Unit 30: Advertisement Production for Television Task 4 - Reflection on Work

In this project I had to work as part of an independent advertising production team, pitching, planning and producing a Christmas advertisement.

My idea follows a modern day Scrooge walking through a town, he sees a huge Christmas tree and walks over. A cheerful little boy can see how upset Scrooge is and runs over to hand him a small present. This causes Scrooge to have a flashback to when he was a child; handing his father a gift and getting it thrown away as he is uninterested.

As the acting students were busy practising their Christmas pantomime I casted two people, with the advice of my team, to play my characters. My partner, Joey Myers, played the part of Scrooge. He already has the stern/grumpy face so he was perfect! My 2 year old, Bradley Cooper, played the part of the little boy. During pre-production we learnt about the restrictions for filming with children. I ensured I took notice of this and used them while filming. They specify how much time a child of a certain age can spend on set all together and the amount of time each duration must be between breaks.

My first idea was to have it set in the Victorian era, like the real tale of Scrooge. My ideal setting was to be Preston Hall Museum. However with not enough time to plan and finish pre-production paperwork I had to develop my idea. Thus a modern day Scrooge in a town. I had decided on Stockton Town Centre because of the Christmas feel, when we arrived it was far too busy to film. So we agreed on a last minute decision to travel to Norton High Street and film there. The costume is kept the same as the traditional character so the audience will definitely understand the storyline. My work changed throughout the project because of difficulties during shooting. On our set shoot day my 2 year old son who was playing the child character wasn't comfortable following instructions to run past camera with the present. The shots I had planned were to complicated. Therefore I had to cut out the scenes of the little boy running after Scrooge and have the one scene of the present being handed over to Scrooge. But, he still wouldn't cooperate. That day we only got the shots of Scrooge, that turned out better than I could of wanted. Thankfully, that weekend my son was in a very good mood. Myself and Scrooge took him to Norton Green and I filmed the shots I needed in front of the Christmas tree. I had to film myself as it was so last minute and not planned. I know this wasn't professionally done but I feel it was the only option. The filming of the flashback scene was planned for the week before deadline day, but due to family issues and my absence in college this couldn't be done. Myself and my team got together and decided (to make the deadline) that they would star as young Scrooge and his father and we would film in college that afternoon.
I came across the song cover, It'll Be Lonely This Christmas while Jess helped me search through youtube for an appropriate choice. It was by chance and i'm so pleased we found it. This was my final choice because I think the lyrics match the advert storyline perfectly and also the sound of the song is John Lewis style. 

I think my research helped a lot during the pre-production and production, because I knew how to structure a John Lewis advert and what techniques to use.

Analysing and researching John Lewis advert The Journey, helped to inspire me.

In my advertisement I used techniques such as pathos to provoke an emotional response in the audience. I used this by creating an emotional tie with the character Scrooge. As well as the audience feeling happiness when they see the cute little boy they then feel compassionate towards Scrooge because of how terrible his father was and towards his own feelings on Christmas. By the end of the advert they are happy that Scrooge has become a better person. My team's tagline 'Put a smile on someone's face this Christmas' also implies that the audience should do the same and help someone be happy and enjoy the time of year (this is achieved through buying them a John Lewis's product). By using immersive advertising I can pull on the heartstrings and use compassion to sell John Lewis.

My skills have developed during the project because I have never directed before. On previous projects I have been the Script Supervisor. This time I had to direct the actors and tell/show the camera operator the different shots I was wanting. I had more choice and felt comfortable making decisions that would change the final pieces of footage.

I wish I had gave myself more time to explore different settings further. As I didn't, when it came to shooting day it wasn't possible to shoot what was planned. This resulted in a last minute change in location.
During Matty's production my role was Script Supervisor and also actor (which I have never done before in my life. Thankfully I didn't ruin his advert.) Kane was also present as Camera Operator and Matty was, obviously, Director. Jess couldn't be there as she was working. The shoot went really well and Matty got everything he wanted within two hours of Ollie (the main character) arriving. Ollie's performance was incredible for someone who has never acted! As Jess was filming on a weekend in Darlington there was no way I could get there and I would also have Bradley - not helpful. Kane's advert was filmed on Norton Green but because I wasn't aware of filming until two days previous I could not attend. 

