Task 8: Evaluate Adverts (M3:U20, D2:U20)
M3 (U20): Explain how the created media components comply with the codes and conventions of the media sectors.
Learning Outcome 3: Be able to produce the planned media components
Codes
Codes are systems of signs, which create meaning. These may include both technical codes or symbolic codes. An example of a code that creates meaning is the retro clothes used in our advert to portray another era.
Conventions are the widely recognized way of doing something which is to do with content, form and style. There are two types of conventions which consists of:
There are many codes and conventions that we used to comply with the appropriate media sectors. All the products we've created for this campaign are part of these media sectors, magazine/ print and film. Over all we've created a magazine advert, advertisement and billboard advert. All these sectors have similar codes and conventions meaning that its easier to create a consistent message. But they're all advertised in different places meaning that there's still some differences so that products can adapt in different sector within media.
The magazine advert uses similar codes and conventions used for a magazine front cover; this is because people tend to read from left to right in a Z pattern. We've chosen this so that people can spontaneously read the magazine and pick up all the key information very quickly and effectively. We've used very vibrant, colorful and contrasting colors to really make it eye-catching which benefits the Z pattern as it stands out. We kept the same color scheme across all the products so that we can deliver a consistent message. We've included the Phizzwizard can and logo in all of our products for the reason mentioned before which is consistence as this is what makes a campaign effective. We've also tried to keep the same color scheme which consists of 3 colors which are red, black and white and a little bit of green which is part of some of the logo's. The sharp and very eye catching background gives this product a retro feel but also makes the product look new and fresh as the secondary audience is teenagers. We've also included social media pages at the bottom of the advert and what we've called our selves which will helps Phizzwizard gain a large social media presence which will increase popularity of the campaign but also increase sales as social media can attract a vast amount of people but also attract more that one audience. The advert is also conventionally sized as an A4 which is the size of most magazine within the industry. As shown below from our research Dr Pepper's advert is really simple and gets their point across nicely and easily. They don't use too many colours but they include the actual can, logo and website. We used the same codes and conventions but also added our own elements to it such as the patterned background to attract more of the eye. The pink and red is usually addressed to soda cans and to their sweet taste meaning that audiences can grasp the taste already.
Researched Magazine Advert:
Magazine Advert:
Z Pattern example which can be used for any product:
For the billboard advert similar features can be seen. This is still for the same reason, consistency. We've created 1 version but as billboards all have different sizes this means that things may have to be placed differently or adjusted in size in order to fit the conventional size. The color scheme has been transposed over which still follows the black/white and red scheme so that people can recognize the product across all platforms. Billboards are typically seen by people when they're driving on roads meaning that our goal was to make a simple looking billboard as when people are driving past they want to pick up 3 things quickly which are the logo, product and social media. Although the background may seem very eye catching it makes the other colors stand out meaning that more eye contact is going to be made with the can, Phizzwizard logo and social media links. The arcade machine in the background being black and white gives the billboard advert a retro feel which is what we've aimed for as the main target audience is for people in their 30's that want a product that reminds them of their childhood. As shown from research below billboards for soda drinks tend to be more very simple because people drive past meaning that they won't necessarily have the time to grasp the product if too complicated. This billboard has 2 colours meaning it adds another element of simplicity. We tried to incorporate similar conventions by including the product within the billboard, the logo and social media link. One things that coca cola also incorporated was their slogan which we also created and included. We tried to keep as less colours as possible as we wanted to keep the billboard simple so that people could understand and understand what the advert is about. This is because people will be driving past them meaning they only have a few seconds to look at the advert and understand what its about.
