ASA-
For my advertisement material I had to ensure that the products I was showing were a true representation of what a customer would recieve upon buying a Vintage Leather Bag company product. This was to clarify that the advert was in no way misleading which could be picked up by the Advertising Standards Authority, We chose not to include prices in the advertisement which could be misconstruded by the audience instead relied upon the synergy and repetition of branding and social media to spark a genuine interest from the target audience. In order to stay within the broadcast code given by the ASA i have made sure that all legal documents regarding the privacy of those who contributed have been signed and dated, this includes a consent and release form which allows us to use the likeness of both models - without this the advert would not be allowed to be broadcasted. Alongside this, there is no information in the advertisement regarding the name or age of the models which would need protecting.
The product we are advertising is in no way restricted such as cigarettes or alcohol would be, therefore did not need special consideration to stay within the broadcasters code, however as stated above it was paramount that we were to portray the bag in the exact same way a customer would recieve it - we did this by using a variety of styles that the company has on offer.
The advert does not feature any persons under the age of 16 an in no way promotes and unhealthy behaviour therefore is suitable for both watershed and post watershed viewing, the ASA have specific rules on what can be shown to children and in no way does any of our advertisement breach any of these.
These include:
- Glorification of bullying
- Condonement of practices detrimental to a childs health
- Representation of a child in a sexual manner
OFCOM -
Ofcom operates across a multitude of media platforms which is why their regulation is as important as it is for our media campaign. Our adverisement material is in no way harmful to a younger target audience and does not feature any discrimination or sexual content which is restricted on prime time television.
Wednesday, 7 June 2017
Tuesday, 6 June 2017
Evaluation
At the beginning of Unit 20 we were asked to analyse five media campaigns for how each of them was fit for purpose, how they met technical requirements and asethetical needs. From this i developed an understanding of how avertising campaigns operate and what makes them most desirable to target audieneces.
I chose to Create campaign material for an existing company - The Vintage leather bag company which primarily appeals to 16-24 year old proffessionals, this demographic has a 60/40 split between male and female which means that all material has to be gender neutral to promote more females to purchase the products. Our materials throughout all platforms have maintained the same style what with the reoccurance of fonts, images and hashtags which have been thought of in depth to appeal to both genders and a considerable age range. As made clear by the exisiting material of the company, they are wanting to appeal to an ABC1 demographic with a higher amount of disposable income - we have taken this information and reflected it in the choice of fonts specifically . I chose a modern serif eroded font to connote luxuriousness and its speckled (eroded) effect worked well with the vintage theme.
As part of the brief , The Vintage Leather bag company wanted us to promote their materials in an 'innovative and stylish way' which i think we aptly responded to this by producing a stop motion animation showing the different styles of bag in use, this animation also offered access to the social media page we also created in an effort to appeal to specifically the younger end of the age range. Should i have had more time to create this piece of the campaign i would have payed more attention to the finer details as in some areas there are continuity problems which wouldnt be expected in an advertisment for a quality product . To improve this i would spend more time analysing frames on Adobe Premiere and edit out any imperfections maticulously, in addition during the photography for the stop motion i would consider shot types and continuity more throughly.
Particularly for the print public domain advertisements, we edited the images so that it was clear of the quality of them, this included close ups of the bags features such as buckles and zips however in the normal print advertisements this is not as obvious due to the low key lighting used with the view to creating a sophisticated look. If i was to reconsider this choice, like the advertisements we studied at the beginning of the unit it would be my main priority to connote the quality of this product by using synergy more ruthlessly and choosing between the crisp, bright look and the darker sophisticated one rather than a mixture of the two as this could be quite confusing for the target audience.
Because of the vast amount of platforms we have distributed the media across i believe we have grasped the entire of the target audience firmly, it is likely that everyone would see a print or tv advertisment, however less likely for them to have access to social media - having this array gives the campaign prominence and less chance to be missed. Should i have time to improve this, i would try to create a cross over between the platforms, say by releasing teaser trailers on the social media page and links to the full video - we have however created this cross over with the print as both the header and display pictures for the campaigns twitter account show material used in print.
