Monday, 25 February 2013
Relating the brief to our idea
Introduction
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.
Monday, 11 February 2013
Adding structure of advert idea
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 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.
Wednesday, 6 February 2013
Analysing existing fashion advert/websites
Introduction
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?
Topshop - http://www.youtube.com/watch?v=sZl9GiVnh0Y
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?
River Island - http://www.youtube.com/watch?v=xMpF_D-El0U
Target audience: Who will buy the product?
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;
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;
Advertising techniques: what techniques are used and why?
Boohoo - http://www.youtube.com/watch?v=9PnDK87Uyc8
Target audience: Who will buy the product?
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?
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;
Topshop - http://www.youtube.com/watch?v=sZl9GiVnh0Y
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.
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.
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.
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.
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.
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.
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
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.
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.
- 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.
- 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.
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.
Boohoo - http://www.youtube.com/watch?v=9PnDK87Uyc8
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.
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
The sounds used in the advert is a non-diegetic soundtrack called Freedom On The Dance Floor
Written by Nanchang Nancy and Rich House
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.
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.
- 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.
Monday, 4 February 2013
Advert planning - The brief & notes
Introduction
This blogpost will show the information on our brief for our advert and present some scanned images of notes that we wrote for ideas.
The brief
A new fashion chain has opened and is aimed at 16-23 year olds. The sell a variety of clothing (similar to BANK). The 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.
You will being by researching current stores/brands and look at what adverts there are currently. Write about what techniques are used, etc... Then begin on the following:
- Mindmap of ideas
- Researching existing adverts
- Gathering information and ideas
Scanned images
Overall analysis of fashion adverts:
Brief notes on advert ideas:
Notes for analysis of existing adverts:
Notes for analysis of existing adverts 2:
Mindmap of overall adverts:
This blogpost will show the information on our brief for our advert and present some scanned images of notes that we wrote for ideas.
The brief
A new fashion chain has opened and is aimed at 16-23 year olds. The sell a variety of clothing (similar to BANK). The 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.
You will being by researching current stores/brands and look at what adverts there are currently. Write about what techniques are used, etc... Then begin on the following:
- Mindmap of ideas
- Researching existing adverts
- Gathering information and ideas
Scanned images
Overall analysis of fashion adverts:
Brief notes on advert ideas:
Notes for analysis of existing adverts 2:
Mindmap of overall adverts:
Thursday, 31 January 2013
Analysing seasonal adverts
Introduction:
In this blog post, I am going to analyse three seasonal advertisements. The areas of the adverts that I am going to look at are;
- Product: What's being advertised?
The IKEA company and products - Furniture and storage equipment for spring cleaning.
- Plot: What happens in the ad?
A couple try to get hold of each other, but they are restricted because of all of the junk in the room which is holding them back. So in frustration and determination, they clear up the house super fast and find each other again in the cleanliness.
- Target audience: Who will buy the product?
The target audience would be aimed at home owners, preferably the younger and more stylish market and university students. around the ages 19+.
- Content signs: Signifer and what is signified
shoes and jewellery accessories - represent the female side of the room and the mess
books, movies, DVDs and CDs - represents they are a young couple or students as they are up to date on the latest entertainment media (music and movies).
Piano - signifys love as it is usually a romantic instrument and quite old and gloomy tones are played which helps to set the mood.
- Sounds: Diegetic and Non-diegetic
Non-diegetic sound track. Young/indie style music to help represent to the target audience. The lyrics of the song also relate to the plot and story of the advertisement.
- Mise-en-scene: What colours, props and settings are used? Why?
Colours - the colour scheme first started out all dark and gloomy to represent cold, unclean, upset, loneliness and after it is cleaned, it is clear, white and light to represent cleanliness, inviting, pure and optimism/happiness.
Props - The props used in the advert are all household items to help set the scene of a young couples home and storage/furniture products from IKEA to endorse it within the advertisement.
