Music Permission

We were aloud to use this track through youtube's permission service. This allowed use top use the music while having advertisement of it on the youtube page, avoiding any copyright issues.

Obtaining archive footage

We asked permission of the youtube uploader for their documentary which we use a small clip of as archive footage in are documentary.

New Updated Voiceover

After looking at the draft of our documentary and analysing things that needed improving, one of these was the voiceover and the quality of the voiceover recording. As the voiceover is the key element in of our documentary which tells the story and helps to show the process, it is important that the voiceover stands out above the footage behind it. This is the updated script:

Radio ad examples

These all show the conventions that I researched on Radio ads e.g. Sfx, 30+ sec duration, Voiceover...

Radio Conventions

This is some research conducted on radio conventions as prep for our Radio ad campaign.




Other research I found out was :

• Ad duration is usually between 30seconds and 2 minutes 
• Most use SFX such as Reverb, Delay and Compression 
• Use of extracts of the documentary 
• Voiceover used 

Voiceover 1st Draft

Voiceover.




Our Journey takes us to Africa, (Pause)

Congo, Kenseisha (stop)

Home to 4 million people. (pause) Nearly 900,000 of which are considered poor.

Only 39% of 15-24 year old males attend further education.

We decided to find out the views of Aristole, a young man with big dream.



London (stop)

The economic hub of the world. Many travel here in search of fulfilment.

Is London really the place of dreams?

We ask a local café owner her opinion.



Does our surroundings really dictate how likely we are to be successful. Does living in a place full of opportunity make it easier? (stop)

Or does it come down to the passion and desire within to succeed.

Focus Group research

	Advert 1	Advert 2	Advert 3
How does this ad make you feel?	Hopeful, inspired, happy, calm, intrigued	Enticed, want to find out more, intrigued	Confused, adventurous, bland
What do you think about this ad?	Powerful, simple, sharp	Mysterious, straightforward, gripping	Mysterious, rushed, magical
What do you think this ad is for?	Boring channel 4 documentary, BBC drama, parkour, educational documentary	Magic show (like Derren Brown), soap, documentary, winning	Channel 4 documentary, mystical show (like Mystic Meg/Merlin)
Would you watch this?	Yes – to see what it’s about Yes – but wouldn’t go out of my way to watch it No – not interested in documentaries	Maybe – to see what it’s about Yes – just to see what it is Yes – seems interesting	Yes – give it a go Yes – watch the start to see what it’s about Yes – I am curious
If you could change one element in this ad, what would it be?	The positioning of the text Alignment of the text Make ‘4’ sign more realistic and visible	Positioning of text Too much going on – make keyhole clearer Light is too bright Word “Secret” to “key”	The font – it’s too basic Text positioning Alignment

Based on their response, a new ad will be made which has all the suggestions of how to make our ad better.



Advert 1



Advert 2



Advert 3

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...

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.

Stroyboard

 

We decided to go into more dept and detail of what we need to shoot and what footage we already have. This outlines the whole 5minutes of our documentary. This also helped us to develop a detailed call sheet for our half term shooting.

Initial Font research

This is called fake plasttic. The slim, slick nature of this font connnots there is a slim chance of everybody being successful, which will help create realism.

This is called Guardian. This font is bold and informing, this may be a good font as it is direct and would show we are trying to inform people about the subject of success and how it is atained.

Intramural. This is a combination of the to therefore giving a greater sense of optimisim. Its slim but as slim as Fake Plastic giving 'greater hope' to the viewer however its not quite as bold or headline like as Guardian.

 

These font are good however i feel they dont fully convay a personal intimate feel which we are trying to establish with our audience.

Market research

We tryed to use a range of media such as facebook, twitter and text messaging.
The best response we got was from Text messaging, suggesting that our target audience of 16-22 year olds are more intractable through there phones. This research could help with how we attempt to market our documentary and try to appeal our documentary to them.
The questions we asked:

1. What kind of magazines do you read and why?
2. Do you listen to the radio?, if so, which station and how much?
3. Do you watch documentaries? do you like them? if so, why?

The Results we received:

1)

• Glamour and InStyle for the fashion and lifestyle content
•     OK magazine for the celebrity gossip and endorsement
•     OK and Look for the gossip
•     Look for the gossip and daily advice
•     Kerrang and RockSound for music updates and tour dates
•     Cosmo for the sex chat
•     Look and OK for a break from text books
•     Fashion for the clothes
•     Fashion and Look to be nosey at fashion and celebrity life
•     Rock magazines cause i like them
•     Signwave helps me with my job
•     Mountain biking and orienteering
• 4 replies said they didn't listen to the radio

2)

•  Choice FM all day everyday
•     Heart or Xfm all the time at home
•     Xfm all the time
•     Cam Fm and Kerrang whenever I can
•     Capital in the car
•     Capital all the time
•     Planet Rock in the car
•     Capital and heart fro 1-2hrs a day
•     Changes the station depending on the song
•     Capital in the car
•     Kiss 100 in the car
•     BBC radio 1 or Choice because i like them
•     Capital Fm all the time
•     Absolute radio 8-5 Mon-Fri
•     Kiss all the time
•     Radio 1 whilst I revise

3)

•  Yes occasionally for the real life and wild life stories
•     No because they don't interest me
•     Yes only about Doctors and people survival stories
•     Not really, prefer comedies
•     Yes I watch Science ones
•     No because i don't really watch TV
•     No because they are boring
•     Yes but only the animal ones
•     Yes, some depends on the topic, mostly sports
•     Sometimes, if they are interesting like nature ones
•     No i dont have the time
•     No i dont have the patience to sit through a film in one go
•     National Geographic, animal Documentaries in other words
•     No because they are boring
•     Yes because they have penguins in them
•     Not really but its rare that i find one that i like

New camera Techniques

My attempt at 'Bokeh shapes'. Once i perfect the art of this, I hope to include it in the documentary as transitions between show, to connote some sort of a journey to the viewer.

This is the video i got the idea from....

Checklist

Wednesday 12th December 2012

Alex & Andrew - Period 2, 3 & 4:

• Finalise fonts to be used for the credits
• Look over current footage
• Decide what footage to be used and what to be removed
• Decide remainder of footage that needs to be shot

Thursday 13th December 2012

All - Period 2 & 7:

• Organise main questions on paper to create documentary template
• Work out a solid progression for the documentary

Monday 17th December 2012

Andrew, Anthony & Alex - Period 2

• Conduct and film focus group

Tuesday 18th December 2012

All - Period 1

• Complete rough edit of footage with blanks (Alex)
• Create a list of what we need Ruth to record in Africa over holidays

Thursday 24th January 2013

All - Period 2 & Period 7

• Review Ruth's footage
• Fill in the blanks with Ruth's footage
• Record voice-over