Evaluation

Peer Feedback

Print Advert

Do you think my colour scheme is suitable?
Matthew- Yes I think it is a good representation of what underwater colour scheme looks like.

Jade- Yes, the colour scheme is suitable as it represents water.

Ben- I think that the colour scheme Is very suitable, by using bright colours it symbolises happiness, potentially showing the happiness that can be felt if they try scuba diving.

Anthony- I think the colour scheme works great, it gives off a underwater feeling along with exploration of a city tour.

Joey- Yes, the colour scheme is suitable for what you are advertising, the blue and the green used resembles the ocean.

Is the ad too vague?

Matthew- Not at all. You have included the explanation of what it is, a brief one, which is good as the advert keeps concise and clear style.

Jade- No, you can tell easily what the advert is for and it includes all the information needed.

Ben- Overall no, but upon first look it is quite hard to see what its advertising but it can easily be recognized quickly.

Anthony- I don’t think the advert is too vague, it gives you the relevant information along with use of persuasive language making it effective in selling the product.

Joey- I think that at a first glance it could be but if you continue to look at each aspect of the advert it is easily recognisable.

Does it follow the AIDA model?
Matthew- Yes it does, I can see that the “Expand” at the top gives the viewer an idea of progression but it is still unspecified, which keeps him curious about the whole. Then you progressively explain and visually persuade them to buy your service.

Jade- Yes, as the advert will easily draw attention and make the audience interested, making them want to find out more and continue to read the advert. They may then be persuaded to try scuba diving.

Ben- I think that your advert follows the aida model, it grabs the audience’s attention, peaks their interest and then ultimately will convince them to join.

Anthony- Yes it follows the AIDA model as it grabs the viewer’s attention, gains interest through the imagery and the finally uses persuasive language to convince the reader to search for details on how to join scuba diving.

Joey- I think that your advert does follow the aida model and it does grab the viewers attention with the use of bright colours and bold writing which contrasts well with the background. From seeing the eye catching poster they will then read onto the where you can try scuba diving so overall, yes it does.

What could I do to improve?
Matthew- The silhouette of the woman is quite unprofessional. To me it looks like you didn’t have a good idea what to fill it up with, but to be fair I cannot think of anything else than what you did. I’d say the quality of buildings could be improved, as they seem a bit vague and low resolution.

Ben- The only thing I would change is maybe make it a bit more obvious as to what its promoting

Anthony- I feel as though it could have been made to be slightly more obvious in what is being promoted as at first glance it looks like an advert for an aquarium. The silhouette could also have been left out of filled with something more relevant.

Radio Advert

Do the sound effects create an image in your head?

Matthew- Absolutely I instantly think of water, swimming pool, etc.

Jade- Yes as the splash at the beginning straight away makes me think of a swimming pool or water.

Ben- Yes I think, as soon as it starts it creates an image of a pool which is extremely ideal given what your company is about.

Anthony- Yes, the splash of water at the beginning of the advert gives you the instant image of sea life.

Joey- Yes I could imagine someone jumping into the water and then going onto explore.

Is the length appropriate?

Matthew- Yup.

Jade- Yes.

Ben- Yes I think that the length is appropriate, its not too long and not too short, it gets its information across very well.

Anthony- Yes, it gives you all the relevant information the appropriate time slot.

Joey- Yes It is.


What could I do to improve?

Matthew- The finishing voice-over could use a little bit of more volume, as it is almost inaudible.

Jade- The ending terms and conditions are quite quiet so the volume needs to be slightly increased.

Ben- The voiceovers are quite quiet, its quite hard to hear them at times 

Anthony- I feel as though the voiceover at the end of the ad could have been increased in volume

Joey- The terms and conditions are rather quiet compared to the rest of the advert.

Print Advert and Mock Up

Radio Script

Product: Dearne Valley Divers

Writer: Emily Watson

Length: 15-60 seconds

Production notes:

• Ella Hill and Jasmine Hart will be voicing my advert as they have clear voices and Yorkshire accents which will appeal to my target audience.