Settings - The advert is set in a home to show the main target place for IKEA products. The advert aslo makes the house as a maze of clutter to help represent that they are lost.
- Camera shots:What shots are used and why?
Close up shots - on the characters faces to show emotions and on the products to help fit them in the frame.
Birds eye view - an overview shot to show the whole scene and size of the maze/mess.
Mid shots - to show how the characters are cleaning at frantic speed. Mid shot is used to fit the character, actions and emotions in the scene.
- Advertising techniques: what techniques are used and why?
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 uses this technique by showing how good and innovative IKEA's products are as they are tidying, to help promote the products within the 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. Music is used within the advert to help portray the message of the plot and to help show the message of story.
Emotional response: emotional response help get in touch with the audience on a empathetic sense. By making the audience drawn into the advert using emotions, they are allowing you to embrace within the ambience/message that is being portrayed. This advert uses the emotional response to help show the feelings of the characters to make the plot more effective.
2nd advert: John Lewis - Old fitness equipment
- Product: What's being advertised?
The John Lewis company and the new initiative that they are doing for the new year using social media networks (Twitter). #NewYearNewStart. The initiative says (according to the advert) that if customers swap their old kit, they will exchange it for a new one.
- Plot: What happens in the ad?
In this advert, it starts off with a middle class man opening his garage door using a remote control. He walks in and starts to look and fiddle with his old sports equipment and trophies, showing that he is reminiscing his old hobbies and sports.
Then the camera focuses on his old sports kit and changes to him having a brand new one. This shows that he gets a sense of pride, which motivates him into getting back into shape and carry out his old sport activities.
- Target audience: Who will buy the product?
The target audience is focusing on middle/higher class audiences by representing the character with money and materials that gave him a succesful sporting past. The audience focuses on males, but can appeal to women too with a interest on sport/exercise/health or fitness. The age range would be around 25-60.
- Content signs: Signifer and what is signified
A few examples of the content signs used in this advert are;
old sporting equipment - to show the purpose and theme of the advert
trophies - to show the passion and nostalgia for the plot
garage/house - to show the wealth/class of the character, so the viewers know what kind of customers they are applying/promoting to.
- Sounds: Diegetic and Non-diegetic
The sound track throughout the whole advertisement was a piano version of the old theme tune from a sporting program that used to give on TV. This is used to show old representation of sport in his mind.
- Mise-en-scene: What colours, props and settings are used? Why?
Colours - The colours used in the advert are dull and gloomy colours to show upset and nostalgia as the man is reminiscing about his old memories, then at the end, the scene lights up as the garage door opens, showing his new kit, which represents light and optimism or happiness.
Props - The props used in the advert are old sporting gear and equipment like bikes and broken tennis racquets to show the variety of sports that the character used to play in the past. It also shows dusty old awards and trophies to show the achievements and passion for it.
Settings - The whole advert is set in a garage to show that it is part of a middle class family/person and the garage represents how the sport has been moved to one side physically and mentally, and as he is touching and discovering all of the equipment again, its as if he is mentally re-living and exploring his old passions.
- Camera shots:What shots are used and why?
Some camera shots used in the advert are;
long shot of the house - to show and represent the wealth or class of the character
close up shots of the old sports equipment - to focus on how worn out and old the equipment has become
Mid shot of the old kit - to show it from the point of view of the character and to get it focusing on the kit only (not showing surrounding scenery as it would in a long shot)
- Advertising techniques: what techniques are used and why?
Emotional response: emotional response help get in touch with the audience on a empathetic sense. By making the audience drawn into the advert using emotions, they are allowing you to embrace within the ambience/message that is being portrayed.
This advert uses emotional response by using camera shots to zoom into the emotions that the character portrays, it also uses music and colour to help set the mood and tone of sadness and reminiscence.
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. This advert uses music to help relate to the plot of the advert and to help set the tone and emotion of the video.
3rd advert: Visit California 2012 - Misconceptions
- Product: What's being advertised?
The country, California is being advertised as a whole for tourist attractions and holiday spots.
