90's, which we did for example by changing the clothes of the actor to let the audience know that the year has changed.
Magazine Advert
For our magazine we took inspiration from Dr Peppers advert, they demonstrated clear bold font at the top of the page with an image of their product underneath, both in the same colour. We incorporated their style into our work by having the colour of our can the same colour of our font which was red. We displayed the can in the middle of the page with the font at the top so the first thing the audience would see is the product we are promoting. For our magazine we took into consideration the layout of our advert to make sure it caught our readers attention which would potentially spread awareness. One of the ways we incorporated this is by using a fundamental component, in the magazine design we used a Z layout which in past research has been proven to naturally draw the readers attention to look at the complete perspective of the page. At the foot of both our magazine and billboard advertisements we displayed all our social media handles, so we could gain maximum exposure and response across our various social media platforms. This was a key component which would complement both advertisement opportunities, as in this day and age we are experiencing that social media has become such an important and fundamental cross media platform for advertising. This also helps create the need and requirement for audiences to share the content and their experiences, which as a consequence provides additional exposure and awareness for the company. As a result, it will save significant investment in relation to marketing and PR budgets to promote the advertising launch campaign. We also made sure that we used the same font throughout each of our adverts, this is due to the fact that we wanted them all to flow and relate to each other. We decided to display the red can onto a patterned background as it is extremely eye-catching as well as the background relating to a retro 1990's theme. We used a layout where the product was in the centre, therefore the canned drink would be the first thing that the audience looked at which is the aim of an advertisement. For our can we made sure we used the same font on it as well as for our advertisements therefore they would relate and display a consistent message. The drink is strawberry flavoured so we decided o make the can red as well as a positive of red being a bold, bright and eye catching colour. We decided to use a red font onto of the background due to it being a bright bold colour and very popular around the 1990's retro era which is what our drink and advertisements are based around. We used the colour schemeBillboard
Through our research we discovered that it would be more effective for our billboard to be bold and bright with minimum writing, the bright colours on the billboard are extremely eye-catching and grab the drivers attention as well as being memorable. Another reason it is good is due to driving and not being able to read a whole sentence without reckless driving.
We used the same font and logo for our billboard that we used for all our other adverts therefore they would relate. We made sure that it was bold and simplistic as then the drivers passing by would easily see what we were advertising and not get distracted on the road by it. Within the billboard we displayed out social media links, therefore the drivers passing would know where to find more about the product and follow it with their latest updates, this created more publicity and awareness for the brand. We decided to include the social media links due to social media being extremely popular in this day and age and when drivers are driving past they may not have enough time to see the billboard therefore if the social media was displayed they could look it up in their own time later. We chose to use this specific font as it had a fun retro style to it, we found the font extremely eye catching as well as the audience finding it eye-catching through our research we took. Due to us picking an eye-catching font it's more likely for the audience to remember us and our advertisement. 
Video Advert
For our video advert we made sure that throughout we kept to the theme of retro 1990's therefore we made sure that the music we used in the background was from the 1990's era as well as the clothing we dressed out actor in. We related our video to the product by including the logo of PhizzWizzard on the video, there for audience would clearly know what we were advertising. For our video advert we wanted to make it unique and eye-catching, therefore we used a green tint over all of our camera shots, as well as it relating to the green lights displayed in the arcade. We thought through our research that an arcade would be the perfect place to film due to arcades being an extremely popular hand out place for our target audience in the 1990's. We decided to only use one character as we wanted to focus on the story we were displaying about the boy becoming good at everything once after he drank from the can. We thought if we had more then one character the focus would drift away from the can. We made sure we had the can in the majority of all the camera shots to display the product we were advertising. We took inspiration from the Share A Coke advert in they way in which there's a story behind a person and their experience with a drink. We incorporated this within our video advert by creating a story between our actor in our video add and our canned drink. We used a retrospective 1980's/90's music theme and beat as a background to support the advertisement commercial, as it would create nostalgia which the relevant target market would be familiar with and relate to. By using this familiar and memorable music genre it would be a highly effective way to set the scene, and allow the thought provoking target audience to reflect and reminisce. We didn't use voice overs within our video advert or complex camera transitions as we didn't want to make the video advert too over the top and extra. We wanted it to be memorable but for a positive way where we could also promote our product positively. We felt that when displaying the image of the time traveling on the screen it demonstrated the meaning of our video and no voice overs we felt were needed.
D2: Demonstrate how the technical and aesthetic properties of the media components meet the client brief.
Learning Outcome 2: Be able to plan a cross media advertising campaign to a client brief
The brief states that Carter Soft Drinks require an advertising campaign launch
for their latest fiche drink, names Phizzwizzard. This drink tastes of strawberry laces and the liquid is a bold and inviting red in colour. It was decided that the drink is only to be sold in cans aiming at a retro target audience of 30-something, who mostly will recall experiencing cans when they were younger. They also want to capture the lucrative and and target the major audience of young people aged 13-18. As part of the detailed brief we were required to create billboard advertisement from conception right through to execution in addition to a magazine print campaign and design a video that would also be used through digital channels and social media.
The detailed brief from the client gave us a clear direction as to the type of content, vision and direction they were looking from us as part of the overall advertising campaign. As part of their brief they gave us all a selection of detailed images on the feel and look of the can, so therefore we were fully briefed and conversant as to how the can should be presented. They also gave us statistics on the demographic target audience and fully explained that the key objective was to target a retro audience around the ages of 30 as well as 13-18. Therefore, with this combined information we are able to create an advertisement which would encapsulate both target audiences. As part of this campaign brief we produced a video advertisement that would appeal and target the youth market, in addition to the older generation. We executed this by creating an advertisement that would allow the audience to reminisce and create levels of nostalgia whilst creating emotional flashbacks to their memorable childhood.
We based our advertisement around an arcade location, we chose to do this through our primary research as we discovered that arcades were extremely popular places for people within our empathic audience to frequent in the 1990's. We also took inspiration from the movie Back To The Future as its based in the 1990's and was extremely popular and well known. As the movie was light hearted and contained some humour, we decided to incorporate these his content within our advertisement so the more mature adult watching could relate to. For both our magazine and billboard campaign one important criteria was to use bright and bold eye-catching colours to create maximum impact and create the readers immediate attention. From past research it's also proven that an A Z layout increases the probability of an audience reading across the whole entire page therefore we decided to adopt this approach. It was also particularly important to include within the advertisement collateral a selection of call to action links so Carter Soft Drinks could maximise their response across the different levels. We executed this by including all the various social media links and information on where they could source more information of the campaign across our multi media cross platform campaign. This was a key part of the campaign as we knew it would create interest and provoke significant levels of social media activity and PR coverage, which as a result would allow the product to receive huge levels of complimentary exposure and editorial coverage.
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