Garageband

 

After getting permission from the record label to use this song, Katie and I started to edit it using the software 'Garageband.' It is a 6.44 minute long song, meaning that for our 1 minute (maximum) advert, this was going to be way too long. So, we decided that we wanted to use primarily the slow introduction to accompany our quote at the beginning, and then go into the faster pace music, which would accompany the fast pace, more physical footage. 

In order to cut the song, we had to import the entire length into Garageband, so we could identify the bits we wanted. Then, we used 'Command T' to cut out parts of the song we did and didn't want, and started to place parts together to see if they sounded right. We also experimented with overlapping of different parts, to make the transition between different parts of the song more subtle. 

We duplicated our layers, too, as this would make it easier to identify different parts of the song and see how they all fitted together. This also allowed us to alter the volume of different parts. So, for example, if we had an overlap, we could turn one part down to make a more subtle transition successful. 

Our next plan is to record a motivational quote to go at the beginning of our advert, to add to the motivational tone. This quote is:

"Remember this, success has been and continues to be defined as getting up one more time than you've been knocked down."

We're have two speakers in mind who we want to speak this quote, and once we have recorded this we intend to play it over our music, ready for our advert. 

Radio Advert Analysis

Air Lingus Radio Advert Analysis 



In the advert they use an irish narrator to instantly inform the audience that the company is to do with Ireland, this could also intrigue the audience because stereotypically radio ads use southern english accents that speak standard english. The ad promotes the tourism of Ireland, describing different attractions, the narrator speaks in a high pitched, up beat voice to attract the listener and make it more appealing but also the speed of speech is slightly slower than other adverts, so the audience can take the information as it is the main part of the ad. 

Radio Advert Analysis

Ocado Radio Advert Analysis



In the radio ad Ocado use a small song about the 'ocado man', this tuneful song is really effective in a radio advert as you can not use imagery so the song makes the ad more entertaining and attracts the audience. Also the song is quite catchy and therefore will be stuck in some peoples heads and get them thinking about the company. Another good aspect of the song is that it is quite upbeat which gives a good impression of the company, that they are friendly and helpful.

After the song, in a normal voice, they provide the listener with more information on the company as generally songs are not very good a communicating information. The speech is quick and clear so it is easily understandable but still keeps the audience interested. 

Sponsorship Sequence Analysis

Champions League Sponsorship Sequence Analysis 

The champions league is sponsored by Mastercard and also Heineken, so both are placed in the introduction sequence. We see the logo of the champions league first, letting the viewers know what is coming on and therefore interesting them. After a cinematic advertising the match we see three Heineken bottle located in the same stadium, relating to the advert and the forthcoming match, relating to the audience and making their product more advertising. We then see a mascot with a Mastercard logo in the bottom due to the fact this sponsorship sequence is consistent every week the audience don't need a lot of promotion and information as they know that it is sponsored by Mastercard so the small logo works well.

with our sponsorship sequence i think we should opt for a slightly different route as our brand isn't as well known so we need to advertise it more in the sequence.

Sponsorship Sequence Analysis

 Ford Sponsorship Sequence Analysis [first 20 seconds]




The audience first see the logo of the TV programme, indicating to the audience what is being sponsored. We the then see a lot of product placement and shots of the Ford car, making it clear and obvious what is being advertised as the sequence is only a phew seconds long. There are only three or four shots, each lasting a few, seconds making the sequence quick paced and therefore gets the point across really quickly and effectively.

also the commercial is heavily linked to football as it is placed before a football match, making it relatable to people watching it. With our sponsorship sequence we will opt to also place it before sports programmes as it will reach our target market more effectively.

Animatic Storyboards

Animatic 1

Animatic 2

Storyboard 2

This is the storyboard for our second advert, which focusses on a running shoe made by our brand. With this advert, we wanted to establish a unique selling point, similar to the 'Climacool' advert used when researching similar products. So, we have included a variety of shots of our runner running in different locations, and tied this with the slogan 'ready for anything.' This is further exploited through the low angle shot of our runner jumping over an obstacle towards the end. 

This storyboard is looking to be around 30 - 40 seconds long. It also uses a variety of close ups of the trainers and of our runner, to show the competitive nature of sport. We also think we may include more location tracking shots and close ups, however this is our basic plan! 

Storyboard 1

Production Schedule

Questionnaire Analysis

Questionnaire

In terms of constructing a questionnaire, Katie and I have considered the information we have already gathered from secondary sources. We have adopted a similar methodology, as we will present our questionnaire to sample of around twenty 16 - 30 year olds, however our primary data will be more appropriate to our TV advertisement. We have also included some questions regarding our two ancillary tasks - the sponsorship sequence, and the radio advertisement. This questionnaire also uses both quantitative and qualitative questions - the quantitative date will give us an idea of the ideas presented that are most popular, where as the qualitative data will give us thinking points and will allow us to further our initial ideas. Both are important in allowing us to progress. 

