Introduction
This blog post will include the information on how and if our advert adheres to the CAP/ASA codes and legislation to ensure that our media product has gone through the legal and ethical considerations.
Considerations
The following bullet points are the top 10 reasons as to why people find adverts breaking legal and ethical considerations. So to ensure that our advert does not cause offence to the viewers, we will ensure that we have considered all of the items. If any factors are unavoidable, we must find a way of protecting those in harm.
misleading information (based on price, before and after shots, editing, statistics, post-production techniques, etc) - We will ensure that we do not place any misleading information as we are only promoting our store brand, there will be no prices, purely products that will be available from our brand. We will do editing, but only on the recorded scenes, the models or products will not be altered in anyway for false enhancing.
depiction of women - We may have a few issues on the way our female model will be depicted as we want her to look attractive, but we will ensure that our model is and looks 18+ and we will not portray her in a majorly sexual manner.
depiction of men - The male model will also be depicted in a attractive manner, but again we will ensure he is and looks a appropriate age and is not shown in a over-sexual manner.
depiction of animals - Our advert has no use of animals
depiction of children - Although our advert is aimed at 16-23 year olds, we will not be using any models under the age of 18 to ensure we do not have any use of under-aged models.
sex - Our advert will be using methods which will make our models attracted to each other, but the pure focus of the advert is the outfits, we will not be including any blatant sex shots.
religion - The theme of our advert is fashion, and we will try not to include any aspects which include religion (unless pure for fashion trend reasons, e.g. the Cross)
language - There will be no use of diegetic sound in our advert, only the soundtrack of Justin Timberlake - Suit and Tie. The lyrics for the song have been checked and there are no harmful content in the soundtrack.
race - We have tried to use models of different races to ensure we do not cause offence or favoritism to nay particular race. We want our advert to reach all races within our target audience to have a higher viewer rating.
disability - We have ensured not to cause any offence to disabilities or health issues within our advert
One issue which may cause some controversy is that our advert will include the use of alcohol and Sheesha smoke use. This is harmful upon younger viewers as they will be easily influenced. Also, because our target range is 16-23, many of them may be under-aged amongst the issue of alcohol and drug/smoke use so we have decided that our advert will be a watershed advert, which means it will only appear on air after 8pm and banned from children channels/timings.
In this blog post, I am going to research and present the findings of any production research needed towards our fashion advertisement. My media product will be a low budget product, so costs will be reasonably low.
Resources:
Personnel:
(1) The personnel needed for the production of my short media product will be a producer, director, researcher, script writer, equipment operator (camera, lights, sound), editor, actor/actresses, set/location designer.
All of these members must be asked for permission and I must take into account of costs to the personnel.
Talent
Talent needed for each member of personnel must be based on the experience and qualifications achieved.
E.g. director must have previous experience, models must have modelling/performing experience, editor must have qualifications on editing software/hardware.
Finance
(refer to costs)
Suppliers/equipment
(2) Suppliers are needed to get the appropriate equipment and resources needed. The equipment needed to help in making my product are;
camera
tri-pod
microphone/audio recorder
boompole
dolly/tracker
lighting
editing software/hardware (Photoshop, computer basics (monitor, keyboard, hard drive, mouse) camera accesories, headphones/speakers)
The props that need to be taken into account for the purpose of the production are;
All of these equipment will need to put into costs/budgeted.
Facilities
The facilities that are available to allow me to plan and create my media product are at home, the work place (schools), public facilities (library, internet cafes, etc).
I must take into account if any costs are needed when using these facilities, e.g. usage fees, electrics, printing costs, etc).
Locations
For our media product, we have chosen to set our locations in Sidney Stringer Academy theatre, as we need a wide enough space to place the large backdrops and need the appropriate lighting.
Logistical support
Logistic support is taking into consideration on the equipment used and the costs to help us move our equipment and personnel from each location.
As all of our production will be done within the same building, we do not need to rent out any vehicles to help us with mobility.
