Advertising on the internet

Kate Moss advert-

The camera angle that has been used on the advert is a high angle shot, that suggests we are looking up to Kate Moss and to the product. The fact she is wearing the product that's being advertised also connotes that we are looking up to her simply because she's wearing the product, and that we wouldn't be otherwise.The advert shows Kate Moss at the top right hand corner, but is positioned so it appears she is in the centre of a target board positioned in the background, connoting she is central to the advert. The name of the product is the boldest text on the page, connoting you should pay attention to it, just like you pay attention to somebody wearing the product. The tagline the advert uses is 'black on black' giving the clear connotation it's the darkest mascara yet. The lighting used is a mixture of high and low key- the light aspect is so that you pay attention to Kate moss's face to see the mascara she's wearing, whilst the low key lighting is used to show that it is the 'darkest mascara yet'. In term of Propp's theory, Kate Moss appears more like a villain in the advert, due to the fact she is wearing dark colours. Because of her villain like appearance, the theory of a disruption is suggested in the advert. The advert is meant to be seen as diversion- it uses dark colours and the appearance of a celebrity to stand out, and if you don't pay attention to the poster, you will still see the bold 'RIMMEL' logo at the bottom. There is also an element of surveillance in the advert, as we are told the mascara makes '70% more vertical lashes'.

Evaluation of short film

In my opinion we achieved our purpose with the short film. We set out to make an entertaining drama, which in the opinion of everyone who has seen the film believes we have done. We gave negative messages as the police couldn't catch the killer, however this wasn't our intension. We included both boys and girls in our film. When we wrote the script the ethnicity of the characters was irrelevant, but in the video we did have actors of different ethnic origins. The music track furthered the sense of dramatic tension in the film, with the music over the credits sounding like it could be from a real detective drama. The locations we used in the film weren't appropriate, but considering we weren't allowed to film outside of school and didn't have access to a real police interview room the setting turned out fine. The language we used was suitable for our target audience- it was complex language, but not complex enough to alienate our target age group of teenagers and young adults. The inclusion of the stereotypical 70's cop show credits at the end, furthered the belief that the film looked realistic for the genre- we used police interview scenes, black and white effects, a voiceover and a constant enigma, giving it the impression of a real detective drama. That said, the film did look good, and despite adding comical effects at the start, we managed to make a mature, polished and entertaining drama film. The mid-shot inbetween me and Matty is the first shot we'd like to mention, as although me and Matty are at the front of the shot, all attention is focused on Eddie. The second shot I'd like to mention is the tracking shot leading into Eddie and Emma.

At first, we had difficulty with the voiceover, as Matty's original voiceover had some pronunciation mistakes in it. We decided that we'd both do voiceovers, and after much editing and tweaking of the sound levels, the voiceover levels turned out fine. The music bed turned out fine straight away, it wasn't loud enough to distract you from the film, but was loud enough to create suspense. My second voiceover from the film originally had the start of it cut off, which resulted in it being re-recorded.

The camera work was problematic during the first few weeks of recording as we didn't have a cameraman, which resulted in the police interview scenes looking like they were clearly filmed in the performance classrooms. We eventually got a cameraman and the scenes were re-filmed to a high standard. Between the clips, the only transition we used was a fade in effect to show the change between characters in the interview room, and for the titles we used the basic font, but with red lettering to link with the film title 'Grangefield blood'.

To keep the audience interested we stayed with the same storyline throughout, but made it more suspenseful as the film progressed- the reason we chose this as opposed to a multi-layered storyline, as if there was only one storyline we would have the opportunity to add more suspense. We didn't use an external microphone, as there was no spoken dialogue in the film, as voiceover was used throughout.

Our film didn't subscribe to the theory that every film had an equilbrium, disruption and resolution, as the film started with a disruption in the form of a murder, and there was no resolution as the killer wasn't caught. However, the whole film involved an enigma, to find who the real murderer was. The film also had heroes (the policemen) and villians (the suspscted murderers). Our story was a single strand narrative, but it had different elements, like exploring the identity of the different characters. In a professional film it would be a multi-strand narrative, but the suspsenful music and enigma would remain, even if we were replaced by professional actors, this would have a major advantage in terms of setting, and creating suspense. The reason I chose this music bed was because it was appropriate for the film's theme, as It wasn't too upbeat and tied the whole film together.

