Harrison Cable-Media

Discuss the legal and ethical requirements for the repurposed content: 

OFCOM:
OFCOM is the office of communications, their role is to regulate radio, television, postal, telecoms and mobile services. Therefore for my repurposed visual content in my showreel I need to ensure that the clips I use in the showreel follow OFCOM rules and regulations. The impact of not abiding by these regulations are potential fines, of removal of my personal media profile.  

Copyright:
This is the exclusive rights given to the creator of a stated product, within the designated time frame in the copyright contract. This legal requirement is directly impacting my personal media profile this is due to the creation of my showreel, I used non-diegetic music over the visual shots, I followed copyrights rules by ensuring I didn’t use copyrighted music. This impact of this is that I will be able to confidently upload my personal media profile onto digital websites like YouTube, increasing the viewership of my brand image.  

Libel Slander Defamation:
Libel is a written published class statement that cause harm to someone. Slander is the notion of verbally bad mouthing someone without evidence, causing damage to someone. Defamation is the act of damaging a good reputation of someone this is done via slander or libel. These legal requirements strongly correlate to my showreel personal media profile this is in the essence of ensuring that in the repurposed content I am using I am not intentionally damaging someone’s else’s image. The impact of not abiding by these rules is legal action from court, prosecution, fines and in extreme cases conviction.  

ASA:
The advertising standards authority regulate the advertisement sector. Therefore, I need to ensure I abide by there rules and regulations when using my repurposed content, this can array from many sources in the notion of use of copyrighted content in my showreel or portraying an unethical notion in my personal media profiles.  

IPSO: 
The independent press standards organisation regulate magazine and newspaper content. A common regulation broken is the slander and libel acts, as a result of this I need to ensure in all personal media profiles I create that I do not cause harm to someone’s image. This could be done in social media websites that I publish damaging content towards someone.  

Plagiarism:
This is the act of taking someone else’s work and claiming at your own. This can directly impact all repurposed content and personal media profiles. For example in my CV I need to ensure I do not I’m use any information that isn’t mine, this would lead to an unethical wrong judgment on you due to use of others work. Another act could be the material used in my showreel, I cannot be using someone else’s work to falsely boost my personal image.  

Cyber bullying:
Cyber bullying is the use of digital communication to bully and cause harm to someone. This links to my personal media profile as carrying out this nasty act would lead to a poor personal media image, therefore my personal image would be hindered. This closely links to my social media accounts, including LinkedIn and Twitter this is due to the digital notion of them.  

Brand mention:
These are online references towards a brand or product, this links strongly to my social media personal media profiles, I need to ensure that unethical brands are not referencing themselves on my profiles. The impact of this is that it can hinder my personal image due to viewers believing that I condone these unethical products.  

Internet hacking:
This is the intention to exploit someone digital personal information, this impacts my social media profiles like LinkedIn and Twitter due to potential breaches of information. LinkedIn are notorious for their mild approach to hackers therefore my confidential information could be at risk. Potential impacts of this exploit is others using this illegally gathered information as there own (plagiarism).  

Data protection:
This is the way of which we safeguard confidential information, again this strongly links to my social media personal media profiles due to the accessibility to hackers to anonymously breach your data. The impact of a potential breach is that I could lose access to my work posted on these profiles, therefore I will have no evidence to portray to the public and employers.  

Justify your choice of content and the repurposed format:
Firstly, starting with the CV content, this uses cross media convergence in synergy with the file type with my social media profiles. This is in the notion of using a word processed CV, as a result we can compress this into many files, I will use JPEG as it allows me to store it externally on websites like LinkedIn and cloud storage that doesn’t require WiFi to access it. This format is most suited to my primary target audience as it allows me to take this personal media profile to a employer and portray this to them in a variety of ways. With a digitally accessed form of CV will facilitate with the notion of adaption, for example a CV’s purpose is to show your experience of work, therefore with these new experiences/qualifications I gain I can input this into the word processed document, this will as a result update the externally sourced CV on cloud storage and LinkedIn.  

The showreels repurposed content as stayed in P2 and P4 will include 1st person shots, this is vastly suitable for inclusion in my personal media profile, this is due to it portraying a hard technique in inclusion of viewers. My situating a shot in the perspective of a known protagonist for the viewer we enable ourself to influence the viewer in the production, as a result by demonstrating this in a showreel it will facilitate in my personal profile. However there are limitations with this format of a MPEG-4 showreel, firstly adaption is harder to execute, this is due to the notion of updating this showreel will require a new save as a result of this the external sources that the showreel was uploaded on for example YouTube will now have to delete the dated showreel and now the new one. The impact of this is that it is harder to include your progression throughout you media production career. Furthermore another limitation on this showreel is the format, commonly uploaded on the mass mainstream broadcasting site, YouTube requires a MPEG-4 format, therefore comprising this showreel into this format will restrict it from saving/uploading it to other sources like cloud storage or social media sites.  

The repurposed content used on social media personal media profiles allows me to combine both the CV and showreels repurposed content. This is due to the community based notion on social media sites like LinkedIn. The content used in this will consist of my CV, external links to my showreel and picture on my profile of previous work I have done like assessments and pre-production documents. This allows me to strongly focus my personal media profile towards the desired audience, members of the digital production sector. The benefit of using this format is that it easily allows for adaption, with the use of ‘my profile’ features where you can constantly adapt your information consisting of age, occupation, contact details and more.  

https://wordpress.com/posts/harrisoncablepersonalmediaprofile.wordpress.com

Discuss the reasons for each contents inclusion:
I will ensure that I include a variety of content from my productions of The Bully (2019) and Lucozade Energy (2020), this will allow me to portray a strong notion of consistency throughout my media creations. All files used consist of the MPEG-4, this is a compression of audio and visual data, crafted for the suitability of uploading the sites like YouTube.

