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Thank you for looking at my blog. To find my research and planning evidence, click on the label called AS Research and Planning, which is on the top right of my blog. I hope you enjoy looking at my work.
Thank you.
Kush 3238
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Friday, December 14, 2018
Post 19: My Finished Adverts
I am very proud with my finished adverts. While not perfect, I am very satisfied with the end result after all the effort I put into creating them both and I believe they fit perfectly with the food delivery advert conventions.
Though this was a long and difficult project, I am very happy i pushed through and completed the task and am proud of the outcome.
Though this was a long and difficult project, I am very happy i pushed through and completed the task and am proud of the outcome.
Post 18: My Target Audience Feedback
I had 2 groups of 3 watch my advert together, represent my target audience. This enabled me to find certain aspects of my adverts that were successful, and which weren't.
The first group of three was made up of my friends (two aged seventeen and one aged sixteen) that represented the lower half of the target audience. The second group was made up of my older cousins (one was 20, one another was 22 and the last was 23) who would represent the top half. Of these six audience member three were female. All of the viewers enjoyed the adverts and thought that they would use the service, so overall it was successful. Also both groups thought that the music while it fit, it had something that just 'didn't seem right' to them However after the 22 year old noticed that while one was based off of a Channel 4 show whilst the other wasn't all in that group realised that that left a gap in synergy between my two adverts. The younger group weren't sure straight away in the first advert of what the other two were doing, realising after they were supposed to be tired.
This feedback is useful in helping my future understanding and planning for an advert, one thing being to focus a bit more on choosing a music track.
This feedback is useful in helping my future understanding and planning for an advert, one thing being to focus a bit more on choosing a music track.
Post 17: My Adverts Review
After I finished editing my adverts, they were reviewed by my A level teacher and class. This allowed multiple new perspective on the adverts in order to find issues I may have missed.
Simple issues that I missed were spotted and fixed; including some small grading issues that couldn't be spotted on the monitor, and a change is logo effect to make the transition smoother. This resulted in a final advert of higher quality than the one put up for review.
Post 16: My Rough Cut
I made a rough cut in order to find out any errors I had made in the planning process. I would be able to find if any shots did not fit in with the style of the advert, didn't properly tell the story, or if there were any continuity problems.
This was greatly useful to me as I was able to re-plan my adverts around any mistakes I made in the initial planning process and that there were just some things to change. One being a change in main actor for the second advert, another being multiple grading issues, especially in the first one, in order to perfect the consistency of the shots. The first one was harder due to the outdoor lighting and the white tent creating areas of high or low key lighting.. This resulted in my final finished ads being of much greater quality than the rough cut.
Thursday, December 13, 2018
Post 15: My Shoot-Board
I did this in order to plan what shots I would do, in order to make the shooting process easier. I did it by writing up the documents digitally, using information from my story board and time line, and bringing them with me on my shoots.
First Shoot:
Advert 1
Advert 2
Second Shoot:
Advert 1
Advert 2
The shoot board made the shooting much easier, due to ordering the shots in order of convenience and location, not by chronological order. When it came to editing, this was a useful document due to the existence of the last two columns, that allowed me to record the number of takes and which would be best during the shoot, leading to a faster shot naming and choosing process.
First Shoot:
Advert 1
Advert 2
Second Shoot:
Advert 1
Advert 2
The shoot board made the shooting much easier, due to ordering the shots in order of convenience and location, not by chronological order. When it came to editing, this was a useful document due to the existence of the last two columns, that allowed me to record the number of takes and which would be best during the shoot, leading to a faster shot naming and choosing process.
Post 14: My Kit List
This was made both to ensure the camera would be safe, and also to make sure that I had all the necessary parts for the camera in order to make a good quality video.
The kit release is important so that we know who is accountable if there is an issue, it also told us what rules needed to be followed beyond just don't break it.
The kit release is important so that we know who is accountable if there is an issue, it also told us what rules needed to be followed beyond just don't break it.