Researched Billboard:
Billboard:
Lastly for our video advertisement we've used many things to comply with the typical codes and conventions used within film. First of all we used jazzy music which perfectly represent the 90's which will remind adults of their childhood which really emphasizes on giving that retro feel. We used many shots to also portray what is going on around the actor but also show his emotions. The can was strategically placed meaning that we have a product shot. Without the can the advert would simply be useless as the message of the video is to remind adults of their typical day out in their childhood. Another way we gave the retro feel is when we included a 'back to the future' reference which was the time machine. This was used because when the actor drank the soda it took him back in time. This meant that we had to change his clothes to look old school. Conventionally people in the 90's wore checkered shits, chinos and a cap. By doing this we created a 90's look. The last scene is a product shot of someone opening that can and pouring the 'strawberry laced' drink in a plastic cup. For a fizzy drink this is always needed as we looked into competitors and also saw that they used the same codes and conventions for the last shot . We also added the phizzwizard logo over the last shot to portray and deliver the same message within this product aswell. The image below was taken from the end of the Dr Pepper advert. This is key for a video advertisement as these are the main codes and conventions that the advert are trying to portray. The shot of the can and the actual drink poured into a cup is very conventional as you have a product shot of was you're trying to sell. We also incorporated this element so that customers will know what the advert eventually is trying to sell as sometimes the scenes before can be misleading and confusing which we tried to make clear and simple. Another convention we included that Dr Pepper did was the use of social media at the end which we also incorporated as this will a place where customers can learn more about the Phizzwizard product. A voice over is another code and convention that is commonly used across adverts. We did incorporate this within our video advert, however upon reflection it isn't as effective as it could be. If we were to improve this further, the voice over could be written to create more of an impact.
End of Dr Pepper Video Advertisement:
Video Advertisement:
D2: Demonstrate how the technical and aesthetic properties of the media components meet the client brief.
Learning Outcome 2: Be able to plan a cross media advertising campaign to a client brief
The brief that the client provided is simple and gets the points across easily. This helps us create the products they want and not waste time on misunderstandings between us and the client.
Firstly the client brief states that this is a campaign for their latest fizzy drink. We've achieved creating a campaign by creating more than one media which are magazine, billboard and video advert which were also asked to be created.
The brief asked so that their product will be sold in cans meaning that the in our design we have to incorporate a can with their logo on it which we've implemented as shown above. Thanks to Photoshop we were able to find a normal can on the internet and wrap the label around the can. This was challenging as the label provided to us by the client had to be edited for the digital versions of the can. This is because it wouldn't wrap properly meaning that it looked distorted and unrealistic. Anyhow when for example we had to use an real can for our video the label fitted perfectly as being a real can it would fit properly and wrap all the way round. The image below clearly meets the requirements of the brief.
Another requirement is that the products that we've created need to target ages from 13-30. We incorporated this in all 3 products of the campaign. Firstly for the magazine we used colors such as black and white to portray and give that 'retro' feel. The pattern which you can see also helps to make the can above the background stand out. The sharp pattern seen in the background also complements younger audiences as it gives that sense of 'edginess' which can also relate to adults that want remember their childhood. The colour red is also portrayed across all the different products which implies the taste but also the audience that these products want to target. This meets the brief as they want to target adults in their 30's but also teenagers. The colours also attract the eye making the priciest more appealing and stand out. Red is also relates to like fire and energy often a colour associated to teenagers and young adults which is exactly who we are targeting. As outlined by the brief, it states that the strawberry laces flavoured drink has a liquid red colour, so by using this as a prominent colour across the campaign (and more specifically within the magazine & billboard ad) it not only meets the brief requirements, but also allows our consumers to identify the product.
In the bottom left of the magazine advert we included social media which is vastly used by these age groups meaning that they've been targeted. Every young adult and teenager has access to social media meaning that if we can get a large following on our social media's we can then promote and advertise even more which its purpose is to increase sales and revenue. This links to the client brief because it asks us to use social media factors (such as Facebook). So by incorporating this, it clearly meets the brief.
For the billboard the same technical and aesthetic properties have been used. This is not just to follow the audience but it also creates a consistent message meaning that 'Phizzwizard' can be recognized across different advertisements. Nevertheless the technical and and aesthetic properties are similar as we've used a black and white background of an arcade machine which was taken in the same location as where the video advertisement was filmed. As this colour scheme is retro, it meets the brief requirements, but also targets the audiences as it complements the arcade atmosphere. This should allow the target audience to reminisce about times they spent in the arcade.To elaborate further, we chose this background as arcade's are the stereotypical place where teenagers back in the 90's use to spend their free time. Arcade machines are still relevant to this day meaning that we've successfully targeted the main audiences. Other features such as the can and the logo bring the attention back to the strawberry laced soda.