- Plot: What happens in the ad?
Throughout the advert, it shows celebrities from California talking about stereotypes and misconceptions of people who live in the country. The scenes show different scenery/settings of California and move in sequence according to the script of what is being said. For example, one person says "we are not all skiers" and a skier appears saying "we are not all rock-stars", etc.
- Target audience: Who will buy the product?
The target audience is aimed at anybody who wish to go on holiday, but it is mainly aimed at ages of 20+ as it shows activities and celebrities which would be recognized of around this psychographic group.
- Content signs: Signifer and what is signified
The main content signs that are used in the advertisement are focused on the settings/backgrounds/scenery to help signify the message that the company is trying to get across to the viewer.
The signifiers or settings are various places to help appeal to all members of the target population fro example, disneyland resort for children, hot beaches for people who prefer the warmer climate, holiday villas for the higher class markets, ski resorts for adventurous people, musical stadiums/theatres for people who like creative/performing arts, etc.
- Sounds: Diegetic and Non-diegetic
Diegetic: The actors/celebrities talking in the advert to inform the customers/viewers
Non-diegetic: Upbeat and jaunty music to make the listener feel happy and entertained by the advert.
- Mise-en-scene: What colours, props and settings are used? Why?
Light warm sunny colours - represent its hot climate and the happiness of being in California.
Props used - Quantum Physics book in Kim Kardashian's hand to represent "misconceptions" and the golf cart with a moving fake background to unveil the true "California".
Settings - Various places in California e.g. a hotel villa to represent relaxing, a seaside pier to represent the beaches, Disneyland background to help appeal to the younger generation, etc.
- Camera shots:What shots are used and why?
High angle shots - to show the scenery and focus on the settings of California
Mid shots - focus on the celebrity to show "famous faces" (recognition)
Long shot - to show on whats happening in the scene and to give the audience the "bigger picture".
Advertising techniques: what techniques are used and why?
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. This advert uses the technique of ideal social groups to help different audiences find the suitable setting or activity that appeals to them in California.
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 uses the amazing product technique to persuade people to "Visit California".
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.
This advert shows proof of using selective editing because they have used the scenes and clips that are the most effective in terms of persuading the customers to visit California.
Celebrity endorsement: The use of celebrity endorsements is an effective technique of persuading and attracting customers to a product or service because it attracts a larger fan base and the use of a celebrity will make the "model" more recognizable.
The Visit California advert uses celebrity endorsements effectively to appeal to all types of customers who share the same interests or are fans of big names. This is a good way of attracting customers as they are aware of the characters, so they feel familiarized with the product that it trying to be sold.
In this blog post, I am going to analyse three seasonal advertisements. The areas of the adverts that I am going to look at are;
- Product: What's being advertised?
- Plot: What happens in the ad?
- 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?
- Product: What's being advertised?
The IKEA company and products - Furniture and storage equipment for spring cleaning.
- Plot: What happens in the ad?
A couple try to get hold of each other, but they are restricted because of all of the junk in the room which is holding them back. So in frustration and determination, they clear up the house super fast and find each other again in the cleanliness.
- Target audience: Who will buy the product?
The target audience would be aimed at home owners, preferably the younger and more stylish market and university students. around the ages 19+.
- Content signs: Signifer and what is signified
shoes and jewellery accessories - represent the female side of the room and the mess
books, movies, DVDs and CDs - represents they are a young couple or students as they are up to date on the latest entertainment media (music and movies).
Piano - signifys love as it is usually a romantic instrument and quite old and gloomy tones are played which helps to set the mood.
- Sounds: Diegetic and Non-diegetic
Non-diegetic sound track. Young/indie style music to help represent to the target audience. The lyrics of the song also relate to the plot and story of the advertisement.
- Mise-en-scene: What colours, props and settings are used? Why?
Colours - the colour scheme first started out all dark and gloomy to represent cold, unclean, upset, loneliness and after it is cleaned, it is clear, white and light to represent cleanliness, inviting, pure and optimism/happiness.