Costs:
All of these costs are estimated according to research through primary and secondary research. This is not the finalized amount and it will be used to help budget my finances. (3)
Personnel:
producer (£50)
director (£50)
researcher (£45)
script writer (£45)
equipment operator (camera, lights, sound) (£20)
editor (£50)
per actor/actresses (£35)
set/location designer (£20)
TOTAL: £315
Suppliers/equipment: (4)
camera (£300)
tri-pod (£20)
microphone/audio recorder (£25)
boompole (£35)
dolly/tracker (£70)
lighting (£15)
editing software/hardware (Photoshop, computer basics (monitor, keyboard, hard drive, mouse) camera accesories, headphones/speakers) (£500)
black, white and patterned backdrops (Borrowed/rented for free) alcohol bottles (£7) sheesha pot (Borrowed) chair (Borrowed) clothing items (clothes, shoes, jewellery, accessories) - (Models bringing own) Make-up/hair products (Models bringing own) projector (Borrowed)
TOTAL: £972
(Some of the equipment prices have been estimated from Amazon.co.uk)
Facilities:
Home (£20)
Work environment (schools) Free
Library (£5)
TOTAL: £25
Locations:
Sidney Stringer Academy theatre (£0)
FINAL TOTAL: £1312
FINAL BUDGET: £1500
Placement:
My finalised media product will be webcasted, which means I will place the video on YouTube.com and it will be available to download and share on other websites, e.g. Blogger, Facebook, etc.
Introduction
This blog post will include the information of a shooting schedule and the equipment list for our television fashion advert.
Equipment list & Location
We have decided to shoot our television advert in the Sidney Stringer Academy theatre for three consecutive weeks (11/03/13, 18/03/13, 25/03/13). We have gained permission to use the location for the three weeks from the timings of 1.00pm - 4.00pm.
The equipment and props that we need by the 11th March 2013 are;
Music device (to play sound track to help us remember/include the beat of the songs)
Shooting schedule
Date
Task
What
needs to be done
04/02/2013
Pre - production
Got the brief and mind mapped ideas down
for our advertisement product.
Carried out tasks like;
-Mind map
-mood board
-word board
11/02/2013
Pre - production
Finalised out theme and idea for our
advert. Did some research on similar existing fashion adverts.
Carried out tasks like;
-Storyboard
-mind map
-Analysis of existing adverts
18/02/2013
Pre - production
Added structure to our advert idea.
Brainstormed ideas for start middle and end. Product forming.
Carried out tasks like;
-Story board
-mise-en-scene
-considering target audience
-characteristics of advertising
25/02/2013
Pre - production
Carried out various pre-production tasks.
Carried out a focus group for further research ideas on our product.
Carried out tasks like;
-Focus group filming
-treatment/proposal
-risk assessment
-music/sounds
04/03/2013
Pre - production
Carried out various pre-production tasks.
Got permission for location and models.
Carried out tasks like;
-looking and asking for permission for
location space and models
-collecting and gathering props
-working out the budget
11/03/2013
Production
Filming first part of advert (Males scene)
Carried out tasks like;
-Setting up
-getting the model ready and revised of the
scene
-directing and recording scenes
-being aware of health and safety risks
18/03/2013
Production
Filming second part of advert (Females
scene)
Carried out tasks like;
-Setting up
-getting the model ready and revised of the
scene
-directing and recording scenes
-being aware of health and safety risks
25/03/2013
Post - production
Editing the collected scenes so far (female
part) on Adobe Premier Pro CS4
01/04/2013
Holiday
-
08/04/2013
Holiday
-
15/04/2013
Post - production
Editing the collected scenes so far (female
part) on Adobe Premier Pro CS4 and finishing off any incomplete blog work
22/04/2013
Production
Filming final part of advert (Male and
female joining)
Carried out tasks like;
-Setting up
-getting the model ready and revised of the
scene
-directing and recording scenes
-being aware of health and safety risks
29/04/2013
Post - production
Editing the collected scenes so far (female
part) on Adobe Premier Pro CS4 and finishing off any incomplete blog work
06/05/2013
Post - production
Deadline for media production. Evaluating
and receiving feedback.
The shooting schedule does not include any out of hours filming or work. Tasks will also be carried out throughout the week to ensure we keep on top of our schedule.
Introduction
This blogpost will contain scanned images of our formal risk assessment and equipment checklist sheets to show consent before starting our production (filming) of our fashion advertisement.
In this blog post, I will discuss and highlight the risks and health and safety issues for our one minute single camera production.
Risk assessment
1. identify the hazards
The hazards that might be involved within the production of our media product are just minor injuries like tripping over wires and injuring on appliances. But no major harm and hazards will be a threat.