Music:

• 'Upbeat, energetic and uplifting pop' from AudioJungle, (fades in quickly at the beginning of the advert whilst fading out slowly at the end, volume lowers after a few seconds at the beginning to work with the voiceover)

Sound effects/ SFX:

• Splash (beginning)
• Underwater sounds (constant throughout the ad)
• Talking/ laughter (beginning)

Script

•  Splash sound effect (loud, main focus), talking crowd sound effect (faint, background noise)
• Music fades in (quickly)
• “Want this to be your summer? What are you waiting for? Expand your world with a splash of adventure- try scuba diving today.” (Ella)
• Small break of music, tempo increases
• “For more information and to book your try dive call on 07766 544032 or find us at dearnevalleydivers.org.uk” (Ella)
• Music ends, fades out (slowly, lasting for terms and conditions)
• "Terms and conditions apply, twelve years and over only." (Jasmine)

Radio and Print Advert Proposal

Persuasive Techniques

What is persuasion?
The action to induce someone to do something through reasoning or argument

Key words:

• Temptation
• Encourage
• Influence
• Prompt

Links to advertising:

• Purpose to sell a product, promote an event, etc.
• Aims to a target audience
•  Uses positive and carefully selected persuasive language
• Appeals to certain emotions and personalities

Considerations:

• Persuasion is part of the codes and conventions for advertisements- be sure to include these in your work!

Different techniques:

• Repetition
• Justification of product (e.g. why buy this?)
• Consistency
• Social proof
• Comparisons
• Identifying and 'solving' the audience's problem
• Preparing for future events
• Expert opinions
• Grouping people together and offering 'invitations' to the audience e.g. join the club
• Personal pronouns (involving everyone)
• Exaggeration
• Bribery
• Addressing potential objections
• Storytelling
• Facts and statistics
• Snob appeal (getting this will make you better than everyone else
• Patriotism
• Scare tactics
• Alliteration
• Rhetorical question
• Emotional appeal
• Brand association (celebrities, etc.)
• Testimonials (statements from noteworthy people)
• Superlatives and adjectives
• Rule of three

Print Advertisements

Purpose:
- To inform
- To advertise a product, place, etc
- To promote/ sell a product
- To raise awareness
- Attract visually
- To educate
- To remind, e.g. flu jabs

Examples of print advertisements:

Heinz Tomato Ketchup Ad

The first advert that I have chosen is from Heinz, and is an advertisement for their product, tomato ketchup.
The ad is an example of ethos, as it's slogan "No one grows Ketchup like Heinz" is a statement from the company, saying that they're the best brand that produces this kind of product. This confidence reassures the people that buy it.
The advert has a complementary colour scheme of green and red, with parts of white. Red attracts and grabs the attention of the audience, whilst green presents health, growth and being active- qualities that both children and adults should have. White balances the colours in the advert as it prevents the advert from looking plain. It also helps the font stand out at the bottom against the red background, making it clear and noticeable. The font is also sans-serif, it's clear to read, simple and aims toward a younger audience.
The image in the ad follows the Gestalt principles of similarity and continuity. The bottle is made out of slices of tomato (similarity principle) which promotes that the product is made from natural sources. It also shows the continuity principle is present as our eyes see the individual slices come together to form the shape of a ketchup bottle.
This advertisement however does not contain all of the codes and conventions. For example, it has no direct contact to the viewer as it doesn't have a model.


Women's Rights Ad

The first thing you notice about this advert are the image, as they take up all of the space on the advert. The direct eye contact of the women to the camera puts pressure onto the audience, as if preventing them from looking away from the ad.
Two Google search bars with the phrases 'women shouldn't' and 'women should' are present on the advert, each of them coming up with negative results and stereotypes about women. This shows the harsh opinions of others about women and their rights. The placement of the search bar covers their mouths, preventing them from speaking.
This advert uses both logos and pathos. Logos is present as Google is used to present the negative search results. This is effective as Google is a reliable search engine used by the majority. Pathos is shown by getting the audience to feel sympathy or empathy by seeing how women are put down by others not acknowledging their rights.
This advert works with the Ehrenburg model as it aims to inform the audience of what's going on, shows what people think and has statements at the bottom reinforcing the message that the advert is trying to provide.

Road Awareness Ad

I chose to use this advert as it shows a very
It shows a couple being distracted from the road as they are about to run over a child.
The message of this is driven directly into the audience as the top of the child's head is covered by a mirror with the reflection of their own child's face.
This advert clearly uses pathos as it appeals to parents and carers.

