Evaluation of Final TV Advertisement

1. Is your advert fit for purpose?

The brief of this Unit was to create a chocolate advert which would "reincarnate" beloved Cadbury products. This included the chocolates Flake, Time Out, Turkish Delight, Double Decker, Bourneville and Terry's Chocolate Orange. The advert would have to be 30 seconds which would be the standard advertising time on TV. We had to ensure that we would not alienate the advert from the loyal/hardcore fans of the product but at the same time invite new customers to purchase the product which would give us the chance to reach a wider variety of people.

 Our advert did meet the brief and we successfully accomplished an advert which would attract new customers/viewers and also met the limit of being 30 seconds long. The brief also mentioned that we could use ideas from the previous adverts to keep hold of the audiences from then and add to them to create something that would attract new audiences to try out the product. When reading through the brief it was also mentioned that the audience we were making the advert were for was British. This was because that the chocolates that we were making an advert for were all British. Me and my Partner Prabhjyot have accomplished the brief expectations as we created an advert which was 30 seconds long, no more or less and we have aimed it at a new audience who are teenagers/ Young Adults, keeping the previous audience comfortable with what they have seen before, this meaning we have kept elements of the previous product which would prevent the original audiences from moving away from the product but keeping them engaged with the product.

Throughout this Unit we had to do a few things which allowed us to meet the brief. We had to pitch our advert which expressed our ideas of what he have in store for the relaunch of the Cadbury product but also in the pitch explaining how it meets the brief in each slide of the power point presentation. My partner Prabhjyot and I made a pitch which did all those things. For example at 0:30 on the pitch that we did we explained who the product was aimed at which was at a British audience of all ethnicities. This showed that when we presented our pitch that all the slides was linked back to the brief which we were given at the start of the project. At 2:55 we explain the synopsis aspect of the power point where our idea was originally formed from. Vine is a app/video which people all around the world use to create 7 second videos of something funny, we showed the "Slap Cam" videos which well known "Viners" made. This is what we based our idea on, this meant that in our advert we had to have a compilation of people smashing the orange product which brings me onto my next point: The slogan of the product was "Smash it to pieces, Love it to bits" when thinking of the viral aspect of our advert we came up with an idea of using the slogan literally. This meaning that we would actually smash it during the advert itself which was actually shown in a professional way in their previous adverts. We thought in order to bring/attract new audiences we needed to do something that is used in modern day and that's when Vine came along. All previous adverts of the product had shown a woman advertising it and no males what so ever. We thought to alter that we could used males in our videos to contradict it and create a new audience. We also ensured that we would make this product seem like an everyday chocolate instead of having something you have on occasions such as Christmas which is mentioned at 4:57. We wanted to make it so that it is worth eating all year round.

Overall our advert was a big success and we met the brief perfectly. The advert appeals to a new audience because the previous ad campaigns which we have seen were mainly aimed at adult females and now it is aimed at teenagers which is shown throughout our advert. You can see that from 0:00 - 0:30 all the characters in the advert are male which shows that the product is being mainly aimed at males also they are teenagers of our age which also indicates that it is being aimed at a new audience rather than the conventional female adults. As mentioned above we "Smashed into pieces" and literally have shown the participants "Loving it to bits". For example at the start we can see that 0:00 - 0:07 we are shown the participants saying "Smash it Challenge"  then followed by that in the same order of appearances we are shown the correlating clip of the way it is smashed then again of the participants eating them after they have smashed the chocolate in the unique way that they have.

2. Clarity of Communication

The pitch my partner Prabhjyot and I had created was done thoroughly. We ensured that we did research on every aspect of what needed to be included in the pitch. For example the scheduling times with a budget of £1 million had to be calculated by hand and put in a chart which is shown on our pitch on slide 24. This was done via secondary research because it was impossible to do via primary as the prices were only available online for us to use on a website called "GuerillaScope". We also did primary research by creating questionnaires which we gave to people for them to answer. After doing that we gathered up the answers and created pie charts to show our answers. For example showed the "Identification of Audience" using our questionnaire in the form of a pie chart on slide 11 to show what type of audience our product was aimed at. 

We pitched our ideas to our media teachers which they gave us feedback at the end of the pitch itself. Also before the pitch was created we were given a checklist of what they would have to see in our pitches to make our idea solid. We included all of our checklist items in our pitch which made it very easy for us when were were pitching our ideas to our teachers. Also instead of having a to of text in the pitch we did it in the form of visual aids. This meaning we used pictures to illustrate our research and ideas. This would allow us to make the pitch more structured and allow us to explain the images in detail instead of actually reading off the board. It also ensured that we did not keep our backs to cameras and make it look like a proper pitch where we look at the camera and are pitching it to the teachers in front of us. Before going to pitch our ideas my partner Prabhjyot and I ensured that if any of us were stuck for words we would help the other person during the pitch. We had a moment which perfectly shows me looking for the word to say and Prabhjyot helping me through it. This is shown at 1:28 in our pitch, by doing this we ensured the flow of the pitch was no interrupted and that we were both alert at all times if this was to happen again throughout the pitch.

