Advert storyboard 1

This is our original storyboard for our tv advertisement. As you can see it is incomplete. After drawing frame 3 and 4 we realised that in the short space of time that is our advert we don't have time for shots which only concern match on action and continuity. We won't include unnecessary bits like her getting out of bed and getting to the bathroom. Instead we will use birdsong (and maybe an alarm ringing) to inform the audience that it is morning and she is waking up. These sounds can easily be retrieved from Youtube or iMovie. We are currently drawing up our new storyboard.



Media theory

Here, we brainstormed the theorists that can be applied to our media product! 

Overview of ideas

Main task

Creating a glasses advert (still to come up with the brand name) suitable for a mainstream audience.
Location of film: In a house and outside as actress walks out of front door.

Scene 1: Girl washes up paint pallets in bathroom and leaves a tube of brown (or some unsavoury colour) paint in what looks very similar to a toothpaste tube. 
Scene 2: Sound of birds to indicate its morning.
Scene 3: Girl goes to the bathroom to clean teeth, accidentally picking up the tube of paint to clean her teeth with (she will appear tired and groggy so this seems more possible).
Scene 4: Girl walks out of the door, smiling (and maybe saying 'good morning' to the neighbour.) At this point it is revealed to the audience that she has paint on her teeth. 
Scene 5: The girl walks off oblivious of the paint before her neighbour can tell her.
Scene 6: The slogan similar to ' Should've gone to Specsavers appears' 
We will create a storyboard which will display this idea in more detail, including the camera shot and angels we will be using.

Web pop-up

For our web pop up we are again using the comedic theme, this will make the web popup more engaging. Rather than people just closing it without looking at it, using this theme should hopefully make it memorable and more interesting unlike usual popups.
Our plan is draw a picture of a man who is robbing a bank, he is carrying a sack and is wearing a balaclava, instead of holding out a gun he has mistaken this for a banana. The slogan is placed at the bottom of the popup; the last place the viewer will look.
We will draw a sketch of what this will look like.

Sponsorship advert

We are still thinking of possible ideas for this, so far we have come up with sponsoring a show similar to 'come dine with me', in this advert the host would give her guests cat food and the cat the dinner she had cooked. We are unsure of this idea, however we may choose to expand on it if we fail to think of anything else.
As a result of the nature of our product, and most products, we can consider the above ideas in terms of Levi-Strauss' narrative theory. This theory is based on the idea of binary opposites (good vs bad). Our product, glasses or lenses, are the good fighting the evil that is impared sight!

Audience questionnaire results

These are the results of our audience questionnaire which establishes the preferences of the majority of mainstream people. We need to know what the majority of people want from a spectacle brand because our target audience is mainstream. As you can see more than half of the people completing our questionnaire classed themselves as mainstream. Our sample originally consisted of 31 people but we thought it necessary to focus on those who classed themselves as mainstreamers, as this is our target audience. There were 17 of these whose age ranged from 12-80. The majorities' preferences established from this research follows:

Non-designer

Glasses

Glasses price of £31-£40

An offer of 2 glasses for the price of 1
Therefore we will apply these to our product and take them into consideration when producing our adverts. For instance the characters will not be normal, middle class people. 

                                                                                                                                                                                                       

Sponsorship advert analysis

Our next task to to think about creating a sponsorship advert, i have conducted some research into some relevant adverts to get an idea of how they are put together. The conventions we find will hopefully trigger a starting point for our planning. 

In this sponsorship advert for 'Come Dine With Me', you can see how they have made the advert relevant to the TV programme. In the advert it appears a woman is hosting a dinner party for her friends much like the concept of the programme. A close up angle is used to show the wine bottle 'Echo Falls' to establish the product concerned. The women are then shown clinking their glasses and laughing with the wine in their glasses. This suggests to the audience the association of Echo Falls wine and having a lovely time. Montage editing is used to show snippets of their evening. The food they have is casual and indulgent, for example the chocolate fingers with whipped cream. This looks very appealing and so encourages the audience to indulge and buying the product by doing so. Before the title comes up it is already clear what is being advertised, but it is the title which confirms this. Sponsorship is key to powerful marketing, its repetitive nature means the audience find it hard to forget. Furthermore the audience's attachment to the particular programme is most probably transferred to the sponsorship advert. This is particularly true when considering daily dramas, which are, of course, viewed on a daily basis.  