Props - The props used in the advert are all household items to help set the scene of a young couples home and storage/furniture products from IKEA to endorse it within the advertisement.
Settings - The advert is set in a home to show the main target place for IKEA products. The advert aslo makes the house as a maze of clutter to help represent that they are lost.
- Camera shots:What shots are used and why?
Close up shots - on the characters faces to show emotions and on the products to help fit them in the frame.
Birds eye view - an overview shot to show the whole scene and size of the maze/mess.
Mid shots - to show how the characters are cleaning at frantic speed. Mid shot is used to fit the character, actions and emotions in the scene.
- Advertising techniques: what techniques are used and why?
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 uses this technique by showing how good and innovative IKEA's products are as they are tidying, to help promote the products within the 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. Music is used within the advert to help portray the message of the plot and to help show the message of story.
Emotional response: emotional response help get in touch with the audience on a empathetic sense. By making the audience drawn into the advert using emotions, they are allowing you to embrace within the ambience/message that is being portrayed. This advert uses the emotional response to help show the feelings of the characters to make the plot more effective.
2nd advert: John Lewis - Old fitness equipment
The John Lewis company and the new initiative that they are doing for the new year using social media networks (Twitter). #NewYearNewStart. The initiative says (according to the advert) that if customers swap their old kit, they will exchange it for a new one.
- Plot: What happens in the ad?
In this advert, it starts off with a middle class man opening his garage door using a remote control. He walks in and starts to look and fiddle with his old sports equipment and trophies, showing that he is reminiscing his old hobbies and sports.
Then the camera focuses on his old sports kit and changes to him having a brand new one. This shows that he gets a sense of pride, which motivates him into getting back into shape and carry out his old sport activities.
- Target audience: Who will buy the product?
The target audience is focusing on middle/higher class audiences by representing the character with money and materials that gave him a succesful sporting past. The audience focuses on males, but can appeal to women too with a interest on sport/exercise/health or fitness. The age range would be around 25-60.
- Content signs: Signifer and what is signified
A few examples of the content signs used in this advert are;
old sporting equipment - to show the purpose and theme of the advert
trophies - to show the passion and nostalgia for the plot
garage/house - to show the wealth/class of the character, so the viewers know what kind of customers they are applying/promoting to.
- Sounds: Diegetic and Non-diegetic
The sound track throughout the whole advertisement was a piano version of the old theme tune from a sporting program that used to give on TV. This is used to show old representation of sport in his mind.
- Mise-en-scene: What colours, props and settings are used? Why?
Colours - The colours used in the advert are dull and gloomy colours to show upset and nostalgia as the man is reminiscing about his old memories, then at the end, the scene lights up as the garage door opens, showing his new kit, which represents light and optimism or happiness.
Props - The props used in the advert are old sporting gear and equipment like bikes and broken tennis racquets to show the variety of sports that the character used to play in the past. It also shows dusty old awards and trophies to show the achievements and passion for it.
Settings - The whole advert is set in a garage to show that it is part of a middle class family/person and the garage represents how the sport has been moved to one side physically and mentally, and as he is touching and discovering all of the equipment again, its as if he is mentally re-living and exploring his old passions.
- Camera shots:What shots are used and why?
Some camera shots used in the advert are;
long shot of the house - to show and represent the wealth or class of the character
close up shots of the old sports equipment - to focus on how worn out and old the equipment has become
Mid shot of the old kit - to show it from the point of view of the character and to get it focusing on the kit only (not showing surrounding scenery as it would in a long shot)
- Advertising techniques: what techniques are used and why?
Emotional response: emotional response help get in touch with the audience on a empathetic sense. By making the audience drawn into the advert using emotions, they are allowing you to embrace within the ambience/message that is being portrayed.
This advert uses emotional response by using camera shots to zoom into the emotions that the character portrays, it also uses music and colour to help set the mood and tone of sadness and reminiscence.
