Social Action Analysis 3

Social Action Video Three- Bike Blenheim Palace 2011

http://www.oxbox.tv/showvideo.php?video=5522335

The purpose of this video is to promote a charity and event, and inform viewers about the charity and event. The video begins with an overview of the event, featuring the people participating in the bike rides and the crowds gathered to watch and support. A music track is being played with the videos and images from the event, creating that documentary feel. Like a typical documentary, interviews are had, explaining what the event is in aid of, how it raises money and what you have to do to partake in the event or just donate. The upbeat music, and images of people having fun creates a pleasurable viewing, hopefully enticing people to take part in future events, ultimately promoting the experience you can have. The target audience is people of all ages, as the video features everyone, from children to adults to OAPs, therefore appealing to a mass audience and letting the viewers know that anyone can get involved, it is not specific to any certain type of person.

Social Action Analysis 2

Social Action Video Two- The Fleece Witney’s Charity Coffee Morning

http://www.oxbox.tv/showvideo.php?video=5605803

The Fleece in Witney hosted a coffee morning raising funds for Macmillan Cancer Support. Suzie Ayling and team also made an attempt for a World Record for the number of coffee's made in an hour. The purpose of this video is to inform people of what The Fleece did for charity, in a way it also promotes both the restaurant and charity, raising awareness. Like most documentary styled videos, there was an interview with a member of staff from The Fleece. This dominated the video, as she explained what they did, and how they did it, by answers the interviewer’s questions. The interview technique was very casual, however they managed to get the question’s answered, that informed the viewers about the coffee morning. The target audience for this video would be regular’s to the restaurant, supporters of the charity, of any age. It appeals to people of any age because it is something you would attend probably as a family, going for coffee and cakes, and helping a cause. At the end of the video it had been edited so you knew where to find out more information, as they plugged the website URL for people to look at. This may be why the video was quite brief, as people can search online for more information about the event.

Social Action Analysis 1

Social Action Video One – Marriott’s Walk Witney

http://www.youtube.com/watch?v=n6vE31ovsLo

The content of the video islocal residents of the town, giving their opinions on the new shopping centre in Witney, Marriott’s Walk, along with the history of the town, and information. The purpose of the video is to promote the new shopping and leisure facilities that they offer. The style of the video is like a news report; filmed like a documentary, just not as in depth as one. Typically, the comments from people being interviewed are brief, however they are all positive, which fits in with the codes and conventions of a promotional video, as they wouldn’t want to slate something they are trying to promote and make appeal to the public.The voice-overs and information about the town and the history of the town make it feel as if it is a formal documentary, but with a laidback approach. The video focuses in on the main USP’s that Marriott’s walk offers: free parking, more facilities than Witney has ever had and the fact you now do not have to travel to Oxford or Cheltenham to do a big shopping spree. The video’s target audience is all of Witney’s residents and people of all ages in surroundings villages like Eynsham, Carterton and Hanborough. The language used is pretty informal, with the interviewees using phrases such as ‘well-good’ which makes it feel as if the new facilities are open to everyone, you don’t have to be of a high class family to shop there, you can be anyone, which is what Witney tries to promote all the time, creating a sense of community with everything it does.

Brief Analysis 2 - Commission Brief

The Comission Brief:

http://www.scorchlondon.com/portfolio/barbie-music-commercial/

To produce an animated commercial to promote a pop tie-in album in association with the Mattel Barbie brand.
This brief states that a commercial is going to be the final outcome of this brief. The promotion of the POP album that is associated with the Mattel ‘Barbie’ brand and because of it being POP music and ‘Barbie’, it needs to appeal to the target audience of Barbie dolls; little girls. This is implicit as Barbie is a popular brand, all the rage with young girls, who are widely known for their love of dressing up, make up and generally being ‘girly’. They are asking for an animated advert, however, to represent the artists featured on the album, they would use computer generated imagery (for the animated parts) with live imagery (the videos of the artists featured). Due to the target audience, the advert should be, colourful, energetic and entertaining. The following points are implicit:

·         Needs to promote the pop music as well as the Barbie brand

·         Must have animation in it

Ultimately, as long as the commercial features animation, the pop music and Barbie, they are quite flexible with the content and themes used within the advert.

