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
Magazine and Billboard advert
We used a variety of different codes and conventions within both of these adverts which I will be explaining in detail below. Our magazine and billboard adverts were not the same. However, they share many similarities.
We created three separate adverts: a billboard, magazine and video ad. For each of these, there are existing codes and conventions from other soft drinks and other drinks companies. Our main aim was to be influenced by these, but also to bring in our own ideas to make our advertisement unique and original. We also had to ensure that we followed the requirements of the brief.
Below, I will be discussing our various influences from the real world of advertising, and how useful our pre-production planning was.
Influences from Advertising World
One company that inspired us to create our advertisements is Barefoot Refresh. Barefoot Refresh are also a drinks company, however in the form of wine, and they advertised their drink by a hot, sunny beach to make the wine look refreshing and appetising which will therefore encourage people who see it to purchase the drink. Below is a billboard advertisement of Barefoot Refreshes beer as well as our billboard that we created for our Phizzwizzard drink.
As you can see, our billboard has been very much inspired by Barefoot Refresh's billboard which is why they are both similar. One similarity between the two billboards is that both have been pictured using a shallow depth of field, with the background blurred and the product in sharp focus. This is to make sure that the product and logo significantly stand out whilst out the same time capturing the beach view in the background to add a refreshing effect which will make people want to buy the product more. As well as this, both billboards have been taken at similar looking locations, (a beach), which again makes the drink look more refreshing as it's a refreshing feeling to drink a nice cold drink under the hot sun on a beach.
Also similar to the billboard is the placement of the product and slogan. We were inspired by the use of the slogan on the right hand side of the layout, with the product itself slightly off-centre to the left. This creates a strong sense of balance and harmony in the advertisement.
Above are images from Barefoot Refresh's advertisement and an image from our video advertisement. As you can see, both images show a strong red colour theme which is why they are similar. In our video, the colour of the bath water is red, and there are also red strawberry laces that feature as well, and with Barefoot Refresh's video there is a red strawberry that features and that actual colour of the drinks are red, as well as a red footprint logo on their drinks bottle.
The Barefoot Refresh screenshot is taken from a television advert, and demonstrates how the company creates synergy between different platforms. The brand is easily recognised through the strong colour scheme. This strong colour scheme is something we tried to recreate in our own advert, across the billboard, magazine and video ad, all the time focusing on the colour red to highlight that this is a strawberry drink. The brief states "This drinks tastes of strawberry laces and the liquid is red in colour", which suggested to us that red should be prominent, because the clients took time to highlight this. Therefore, using red throughout our campaign is in line with the brief.
The barefoot advertisement uses the splash of red from the glass on the right hand side and this creates sense of energy and movement, suggesting the product is refreshing and fun. We were inspired by the in the second half of the video advert, with the red bath water and the use of strawberry laces. This creates a strong sense of brand identity.
Another company that has inspired the advertisement of Phizzwizzard is Ribena. This is shown through the similar red and blue colour scheme in both as shown below.
As you can see between both advertisements, there is a strong red colour scheme. In the ribena advert there are multiple red strawberries that feature on top of an already red bottle cover. As well as this, the writing that is featured on this advertisement is also red, just like in our advertisement although ours is a mixture of red and grey. There is also a similar pull shot taken in both, with both advertisements featuring the product in front of a blue sky with clouds, to reflect how relaxing the drink will make you feel which will therefore encourage audiences to purchase it. The Ribena advert is a little more cluttered than our advert, with cartoon characters and animals, because it is clearly aimed at a younger target audience. Ribena tends to be marketed at children aged thirteen and under, whereas ours is pitched at a slightly older primary demographic, and then the 30-something age demographic as well. So this is why we opted for a more plain, uncluttered background. It matches the codes and conventions of this type of advert.
Another Ribena advertisement influenced our magazine advert, as shown below.
As you can see, in both advertisements the product itself features prominently. It is shown in medium shot, with the branding clearly apparent. The Ribena advert uses a similar background to ours, with two main colours - the blue sky and green grass. We have the blue of the pool and the edge of the swimming pool in ours. The two colours in the background mean that the red colour of the can and bottle really stand out, emphasising that they are fruit drinks, and fruit is the main flavour and selling point for the drinks. Again, the Ribena advert uses small cartoon characters because it is aiming at a different audience. Synergy is created by using these cartoon characters across all the different platforms. So we created synergy in ours by having similar backgrounds for the magazine and billboard. Both adverts also use a slogan, and both are written in similar fonts, with curly letters that emphasis the colour of the fruit in the drinks. So Ribena is purple for blackcurrants, whereas we used red for strawberries. Both slogans are quite short, so that they will be catchy and stick in the viewer's head. Another similarity is the use of the Facebook logo in the bottom left hadn't corner. We were inspired by this layout, but also included Instagram and Twitter because we were trying to appeal to two different age demographics.