I became more confident in using Imovie as a result of making this film, and I am also more confident in terms of writing scripts with an enigma for a narrative, rather than just eating an apple for four minutes. One of the strengths in making the project was the decision to use the voiceover, which made the film more effective than if it was powered by spoken dialogue. The major weakness was still adding comical elements to the film, such as 'the slap' at the end, and the gurgling water music we originally used for the credits. However, it is to our strengths that we replaced these with serious elements that were effective and made our film more powerful.n In my opinion I was a stronger team member than I was in the making of previous films, I pulled my weight and made sure everybody involved got their ideas into the film in some way.

Next time, if we were making a proper film, in terms of promotion we would advertise it before films with a '12a' or '15' certificate, as well as advertising it virally on sites such as facebook and youtube and on T.V before shows that people in our age group watch.

Sport On T.V

Genres of T.V-

Televised sport, charity shows, sport on the news, sporting quiz shows, sports highlights programs, magazine program

Genres of sport-

The different kinds of sport on T.V

Codes and conventions-

What you would typically see on a sport program. For example; a commentator, an audience and an action replay.

Narratives-

Who'll win a major sporting event?, underdog stories, scandals, heroes and villains.

Representations-

Representation of men, Representation of the country, Representation of women

Organizations-

Sky sports, BBC, ITV, ESPN

Audiences-

Different sports have different audiences, gender, education, social class and age.

Why are sports such a big deal?

Advertising for ITV and sky is essential, and is how they make their money. The advertising revenue generated by slots in sporting events is enormous (thousands of pounds per second).

Sport is seen as producing role models, and also represents our local identity- it brings communities and nations together.

Organizations and T.V channels-

There are two different types of broadcasting organizations; public service broadcasting =BBC one and BBC two, BBC radio. The other type of organization is commercial broadcasting, like ITV or sky. Each one of the regions on the BBC shows different types of sport. For example, rugby league matches are not shown in the south of England.

Genres-

There are five different genres of television sport; live outside broadcast, studio based, hybrid, magazine/talk show/ chat show and a quiz show.

A question of sport is a quiz show, dancing on ice and street striker are both hybrid programmes, soccer special is studio based, Soccer Am is a hybrid (it's a studio based magazine talk show) and inside sport is a magazine/ talk show/ chat show.

Outside Broadcast: codes and conventions-

Tennis- constant bird's eye view shot looking down on players. Scores shown against backdrop of the stadium. Non diegetic commentary- one expert commentator, one ex-pro. Crowd ambience. Lots of cutaways to the crowd.

Cricket- Slow motion replay

Studio broadcast: codes and conventions-

The football league show- tracking shot into the studio, consisting of two presenters, behind desks and cups- looking like the news, making it seem important. Non diegetic sound over football match highlights. Annoying title music. Transitions to other presenters, live from elsewhere.

Wimbeldon- tracking shot moving into presenter. Telling us what's coming up on the show, juxtaposed with shorts and clips. Artificial lighting.

Wimbeldon clip-

Cutaway clips to close-ups of each player, comparing the emotions of each player. The grunts of the players, the cries of the audience, the smacks of the rackets are amplified for immediate effect. Close-ups of celebrities, relatives, coaches in the crowd. Commentators use methaphors to make the match more intense and exciting for the audience. Commentators change pitch, tone, speed of voice to intensify the match.

Formula 1 clip (387 words, but it is close to 400)-

The formula 1 footage has suspenseful music before the racing match starts, juxtaposed with shots of the drivers, managers and the crowds watching- the cutaways are fast to go in time with the music. When the race starts fast cutaways are used between point of view shots of the cars, but the music is now loud non-diegetic rock music to add a sense of action. The trailer followed Todorov's theory, as the equilibrium of before the match was met with the disruption of the race, and cars on fire. The resolution was who won the race. The codes and conventions I have listed here are used by the television company to make the sport seem more exciting and to reach the primary target audience of males from ten to forty. For the younger viewers the fast cars will keep them entertained, for older ones the destruction and the attractive women in very little clothing will keep them watching. The other convention used is the constant crowd shot, which asks the viewer 'if they're all enjoying it, why don't you?' Finally, the race itself is surveillance, as we gather information from it, for example, who won.