Barbie is a fashion doll manufactured by the American toy company Mattel, Inc, but this brief was issued by Universal Music. This is because they're a record company and the two companies are working together to create a Barbie POP CD. To meet this briefs requirement's I would research into both Barbie, and the girl pop music acts that are signed up to Universal Music. I would look into the target audiences of Barbie dolls and their products, both primary and secondary, aswell as doing the same with the female pop acts that Universal records have signed and taking the average age of both audiences to see who I should be targetting my advertisement at. I would ensure my customer research had been conducted thoroughly, so I had a great idea of how well the product would sell, and what content I should include in the advert to make it more appealing to my customers. I would also make sure that I know the product inside out and am sure that what i'm selling is suitable and relates to the ideas I have for the advert.

Research the customer. Learn everything you can about the target audience. Get to know the product and the company. Find some real understanding what's driving the client and the writer of the brief. Know who you're pitching to and where the pitch will happen. Who's going to be with you? What are their strengths and weaknesses?

When you think you have a grasp on all that take a step back and ask yourself if it all makes good sense. Is the client asking what's in his/her best interests? Anticipate questions.

Finally, look in the mirror and know that having jumped into this and having answered these questions, you have the answers the client needs. Maintain your flexibility and understand you don't know it all. But, demonstrate confidence and competence that no one can do the job and get the results your team can. Master the business-speak jibber jabber and show you speak the language. Then, show a better, clearer, more sensible and effective way to communicate.

Read more: http://www.marketingprofs.com/ea/qst_question.asp?qstID=24060#ixzz1sJTOyxwI

Brief Analysis 1 - Competition

The Competition Brief:

http://kingofads.doritos.co.uk/terms.html

The competition is simple. We want you to make a 29 second TV advert for Doritos and upload it to our website. We can’t help you with your idea. Sorry about that.

But we can give you an idea of what Doritos stands for as a brand. We’re all about getting it started. Sharing. Good times. Having a laugh. Think big, bold, flavours that are packed with crunch.

We’re looking for an ad that entertains your mates as much as it does you. One you’re proud to share. One that makes all the other contestants wish they’d done it themselves. One that is undeniably cool.

Be creative and original with your entry. Seriously. What will make Doritos stand out from all the other boring ads on TV? Is there a clever new way to talk about Doritos, or one of our flavours? An inspired endline, maybe. A genius gag, possibly. It’s entirely up to you.

Now, get to work.

The brief states that Dorito are looking for its fans to create the next commercial. It HAS to be 29 seconds long, with an original idea. They want it to be big and bold, like its flavours and branding already are. They want it to contain humour, a sense of sharing and people enjoying themselves. Ultimately, they want Doritos to connote good times in the advert; so that people will buy them thinking it will make them cheerier. They want the advert for the crisps to stand out as much as they do when on the shelf in the shop, with their bright colours against the usual reds and greens for other brands. The brand wants you to create an advert that is ‘cool’ and like nothing else seen on television, they want to be unlike anything else on the market, to help them stand out and make people think they are being individual buying these crisps. Creativity and originality are important to the company, as they do not want to be compared to something else already on the market. They want the creator of the advert to think about what they could do with each of the flavours; for example, each one could have a storyline and personality or something similar to keep viewers entertained and want to buy the crisps. They are allowing people complete creative control over the advert, meaning that the visual, audio and everything to do with the advert are totally in your hands, they just want the following points to be implicit:

·         Be creative and original

·         Clever storyline

·         Something different

·         29 seconds long

Ultimately, as long as the storyline is quirky, original and imaginative, like nothing else on the market and 29 seconds long, they are giving the competition entries complete creative control.

The company that issued the brief, Dorito, are a well-known crisp brand, popular with people all over the world. Dorito's primary target audience are 18-34 year olds, and they had previously issued another brief stating that they know their fan base are heavily interested in video games. This means that Dorito want to market their crisps so they appeal to a younger generation, therefore allowing them to advertise or work with new video games or companies, to sell their product. They want to keep their audience interested, as they want their target audience to remain in the 18-34 catergory. From knowing what I know about the Dorito company, and their target audience, I would respond to the brief by creating an advert for the crisps that is new, something that hasn't been done before, and something that is eye-catching. The advertisement would have to keep the young generation engaged, and entice them into buying the crisps. I would take my research further and look into the secondary audience for the crisps, to see if I can make the brand appeal to a wider audience. Another way to find out who I should aim the advert at and the content of it, would be to look at similar brands, the competition- how well do their products sell and what are their adverts like? This would give me an idea how to make Doritos even more appealing than the other brands and make sure it doesn't just target the 18-34 year old audience, but younger and older people too. I would ensure that I have researched the customer thoroughly before making any final decisions, aswell as making sure that I know the product inside out and am sure that what i'm selling is suitable and relates to the ideas I have for the advert.

