Font Research

These fonts all display element of mysteriousness and connote a journey. However the 4th picture best suits our documentary as it has a cutout skyline of London in it which help to show the possible attainability of our main characters dream.

Poster Analysis

I analysed a poster od a documentary for channel 4...

Half Term Review

During half term we had to reshoot some things that needed to be added to our documentary either because the sound wasn't good or the footage was really shaky. We as a group then decided what day and time was great so that we could get new footage. We then decided to film some London landmarks on Wednesday 17th February at 4:00pm meeting at Liverpool Street. On this day we also decided to do our ad shots as well and I had to take charge because it was my initial idea which I thought was good for our documentary. At the time that we met up a sunset was occurring so the lighting was really beautiful but we was running against time so he had to walk a little fast in order to get to the Gherkin . Once we got to the Gherkin there were a lot of things occurring around it such as building sites and cranes that we then had to decide to take pictures of a different landmark which was the Shard. Along the way we passed Southwark Bridge and we were able to get a great view of the sunset against another bridge that we decided to film to benefit our documentary. We also came across a boat coming with a large amount of passengers passing our bridge which we also filmed as another transition shot moving from one clip to another. I unfortunately had to leave a little early because I had other arrangements which I had organised previously.


On the following day we then needed to meet up at Springfield Park in order to film our interview with Jackie. We were meant to meet up at 1:30 but unfortunately some of us were running a little late and unfortunately one team member couldn’t make it. On this particular day the weather wasn’t really on our side because it was extremely cold. We met up at the café where then began to set up and then told Jackie what was going to happen. Because we didn’t have a tripod Andrew had to have a steady hand. During the interview there was a lot of noise occurring so we had to reshoot the interview so that we could Jackie more clearly. After finishing the interview we then began to film stuff which we would then use as segways such as when she would talk about her café we then had something to show her making something to make the documentary more interesting and were able to see her at work. Once we were done we then decided to film another initial ad which was the keyhole and we began to look for keyholes which we thought would enhance our ad and make it more interesting.

12 types of advertising

1. The demo
2. The problem
3. Symbolise the probem
4. Symbolise the benefit
5. Comparison
6. Exemplary story
7. Benefit causes story
8. Testimoial
9. Ongoing character or celebrity
10. Associated user imagery
11. Unique personality property
12. Parody or borrowed format

When developing a brief for our ad campaign we looked into the different types of advertising methods. All of the methods above have their own way of positioning the viewer in order to grab their attention which can link to Young and Rubican's '7 kind of people' theory as these ad types aim to reach a specific person out of the 7 e.g. The demo for The Struggler.

Call sheets

Call Sheets for the half term shooting. This should make sure that all the team is on the same page and are clear on where to be and when.

Tuesday 19th February by

Wednesday 20th February by

Thursday 21th February by

Brief

Brief to Ad campaign

Young and Rubicam theory

Advertising - Seven Kinds of People by

This research really helped to specifically find our what type of person we we're aiming our advertising campaign at. We found that making a documentary about success and culture would best appeal to:

1. The Reformer - core need: Enlightenment - Value independent judgement and stereotypically intellectual.

 The Reformer will be our primary target audience as they are most likely to feel enlightened when wathcing our documentary. We want people to make their own conclusion and take what is relevant to them once seeing your documentary and the Reformer is a independent person, meaning they fit our description. Linking this with our market research we expect our target market to be 18-28 years of age as they are seen as independent individuals. In relation to Maslows hierarchy of needs we are trying to challenge the customers self actualisation, so the people who watch our film need to have core needs such as security in their life's, this is why other categories of people (Y&R) like 'The Struggler' wouldn't be likely to benefit from our documentary.

Exam board vs Research

What do you think of the exam board's decision to limit your ancillary tasks to newspaper ads and radio ads? (150 words)

The limiting of what we can use to advertise our documentary has meant we are limited in putting our advertising product “in front of interested, affluent and driven audiences” (documentaryfilms.net).  This means that the exam board’s decision will limit where our ads can go and, to an extent, which audiences we are able to target.