This questionnaire should give us an insight into who our target audience are, and their demands. 

Target Audience Questionnaire

1. What age are you? (Circle)

15 or under            16 – 21               22 – 30            30+

2. Gender?

Male           Female

3. How often do you watch TV a week?

Less than 3 hours           3 – 6 hours           7 – 9 hours          9 hours +

4. Do you see TV as an effective medium for advertising a product? 

Yes      No 

5. Consider a few advertising techniques - which would you consider to be most effective? (Circle 2)
- Flattering Words (ie New, Improved.)
- Statistical Proof 
- Nostalgia
- Lifestyle Fantasy (ie a desired life presented in an advert.)
- Family Values
- Selective Editing and Music (post production)

      6. Considering the idea of a motivational/inspirational styled advert relating to a sports brand, answer the following questions:

     a) Would you find a voiceover engaging and motivational? 
     Yes       No
     
     b) Do you think non-diegetic (background) music is essential?
     Yes       No

     c) Do you think a variety of shots is necessary, or is one focal point within an advert more effective? 
     Variety           Just One Sport

7. Watch a few of the following - do you feel the following adverts fill their purpose of being motivational? 

Yes            No

     Can you explain your decision? 

8. Do you think diversity is entirely important in this form of advert? (for example, children and adults are used, and people of different ethnicities, and even different abilities.)

Yes       No

Explain?

9. How often do you listen to the radio? 

Once a week        1 - 3 times a week       Most of the time        Everyday   

10. Do you find radio advertisements an effective form of advertising? 

Yes     No 

11. Highlight the strengths of the following sponsorship sequences.

12. Do you find sponsorship sequences such as the above memorable and effective? 

Yes      No

The Audience Research

Source: http://www.thinkbox.tv/server/show/nav.1435

‘Thinkbox’ worked with ‘Tuned-In’ to conduct research, looking at how young people’s tech-filled lives are affected by Television, including how much TV advertising affects them. I will use this research to help formulate my own questions for a target audience questionnaire, aimed at bettering my understanding for constructing my own advert.

‘Thinkbox’ used both quantitative and qualitative data to gain key information. For example, they used a representative sample of 1000 10-24 year olds, as this would generate a more accurate and valid national opinion. My own research will involve a smaller scale sample, however I will ensure all the participants are of the same age range – perhaps 16 – 30, as this is the sort of audience we would like to aim our advert at. In terms of qualitative data, ‘Thinkbox’ used a Facebook group and interviews, to generate more in depth, discussed answers. The questionnaire I am constructing could give space for people to discuss answers, to add depth to the research. One question this research used was asking respondents to discuss their most memorable TV advert.

In terms of my own research, I feel discussion is needed to add depth to our understanding, but it would be easier to gain results that can be quantified and displayed clearly in graphs.

This research also provided some statistics, providing secondary data:

·      A qualitative respondent: “When I get home from school and no one is home two things go on first, the central heating and the telly.” ‘Thinkbox’ describe this as ‘emotional central heating.’ 39% of respondents said TV keeps them company.

·      61% of young people in this research named TV as the most successful advertising platform, with cinema coming second with just 7%.

·      When asked to name a memorable TV ad, 90% of respondents named a TV advertisement.

·      The research found that young people are more likely to enjoy and trust TV advertising. 24% of young people said they trusted TV adverts, next to only 14% of adults claiming this. 33% of young people said they discussed TV adverts, too, showing how much impact they must have.

·      The research concluded that TV is less intrusive than other forms of advertising, makes people more aware of and interested in brands, and increases desirability of products and purchases.

Therefore, this research gives us a particular insight into how effective TV advertising really is for our target audience, and suggests our advert needs to be memorable and unique in order to generate discussions amongst youths and keep them entertained. It also needs to be clear and the product must be defined, as young people pay close attention to these ads. This research makes a point of the fact that gender differences are balanced in this general TV research. Steve and I aim to make a TV advert for sport that is aimed at both genders, therefore our questionnaire needs to target both, as well as include both males and females in our ad. 

The Research #3

TV Advert Analysis 


http://www.youtube.com/watch?v=840bxoTK7pI&list=PL6AA1D7BA47E9F336


This ad is only 18seconds long but it is still really effective and gets the point of the advert across really well.

We see a close up of a boxer, throwing punches toward the camera, this works well as it could also be perceived as a point of view shot, making it more immersive for the audience. The close up shot is used through the whole clip, so the audience isn't confused or disorientated, just focused solely on the boxer, making the advert extremely simple but still really effective.

The editing used is minimal  as we only see one type of shot. Continuity editing is used through the whole clip, joining different takes. The editing is very fast paced making the boxing look really quick so the ad is more interesting and intense. 

The sound is also extremely minimal, diegetic sound of the boxers punches is used to reinforce the speed and ferocity of punches. Over the top there is non diegetic narrative of a lady speaking, the speech is very emotive and inspiration, similar to what we would like to include in out advert, this works well without and music so the audience focuses on the speech more. 

