We chose to keep the mis en scene simple (white background) as we don't want to detract attention from the informative text. This was confirmed while looking back on our pop-up research which highlighted the importance of simplicity and the clarity of what we are selling to the audience; the 50% OFF VOUCHER. So a complex background may have detracted from the important CLICK HERE button. The white creates a convenient backdrop for out text to stand out on.
We used photoshop to neaten up aspects of his costume.
There are only really three colours in this advert; blue, black and yellow. We felt this was important in making the advert simple and quick to read. Yellow is the brightest colour and so immediately attracts attention, instantly telling the plot. We hold synergy in that the colour of the CLICK HERE button is that of the logo.
We have put the text in vertical order of how we want it to be read. The punchline, and slogan, at the top and the CLICK HERE at the bottom right (where people look last).
At first we didn't have the photographs of the glasses. But after deciding that the product of the advert wasn't obvious enough we put in 3 different styles of glasses. All designer; they act as references to the DESIGNER GLASSES that we mention in the offer.
The introduction to the offer DAYLIGHT ROBBERY DEALS is very effective because it also sticks with the theme of the advert (a robber).
This is our finished teeth advert (advert1). Changes we have made since our draft;
The first shot acts as an establishing shot. We see her face and are introduced to the idea that she is an artist. This is implied by her costume and her actions (painting) and the mise en scene. The mise en scene, namely the paintings in the background, allow the audience feel a sense of intimacy with her which will help them to relate to her later on.
We filmed her waking up in her room, looking at the alarm clock and then rushing out of the room. We felt this made the narrative more obvious and showing her in her bedroom further allows the audience to feel a connection with her. It also builds her character because the bedroom we filmed her in was busy and cluttered (helping to create the realism of her mistake) and was colourful and the walls covered in arty posters (helping to build her arty character). However post-editing we felt the footage dragged a bit and was unnecessary as we could make the plot obvious enough with birdsong and a fade in implying the rising of the sun. Therefore we chose not to use that footage and to skip straight to her brushing her teeth. We set up the sink to look busy.
The brushing of the teeth is quicker than in the draft which suggests a sense of rush and therefore unawareness.
The walking out of the shot (bathroom) and the walking into the next one (stairs) implies that she's gotten ready.
We chose to show her looking in the mirror (at the camera) to show that she is conscious of her appearance and the embarrassment that follows is therefore increased. Looking into the camera further connects with the audience. Note that the art piece in the background adds to her character.
A problem with all our previous pieces has been the sudden audio jump from one shot to the next. So after researching how to overlap audio from different clips we applied this to the transition between nearly all shots. The advert therefore runs more smoothly and implies continuity.
We have also added a shot of her walking away. This is so that the advert has a conclusion. The shot of her walking away suggests further embarrassment in front of many more people. It also allows a period of time for the audience to react; hopefully in laughter!
The costume in our draft was not very mature and because our target audience is adults (the ones who will actually be buying the glasses, and the ones who would go to work (realism)) we decided to go with a more mature outfit. A long more pricey looking coat suggests maturity, along with grey matching scarf and hat, as apposed to a brightly coloured scarf (seen in our draft). The snow also meant that these clothes were more realistic; in our draft the character doesn't wear very warm clothes.
A further thought: Because of the obvious presence of snow we thought that we could advertise winter deals at the end. For example 'Buy one get one free this Winter'. We will try this out.
Today, at 3pm, we filmed part of our advert (life drawing) in the community hall. We were all free at this time, but it being after school meant it was hard to persuade anyone to stay and act; we need 5 people (plus Kona, the main character) in the last shot for example. Therefore, yesterday, we shot all the shots we could that don't require people in the bereavement to be seen. We will book the community hall during the school day, when we are all free, and when a handful of our friends are free to help us out, to shoot the shots that feature the people in the bereavement group. We are currently editing the footage we already have, to see whether we need to re-film any shots.
These are brief drafts of our sponsorship advert in two different locations. The issue with the first location, my house, are the visible shelves. The action in our sponsorship is subtle and so we need to get rid of any distractions; the shelves for example. The light is also distracting; we need the light source to be out of the shot for it to look professional. A further problem is the distance from the camera to the table; the characters will be too small in the last shot and we may loose the intimacy we are trying to portray.
We think that the second location overcomes all of these problems. We could move the table closer to the camera if we feel it is not intimate enough, and perhaps further to the right so that composition is improved and professionalism is achieved.
More general problems while discussing at the shoot:
For the situation to be embarrassing the meal must be a first date. This isn't obvious because the scene is simply a couple eating a meal in a home; they could be a married couple for all the audience knows. Nor is it obvious that one has cooked romantically for the other. Therefore we have decided to show some brief clips of one partner preparing food, the bell ringing and the door being answered. The food preparation clips should show the character adding the tin to the food (for example a stew or bolognese) but without the tin label being seen; this is to introduce the tin and to show it being added to the meal.
We have decided that the man should cook for the woman. This is because there is more social pressure for men to impress women; so it'd be more embarrassing for a man to embarrass himself while attempting to attract a woman. We know a couple who are the same age as us. Although we want an older couple to act in it as cooking a meal for a first date is quite a mature thing to do (creating realism). This is not practically possible. We feel that using a genuine couple will produce more chemistry as it will be natural to them. As apposed to finding two single people to play the parts. Furthermore they both do drama A Level so we are certain they will fill the roles perfectly!
These are the designs we created for our open tin of dog food. The quality of the first picture wasn't good enough so we found a similar picture of a dog's face (licking lips) on Google images; one of better quality. We then decided we didn't like how goofy and humorous the cartoon dog was; although we need the label to be simple and obvious we also want it to be as realistic- research didn't show any current brands to have such pictures as their logo.
As you can see from the examples the logos are simple and professional and want their customers to take them seriously. Therefore we have decided to go with the last image; simple and realistic, and also friendly. We also decided on the lighter version of the first yellow because it looks healthier and so more realistic.
Basic storyboard for sponsorship. A pull shot will take the first picture to the second.We will hear them chatting away flirtatiously. If we can hear what they are actually saying to each other then it may detract from the point of the advert. So we are considering using non-diegetic sound which will distort their conversation to mumbling. This music would have to be slow romantic/seductive music. The first shot will show them bringing the food up to their mouths, and then match on action will show them putting in their mouths. So that their reactions will be out of focus but not unrecognisable and the focus will be on the product.
During our research process we have learnt that people read pictures as they do text; from top left to bottom right. Below is an example of a magazine advert. As you can see the product is the last thing people will read. The product and product name is framed by the black area of her trousers and background. Therefore we have chosen to put our slogan and logo at the bottom, preferably to the right. It could be framed by the surface we see the dog food tin on (meaning we'd flip the second image horizontally), so that the logo and slogan are the last things the audience takes in.
In terms of the dog food tin we can't use an existing product because we'd be advertising a product that didn't belong to us. Furthermore, any existing products' labels are too busy with text. For the audience to understand what's gone wrong and to find it funny; the dog food tin needs to be really obvious and therefore bold and simple. Like the one to the right for example. Because this is an existing product we will change the name Friskies to something else or perhaps not have a name at all; just DOG FOOD (using Photoshop- then printing label and sticking on to a tin).