The brief says that the client wants the product to go viral on social media. Similarly to the magazine advert we've incorporated social media links so that the customers know where they find out more about the product. To ensure success in making the campaign viral we created more than one social media on different platforms such as Snapchat, Instagram, Twitter and most importantly Facebook.
Lastly for the video advertisement the location we decided to film on was an arcade. As mentioned before it gives customers a blast from the past but also attract younger audiences the brief asks to. The video advert included an actor which was dressed in modern clothes and kept losing when playing the machine. He then decides to open the can of soda that he brought with him which obviously has the Phizzwizard label on. This product shot is needed as then the whole video wouldn't make sense. He then drank the soda and went back in time which can be seen within the video with a 'back to the future' reference of the dashboard of the car just like in the film which takes him back in time. The next shot is of the actor in different clothes. We did this because we wanted to represent the 90's and give the video a retro theme meaning that he wore stereotypical chino's, checkered shirt and baseball cap which represents that era. Again the brief states that the product / campaign is aimed at 'retro audiences'. The video then finishes with the actor winning at the machines cause of the soda can which gave him 'powers' to win. You then can see him leave the scene with the tickets he won and the can of soda. Another thing is that this video can be advertised on social media such as Facebook, Instagram, Twitter and YouTube.
Before:
After:
Overall we've met all the requirements of the client and demonstrated how the technical and aesthetic properties of the media components meet the client brief. All of the elements included help to create brand identity and allow our message to be consistent across the campaign.
Learning Outcome 3: Be able to produce the planned media components
Codes
Codes are systems of signs, which create meaning. These may include both technical codes or symbolic codes. An example of a code that creates meaning is the retro clothes used in our advert to portray another era.
- Technical Codes - This is all the ways in which equipment is used to tell the story in a media text (e.g. - camera work or editing).
- Symbolic Codes - This shows what is beneath the surface of what we see. For example, a characters action can show you how they are feeling and their emotions.
Conventions are the widely recognized way of doing something which is to do with content, form and style. There are two types of conventions which consists of:
- Technical Conventions: A convention in a technical area. These conventions, apply to the majority of music videos or adverts for e.g. the video being the same length as the song and fast cuts
- Genre Conventions: this is where conventions are associated with a particular genre. An example of this would be portraying the 90's, which we did for example by changing the clothes of the actor to let the audience know that the year has changed.
There are many codes and conventions that we used to comply with the appropriate media sectors. All the products we've created for this campaign are part of these media sectors, magazine/ print and film. Over all we've created a magazine advert, advertisement and billboard advert. All these sectors have similar codes and conventions meaning that its easier to create a consistent message. But they're all advertised in different places meaning that there's still some differences so that products can adapt in different sector within media.
The magazine advert uses similar codes and conventions used for a magazine front cover; this is because people tend to read from left to right in a Z pattern. We've chosen this so that people can spontaneously read the magazine and pick up all the key information very quickly and effectively. We've used very vibrant, colorful and contrasting colors to really make it eye-catching which benefits the Z pattern as it stands out. We kept the same color scheme across all the products so that we can deliver a consistent message. We've included the Phizzwizard can and logo in all of our products for the reason mentioned before which is consistence as this is what makes a campaign effective. We've also tried to keep the same color scheme which consists of 3 colors which are red, black and white and a little bit of green which is part of some of the logo's. The sharp and very eye catching background gives this product a retro feel but also makes the product look new and fresh as the secondary audience is teenagers. We've also included social media pages at the bottom of the advert and what we've called our selves which will helps Phizzwizard gain a large social media presence which will increase popularity of the campaign but also increase sales as social media can attract a vast amount of people but also attract more that one audience. The advert is also conventionally sized as an A4 which is the size of most magazine within the industry. As shown below from our research Dr Pepper's advert is really simple and gets their point across nicely and easily. They don't use too many colours but they include the actual can, logo and website. We used the same codes and conventions but also added our own elements to it such as the patterned background to attract more of the eye. The pink and red is usually addressed to soda cans and to their sweet taste meaning that audiences can grasp the taste already.