Our idea was conveyed effectively. I know this because using pictures had allowed us to portray our idea more clearly. It also helped us structure the way we talk instead of talking about two different things at the same time. Also at 2:38 on the pitch video you can see how we had structured our work so each of us would get the chance to talk. For example I was talking about "Editing" then Prabhjyot talked about the "Graphics" etc. This meant that instead of one person talking all the time we would evenly distribute our idea to the teachers.  At the end of the pitch we were asked questions which were all answered and given feedback. The feedback we received was excellent as we were told it was an unique idea to the others; in our class and something that would attract new audiences to try out our product. 

3) Appropriateness to audience compared with original intentions 

The advert  my partner Prabhjyot and I created was very successful as we met the brief and attracted new audiences to try the product. We also ensured that we attracted our British target audience which were young. I think we did it effectively as the advert related to something younger audiences would do. It also ensured that the advert had a connection to the new and previous audiences, as the previous audiences would know the slogan "Smash it to pieces, Love it to bits" and the new audiences would know the reference to "Vine" which is a viral video sharing app of 7 second videos. Also our advert could be shown as a little sexist or bias towards one gender but the aim was to make the product aimed at a new audience which we had portrayed from 0:00 - 0:07 in our advert which are shown as young British males doing the "Smash it challenge" The younger audience would know what "Vine" is but this term to an older audience they would not know.

 We had shown the Vine element by making the footage that we caught look very amateur because that is what vine is all about. We also ensured that the shots were quick snappy and short which is what Vine exactly offers. Previous advert of Terry's Chocolate Orange had shown a woman to be the face of the product but we have changed that here to make a change. Also we portrayed the product as an everyday product by having locations such as the park and back garden. Other adverts had shown this product to be somewhat festive and we wanted to change that and we did. We made the product seem like an everyday product which is available all year around and is aimed at all ages. In terms of keeping the idea original we did change one thing which was the locations. Everything else in the idea, the base was all kept the same. The reason why we intended to change the locations were that at the time of filming our actors had exams which meant that they could not go to far places so we did it locally.

4)Effectiveness of techniques 

Throughout our advert we did not use many techniques as we wanted to show the advert as amateur/professional. We did this by ensuring the footage we had was recorded by different phones to have different qualities and to have footage which was a bit shaky to show that a tripod was not used. To get to the professional aspect we used the final shot of the product with graphics to show how to enter the "Smash it Challenge" which was shown at 0:30. The graphic was overlaid on top of the final close up of the chocolate at 0:30. Also to make the advert seem more like a home-made video we left the background noise in the advert as well to show that the advert was not professionally made to look like amateur footage. For example at 0:03 we can hear the wind blowing in the background to show that the footage was in fact amateur. Also at the start of the advert at 0:01  you can see that the quality of the video was crystal clear but at 0:05 the quality is decreased. To ensure we had a variety of footage we used different phones for each shot to make it seem as if a lot of different people did it. We used a voice over at the end of the video from 0:29 - 0:30 where it says the slogan of the product "Smash it to pieces, Love it to bits" this was done so that the slogan was the last thing that the audience remembered for this advert.

 Also the starting shot and the ending shot is what is remembered by the audience most so the first shot said "Smash it challenge" and the last shot said "Smash it to pieces, Love it to bits". This was done deliberately so that the audience would remember the product. The colours of the graphic overlay was orange and blue which was the colour scheme for the chocolate. We chose to use this overlay because it had information on how to participate in the challenge itself and had a website for more information as well as the slogan. Overall it has a good impact on the advert. It had all the professional aspects of an advert as well the amateur side to it as well. It also had a good impact on the audience as it would help them remember the product through this challenge we have created also attract new audiences.

