Outline of all Three Initial Ideas

Main Task
Creating a glasses advert (we still to come up with the brand name) that is suitable for our Mainstream audience.
Location of film: In a house and outside as actress walks out of front door

Scene 1: Girl washes up paint pallets in the bathroom and leaves a tube of black paint in what looks very similar to a toothpaste tube. 
Scene 2: Sound of birds to show its morning. Girl wakes up and does normal morning routine           
Scene 3: Girl goes to the bathroom to clean teeth, accidentally picking up the tube of paint to clean her teeth with (this is not made obvious to the audience)
Scene 4: Girl walks out of the door, smiling and saying 'good morning' to the neighbour. At this point it is revealed to the audience that she has the black paint on her teeth. 
Scene 5: The girl walks off oblivious of the paint before her neighbour can tell her.

Scene 6: The slogan similar to ' Should've gone to Specsavers' appears 
We will create a storyboard which will display this idea in more detail, including the camera shot and angles we will be using.

Web Pop-up

For our Web Pop-up, we are again using the comedic theme, this will make the Web Pop-up more appealing. Rather than people just closing the ad without looking at it, using this theme should hopefully make it memorable and more interesting, unlike usual Pop-ups.
Our plan is to draw a picture of a man who is robbing a bank; he is carrying a sack and is wearing a balaclava, instead of holding out a gun he has mistaken this for a banana. The slogan is placed at the bottom of the popup which also shows the latest deal - 2 for 1 on glasses.

We will draw a sketch of what this will look like

Sponsorship Advert

We are still thinking of possible ideas for this, so far we have come up with sponsoring a show similar to 'Come Dine With Me'. In this advert the host would give her guests cat food and the cat the dinner she had cooked. We are unsure of this idea, however we may choose to expand on it if we fail to think of anything else.

Pop-up Location

We have based our idea of what bank cashiers look like from online research that we have found, as well as our own knowledge. This is an example of what we intend our Pop-up to look like:

We have thought about the most suitable place that we can use for our location. We decided that our School would be the best location to shoot, because it is easily accessable for us and has a screen that looks similar to that of a Bank, along with the computers which create the illusion of being in a Bank.

We have chose to shoot our Pop-up in the location below, which is our school reception. We chose this location because the screen, along with the computers creates the illusion of being in a Bank. There is also a slot at the bottom of the glass which is similar to a cashiers desk where the money gets passed through. Here is our chosen location:

At first we thought about having it from the cashiers point of view, this way the robber would be pointing the banana at the camera and this makes it clear and obvious to see what he's done wrong. The intimacy would have meant the viewer could really see the humiliation and mistake that the robber made. Additionally, having it from this angle also makes it look more real. We took a picture from this angle but later decided that it would be better to have the shot as if its from CCTV footage.

Here (above) is an example of what it could look like if it was shot from the robbers side of the glass screen, and below is what it would look like from the cashiers side of the glass screen:

Having it shot from a CCTV angle makes it more eye-catching, different and adds to the realism of the situation. By using CCTV, it makes the problem of having bad eyesight more realistic and the viewers may buy our products as a result. We have been discussing which angle looks the best and we have decided to shoot it from the same angle as the black and white picture, this is because it gives the best view of what is going on and gives the viewers a clear image of the problem. If we chose to shot it from the cashiers point of view, this could be difficult for us because there are things in the Mise en Scene that you would not normally find in a Bank, for example the posters, notice boards and stairs.

We decided on the angle of black and white picture because it is more clear that it is a Bank because of the computer, but we will remove unnecessary things such as the mug and messy pieces of paper. These are our draft pictures and we will go back and shoot the final one very shortly. The one thing that we are unsure about is the colour of the picture, we like the black and white effect because it looks a bit more like it was shot from a real CCTV camera, although we think it would be hard to make it clear that he is holding a banana and not a gun. One thing we were going to try was editing the colour and perhaps leaving the banana in yellow somehow? We will have to take the picture and see which one we prefer.