Researched Magazine Advert:
Magazine Advert:
Z Pattern example which can be used for any product:
For the billboard advert similar features can be seen. This is still for the same reason, consistency. We've created 1 version but as billboards all have different sizes this means that things may have to be placed differently or adjusted in size in order to fit the conventional size. The color scheme has been transposed over which still follows the black/white and red scheme so that people can recognize the product across all platforms. Billboards are typically seen by people when they're driving on roads meaning that our goal was to make a simple looking billboard as when people are driving past they want to pick up 3 things quickly which are the logo, product and social media. Although the background may seem very eye catching it makes the other colors stand out meaning that more eye contact is going to be made with the can, Phizzwizard logo and social media links. The arcade machine in the background being black and white gives the billboard advert a retro feel which is what we've aimed for as the main target audience is for people in their 30's that want a product that reminds them of their childhood. As shown from research below billboards for soda drinks tend to be more very simple because people drive past meaning that they won't necessarily have the time to grasp the product if too complicated. This billboard has 2 colours meaning it adds another element of simplicity. We tried to incorporate similar conventions by including the product within the billboard, the logo and social media link. One things that coca cola also incorporated was their slogan which we also created and included. We tried to keep as less colours as possible as we wanted to keep the billboard simple so that people could understand and understand what the advert is about. This is because people will be driving past them meaning they only have a few seconds to look at the advert and understand what its about.
Researched Billboard:
Billboard:
Lastly for our video advertisement we've used many things to comply with the typical codes and conventions used within film. First of all we used jazzy music which perfectly represent the 90's which will remind adults of their childhood which really emphasizes on giving that retro feel. We used many shots to also portray what is going on around the actor but also show his emotions. The can was strategically placed meaning that we have a product shot. Without the can the advert would simply be useless as the message of the video is to remind adults of their typical day out in their childhood. Another way we gave the retro feel is when we included a 'back to the future' reference which was the time machine. This was used because when the actor drank the soda it took him back in time. This meant that we had to change his clothes to look old school. Conventionally people in the 90's wore checkered shits, chinos and a cap. By doing this we created a 90's look. The last scene is a product shot of someone opening that can and pouring the 'strawberry laced' drink in a plastic cup. For a fizzy drink this is always needed as we looked into competitors and also saw that they used the same codes and conventions for the last shot . We also added the phizzwizard logo over the last shot to portray and deliver the same message within this product aswell. The image below was taken from the end of the Dr Pepper advert. This is key for a video advertisement as these are the main codes and conventions that the advert are trying to portray. The shot of the can and the actual drink poured into a cup is very conventional as you have a product shot of was you're trying to sell. We also incorporated this element so that customers will know what the advert eventually is trying to sell as sometimes the scenes before can be misleading and confusing which we tried to make clear and simple. Another convention we included that Dr Pepper did was the use of social media at the end which we also incorporated as this will a place where customers can learn more about the Phizzwizard product. A voice over is another code and convention that is commonly used across adverts. We did incorporate this within our video advert, however upon reflection it isn't as effective as it could be. If we were to improve this further, the voice over could be written to create more of an impact.
End of Dr Pepper Video Advertisement:
Video Advertisement:
D2: Demonstrate how the technical and aesthetic properties of the media components meet the client brief.
Learning Outcome 2: Be able to plan a cross media advertising campaign to a client brief
The brief that the client provided is simple and gets the points across easily. This helps us create the products they want and not waste time on misunderstandings between us and the client.
Firstly the client brief states that this is a campaign for their latest fizzy drink. We've achieved creating a campaign by creating more than one media which are magazine, billboard and video advert which were also asked to be created.