5) Effectiveness of content 

Our advert was aimed at a younger audience as well as young adults. We had shown this by having young adults in our video. You can see this instantly at the start of the advert at 0:00 where JB says "Smash it challenge" and follows through to the next participant and so on. This would show the viewers that it was aimed at mainly males who are British and are young adults. We did this because as mentioned above we wanted to make the product also appeal to males rather than the conventional females of the product. Also the engagement factor of the advert was shown successfully as well in this advert me and my partner created. We had a lot of entertainment in this advert throughout the whole 30 seconds. Firstly we had the song "James Last Blue Danube Waltz - Johan Strauss"  playing in the background. This is not the typical advert soundtrack you would hear but we wanted to mix it up. Usually you would hear waltz for like a luxurious product or a slow paced advert but here the advert is fast paced and makes the advert, in a way more humorous to watch. The waltz was played from 0:00 till the end of the advert at 0:30. Also another entertainment factor we had showed throughout the advert is the way the participants break the chocolate. For example at 0:08 we see Jaskaran fly kick the chocolate orange. This would be funny to a younger audience and very entertaining to watch as you would not see this everyday. It does engage my target audience because it is funny to watch and it is not something you see everyday.

6) Effectiveness of conventions   

In the form of conventions our advert did not show many. The reason for this was that the advert was based on Vine which are very short and filled with entertainment. The advert did not have a narrative in the conventional way but did have a hint of it. For example there were 3 segments to the advert itself. Firstly was the participants saying "Smash it challenge" on after the other shown from 0:00 - 0:07 then segment number 2 where the participants are smashing the product in their own way. Then segment number 3 which shows them enjoying the product that they just smashed. The advert was structured to show the stages of the challenge other than that there were no narrative conventions. Relating back to advertising techniques our advert had shown a solution to a problem. This is in the way they smash the chocolate. We had shown a number of ways to open a chocolate orange. For example at 0:08 we see Jaskaran fly kick the chocolate orange breaking it then we see Jordan at 0:09 hitting it with a cricket bat to split the chocolate orange open. This shows that the advert was a solution to a problem. Also the slogan itself correlates to the "Solution to a problem" aspect as the slogan says "Smash it to pieces, Love it to bits". This means that whatever way you smash the product you will still enjoy the chocolate either way. 

Also the advert itself send an Overt messages to the audience. At the beginning of the advert we hear Jaskaran say "Smash it challenge" which informs the audience that the following sequence is going to show the challenge taking place. Also at the end of the advert at 0:29 we have the "Voice of god" element which says the slogan loud and clear. There are no hidden messages in this advert therefore the advert had an overt message. To end the advert we used a pack shot at the end which is shown at 0:27 and onwards. By having the pack shot the advert would firstly look more professional and ensure that, that is the last thing that stays in the audience's mind. For example in an advert the audience tend to remember the first and last shots in the advert so by having a pack shot it would make sure that the audience remembers the product.

7) Impact of work

Overall our advert has a positive message to the viewers because it allows them to join the fun that we have shown in the advert by creating the "Smash it challenge" which is appealing to a younger audience. I think looking back at the brief it will definitely attract new audiences to buy the product because we have shown a fun way of opening the chocolate instead of the traditional way where you unwrap the chocolate and eat it but now you can throw it at a wall and eat it. It makes the product more engaging and makes the product to something that everyone can have fun with. I think both old and new audiences can relate to this ad because the previous advertisements for Terry's Chocolate Orange were mainly hosted by female adults with the slogan "Smash it to pieces, Love it to bits" and we've kept the slogan but introduced a new audience of males which would allow the chocolate to appeal to them. Also when creating this advert we had to abide by the CAP codes. For example on of the cap codes stated that the advert would not show the product being good for you. This meant if we did not only would we be misleading people to buying the product but breaking the rules and regulations which would result in our advert not being shown on TV.

8) Technical Qualities 

I think that the filming process and editing process was very successful with my partner Prabhjyot. This is because we only used our phones and others' phones to record which meant we were familiar with all the controls. Also we did not take any of the Media department's equipment which meant we did not need to carry around a tripod and camera which is very valuable and prone to getting stolen at places like parks. Also the filming went very smoothly as we did not need to setup the camera and tripod but just record the scene and leave. This meant that filming did not take long at all and all the filming could be accomplished within a week of starting filming. The only problem we faced were times. Most of our actors were in the middle of exams so we could not go to the locations we were going to use. Luckily enough we did get the filming done but in our local area. 

We ensured that we did not use the same place over and over again but use a variety of places. In terms of costumes we did not use any because of the fact that we wanted to keep the element of it being a home made video instead of having proper costumes and filming the advert professionally with tripods and camera with the same quality. The costumes had to be what you would wear at home or outside, nothing fancy as again it is a Vine so it is not professionally made. The editing that we did was done on Final Cut Express and it was very easy to use as me and my partner were familiar with it and there were no fancy editing so the advert was done within two days. The graphics was made on Photoshop which was again easy to use as I use it on a daily basis. At 0:05 the park shot may have seemed wobbly because of the wind, but i used this to my advantage. This is because home made videos are never still and used with a tripod it is just recorded using hand. I think the wobbly scene here adds to the effect of it being a home made video and not being professionally recorded using a proper camera and tripod.