Pop-up Sketch

This is a sketch of our pop-up idea of a robber, having not gone to Specsavers, not noticing the fact that he's using a banana instead of a gun. I think it'd be important for us to include a background to confirm to the audience the fact that he is robbing it. Without the background the balaclava is the only indication. This also includes humour and this is something that we want to use in all of our work on the Adverts and Pop-ups. We also need to have something to click on to attract customers, something like 'Click here to find out what happens next' or 'Click here for 2 for 1 glasses', or anything that will get the customers interested. A Web Pop-up is used to tell the audience what they could get, but they need an annotation to click on to find out how they can get this. If we write something like 'Click here to see what happens next' we could have them directed to a clip we have made of the actual robbery taking place (although we won't have to actually make this), it also gets the audience thinking what could actually happen next, therefore making them interested and wanting to click on the link. We are aware that we will need to include more information on our Pop-up but we are still discussing what we should have. We want something that will attract the audiences attention and make them want to click on an annotation, this way we can explain in more detail about what we are offering, but the only way to do this is by grabbing their attention in the first place with this Pop-up. We also need to make the writing much bigger, making it more clear the brand of the product.

When we make our real Web Pop-up we are going to use a real person and not a drawing, this way it is more realistic and believable, also making it funnier because it creates a sense of realism. We are still thinking of the background that we could use, although we don't think that it will be easy to walk into a bank with someone wearing a balaclava and take pictures of them. We are considering using a background of somewhere around school, but not making it obvious that it is school but perhaps some doors in the background or something. We are also considering using the Green screen and putting a picture of the inside of a bank behind the person, although this could be difficult making it look real due to the editing we would have to do on the lighting etc.

Web Pop-up Mise en scene

Costume Ideas:

When deciding the costume ideas for our actors in the web pop up we decided to correspond to audiences stereotype by using outfits they would expect a robber to be wearing. This is because we don’t want to detract attention away from the banana in the shot as this is the focal point. With something that the audience wouldn’t expect to see, e.g bright clothing,  the audience would be aware of the costume and perhaps even question it. We presented our target audience with two images of the robbers in two different costumes and asked them to state the one in which they noticed the banana sooner. The costumes were: 

1. Dark clothing- black baggy jumper and dark jeans.
2. horizontal black and white striped jumper and jeans

We found that the majority of our target audience noticed the banana in the robbers hand earlier in costume idea 1. With this piece of information, we will use dark clothing.

Setting Ideas:

Similarly to the costume idea, there are certain objects that people expect to see when imagining a bank robbery. If there are objects that correspond to their schemata, they are more likely to remember it which is vital for our advert as we want it to stick with the audience. We have researched studies carried out by researchers such as Loftus and Palmer to find out what people expect to see in a bank robbery. These included:

1. A man wearing a balaclava
2. A getaway car
3. A woman screaming
4. Robber carrying a gun
5. Robber carrying a black bag full of cash 

We would like to include some of these in our web pop up to increase realism. As it is highly unlikely that we will be able to take the photograph in an actual bank, we have to consider locations that are possible. Other possible locations include our school and parents work place however we are looking into this further and will take practice shots at different locations to compare.

Location for First Advert

Out of all our bathrooms this one is the most appropriate. It is relatively spacious allowing room for shooting and the simple black, white and cream theme will not detract from the point of the advert. Our target audience is mainstream so it's important for as many aspects of our advert to be not too particular. When shooting we will obviously tidy it up (bottles on window sill) and remove the blue basket which is rather distracting. We will still only remove things that are going to be taking the audiences attention away from what is happening, but we have to ensure that the location still looks realistic and as if someone actually lives there. There is also a relatively large mirror in the centre of the bathroom, which will make it easy to see the characters face while she is getting ready. You cannot see it in these pictures but next to the bath there is a large window, this will help us when filming because it will make it clear of the time of day, allowing us to use natural light.

Advert Sound

We have discussed the use of diegetic and non-diegetic sound in our advert. Is music really relevant? Usually music is used to provoke a certain emotion or feeling and as our advert's main concern in creating humour, it seems unnecessary. We think that creating realism is important, therefore we only intent to use diegetic sound, this way the audience can relate to the character.

http://www.youtube.com/watch?v=w9J_q2OUzis
I have included this advert in my research and in this Specsavers advert it is the diegetic sound which is important in emphasising what actually happens and what is funny. You can tell the vulnerability of these two people by their conversation and hearing the birds in the background makes it a more reaslistic situation, not to mention the screams of the other passengers on the rollercoaster having a good time compared to this elderly couple who are obviously clueless without glasses.

http://www.youtube.com/watch?v=Ubf28LPnfYs
Whereas in this Specsavers advert the music is important in creating a specific genre and building up the shepherd's strong wise character which only makes his oblivion to sheering his dogs funnier. This is not the comedic angle we wish to take in our advert so for now we plan not to use music. It'd be easy for us to add music after if we feel it is needed; for example to hide bad diegetic sound.
One type of diegetic sound that we will definitely use will be the birdsong and alarm ringing to inform the audience of the arrival of morning.