Radio Advertisements

Purpose:
- To promote products, upcoming events, etc
- Reach a large audience
- Gain listeners for radio stations
- Make money for radio stations (commercial stations rely on funding, so they will use lots of advertisements)

Features:
- Jingles
- Engaging voices
- Pathos (provokes emotions)
- 15-60 seconds long
- Instrumental background music
- Persuasive language
- Voice-overs
- Facts and statistics
- Sound effects (creating imagery for the listener)
- Celebrity association (actual voices, mocking voices)
- Contact details
- Terms and conditions

Why are accents effective in radio ads?
Hearing is a more powerful emotional sense than sight, and more effective for memory recall. Accented voices are powerful tools.

A research study by the PH Media Group showed a 27% increase in companies choosing to use accented voices in their ads.

Yorkshire accent: trustworthy, honest and trustworthy

Newcastle upon Tyne accent: warmth, genuineness, friendliness and understanding

Codes and conventions:
- Catchy jingle- memorable song for the audience to remember to link with the advertised product or programme, e.g. Go Compare

- Catchy slogan/ quote- a slogan or quote from the ad that will help remind the audience what it's about, e.g. "compare  the meerkat"

- Persuasive language- attracts the audience whilst also persuading them to buy the product, watch the programme, etc. The tone of voice used in the ad however will change to match the content of the ad, for example a more serious tone will be used in an ad about quitting smoking or cancer charity adverts.

Tips on making a radio ad:
- Make a log line (turn the brief into one sentence)
- Make it a clear message
- Write down several ideas
- Focus on aspects e.g. half price, new products, etc.
- Make it fast and cheap
- Check your script by reading it out loud to both yourself and others (act it out)
- Be critical
- Good, understandable dialogue
- Different voices/tones for the main ad and the terms and conditions

Examples of radio advertisements:
-RAF Spotify ad:

The first example of a radio advert that I have chosen is an RAF ad, promoting some of the various jobs available in the army. The purpose of the advert is to convince people to join the RAF.
The first feature of this ad is it's slogan, "be part of the story". To the audience, it seems like the advert is saying that if they join, they will become part of the narrative of a book. It also has the other appeal of that you could be the 'hero' of the story.
It is 25 seconds long, well inside the standard length of a radio ad. The information presented in the ad is in small and suitable chunks, separated by breaks of sound that creates imagery for the listener.
The voice is clear and understandable, allowing the listener to be able to hear every word. The voice is also male, which although the ad is intended for both genders, will appeal to men as they are more likely to join the army than women.
As it transitions from job to job, different sound effects are used in the background to create the atmosphere of where the work takes place for the listener to experience which could be appealing to those who may be interested to a job in that category. It also makes the audience visualise where they would go if they went into this career.
A good feature from this advert is that it keeps a clear message throughout for the audience to join the RAF.
This advert only uses two of the codes and conventions (catchy slogan and persuasive language) as it doesn't include a catchy jingle. This leaves the ad with a risk of not being remembered as well as others.

YouTube. (2012). [Online]. RAF Spotify Commercial. Available at https://youtu.be/gRScPQzgxqg  [Accessed 19th Jan 2017]


-Nandos Spotify ad:

The second advert that I've chosen is from Nandos, which has a purpose of grabbing the audience's attention to promote the company and gain more customers.
The man who voices this ad has a Spanish accent, which is effective as Nandos is Spanish influenced.
It's 38 seconds long, and although it is in the average time length of a radio advert, it's still quite long and seemingly repetitive in it's content. This means that if this ad was played rarely it would be effective, however if it was heard multiple times a day it would turn from amusing to annoying pretty quickly, pushing away the audience instead of pulling them in.
The slogan used in this ad is "that's the spirit of Nandos". This makes the company seem friendly and even familial from the advert content.

YouTube. (2009). Nandos Uk Advert - Spotify. [Online]. Available at https://www.youtube.com/watch?v=odyuao_-UJg&list=PL9ZAH7g2F0UVQmdLMf4syFk2nsWraJUiD&index=7 [Accessed 19th Jan 2017]


- Auto Trader ad:

The third advertisement that I have chosen to use is an ad by Auto Trader, a company that specialises in selling new and second hand cars.
The ad invokes pathos (emotional appeal) as it sounds like she's breaking up with her significant other, which plenty of people in the intended target audience could have done before.
A feature of the advert is the placement of it's background music. Whilst the woman is talking about selling her car, it's quiet. But when the man begins to talk about the company, the music comes in.
Looking at the codes and conventions, the advert doesn't come across as very effective. This is because the advert isn't very memorable as it doesn't contain neither a catchy slogan or a catchy jingle, however it does use persuasive language in the form of logos by using facts ("we've been helping Britain buy and sell cars for 35 years") and statistics ("three times more potential buyers than any other site") in the advert.