9) Aesthetic Qualities 

The advert was created exactly as we showed on the pitch just with different locations. The characters that we used were perfect as they had shown clearly what the age group this advert was mainly aimed at. The use of amateur footage re-created the Vine element of the advert. The settings we used were somewhat similar to what we saw in the Vine videos. Most of the Vine videos we analysed were at home or in the middle of the street or even a park so we went with those. All these elements came together to make the advert a whole and I think overall the advert was a big success and will definitely attract new viewers to try out the product and participate in the "Smash it challenge" that my partner Prabhjyot and I created. Also at the end of the advert at 0:27 we used the graphic overlay which showed information on how to submit your own home made video of you smashing the chocolate open. This added some professionalism to the advert. The graphics used was identical to the colours on the chocolate orange itself which was blue and orange. By dong this it ensured that the advert flowed well and there were no abrupt colours which may make the advert look weird.

Research Log Final

Research Purposes

Final Advert

Production Log Week 6

Throughout this week me and my partner Prabhjyot have been editing our advert together. All the last minute filming was done the previous week which meant that we could focus all our time on making the advert and structuring it so it flowed well when viewing the advert.

From my previous weeks production log me and my partner Prabhjyot have fully edited the advert and made all the necessary changes to finalise the advert. For example the original ending to the advert was just the slogan with a blurred background. Now it has new graphics which I made on Adobe Photoshop and has a video of the product at the end and also shows details on how to do the "#SmashItChallenge" and send it to Cadburys.

 Below is the original overlay we were going to use.

This is what the edited overlay with information looks like.

We did not face any challenges whether they were logistical or technical because of the fact that the software which we used (Final Cut) and other programs such as Adobe Photoshop we were familiar with so that would not cause any problems. Also technological wise we did not face any either because we used our own phones to record which would give us the amateur type footage and we knew how to connect and get the footage from the phone to the PC.

This is the final entry as the advert has been completed and we have no further editing or filming to do!

Production Log Week 5

Throughout this week we also got bad news regarding our cast members two people dropped out as they simply did not have time but to counter balance that I found two new people who were willing to help out . These people where Thamid and Arjan. I explained to them they both of them had to smash a chocolate orange together and eat it but before we started filming Thamid came up with an idea of smashing the chocolate orange open with a hammer which we did not think of which was an excellent idea. I proceeded with that idea as it was quite unique and we did not think of that.

We filmed Thamids part and that left Arjan to film. We were talking about ideas when he came up with another idea which included playing pool. He mentioned that instead of one of the balls on the table we could replace it with the chocolate orange and he can hit it with the white ball and them crack it open and eat it. Again this was an excellent idea as he had a pool table and it was not far for travelling. We filmed that and that meant we got two people done in a day.

Also during the week I asked Jaskaran when he could film he said on a Thursday after school but not to Olympic Stadium as he had a Maths exam the next day so he could not waste too much time outdoors as he had to do revision. But we managed to film his fly-kick in his garden and that was Jaskaran's part competed. All we have to do for the rest of the week is finish off Jordan's Cricket Scene and Prabhjyot's cousins scene and we have all the footage we need for the advert and we can start editing.

Again this week also we did not face any logistical challenges this week except the fact that we could not film in another area because of the time constraint our cast members had throughout the week. Most of this filming period we did not face any challenges because our exams were finished but our cast members had just started which muddled our schedule up a bit and resulted in two people leaving the advert due to no time.

I faced one technical challenge which was minor but during the recording of Jaskaran's flykick my phone's memory went full and it did not record the second half of the clip. This meant when Jaskaran fly kicked the chocolate it broke into pieces but I did bot capture the footage. I had to go out an buy another chocolate orange, clear some of my phone memory at home and come back to Jaskaran to re-film the shot. Other than that we did not face any other technical problems.

Next week or before the end of this wek we will have everything filmed and will have started our editing for the advert. This means we have a tough week ahead in order to complete everything. Our aim personally is to have the advert finished and finalised by next week for sir to take a look at and tell us any improvements.

Production Log Week 4

This week me and my Partner Prabhjyot originally planned on filming the rest of the advert. We ran into major problems as we were informed by our cast members that they did not have any time to film as their exams have started. This meant this week we would not do anything in terms of filming nor editing. But throughout the course of the week one of our cast members Arbaz informed us that he was able to film but stated that he could not go to West Ham stadium and back due to him having and exam tomorrow. We were quite lucky due to the fact that he allocated some of his time for our filming and this week was not a waste of time after all.

