Evaluate the Adverts M3(U20), D2(U20)

LO3 (U20): Be able to produce the planned media components

• How the codes and conventions considered in planning have been met and how this was achieved (U20:M3)
• How the components have utilised understanding of research undertaken on real media products (U20:M3)

When planning for the creation of the adverts for our product ‘PhizzWizzard’, it was important that we took into consideration and researched the codes and conventions which different forms of adverts have. We looked at known and successful brands such as McDonalds, Fanta, Absolut and Pepsi. By looking at popular brands it allowed us to find out what codes and conventions are normally used in adverts and what works best. As well as research we also used visualisation diagrams in order to gage an understanding as to where different conventions would be placed in relation to each other 

Final magazine advert

Codes and conventions 

Slogan 

The slogan for all of our adverts is the same, this is ‘Drink from the fountain of youth’. The slogan remains the same for all three different media forms of our advert in order to create a sense of consistency and branding. As well as this other successful drink companies such as ‘Coke’ and ‘Pepsi’ also keep the same slogan throughout all adverts, regardless of media. When creating our visualisation diagrams we make sure that we would be including  our slogan within the adverts. The use of the visualisation diagrams when planning for our magazine advert was incredibly useful as it allowed us to ensure that all codes and conventions necessary would be included. As well as this the visualisation diagrams gave us an idea of the layout of the advert and where the slogan would be placed.

Colour 

The colours used within our magazine advert were red, purple, black and blue. We used these colours as the combination of them is eye catching and the black background draw attention to the bright red ‘PhizzWizzard’ can. During pre-production we used planning tools such as creating a colour scheme for our campaign. Doing this allowed us to have a starting point and an understanding into what the main colours of our adverts would be. Our original colour scheme featured sheerly of red, burgundy, purple and dark purple. However we changed this during the production stage in order to appeal to our secondary male audience and to make our advert more vibrant.

Imagery

When planning what the elements of our imagery would be for the magazine advert we used a mood board as to give us a general feeling of the sort of atmosphere we were aiming to create. Our mood board included images which related to the target audiences as well as the genre and colour scheme. We took a lot of inspiration from this in our final magazine advert, such as the use of images of retro sweets, strawberries and patterns. As well as this all the images in our magazine advert relate to the same red colour scheme as the mood board.

Social media

Including social media links are a key convention which magazine adverts have, due to this we ensured that we would include these in our advert. During planning we used a visualisation diagram to help us gage an understanding as to where and how we could include these links. As well as the diagram we also looked into and researched existing magazine adverts. We ended up including Twitter, Instagram and Facebook as these were the social media platforms we found to be the most used in adverts as well as popular with our target audience. 

QR Code

During our research and planning of magazine advert codes and conventions, we saw that QR codes were prominent. Due to this we made the decision to include one. Another reason that a QR code was included was because the conventions of a magazine advert don't generally allow for lots of information/text about the product. This meant that we had to find other ways to inform our audiences. By including a QR code those interested in our product could scan it and be taken to the ‘PhizzWizzard’ website where they could find more information e.g. price and ingredients.

Research 

The slogan for our magazine advert is ‘Drink from the fountain of youth’. When generating ideas for the slogan we researched into other successful fizzy drink companies. We took inspiration from Pepsi’s slogan, ‘Live for now’. Pepsi’s slogan an an emphasis on the present whereas our product aims to create nostalgia take take consumers back to their youth. Due to this we took inspiration from the focus on time Pepsi has and twisted this to fit our campaign; resulting in our final slogan of ‘Drink from the fountain of youth’.

When deciding on what imagery would be included in the magazine advert we once agin researched into competitor brands and their unique codes and conventions. From we found Fanta, Fanta uses imagery on their magazine adverts and bottles/can which reflect the taste of the drink. We took inspiration from this and related to our product’s taste of strawberry laces. This resulted in the use of strawberries and the colour red in our magazine advert.

In terms of the colours used in our magazine advert we took inspiration from the mood board we created but we also researched into our competitor advert of ‘Coke’. When looking into ‘Coke’ we felt that their bright red colour scheme was iconic and created a statement; we wanted to do this with our campaign. Due to this we took inspiration in terms of colour however altered it to fit and reflect the ‘strawberry’ flavour of the drink. This resulted in our main colour of bright red. The other colours we ended up using in the magazine advert were blue, black and pink. 