Firstly, the first 15 seconds of the screenplay consist of 1^st person shots, this allows me to demonstrate my ability to include the viewer into a production. I believe by including these shots it will facilitate in a showreel purpose of positively demonstrating my ability to include the audience. Secondly, using content from my 2019 The Bully film, I will use a high-angle shot, this demonstrates my ability to portray a notion of power towards a protagonist, using a high-angle shot it portrays the focus character a weak and powerless, as a result of this it will allow me to demonstrate this notion towards people of higher power like employees.

Plan the creation of the personal media profile:

Showreel:
The primary target audience for my showreel is people with a psychographic of enjoying video production, this is essential as the purpose of a showreel is to present your production work towards someone with intent to impress them. This permits for job applications within a video production sector due to this psychographic of my showreel. James is a 45 year old director a Digital Productions. He is single living in a semi-detached house in Stratford. He would describe himself as white British descent and follows Labour values. He works 5 days a week and during his weekends he has a season ticket at his local team West Ham United.

The secondary target audience consist of someone within a younger demographic, from a mainstream views, enjoying dramatic films and enjoys exercising, this allows them to be appealed to my showreels content of The Bully (2019) and Lucozade Energy (2020). Katie is a 20 year old digital media productions student at Cardiff University, she originally lives in Bristol but mainly stays in her dorms at Cardiff University. She has a part time job for 2 days a week, at her local Card Factory. She has a boyfriend and often spends free time going to the cinema. In addition, she is part of the Universities film club, occurring once a week for 3 hours.

CV:
My primary target audience of this will be towards someone of an older and formal notion, this is due to the purpose of a CV is to portray your experiences towards an employee. Mark is a 40 year old man from Brighton. He works within the HR sector at a major company, Tesco’s, he is manger of recruitment as one of his roles. He follows conservative’s views and has a wife and two children. During his spare time he enjoys going for long walks on the local seaside and downs.

The secondary target audience will be of people of a psychographic of enjoying video productions, this is due to the cross-media convergence with a CV to external websites like LinkedIn. Sarah is 24 years old, she lives in Croydon. Currently she is a apprentice at a digital productions company in central London. She enjoys spending her free time building up her personal media profiles in the form of getting content to use on her showreels/CV.

Social media:
My primary target audience for this personal media profile consist of someone who follows a formal notion of work, this is due to the formal nature of the application of a job via LinkedIn. John, a 55 year old manger at a production agency lives in Manchester. He follows conservative’s views and often includes himself in local politics. He enjoys spending his free time with his wife and young grandchildren.

 The secondary target audience consist of someone who enjoys browsing the internet for viewership of personal media profiles. Rebecca is a 29 year old, post graduate of Manchester University. She enjoys socialising with her friends and going to the gym regularly. During her free time from her temporary job at Asda she enjoys facilitating her student time by keeping up to date with fellow personal media profiles on a variety of sites like YouTube, LinkedIn and Twitter.

 

 

What is a personal media profile?
A personal media profile is a personalised account this allows us to constantly adapt our profile. We can use it to portray our self digitally, it can help us remove the boundary of connecting our real life personnel to social media, or potential job applications. In addition, we can use this in a print format, this can allow us to portray our work, and for example a portfolio can be beneficial as it allows us to give tangible evidence of your work and personal account.

Discuss the uses of each of these types of personal media profiles and their individual purpose?

Showreel: 
A showreel’s purpose is to give a brief visualised summary on what previous work you have done, it should be no longer than 1 minute long as this retains attention but still doesn’t compromise on a lack of depth in showing what skills you have. It’s used predominately when you are applying for a job in the visual arts sector, it works in conjunction to a CV in the essence of you portraying your skills to a recipient, it gives them the ability to create a qualitative opinion on your previous work, this therefore gives the employer the ability to have quantitative factual evidence on you (qualifications) and also a qualitative approach (Showreel)

Physical portfolio: 
A physical portfolio is a file which includes a combination of all your creative work, this can consist of art work, assignments or essays you wish to visually demonstrate to them. The use of this is that it allows a person to portray their work in a professional scenario for example a job application. It allows the ability to synergies with digital formats like a blog to give yourself a strong personal image with this conjunction of visually showing your creations.

Website (LinkedIn): 
LinkedIn is a digital website used to connect employers to employee’s, it allows employees to advertise jobs, job seekers to filter specific searches. It allows you to follow your career pathway throughout your life, allowing employees to digitally reference your past employments. The purpose of this website is to create this connection between job seekers and employers, it allows users to upload CV’s, statements and create a personal page. This can be adapted via cross-media outlets including website or the app.

Blog: 
The purpose of a blog is to provide a regularly updated website, typically this is run by individuals or small groups of people. It can range in many focuses, from daily life, adventures or hot topics. It is written in an informal context normally therefore it engages the audience to have a desire to read more. It has a very loyal fan base the thrives on the engagement from consumers over a prolonged period of time, this target audience will have a direct interest in this topic of the blog, therefore the use of this in the essence of the usage and gratifications theory is to inform and entertain the reader. This is dependent on the context of the blog, a formal context will need to inform this demographic but a more relaxed blog like ‘WearTheFoxHat’ which focuses on telling life experiences has a purpose to entertain the consumer. It can be a great way to digitally portray your personality, opinions or life experiences to a mass audience. The purpose of it is to give the reader a sense of belonging to a blogger, they will be intrigued by the bloggers stories or opinions and as a result will be engaged to return to this blog. In the contrary, the purpose for the blogger is to give them a platform to present their opinions or stories and in conjunction to this gain a following and an interest in yourself.