The feedback from my final piece was very good. I held a focus group with the ages ranging from 16-30 and handed out a questionnaire each with the questions:
Do you think the advert reflects the brand well?
How does the advert make you feel?
What did you like or dislike about the advert? Did anything stand out?
Was the storyline of the advert clear?
Would you suggest any improvements to be made?
Any other comments?
All of the participants agreed that I reflected the brand, showing John Lewis can provide the joy and love Christmas and presents bring. They all also felt emotional, which is exactly what I wanted, a emotional connection! Most feeling sad for Scrooge, especially during the flashback of his childhood. However, they were overjoyed when he changed his ways. A happy ending. The only two criticisms (from two people) I received were that the green of the green screen was still visible and why did a random child give him a gift. It's too late to change the storyline and I believe it doesn't need changing. John Lewis adverts aren't based on reality. Why is there a man on the moon? Why does a stuffed toy come to life? How does the snowman come to life? However I have changed the chroma key in post production. I have got rid of as much green as possible during the flashback scene. 

Although hardly anything went to plan, overall I am very pleased with my final piece (and amazed it turned out so well). There are some shots I would change, but that isn't possible without another shoot. I think my advert could have turned out better if the characters were played by actors who were comfortable in front of a camera and could take direction. The advert includes our tagline and the logo of John Lewis at the end, thanks to Jess for finding the exact same font on premier pro. The advert reflects John Lewis well and fits into previous adverts by the brand. 

Unit 30: Advertisement Production for Television Task 1 - Advert Analysis

Our group decided to advertise the well known brand John Lewis. I chose the advert, The Journey, John Lewis 2012 Christmas advertisement. Therefore I could understand the styles and techniques they use to advertise and use it in my own work.

It follows a snowman on a romantic quest to buy a gift for his snowwoman.

The advertisement is an anti-realist narrative. Although yes, it is a story it's obviously fictional. The advert is very dramatic; shown in the scenes of the snowman battling through large winds and heavy snow, over streams and high mountains.

Different codes and conventions are used throughout. The advertisement starts with an establishing shot of a cosy cottage with a beautiful backdrop (John Lewis standards of course). Close up's are used to show the two cute children making their snowman and woman. They are also used to show the little girl's happiness at the end of the advert, as well as the snowman's feautres on his quest. Two shots are used to show the snowman and woman together, very close. A lot of wide shots and master shots are used to show where the snowman's journey will take him next and what he will battle against.

There is a mixture of sounds in this advert. Diegetic sounds such as, the robin tweeting and the stream running through the forest all show the natural side. But non-diagetic sound is used through music. John Lewis ALWAYS have a song playing throughout their Christmas adverts, they have a light slow tone to add to the magic. In this advert, Gabrielle Aplin's cover of  'The Power of Love' is used.

John Lewis use certain techniques to draw their audeince in. By using pathos (immersive advertising) they evoke an emotional response in the client. Pulling on their heartstrings and creating a feeling of overwhelmed compassion as they witness this snowman's efforts to buy the one he loves a Christmas gift. John Lewis unique selling point is to use emotion too sell. The tagline used in this advert, 'Give a little more love this Christmas' really sticks in the audience's mind. If this snowman can go to extreme lengths to buy a (John Lewis) present, so can you, make someone you love happy this Christmas (by going to John Lewis).

John Lewis Christmas adverts are so memorable because they tell a story. People who start watching can't turn away because they need to see the happy ending.

John Lewis' target audience is everyone. They sell a range of products for different ages and their adverts can interest anyone of any age, However they focus a little more on the older generation, with disposable income. John Lewis isn't cheap and they know it; they want their clients to trust them and not want to try any other market. Using demographics John Lewis target section A; higher management such as doctors and professionals. They are willing to pay the high prices for the good quality they know John Lewis will provide.