Post 13: My Time-Plan, Crew and Cast List
I created a time plan and crew list in order to be more organised when it came to shooting. If an actor wasn't free at a chosen time, I wouldn't be able to shoot the required scenes, therefore it is essential to plan this out. I asked all of my actors if they were all free at specific times. If they weren't, I would find a new time that would appeal to everyone or change the actors accordingly.
This planning was necessary to my project as I would not have to chase up actors in the middle of the filming process, and would give me a sense of urgency when filming to complete shots in time, resulting in me running out of filming time.
Post 12: My Location Reccie, Risk Assessment and Location Permissions
My location reccie was important in order to make the shoot safe. I needed to plan for any dangers in the location to be aware written out in the risk assessment. The location permissions were necessary in order to be able to physically shoot in the areas planned.
Bake Off: Grandparents Garden
There is a lot of space in the garden so finding different shot types and angles shouldn't be a problem. However I can't control natural light so I will have to be aware of the changes so that I can film shots with consistent lighting.
The Simpsons: Kitchen
Due to the large space the table takes up, finding different shot angles will be difficult, however the corners of the room have the most space and can film the whole set so this isn't an issue.
Permissions:
Risk Assessment:
These 3 steps were particularly useful to me moving forward as I was able to check the safety and accessibility of my preferred locations. After I knew these issues were no longer a problem I was able to continue planning the specifics of the shoot around the settings.
Bake Off: Grandparents Garden
There is a lot of space in the garden so finding different shot types and angles shouldn't be a problem. However I can't control natural light so I will have to be aware of the changes so that I can film shots with consistent lighting.
The Simpsons: Kitchen
Due to the large space the table takes up, finding different shot angles will be difficult, however the corners of the room have the most space and can film the whole set so this isn't an issue.
Permissions:
Risk Assessment:
Post 11: My Practice Shoot/Edit
It was important to shoot a test advert in order to find any errors that may have been present in the initial planning process, whether that is shot times or if the sequence will tell story. I filmed and edited it on my phone in the space of a weekend.
This was very useful to my project as not including general filming, there were numerous errors including the unprepared props, and set spacing, which won't be an issue in the actual tent set when it is prepared. As well as some timing difficulties in the first advert, which allowed me to go back to my timeline and rearrange the allocated timings for shots and the shot positions themselves.
This was very useful to my project as not including general filming, there were numerous errors including the unprepared props, and set spacing, which won't be an issue in the actual tent set when it is prepared. As well as some timing difficulties in the first advert, which allowed me to go back to my timeline and rearrange the allocated timings for shots and the shot positions themselves.
Tuesday, December 11, 2018
Post 10: My Advert Storyboards
I created the storyboard by physically drawing the shots on post it notes and placing on an A3 sheet of paper, ass shown bellow. I did this in order to plan out the shots and shot types I needed and any camera movement. Also the storyboard is very important for visually creating the story so I can look at these key shots and see if they work well together and form a flowing narrative.
This process was essential as it allowed me to put my ideas onto paper, and visually see if firstly it makes sense and secondly that everything is in order, and I used this process to perfect my idea. This was also very useful for shoot boarding, as I was able to create the boards in a non chronological order, one based on similar shots, based on the angle or position, and easily determine which of the shots this would be by looking at the storyboard.
This process was essential as it allowed me to put my ideas onto paper, and visually see if firstly it makes sense and secondly that everything is in order, and I used this process to perfect my idea. This was also very useful for shoot boarding, as I was able to create the boards in a non chronological order, one based on similar shots, based on the angle or position, and easily determine which of the shots this would be by looking at the storyboard.
Post 9: My Advert Timelines
I created a timeline as a step in my planning to help make the rest of the project smoother and did it as a physical copy on paper as shown below.
This was very useful as it helped me keep the trailer at 30 seconds, also making it easier to decide how many shots I need, both for filming, and the next planning stage of story-boarding. As well as to plan out how long I would make each shot, so that when filming it would be easier to take the shots based on time.
This was very useful as it helped me keep the trailer at 30 seconds, also making it easier to decide how many shots I need, both for filming, and the next planning stage of story-boarding. As well as to plan out how long I would make each shot, so that when filming it would be easier to take the shots based on time.