Because the majority of the materials were created using Adobe software, it was important to ensure that the completed material is accessible by the client . As part of this all print material was converted to .JPG rather than PSD and when exporting the stop motion from Premiere it was converted so that it was able to be uploaded to websites such as YOUTUBE and Twitter.
I chose to Create campaign material for an existing company - The Vintage leather bag company which primarily appeals to 16-24 year old proffessionals, this demographic has a 60/40 split between male and female which means that all material has to be gender neutral to promote more females to purchase the products. Our materials throughout all platforms have maintained the same style what with the reoccurance of fonts, images and hashtags which have been thought of in depth to appeal to both genders and a considerable age range. As made clear by the exisiting material of the company, they are wanting to appeal to an ABC1 demographic with a higher amount of disposable income - we have taken this information and reflected it in the choice of fonts specifically . I chose a modern serif eroded font to connote luxuriousness and its speckled (eroded) effect worked well with the vintage theme.
As part of the brief , The Vintage Leather bag company wanted us to promote their materials in an 'innovative and stylish way' which i think we aptly responded to this by producing a stop motion animation showing the different styles of bag in use, this animation also offered access to the social media page we also created in an effort to appeal to specifically the younger end of the age range. Should i have had more time to create this piece of the campaign i would have payed more attention to the finer details as in some areas there are continuity problems which wouldnt be expected in an advertisment for a quality product . To improve this i would spend more time analysing frames on Adobe Premiere and edit out any imperfections maticulously, in addition during the photography for the stop motion i would consider shot types and continuity more throughly.
Particularly for the print public domain advertisements, we edited the images so that it was clear of the quality of them, this included close ups of the bags features such as buckles and zips however in the normal print advertisements this is not as obvious due to the low key lighting used with the view to creating a sophisticated look. If i was to reconsider this choice, like the advertisements we studied at the beginning of the unit it would be my main priority to connote the quality of this product by using synergy more ruthlessly and choosing between the crisp, bright look and the darker sophisticated one rather than a mixture of the two as this could be quite confusing for the target audience.
Because of the vast amount of platforms we have distributed the media across i believe we have grasped the entire of the target audience firmly, it is likely that everyone would see a print or tv advertisment, however less likely for them to have access to social media - having this array gives the campaign prominence and less chance to be missed. Should i have time to improve this, i would try to create a cross over between the platforms, say by releasing teaser trailers on the social media page and links to the full video - we have however created this cross over with the print as both the header and display pictures for the campaigns twitter account show material used in print.
Because the majority of the materials were created using Adobe software, it was important to ensure that the completed material is accessible by the client . As part of this all print material was converted to .JPG rather than PSD and when exporting the stop motion from Premiere it was converted so that it was able to be uploaded to websites such as YOUTUBE and Twitter.
ADVERT FOR VLB
During the production of our advertising material, it was vital to us that all legal and ethical issues were addressed and thought about in some considerable depth to ensure we stayed within both OFCOM and ASA guidelines. Primarily our advertisement offers fair representation of both genders as both male and female models were used throughout the process of making the short clip. This shows the target audience that The Vintage Leather Bag Company are fully equipped to both male and female styles. The Advertising Standards Authority have strict codes of practice when it comes to the misleading of the general public, for this reason we have ensured not to portray any of the products in an untrue light and have not replaced the bags with others which could be deemed more asethetic - these are genuine products from the Vintage Leather Company . In addition to this we have not included any information on pricing of the bags which could be misinterpretted, this relies on the viewer being directly interested in the products.
