Convetions of adverts Evaluation

 

 

 

 

 

 

Radio Advert Script

[A phone rings while office noises can be heard, the phone is picked up]

Office worker: Hello customer servi-

Mysterious voice: Would you rather be stuck in this dull office than be free out there?

Office worker: What... sorry, who is this?

Mysterious voice: Honey's.

[A teleportation noise is made and the faint office noises stop]

[In a panicked voice] Office worker: Where am I!?

Mysterious voice: You're water skiing.

[Water can be heard being sprayed]

Office worker: Waaaaah. I didn't bring waterproof clothes

[A teleportation noise is made again]

Office worker: Is that a bull?

[A crowd reaction and the noise of a rampaing bull can be heard]

Mysterious voice: Oleee!

Office Worker: Why is it so hot all of a sudden?

[Another teleportation noise is made]

[The office worker sighs in content and exhuastion whilst office noises are in the background again]

Office worker: What was that?

Mysterious voice: The delectable taste of a honey-filled chocolate: Honey's, sweet time well spent.

Synopsis for adverts

Stop-motion objects advert: Inanimate objects move around the table and then objects around the rest of the room move as well. The person then  plays with the objects.
Different activities advert: A person is bored, they then get enlightened to spend their time doing fun things. There will be 5 different activities that the protagonist is shown doing. One cuts to another in quick fashion to make a montage of shots and then there will be a close-up of the protagonist breathing out a little tired but satisfied as he/she eats the chocolate. Activities may include Ping-Pong, playing a videogame, cooking etc. The voiceover with the slogan will appear again.

Sponsorship advert sequence: There will be three 10 second adverts, each one will show a different activity being done. The audience will get a very brief look at the product and get some information on it through a voiceover.

Radio advert: A young male voice speaks in an enthusiastic tone. Dialogue will use an imperative and  fun, light-hearted music will be made in the background.

Filming Schedule

Key concepets of adverts - institution

 Modern advertising agencies usually form their copywriters and art directors into creative teams. Creative teams may be permanent partnerships or formed on a project-by-project basis. The art director and copywriter report to a creative director, usually a creative employee with several years of experience. Although copywriters have the word "write" in their job title, and art directors have the word "art", one does not necessarily write the words and the other draw the pictures; they both generate creative ideas to represent the proposition (the advertisement or campaign's key message). Once they receive the creative brief from their account team, the creative team will concept ideas to take to their creative director for feedback. This can often be a back and forth process, occurring several times before several ads are set to present to the client. Creative departments frequently work with outside design or production studios to develop and implement their ideas. Creative departments may employ production artists as entry-level positions, as well as for operations and maintenance. The creative process forms the most crucial part of the advertising process.

Broadcasters rely entirely on advertising, excepting a proportion made from programme

sales and spin-o

ffs, and allowing for the special case of the BBC whose main

income is derived from a licence fee. Even the BBC raises money through sponsorship

deals, providing cash to put on event shows such as the Royal Variety Performance or

something like a tour by the Teletubbies (characters from a popular programme for

young children).

In 2002 these deals were worth £2 million, contributing to the £500

million made by BBC Worldwide, the sales and spin-offs arm of the corporation.

Movies vary – low budget films rely on box office and TV sales for their income. Big

budget and mainstream films rely more, though not mainly, on income from product

placement deals or spin-off rights. But in both cases the box office take relies a great deal

on the amount spent on promotion – advertising and publicity – which might add an

additional 20 per cent to the production costs for a low budget movie, to about 50 per

cent for a big movie. And, of course, other media examples also need to promote

themselves.

So media institutions rely substantially on the work of, or on income from, advertisers.

In turn, advertisers depend on media for a vital means of communication with

customers. By advertisers I mean any organization behind the advertising text, from

consultancies to video outfits shooting an advert, to media brokers doing deals over the

cost and placing of the ad, to any business or organization that contracts the ad. But

advertisers do have other means of communication apart from obvious examples of

mainstream media.

I am arguing that the meanings of media texts, the dominant

discourses which produce certain kinds of meanings about how the world should be, are

a consequence of the patterns of ownership and of the production practices of media

owners. They are also the result of a collusive relationship with advertising. This interest

in the work of institutions in manufacturing discourses within a text is part of a political.

Cadbury's Coronation street sponsorship adverts analysis

In most cases a TV sponsorship sequence has an opening bumper, closing bumper and then they may have a bumper for the end or the beginning of an ad break too. When viewing some sequences they tend to last roughly 10-20 seconds. By them being such a short length of time it means that the sequence needs to be quick and to the point. However when saying they are straight to the point most tend to not advertise themselves as much or follow a narrative they try and link themselves with the content of the TV programme. From looking at the difference between the advert and the break bumper, the viewers can still clearly tell that they are linked and are both sponsoring the same thing because they each part of the sponsoship sequence follows the same theme and uses very similar content. The Cadbury's advert is no exception to this reocccuring convention.

All 3 clips feature cadburys signature brown clay animation, which was used as the style for all cadbury/coronation street sequences for many years.

The opening and closing sequences are very similar, with the closing bumper following on the narrative from the opening bumper.

The break bumper is considerably shorter, only 7 seconds long, and is very simple, just featuring the product, and the programme logo, tying the two together, but giving very little information.

 The same voiceover is used in each, with the same phrase, which is repititive and will be memorable, it also means that each advert is in the same style.
Cadburys famous purple colour is featured, this is iconic of the cadburys brand, and will help the audience relate the bumper to the company.

The Coronation Street logo is featured at the end, positioned in the centre, fairly large and the white colour imposed on the brown back ground draws the audience's attention to the company name and the unique selling point of the milkiness of the chocolate bar.

The Adverts tie the programme in with the porduct because they are featring the street life element of coronation street, using the setting of the programme.

This is very effective for tying the two together in the consumers mind. They give a sense of a Cadbury chocolate community when seen throughout and this relates to the society in Coronation Street which gives viewers an incentive to buy the product; it's as if they will getting an edible slice of Coronation Street.

They have a short narrative, very simple, this is fairly common for sponsor sequences because it can continue throughout the sequence, however each of the clips still make sense on their own, and are not reliant of each other.

For my coursework I need to make two TV adverts and a sponsorship sequence, as well as a radio advert, I also need to be able to create synergy between them for the ad campaign to be successful. I am therefore going to look at how sponsorship sequences work with the full length advert, where they mirror them, or if they are in fact quite different. Although, adverts of any kind always seem to incorporate the themes and lifestyle suggestions of the chocolate bars.

Garageband research

I recorded sounds using a voice-recorder. The device can record multiple different sounds in the same instance. I then imported the .wav files onto the computer. After putting the files into a folder I simply dragged the recording into the side of the Garageband programme.

There is a tool that allows you to record straight from a microphone connected to the computer that has the software on. The volumes and pitch can also be adjusted for each clip of sound.