Unit 24: Writing for Television and Film Task 2 - Researching other people's stories

The Spider and the Fly is a poem by Mary Howitt, published in 1829. The first line of the poem is "'Will you walk into my parlour?' said the Spider to the Fly." The poem tells of a cunning Spider who ensnares a naïve Fly through the use of seduction and flattery.

My understanding is that this story type is about the Spider's use of flattery and charm to disguise their true evil intentions and the Fly's naivety.  

Red Riding

The 7 minute short Red Riding, directed by Louis J. Parker and Dominique Miranda is a film based on my story type.

http://www.thesmalls.com/film/red-riding-short-fantasy-film

3 Act Structure

Act 1 - Set Up

In the beginning of the film we are introduced to the protagonist and the antagonist. As the protagonist is happily dancing in the forest alone we see the antagonist sneaking up and watching her from behind a tree. He creeps up to her while her back is turned and as she turns to face him, he winks and smiles. The pair kiss and begin to dance together, running throughout the forest. Like a game of cat and mouse, the protagonist is always in front of the antagonist. Suddenly he disappears and she is left alone for a brief moment in time. He appears behind her and holds her arm with a sinister feel, showing power over her in a threatening situation.  This is the inciting incident/catalyst that draws the audience in.

Act 2 - Confrontation

The action begins to rise in the middle act. The protagonist tries to escape the antagonist but finds herself in a worse situation as she has injured her leg falling. As she frantically tries to find a way out of the forest (that gradually gets thicker and darker) the antagonist stalks her, like a predator hunting his prey. He takes slow steps, knowing he holds the upper hand.

Act 3 - Resolution

The protagonist reaches a dead end, the antagonist has caught her. As she struggles and falls backwards, he suddenly reaches for her and the screen goes to black.

In this short film, the dancing resembles speech. There isn't any physical talking, but the characters talk through movement. When they first meet we can see the anticipation as they circle each other, trying to suss each other out. The antagonist uses his good looks and charm to seduce her, leading to a kiss. After they kiss (which the antagonist instigates) the tone is lighter as the protagonist starts a game of chase laughing. However, the antagonist doesn't seem to be as happy. After entertaining her game the antagonist decides to take a sinister approach. He grabs her violently and pursues her until she is stuck in a dead end. He finally gets what he was after the whole time.

My short film will loosely follow the same three act structure, with the characters talking online.

Characters

The story is a modern day fable exploring the terrifying notion that people may not always be as they seem, it follows the well known fairy-tale characters Little Red Riding Hood and her meeting with the Big Bad Wolf.

The protagonist - Red Riding Hood

She is a naïve young girl dressed in red enjoying dancing in a forest. Although she doesn't speak, her innocence is portrayed through her graceful movements and facial expressions. She is quick to dismiss the situation in which she meets the antagonist and falls for his enticing smile straight away.

The antagonist - The Big Bad Wolf 
He is a predator hunting his prey; in his eyes the young girl. He is dressed in black and grey, straight away this makes the audience realise he is a dark character compared to the colourful Red Riding. He walks slowly but surely and always keeps his eyes on the protagonist. He charms her into thinking he's something he's not.

Unit 30: Advertisement Production for Television - Class Task

Today we began our next unit, advertising. We had to find some information about

BARB; Broadcaster's Audience  Research Board

They provide weekly UK audience figures and offer a minute by minute breakdown of viewing at regional and national levels.

They carefully select a panel of private homes and an average is taken. This consists of 5100 households, which each represent 5000 other households across the UK.

We then looked at where we encounter advertising such as; YouTube, any channel except the BBC, websites, newspapers.