We are highlighting the main aspects that could bring harm to actors while we are filming our advertisement. The risks which may occur are;
Trips and accidents could happen due to wires and obstructions from camera wires and other props
The electrical equipment may over heat so we need to be aware of the temperature of the equipment
We need to be aware of our backgrounds as they will be put up, ad they will be held up by stands, which means it will be unstable. We need to make sure that the backgrounds are secure and does not danger anyone.
2. decide who might be harmed
The people who may be harmed are the filming crew and the actors/actresses in the product.
3. Precautions and solutions
The precautions and solutions that we can do to ensure the safety of the people involved in the production of the film are making sure we follow safety procedures when handling goods, and putting up signs and informing people of any hazards which may occur. Bibliography http://www.hse.gov.uk/risk/threesteps.htm (06/12/2012)
Introduction
This blog post will include information on the techniques, styles and strategies that will be used in our advert to make it more effective to the viewer. It will also comment on any media theories that may be applicable to our advert.
Persuasive techniques gaining attention: (shock, humour, surprise) An easy way of gaining the attention of customer is to create a media product that will shock or release energy/feelings towards a customer. These are more effective because it will gain a reaction from the audience more, thus making sure that they remember the advertisement.
The reason why we are using techniques to gain attention is so the audiences' mind and attention will be fixed on the advert, and they will be attracted to keep a interest on what is happening. This will give a higher chance of ensuring that they take the advert on board and the messages and subconsciously received (communication).
We are going to make sure we get their attention by the use of alcohol bottles/Sheesha pipe as these props are quite contradictory in a fashion advert.
Music: Music is a effective way of setting the mood within a advertisement because it help to portray the message using sounds, jingles, music tracks, etc. A slow paced song sets the mood of relaxing or sadness, whereas a fast paced son will help make the advert energetic.
The use of non-diegetic music in our advert is going to be our only auditory sound, as we are going to only include the soundtrack "Suit and tie - Justin Timberlake ft. Jay-Z". We have chosen this song as it relates to our theme and message that we are trying to convey to the audience.
attractive people: the persuasive technique of using attractive people within a advertisement is a effective in gaining customers for a product/service because the viewers are attracted in the people, which grabs their attention, and the message conveyed in the advertisement is picked up consciously.
One of the main points and strategies that we are focusing on for our fashion advert is using attractive people. This is because the purpose of a fashion advert is looking good, feeling confident and attracting people. So we made sure that we use attractive and professional models to help us with our advert as it will give a more professional look. repetition of product name:The technique of using repetition of the product name is to help establish the name in the target market's mind, so they will not forget the product, and they will be able to recognize it if the see the product anywhere else.
As we have no diegetic speech/jingles or any other way of promoting our brand, We are going to visually show repetition of our product name/logo at the start and end of the video as this is the only way that the audience will recognize and be familiar with the company.
We have chosen to only promote our advert visually as the music used in the background is important that it is not interrupted and "light travels faster than speed" so customers will see and retain the logo in their mind faster than hearing a jingle. Strategies Amazing products/services: By showing that the product/service (that the advert is based on) is amazing and works efficiently is so customers would be more persuaded to purchase it.
Our advert will be using the strategy of using portraying amazing products by ensuring that the clothing modeled in the scenes is the center of attention. This so viewers are clear on what products we offer and to help fulfill the purpose of the advert.
Ideal social groups: Ideal social groups is a strategy which helps create a ideology in the minds of consumers, which is that is you buy/use the product/service being advertised, you will be part of a perfect social group.
The use of the strategy "ideal social groups" is going to be used in our advert to show that if you purchase our clothes, or use products from Lumiere, you will fit into a more niche market, and instantly become more stylish, and attract more people.
Selective editing: Selective editing is a strategy used by advertisement creators to edit the footage filmed according to the message they wish to portray. They usually use clips that show the product in it's best form. This is to show the audience how well the product works.
Selective editing will be used in our advert as we will be taking various shots and angles of the models in their clothes to help us create an effect of "flashy photographer scenes" as well as ensuring that the audience sees the product from its best angle.
Laura Mulvey theory - Male Gaze
Laura Mulvey's "Male Gaze" theory says that in media, the men are predominantly the protagonists and the women are portrayed in a view of sexual objectification which exploits the gender. She says that through the media, they continue the patriarchal view of men being the dominant sex and females are used just to attract viewers and make the film more attractive/sexy.