A vine video is a home-made video is what were were going for. Amateur footage (not professional) to make it have an authentic feel when watching it. The fact that we did not go to West Ham stadium was a big let down as Arbaz did wear his kit when he did the filming in his garden but at the same time if we did watch a vine video most of them are done indoors at home and the some odd ones out in the area the "Viners" live at.





We did not face any logistical challenges as we only did a recording of one person only. We also did find the music we wanted. The only problem was that it was slower than we expected it to be so we might be able to speed it up during the editing period after we have everything filmed which will be some time next week or the week after depending on exam schedule for our cast.

We did not face any technical difficulties this week either as we are just using our phones to record to get the "Vine" feel of a home-made video. This meant that all the functions on our phone we were comfortable with and if it did come to any problem we would know how to fix it as we have the internet at our disposal and we are already familiar with the phone that we use on a daily basis.





Next week we have planned to film the rest of the advert with our cast members but we are unsure whether they will be going out to a different location due to the fact that they also have exams next week. We will have to wait and see if they can come out or whether we have to film near the area or at their houses. Also we plan on starting editing before the end of the week so we can get back on track.

Production Log Week 3

Throughout this week me and Prabhjyot have been creating graphics which would be present in our final advert. We created the same type of graphics on Photoshop which would come in after the final shot of the product shows at the end of the video. Also we are still looking for a suitable song which would go with the advert itself. We are stuck between songs which are upbeat and amped or something such as Waltz which would make our advert stand out and be different to the others.  We will have a final song before the end of next week which will be put into our final advert. The graphics that we have created was inspired from a previous Terry's Chocolae advert. We decided to do this because we wanted to make the advert feel the same for previous viewers of the advert and keep it modern for new viewers of the advert and I think by doing this we are inviting new audiences while clinging onto previous audiences who have fell in love with the product.

By using modern type fonts and music we are making the Terry's Chocolate Orange product something you can eat all year round instead of it being an item which gets gifted in occasions such as Christmas. We wanted to make the chocolate come out of its comfort zone and attract new viewers.









Throughout this week we did not face any logistical challenges as we were indoors finding relevant pieces to the puzzle which is our advert to make it piece together. The advert is coming along and mentioned before we will be editing as we go as the advert is only 30 seconds. The graphics has been done and the music is almost there. We are still deciding on the music but other than that we have not faced any problems whatsoever.

We did not face any technical challenges either as me and my partner did not borrow equipment. The programs we used were the ones I was very comfortable with. This was done because I was creating the graphics as I am comfortable in using Photoshop. My partner has transferred Matthew's part in the advert to the computer for editing. But we still have not found the correct music so the editing would have to halt for the time being. As mentioned above the music should be sorted out by this week. Also we did not face any other difficulties as the voice over we recorded was done via an app called "Smart Voice Recorder" which gave very good quality for the voice over for our advert ending.


Next week we will be filming the rest of our Cast members which are JB (Jaskaran), Callum , Iqra and Jasmine. Prabhjyot will be filiming Callum as well as his cousin while I will be filming with Jaskaran, Iqra and Jasmine. Also we will have started our editing and will be editing as we go along.

Production Log Week 2

Throughout this week I have got on with the rest of the Pre-Production Paperwork which will allow us to start filming this/next week. I completed the Story Board of the advert we will be creating in the coming weeks. The storyboard itself shows how the advert would look like including the Camera Angles, Shot Types, Sound etc. This will give us a better idea when we come to the actual filming. By this I mean that when we are filming the advert if we get stuck on what to do we can use the story board for reference which would help us. The story board I have created is 3 Pages long and also over the 3 second limit. The reason being we are not including all the recorded footage on the advert itself due to timing constraints.









Throughout this week we did not face any logistical challenges. My partner Prabhjyopt filmed Matthew's part when he throws the Terry's Orange chocolate product through a basketball hoop in a park. We were originally going to film at school but we wanted to have a variety of locations and abide by our Location Reccies and production schedule. We started filming this week but we could only do one person as the other members of our advert have been revising for exams. This was a little challenge that we faced but we will get back on track as we will be filming the rest of our advert in the coming week.

This week we did not face any technical challenges as we did not borrow any equipment. As our idea was to make a Vine like advert we will be using our phones to record the advert which would give it a more authentic feel of it becoming a viral video. Also different phones have different quality which means this would work in our favour,. Each person we will be recording we would use their phones as we can have a variety of videos with different qualities. By using our phones we will have no technical challenges as we are very familiar with our phone and we do not have school equipment. Also as we do not have school equipment we have an advantage as the risk of them being stolen has been reduced to none as we are using our phones but we still need to take precautions when filming as personal belonging can get stolen.