Whilst researching into other soft drink adverts, we became aware that social media link were often placed on magazine adverts. Due to this we included these links in our visualisation diagrams and then our final magazine advert. When researching into Pepsi, one of our main competitor, we saw that the social media links that they had were Facebook, Instagram and Twitter. We took this on board and with further research became  aware that these were the social media platforms which related the sot to both of our target audiences. Through researching into the different soft drink adverts we became aware of the fact that social media links are a key code and convention of magazine adverts.

Final billboard advert 

Codes and conventions 

Slogan 

Alike to our other print advert, our slogan remains the same. ‘Drink from the fountain of youth’ was the final slogan we came up with, this came from various research into advert conventions, competitor adverts as well as our visualisation diagram. Our visualisation diagram for the billboard advert allowed us to gage an understanding as to where different elements would be placed in relation to one another. From this it was decided that our slogan would be in a larger font than the magazine advert. Despite our end product not turning out exactly like the perviously made visualisation diagram, inspiration was drawn from it and allowed us to abide with the various codes and conventions.

Colour 

The same colour scheme as been maintained through both our print adverts as well as our video advert. When researching into codes and conventions we became aware that a set colour scheme is a crucial element of a successful adverting campaign. We created a colour scheme during the pre production process to give us a basis to work from when producing the adverts. A large amount of inspiration was drawn from this colour scheme however the final colours used varied slightly; this being blue, pink, red and black.

Imagery 

Despite the imagery not being as prevalent in our billboard, we still wanting to create a sense of branding between both the print adverts. Due to this we included the same image of a strawberry which we had in the magazine advert. When deciding on what imagery to use, we consulted the mood board which we had previous made. Doing this allowed us to make an informed decision about images related to our product and the overall atmosphere we were aiming to create. The use of a strawberry also reflects the flavour of our drink. 

Social media 

Once again alike to our magazine advert, we included the same forms of social media. However we enlarged these icons as to abide to the conventions a, larger, billboard advert. We included links to the PhizzWizzard Instagram, Twitter and Facebook pages as these related to the technology habits of both our target audiences. The codes and conventions of a billboard advert do not allow for a large amount of text, to compensate for this the social media links give the audience a way to find out more about the product if desired to do so.

QR Code 

The use of QR codes in billboard adverts has been rising in relation to smart phone technology developments. From researching into advertising codes and conventions, especially in relation to billboards, we became aware that it would be important to include a QR code in our advert. We ended up including a QR code in both of our print adverts in order to create consistency and maintain a sense of branding. When scanned, the QR code featured will automatically take our audience to the PhizzWizzard website where they can access more information about the product ( e.g. price and ingredients) and find social media links.

Research 

In relation to what was previously said in term of research for the slogan for the magazine advert, the same applies for the billboard advert. However differing form the magazine advert, there a slightly different codes and conventions for the slogan of a billboard advert. When researching into successful billboard adverts for soft drinks, such as Pepsi, we became aware that, even in relation to other text on the billboards, the text size of the slogan was visually much larger. We took this research into account when creating our billboard visualisation diagrams. Inspiration was taken from both research and our diagram when creating the final product.

When researching in to the imagery used by other soft drink brands in billboards, we once again came across Fanta. Similar to what was said in relation to magazine advert imagery, Fanta has images of an orange on its billboards; this creates a clear sense of what the flavour of the drink is. Alike to Fanta we decided to use a cartoon image for our billboard. We drew inspiration from our mood board as well so that the image chosen would reflect the atmosphere of nostalgia we were aiming to create. Unlike the magazine advert, not as many images were used. This was because we wanted our billboard to minimalistic and eye catching, we felt that the over use of strawberry images could potentially take away from this.

There is an obvious link between the colours used in the magazine advert and the billboard advert; this is because they both abide with the colour scheme we created. When researching int other drink campaigns we became aware that one set colour scheme is a key convention which could be maintained across all forms of media used. When looking at ‘Coke’ it became clear that red was obviously a very eye catching colour. We drew inspiration from this for multiple reasons such as the red colour reflects the strawberry taste of the drink.

The social media links on the billboard where chosen after much research into competitor brands. When looking into billboard codes and conventions, social media links were prevalent in almost all. We drew inspiration from this and chose social media links which reflect the technology habits of our target audience. As well as this, we also included a QR code. We included this as it provided an accessible and instant way for audiences to access the PhizzWizzard website and then be provided with social media links.

Final video advert 

Codes and conventions 

Voiceover 

At the end of our video advert we made the decision as to include a voiceover. We did this as to provide more information on the product, such as the price and where it is available. Voiceovers are commonly used in video adverts, due to this we thought it would be important to include this code/convention. The voiceover was done by the actor at the beginning of the video. This created a sense of continuity, as well as appealed to the secondary audience. 