Digital/physical CV: 
The purpose of a curriculum vitae is to tell a potential employer about you, your skill set and previous experience. It facilitates in an employer’s ability to quickly understand essential factors about candidates, this means that your CV should be punctual and quick to the point. This has many uses, digitally it allows us to save it to storage that is cross-compatible for example on iCloud, desktop or Airdrop, this means that the accessibility to a digital CV is high. It can also be used in a synergising notion with online applications, with simple attachments of files therefore this allows us to effectively apply to a job digitally. On the other hand, a print copy of a CV has a purpose, it gives the option to provide a physical copy for someone to read, and this means that we can comply our applications dependant on the receiver. For example, local and small business like a café may not have the facilities to create an online application process therefore we can use a print CV to facilitate our application.

Evaluate the strengths and weaknesses of each of these types of personal media profiles:

Website:
I will use LinkedIn as a reference to a website, firstly a downside to this digital personal media profile is that information confidentiality, this is due to the notion that your most personal information will be stored externally on LinkedIn’s data cloud therefore there is always a threat of hackers gaining this vital information to your life. Secondly, website individually prevent scams by implementing schemes to combat scammers however LinkedIn notoriously have a moderate restrictions on this therefore these websites as a personal media profile can make it hard for the user to prevent scams and viruses. On the contrary, a benefit to using a website as a personal media profile is that it gives you a mass platform designated to bridging the gap between employer and job seekers therefore displaying your personal information directly impacts you as it will increase your chances of having a job offering. I’m addition, you can promote your personal media profile to the specific sector of work you desire this means that private information will stay within a professional scenario, as a result of this we decrease the chances of breach of personal data.

Blog:
A blog allows a user to create a personalised website to display debates, opinions and experiences, this is most likely to be free without any subscription payments. Furthermore, they are digitally promoted therefore widening the potential viewership to the most extreme mass audience, the internet. On the other hand, there isn’t many significant drawbacks but some consist of time consuming, creating a successful personal media profile via a blog takes a lot of time due to the consistency required to constantly create blogs for your audience. I’m addition, psychological impacts of blogging for example, blogs focused around yourself may influence potential haters and cyber bully’s to criticise your work or opinions. Overall, I believe a blog is a beneficial way to create your personal media profile if you have dedication towards it, it will gain mass interest.

Digital/physical CV:
A CV is incredibly powerful in quickly portraying yourself to a employer, it allows you to summarise your personal and professional career, it allows you to constantly update your progress through your career so you can portray yourself to you maximum. A digital CV will allow you to save it to external files like the cloud, therefore you can access this personal media profile anywhere with internet access; this allows for easy access to this profile. In addition, you can convert a digital CV into a physical CV easily this allows you to promote this personal media to profile to an extreme mass audience by choosing based of the receiver weather a physical or digital CV will be most suitable. On the other hand a CV can be hard to effectively present yourself to employers, this is due to CV’s having to be quick to the point to reduce tedium from the employers when reading though the applications.

Showreel:
A showreel allows someone within the production sector to visually demonstrate their work. This can be uploaded as a personal media profile on broadcasting accounts like YouTube, this allows for a potential of mass audience viewership, subsequently from this your personal image will increase due to the ability to broadcast a showreel on many platforms. On the other hand, a showreel follows a informal nature in the essence of including behind the scenes shots to thoroughly portray your personal, this is a benefit but comes at the limiting factor of weather a production company will supply you with the footage. Without this you will not be able to create a showreel demonstrating your inclusion in the production, therefore potentially other personal media profiles are more beneficial.

Physical portfolio:
This personal media profile allows you to effectively portray your work, it can be accessed and edited concurrently to your progression in your career therefore you can constantly add your experiences to increase your personal image. On the other hand, it will require you to carry it around, this can be hard and tedious and a portfolio can become very large.

M3: Explain how created media components comply with the codes and conventions of the media sector

Introduce the campaign:
I have created a 43 second long cross media advert to be promote on TV and social media, in the build up to the 2020 Euros. Regulations to Suntory’s brief was followed, aiming this at 16-30 year olds, this was done with aesthetic factors such as high-key lighting, fast paced shots and bright colours, all these notions allow me to create a successful advert prompting this brand towards the desired primary target audience set.

What are the codes and conventions of the advertising campaign?
The codes and conventions of this advert follow a rapid notion, as identified throughout P2, aesthetically I used rapid shots, this convention allowed me to portray this code and notion of high intensity that Lucozade energy gives you. In addition, this precipitates the target audience of 16-30 year olds as shown by my research in M2 that they enjoy this convention of rapid shots. This campaign complies with this as in my 43 second advert I have ensured that shots length remain minimal but contain enough context to ensure viewer attention is retained. Furthermore, I used this rapid shots to synergise with synoptic link of Euro 2020, this is because I believe that a nature of sports follows a code of high intensity therefore I wanted to make the viewer feel as if they were part of the scene; by doing this it allows my campaign to optimise its success.

Another code and convention I followed was the usage of high-key lighting this is because I wanted to ensured I had a sustained level of positivity around my campaign, this is because messages that I want to portray to the viewer the notion of determination. This is because my secondary target audience being those with a psychographic of football lovers means that this notion of high intensity, grabbing your attention will appeal to them, this can be reinforced by my survey conducted in M2.

Another code and convention followed was music, this was Feeling Good by Muse this is because the psychological feeling this gives you synergised with my primary and secondary target audience. I believe it complies with my campaigns narrative of showing someone’s progression and training to the build up to competition, this is assisted by Lucozade Energy. Also, this music is very loud and bold and this will appeal to the primary target audience set by Suntory, it allows the narrative to be told through this fast paced music.