The Research #2

TV Advert Analysis 

http://www.youtube.com/watch?v=xa_utR5emDM&list=PLNqKTn4CuEXcz7TKP56J4fv6FLe_ZGqMI&index=21


I chose to analyise this video as the inspirational theme is of the advert is exactly what Katie and I want to recreate in our own ad.

The open sequence shows shots of sportsmen and trainers cross cut with typography, informing the audience what the advert is about. During these shots there is narrative dialogue, which is quite inspiring for the audience. In the early stages of the advert the cuts are quite longer, and fade in to one another, decreasing the pace of ad. 

After this we see the pace of advert increase, with faster editing and shorter cuts. There is a large variation of cinematography used in the fast paced montage create a very quick, rugged feel to the commercial, linking with the theme. During this, the non-diegetic, background music increases speed also, working with the quick editing. Mid shots and long shots are used to show athletes trainer consistently throughput the ad, but also cross cutting with close ups to show facial expressions.

After this the pace is once again slowed, and we see mid shots of athletes speaking to the auience cross cut with them training, this shows the audience a more personal side of the athlete and therefor inspires the audience more. 

More editing is used to increase the pace of the commercial, as we see another montage of athletes training. Although cuts are still quite long but the pace of the music is increased and the type of footage used is more aggressive and direct. Also a lot of slow motion is used, this gives the footage a really nice effect, making the montage more intense as it slows the pace yet the editing is still quite fast. 

Our Run Identity

TGR RUN brand Identity

The Research #1

TV Advert Analysis


http://www.youtube.com/watch?v=z8RMwtKlqoM


This advert is similar to style of commercial that we are aiming for with our own project.
I choose this advert after viewing multiple online, i feel this advert has a lot of really effective content such as shot types, locations, cinematography and overall portrays the same type of effect we are going for. 

In the beginning of the ad we see multiple shots of different locations such as woods, roads and city centres, these are like establishing shots, informing the viewing of settings. But then we are taken to a close up of a lady waking up with the diegetic sound of an alarm clock whilst it is still dark, this connotes a form of determination to get up early and train, motivating the viewer which is what we also want to do. 
After this we see a lot of close ups of things associated with the morning such as a toothbrush but also a glass of water and an apple which symbolises eating healthy, tying in with the theme of the advert. The shots are short and are edited together with speed to keep the advert quick paced and to keep the viewer interested. During these clips, ambient  sounds was used throughout, making the advert more immersive, realistic and relatable. 
After this, the close up shots, seamlessly edited together, continues with shots of trainers, laces, trousers etc. keeping the advert fluent and interesting. 
During this sequence, it is general quite slow paced, even though the shots are quite short they give the impression of an early morning and not being at full speed. This is further enforced by the lack of music, just ambient sounds such as birds.  

The pace is then picked up when the subjects start running, I really like the cinematography when they are running  the variation of shot types work well. Close ups of feet and faces are used a lot, the shots of their feet are predominately to advertise the trainers but the use of slow motion effects work really well from an aesthetics point of view especially when they step in puddles etc. The close ups of faces show facial expression and show the determination of the runners, giving the audience a sense of determination also.  

The editing is very simple, continuity editing which makes it easy for the audience to follow the runners. Cross cutting is used often to show all the different runners, running at the same time of the day, this is done to show the audience that everyone is capable of running as appose to just focusing on one runner and will therefor inspire more people.  

The Identity

Brand Identity

We felt coming up with the brand identity early on was essential as it would after the whole project.

Using digital software i was able to come up with a brand identity for our company including a logo, typography, slogan and a colour palette which all will be used throughout the project. 

The Brand

The Brand Name

After coming up with various names for sports company, we decided that we liked the idea of relating it to a big cat much like what Puma have done.

We decided that we like the ideas of 'tiger' as the animal gives the right connotations that we wanted to our brand such as powerful, strong and fast, these are also attributes that athletes desire so we concluded that a tiger was a really good option.

We then played around with the word and letters, as we thought just 'tiger' would be quite dull so after a while we came up with 'TGR'.

We feel its a really effective name; short, sharp, easily read and understandable, perfect for a sports logo.   

New Idea

New Idea

We've decided to change from promoting a sports drink to a sports merchandise company such as Nike, Adidas and Puma.

Our idea for one of the two adverts has stayed the same, which is making a motivational compilation video of various sports to promote our brand.

Our second video will now be based solely on running and the promotion of running related merchandise that our brand sell such as trainers, socks, trousers etc.  

The Idea

The Idea

I'm working with Katie to make two TV adverts, and also a radio advert and sponsorship sequence all foe a made up product or service.

Our idea is to create the advertisements for a sports/energy drink as we both like the idea of creating these adverts, also I have a large interest in sport which well help a lot in the project.