There were two constant camera shots; a point of view shot from the driver's perspective and a constant bird's eye view shot looking down on the cars. These were both used to help the viewer feel closer to the action. The constant crowd shots are used so you get the atmosphere of actually being at the race, despite sitting in your living room. As it is only a 3 minute clip, fast cutaways are used- at first to create tension before the racing, cutting between drivers, audience members and, of course, scantily clad women. A fade is then followed to a quote from an audience member as the music fades out, before loud rock music is used and cutaways are used again, this time to show the action in the race. As I have pointed out, before the match suspenseful music is used to keep the viewer watching- it adds to the equilbrium of who will win the match. When the song by green day is used as the race starts the point of the music is now to exaggerate the action, as well as to continue the suspense.

The John Terry scandal that appeared in the news earlier this year subscribed to both theories, the Propp and Todorov theories. It had a hero and a villain- The hero was Wayne Bridge, who was innocent in the whole scandal, but the villain was John Terry, who had cheated on his wife with his best friend's girlfriend. This means that John Terry's wife was the damsel in distress as she was also innocent throughout the whole scandal. The whole scandal was engulfed in Todorov's theory. The scandal originally wasn't going to be released, which gave the equilibrium about John Terry's private life. When the details of it were released, the disruption was caused. Eventually, a resolution was caused when John Terry reunited with his wife.

Representation In Sport-

Expected behavior emotions/attitudes of women-

Only shown in crowd shots if they are not fully clothed.

Represented as fragile.

Not very sporty.

should only be in the kitchen

gossip

emotional

Expected behaviour emotions/attitudes of men-

Good at sport.

Very supportive of their chosen team.

Shown as being aggressive.

obsessed with sex/beer

lazy

'girl' is an insult

Women in sport on T.V-

Gymnastics or athletics

In crowd shots, but only if they aren't fully clothed or are partners with the players.

Cheerleading at half-time

Holding up signs at boxing

commentating

Only take part in non-contact sports- ice skating, diving etc.

Representation of women in sport is not just about the sports they play, it is about how they are shown when they are not playing- they are passive, beautiful, sex objects and they are generally seen as happy, opposed to men who are stereotypically aggressive.

1) Commentators still described the women athletes as weak in comparison with their commentary on male athletes- for example, women were referred to as 'girls', whilst male athletes were always referred to as 'men' not 'boys'.

2) The coverage of women's sport is inferior to that of male sport- On American television only 5% of sport shown is female sport, and the production value is smaller- there are no slow motion replays, and the whole sport is filmed using only one camera shot. Male sports have a variety of different shots, special effects and slow motion replays.

National Identity-

English footballer- Injured in some way, violent and constantly cheats on partner, drunk.

English football fan- Violent, thuggish, sings anti-social chants.

African athlete- fast.

National I.D/ historical codes-

In the advert for six nations rugby, Wales was portrayed by a dragon, knight of St.. George represents England, Julius caesar represents Italy, Lion and braveheart represent Scotland, Four leaf clovers represent Ireland, Whilst France had a fighting cock.

All nations are represented by historic symbols making them look strong, for example The lion represents strength, fierceness and also being ginger. However, Ireland is only represented by for leaf clovers, looking tame in comparison.

Cricket advert-

The whole advert is about Australia 'invading' Britain as it is an 'ashes summer', meaning that London is now brimming with Australian stereotypes, for example, kangaroo, shrimp on the barbie, Australian hats, sandals, digereidoo, shark, people wearing shorts, walkabout etc. This basically gives the impression that the Australian national character is laid back- For example, the fact sandals and shorts are being worn connotes that Australia is a stereotypically hot country. To further the signifier of the dress code, the English people are wearing suits, contrasting with the summery clothes worn by the Australians.