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. This advert uses music to help relate to the plot of the advert and to help set the tone and emotion of the video.
3rd advert: Visit California 2012 - Misconceptions
The country, California is being advertised as a whole for tourist attractions and holiday spots.
- Plot: What happens in the ad?
Throughout the advert, it shows celebrities from California talking about stereotypes and misconceptions of people who live in the country. The scenes show different scenery/settings of California and move in sequence according to the script of what is being said. For example, one person says "we are not all skiers" and a skier appears saying "we are not all rock-stars", etc.
- Target audience: Who will buy the product?
The target audience is aimed at anybody who wish to go on holiday, but it is mainly aimed at ages of 20+ as it shows activities and celebrities which would be recognized of around this psychographic group.
- Content signs: Signifer and what is signified
The main content signs that are used in the advertisement are focused on the settings/backgrounds/scenery to help signify the message that the company is trying to get across to the viewer.
The signifiers or settings are various places to help appeal to all members of the target population fro example, disneyland resort for children, hot beaches for people who prefer the warmer climate, holiday villas for the higher class markets, ski resorts for adventurous people, musical stadiums/theatres for people who like creative/performing arts, etc.
- Sounds: Diegetic and Non-diegetic
Diegetic: The actors/celebrities talking in the advert to inform the customers/viewers
Non-diegetic: Upbeat and jaunty music to make the listener feel happy and entertained by the advert.
- Mise-en-scene: What colours, props and settings are used? Why?
Light warm sunny colours - represent its hot climate and the happiness of being in California.
Props used - Quantum Physics book in Kim Kardashian's hand to represent "misconceptions" and the golf cart with a moving fake background to unveil the true "California".
Settings - Various places in California e.g. a hotel villa to represent relaxing, a seaside pier to represent the beaches, Disneyland background to help appeal to the younger generation, etc.
- Camera shots:What shots are used and why?
High angle shots - to show the scenery and focus on the settings of California
Mid shots - focus on the celebrity to show "famous faces" (recognition)
Long shot - to show on whats happening in the scene and to give the audience the "bigger picture".
Advertising techniques: what techniques are used and why?
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. This advert uses the technique of ideal social groups to help different audiences find the suitable setting or activity that appeals to them in California.
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 uses the amazing product technique to persuade people to "Visit California".
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.
This advert shows proof of using selective editing because they have used the scenes and clips that are the most effective in terms of persuading the customers to visit California.
Celebrity endorsement: The use of celebrity endorsements is an effective technique of persuading and attracting customers to a product or service because it attracts a larger fan base and the use of a celebrity will make the "model" more recognizable.
The Visit California advert uses celebrity endorsements effectively to appeal to all types of customers who share the same interests or are fans of big names. This is a good way of attracting customers as they are aware of the characters, so they feel familiarized with the product that it trying to be sold.
Monday, 28 January 2013
Seasonality
Introduction:
In this blogpost, I am going to be talking about the seasonality of adverts. Seasonalty means what type of adverts we see at certain times of the year based on festivals and seasons on the culture and weather of a country.
Questions:
1. What months do you think viewing figures will be the highest and why?
September - November because of the colder months, more people are opting to stay in, which means viewing figures are higher. This means that it is more expensive for adverts to be presented at this time as there are more in demand and for the build up Christmas makes it more effective.
2. how much television daily dopeople watch on average in the winter?
Approximately 4 hours and 2 minutes.
3. which months do you think will have the lowest viewing figure and why?
June to August because of the summer time, more people are out and about and less people are watching TV.
4. complete the following table for each month, stating what you think the season event could be, and what products are more likely to be advertised and sold in that month.
List any other seasonal products: Olympics, World cup, Queens jubille
In this blogpost, I am going to be talking about the seasonality of adverts. Seasonalty means what type of adverts we see at certain times of the year based on festivals and seasons on the culture and weather of a country.
