Firstly I watched the advertisement for the Samsung Galaxy S3 smartphone. The ad was titled "Designed for Humans". It clearly demonstrated how people can use the phone in day to day life such as different photography features and the sleep mode. The way it was made gave off the image that it is a very user friendly phone, but still uses a lot of impressive technology. In one short scene a father and son are falling asleep reading a bedtime story, and the phone goes to sleep when the man holding it does. The scenario is very idealistic like almost as if the phone features in the happiness and convenience of their lives. The advert is structured on demonstrating the phone's ability to do things for you and to use it's own technology to seem like it has a sense of initiative.
Monday, 25 June 2012
Analysed adverts.
I watched the Sure 'Xtracool' advertisement and found that the pack shot was at the start of the ad instead of the concluding seconds which is unusual for a television advertisement. Also the ad was filmed in a place that was covered in ice on the floor. This gave off a cooler, colder image to symbolise the ice and coolness of the spray, and to sell the anti-perspirance of the product.
Advertising - Evaluation
I am going to write an evaluation of television advertising techniques and structures.
I set out to create an advertisement for Hellmann's mayonnaise, and my original idea was to stage the advertisement through an animation. The idea was that the mayo bottle was to compete with other non branded products in a sprint/dash, in the form of animation. After discussing this with my tutor and classmates, everyone decided the idea was a good one, provided I had the time and resources to do so. Unfortunately this was not the case so I had to think of a new idea. My new idea was to show a young person scraping the last drops of mayonnaise out of a jar with a spoon, and struggling to get it all out. He comes to the realization that he has the squeezy bottle in the fridge, and it shows the fridge open and shows the bottle in a glorified manner. Due to my poor time management I was late editing the footage and the sound effects and music were not up to professional standard, but I know that if I had spent more time editing the advert would have looked and sounded a lot better.
I showed the advert to the class as a group and held a crit session. The overall feedback for the video was good, with a lot of positive feedback from my tutor and classmates. They enjoyed the humor and the narrative behind the advert, and they liked my choice of music and sound effects, but they also all agreed as a class that my sound effects could have been better in terms of timing/sync. I am not completely happy with the overall finished product, but I am happy that it appealed to a small audience in the form of my class.
I set out to create an advertisement for Hellmann's mayonnaise, and my original idea was to stage the advertisement through an animation. The idea was that the mayo bottle was to compete with other non branded products in a sprint/dash, in the form of animation. After discussing this with my tutor and classmates, everyone decided the idea was a good one, provided I had the time and resources to do so. Unfortunately this was not the case so I had to think of a new idea. My new idea was to show a young person scraping the last drops of mayonnaise out of a jar with a spoon, and struggling to get it all out. He comes to the realization that he has the squeezy bottle in the fridge, and it shows the fridge open and shows the bottle in a glorified manner. Due to my poor time management I was late editing the footage and the sound effects and music were not up to professional standard, but I know that if I had spent more time editing the advert would have looked and sounded a lot better.
I showed the advert to the class as a group and held a crit session. The overall feedback for the video was good, with a lot of positive feedback from my tutor and classmates. They enjoyed the humor and the narrative behind the advert, and they liked my choice of music and sound effects, but they also all agreed as a class that my sound effects could have been better in terms of timing/sync. I am not completely happy with the overall finished product, but I am happy that it appealed to a small audience in the form of my class.
Sunday, 5 June 2011
Pitch - Hellmann's Advert
I have made a decision to make an advert for Hellmann's mayonnaise.
My outline idea: I want to create a stop animation, and feature a race/sprint, with an olympic theme.
The Hellmann's bottle will in the middle lane of a 3 lane race track. Alongside the bottle shall be 2 other products, to race alongside Hellmann's.
The race will start with the other 2 products starting ahead, and it will first appear that Hellmann's will lose the race, but as Hellmann's gains speed, it will open the cap of the bottle and squeeze mayonnaise out "deploying" it as if it is a rocket, propelling it forward, and it passes the other products.
As it is coming towards the finish line, it jumps up high in the air, and does 3 or 4 flips, and acrobatically crosses the line, and lands on the cap, and shows the "clicking" of the cap.
The last scene of the advert will show the products take their place on the podium, and Hellmann's will climb to the top of the podium, and the slogan "Hellmann's Makes It" will appear above the products, and one of the products that came second or third will stumble or fall off the side of the podium, after being tired from the race.
New Idea
Due to limited time, the previous idea could not be made by the deadline for the project.
My next idea was to have a character casually prepare a sandwich in his kitchen, but he struggles to get mayonaisse out of a jar, but then has an idea, he opens his fridge and he sees Hellmann's Mayonaisse there, and decides to use it.
My outline idea: I want to create a stop animation, and feature a race/sprint, with an olympic theme.
The Hellmann's bottle will in the middle lane of a 3 lane race track. Alongside the bottle shall be 2 other products, to race alongside Hellmann's.