We were asked about what adverts are memorable. When I think of adverts the first thing that pops into my mind is the John Lewis Christmas adverts (it doesn't help that it's nearly Christmas) this is because they make me feel a certain emotion when watching. This is called immersive advertising; when you are emotionally invested/involved. Another advertisement I find memorable is for Go Compare (not for the right reasons) they have the most irritating man in the world singing the most annoying-ily catchy song! As soon as the company realised how memorable this character was they used it repeatedly in every advert, making sure a link was made and when thinking of a comparison website people would start singing the song/jingle stuck in their head.

The persuasive strategies used by advertisers who want you to buy their product can be divided into three categories:

Pathos - An appeal to emotion

An advertisement using pathos will attempt to evoke an emotional response from the audience. This can either be a positive emotion (happiness from a family enjoying themselves together) or a negative emotion (pain from a stressful situation).

Logos - An appeal to logic or reason

An advertisement using logos will give you the evidence and statistics you need to fully understand what the product does. The logos of an advertisement will be the 'straight facts' such as, a innocent smoothie contains two of your five a day. 

Ethos - An appeal to credibility or character

An advertisement using ethos will try to convince you that the company is more reliable, honest and credible. Resulting in you buying the product. Ethos often involves statistics from reliable experts such as, nine out of ten dentists agree that Colgate whitening is better than any other brand. Often, celebrities will endorse a product to lend it credibility.

Audience Responses

Denotation: is the common sense or everyday meaning of a sign; for example, a red rose is a garden plant. This is it's denotational meaning.

Connotation: In using a name or label which our audience has used before, we suggest not only the meaning we intend but also a varying range of personal memories of other occasions when this word or label has been encountered. These memories/thoughts which we inspire by using these labels is connotation.

An image of the Queen's crown (the denotational meaning) makes me think of a weekend trip to London with my Grandparent's years ago (the connotational meaning).  
If you make the connotations that the producer of the media text meant you to make, then this is called a preferred reading.
If you make different connotations from those which the producer intended you to make, then this is called an oppositional reading.

Unit 29: Music Video Production - My finished music video

Unit 29: Music Video Production Task 2 - "Daylight" 9/11/15

Today we began filming our music video! 

Me, Chloe and Harvey arrived at the location (Kane's house) at 1pm will all the equipment (camera, tripod, mic and two lights). We began setting up and testing to check if everything was working properly.

Then we had some dinner while going through our paperwork! We went through our storyboard and shot lists and began a mental timeline of how the evening would go.

Just before 4pm Audrey arrived. As the actor who was playing the business man could not make it, Kane had to step in for the role. After a quick costume change we then began filming the scenes with the Business man and his wife; starting in the dining room, followed by the kitchen and then the front room scenes.

After an hour and a half in the makeup department Keiran arrived for the Old Man scenes... In his AMAZING make up.

Although things didn't go to plan we got all the shots we needed and overall the day was a success! I had a lot of fun and can't wait to continue/finish filming the Soldier scenes on Friday.

Unit 29: Music Video Production Task 2 - "Daylight" 05/11/15

Today we continued our pre-production paperwork. 

I worked alongside Kane (Director) for most of the session to complete our storyboards and develop our ideas into visuals we can follow. 

I also contacted our chosen actors asking if they'd be interested in taking on a role. We were successful and now have five excited individuals ready for work: 

Sam Brown, as the soldier and main focus of the video. 

Bobby Howard, as the soldier's girlfriend. 

Anesu Nhari, as the business man. 

Audrey Cook, as the business man's wife.

Kieran Dixon, as the elderly man. 

My two year old son, Bradley Cooper, will also be involved playing the soldiers child. 

I also worked around the actors to find suitable dates/times that suited us all. Filming will begin Monday the 9th and continue Friday the 13th. 

We finally spoke to the Make-Up students about their availability to help with our project and will be seeing them on Monday. 

Later today I will be ordering the soldiers costume online ready for Friday.  

As a group we have decided to meet at college late Monday morning to acquire the equipment needed and begin setting up at our first location. Ready for a 5:00pm start. 

I can't wait to get started.