Explain
the type of production you are doing
The type of production i will be producing is an advert. The advert will be based on the product i have created within my production group. The product we have produced is a body wash for men. My production group and I designed the product, so we made it how it would best attract our target audience. We designed our own logo and added a creative and unique style to it. We then planned our advert and arranged times when we could film.
Requirements for production
Our product is an all-in-one body wash called: Head, Shoulders, Knees and Toes. What defines the product is that, the all-in-one wash includes a formula that can wash the whole body, including the hair. The target consumers for the ‘all in one wash’ are MEN, with an age range of 13 (teenage hormones) to 30 (after this age, men become more mature and demand a more upmarket product). Our consumer base is the same as people that buy LYNX.The body wash includes a hint of the fragrance ‘Hugo Boss Bottled’, which is a very popular fragrance among men.
Our slogan is ‘STAY FRESH’; this will tie in with our narrative of staying clean. The advert will include a masculine male voice describing the product. The reason why we are going to feature a male’s voice is to grab the attention of the target audience which is men. Our advert will constantly repeat the name of product through the voice over.
The price of the product is £2.50, which is affordable. The product will appear in all supermarkets and retail stores. Our advert would appear on ITV, Channel 4 and Channel 5. Our product will be on TV during the day, evening and night in order to reach its audience.
Codes and Conventions for adverts
Categories of TV commercials
- Mini-dramas: These are adverts that include small stories. they usually include a couple of characters. You are able to see a story unfold, a problem and then finally a solution. Most adverts are 30 seconds long, so within that time you will see a short story.
- Spokes person presentation: This type of advert usually includes a celebrity. You see either a celebrity or a professional describing a product. They appear to look very professional and show a bond with the product.
- Pitch presentation: This type of advert is similar to a 'spokes person advert', however, a celebrity is not involved. Either a professional or someone who is experienced in pitching is seen describing a product.
- Voice-over: This type of advert is when you can hear a voice-over and a soundtrack. But you cannot see the person who is speaking. Instead you are able to see either a product or a scheme that is centre stage of the advert.
Length
Adverts used to be 60 seconds long, however, the sponsors used that length of time to showcase two or more products. Later on, the length time for adverts became 30 seconds long. This time is used to advertise one product and is enough time for the audience to understand what a product is about without getting bored.
Product identification
When producing an advert for a product, it is vital that the product is revealed. Whether it is revealed at the beginning or the end of the advert it doesn't matter, as long as the audience are able to familiarised themselves with the product.
The codes are broken down into 4 sections, which in short is called SWAT. The meaning for this word is - symbolic, written, audio and technical codes.
Symbolic: This is when something has been included in order to symbolise something. For example, if an advert focuses on a certain type of era for example the 80's, you would see girls with big hairstyles and colourful clothing and men looking smart. Including typical conventions on the 80's will click with the audience meaning that straightaway they'll understand what the advert is about.
Written: This is anything that is written and included in the advert. Written information could be the name of the product, description about the product, name of celebrity shown or any other relevant information. By including written information, the audience can read the information and remember what they have seen. It is a way of including further information while the audience are also watching the visual elements of the advert.
Audio: This is any type of sound heard while watching an advert. This could be dialogue, music, voice-overs and sound effects. Including audio is very effective as it can be the first thing that makes a viewer engage with the advert for example, it could include their favourite song or it could include information that interests them.
Technical: The technical side of an advert is camera shots, angles, lighting, sound and editing. When creating an advert in order to put it all together you have to edit it, you consider sound and effects. To make your advert eye catching you need to include a range of shots and angles that makes your advert look unique. Excellent lighting is essential and can make a product look amazing if makes the product stand out.
Adverts used to be 60 seconds long, however, the sponsors used that length of time to showcase two or more products. Later on, the length time for adverts became 30 seconds long. This time is used to advertise one product and is enough time for the audience to understand what a product is about without getting bored.
Product identification
When producing an advert for a product, it is vital that the product is revealed. Whether it is revealed at the beginning or the end of the advert it doesn't matter, as long as the audience are able to familiarised themselves with the product.
Purpose of advertising
- To sell and promote products – advertising is an opportunity for businesses/companies to grab the attention of potential customers.
- To inform and create awareness e.g. NHS anti-smoking campaign adverts. The NHS advert presents facts that help to create awareness to smokers and their loved ones. Businesses/companies use advertising as a marketing tool in order to create awareness of their product and therefore make a profit from sales. They are able to inform the public about their brand and any new products they may be promoting.