Updated Advert Storyboard

This is our up to date storyboard. I think the close-up of her leaving the paint on the side is important; it subtly suggests what is about to happen and this creates humour. Her looking tired is also important as it creates realism; the audience will be less likely to say "Wouldn't she taste the paint?!". The last shot highlights her humiliation and plays a role in persuading the audience to not let this happen to them (by buying glasses from Specsavers). I think that we need to ensure the important parts of the advert are shown clearly to the audience (the paint being left by the toothpaste and her brushing her teeth with it without noticing) and the way we plan to do this is by using close-ups and extreme close-ups of important aspects within the advert.

Storyboard One

This is our original storyboard for our First TV advertisement. As you can see it is incomplete. After drawing frame 3 and 4 we realised that in the short space of time that is our advert we don't have time for shots which only concern match on action and continuity. The birdsong (and maybe alarm ringing) will be enough for the audience to recognise the fact that it is morning and she is waking up. We are currently drawing up our new storyboard. After discussing this storyboard we have already slightly changed a few things, we have decided that we don't really need a close up of the feet walking to the bathroom because the sound used (birdsong or alarm clock) will make it clear to the audience that it is early in the morning and the way the character is acting should also make it obvious that she has just woken up. We have been discussing what shots we need and what shots are not necessary to include in our advert because we have only got roughly 30 seconds and we also need to include a shot of our logo at the end, advertising the offer we are promoting.

Photo Storyboard

The woman is washing up the paint in the bathroom, bathroom is very messy with various similar looking paint pallets everywhere.



Instead of putting the paint away the woman places it in the bathroom near a tube of toothpaste.



The next morning, a close-up shot of the woman putting the paint on her toothbursh instead of toothpaste, this is when the audience notice her mistake.



We see the woman in the mirror brushing her teeth, she is tired and is not aware of the paint. The audience does not see the paint.



The woman is in a rush to get out the door and throws on a coat and scarf, we will use match on action at this point.



Shot of her walking out the door.



She waves to her neighbour who is taking out the rubbish and the neighbour notices the paint on her teeth.



A point of view shot from the neighbour, this creates humour as her teeth are finally seen.



The woman is in a rush and her neighbour doesn't have a chance to tell her about hger teeth, this is the last shot before the slogan appears.

Costume Ideas for First Advert

When deciding the costumes that our charters will be wearing we have to take into consideration their age and who the audience is meant to appeal to. Our main character is going to be a woman who is in a rush to leave the house, most probably late for work, therefore we have to think of ways to make the outfit seem as though she has been in a rush but still dressing up for work while also trying to make it seem realistic and relate her to the audience.
We think her job could involve her having to dress quite smart, trying to look more professional and this creates more of a contrast between the way she is dressed and that fact that she has got black teeth. Having her dressed smart also shows that even people who are in professional jobs, who other people would assume to have everything together, can also be vulnerable and buying glasses eliminates that.
Having the woman dressed like this for work is appealing to our target audience of The Mainstreamer because they can relate to this situation.

Here is one example of what we think the woman could be wearing:


She could either be wearing a smart/casual suit to go to work or something like a dress which is a bit more feminine but still smart. This creates comedy in the advert because the audience will laugh at the fact she is a professional woman but still made the mistake of brushing her teeth with paint and not noticing.
Here is another example:

Sponsorship Advert

Our next task is to think about creating a sponsorship advert, we have conducted some research into some relevant adverts to get an idea how they are put together. The conventions we find will hopefully trigger a starting point for our planning.

In this sponsorship advert for 'Come Dine With Me', you can see how they have made the advert relevant to the TV programme. In the advert it appears a woman is hosting a dinner party for her friends much like the programme. A close up angle is used to show the wine bottle 'Echo Falls' as this is what the focus is on. The women are then shown clinking their glasses and then laughing with a glass of the sponsored wine in their hands. Before the title comes up it is already clear what is being advertised, but it is the title which confirms this. Sponsorship is key to powerful marketing, it increases the appearance of the  product trying to be sold and attracts new members of the target audience. With this advert being played every time the programme is about to start it almost becomes part of the show as its memorable to the audience.