Although we have featured the likeness of one woman in the production of this advert, we have adhered to legal laws by ensuring all participants even if not explicitly seen in the stop motion signed a release and consent form, this is in turn complying with ASA's standards on privacy. As part of the broadcast code it is important to not feature any restricted content such as cigarettes, alcohol or drugs without specific guidelines therefore non of the above have been shown in the advertisment.
We have also ensured to cover a variety of ethnicities in the production of our advertisment again to provide a fair representation of the brand, if this had not have happened it is likely that it would have been picked up on and could be seen as discriminatory toward other ethnic backgrounds.
Monday, 15 May 2017
Monday, 24 April 2017
Monday, 3 April 2017
story board for stop motion
Our story board shows a stop motion sequence which shows the bag being used in a working enviroment which will appeal to our young proffessional target audience, as a part of this we have incorporated other products that would be favoured by a similar target audience such as other designer products. Showing the bag in use in an environment similar to that of the suspected target audience will in turn make the product more desirable to it's potential user. The advertisement also features both the logo and hashtag featured on other platforms the products will be advertised on, this creates synergy and also gives opportunity to the target audience to explore the other materials on offer.
We have chosen to feature both a male and female in the production as to adhere to ethcial issues to give a fair representation of the products and in turn broaden the target audience to women aged between 16-45 also. The story board features the use of different styles of the bag which shows the target audience without further investigation that the brand offers a variety of bag styles and are made ' for the people ' as the hashtag implies.
There will be title graphics at both the beginning and end of the stop motion to reinforce the branding and name of the company, this will be the first and last thing the audience sees and is likely to make them remember the advert and what it is potentially selling to them , this also as mentioned above gives the audience important information for them to continue their research to the online store or social media pages on offer,
Wednesday, 29 March 2017
Monday, 27 March 2017
DRAFT MATERIALS
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| Image taken by Shauna, Edited By Shauna |
To improve the original image i have used photoshop to edit away blemishes and sharpen the appearance of the image overall. Using tools such as the healing brush has allowed me to soften the creases on the lower leg of the model caused by socks which gives the image a more polished look When adding the logo i changed the opacity to 40% in order to get this watermark effect - this helps connote the quality of the brand and helps it stand out with the white stroke. The stroke and opacity of the logo work together to make it appear like a hallmark or letter stamp. Using the curve function helped to get the lighting balance correct on the image shedding the right amount of light on the article in question.
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Image taken by Shauna , Edited by Evie |
Rejected development images
The below images have been rejected for the following reasons:
Some were taken when experimenting with shutter speeds, Iso and F/stops therefore have come out darker than expected. The images taken with the male model are not in keeping with the ethos of the campaign and do not suit the brief we have been given therefore have been discarded. Some of the images are poorly composed and do not reflect the quality of the product, in addition to this they would make the editing process difficult due to the lack of negative space around the bag itself.
IMG_1868 is an example of poor composition as the framing of the image has been cut off at the models foot, despite this making the bag more prominent in the middle of the image - it doesn't resemble any other similar brands/ competitors. The boots featured in the image are purposely used to create a look and in terms a profile for the type of man/woman , this meaning is therefore lost when cropping off at the ankle, another reason as two why this image has been rejected.
Monday, 20 March 2017
Monday, 13 March 2017
Monday, 6 March 2017
Legal and Ethical issues in advertising
Legal issues are things enforced by the law - these need to be abided by
Ethical issues are staying in the guidelines in terms of morality.
The ASA cover advertising across, tv and print
The consumer protection from unfair trading regulations mean you can't mislead your consumers by:
- Including false or deceptive messages
- Leaving out important information
- Using aggressive sales techniques
The money supermarket advert was reported because of the 'overly sexual' dance moves of the man in the advert deeming it inappropriate for children. 1063 people complained but this was not upheld.
https://www.youtube.com/watch?v=DEmA_QF30GI
The paddy power betting advert featuring a game of blind football was one of the most complained about adverts in 2016 with 450 companies as it supposedly promoted animal cruelty and mocked those with visual impairments. This was not upheld however still caused issues years before in 2010 when the ASA previously investigated this.