Our advert will include aspects of the male gaze theory because we will be using the female model to make our advert more sexy by taking close up shots of her lips when she is blowing the smoke, etc. The female will be used more than the male to make the advert seem more attractive because as Laura Mulvey mentions, the female is used more as a sex object as opposed to men.
But our advert wont use the female for purely objectification purposes as our brand will offer products for women too, so the female model is equally as important as the male to help promote our clothing.
This blog post will include information on how our advert relates to the brief and what advertisement characteristics/structures we are going to use. The brief "A new fashion chain has opened and is aimed at 16-23 year olds. They sell a variety of clothing (similar to BANK). They sell hip brands that the edgy fashion conscious want to wear. In response to this, you are to create a one minute advert aimed at the above."
Our idea relates to the brief as we have created a fashion chain called "Lumiere" and it is aimed at fashion conscious individuals from the ages of 16-23 year olds. The aspect that makes our store unique and to make it stand out from other companies on the market is that we are aiming at a more niche market, as we are going to portray a high-fashion status image within our advert.
Customer psychographic profiles and seasonality
We are going to ensure that we capture the correct target audience by using models, props, language and music related to the age range and consumer psychographic. Our audience psychographic profile will be men and women aged 16-34 as that the the age range we are aiming our products to.
As our advert will contain images and light use of alcohol and Sheesha smoke, our advert will only be previewed at water-shed timings (8pm - 4am) and only on more adult channels, (e.g. ITV 2, E4, etc.) to ensure protection for children and to reach the appropriate audience.
Structure of advertisement
The structures that our advertisement will be using are;
"non-linear: a non-linear advert is similar to a narrative advert (it contains a story), but the order of the story is distorted and it does not go in order. These kind of adverts usually include effects such as flash-backs and reverse narrative."
Our advert will fall under the non-linear structure as it will tell as story of a man and a woman partying and then becoming attracted to each other, but it will be portrayed in a non-linear way as the sequence wont be in chronological order and will consist of cuts and edits, going back and forth from characters.
"anti-realist: anti-realist adverts are adverts which are based on fantasy ideology. They use ideas taken from dreams/nightmares and promote a brand's product/services in methods which are creative/not normal. most of these adverts are usually based and created using special effects or CGI (Computer Generated Images)."
Our advert will be based on the anti-realist structure because we are going to place the characters in plain monochrome back grounds, and there will be no natural settings or locations. This would be classed under anti-realist as this doesn't occur in normal/natural everyday life.
"stand alone: A stand alone advertisement is the opposite of a series style. This means it is just a single advertisement which may contain a story and promote the brand's services/products through that."
Our advert will also be classed as a stand alone advert as there will not be a series of adverts continuing the story, the advert will complete the narrative and finish in a cliffhanger ending where the couple are left in the dark/pitch black.
Characteristics of advertising
The characteristics that our advert will possess to ensure that it fulfills the purpose of informing customers of our stores are;
Advantages over similar products: Our advert will ensure that it has advantages over similar products by promoting unique, fashionable clothing which is suitable for daily life and allows the wear to feel "prestigious" due the the brand name. E.g Just by having a River Island branded bag seems more high quality and expensive then a standard H&M one, even if they looked almost identical. We are aiming to build a high profile brand/company with our advert which will rival stores like Zara, Topshop and Mango.
USP (Unique Selling Point): The unique selling point on our advert is the brand name. It is in a different language which makes the company feel successful overseas and as "Lumiere" is a French word, it already seems very fashionable as Paris is seen to be the fashion capital of the world. Lifestyle appeal: Our advert will include characteristics of lifestyle appeal by including props such as alcohol bottles and Sheesha machines. These props relate to lifestyle appeal as we are aiming for the type of audience who like to have a good time/party, have a lot of money (niche market), don't have a care in the world or are very successful and have an intense passion on looking good/fashion. Brand identity: To create a brand identity for our company, we are going to have the name "Lumiere" as the logo in a specific trademarked font. This is because we want to create a effect where everybody knows the name and is instantly familiar with the company by looking straight at the brand name.
We also decided that just the brand name is an effective way of creating brand identity as we do not have to use colour/images to represent it and the logo will be flexible to fit in any situation. and example of a similar logo is the "topshop/topman" logo.
Introduction In this blog post, I am going to post some information for our advert idea. The information that I am going to present are;
- the mood/word board
- the storyboard
- the logo
- chosen brand names
- choice of music
All of the tasks are made to help use develop our ideas for our product.