 Another example where they make the sponsorship advert relevant to what they are sponsoring is the TV programme 'Revenge'. Again it is wine that is being advertised, however it isn't visually where we see the relation but its the voice over. The woman describes the wine as ' a delicious blend of rich darkness and sophistication' this is personifying the programme. The product that is actually being advertised doesn't have any relationship with the programme its the conventions they have used to film it that had created this. 

An example using the same genre as we will is 'You've Been Framed'. This is sponsored by Felix cat food (again irrelevant) but as the genre of this show is comedy they have taken this into consideration and added slight humour into the advert even though its not necessarily needed if it was just a normal advertising advert. The cat is unable to get through the cat flap and then tumbles over, also the style of music they have chosen compliments the genre. This sponsorship is for 'You've Been Framed' and we all know that this TV programme is all about comedy and making people laugh, therefore this Felix advert will include humour itself making it  similar to the programme it is sponsoring.

Similarly, we plan on incorporating some comedy into our sponsorship advert.

Sponsorship Ideas

We have been thinking of possible ideas of the kind of programme that we could sponsor. We have already come up with an idea of sponsoring something like 'Come Dine With Me'.

While researching sponsorship adverts, we came across one for 'Come Dine With Me' and their concept was similar to what we intend to do: they acted as if they were in the show and inviting guests over for dinner. They did not use humour in their advert because it was for a wine, they just showed a few guests coming over and giving the wine as a present and the host being extremely pleased. We think that including humour in our advert would attract the audience more and leave a more memorable impression in their minds.

We thought the advert could be of a woman/man preparing a meal for their guests. The person could be making the meal and because of lack of sight, accidentally use something like dog food in the cooking instead of the proper ingredients. We would then see the reaction of the guests eating the food and perhaps a shot of the empty dog food tin in the kitchen for example. Although this would have ruined the meal, we will see them all laughing about it because we do not want to end the advert on a bad impression and everyone being upset because this will not be appealing to the audience. This advert will relate well to the programme it is sponsoring because that is exactly what the programme is about, it also contains humour which we intend to use in our other advert we are making.

Looking at the results to our questionnaire, we can see that our target audience, The Mainstreamer, like to keep up to date with the latest fashion but still consider the price and comfort of the glasses they are buying. From this information, we know that having an advert which includes humour rather than focusing on what brand the glasses are and how great they look will appeal more to our target audience. In an advert focusing on designer glasses, they tend not to mention the price but concentrate more on telling the audience how great they look, but looking at our questionnaire we know that our audience want something that is good quality and good price, therefore we will most likely not sponsor a programme like 'Project Runway' or 'Next Top Model' because these programmes are all about how you look and not about comfort or prices etc. It is important to sponsor a programme that our target audience will also be likely to watch and frequent and entertaining programmes which include slight comedy such as 'Come Dine With Me' and 'Dinner Date' are examples of the type of programme which we would like our advert to sponsor.

Pop-up Advert

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For our second subsidiary task we have chosen to do a pop-up advertisement. They are a form of advertisement on the world wide web. They generally appear as new web browser windows and have many pros and cons. Although they are clearly effective, as any type of advertisement acts as promotion for the product, they have a reputation for being annoying and intrusive. Here is an example of a pop-up; it is rather simple, and this is because the attention paid to it will not be as much as that paid to a less intrusive advert. Therefore only a small amount of information is able to be expressed to the audience.  The brand name is in large font making it easily seen and the brand's theme colour is used as a background. The combination of the two make the advertisement easily identified as Netflix. As well as promotion of the brand, this pop-up specifically promotes their product which is an offer of DVD rental deliveries for $9.99 a month. The words "DELIVERED" are in bold, attracting the viewers' attention. The picture of the house reinforces the delivery aspect of the advertisement. Visual codes are very important in advertising as it takes the viewer a much shorter time to take them in than words meaning they're more likely to take in he images. Without the image in this specific advert I think what Netflix are promoting wouldn't be nearly half as effective. A huge benefit of using pop-ups is the interactivity of the world wide web. As you can see, if the audience is interested in the product they can easily access it. In relatively large font in the bottom right corner is a link "Click here". It is common in advertisement to place important aspects in the bottom right corner. This is because people read all texts from top left to bottom right.