Ethnicity and demographics-

Black people are portrayed as confident, powerful, natural, effortless and predator-like.

ORGANIZATIONS-

Public service Broadcasting-

The BBC is the only broadcaster that makes programmes for the public, rather than for commercial reasons. Examples of this are shows such as songs of praise, the BBC proms and countryfile, regional news, later with Jools Holland and radio shows such as those on the BBC Asian network.

Digital TV-

There are more than 100 television channels dedicated to sport. Some TV channels only show one sport- for example the fishing channel, whilst some are dedicated to one team, such as manchester united TV. ESPN now shares the rights to show premier league games with sky. Sky gets it's money from subscription, with extra pay-per view for some events. It also gets it's money from advertising space.

Homework- Creation of a sports magazine programme:

For my homework, I am to create a sports magazine programme for young people. To get to the desired target audience of males from 14- 30 I need to have a name, time slot and channel that will appeal. The show will feature sport of all kinds, but will focus mainly on football and rugby. The title has to be short and memorable, and preferably have the word sport in the title, so I'm going to call my show 'sport o clock'. It will be a daily show, and will have to be on at an accesible time so parts of the target audience can get home from school/university etc. However, it will have to be on at a time before any viewers can go out with friends- so I'm suggesting it should be on at the tea time slot of 6 o clock. The channel it will be on will be sky1, as sky have more time deciated to sport than other channels, ensuring this show will fit easier into the schedules. The show will be an hour long, and will be like 'The One Show' but with sport. The first part (10 minutes) of the show will be about the major sports news of the day, whilst the following three parts will mix sport, comedy and entertainment.

Targeted advertising-

Adverts placed to reach demographics, for example 'people who bought this also bought...'. This type of software is called 'phorm', which allows the websites to target advertising based on what the user has done on the website in the past. For example:

Heat magazine are looking to place targeted advertising on social networking site facebook. Firstly, they will place advertising on websites their target audience will use, for example celebrity gossip websites or shopping websites. When on facebook, they can advertise the magazine to people who have 'become a fan' of their magazine or any other similar gossip magazine, in the hope that they will buy there's instead of a different title. To whittle down the advertising cost, they should only advertise to their target demographic: women from 20-40. Adverts for the magazine will appear if you search for any other similar magazine title in google or any other search engine.

Practical Work Final

Planning

Script/running order

Storyboard

Costume

Story-proposal

textual analysis (levi), (reebok)

Definition of an advertising agency-

An advertising agency contracts with advertisers to manage their advertising. When under a full service contract with an advertising agency, they offer total service in advertising and non-advertising ideas. A famous advertising agency is Leo Burnett, who have made advertisements for companies including mcdonalds and Saudi Arabia telecom. To make the adverts, there is creating, planning and producing, whilst the companies and brands both use research, media selection and purchase.

For the first time ever, online advertising is more successful than TV advertising. One in Six people log onto youtube every day, meaning that adverts on sites like these have more potential for a bigger audience. They use the internet to target their market more specifically, and the advertising space doesn't cost as much.

The two adverts I am going to analyze are a reebok advert with 50 cent and an old levi's jeans commercial. NMI were the company who made the 50 cent advert, which was later banned, but now cease to exist due to bankruptcy. When it was still in business it advertised companies including film channel filmfour. BBH made the levi's jeans advert, and are one of the most successful advertising companies in the world, advertising for companies including British airways and Renault.

Regulation and control-

mr T- The advert for snickers featuring Mr T could cause offense because of throwing of snickers bars which children could copy. It also suggests discrimination to homosexuals and shows images of weaponry.

trident gum- The controversial advert for trident gum was banned because it has a potentially racist stereotype of a rastafarian person.

nike advert- The nike advert, based around the horror movie 'halloween' could scare children, is very violent and clearly shows Michael Myers chasing a girl with a chainsaw.

KfC- Encourages bad table manners and stereotypes people who buy KFC as fat. It also has people stuffing their face whilst on the emergency helpline. It stereotypes women as greedy.