Mood/word board The mood/word board that I have created for our advert contains themes, images and words which relate to the message that we are trying to portray for our brand.
The trend/style that we have chosen for our advert is going to be monochrome - tailored pieces of black and white clothing.
Our target audience will be of a higher/upper class market of men and women from the ages of around 18-23.
We have chosen to come up with a name in a different language, so we are going to consider words in French or Italian.
Storyboard
This images are our first inital ideas for our fashion store advert. The whole advert will be in monotone colour (Black and white) to give it a old, but high-class and elegant look. Our advert will include intertextuality to the Bond films/images and the Paco Rabanne "one million" perfume adverts.
The scene show;
Slide 1 - White background - shows the company logo in the back and the male model stands upright, appearing in the camera frame (Mid-Shot). This is shown to promote and familiarize our audience to the company.
Slide 2 - Camera pans out quickly (according to the beat of the music) and stops as a long shot of the male model in smart/casual black and white clothing, holding a bottle of alcohol on one hand. This is to show what the model is wearing, which will represent the kind of products we will have available.
Slide 3 - The scene snaps to a close up shot of the mans arm which is holding the alcohol bottle, and he is fixing his cufflinks/sleeve with his other hand. This is to show how the model is "fixing up" and to show that we are aiming at a niche but fun and young market.
Slide 4 - The scene then quickly jumps to the mans shoe, and shows him wiping it, making it look clean and sophisticated. This also shows that we offer mens accessories in our store as well as clothing.
Slide 5 - The advert the fades into a black background with a long shot of a girl sitting/slouching on a chair with sheesha machine by her side. She stands up from her chair and then ruffles/volumizes her scrunched up "bed hair". This is to show the young, spoilt and carefree attitude that the girl has, which is kind of edgy in present times.
Slide 6 - The scene then, switches to a close up shot of her ear, which shows her putting on an earring. This is going to be done to show the audience how the girl is "fixing up" and that we also offer jewellery products to our customers.
Slide 7 - Scene 7 will again cut to a close up shot of the sheesha "waterpot" and the woman's shoe. This is used to show the culture/entertainment of the female model, as well as the shoes to show that we offer these products too. The scene will then slowly fade out, and the girl will be sitting back in the chair with the sheesha pipe gripped in her hand.
Slide 8 - Slide 8 cuts to a close up shot of the side of the girls face, showing her blowing smoke into the air against the black background. This will be shown to have a effect of sophistication and glamour into our advert, as it was seen to be a activity that higher class people used to carry out for socialisation.
Slide 9 - The scene then cuts to a patterned black and white background, with the lights playing up (turning on and off as if it was flickering) and the male and female model is walking towards each other, gazing into each others eyes. The shot starts off as a long shot to show their full outfits, but then zooms in closer and closer to make the audience see the emotions and feel the intensity of the attraction between them.
Slide 10 - The final slide continues from the lights flickering on and off, and when the couple are face to face, the lights switch off into blackness, and the company logo is then shown on the screen again.
Logo
Chosen brand names
Our top three brand names that we have chosen so far for our advert are;
- Lumiere - This means light in French. We think this is a suitable name for our brand as light may help us represent the difference in dark and light, as well as being uplifting to your confidence. Light also resembles pure, so we want to use pure to say to the customers that our main and only focus is to provide high quality fashionable items.
- Le Tendence - This means trend in French. This may be a effective back up name for our company as it follows the lines of fashion/style/trend. It sounds more sophisticated in French, as it is one of the most fashionable countries in the world, which helps to set off a high brand image for our company.
- Tendenza - This again means trend, but in Italian. This is also a good back up name for our company, as again it helps to relate with fashion, but with an Italian twist, it sounds more suave. It helps give consumers a feel of high class quality. Choice of music The choice of music that we are considering to put into our advert is slow r'n'b style music. We want the music to be suave and sophisticated to help establish our brand with the same image. We also want a soundtrack that contains words that portray the similar message to our advert. Our advert will only include the non-diegetic soundtrack and there will be no diegetic sounds or speech (other than what is in the song).
The soundtrack that we are currently considering is Justin Timberlake Ft Jay Z - Suit and tie (http://www.youtube.com/watch?v=KReoTOZK9W8) We have decided that we are going to use approx 40 seconds of the start of the song.