Post 8: My Initial Proposal
I did this in order to have a well written concept and general chronological order for my trailers, making the process of storyboards, timelines and shoot boards much easier. Also allowing me to plan a concept that would be in line with the brief
Proposal
I have planned for 2, 30 second adverts for the food delivery service ‘Your Food’. Both of my adverts pay tribute to popular channel 4 shows, that the audience would easily recognise, The Great British Bake Off and The Simpsons.
Firsty the Bake Off advert. It begins in a bake off like setting, where the three finalists are preparing their dishes. One of them accidentally messes up. Initially distraught, the finalist suddenly has an idea. Pulling out their phone, they open the ‘Your Food’ app and order their dish. The dish arrives and the finalist uses it to succeed in placing first, alongside the slogan ‘Your Food is your solution’. Followed by the title card.
The second advert, The Simpsons. The advert is set inside a house. Students are coming home from a party, when two who are more active decide to order food while the rest are basically asleep. When the food comes, the sleeping two realise how hungry they are and are glad to receive food from the others.The title card is shown and then the screen switches to another coach with people dressed up as the Simpsons, on their coach, with their ‘Your Food’ delivery. And one says ‘The neighbours are so loud.’
Through discussion with my classmates and teacher, I changed many things in the project. The first advert was completely changed from another in door advert, to the outdoor bake off concept, which also created the inter textual links shown through the advert that would appeal to the target audience on channel 4, the broadcaster defined by the brief. This show also has a wide audience, so I am able to appeal to the older half of the 16 - 25 specified audience, that is less prevalent in the other advert; which focuses more on the younger half.
Proposal
I have planned for 2, 30 second adverts for the food delivery service ‘Your Food’. Both of my adverts pay tribute to popular channel 4 shows, that the audience would easily recognise, The Great British Bake Off and The Simpsons.
Firsty the Bake Off advert. It begins in a bake off like setting, where the three finalists are preparing their dishes. One of them accidentally messes up. Initially distraught, the finalist suddenly has an idea. Pulling out their phone, they open the ‘Your Food’ app and order their dish. The dish arrives and the finalist uses it to succeed in placing first, alongside the slogan ‘Your Food is your solution’. Followed by the title card.
The second advert, The Simpsons. The advert is set inside a house. Students are coming home from a party, when two who are more active decide to order food while the rest are basically asleep. When the food comes, the sleeping two realise how hungry they are and are glad to receive food from the others.The title card is shown and then the screen switches to another coach with people dressed up as the Simpsons, on their coach, with their ‘Your Food’ delivery. And one says ‘The neighbours are so loud.’
Through discussion with my classmates and teacher, I changed many things in the project. The first advert was completely changed from another in door advert, to the outdoor bake off concept, which also created the inter textual links shown through the advert that would appeal to the target audience on channel 4, the broadcaster defined by the brief. This show also has a wide audience, so I am able to appeal to the older half of the 16 - 25 specified audience, that is less prevalent in the other advert; which focuses more on the younger half.
This proved to be very helpful in the rest of the planning stage of my project, as with the concept already decided, the specific shots and orders were easier to order and visualise.
Monday, December 10, 2018
Post 7: Research into Existing TV Commercials in Other Forms (e.g. Online, Print, Billboard)
I researched this in order to learn about other methods of advertising. Specifically looking for ideas about slogans and branding, as well as anchoring these concepts across advertising campaigns (in terms of how effective ones are effective). Many of these other forms don't involve moving images, so researching these will help educate me on how to appeal to the audience with just one image.
Just Eat: In this print advert, the slogan ’The food you really want is just tap away' is present in large letters, helping portray an important aspect of the Just Eat brand; the ease of use of the app, and how quick the speed of delivery is. An average seeming actor is used in the focal image which allows the audience to see that Just Eat caters too anyone. The colourful yet simple background, is very appealing, and creates positive associations with the brand while also causing the ad to stand out more and catch the eye.
This was useful to me as while it I am not doing a print advert, it helped me consider how to convey brand values in a single image rather than a full advert.