The advertising standards authority (ASA), regulate the content of advertisements if viewers think they are potentially offensive, misleading or harmful to the viewer. They don't just regulate television adverts, but they also regulate posters, TV shopping channels, leaflets and pop up adverts. However, they don't deal with sponsorship advertising or political advertising. They only investigate adverts if somebody has sent in a complaint. The advertising standards codes are used to stop harm or offense on television adverts. The eleven different codes used look at all different aspects of advertising, stopping unacceptable products (beer during a kids show) being advertised, they steer away from contreversial issues, and ensure children won't emulate or be offended by the adverts. They also make sure all claims used in the advert are correct.

For example:

3.1 Unacceptable categories

Advertisements for products or services coming within the recognised character of, or specifically concerned with the following are not acceptable:

(a) breath-testing devices and products that purport to mask the effects of alcohol

(b) betting tips

(c) all tobacco products. Also non-tobacco products or services which share a name, emblem or other feature with a tobacco product where these are prohibited by law from advertising in other UK media. See the Tobacco Advertising and Promotion (Brandsharing) Regulations 2004

(d) private investigation agencies

(e) guns and gun clubs

(f) escort agencies

(g) pornography

The 50 cent advert for reebok was banned as viewers complained that it glorified gun culture, and that 50 cent was portrayed as a gun toting role model. The voiceover in the background stated that he had been shot nine times, as blood fell in the background. At the end the voiceover asked 'who ya gonna massacre next?' before laughing, as if to connote he was encouraging violence of this sort. The advert was banned over these connotations of violence and that Mr cent's apparent encouragement could be harmful to children who look up to him. Shortly after the advert was banned, NMI media, the company who made the advert, went out of buisness due to bankrupcy. The advert received 57 complaints and eventually was banned in breach of three codes- offense, violence and cruelty and mental harm to children. The levi's jeans advert caused lots of offense when it was released in the 1980's, but wasn't banned and went onto be one of the most successful adverts of all time. People complained because of the public nudity displayed in the advert, because it was 'unnatural'.

marketing and promotion-

After the reebok advert was banned on television, viral marketing would have been used so the target audience could still view the advert. The banning of the advert itself would generate publicity which would make people flock onto youtube to watch the advert. The target audience would now be more aware of the advert, meaning the campaign had been a success if they were aware of it. The campaign would have continued to be successful if the advert wasn't on youtube as there were other adverts in the series featuring celebrities such as Amir Khan which weren't banned from television. In the 1980's it would have been harder to promote the levi's advert without television, as billboards and magazine adverts were the only other places to advertise the product. The advert wasn't banned and went onto great success.

50 cent reebok-

The factors used in the 50 cent reebok advert are coercive due to the menacing stare towards the screen at the end of the advert as well as violent connotations throughout. It also has star power due to the apperance of 50 cent. The lines of appeal however are contrary to the violent factors, as it shows successful lifestyles when it announces 50 cent is 'the best hip hop artist'. And it shows self importance and pride. The audience for the advert are teenage boys and young men who idolise 50 cent, and the advert seems to be made exclusively for this target audience due to the gritty setting, the hiphop music, the violence and the fact it's a reebok product.

levi's-

The levi's advert uses reward power as the main redeeming feature of the product, as it appears to connote if you wear Levi's jeans you will be confident, attractive and get female attention like the man in the advert. It also uses more lines of appeal than the 50 cent advert, as it shows self importance and pride in the shape of the main character in the advert, it has comedy in the fact he's stripping in a public place, and it's fantasy because nothing like this would happen in real life. The advert is aimed at both men and women- women buy for their partners and men buy to have the charisma of the man in the advert.

1) name one of the lines of appeal used to attract the viewers for each advert?

In the 50 cent reebok advert, coercive power is used to attract the viewers, with images of blood, sounds of sirens and gunshots and 50 cent staring menacingly into the camera whilst cackling. It also uses star power thanks to 50 cents appearance. In the levi's advert, reward power is used as if to say if you buy these jeans you will be confident and attractive like this man. Also, in an extremely dark way, the 50 cent ad is aspirational as young children and teenagers will want to be like him.