In this blogpost, I am going to be analysing 3 current fashion adverts and look at their websites to see what techniques they use to promote their store and why it works. The three stores I am going to be looking at are, Topshop, River Island and Boohoo. I am going to analyse the adverts using the following questions;
Target audience: Who will buy the product?
Content signs: Signifer and what is signified
Sounds: Diegetic and Non-diegetic
Mise-en-scene: What colours, props and settings are used? Why?
Camera shots:What shots are used and why?
Advertising techniques: what techniques are used and why?
Fashion-conscious women from the ages of 16-25. Topshop is aimed more at a niche high street audience due to the high prices and strong trend setting pieces.
Content signs: Signifer and what is signified
The content signs that are used to signify the messages to the audience are;
- London bus/bridge/landmarks - to show how Topshop is a British founded high-street fashion retailer, which is important as it shows that the trends being showed are British trends.
- Chinese and British model - To signify the clash of cultures and to help portray the message of the Chinese New Year.
- Chinese lanterns - to signify the Chinese New Year and to help relate to the message of wealth and prosperity.
Sounds: Diegetic and Non-diegetic
The sounds used in this Topshop advert are just non-diegetic music called "This Little Light Of Mine" by Berend Dubbe and Gwen Thomas. This soundtrack has been used to relate to the message that the advert is trying to portray. The song is slow and melodious to help the customer feel relaxed and feel the message of the festivities.
Mise-en-scene: What colours, props and settings are used? Why?
Colours: The colours used in the advert are quite dull and grey colours to represent the Autumn/Winter season, and to help portray the messages of "light" and Chinese prosperity easier. The dark colours help to show off the clothing that the models are advertising, as these are what are currently in trend.
Props: The props used in the advert are Chinese lanterns to help signify the message of the Chinese New Year. The clothing displayed in the advert are also props, as it helps to represent Topshop and the type of clothing they offer.
Settings: The settings used in the advert are famous London landmarks to help represent the British based Retailer.
Camera shots:What shots are used and why?
Some examples of the camera shots used in this advert are;
- Close-up shots - To focus on the clothing items and help send a stronger message to the audience on the trends or products of Topshop.
- Long shots - The extra long shots are used to capture everything in the scene and to inform the views on the surroundings and full outfit of the advert.
- High angled shots - To help represent the confidence of the models and to capture the sky/lanterns in the sky, which helps portray the message of the Chinese New Year.
- Low angled shots - To relate to the mood and colour of the advert. The low angled shot helps to represent belittling, but this technique is used to help symbolize as if a higher/spiritual presence is looking down upon the models.
Advertising techniques: what techniques are used and why?
Some of the advertising techniques used in the Topshop advert are;
- jingles, music and sound devices: The use of jingles, music and sound devices help to make and advertisement more appealing and help persuade customers to watch it because it uses the attraction of sound to help grasp the customers attention. Also, by including music/jingles, it helps to set the mood of the media product and the type of message the brand wishes to portray.
Topshop use the soundtrack, "This Little Light Of Mine" to help relate to the message of the Chinese New Year.
- Logos, product design and brand colours: (house style) By including the company logo's, brand colours, house style designs, etc within a advertisement is a effective strategy to use, as it helps the viewer know and realize the brand/company behind the product/service.
This Topshop advert uses the colours and font which are according to the house style of the company to help the customers recognize it and relate it back to its products.
Aimed at fashionable men from the ages of 18-25. The advert is presenting the trends for Autumn/Winter 2012.
Content signs: Signifer and what is signified
The content signs that are used to signify the messages to the audience are;
- The use of old, British cars to show the meaning of vintage "London Boy" style
- Showing use of cameras to portray the "Fashion photo shoot"
- Backstreet London streets to relate to the trend being displayed.
Sounds: Diegetic and Non-diegetic
The sounds used in the advert are both diegetic and non-diegetic. There is use of diegetic dialouge, as the River Island stylist is talking through the trend, as well as use of non-diegetic background music which is like a upbeat/high tempo style music.
Mise-en-scene: What colours, props and settings are used? Why?
Colours: Bright colours, use of red, white, blues and browns to relate to the vintage British trend that River Island are trying to portray
Props: Cars to represent masculinity, and they are old vintage cars, which relates to the era in which this trend was first out.
Settings: The settings are based in a standard back street in London to again, relate with the trend being portrayed. This helps to give the viewers a stronger understanding of the trend, and relates to the intertextuality of old London boy trends like the film, Richie Rich.
Camera shots:What shots are used and why?