For next week me and Prabhjyot will be finding music that we will be using for our advert and creating all the necessary graphics we will be needing for the advert itself. Other than that we will be carrying on with filming.

StoryBoard

Pitch Reflection

Me and my partner Prabhjyot's pitch included Primary and Secondary research data. We ensured that all the information that we gathered was presented in the pitch itself and also added to our research grid which we are doing as we go through all our research. Our primary research was mainly questionnaires as they were easy to construct and the questions asked would be specific to our product that we will be advertising. Another reason why we chose to do a questionnaire is that we can give it to anyone we want and they could answer it how ever they wanted to. Also we could gather extra ideas which would further aid us for our idea for our advert. Also by having the primary data presented in our pitch not only did it show proof but it helped us backup our idea for the advert. These questionnaires that we did were presented as pie charts to show the percentages of similar answers.

Our research was presented in slides 11-15 which included the Primary research with the use of Questionnaires and Market Research by taking pictures of our competitors. Throughout our Pitch the use of pictures helped us a lot as it would spring ideas to our minds as we speak. It would aid us to a point where if we got stuck with something and we looked at the pictures it would instantly get us back on track. Also secondary research was done in order for us to find our scheduling times for the advert we are creating for Cadbury's Chocolates. We used a site called GeurillaScope which would give us precise costs for certain channels during certain times such as Morning, Morning Peak Times, Evening and Evening Peak Times etc. Also a slide which particularly helped us throughout the pitch was the videos where we would further aid our ideas to the teachers who watched our pitch. We wanted to go for a "Vine" like advert which would go viral. It would be a compilation of videos put together with different types of quality to make it have that authentic feel to it. Also by watching the previous adverts in the pitch it helped us get our idea across. It showed that we wanted to have the element of smashing the Terry's Chocolate Orange to split the segments and enjoy. We took that element and the vine element to combine it to create a vine like video which would be a challenge to smash it in various ways.

When performing the pitch I think me and Prabhjyot was calm. We thought about everything before we said it and had a rough idea on what we were going to talk about on each slide. We ensured that we were both calm before presenting it otherwise it would have been much harder to get our point across. Also me and Prabhjyot helped each other if one of us was stuck when talking during the pitch itself. All the pitch was revised so we would know who would do each slide to evenly distribute the amount we both talk. The pitch was mainly images which would allow us to talk more on each slide instead of having writing and making it boring. By having the images I think it allowed us both to explain the slide in great detail instead of looking at a sentence and just saying that and moving on.

The feedback me and my partner Prabhjyot received was very good. We altered the idea of having multiple people throw the chocolate at a easel/table to smash it open to having the challenge idea with the vine element. I think the feedback has allowed us to make a better idea which is more solid and do-able. Throughout the feedback we was told to scrap the idea of having an old women in the ending of the video and make it more simple. This meant that we could stick to the rule of having the chocolate aimed at 16-25 year olds.

Production Log Week 1

Throughout this week me and my partner had to start the Pre-Production paper work which we had to complete in order for us to start the filming. The production work had things such as Cast List, Location Reccies and Risk Assessments that we had to get done before we start filming.

This week we had IT Exams which meant the Pre-production paper work had to be left until the weekend which meant we would fall behind the class if we didn't do it through the weekend. Me and my partner Prabhjyot split the work between the two of us so that the work load would be less. As we had an IT exam the following week we only had the Cast List and Risk Assessment forms completed. We had to ensure that the following week we had everything else done even though we had another IT Exam the following week.

The progress we made throughout this week was minimal due to the exams but we got two of the Production paperworks done which was mentioned above which were the Cast Li
st and Risk Assessment. As mentioned our challenges which we faced were the fact that we had exams other than that everything was all right. Also my partner prab did get a few of the other paper work done such as the crew list & Prop list. All together as a group we did quite well.

The target I have for next week is that I need to complete the Location Reccies and Prabhjyot would finish the rest of the pre-production paperwork. The story board here is the most important piece of pre-production as we can refer to it when we are filming and what the actual advert look like when the advert is done (Narrative)

Pitch Videos

Location Reccies

Production Schedule

Cast List

Final Pitch

Risk Assessment Forms

Voice Over Script

Prop List

Crew List

Case Study of Existing Advertising Campaigns researching the role and impact of - Advertising Standards Authority (ASA) and Ofcom

What is the Background of the ASA?