The race will start with the other 2 products starting ahead, and it will first appear that Hellmann's will lose the race, but as Hellmann's gains speed, it will open the cap of the bottle and squeeze mayonnaise out "deploying" it as if it is a rocket, propelling it forward, and it passes the other products.
As it is coming towards the finish line, it jumps up high in the air, and does 3 or 4 flips, and acrobatically crosses the line, and lands on the cap, and shows the "clicking" of the cap.
The last scene of the advert will show the products take their place on the podium, and Hellmann's will climb to the top of the podium, and the slogan "Hellmann's Makes It" will appear above the products, and one of the products that came second or third will stumble or fall off the side of the podium, after being tired from the race.
New Idea
Due to limited time, the previous idea could not be made by the deadline for the project.
My next idea was to have a character casually prepare a sandwich in his kitchen, but he struggles to get mayonaisse out of a jar, but then has an idea, he opens his fridge and he sees Hellmann's Mayonaisse there, and decides to use it.
Monday, 23 May 2011
Analysis of the Brief.
Hellmann's Mayonnaise
I have chosen to make an advertisement for the product "Hellmann's Mayonnaise".
Target Audience
The target audience is a modern audience, quoted "Modern open minded individuals who love 'real' food." Also, the target audience is families and young adults, implied when the brief says "Families and young adults are the biggest squeezy fans." So I think that the advert should be constructed around a friendly, non-aggressive idea, with a short plot that could be easily understood by passive viewers, and young adults. I also think that it should be made in a comical way for families to enjoy, while selling the product and advertising it effectively.
The brief says that "Eating is a real source of pleasure - they enjoy eating not simply for the food itself but for the social side; sharing good real food with their family and friends."
I believe that the brief is implying that Hellmann's Mayonnaise should be used on all occasions, not just dinner time. I think it suggests that Hellmann's should be used at special times of the year e.g Christmas, birthdays, significant holidays.
Business Opportunity
The business opportunity is that squeezy bottles are working well in the dressings market. According to the brief, "squeezy bottles are the fastest growing segment in the dressings market, and also cropping up in the spreads market."
The opportunity is therefore to launch the new and improved squeezy pack in Spain, Portugal, France, Italy, UK, Ireland and Greece.
What Hellmann's want people to do as a result?
The brief for Hellmann's advert wants the audience to do the following things after they have seen the advert:
The structure of the brief is simple. The layout of the brief is set under different headings. Each heading of the brief explains how the product is planned to be portrayed in the advertisement.
The business opportunities and their target audience is explained clearly and as a professional it is done well.
Professional development
I believe that this assignment can improve my professional development in the media industry.
While working on this assignment I am improving my development of working with a professional brief, and following the demands of the brief.
I have chosen to make an advertisement for the product "Hellmann's Mayonnaise".
Target Audience
The target audience is a modern audience, quoted "Modern open minded individuals who love 'real' food." Also, the target audience is families and young adults, implied when the brief says "Families and young adults are the biggest squeezy fans." So I think that the advert should be constructed around a friendly, non-aggressive idea, with a short plot that could be easily understood by passive viewers, and young adults. I also think that it should be made in a comical way for families to enjoy, while selling the product and advertising it effectively.
The brief says that "Eating is a real source of pleasure - they enjoy eating not simply for the food itself but for the social side; sharing good real food with their family and friends."
I believe that the brief is implying that Hellmann's Mayonnaise should be used on all occasions, not just dinner time. I think it suggests that Hellmann's should be used at special times of the year e.g Christmas, birthdays, significant holidays.
Business Opportunity
The business opportunity is that squeezy bottles are working well in the dressings market. According to the brief, "squeezy bottles are the fastest growing segment in the dressings market, and also cropping up in the spreads market."
The opportunity is therefore to launch the new and improved squeezy pack in Spain, Portugal, France, Italy, UK, Ireland and Greece.
What Hellmann's want people to do as a result?
The brief for Hellmann's advert wants the audience to do the following things after they have seen the advert:
- They want people to go out and try the new 'squeezy' bottle for themselves, so the advert should be driven towards that aspect of the advertisement, and the 'squeezy' element of the product should have a high emphasis.
- They also want people to feel free to use their Hellmann's however they like, so I think the advert should portray the different ways you can use the Hellmann's product daily with the different meals of the day.
- Finally, they want people to believe that no matter how they use the squeezy bottle, "Hellmann's always hits the (taste) spot". I think the advertisement should put a higher emphasis on a satisfied person after they have used the bottle and tasted the mayonnaise.
The structure of the brief is simple. The layout of the brief is set under different headings. Each heading of the brief explains how the product is planned to be portrayed in the advertisement.
The business opportunities and their target audience is explained clearly and as a professional it is done well.
Professional development
I believe that this assignment can improve my professional development in the media industry.
While working on this assignment I am improving my development of working with a professional brief, and following the demands of the brief.
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