The storyline follows a realistic nature, this is because I wanted to make this campaign relatable to the viewer, this is reinforced by my inclusion in using first person shots within my advert. The relatability will allow someone to firstly put themselves in the advert, this allows this attention to be retained and subsequently meaning that Lucozade Energy will have a stronger brand image. Drama had to be a convention of this advert, this was highlighted with the combination of fast paced shots, high-key lighting and bold music.

Camera shots used followed a convention of close-mid shot this is because it created a wider opportunity for rapid movements, this again synergises with other points that I wanted to ensure this campaigns codes and conventions included a dramatic fast paced advert. For example shots in the first 15 seconds included close-up to the lower body, this is because it focuses the attention of the consumer to the high intensity that the training is enduring.

D2: Demonstrate how the technical and aesthetic properties of media component meet the client brief

Use images from audio visual campaign, annotate them. What does each image connote? Why have you used this? How does this image support your campaign?
This image emphasises on the notion that I had to comply with from Suntory, this image clearly denotes this in the form of visually representing an athletes desire to drink Lucozade Energy. I have used this because I wanted to ensure I appealed to the secondary target audience of people with a sports interest, therefore by situating this shot within a football field this creates a synoptic link towards the benefits of drinking Lucozade Energy if your an athlete.

This image shows a first person perspective of the training, this allows me to embed the viewer into this situation, subsequently leading to this interpersonal relationship between brand and advert. In addition, it allows me to maintain viewer retention to the advert and as a result this will lead to increase Lucozade Energy recognition and thus more sales. Aesthetic properties of this shot including high-key lighting allow me to portray this  positive essences around the product, in addition a low-mid shot was used to portray this notion of Lucozade Energy is the main focus of the shot, enhancing the importance of the product.

 

P3: Pre-Production material

Lucozade Energy Advert
(copy and paste link into google)

Risk Assessment

Storyboard

Camera Shot List

Talent Release

Location Release

Location Scout

Music Release

P4: How social media and website adverts will be used

What social media sites will be used?
The predominant social media site used to promote this advert is Instagram, this is because via secondary sourced information we can denote that this platform is consumed by Suntory’s primary target audience of 16-30 years old the most in comparison to other sites.  In addition to this, supplementary websites will be used for example Twitter and Snapchat. The reasoning to using these sites is so it increases the opportunity for our advert to reach our mass target audience, as a result of this it will allow us to increase our brand reputation and subsequently lead to an increase in sales.

What hashtags are used?
3 main hashtags will be used, this denotes of #LucozadeEnergy, this will allow the viewers of this advert to identify this advert to a brand and subsequently increase Lucozade Energy’s brand reputation. Secondly, #UnleashYourPotential will be used this is because it is the advertising campaigns slogan, therefore we can create a synergising link between the advert and the product. In addition, this slogan will satisfy this campaigns secondary target audience, therefore the likelihood for people of this psychographic to find the advert via searching for these hashtags is high. Lastly, #Euro2020 will be used as this will target my secondary target audience well, this is due to them searching for this topic, as a result of this ‘cookies’ will be used to cross-media focus this advert towards them, therefore we can ensure that this advert is being shown to the appropriate target audience.

Will you employ any innovative viral marketing campaigns?
I can facilitate this notion of viral marketing by creating a short advert to be posted on social media platforms, this can be associated to a competition that requires a person to share this post, therefore the widespread promotion of this advert will be beneficial to my campaign. Subsequently, with these adverts re-posted on personal accounts this will draw in a secondary target audience by friends developing an interest in the advert, thus the brand, Lucozade Energy.

Will you mix guerrilla advertising with viral?
The facilitation of guerrilla advertising is vast, this is because it creates a hype and spreads a brand across word of mouth. The way of which I will do this is via artwork and statues located within high dense populated areas, this will allow a large viewership of this artwork and thus identification to Lucozade Energy. In addition, this method of advertising focuses upon low production cost with maximal rewards this is due to the spreading of this advert to be via word of mouth in contrary to standard advertising with costs of broadcasting and production to be excessive.

How will you audience know your social media handles/pages/sites?
Ensuring a viewers retention of the product is essential in retaining customers, the way of which I can ensure effect cross-media convergence will be via inserting the handles and page sites in the closing scene of the advert. Subsequently, this will allow viewers of the advert to have that synoptic link between desirability from the advert onto continuing their process of understanding the brand of Lucozade by inserting @Lucozade and Lucozade.co.uk in the advert.

How will you encourage audiences to engage with social media side?
Engagement of a brand is essential in ensuring customer loyalty to Lucozade Energy, one technique I will use to ensure this engagement is to create an ethic for the marketing team to create a bold, fun and engaging site. This will include fun posts with bold colours to ensure that initial attraction to the post, then supplementary comments will follow a nature of asking questions, this notion will open up to the opportunity for the consumer to create a friendly and engaging social media account. In addition, another method I will use is the act of competitions on various social media sites, this will increase the activity on all platforms like Twitter, Instagram and Snapchat, as a result of this I would have created an engagement between brand and target audience.

Draft a digital image of your website

Wireframing

 

Legal:
Firstly, one legal issue we have to take into consideration is the copyright legislation, this states that the exclusive right given to creator of a product/creative work to reproduce/include the copyrighted. Within my advert this will be most applicable towards the non-diegetic sound effects, mainly consisting of music; this is because I will most likely have to gain permission via payments towards the artist of a certain song.