One way in which our magazine and billboard are different is the use of the diagonal grey, meaning that one half of the layout is in black and white. We did this because we anted to create a link to the video advert, in which the first half is shot in black and white. This creates synergy across each of the thee different platforms and the product will be recognisable across each because they are all linked.
Use of Pre-Production Planning Documents
The main pre-production planning documents I will be discussing are the storyboard and visualisation diagram.
Storyboard
We found the storyboard to be a really useful document. We used it to plan shot types, camera movements, edits and sounds. Having a simple visual reference was a real help when we made the film, because we could look at it quickly and plan the shots around it. The written part of the storyboard helped us to develop detail, and also to experiment with camera work. So we used a mixture of shot types, such as medium close ups, medium shots, and wide angle shots, with different camera movements, such as panning, tracking, zooming and static. We used this to set up our video advertisement.
The brief stated that the product has a "major audience of young people aged 13-18", so having a variety of shot types would appeal to them, as would the pace of editing. The storyboard also helped us to sequence our ideas at an early stage, and it was a cheap and relatively quick tool. Without the storyboard, our video would have lacked focus, and we would not have completed filming in the timeframe that we were able to.
Visualisation Diagram
The visualisation diagram was another cheap method of planning our adverts. We used it to plan the billboard and magazine ad. This is not the only visualisation diagram we produced. We drew a number of them, and used them to experiment with different can sizes, with the slogan, logo and can in different positions. This was a really helpful tool, as it meant the final versions could be completed a lot more quickly.
The annotations helped us to decide what kinds of colours we would use, as well as showing some of the detail it was difficult to put across in the rough sketch. We used the visualisation diagram to annotate which areas would be in focus, and what the background should look like in terms of location and colouring. This helped to establish what our codes and conventions would look like in the finished adverts. This was really helpful as it meant that the production stage was a lot quicker to do because we had a strong idea about where we wanted to take our project.
In conclusion, the influences we had and pre-production documents we created meant that we were able to create three advertisements with really strong codes and conventions. These all fitted together well and created branding. We felt that we had met the requirements of the brief successfully.
M3 (U20): Explain how the created media components comply with the codes and conventions of the media sectors
Magazine and Billboard advert
We used a variety of different codes and conventions within both of these adverts which I will be explaining in detail below. Our magazine and billboard adverts were not the same. However, they share many similarities.
We created three separate adverts: a billboard, magazine and video ad. For each of these, there are existing codes and conventions from other soft drinks and other drinks companies. Our main aim was to be influenced by these, but also to bring in our own ideas to make our advertisement unique and original. We also had to ensure that we followed the requirements of the brief.
Below, I will be discussing our various influences from the real world of advertising, and how useful our pre-production planning was.
Influences from Advertising World
One company that inspired us to create our advertisements is Barefoot Refresh. Barefoot Refresh are also a drinks company, however in the form of wine, and they advertised their drink by a hot, sunny beach to make the wine look refreshing and appetising which will therefore encourage people who see it to purchase the drink. Below is a billboard advertisement of Barefoot Refreshes beer as well as our billboard that we created for our Phizzwizzard drink.
As you can see, our billboard has been very much inspired by Barefoot Refresh's billboard which is why they are both similar. One similarity between the two billboards is that both have been pictured using a shallow depth of field, with the background blurred and the product in sharp focus. This is to make sure that the product and logo significantly stand out whilst out the same time capturing the beach view in the background to add a refreshing effect which will make people want to buy the product more. As well as this, both billboards have been taken at similar looking locations, (a beach), which again makes the drink look more refreshing as it's a refreshing feeling to drink a nice cold drink under the hot sun on a beach.
Also similar to the billboard is the placement of the product and slogan. We were inspired by the use of the slogan on the right hand side of the layout, with the product itself slightly off-centre to the left. This creates a strong sense of balance and harmony in the advertisement.