Music 

Music is a code and convention often featured in video adverts. We included this as to create atmosphere in the video. The video started with non diegetic slow piano music, this reflected the tone of our film. Once presented with the PhizzWizzard can, the music changed. We chose a song from the 80s as to relate to our retro theme and appeal to our audience of 30-39 year olds. This diegetic piece of music created a happy atmosphere. We included music as one of our codes and conventions to appeal to our target audiences.

Special FX

The video advert started with the film purely in black and white, we did this to emphasis the retro ‘old fashioned’ feeling and add to the dreary atmosphere. We edited the advert so that the film was grainy and reflected the dull scenery. When the PhizzWizzard can comes into shot we included the code and conventions of special FX. We added in an explosion as to show how powerful and impactful our drink is. Including special FX also abides by the codes and conventions of a video advert. As well as this, once the drink appears the film becomes colourful, this creates a juxtaposition and exaggerates the drink. We made our film in colour to abide with modern codes and conventions.

Editing 

When editing our film, we made sure to abide with the codes and conventions of a video advert. During the first half of the video we aim to portray a dull, solum atmosphere; we demonstrated this through the lack of cutting. By not cutting and changing scenes regularly our film reflected the dreariness we wanted to create. During the second half of the video, scenes change and are cut much more often. We did this as to create an energetic fast paced atmosphere. Doing this also related to the music chosen and the overall feel of the video.

Research 

Voiceover 

When researching into advertising conventions, we became aware that it would not be possible to include large amounts of text within our video. As we wanted to include information about our product we researched into how competitor adverts inform their audiences. Whilst researching into Pepsi’s video adverts, we became aware that almost all of them had a voiceover. When looking further into this we found out that the voiceovers were often done by those of a target audience. We reflected this code and convention in our video advert by having our main actor do the voiceover. Doing this appealed to the target audience of males aged 30-39.

Music 

Music is one of the most popular codes and conventions of a video advert. Due to this we decided to include music within our advert. We created a story board during the pre-production process in order for us to understand when we would want the music. When researching into Dr Pepper, another competitor, it became clear that the music chosen for adverts often reflected the atmosphere they were aiming to create. We included sad piano music as one of our codes and conventions at the beginning of the video in order to add to the dull and depressing atmosphere we wanted to create. Once our product, PhizzWizzard, was on screen the music changed to a happy retro song. The music we chose related to our target audience as well as the genre and atmosphere of the video.

Special FX

As one of our genres relates to feelings of magic, we included codes and conventions of special FX to reflect this. When looking into competitor adverts such as Fanta, we became aware that special FX were often added in order to add to an atmosphere. To meet this code and convention we added in special FX such as an explosion and glittery stars. Doing this related to the magical retro genre. We also added filtered to our film to reflect the mood. The beginning of the advert is done in black and white, this then changes to bright colours when PhizzWizzard appears. We included filming black and white as to appeal to our target audience and add to the retro feel.

Editing 

During the pre-production phase we created a storyboard, this was a helpful tool as it give us an idea when we would cut and how long each scene would last. As well as this we researched into the video adverts of competitors. When looking at adverts made by Coke, it became visible that when a happy atmosphere was trying to be created, scenes were cut and changed often. We took inspiration from this when editing and planning our video advert as we wanted it to abide to professional codes and conventions. This was shown during the second half of our video advert when the actor is drinking PhizzWizzard and become ‘young again’. 

What we didn't include 

Despite all the different codes and conventions used in the various different forms of media, there were some which we did include. One important code and convention of print adverts which we failed to include was the price of our product. We resolved this issue by the social media links provided which could give our audiences more information if desired. As well as price we also failed to include our company logo, this meant that our consumers did not know who the creator of the product was. If we were to create these adverts again we would make sure that the perviously mentioned codes and conventions would be apparent in all forms of advert. 

How the technical and aesthetic properties of the adverts meet the requirements of the client brief and the pre-production plan you made (U20:D2)

Throughout both the pre-production and production process, the requirements of the brief played a large role. When construction technical and aesthetical properties of the adverts, we took into consideration the explicit requirements of the brief.

The first requirement of the brief mentioned was that the production has to be named PhizzWizzard. We made note of this in the preproduction phase through the visualisation diagrams of our adverts as well as the logo. In our video advert we included the production name in multiple ways, this included through showing the can, a voice over and by showing the logo. As well as this we made sure as to include the product name in all of our print adverts as to abide with the client brief and fit the codes and conventions of adverts. It also enhanced brand identity in order to support the campaign and increase brand awareness. 
 