Questions:
1. What months do you think viewing figures will be the highest and why?
September - November because of the colder months, more people are opting to stay in, which means viewing figures are higher. This means that it is more expensive for adverts to be presented at this time as there are more in demand and for the build up Christmas makes it more effective.
2. how much television daily dopeople watch on average in the winter?
Approximately 4 hours and 2 minutes.
3. which months do you think will have the lowest viewing figure and why?
June to August because of the summer time, more people are out and about and less people are watching TV.
4. complete the following table for each month, stating what you think the season event could be, and what products are more likely to be advertised and sold in that month.
List any other seasonal products: Olympics, World cup, Queens jubille
Monday, 14 January 2013
BARB
Introduction
This blogpost will focus on the activities of the BARB and include information on the questions we answered in class.
Questions
1. What does the BARB stand for and what do they do?
BARB stands for Broadcasters Audiene Research Board. And they monitor and are the official source for television ratings. They are considered the most up to date and best company in the world for collecting television viewing statistics.
2. Is the data they provide up to date?
The data that they provide is up to date as they constantly update their data every minute, providing their subsribers the most up to date information and statistics.
"Each day at 9.30am the data are released to the TV industry as overnight viewing figures. Eight days later, consolidated audience figures are released, incorporating any timeshift viewing from the previous seven days. In both cases this minute by minute viewing information can be matched to the programme and advertising schedule to give viewing estimates for every programme and commercial that has been broadcast."
3. Is the BARB considered biased or unbiased in the data they provide? How do you know this?
The BARB is considered unbiased in the data they provide because they use a carefully selected panel of television screens which collect information based on different demographics. This makes it unbiased because it will give a more equal estimate on the ratio of audiences on the UK. I also know that the BARB is considered unbiased because it is a non-profit organisation, so they have no specific aim or goal to please and it is supported and sonsered by all channels to give a unbiased result by not favouring channels or programmes.
4. How do they get their official viewing figures for UK television audiences?
The Broadcasters’ Audience Research Board (BARB) provides official viewing figures for UK television audiences. It commissions specialist research companies Ipsos MORI, Kantar Media and RSMB to collect data that represent the television viewing behaviour of the UK’s 26 million TV households.
5. How many households are there with TV's in the UK?
Within the UK, there are approximately 26 million TV households with TV licenses.
6. Why do TV companies and advertisers want to know the viewing figures that BARB can provide?
TV companies and advertisers are interested in the viewing figures that BARB can provide because the information is vital in assessing programs and to create a basis for airtime advertising trading.
7. Is data collected from every household in the country or is there a ratio?
The data is collected according to a ratio. the ratio is on 1:5000 households.
8. How do the households that are monitored have their data collected?
The households that are monitored have their data collected by;
"In every panel household, all television viewing is monitored automatically by special metering equipment installed by Kantar Media. Included in this process is viewing of recorded programmes that are watched within seven days of the original broadcast; this is referred to as timeshift viewing. More than 30,000 viewing devices are monitored across the panel of over 5,100 homes, including PVRs, DVDRs and VCRs, as well as standard set-top boxes.
Residents and guests in a panel home register their presence in a room containing a television set that is switched on, which is the BARB definition of television viewing. They then deregister when leaving the room. In this way, the meter records all viewing by every person in the household aged 4+, adding individual demographic information to the overall viewing data. This information is uploaded automatically to BARB every morning between 2am and 6am where it is processed to apply various statistical adjustments. "
BARB (broadcasters audience research board)
"BARB viewing data give broadcasters, advertisers and other interested parties a minute by minute breakdown of viewing at regional and national levels. This information is vital in assessing how programmes, channels or advertising campaigns have performed and provides the basis for airtime advertising trading.
In order to estimate viewing patterns across all TV households, a carefully selected panel of private homes is recruited. Each home on the panel represents, on average, about 5,000 TV homes. These panel homes are drawn from a household sample that is designed by RSMB to remain representative of all television households across the UK. This means it always encompasses the full range of demographic and TV reception variations, amongst other variables, that are found across the country and in different ITV and BBC regions." (7)
(Reflection) I feel that this method of gathering data may be unreliable as it gathers averages of information and it interprets data on a estimate of other households. This data is not accurate because other households may not be according to their listings and they are going to be generating mis-interpretting data.