YouTube. (2013). I'm selling you on Auto Trader - radio ad - female [Online]. Available at https://www.youtube.com/watch?v=YnMlQzR6my4&list=PL9ZAH7g2F0UVQmdLMf4syFk2nsWraJUiD&index=19 [Accessed 19th Jan 2017]

Advertisement Models

What are they used for?
- Planning
- References
- Help to have a critical view of work
- Set limitations
- View obstacles
- Generate ideas

Advert model = follow to achieve success!

Pathos- Emotional appeal, e.g. 'aww' factor for rehoming animals
Logos- Logical appeal (facts and statistics), e.g. 9/10 doctors agree
Ethos- Appeal to credibility, shows trustworthiness, e.g. celebrity association

Examples of models:
- Maslow's Theorem
     - Human motivation
     - Can be applied to any concept of advertisement
     - Also known as the Hierarchy of Needs model

- AIDA model
     - Three qualities of success

- DAGMAR model
     - Also known as the Hierarchy of Effects model

- Ehrenburg model

- DRIP model

Model product examples:

- AIDA
     - Avengers Age of Ultron poster
          - Celebrity actors- brand association
          - Action-packed poster attracts eyes, though the poster itself doesn't give away much information on the film so it pushes those interested to look online for the trailer and buy tickets

- DAGMAR
     - Aldi TV advert
          - Informs the audience of the difference in prices between them and other stores, which they may be unaware of
          - The comparison between the prices may persuade the audience to go to the shop and see what other items there are

- Ehrenburg
     - Renault Zoe print advert
          -  Most people won't have driven an electric car and may be curious to try
          - Try before you buy, 'take an electric test drive'. Electric not only says what kind of car this is, but it could also be describing how it feels to drive one of these cars as 'electrifying' is a word often used to describe a rush of excitement.
          - Renault is a well-respected brand and assure that their products are well-made.

- DRIP
     - Plusnet Broadband TV advert
          - Yorkshire based company that focuses on a local target audience
          - The company produces unique adverts, as usual broadband ads take place in a home featuring a router whilst Plusnet's are in different locations outdoors which gives the audience a sense of freedom and individuality.
             are featured in different locations giving a sense of freedom and individuality

Rationale Units 5 & 6

Deadline- 08/03/17

Unit 5- Investigating Audio Production and Technology

Unit 6- Investigating Visual Production and Technology

To achieve a good result on these units, I must complete these tasks:

·         Task 1- Analyse the requirements and parameters of radio and printed advertisements through research into the purpose and success of codes and conventions used in both forms (analyse at least 3 adverts for each form).

 

Evidence- Research presented in any format (illustrated report, presentation, etc) uploaded onto a blog

·         Task 2- Using the research from the first task, create a proposal of the units that shows an overview of my ideas for a radio advert. It must be detailed and highlight the: synopsis of content; skills required to produce the ad; resources required to produce the ad; target audience; supporting research. I will also present how I will overcome any limitations proposed by technology to prove my idea to be successful and include an action plan showing details of tasks with their individual deadlines and required resources.

 

Evidence- Word document containing the proposal with the schedule and content of the radio ad

·         Task 3- The same as task 2, except the document I will create will be a proposal outlining my plans for a print advert. It must be detailed and highlight the: synopsis of content; skills required to produce the ad; resources required to produce the ad; target audience; supporting research. I will also present how I will overcome any limitations proposed by technology to prove my idea to be successful and include an action plan showing details of tasks with their individual deadlines and required resources.

 

Evidence- Word document containing the proposal with the schedule and content of the printed ad

·         Task 4- Create and edit original recordings from scripts and proposals in the form of a radio advert and a print advert for a local chosen company. I will use industry software, Adobe Audition and Adobe Photoshop and learn relevant tools, techniques and theories to produce creative and well-thought out ads. Th

·         Task 5-

Introduction

This blog will be used to record my progress throughout units 5 and 6 of my Interactive Media course as I work towards creating a print advert and a radio advert.