2) name one factor of persuasion for each advert

The factors of persuasion used for the reebok advert are those of a successful lifestyle- it connotes 50 came from a violent background and now he's the 'best hip hop artist'. It also has connotations of self importance and pride as the tag line for the ad is 'I am what I am', connoting self pride. The levi's advert also uses connotations of self importance and pride, suggesting that if you buy these jeans you will be able to feel proud of your body, as well as looking more important than everybody else. Comedy and fantasy are also used in the fact that the man is stripping in a public launderette, something that would only ever happen in a heightened reality like the one on the advert.

3) who are the primary target audience's for these adverts?

For the reebok advert teenagers and young men are targeted due to the appearance of 50 cent, a rapper whose fan base are mainly teenage males. The use of violence is also likely to appeal to the people in the primary target audience. The levi's jeans advert is aimed at men and women- men will buy the jeans to have the confidence and sexual appeal of the man in the advert, and women will buy the jeans so their partners will wear them.

4) Describe some of the camera shots

The reebok advert uses lots of quick fading establishing shots, including the outside of a warehouse, trainers on a telephone line etc. It then goes on to show an extreme close up of mr cent's face and it ends up with a shot looking up at 50 cent staring menacingly towards the camera connoting that he's looking down on us for not buying reebok products. Throughout the advert 50 cents presence grows, as the camera moves closer to him before he looks down at us. The levi's advert uses close ups of the levi's logo on the man's behind as well as close ups of him in various states of undress.

6) Is there a music bed?

if so, what is the tempo like and why has it been chosen?

In the reebok advert, hip-hop music has been used due to the appearance of 50 cent and also due to the target audience of young males who will like this sort of music. In the Levi's advert the song 'I heard it through the grapevine' is used to give it a more upbeat feel. They use this song to gain a wide target audience as it could appeal to anybody. The tempo for the Reebok advert is downbeat, which fits in with the sinister setting of the advert. The tempo to the levi's advert is upbeat and happy, which makes their advert more memorable due to the song. The reebok advert uses a lot more factors than the levi's advert- for one, it uses varying voiceovers (including one from fellow rapper eminem) mainly telling us about him being shot nine times before telling us he's the best hip-hop artist. The counting to 10 has connotations with boxing, which could link back to reebok as Amir Khan starred in another 'I am what I am' advert. The sound effects used fit in with the violent setting, the sound of a heartbeating and the fact the advert starts with a scream all connote back to the violent background 50 cent came from. The silence before the laughter at the end of the video connotes the start of a new life, but his body language remains confident throughout, even if he doesn't show emotion until the last few seconds. The levi's advert has no voiceover or silence, but uses non-diegetic music throughout the ad. The only sound effects used are that of cars at the start to make the advert to appear normal or to connote these jeans are for everybody, like cars. the man in the levi's advert is alike 50 in the sense his body language is confident throughout.

In both adverts males are used because they are the primary target audience. In both adverts, male stereotypes are used- the reebok advert portrays 50 cent as a hero, a man who was shot nine times and has gone on to be 'the best hip-hop artist'. This will make the target audience buy for two reasons- one, because 50 cent is in the advert and two, because it's something they'll want to aspire towards. The levi's advert uses the stereotype of an erotic male which will hopefully appeal to men, who will want to be like him, and women who will want their partners to be like him.

In the reebok advert, the cultural code is of 50 cent's violent drug dealing background. The fact he's wearing a bandana is a reference to gang culture, and the trainers hanging from electricity lines reference drug dealing, whilst the sirens and the screaming again go back to the violence of hip-hop culture. The levi's advert is retro and set in the 50's, showing cultural codes including classic cars and old fashioned washing machines.

The reebok advert fulfills some of the uses and gratification's- It diverts the viewer to 50's lifestyle, young males in similar situation could form personal identity and it is surveillance as it informs you that he is the bestselling hip-hop artist and that he has been shot nine times. The levi's advert offers a diversion due to it's surreal plot, and personal relationships could be formed by girls talking about the advert.

The adverts both share males in the title role, both of whom are confident. Both adverts are flogging clothes of some kind and both adverts caused controversy. However, the 50 cent advert was banned and the levi's advert was one of the most successful campaigns of all time.

Self Reflection

I.C.T Coursework