Above are images from Barefoot Refresh's advertisement and an image from our video advertisement. As you can see, both images show a strong red colour theme which is why they are similar. In our video, the colour of the bath water is red, and there are also red strawberry laces that feature as well, and with Barefoot Refresh's video there is a red strawberry that features and that actual colour of the drinks are red, as well as a red footprint logo on their drinks bottle.
The Barefoot Refresh screenshot is taken from a television advert, and demonstrates how the company creates synergy between different platforms. The brand is easily recognised through the strong colour scheme. This strong colour scheme is something we tried to recreate in our own advert, across the billboard, magazine and video ad, all the time focusing on the colour red to highlight that this is a strawberry drink. The brief states "This drinks tastes of strawberry laces and the liquid is red in colour", which suggested to us that red should be prominent, because the clients took time to highlight this. Therefore, using red throughout our campaign is in line with the brief.
The barefoot advertisement uses the splash of red from the glass on the right hand side and this creates sense of energy and movement, suggesting the product is refreshing and fun. We were inspired by the in the second half of the video advert, with the red bath water and the use of strawberry laces. This creates a strong sense of brand identity.
Another company that has inspired the advertisement of Phizzwizzard is Ribena. This is shown through the similar red and blue colour scheme in both as shown below.
Another Ribena advertisement influenced our magazine advert, as shown below.
As you can see, in both advertisements the product itself features prominently. It is shown in medium shot, with the branding clearly apparent. The Ribena advert uses a similar background to ours, with two main colours - the blue sky and green grass. We have the blue of the pool and the edge of the swimming pool in ours. The two colours in the background mean that the red colour of the can and bottle really stand out, emphasising that they are fruit drinks, and fruit is the main flavour and selling point for the drinks. Again, the Ribena advert uses small cartoon characters because it is aiming at a different audience. Synergy is created by using these cartoon characters across all the different platforms. So we created synergy in ours by having similar backgrounds for the magazine and billboard. Both adverts also use a slogan, and both are written in similar fonts, with curly letters that emphasis the colour of the fruit in the drinks. So Ribena is purple for blackcurrants, whereas we used red for strawberries. Both slogans are quite short, so that they will be catchy and stick in the viewer's head. Another similarity is the use of the Facebook logo in the bottom left hadn't corner. We were inspired by this layout, but also included Instagram and Twitter because we were trying to appeal to two different age demographics.
One way in which our magazine and billboard are different is the use of the diagonal grey, meaning that one half of the layout is in black and white. We did this because we anted to create a link to the video advert, in which the first half is shot in black and white. This creates synergy across each of the thee different platforms and the product will be recognisable across each because they are all linked.
Use of Pre-Production Planning Documents
The main pre-production planning documents I will be discussing are the storyboard and visualisation diagram.
Storyboard
We found the storyboard to be a really useful document. We used it to plan shot types, camera movements, edits and sounds. Having a simple visual reference was a real help when we made the film, because we could look at it quickly and plan the shots around it. The written part of the storyboard helped us to develop detail, and also to experiment with camera work. So we used a mixture of shot types, such as medium close ups, medium shots, and wide angle shots, with different camera movements, such as panning, tracking, zooming and static. We used this to set up our video advertisement.
The brief stated that the product has a "major audience of young people aged 13-18", so having a variety of shot types would appeal to them, as would the pace of editing. The storyboard also helped us to sequence our ideas at an early stage, and it was a cheap and relatively quick tool. Without the storyboard, our video would have lacked focus, and we would not have completed filming in the timeframe that we were able to.
Visualisation Diagram
The visualisation diagram was another cheap method of planning our adverts. We used it to plan the billboard and magazine ad. This is not the only visualisation diagram we produced. We drew a number of them, and used them to experiment with different can sizes, with the slogan, logo and can in different positions. This was a really helpful tool, as it meant the final versions could be completed a lot more quickly.
The annotations helped us to decide what kinds of colours we would use, as well as showing some of the detail it was difficult to put across in the rough sketch. We used the visualisation diagram to annotate which areas would be in focus, and what the background should look like in terms of location and colouring. This helped to establish what our codes and conventions would look like in the finished adverts. This was really helpful as it meant that the production stage was a lot quicker to do because we had a strong idea about where we wanted to take our project.
In conclusion, the influences we had and pre-production documents we created meant that we were able to create three advertisements with really strong codes and conventions. These all fitted together well and created branding. We felt that we had met the requirements of the brief successfully.
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