The committee of Advertising Practice is long for CAP. During the period of 1962 ASA started to become independent. "In 1962, CAP established the ASA as the independent adjudicator under the newly created Code. The Authority was set up to supervise the working of the new self-regulatory system in the public interest". In 1988 a legal backstop was introduced "In 1988, the introduction of the Control of Misleading Advertisements Regulations provided the ASA with legal backing from the Office of Fair Trading (OFT). These regulations enabled the ASA, for the first time, to refer advertisers who made persistent misleading claims and refused to co-operate with the self-regulatory system to the OFT for legal action." This meaning that advertisers who claimed falsy will be considered in getting the advertisement they created being taken down by the ASA is it were to breach their codes.

http://www.asa.org.uk/About-ASA/Our-history.aspx

What is the role of the ASA in the regulation of Advertisements?

ASA regulate many types of adverts from  Magazine & Newspaper adverts to Cinema Commercials. Below is the full list of advertisements they regulate:

• Magazine and newspaper advertisements 
• Radio and TV commercials (not programmes or programme sponsorship) 
• Television Shopping Channels 
• Advertisements on the Internet, including:
  • banner and display ads
  • paid-for (sponsored) search
  • Marketing on companies’ own websites and in other space they control like social networking sites Twitter and Facebook 
• Commercial e-mail and SMS text message ads
• Posters on legitimate poster sites (not fly posters)
• Leaflets and brochures 
• Cinema commercials 
• Advertising within smartphone and tablet apps
• Direct mail (advertising sent through the post and addressed to you personally) 
• Door drops and circulars (advertising posted through the letter box without your name on) 
• Ads on CD ROMs, DVD and video, and faxes
• Sales promotions, such as special offers, prize draws and competitions wherever they appear.

All theses types of adverts are regulated on a daily basis and all producers of the adverts need to take the ASA's regulations into mind otherwise could result in their advert being stopped from being aired on TV and banned.

http://www.asa.org.uk/Consumers/What-we-cover.aspx

What is the legal standing of the ASA in relation to Ofcom?

The quoted paragraph below explain what will happen when ASA find an advert which has breached its terms and conditions. This means when they find out the breached content they will be able to refer to their legal backdrop to see whether the advertisemtn has to be taken down or not.

"In exceptional circumstances where an advertiser has so seriously or repeatedly breached the Codes for misleading advertising or a broadcaster continues to run problem ads then the ASA can refer to its legal backstops.The Trading Standards is the ASA’s legal backstop for non-broadcast advertising and can initiate statutory interventions against advertisers that fail to co-operate with the self-regulatory system. Ofcom is the ASA’s co-regulatory partner for broadcast ads and the ASA can refer problem broadcasters to them for consideration of sanctions including fines and revoking licences"

Some advertisements cost a lot of money to make and even to puyt in a prime time slot but advertisers tend to amend the breached codes but with ASA's legal backdrop it is implying that ever TV advert or event Web Adverts cannot false advert otherwise legal action can be taken against them and result in their TV advert being withdrawn.

http://asa.org.uk/News-resources/FAQs.aspx

What are the procedures of the organisation?

The ASA  has shown how to make a complaint for the advertisement they are willing to complain about. There are procedures on the website named in steps for the person to follow to see if it qualifies for moderation or not. Firstly you have to check "whether your complaint is covered by the ASA" if ti is you can submit a form to the ASA for them to regualte.the ASA states that they can "often resolve complaints quickly. For instance, we can have an ad changed if it’s a minor mistake or chase up an undelivered mail order item on your behalf. If it’s not that simple, we may need to conduct a formal investigation, which can take longer." This is assuring for the person who has complained about the advertised as they can get quick responses or responses that take some time as they need to investigate further into the advert.

Here is the full complaint procedures:

1. First, check whether your complaint is covered by the ASA.  Find out what we cover here, or if you're still not sure, call/textphone us to discuss your complaint.  Our contact details can be found here.

2. If it is, submit your complaint online, or telephone,textphone, or write to us.

3. We’ll give you the name of the person who will handle the case and be your point of contact.

4. The names of those who make a complaint are kept confidential from the advertiser, unless you are asking us to have your name taken off a mailing list or the complaint is from an individual, competitor or organisation with obvious interest in the outcome of the complaint (such as consumer bodies and pressure groups).

5. We can often resolve complaints quickly. For instance, we can have an ad changed if it’s a minor mistake or chase up an undelivered mail order item on your behalf. If it’s not that simple, we may need to conduct a formal investigation, which can take longer.

6. A formal investigation means the ASA Council will rule on the matter. We contact all parties involved (complainant, advertiser and, if appropriate, the broadcaster) and inform them of the process. We ask the advertiser and broadcaster to provide evidence for any claims they make and, if needed, to provide justification about why they thought the ad was appropriate.

7. We consider all the information we receive and place the facts of the case before the ASA Council which decides whether the Advertising Codes have been breached.