Similarly, to copyright the notion of libel is you cannot publish a false statement that is damaging a person’s/products reputation. Therefore, within this sector this could link to my advert via ensuring that I do not criticise the image of competitors like Powerade this could be in the notion of comparing the two energy drinks.

In addition, slander is the act of bad mouthing someone without evidence, therefore I need to ensure that any acts of comparing Lucozade energy to a competitor is backed up with scientific evidence. An example of this is Lucozade Sport advert of the Last Men Standing, this comparison of water vs Lucozade would have to be scientifically backed up to ensure that Lucozade aren’t falsely criticising the contrasting brand.

ASA, are the regulatory company that stands for Advertising Standards Authority. This follow many regulations that CAP (Committee of Advertising Practise) institute, therefore as an advertising campaign we need to follow CAP’s codes otherwise ASA will follow it up with legal action. The code that correlates to my advert is the ‘misleading advertising’ code, this contains the notion of substantiation (evidence to prove claims). This links to my advertising campaign as I need to ensure that I do not infer a notion of Lucozade ‘guaranteeing’ enhanced performance this is because the consumer may purchase Lucozade Energy with the ideology that it ‘will’ improve his performance. Subsequently, a consumer could sue Lucozade in a way similar to the Red Bull incidence where someone stated that the ‘it gives you wings’ is false and thus Red Bull had to pay out £15 million in compensation. Therefore I need to ensure I abide my ASA’s regulations so that Lucozade can maximise profit.

Ethical:
Moving onto ethical issues, environmental effects will have a vast influx on the revenue of Lucozade Energy. Being that the bottle is recyclable but the outer sleeve is not, this message may be confusing towards the consumer thus resulting in some people will have a stigma against purchasing Lucozade Energy.

I need to ensure that my representations of multi-cultural groups, gender and age is morally correct; this means that no stereotyping is connoted. In addition, I need to ensure that I am not slandering a representation, an example of this could be the mocking of different ages. If I was to do this it would restrict my target audience as many people will rightly see this as inappropriate and thus not purchase the product.

 

Introduction:
My initial ideas that I want to project consist of creating a 30 second long TV advert, this will allow an audience to stay engaged and also not lose interest after a prolonged period of time. The notion I will follow is to focus on the education and entertainment of the advert, this will thus ensure engagement of the advert and also inform the consumers on the benefits of drinking Lucozade Energy. This will be done via using production techniques like a 3 tiered storyline, by initially showing the sports performer failing then equilibrium via drinking Lucozade then the conclusion of the outcome when consuming Lucozade Energy.

Types of media:
Due to Suntory’s requirement of a creation of an advert, I will primarily create a TV advert, this will also be cross-media convergence as I will be able to distribute this via multiple of platforms, TV and social media. As a result of this, I will distribute the advert to my primary target audience via the main source of media consumption, TV and social media.

In addition, I will also create a poster, this will synergise with the brand image of Lucozade Energy by using bold colours like orange, this will allow greater viewership of the product, furthermore increased opportunity for sales and thus profit.

What is the purpose?
As stated by Suntory’s demands they want to continue their collaborations with upcoming events, previous collaborations target at the demographics of gamers in Tomb Raider and also reality shows lovers with Love Island. As a result of this I am going to use my advertising campaign as a theme revolved around football, this will allow Suntory to expand their current niche target audience to a more mainstream, allowing them to sell their product, Lucozade Energy to the psychographic of sports and football. As a result of this will increase opportunity for sales thus greater revenue for Lucozade.

What is the genre?
The genre is sports drama, this can be denoted via fast rapid cuts, and this will create a sense of high intensity advert. This allows a large targeting due to the mass audience of sports players, therefore situating my advert within the sports genre and linking it to Euro 2020, it will allow me and Suntory to maximise Lucozade Energy sales.

What is your target audience?
As stated via the client brief Lucozade have the primary target audience that consist of the demographic of 16-30 year olds. This opens up Lucozade Energy to a wide variety of product targeting, via cross media convergence to those of which who use social media the most. The way of which my advertising campaign will target this demographic will be via the notion of using elements of media engagement for example fast paced music, this will target appropriately to this primary target audience as it will grab and retain their attention on the advert.

The secondary target audience that my advertising campaign will focus is within the psychodemographic of sport and physical activity, this synergises with Lucozade ‘Energy’ ideologies and connotations associated with the word energy; this consist of intense exercise, sweating, sport and achieving intrinsic goals that someone may set to become fitter and healthier.

What audio will you hear?
The audio will predominately be non-diegetic, this means that it we be added during the editing phase, furthermore the usage of high ‘energised’ music will thus attract the primary target audience; grabbing and retaining attention of the 16-30 year old demographic. Supplementing this notion I will incorporate diegetic sounds associated to sports and football, for example slide tackles, this loud clash will synergise with non-diegetic high energetic audio.

What location will you use?
The location I will predominately use will follow the notion of football, to synergise with the client’s needs of the product linking to upcoming event, this will be Euro 2020. Therefore, I will use football pitches to reinforce the notion of sport, also this links to the product name of Lucozade ‘Energy’. Furthermore, the efficiency of getting to the facilities will be high as they are close to the hiring of the equipment, therefore payments of equipment transport will not have to be used. Also, the football pitch will tie in the whole message that I am aiming to promote with target audience of sports focused psychodemographic.

What costumes will be used?
Continuing my advertising campaigns theme of sport and football, the costumes used by the protagonist will be of the sports nature, brands like Nike and Adidas, therefore we can associate these brands to sport and thus the consumer will make the link to Lucozade Energy. Specialised clothing like football boots and shin pads will also denote football, thus linking my advert to Euro 2020.