The issues we could face with our advertising campaign are that you could potentially misleading in terms of prices and VAT as the product is to be sold, to avoid this it would be important to either exclude the use of prices in any advertising material, or should prices be a part of the advertisement to ensure that it is stated that the prices are inclusive or exclusive of VAT.
Ethical issues are staying in the guidelines in terms of morality.
The ASA cover advertising across, tv and print
The consumer protection from unfair trading regulations mean you can't mislead your consumers by:
- Including false or deceptive messages
- Leaving out important information
- Using aggressive sales techniques
The money supermarket advert was reported because of the 'overly sexual' dance moves of the man in the advert deeming it inappropriate for children. 1063 people complained but this was not upheld.
https://www.youtube.com/watch?v=DEmA_QF30GI
The paddy power betting advert featuring a game of blind football was one of the most complained about adverts in 2016 with 450 companies as it supposedly promoted animal cruelty and mocked those with visual impairments. This was not upheld however still caused issues years before in 2010 when the ASA previously investigated this.
The issues we could face with our advertising campaign are that you could potentially misleading in terms of prices and VAT as the product is to be sold, to avoid this it would be important to either exclude the use of prices in any advertising material, or should prices be a part of the advertisement to ensure that it is stated that the prices are inclusive or exclusive of VAT.
ways of gaining appropriate feedback
Online survey
Focus group
Planning-
A focus group would be an ideal way of gaining feedback as we would be able to give to them all of the mock up material and gain opinions on designs made in mind for this target audience. Our campaign targets a primarily male target audience therefore when devising a group it would be important to gain feedback from people that fall in this bracket. In order to make the target audience wider and diverse , it is important that we include females also and this will help us formulate ideas on how to make the designs and materials more suitable for a unisex target audience.
An online survey can be easily distributed and quickly gain feedback from the people we are marketing our product towards. we can choose the types of questions asked and how they should be answered whether that be quantitative or qualitative. This can then posted as a link on the group members social media accounts for people of our age group to complete, this can be specified so that the sample is fair.
Focus group
Planning-
A focus group would be an ideal way of gaining feedback as we would be able to give to them all of the mock up material and gain opinions on designs made in mind for this target audience. Our campaign targets a primarily male target audience therefore when devising a group it would be important to gain feedback from people that fall in this bracket. In order to make the target audience wider and diverse , it is important that we include females also and this will help us formulate ideas on how to make the designs and materials more suitable for a unisex target audience.
An online survey can be easily distributed and quickly gain feedback from the people we are marketing our product towards. we can choose the types of questions asked and how they should be answered whether that be quantitative or qualitative. This can then posted as a link on the group members social media accounts for people of our age group to complete, this can be specified so that the sample is fair.
Planning release of material
SLOW RELEASE
In order to gain sufficient interest in the Leather bag company campaign material i think it would be ideal to follow the slow release plan. Following this method will create interest in the products as the target audience will be waiting for the next instalment for example the audio visual which should reveal more about the product we are advertising. A way in which we could do this is by releasing some more of the subtle material before diving in and revealing all of what we have to offer - this gives it a combination of both the slow release and a tease and reveal. By posting these pieces of campaign material say on social media, we will generate interest particularly if the material isn't particularly revealing of the product , say close ups of bag details or text with 'coming soon' . Gaining this following will make the success of the product more so when the entirety of the materials are in the public eye.
campaign ideas
Campaign Ideas
Vintage leather bags -
I think this would be a successful media campaign as vintage fashion is something very popular with todays young adults. What with the product being something small, it could be easily advertised across an array of media platforms- the most seemingly successful of these would be print based work as it would be easier to make the bags look appealing through photographs. Also placing any advertising on social media would additionally draw in custom from younger audiences as the advertisement would be coming directly to them.