- To increase the awareness of a business & its brand image – Many businesses create catchy brand logos or slogans in order to create memorable images and slogans that their audience will remember. Each brand has to fight against others in order to come on top and be the best product from a certain range.
- To generate and encourage sales in order to gain profit – Many businesses provide advantageous promises, offering freebies or rewards for their customers as an incentive. An example of this is Compare the Market (a search engine), who offer a free toy to people who buy their insurance, this helps generate and encourage sales.
- To create a loyalty bond between the consumer and the brand – an example of this is Compare the Market. Compare the Market’s campaign has featured animated meerkats in more than 16 adverts. The appeal of the characters is that they have their own identity, live in human houses and have human traits. Over this series, the audience learn more about them, get to know and begin to like their characters. The scenarios are entertaining and the audience begin to pick our favourite meerkat. The opportunity to get a stuffed toy of their favourite is very appealing and has been a successful marketing tool.
- Consumers have a choice – consumers are given a choice of products. They can align themselves to a particular brand. For example: facial moisturisers are produced by a number of companies, a consumer who wants a ‘quality’ product or wants to be considered wealthy may pick a Lancôme brand as opposed to Boots own brand. Lancôme have a brand image which projects ‘quality’, ‘models use it’ and it’s posh; you have to be wealthy to buy it
The codes are broken down into 4 sections, which in short is called SWAT. The meaning for this word is - symbolic, written, audio and technical codes.
Symbolic: This is when something has been included in order to symbolise something. For example, if an advert focuses on a certain type of era for example the 80's, you would see girls with big hairstyles and colourful clothing and men looking smart. Including typical conventions on the 80's will click with the audience meaning that straightaway they'll understand what the advert is about.
Written: This is anything that is written and included in the advert. Written information could be the name of the product, description about the product, name of celebrity shown or any other relevant information. By including written information, the audience can read the information and remember what they have seen. It is a way of including further information while the audience are also watching the visual elements of the advert.
Audio: This is any type of sound heard while watching an advert. This could be dialogue, music, voice-overs and sound effects. Including audio is very effective as it can be the first thing that makes a viewer engage with the advert for example, it could include their favourite song or it could include information that interests them.
Technical: The technical side of an advert is camera shots, angles, lighting, sound and editing. When creating an advert in order to put it all together you have to edit it, you consider sound and effects. To make your advert eye catching you need to include a range of shots and angles that makes your advert look unique. Excellent lighting is essential and can make a product look amazing if makes the product stand out.
Codes of practise
Regulations
Advertising Standards Agency
Ofcom
Ofcom is an organisation that regulates all media which is broad casted to the general public such as media from TV, radio, print and the Internet. Ofcom is for the benefit of the public and is not for commercial purposes. Ofcom protects the general public from scams, harm and misleading information.
Broadcasters’ Audience Research Board (BARB)
BARB stands for 'Broadcasters’ Audience Research Board'. BARB is an organisation that collates the viewing figures of television in the UK. The data shows the regional and national levels. The information presents how well channels, advertisers and campaigners have performed. People who have participated with the research have a box on top of their TV that tracks what they are watching. Data is collected during the night and is presented to television stations and the advertising industry around 9:30am the next day.
Regulations
Advertising Standards Agency
The Advertising Standards Agency is the UK’s regulating body for all advertisements. The agency takes action on reviewing and responding to complaints. The responsibility also include, taking action against misleading, harmful or offencive advertisements taking the general public as priority. They evaluate advertisements on the basis of the UK advertising codes; if the advertisements have breached the UK codes, they may be asked to rectify, re-film or be withdrawn.
Ofcom
Ofcom is an organisation that regulates all media which is broad casted to the general public such as media from TV, radio, print and the Internet. Ofcom is for the benefit of the public and is not for commercial purposes. Ofcom protects the general public from scams, harm and misleading information.
Broadcasters’ Audience Research Board (BARB)
BARB stands for 'Broadcasters’ Audience Research Board'. BARB is an organisation that collates the viewing figures of television in the UK. The data shows the regional and national levels. The information presents how well channels, advertisers and campaigners have performed. People who have participated with the research have a box on top of their TV that tracks what they are watching. Data is collected during the night and is presented to television stations and the advertising industry around 9:30am the next day.
Finance
When producing an advert you have to take into account the cost that is involved. Advertising costs a lot of money and in order for it to be perfect, you need to have the best location, props, costumes and technical equipment.
There are many ways of getting the amount of money you need. You can take out a loan from a bank, but you have to prove that you will pay that money back as soon as you can. You can also have help from family and friends, whoever is willing to give you a helping hand.