What will be your colour design?
My primary colour design will synergise with the brand image of Lucozade, this will be via using bold and vibrant colours, like oranges. Therefore it gives the client and identification to the brand, a colour to associate an advert to the product. In addition, I will use dark colours like blacks to contrast with the vibrant colours, further reinforcing the notion of highlighting the brands images.

How will the product meet the client needs?
Lucozade Energy’s product denotes vibrant and energetic notion, this synergises with the company’s primary target audience of 16-30 years old. The attraction of a fizzy drink will be at optimum for this demographic. Furthermore, Lucozade Energy’s brand image of bright and vibrant colours will grab the attention of the target audience.

As Maslow’s hierarchy we understand that the notion of self-actualisation is optimal moment for someone’s needs, therefore we will aim our advert to reassure people to achieve their own self-actualisation, this will be done via ensure the notion of consuming Lucozade Energy to achieve your greatest self in sports.

Also, the Uses and Gratifications theory denotes that my advert will have the purpose to educate the consumer on the benefits of consuming Lucozade Energy. This education, will help persuade the consumer to want to buy Lucozade Energy over competitors like Powerade and Isotonic.

Where will you distribute the product?
Due to the primary target audience being of the younger demographic this will subsequently lead me to cross media convergence of distributing this via TV advert and social media sponsorship; this allows me to cover both of the biggest media outlets used by the demographic of 16-30 year olds. Teenagers and young adults spend the most time on social media and furthermore 1/3 post’s viewed on Instagram are an advert, therefore the opportunity and mass viewership opportunities when distributing via social media outlets is vast.

What is the budget?
Due to Lucozade’s total revenue in 2019 was £25 million this connotes to me that I will have up to 1 million provided to me via Suntory to create an advertising campaign for Lucozade Energy. Therefore I need to take into consideration all costs within this budget plan to ensure that I comply with Suntory’s requirements.

Firstly, travel costs will be denoted via train tickets from pre-production offices/homes to production sets, due to us aiming to have a team of roughly 5 people we can calculate that the cost from Brighton to Worthing via train is £6.70 per person, equating to £33.50 for one day of production.

Pre-production employees will be used like location scouts this will allow me to optimise my advert. The cost of this will be £28.10 per hour, I have 3 locations I want them to research into, as a result of this I will have to hire them for a 10 hour day, this will come to £281, in addition the transport tickets from point A,B and C, this will come to £20.10.

In addition to the location scout, I will need to hire out the location for production day, as of Worthing Football clubs hiring costs for a day this will come to £100, this will give me enough accessibility to practical functions like plug sockets and giving me an appropriate location that synergises with Lucozade Energy.

During post production I will need to hire an editor and assistant for a day, this will come to £350, this gives me an editor with 7+ years of experience therefore I can have confidence in them to ensure that fast paced cuts synergise with the non-diegetic music and that the advert is to the highest standard possible.

What are the key messages of the campaign?
The key notions I am following throughout my advertising campaign is football, this is because it complies with Suntory’s client brief of having the advert associate with an upcoming event, in this case it is Euro 2020. Subsequently, from this key messages I will use will follow the educate notion in the uses and gratifications theory, this will therefore connote to the consumer that drinking Lucozade Energy will enhance performance.

Why did you use chose the media types for the campaign?
I have chosen to create a 30 second advert, this is because it allows me to ensure cross-media convergence, this is the process of promoting this via multiple media platforms, this will consist of TV, Instagram, Twitter and other social media platforms. This allows me to distribute my advert to the appropriate demographic as consumer consumption of these media outlets is at its highest for Suntory’s primary target audience of 16-30 year olds. In addition, it allows me to advertise this for minimal costs as social media has no charges for the uploading of videos, in contrary to TV that has a cost with the adverts.

What is the campaign schedule?
The first day I aim to distribute my advert will be on the 10^th of March, this gives me time to create pre-production documents, produce and edit the advert to a high standard. In addition, this synergises with the build-up of the 2020 Euros, a key focal point in my advertising campaign.

I aim to begin production by February the 15^th, this is because is permits for me to have enough time to edit and potentially re-take shoot some scenes, ensuring that I create the best advert for Lucozade Energy.

How do you think audiences will respond to it and why?
I believe that the use of Euro 2020 will equate to my advert being enjoyed by my secondary target audience, psychodemographic of enjoyment of football. This is because excitement is always built up to this major sporting event, thus meaning that this association between Lucozade and football will result in my consumers enjoying the advert an

Survey:

What is your age?
16-20 years=4          21-25 years=3          26-30 years old=3

What gender do you identify as?
5 males 5 females

Do you like the use of fast paced edits in an advert?
Yes=8             No=2

Do you have an interest in the upcoming 2020 Euro’s?
Yes=6             No=4

Do you like fizzy drinks?
Yes=5             No=5

How do you feel about purchasing a product that isn’t fully recyclable?
Fine=7            Unsettled=3

Do you like the use of high energised music?
Yes=8             No=2

How many hours of viewership do you do of TV every week?
6-10 hours=3           11-16 hours=6         16+ hours=1

How many hours of social media consuming do you do every week?
6-10 hours=1           11-16 hours=4         17-22 hours=4         22+ hours=1

Do you like being entertained when watching an advert?
Yes=9             No=1

Do you like being informed in an advert about the product?
Yes=5             No=5

What is your most used social media site?
Instagram=4             Twitter=3                  Facebook=1              Snapchat=2

How likely are you to purchase an energy drink?
Highly=6       Unlikely=4

Do you partake in sports?
Yes=6             No=4

How important is equal representation in an advert to you?
High=4           Low=6

Would you lose interest if an advert was over 30 seconds long?
Yes=7             No=3

Does a humorous slogan help you remember the product?
Yes=8             No=2

Does the colour orange appeal to you?
Yes=4             No=6

Overall, we can denote from my findings from a sample size of 10 people that my advert needs to ensure a notion entertainment in the uses and gratifications theory. This can be reinforced my the outcome of the audio and editing questions, as we can connote that Suntory’s primary target audience have a preference of high energised adverts, As a result of this I will ensure that I ensure that my film isn’t long winded ensure that attention on the vital notions can be made.