The link to a very good example of this follows. The advert I refer to begins at 0:15

http://www.harveysfurniture.co.uk/coronationstreet/SponsorshipAds.aspx

Coronation Street is a daily drama and the audience is likely to feel attached to the featured characters. By following their daily life and the events and emotions that unfold they may even feel as if they are a part of this life. I think the Harvey's sponsorship advert's exploitation of this is very effective. It features two ordinary characters middle aged characters; this abides by the soap operas' target audience. One of them is seen lying to her husband about digging up weeds while lounging on a reclining sofa. Lying to husbands is something that the target audience, or the representation of them, could probably relate to and they will therefore laugh in agreement. While appealing to the target audiences' sense of humour the advert doesn't fail to promote their product. In this case the sofa, which appears lazy and comfy, is the focus of Harveys' promotion.

To remain consistent in the comedic theme of our advertising campaign of an opticians we plan to create a humourous sponsorship advert with the help from the research we have done above. 

Pop-up analysis

For our second subsidiary task we have chosen to do a pop-up advertisement. They are a form of advertisement on the world wide web. They generally appear as new web browser windows and have many pros and cons. Although they are clearly effective, as any type of advertisement acts as promotion for the product, they have a reputation for being annoying and intrusive. Above is an example of a pop up. Note that it is a screenshot of a screenshot of a pop-up. It is rather simple, and this is because the attention paid to it will not be as much as that paid to a less intrusive advert. Therefore only a small amount of information is able to expressed to the audience. The brand name is in large font making it easily seen and the brand's theme colour, which is bright and eye-catching, is used as a background. The combination of the two make the advertisement easily identified as Netflix. As well as promotion of the brand, this pop-up specifically promotes their product which is an offer of dvd rental deliveries for $9.99 a month. The words "DELIVERED" are in bold, attracting the viewers' attention. The picture of the house reinforces the delivery aspect of the advertisement. Visual codes are very important in advertising as it takes the viewer much shorter to take them in than words meaning they're more likely to take in he images. Without the image in this specific advert I think what Netflix are promoting wouldn't be nearly half as effective. A huge benefit of using pop-ups is the interactivity of the world wide web. As you can see, if the audience is interested in the product they can easily access it. In relatively large font in the bottom right corner is a link "Click here".  This uses Todorov's narrative theory in that the delivery of the dvd's is a resolution to the problem of how to physically gain them. In this way the link is a direct, easy way to solve the problem. It is common in advertisement to place important aspects in the bottom right corner. This is because people read all texts from top left to bottom right. My research into pop-ups highlights the importance of our pop-up being eye-catching and informative. There will be less room for creativity and humour in respect to our TV advertisement.

Choosing our target audience

We have decided to use one of the categories from Young and Rubicam who devised a system of categorizing people into seven groups; The mainstream, the reformer, the aspirer, the explorer, the succeeder, the resigned and the struggler.. After having researched the seven categories and what they each represent we have decided on 'the Mainstream':

 'These are people who live in the world of the domestic
and the everyday. A daily routine is fundamental to the way they live their
lives. Their life choices are ‘we’ rather than ‘me’.
As their name implies, they are the mainstream of society.
They are the largest group of people within 4Cs across
the world. They respond to big established brands, to ‘family’
brands and to offers of value for money. Their core need in life is for security.'

From this, we can highlight a few elements which we will apply to our target market including
1. Affordable prices (perhaps also with family deals)- as value for money has been noted.
2. Fashion glasses- mainstream keep with popular current trends.
3. Our advert will relate to them- we will create a typical daily routine and lifestyle to work our 'message' around.

Reason for choice of category: they are the largest group of people within 4C's across the world (make up 40% of population) meaning we are reaching to a great number of people and therefore increasing sales because of our advert appealing to a wider audience. We have also found research that corresponds with the 'mainstream' views such as Consumer Reports National Research Centre who surveyed 92,000 eyeglass buyers and found that less than half reported that they were satisfied with the price they had paid for eyewear. Using this secondary research, we have noted the importance of price in selling our product. It is also currently a popular sales technique in the glasses market today to emphasize 'value for money' for example the 2 for 1 offer at Specsavers. As a group, we also have most knowledge on this particular category and therefore it will be most beneficial to us to choose it for our target audience.