The brief asked so that their product will be sold in cans meaning that the in our design we have to incorporate a can with their logo on it which we've implemented as shown above. Thanks to Photoshop we were able to find a normal can on the internet and wrap the label around the can. This was challenging as the label provided to us by the client had to be edited for the digital versions of the can. This is because it wouldn't wrap properly meaning that it looked distorted and unrealistic. Anyhow when for example we had to use an real can for our video the label fitted perfectly as being a real can it would fit properly and wrap all the way round. The image below clearly meets the requirements of the brief.
Another requirement is that the products that we've created need to target ages from 13-30. We incorporated this in all 3 products of the campaign. Firstly for the magazine we used colors such as black and white to portray and give that 'retro' feel. The pattern which you can see also helps to make the can above the background stand out. The sharp pattern seen in the background also complements younger audiences as it gives that sense of 'edginess' which can also relate to adults that want remember their childhood. The colour red is also portrayed across all the different products which implies the taste but also the audience that these products want to target. This meets the brief as they want to target adults in their 30's but also teenagers. The colours also attract the eye making the priciest more appealing and stand out. Red is also relates to like fire and energy often a colour associated to teenagers and young adults which is exactly who we are targeting. As outlined by the brief, it states that the strawberry laces flavoured drink has a liquid red colour, so by using this as a prominent colour across the campaign (and more specifically within the magazine & billboard ad) it not only meets the brief requirements, but also allows our consumers to identify the product.
In the bottom left of the magazine advert we included social media which is vastly used by these age groups meaning that they've been targeted. Every young adult and teenager has access to social media meaning that if we can get a large following on our social media's we can then promote and advertise even more which its purpose is to increase sales and revenue. This links to the client brief because it asks us to use social media factors (such as Facebook). So by incorporating this, it clearly meets the brief.
For the billboard the same technical and aesthetic properties have been used. This is not just to follow the audience but it also creates a consistent message meaning that 'Phizzwizard' can be recognized across different advertisements. Nevertheless the technical and and aesthetic properties are similar as we've used a black and white background of an arcade machine which was taken in the same location as where the video advertisement was filmed. As this colour scheme is retro, it meets the brief requirements, but also targets the audiences as it complements the arcade atmosphere. This should allow the target audience to reminisce about times they spent in the arcade.To elaborate further, we chose this background as arcade's are the stereotypical place where teenagers back in the 90's use to spend their free time. Arcade machines are still relevant to this day meaning that we've successfully targeted the main audiences. Other features such as the can and the logo bring the attention back to the strawberry laced soda.
The brief says that the client wants the product to go viral on social media. Similarly to the magazine advert we've incorporated social media links so that the customers know where they find out more about the product. To ensure success in making the campaign viral we created more than one social media on different platforms such as Snapchat, Instagram, Twitter and most importantly Facebook.
Lastly for the video advertisement the location we decided to film on was an arcade. As mentioned before it gives customers a blast from the past but also attract younger audiences the brief asks to. The video advert included an actor which was dressed in modern clothes and kept losing when playing the machine. He then decides to open the can of soda that he brought with him which obviously has the Phizzwizard label on. This product shot is needed as then the whole video wouldn't make sense. He then drank the soda and went back in time which can be seen within the video with a 'back to the future' reference of the dashboard of the car just like in the film which takes him back in time. The next shot is of the actor in different clothes. We did this because we wanted to represent the 90's and give the video a retro theme meaning that he wore stereotypical chino's, checkered shirt and baseball cap which represents that era. Again the brief states that the product / campaign is aimed at 'retro audiences'. The video then finishes with the actor winning at the machines cause of the soda can which gave him 'powers' to win. You then can see him leave the scene with the tickets he won and the can of soda. Another thing is that this video can be advertised on social media such as Facebook, Instagram, Twitter and YouTube.
Before:
After: Overall we've met all the requirements of the client and demonstrated how the technical and aesthetic properties of the media components meet the client brief. All of the elements included help to create brand identity and allow our message to be consistent across the campaign.
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