There are many ways of getting the amount of money you need. You can take out a loan from a bank, but you have to prove that you will pay that money back as soon as you can. You can also have help from family and friends, whoever is willing to give you a helping hand.
Budget
Research into location fees
http://www.film-locations.co.uk/pages/fees.php
http://www.film-locations.co.uk/pages/fees.php
Location
Fees payable to the Location owner
Below is a fee guideline showing
what your property might earn should it be selected to work on a film, TV or
photo shoot production:
Feature Film Productions
|
From £750 - £5,000+ per 12 hour
day
|
Television Dramas
|
From £500 - £3,000+ per 12 hour
day
|
Documentary filming
|
From £400 - £1000+ per 12 hour
day
|
Photoshoots
|
From £500 - £1500+ per 10 hour
day
|
Television Commercials
|
From £1000 - £3000+ per 12 hour day
|
Music Videos
|
From £500 - £3000+ per 12 hour
day
|
We need the location for three hours;
therefore, the location fee would be £500.
Camera Hire
Ideally, we would
have liked to use the sony pmw 200
Sony PMW 200 Hire and Rental - £310.00 per day
In the Sony PMW200s arsenal is a world wide compatibility that
can film in 24, 25, 30, 50, and 60 fps in both progressive and interlaced
giving you a world wide audience for anything you shoot also benefitting and
making great use of a smaller sensor allowing you easily keep just about
everything in focus superb for live situations when you really have no idea who
or what you will need to home in on next and armed with a Fujinon three ring14x
zoom lens controlling zoom, iris, and of course focus you really do have a very
flexible piece of kit that can and will handle anything that gets your
attention and you wish to capture even when you are dealing with the fastest
change of subject or situation the PMW200 will keep up if not be a step ahead
of you with a generous 15 second buffer even if the unexpected happens you will
have captured the previous 15 seconds of footage before you hit the record
button.
however, we ended
up using a Nikon D90
Daily Hire
|
£49.17 (£59.00)
|
Weekend Hire
|
£75.00 (£90.00)
|
Weekly Hire
|
£147.50 (£177.00)
|
2 Weekly Hire
|
£198.33 (£238.00)
|
3 Weekly Hire
|
£246.67 (£296.00)
|
Deposit
|
£163.00
|
our camera cost
would be £59
Equipment list
The equipment we used for our production are:
- A camera, Nikon D90
- A tripod
- A LED light
- A microphone
Post Production equipment
- Adobe Photoshop cs4 (to make the logo)
- Adobe premier pro cs4 (to edit the video clips)
- Adobe after effects cs4 (to add effects)
Props
The props that we used during our production are:
- Shower gel
- Hugo boss bottled
Costumes
The costumes that the main actor wore during the production are:
First costume
- Blue Shirt
- Black pumps
- grey jacket
- Grey Trousers
- Glasses
Second costume
- Brown cardigan
- Green Tee
- Brown Chinos
- Glasses
Our logo
Location list
The location that we have used is
in Shamim's house and it is his bathroom. The bathroom is
an en-suite bathroom. It is small and has a shower in the corner. The bathroom
was suitable for filming the advert because there was enough light to light up
the area of the bathroom and shower area.
The reason why we chose 'Shamim's house’ to film is because it is the only area
that we can use that matched the requirements that we needed which
was a well-lit area, safe and a place that is suitable to film.
An alternative location that we could have chosen to film in is the schools PE department, where they have showers. The reason why we didn't choose this location is because the lighting there was not effective and the location isn’t perfect as it does not look homely.
An alternative location that we could have chosen to film in is the schools PE department, where they have showers. The reason why we didn't choose this location is because the lighting there was not effective and the location isn’t perfect as it does not look homely.
We also decided to film two of our scenes outside ‘Sidney Stringer Academy’. We used the pathway which leads to the reception. Our lead actor is seen walking down the path towards the school as he is attending sixth form. We used this location as it looks believable that the character is attending sixth form. The location was spacious and looked really good on film.
One of our
chosen locations was the area just outside the school building we chose this
particular location as it seemed suitable to film our scenes there as it looked
like a professional location to use.
Another reason
why we chose to film at this location as it met our requirements as it was
outdoor it had perfect surroundings and seemed fit for purpose as it had
perfect lighting.