Example of a rating sheet from the BARB:
This blogpost will focus on the activities of the BARB and include information on the questions we answered in class.
Questions
1. What does the BARB stand for and what do they do?
BARB stands for Broadcasters Audiene Research Board. And they monitor and are the official source for television ratings. They are considered the most up to date and best company in the world for collecting television viewing statistics.
2. Is the data they provide up to date?
The data that they provide is up to date as they constantly update their data every minute, providing their subsribers the most up to date information and statistics.
"Each day at 9.30am the data are released to the TV industry as overnight viewing figures. Eight days later, consolidated audience figures are released, incorporating any timeshift viewing from the previous seven days. In both cases this minute by minute viewing information can be matched to the programme and advertising schedule to give viewing estimates for every programme and commercial that has been broadcast."
3. Is the BARB considered biased or unbiased in the data they provide? How do you know this?
The BARB is considered unbiased in the data they provide because they use a carefully selected panel of television screens which collect information based on different demographics. This makes it unbiased because it will give a more equal estimate on the ratio of audiences on the UK. I also know that the BARB is considered unbiased because it is a non-profit organisation, so they have no specific aim or goal to please and it is supported and sonsered by all channels to give a unbiased result by not favouring channels or programmes.
4. How do they get their official viewing figures for UK television audiences?
The Broadcasters’ Audience Research Board (BARB) provides official viewing figures for UK television audiences. It commissions specialist research companies Ipsos MORI, Kantar Media and RSMB to collect data that represent the television viewing behaviour of the UK’s 26 million TV households.
5. How many households are there with TV's in the UK?
Within the UK, there are approximately 26 million TV households with TV licenses.
6. Why do TV companies and advertisers want to know the viewing figures that BARB can provide?
TV companies and advertisers are interested in the viewing figures that BARB can provide because the information is vital in assessing programs and to create a basis for airtime advertising trading.
7. Is data collected from every household in the country or is there a ratio?
The data is collected according to a ratio. the ratio is on 1:5000 households.
8. How do the households that are monitored have their data collected?
The households that are monitored have their data collected by;
"In every panel household, all television viewing is monitored automatically by special metering equipment installed by Kantar Media. Included in this process is viewing of recorded programmes that are watched within seven days of the original broadcast; this is referred to as timeshift viewing. More than 30,000 viewing devices are monitored across the panel of over 5,100 homes, including PVRs, DVDRs and VCRs, as well as standard set-top boxes.
Residents and guests in a panel home register their presence in a room containing a television set that is switched on, which is the BARB definition of television viewing. They then deregister when leaving the room. In this way, the meter records all viewing by every person in the household aged 4+, adding individual demographic information to the overall viewing data. This information is uploaded automatically to BARB every morning between 2am and 6am where it is processed to apply various statistical adjustments. "
BARB (broadcasters audience research board)
PAST BLOG POST INFORMATION
"The Broadcasters' Audience Research Board (BARB) is the organisation that compiles audience measurement and television ratings in the United Kingdom. It was created to replace a previous system, where the BBC and ITV companies compiled their own ratings, JICTAR. It is owned by the BBC, the ITV companies, Channel 4, Channel 5, BSkyB and the Institute of Practitioners in Advertising. Participating viewers have a box on top of their TV which tracks the programmes they watch."(6)Example of a rating sheet from the BARB:
This rating sheet shows the data collected on the ratings from March 2000 to July 2008 for the channels ITV 2, ITV 3 and CITV. It showed in which weeks did the viewings of the channel peak at. This table is a overview example of ratings, subscribers can get more indepth informatio for channels and programs which are up to date up to the minute.
Bibliography
www.barb.co.uk (14/01/2012)
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