8. We publish our rulings in full every Wednesday and make the findings available to the media.

9. Ads that break the rules are required to be amended or withdrawn, if they aren’t, we will take steps to make sure our ruling is followed.

10. We take every step to make sure the process is fair, which is why there is an Independent Review Procedure that allows complainants and advertisers to request a review of a ruling.

http://asa.org.uk/News-resources/FAQs/Dealing-with-complaints-FAQs.aspx

What are the key parts of the code governing food and soft drink advertising and children and advertising that you think will be important to bare in mind for your advert?

Children's Advertising Codes:

These codes are taken very seriously by the ASA because if it wasn't it will result in children learning bad habits and potentially life threatening. For example if they were encouraged to eat chocolate everyday as it was supposedly "good for you" it could result them having diabetes in the future. This is where ASA step in as they forbid manufacturers from encouraging bad habits.

	Advertisements must not condone or encourage bullying.
	Advertisements must not portray or represent children in a sexual way.
	Advertisements must not imply that children are likely to be ridiculed, inferior to others, less popular, disloyal or have let someone down if they or their family do not use a product or service. When creating my adverts I will need to take all of these codes into consideration to ensure I meet the ASA's regulation for advertising.

Codes for advertising Food & Drink

Advertisements must neither try to sell to children by appealing to emotions such as pity, fear, loyalty or self-confidence nor suggest that having the advertised product somehow confers superiority, for example, making a child more confident, clever, popular or successful

Advertisements addressed to children must not urge children to buy or persuade others to buy and must avoid high-pressure or hard-sell techniques. Neither the words used nor the tone of the advertisement should suggest that young viewers could be bullied, cajoled or otherwise put under pressure to acquire the advertised item http://www.cap.org.uk/Advertising-Codes/Broadcast/CodeItem.aspx?cscid={933ab0c3-ed5b-4cb7-ba39-07e337bbc0f0}#.VRJmGvmsUZk http://www.cap.org.uk/Advertising-Codes/Broadcast/CodeItem.aspx?cscid={d2bcc9e5-79e5-408a-8db4-8f1eebc49707} Advertising Case Studies

This malteser Advert was quite unique and funny at the same time. The narrative here is that they want to enjoy the maltesers. For example at 0:03 she says "ooh go on then" meaning she wanted the malteser and after that she eats a malteser. Followed by that the other woman says " Its only 11 Calories" this tells the audience that per chocolate it has low calories. She also mentions the word "Naughty" before the calorie comment is said and then "not naughty" after the 11 calorie statement has been said. At 0:12 she looks at their "boyfriends" and starts to get out of his hand. At 0:19 the advert turns very inappropriate as the men are "sexually" sleeping together which is very inappropriate for children. This advert will not be suitable for children as it shows sexual content. Also should not be aired before the watershed as children maybe watching TV at those times.


Here is a tango advert that has been banned from viewing. Throughout the video from 0:16-0;46 we are shown fruits falling from a downhill road. These fruits are contained in the drink according to tango. The reason why it was banned from viewing is that it was misleading the audience very badly. This meaning the element of having fruits may imply that the flavour but these were fresh fruits which meant that the Tango drink should have had fresh fruit which it didn't. Also while the fresh fruits are misleading the amount of fruits that were used went to waste as they just used it for an advert and probably threw them away. Also the slogan at 0:58 "It's clear you've been tango'd" shows a correlation between the fruits as it is very clear the fruits are coming down a slope and its visible due to the colour but there was no reason for wasting that many fruits which resulted in the advert being banned.


This morrisons advert was banned by the ASA. Throughout the whole advert we are shown the mum making a burger for her daughter which is shown at 0:13. It also shows that the burger includes tomatoes, onions and a piece of lettuce which makes it healthy in a form. At 0:21 we see the little girl take off all the toppings that were on the burger just leaving the beef there. This is why the advert was banned as it encouraged children to remove the salad from the burger and just enjoy the unhealthy part of it. Children tend to do things the are not told to do and this was one of them. Even though at the end at 0:28 the slogan says "Love it cheaper" there is no reason why they needed to encourage children to remove the salad. Maybe it was done to show the realistic characteristics of the children but when shown on TV it made parents question the advert.




The lucozade brand is well known for it hydrating the body and used as a recommended drink when going for a run but this lucozade advert was banned. The only reason why this advert was banned was the slogan at the end which mislead everyone. At 0:59 the slogan stated that "Hydrates and Fuels you better than water" which is not true at all. Thinking about it logically it contains alot of sugars which is bad for the body. They claimed that it helps the body hydrate faster than water which mislead the viewers aswell as that the people in the video are probably actors who encourage to use the product by making them take a "fake" test.