Just Eat: In this print advert, the slogan ’The food you really want is just tap away' is present in large letters, helping portray an important aspect of the Just Eat brand; the ease of use of the app, and how quick the speed of delivery is. An average seeming actor is used in the focal image which allows the audience to see that Just Eat caters too anyone. The colourful yet simple background, is very appealing, and creates positive associations with the brand while also causing the ad to stand out more and catch the eye.
This was useful to me as while it I am not doing a print advert, it helped me consider how to convey brand values in a single image rather than a full advert.
Post 6: Research into Existing TV Commercials (Other Genres)
I researched this in order to find general TV advert techniques that can be used to appeal to the audience comparing these against the food delivery service adverts in order to find similarities in ways to representing and branding as well as how to use inter textual links. I also looked at adverts that were seen as very memorable in order to learn how adverts can be memorable and persuasive.
M&S
Spend it well 2017
Makes the food seem extremely delicious through close up shots and sound effects as well linking these with beautiful scenery. This makes the viewer hungry, and of course they look straight ahead and see they can get food from M&S.
Cadbury
Gorilla
The advert is very strange, however it is extremely memorable. Through a combination of the great music (in the air tonight) as well as the weird situation of a gorilla drumming, the advert is still widely known and remembered.
I learnt from this research that it important to have something in my trailers that was memorable, and that the audience would be caught by. This could be like the close up food, or a weird gorilla. I especially understood that intertexuality was important, as a key part of the Cadbury advert is the well known music. Therefore I chose to use an intertextual link to The Great British Bake Off, a well known show relevant to the Channel 4 audience.
M&S
Spend it well 2017
Makes the food seem extremely delicious through close up shots and sound effects as well linking these with beautiful scenery. This makes the viewer hungry, and of course they look straight ahead and see they can get food from M&S.
Cadbury
Gorilla
The advert is very strange, however it is extremely memorable. Through a combination of the great music (in the air tonight) as well as the weird situation of a gorilla drumming, the advert is still widely known and remembered.
I learnt from this research that it important to have something in my trailers that was memorable, and that the audience would be caught by. This could be like the close up food, or a weird gorilla. I especially understood that intertexuality was important, as a key part of the Cadbury advert is the well known music. Therefore I chose to use an intertextual link to The Great British Bake Off, a well known show relevant to the Channel 4 audience.
Post 5: Research into Existing TV Commercials for Take-away Food Delivery Services
I researched this in order to know the conventions of the existing market, and to understand different USPs and how these are portrayed. By researching existing services which are successful, and studying their conventions, it will make it clearer what is needed to create a successful brand. Also to discover a gap in the market that can be used as an idea for my delivery service.
Just eat
The song advert campaign: Balti rock, Man band, Madras.
The concept in all of this creates a brand image of associating something as ordinary as ordering food with something huge and exiting like an event. This is exaggerated through the big change from ordinary setting to the bright, musical and in your face scene. Suddenly breaking into a song after ordering Just eat makes the brand seem empowering.
Deliveroo
Eat more amazing
Shows the food moving around, as if it comes to you on its own. Links to the tagline of 'amazing food delivered' in that the food is so amazing it moves on its own. The advert also shows some of the restaurants it delivers from in the background. Together these two factors support the brand value of focusing on the food and its quality.
Grub hub
Everywhere
Advert follows the delivery driver finding his way to the multiple locations. The brand value of always getting your food to you, and stressing the effectiveness of their drivers rather than the food (opposite focus to Deliveroo). This is shown in multiple ways, one being how he delivers to multiple different houses in different weather and time of day, another being how he actively walks around the busy streets looking for the house, stressing the eagerness and effort that the drivers have to deliver your food.
I learnt from these adverts that it is important to focus on an aspect, for example the food or driver. This will help present the brand values and allow the audience to associate that aspect with my product. I chose to use situations, and that Your Food will help in any situation.
The song advert campaign: Balti rock, Man band, Madras.