Reinforcing my advertising campaign of using cross-media convergence this is reinforced by both high numbers in both TV viewership and social media usage, therefore a 30 second trailer will be most suitable for Suntory as it will target this key demographic strongly.

 

Existing Lucozade Adverts

Lucozade Sport | Anthony Joshua | Made To Move:
https://www.youtube.com/watch?v=Z1mo9D9G8cY
The market niche for this advert is the notion of a sports advert showing the progression of a global superstar, Anthony Joshua; this contrast with the stereotypical conventions that sports adverts follow. Therefore by using this unique it will attract and retain viewership’s attention, thus increasing the sales of Lucozade Sport. Also the usage of a role model, Anthony Joshua will bring in its own sales via fans of him who will thrive to be like him, thus resulting in them also wanting to purchase Lucozade Sport.

Lucozade Energy: Find your flow:
The unique selling point of this advert is the usage of lower/middle class occupations in the advert this will generate a primary target audience of the mass audience, increasing Lucozade opportunity for sales. Also the conclusion of the advert uses bright colours, we can denote from this that Lucozade are promoting not just one brand (colour) of drink but all types. Therefore this unique selling point of the cast that they use is effective as it opens up the viewership, also it connotes a message of Lucozade is for all not just for stereotypical athletic people.

Lucozade Sport: Last Men Standing
This advertising campaign had the digital advert as its main focus point in generating mass advertisement for the product of Lucozade Sport. The main notion behind the campaign was to denote that drinking Lucozade Sport is more beneficial than water. This addresses the education notion is the uses and gratifications theory; this is because its main focus is to connote to the consumer information about the benefits of Lucozade Sport. Subsequently, resulting in increased sales of the product as these benefits are clearly identified in the advert.

However the use of Last “Men” Standing as the advertising campaign slogan restrains and confines Lucozade to a smaller demographic target audience; this is because this it could seem as sexist to not use men in a sports drink advert this meaning that some people will refuse to purchase the product due to ethical/personal reasons.

On the contrary, the unique selling point of this is that it focuses on comparison, this contrast with most sports drinks like Powerade’s adverts as they focus on entertainment and Maslow hierarchy of needs in self-actualisation. Whereas this campaign differs as it informs us on the comparison of this drink to competitors, therefore as a consumer we feel as if Lucozade Sport is the best option for us if you are in the sport psychographic.

Lucozade Energy: Find their flow
This advertising campaign has the primary target audience of commuters, this in contrary to other advertising campaigns opens up their size of their consumers to a mass audience. I’m addition it allows Lucozade to have this product targeted at the general audience of sporty and also now commuters with this advertising campaign.

The unique selling point of this is the use of the drink in commuters daily travel, as seen above with the usage of the product during the processing of a train ticket, this connotes to us as the consumer that Lucozade Energy facilitates in someone’s travels to work.

 

 

Walkers Advert:

What is an advertising campaign?
An advertising campaign is a regime that is a company takes on with the intention to promote a product, Walkers did this in the essence of creating an advert for their new product, MixUps. Other types of production can be used like posters, social media, adverts, trailers etc.

An introduction to the campaign
Walkers had to notion and vision to innovate their brand with a new product, Walkers MixUps, this was in a time of 2015 where their brand needed innovating, to re-establish their authority in the crisp sector. Therefore a strong advertising campaign was essential to ensure the viewership of this advert was high, thus increasing brand reputation and likelihood of viewership converting into purchases.

Was the campaign successful?
Personally, I believe that the campaign was successful, “the challenge when you are number one is how you stay relevant? We need to be at the beating heart of popular culture and tap into what is happening now”. This is what Walkers marketing director said, this notion has been addressed because Walkers evidently had an increase in sales, and this precipitates the success of the campaign.

What media platforms was the campaign advertised on?
The celebrity endorsement of the Spice girls all posted it on their social media accounts, to get the interaction of the mass audience, this would’ve gone out to millions of people to see. In addition, to the TV channels like ITV it was posted on Walkers official Youtube channel. This cross media convergence allows a product to be advertised to a mass audience, covering all elements of the internet that people could access.

What was the aim of the campaign?
The priority of an advertising campaign is to increase the products/brands reputation, this was evidently Walkers intention as they stated that “We want to rejuvenate the brand. Although we are in a very good position as the number one crisp brand, we are really trying to reconnect with customers,” this clearly shows that Walkers had an intention to reconnect with the mass audience, the public, this therefore allows a greater range of people who will want to buy the product.

Who were the target audiences?
As shown in the previous quote the demographic that Walkers was targeting was the mass audience, this is hard to denote into psychographics, as it will predominately be aimed at most people in public ranging from all ages and all hobbies.

What were the key messages/USP?
Walkers really drew upon the taste, the use of a ‘biggest fan’ of the Spice Girls not sharing the crisps connotes to the consumer that these crisps are delicious and thus un-shareable.

Was celebrity endorsement used?
The use of the Spice Girls will instantly bring in mass viewership as it gives the advert a purpose to watch, also it will instantly bring in all fans of the Spice Girls as they will idolize them, thus resulting in them having a desire to purchase a bag of Walkers MixUps.