The next requirement was for the drink to taste of strawberry laces. During the preproduction phase we met this requirement through the imagery we included in the visualisation diagrams. Within all forms of advert we have included images of strawberries to represent the taste. As well as this on the images of the can, we have written ‘tastes of strawberry laces’. By including ht images of strawberries the consumer would have an instant connection in their head between our product and the taste of strawberries. Our colour scheme was also created around the idea of a strawberry taste, due to this we included colours such as red, pink and purple. We did this as to meet the client brief and so that our consumers would have a clear understanding of what the product would taste of.

In relation to the taste of the product, another requirement from the brief was for the drink to be red in colour. Despite the inside contents of the can not being shown in the adverts, we still met this requirement. We did this through the colour scheme developed during the preproduction phase. The colour scheme created related to the taste of strawberry laces and strawberries; due to this it was red. As the client requested for the drink to be red, we created a colour scheme focused around shades of red. Doing this meant that consumers would rightly assume that the drink would be red; therefore meeting the requirement. 

The forth client requirement from the brief was for PhizzWizzard to only be sold in cans. We demonstrated this through all of our forms of adverts. In our video advert we did this through having our actors hold the can and in our print adverts we did this through including an image of a can. During the preproduction phase we used tools such as visualisation diagrams to plan the aesthetical properties of the adverts. We incorporated the can props within preproduction and the shot by shot created, doing this ensured that the aesthetic element of the can would be included within the filming process. By using visualisation diagrams and the shot by shot, we included imagery of cans and therefore met the client brief. By including a realistic can within our campaign, it supported the message of the campaign and illustrated clearly to our audience how to consume the product. The only element that could have been enhanced was by putting the label of the drink onto the can in post-production.

Visualisation 

In terms of who the product would target, the client mentioned two different target audiences. The first being those in their 30s. During the preproduction phase we included this by having our secondary audience as those in aged 30-39. By having this as our secondary audience, the brief was met. Further more we created our adverts so that the would target this audience. Our print adverts were made so that they would create a retro feel. Our video advert targeted those aged 30-39 through the casting of a man this age. By having an actor the age of the secondary audience, the product would automatically appeal to them and the adverts would feel relatable. We incorporated our target audience through the use of the mood board made during pre production. The mood board created reflected the needs and interests of the target audience along with the atmosphere we were aiming to create with the drink. We met the client requirement through doing this.

Moodboard

The other target audience which the brief mentioned was those aged 13 to 18. During the preproduction phase we met this requirement through making this our primary target audience. We met this requirement through technical properties of our adverts such as the price which related to the disposal income of school aged children. In terms of aesthetic, we met this requirement through the cartoon imagery of strawberries. In our video advert we also cast someone aged 16, doing this appealed to the primary target audience and made the advert relatable. Through these different methods we met this requirement of the brief. Additionally, our treatment helped to reinforce this idea when discussing the character.

The next requirement was for the adverts created to be a billboard, magazine and video. During preproduction we met this requirement through researching into the different conventions that all of these forms of adverts had. After researching we created visualisation diagrams for the print adverts and a story board for the video advert. Through using these preproduction tools we became aware of what technical properties to include as to meet the brief. In terms of aesthetic properties; we related all codes and conventions such as imagery to other requirements of the brief e.g. target audience. For the technical properties we used the research we had done so that our adverts would meet codes an conventions as well as meet industry standards. We included all these different forms of adverts so that they would appeal to a wide audience. We had to ensure that our actor filled out model release forms during the preproduction phase. As they were under 18, these had to be completed by their legal guardian. Doing all this meant that our final products fit the client brief. 

The final client requirement was for the advert to be shown on social media and the Carter drinks website. Despite deciding not to create specific social media adverts, we took this into consideration in the preproduction phase. One was that this client requirement as met was by including social media links on the print adverts. Doing this created a way for the audience to find the related social media pages. As well as this, our video advert was uploaded to YouTube, this allows for the video to be shared and commented on. Through these different ways we met this element of the client brief. 

Throughout the whole campaign, the client requirements were the main thing which we worked around. Every element included within the campaign can be related and justified by the client brief. We analysed the brief and took it into consideration during preproduction so that our final materials would abide by the requirements. As well as this, at the start of the process we sent in a research portfolio to Carter drinks as to demonstrate  our understanding of different products that are produced within and across media industries, and how existing advertising campaigns embed adverts across a range of products.