The concept in all of this creates a brand image of associating something as ordinary as ordering food with something huge and exiting like an event. This is exaggerated through the big change from ordinary setting to the bright, musical and in your face scene. Suddenly breaking into a song after ordering Just eat makes the brand seem empowering.
Deliveroo
Eat more amazing
Shows the food moving around, as if it comes to you on its own. Links to the tagline of 'amazing food delivered' in that the food is so amazing it moves on its own. The advert also shows some of the restaurants it delivers from in the background. Together these two factors support the brand value of focusing on the food and its quality.
Grub hub
Everywhere
Advert follows the delivery driver finding his way to the multiple locations. The brand value of always getting your food to you, and stressing the effectiveness of their drivers rather than the food (opposite focus to Deliveroo). This is shown in multiple ways, one being how he delivers to multiple different houses in different weather and time of day, another being how he actively walks around the busy streets looking for the house, stressing the eagerness and effort that the drivers have to deliver your food.
I learnt from these adverts that it is important to focus on an aspect, for example the food or driver. This will help present the brand values and allow the audience to associate that aspect with my product. I chose to use situations, and that Your Food will help in any situation.
Post 4: The Target Audience (Males and females aged 16-25)
I researched this in order to know what the audience wants and therefore what ideas would be good to include in the adverts, and to discover their current thoughts on existing take away food delivery services, whether they use them and which they prefer.
Our target audience is unisex people of age 16-25 years old. I did research into the different kinds of people and their opinions on food delivery services. My research was made through a group, made up of a person of each gender for each age, therefore a total of 18 people, the questions above. Most people in this category, do not have a large income, and therefore cannot spend a lot. Due to this when looking for a food delivery service they will be looking for something cheap. Therefore, when it comes to take-away food delivery services, the cost is a very important factor. In this category, those who are on the latter end (25), begin to be looking into food that is better quality and healthier, and might choose their main food delivery service depending on this. Even though this target audience will have varying amounts of free time, when they think of the industry, they instantly think about the ease and speed of the service. If the service has a difficulty of use or is too slow, they will tend to move onto another method of procuring food. Therefore I can conclude that for my own brand it is a necessity to advertise the high speed of the order, and the extreme ease of use of it. Also, many of them like to be able to get their food anywhere, whether they're at their own homes, at work or at a park e.t.c. and so I believe it is key to advertise the idea of my service being able to delivery in any situation.
This research helped me a great deal in finding a unique selling point for my brand, as I knew what the most important aspects were for the target audience concerning take-away food delivery services, namely, speed, ease and situation.
This research helped me a great deal in finding a unique selling point for my brand, as I knew what the most important aspects were for the target audience concerning take-away food delivery services, namely, speed, ease and situation.
Post 3: The ASA BCAP Code
I researched this in order to understand what i could and couldn't do or present in the product, to avoid any offence. And prevent having to change anything post production due to this.
Rules that I found relevant to my project...
It has to be recognized as an advert.
Shouldn’t be harmful or offensive, physical or mental, especially children under 18. E.g. no safety hazards, efforts to stop bullying
Have to be socially responsible when representing cars
No distressing images, sensitive people are watching
It can’t be misleading
Can’t hide important info
Shouldn’t make claims they can’t evidence e.g health claims
Shouldn’t encourage or condone poor nutritional habits
shouldn’t condone/encourage excessive consumption of food.
Can’t advertise alcohol to under 18
Those above rules have been very useful for me as I have a much clearer view on what is allowed, and this has given me a simple checklist of what to make sure any ideas I have follow.
Rules that I found relevant to my project...
It has to be recognized as an advert.
Shouldn’t be harmful or offensive, physical or mental, especially children under 18. E.g. no safety hazards, efforts to stop bullying
Have to be socially responsible when representing cars
No distressing images, sensitive people are watching
It can’t be misleading
Can’t hide important info
Shouldn’t make claims they can’t evidence e.g health claims
Shouldn’t encourage or condone poor nutritional habits
shouldn’t condone/encourage excessive consumption of food.
Can’t advertise alcohol to under 18
Those above rules have been very useful for me as I have a much clearer view on what is allowed, and this has given me a simple checklist of what to make sure any ideas I have follow.