Some examples of the camera shots used in this advert are;
- Long shots - To capture the full length of the outfit in the camera shot. This will give viewers ideas on key trends and how to mix/match items to complete the look
- Mid panning up shots - Mid panning shots are used to take a closer look at the key item looks and to help see the full outfit, it pans upwards, like how the human eyes will shift up to capture the look.
- Close up shots - To portray the emotions of the models having fun and enjoying themselves while feeling confident as they are strutting around.
- Extra long shots - The extra long shots are used to capture everything in the scene and to inform the views on the surroundings of the advert.
Advertising techniques: what techniques are used and why?
Some of the advertising techniques that are used in the River Island advert are;
- talking heads: A talking head advertisement is a staged advert and is presented by a worker/customer in their working environment (the River Island stylist in this case). It also contains the feature that the presenter is directly addressing/communicating to the viewer. This advert does this by talking to the audience about the key trend, a little bit on the history of it, and how River Island products can help to achieve that.
I think the structure of talking head was appropriate in this advert as it allows the stylist to endorse to the audience directly, making the audience feel special and informed on how they can achieve the same look.
- Amazing products/services: By showing that the product/service (that the advert is based on) is amazing and works efficiently is so customers would be more persuaded to purchase it. This advert does this by using only River Island products to help get the achieved look.
I think this a really effective strategy on getting customers to buy the product as it shows how the product achieves their desired look/function and it helps to ensure that they show the consumers that this is the product/service they should go for as opposed to their competitors.
- expert witnesses: By using expert witnesses within a television advertisement is a similar approach to using facts and statistics. Including expert witnesses as a persuasive technique helps the product/service seem more reliable and effective to use as experts seem to have more valued opinions on matters, so their comments will be taken into account by the target market.
In this advert's case, they have used expert advice from the stylist, as he knows how to work the trend and how to achieve it. If the audience see that the information is coming from a actual stylist for the company, they will be more sure that they have or can achieve the look.
Aimed at both males and females from the ages of 16-23. Appealing to fashion conscious and trendy individuals as it it presenting new trends for Spring/Summer 2013.
Content signs: Signifer and what is signified
The objects that are used within the advert to help signify the purpose and products of the online store are;
- The fashion/clothing products
- Strobe/Pipe lights to represent the catwalk and glamour
- Catwalk
- Transition shift in background to show new trends and change in seasons
Sounds: Diegetic and Non-diegetic
The sounds used in the advert is a non-diegetic soundtrack called Freedom On The Dance Floor
Written by Nanchang Nancy and Rich House
Mise-en-scene: What colours, props and settings are used? Why?
Colours - First in dull settings were coloured dull lights and then the room brightens a little with use of lots of purple/blue/green to help relate to the trend. Then the trend shifts to monochrome and the room is lit up with black and white patterned backdrops to represent the monochrome trend.
Props - The props are the models to help present the clothing items.
Settings - The settings used for the advert is a basic studio to help create a graphical setting for the company to show its creativity and originality.
Camera shots:What shots are used and why?
The advert uses loads of shots to represent snapshot taking on a catwalk or red carpet. some shots that were used were;
- Low angled shot - to show authority and status of the clothes, boosting confidence and ego.
- Close up shot - on walking boots to present the product
- Long shot - to show the full outfit and how it was styled.
Advertising techniques: what techniques are used and why?
- attractive people: the persuasive technique of using attractive people
within a advertisement is a effective in gaining customers for a product/service
because the viewers are attracted in the people, which grabs their attention,
and the message conveyed in the advertisement is picked up consciously.
The Boohoo advert uses flawless and attractive models to help present their clothes.
- jingles, music and sound devices: The use of jingles, music and sound
devices help to make and advertisement more appealing and help persuade
customers to watch it because it uses the attraction of sound to help grasp the
customers attention. Also, by including music/jingles, it helps to set the mood
of the media product and the type of message the brand wishes to portray.
The advert uses upbeat and modern type of music to show how it is up to date and on trend. At the end of the advert, it displays and says the company name, which is also the slogan "boohoo.com".
- Selective editing: Selective editing is a strategy used by
advertisement creators to edit the footage filmed according to the message they
wish to portray. They usually use clips that show the product in it's best form.
This is to show the audience how well the product works.
The advert shows proof of using selective editing as the camera shots are cut and edited quickly to help gain a effect of photography, as well as presenting the products in a effective form.
