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.