Post 2: Channel 4
I researched this post in order to understand the shows on the channel, the scheduling that suits the target audience and the type of ads shown to the audience. This allowed me to understand the brand values and their audiences and methods to appeal to them, especially how they reach the youth audiences and which channels are best for this, in order to construct my adverts around the channel.
What I learnt included...
Channel 4's remit:
Regulator:
Ofcom
Shows:
large variety of shows, with many intended to engage a predominantly younger audience, which is a larger cross over with our audience.
The Simpsons, Hunted
The Great British Bake off broadcast in the 7pm to 9pm weekday prime time slot. Gaining a regular 10 million viewers. I will place my adverts here as it is one of the largest shows on the channel and is something that has a large target audience also crossing over with mine. Not only for the show, but also the slot is the prime weekday time, which is very useful as my audience has a large difference is down time, and the prime time slot is the most likely time they will watch television, therefore ensuring my adverts have a large reach.
Adverts screened around these times tend to have an alternative feel, and are generally innovate and take risks, following on from the Channel 4 remit.
I will schedule my adverts around that prime time spot, linking to Bake off as well.
This research was very useful as it allowed me to come up with ideas for my advert that link to channel 4, as well as find appropriate times to place them.
What I learnt included...
Channel 4's remit:
1. shine light on stories not told elsewhere
2. to innovate and take creative risks
3. Inspire change in the way we lead our lives
4. Stand up for diversity across the UK
Regulator:
Ofcom
Shows:
large variety of shows, with many intended to engage a predominantly younger audience, which is a larger cross over with our audience.
The Simpsons, Hunted
The Great British Bake off broadcast in the 7pm to 9pm weekday prime time slot. Gaining a regular 10 million viewers. I will place my adverts here as it is one of the largest shows on the channel and is something that has a large target audience also crossing over with mine. Not only for the show, but also the slot is the prime weekday time, which is very useful as my audience has a large difference is down time, and the prime time slot is the most likely time they will watch television, therefore ensuring my adverts have a large reach.
Adverts screened around these times tend to have an alternative feel, and are generally innovate and take risks, following on from the Channel 4 remit.
I will schedule my adverts around that prime time spot, linking to Bake off as well.
This research was very useful as it allowed me to come up with ideas for my advert that link to channel 4, as well as find appropriate times to place them.
Post 1: Existing Take-away Food Delivery Services/Industry
I researched this in order to know the conventions of the market, to know how USPs are conveyed and to understand brand values. I did this by looking at different food delivery services and finding their unique selling points.
What I learnt included...
Services:
Just eat, Deliveroo, Uber Eats
Sources:
Each services websites and apps.
Method:
Enter your postcode, choose your restaurant and food, then you have it delivered then pay (or vice versa), then can leave a review. The easy steps on the app make food delivery fast interactive and appealing. Just the fact that you can order so quickly and easily is appealing.
USPs:
Just Eat - vast variety of choice (however there is controversy over selling from low hygiene rated shops
Deliveroo - Good food (high quality)
Uber Eats - Able to track the driver and know exactly how long the food will take. Some enjoy watching the progress of the car.
This research has allowed me to follow the general conventions of the market making the brand image for Your Food convincing, with the ease of order and delivery times. This also allowed me to start thinking of and planning out an effective USP for the brand.
Services:
Just eat, Deliveroo, Uber Eats
Sources:
Each services websites and apps.
Method:
Enter your postcode, choose your restaurant and food, then you have it delivered then pay (or vice versa), then can leave a review. The easy steps on the app make food delivery fast interactive and appealing. Just the fact that you can order so quickly and easily is appealing.
USPs:
Just Eat - vast variety of choice (however there is controversy over selling from low hygiene rated shops
Deliveroo - Good food (high quality)
Uber Eats - Able to track the driver and know exactly how long the food will take. Some enjoy watching the progress of the car.
This research has allowed me to follow the general conventions of the market making the brand image for Your Food convincing, with the ease of order and delivery times. This also allowed me to start thinking of and planning out an effective USP for the brand.
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