A friends homemade goods stall-
To make this type of campaign successful i believe print and web based platforms would reach the target audience. Home/handmade gifts are more favoured by older generations due to younger people being more willing to buy branded products at a higher cost. Print will be accessible to those of all ages as will web should those interested be web users - print based advertising generally leads the audience to a web search anyway.
Vintage clothing-
A vintage clothing store could potentially be advertised across an array of different media platforms due to the fact that particularly vintage clothing is desirable to people of all different ages and NRS rating. Both web and print based work would be effective to show all of the styles clothing available to buy, in addition to this print and web could be easily related to one another for example web site addresses or QR codes.
Campaign message
slogan/ strapline
The main imagery
Vintage leather bags -
I think this would be a successful media campaign as vintage fashion is something very popular with todays young adults. What with the product being something small, it could be easily advertised across an array of media platforms- the most seemingly successful of these would be print based work as it would be easier to make the bags look appealing through photographs. Also placing any advertising on social media would additionally draw in custom from younger audiences as the advertisement would be coming directly to them.
A friends homemade goods stall-
To make this type of campaign successful i believe print and web based platforms would reach the target audience. Home/handmade gifts are more favoured by older generations due to younger people being more willing to buy branded products at a higher cost. Print will be accessible to those of all ages as will web should those interested be web users - print based advertising generally leads the audience to a web search anyway.
Vintage clothing-
A vintage clothing store could potentially be advertised across an array of different media platforms due to the fact that particularly vintage clothing is desirable to people of all different ages and NRS rating. Both web and print based work would be effective to show all of the styles clothing available to buy, in addition to this print and web could be easily related to one another for example web site addresses or QR codes.
Campaign message
slogan/ strapline
The main imagery
brief
key information from the brief-
- The advertising campaign must be for a trampoline/bungee park opening in 2017
- Must appeal to both 13-19 year olds and families
- Got to have a viral online campaign and print
Brief:
Bounce kings is a new trampoline and bungee based fun park opening in the sheffield area. The site offers a range of activities from olympic trampolining through to bungee dodgeball. For their advertising campaign Bounce Kings have decided to run a viral online campaign using a series of short videos and traditional public domain print campaign to promote the brand. They hope to attract families and teens aged 13-19 to the new giant facility they are building in a warehouse for varied sessions from January 2017.
- The advertising campaign must be for a trampoline/bungee park opening in 2017
- Must appeal to both 13-19 year olds and families
- Got to have a viral online campaign and print
Brief:
Bounce kings is a new trampoline and bungee based fun park opening in the sheffield area. The site offers a range of activities from olympic trampolining through to bungee dodgeball. For their advertising campaign Bounce Kings have decided to run a viral online campaign using a series of short videos and traditional public domain print campaign to promote the brand. They hope to attract families and teens aged 13-19 to the new giant facility they are building in a warehouse for varied sessions from January 2017.
feedback from advertising specialist
make PNG's to highlight features of bags when doing the close up shots - talk about the bags in term of how they have been made and with what quality.
make a list of key features and ask client for information about them , where it is sourced ect
music is key to the style of the video - make the customer want to buy into the brand.
think about locations , office spaces ideal for the style of the bag .
props , laptops in the bag possibly mac to connote luxury.
always end video in call to action
#ForThePeople use the acronym of the brand.
think about lifestyles rather than other brands
Risk assessment ideas
- Studio , tripping over wires , make sure wires are secured
- Studio, soft boxes can cause burns, Do not adjust lights with bare hands
- Studio, Backdrop may come unhooked resulting in it falling, keep models away from the back of the drop
- Train station, danger of falling into tracks, keep all models and personell at safe distance
- Streets, shoot near traffic could result in collision, keep models and personell away from roads
- Streets, wet/icy roads may result in injury or damage to equipment, ensure location is safe from slip hazards
- Streets, expensive equipment is desirable for theft, ensure chosen locations are safe and built up.
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