Proposal 25/09/2011

Proposal 1– The Magical Journey Through Further Education

 I am going to create 3 5-minute online episodes (webisodes). The webisodes will be looking into further education, and hopefully giving my target audience a better view into what life would be like during and after college. The 3 episodes will the  be featured on Abingdon and Witney College's website (homepage) and around the college to promote the learning facilities and courses.

Each of the episodes will be aimed primarily at 14-15 year olds, therefore I need to consider ways in which to get them interested in the episodes that are put online. However, the parents of these teenagers are also in my target audience therefore I will need to make it appeal to them too. The webisodes need to keep both audiences engaged with what is being shown, if they're not interesting then the target viewers will be put off of the college and maybe not want to attend.

My idea is to create 3 webisodes that are each focusing on one of the three 'before, during and after' aspects of further education, respecitvely. The first episode will feature 14 to 15 year olds who are thinking of going to college, and talking about what they want to study, as this episode is the 'before' show. The first episode will begin by having a 20 second introduction, by a camera going through the college at a fast pace with some music to support it, after this minute we will introduce 3 students with one parent each who are looking into going to college. They will all be interviewed for 1 minute, 30 seconds for the child and 30 seconds for the parent. To break up the interviews and to keep the viewers interested, if they are talking about doing an art course, we would then do a 40 second  talk with the art teacher and show off the facilites of the college in more depth than the introduction, this would also happen if they wanted to do media, haridressing or beauty for example. Totalling up to 4 minutes. The final minute would be solely based on the children who want to come to study at AWC talking about what they think college would be like and why it would suit the them and their lifestyle.

The second episode would be of similar content, starting off with a 20 second tour of the college to get viewers enticed to the facilties that the college have. It will follow a similar format to how episode 1 did, but this time focusing on the teenagers who decided they wanted to join the college and showing what theyre doing. We will revisit the same 3 children and their parents, doing interviews discussing why they chose the subject they did and how they made their decision. These all 6 interviewees will have 30 seconds each. Once again, to break the interviews up, we will visit the children whilst theyre working and their teacher will talk the viewers through what theyre doing, with the student giving an opinion on whether they enjoy it or not, this will be 40 seconds. This will then make it up to 4 minutes. The last minute of episode two will be broken down into 4 15 seconds clips, the first three will be of other students in the 3 classes, with no dialogue just music to show what they do during lessons, whether they do practical lessons or work on computers, the last of the 4 15 second clips will be of other students in classes which aren't featured as much as the classes our 3 students have taken, so that others get a little insight into what those classes are like too.

Episode three will again follow the format of 1&2 to keep a structure within the webisodes so it doesn't look 'messy' but well presented. Once again the introduction will be a 20 second tour of the college and facilties. The next 3 minutes will be dedicated to interviews with the students who have attended the college and will speak about how they have changed due to the course they studied and how they feel doing a college course at AWC has helped them achieve success and make their future look alot brighter than it maybe would have done if they did A-Levels or went straight into work, the parents will also discuss this. Once again the interviews will be broken up by interviews with the teachers of the students and their classmates to give their opinion on whether it was the right choice and if they would encourage people to do a course like that, this will be fast-paced and will last for 40 seconds. The last  minute will be broken up into 4 15 second clips, the first 3 with the students discussing what they're going to do next with their education, whether it's uni or another college course they're considering, then the last 15 seconds will be dedicated to looking back on what they were like before college, during college and now theyve completed their course. The dialogue going to be used over the videos will be persuasive language to encourage more people to join a college course.

Ultimately, I am proposing 3 5 minute webisodes that will definetely capture the attention of potential students and their parents, as they will see how attending a college course at AWC has turned some people lives around and game them the kick-start to a great career.