The advice taken from desktopdocumentaries.com suggests that at the very least we should conduct a social media page, i.e. Facebook, which is free and gives online presence to interact with audience and create anticipation for our film.  By following the exam boards decision of limiting our methods, it makes it more difficult to gather research on audiences’ response to the method we choose to use.

As we believe the exam board expects us to have a low budget and use basic equipment, it makes it difficult for us to successfully target our deeply researched audiences by using the methods they have given us as the online presence of our audience means the methods we could have used are cheaper and more beneficial for film makers in our situation. 

Advantages/Disadvantages of analogue/online research..

Advertising Campaign analysis

 

Nike's 'Find your Greatness' TV and online campaign.

Who is the target audience of both forms?
The target audience for the TV commercial would appear to be a range of ages which could be from as young as 8 to 30. This target audience could all fall under the category of 'Young' people. This is seen through the characters used in the commercial we can see that Nike have targeted a young demographic as they may be more inclined to purchase their products and may also connect better with the slogan of 'Find Your Greatness'.
The online poster campaign target market appears to share the same demographic as the commercial of 'Young' people however through a bold font on a plain white background the poster implies a simplistic view which could attract a slightly older secondary audience which could be around the 30-45 year olds who are stereotypically seen as an age group which search for direction or hobbies. This may link with Nike's slogan of 'Find Your Greatness'.


What devices/techniques, and technical and symbolic codes have been used to engage audiences?
In the TV commercial campaign the release date of the campaign was the same time as the London 2012 Olympic games which is a globally recognised event. This is symbolised by the constant referral London in the background of the locations shot in the commercial. This event is often referred to as 'inspirational' and Nike have used the theme of sport as well as their slogan of 'Find Your Greatness' to 'inspire' their target audience and suggest that their products may help them 'Find' their 'Greatness'.
In the print campaign the bold, gold writing on the plain white background connotes success. By seeing this colour Nike's target audience may feel inspired to take action as the text challenges the audience to reacting order to be successful like the text connotes.

Analyse Genre and Narrative
In both forms of this campaign the narrative (text/voiceover) is used as a structure which may aim to take the viewer/reader on a journey. However in the TV commercial, it has a visual aid which takes away the freedom of letting the viewer come to it's own decision on what is being said. With the constant relation to sport this is suggests that Nike is telling the viewer that 'Greatness' is related to sport. This is also product placement as Nike is a sportswear company.
However this differs in the online campaign as there is only the text on the screen to create a story, with this part of the campaign it is left to the interpretation of the reader to make their conclusion which means something to them. This may be way this part of the campaign is aimed at a older demographic as they are more inclined to make an independent judgement.

Analyse Issues of Representation (in both formats)
The main representation in the online campaign will differ depending on the individual. For some they may associate the text with achieving their dream or anything which maybe happening in their life (older demographic). This could be a reason why the online campaign could be targeted at a large audience range.
In the TV commercial their is a heavy representation with sport and youth. This is show by the young 'atheletes' used as characters in the commercial. This may be used to suggest that a younger demographic may be more likely to buy Nike's product. This may also suggest that the younger target market is more influenced by the visual symbolic commercial as well as visual product placement.


What institutional factors are relevant?
At the end of the commercial we see #FindYourGreatness which is connected with the social networking site twitter. This may encourage the viewer to search this online which may introduce them to the Nike website or lead them to discover more about the campaign and possible see the online poster and maybe create a buzz, which may lead to Nike's ad being talked about and shared between friends.
In the online campaign their is less of a social media element to it, possibly due to it being aimed at a older demographic. The globally recognised Nike 'tick' is enough to associate the campaign with Nike. Also where the advert is placed e.g. newspapers, buses, billboards will show an older 'traditional' method of campaigning.