Representation of people in the campaign
The contrasting use of the Spice Girls (women) and the biggest fan (male) will open up the opportunity for Walkers to advertise this to the demographic of all genders. A notion of ethnicity wasn’t used as a focus point, this is so that similarly it increases their ability to target to the mass audience. Lastly, the age was mainly middle aged people this is because the super fans of the Spice Girls would mainly be of this age.

What was the positive and negative responses to the campaign?
DailyCommercials conducted reviews from the public on this advert all of it was consistently positive, subjects like execution, style and humor was rated 5 stars; with memorable and effective as 4 stars. Evidently this connotes that Walkers MixUps advertising campaign was effective.

What were the regulatory issues Walkers had to deal with?
Walkers had to ensure this notion of humor in the advert wasn’t deemed as rude, especially if this advert being broadcasted pre-watershed, it needs to comply with ASA (advertising standards authority) regulations otherwise the advert could be removed.

Evaluating the consistency of advertising campaigns

Cadbury Dairy Milk

Introduction:
This advertising campaign consisted of the viral publication of the ‘Gorilla Advert’ this was the main element to this campaign, as it was published globally in 2007 to the mainstream public, via YouTube, TV adverts. The advert consisted of a Gorilla playing the drums to an iconic song, In The Air Tonight, this notion thus grabbed the attention from the consumers.

Target Audience:
Cadbury’s are very successful in the essence that their target audience is very mainstream, demographics of ages apply to their brand and this advertising campaign. This thus allows Cadbury’s to have a greater opportunity to distribute and sell Dairy Milk to the public. The psychographics of this target audience would be chocolate lovers, this still keeps their audience mainstream and large as a vast population of the public enjoy chocolate. Due to the brand color of purple and this strong notion being carried throughout the video, stereotypically this would appeal to females, but this is not the case, this color denotes the brand image of Cadbury’s.

Aim/message and how is consistent is it
In this advertising campaign Cadbury’s focus their advert on attraction and retention rather than factual, what this means is that they use an iconic song, In The Air Tonight and a Gorilla will retain the attention of a consumer, this notion is carried through as the suspense is built up and led into the conclusive

shot of ‘Cadbury’s Dairy Milk’ the brand. In addition, Cadbury’s recognition is based on the color purple, this is carried through the whole campaign, with a purple backdrop, drum and conclusive shot, and this consistency is effective as it allows the consumers to have this constant notion of Cadbury’s Dairy Milk throughout the advert.

Strengths and weaknesses
Overall, this advertising campaign is mainly successful, this is because of the strong brand image notion carried throughout the advert, connoting the brand of Cadbury’s. However, I believe the product notion should be stronger in this advert, allowing the consumer to understand the Dairy Milk product.

Asda Advert 2009

Introduction
This advertising campaign, focuses on the deals at offer at Asda, it uses staff of the company to connote the inclusive values the brand. They needed to promote the shop and also the products and deals at the company.

 

Target Audience
A demographic of this target audience will most likely be at 30+ year olds this is because the inclusion of deals, connotes the notion of saving money, something that families will want to do. In addition, products like washing powder is used, this reinforces this notion that an older demographic will be targeted. Psychographics, don’t have a huge implication on the target audience, this is because everyone has to purchase food at stores, and so the way Asda need to advertise is by informing the consumer that their brand is better than competitors like Tesco’s.

Message and consistency
There is a strong message of a wide range of products, this is connoted by the back-scenery of the shots, these vary from all sectors of a supermarket from, frozen to confectionary and cleaning, this therefore carries this consistent ideology that Asda sell a wide range of products. Also Asda consistently show the deals they have at the shop this allows the viewers of the advert to have a strong implemented notion of Asda selling brands at cheap prices, a great unique selling point for them. Lastly, to conclude most Asda adverts the slogan ‘Saving you money every day’ is used this consistency through all advertising campaign gives the mainstream audience something to recognize the brand with and associate them to a phrase.

Strengths and weaknesses
Overall, I believe that this Asda advertising campaign is very successful, I believe this because important notions of wide range products, great deals and the brand image is carried consistently throughout the advert. This gives the consumer a strong understanding of the brand of Asda, giving them a competitive advantage over competitors like Tesco’s. A disadvantage of this advert is that the brand image of the color green isn’t as imminent in the campaign, this makes the initial scenes of the advert harder to identify it to Asda.

 

Oak Furnitureland advert 2018

Introduction
This brand started an adverting campaign to promote their brand of furniture. The advert used vast amounts of wooden furniture as this precipitates the brand name of ‘Oak Furnitureland’. It goes into depth onto one specific piece of furniture, by explaining the characteristic of it, like ‘100% wood, strong’.

Target audience
The target audience can be denoted by the use of a middle aged women in the advert, this connotes that a demographic of 40+ year olds will be their target audience. Due to the use of a women in the advert it may be denoted that the gender of the target audience may be towards the female notion. A psychographic that they would have to appeal to is the consumers that enjoy interior design.

Message and consistency
The overriding message of this advertising campaign is to portray the selling points of their furniture and the brand of such is comes from) Oak Furnitureland. This is consistent throughout the campaign as repetition of selling points are used like ‘solid hard wood’. This install this ideology into the consumer that this brand sells quality products. Also the use of their famous slogan, ‘You better knock on wood’, this is used in all adverts and campaigns from Oak Furnitureland as it gives the mainstream audience something to recognize the brand with.

Strengths and weaknesses
The use of explaining the characteristics of the products is a very effective way to promote the brand, it gives the audience a positive opinion of the brand and thus will precipitate to sales. However, I believe an inclusion of a variety of products will be effective as it will allow the audience to understand the product range of the company, enticing them into the website.