Crew members and responsibilities
Zahra Ali: director, camera operator and
editor
Shamim Miah: actor and editor
Shoaib Jussab: director, camera operator
and editor
The director creates the overall vision of how he/she wants the film to look like. The director is responsible for make sure the camera operators are capturing the best shots required for the film. The director needs to be a good leader and should be able to motivate his/her team to work to the best they can. Directors need to be calm and should be able to work hard under pressure. A director can also be involved in the editing process of the film.
The camera operator is the person who films the footage. They produce footage that includes camera angles and shots. They have the creative eye and film footage that they believe is essential or perfect.
The editor/editors are the people who put all the footage together. They make the advert by including effects, transitions and audio. They play a vital role within the team as they have the power of making the production perfect.
Auditions for lead role
Shaukat Saleji
.JPG)
Shamim Miah
Mudassir Allaraka
We decided to choose Shamim Miah for the lead role in our advert. We wanted someone who looked young (in their teenage years). He presented great acting skills and looked comfortable and natural.
Extras
These individuals below are featured in our advert as extras.
Shaukat Saleji
Kamiul Islam
Warda Ridwan
The director creates the overall vision of how he/she wants the film to look like. The director is responsible for make sure the camera operators are capturing the best shots required for the film. The director needs to be a good leader and should be able to motivate his/her team to work to the best they can. Directors need to be calm and should be able to work hard under pressure. A director can also be involved in the editing process of the film.
The camera operator is the person who films the footage. They produce footage that includes camera angles and shots. They have the creative eye and film footage that they believe is essential or perfect.
The editor/editors are the people who put all the footage together. They make the advert by including effects, transitions and audio. They play a vital role within the team as they have the power of making the production perfect.
Casting crew
Auditions for lead role
Shaukat Saleji
.JPG)
Shamim Miah
Mudassir Allaraka
We decided to choose Shamim Miah for the lead role in our advert. We wanted someone who looked young (in their teenage years). He presented great acting skills and looked comfortable and natural.
Extras
These individuals below are featured in our advert as extras.
Shaukat Saleji
Kamiul Islam
Ilyas Monia
Syranpreet Rai
Warda Ridwan
Script/voice-over
Head,
shoulders, knees and toes an all-in-one body wash and shampoo. It contains a
popular scent of Hugo boss bottled. It has an all-in-one formula containing
hydro-zinc that will leave your hair flake free.
Head,
shoulders, knees and toes…stay FRESH!
Production log/meetings
25/02/2013
|
During our media lesson
we picked our production group for our advertising unit. I chose to work with
Shamim and Shoaib.
|
28/02/2013
|
On this date, we all
produced our individual idea for the advert we are going to produce.
|
04/03/2013
|
We looked at each of
our individual ideas and decided to choose Shoaib’s idea of advertising a
body wash.
|
07/03/2013
|
We all produced our own
mood boards.
|
11/03/2013
|
I wrote the treatment
for our group. We produced a questionnaire as a group and gave them out to 12
people. We gave them to 8 boys and 4 girls. Shoaib then collated the results
from the questionnaires into a report and produced graphs.
|
14/03/2013
|
We sat together and
chose the location we wanted to use to film our advert. We got Shamim to sign
the location agreement from. We also produced the storyboard as a group.
Shamim produced the risk assessment for the possible hazards that could
occur. We then held auditions as to who would take on the lead role. We auditioned three men. We then chose our
top three. After a long group discussion we decided that Shamim should take
on the lead role. I produced a document on casting choices. We then got
Shamim to sign the casting agreement form.
|
17/03/2013
|
I produced the synopsis
for our group.
|
20/03/2013
|
We as a group went out
in our free time to film our advert. We filmed our whole advert in three
hours. Shamim acted in the advert, while I and Shoaib filmed the advert. We also recorded our voiceover.
|
21/03/2013
|
I created the budget
for our advert. Looking at the costs for the location and camera. Shoaib
created the shooting schedule and shot record sheet
|
25/03/2013
|
Shamim created a
document that explained the reasons for choosing our location.
|
15/04/2013
|
Shamim create a
document that included the mise-en-scene for our location and props list.
|
18/04/2013
|
Shoaib produced a
breakdown sheet.
|
22/04/2013
|
Shamim created camera
diagrams that highlighted the camera set up.
|
29/04/2013
|
We continued to edit
our advert.
|
09/05/2013
|
We produced draft one.
We looked at what we needed to improve.
|
13/05/2013
|
We as a group filmed
outside Sidney Stringer Academy. We used the pathway that leads to the
schools reception. We used our lead actor and extras in the scenes we filmed
at that location.
|
16/05/2013
|
Our advert was completed
by this date.
|
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