I have tryed to upload the first clip i have edited on however it has not worked so i am just going to write about it for now. Since editing this clip we have reshot it so we wont be usiing the edited version anymore. One of the problems i faced during editing was working with Flash, using it for the fisrt time made it extremely difficult, so i needed help from Mr Michie. I learnt how to add key frames and how to change the movements which each section of the clip. what i was attempins to produce was movement with each skittle to bring them alive, this meant giving each of them arms which moved from time to time. each skittles arms had to be produced on a differnet layer and changes each frame. I think that editing will be the most time consuming for me and lauren and therefore we will need to improve our skills on it.
Friday, 14 November 2008
Friday, 7 November 2008
More Problems
Another problem that has occured with our clips is that when watching them back we have found that the lighting is really bad, its too dark and a bit shadowy. this mean that we have to re shoot the 3 clips that we filmed on wednesday. To provent this from happening again we are going to use a strong light which will shine over the whole scene so that there will be no shadow or dark patches.
Wednesday, 5 November 2008
Problems in Filming
When filiming our parachute clip we found it was extremely hard to keep the clouds still the whole time. When watching the final clip back we found that when the parachutes were approaching the bottom the cloud moves slightly out of place and therefore ruins the clip. To get round this we decided to cut the clip just before this happens and make a new clip which is without any clouds and with only one parachute to fill the time which would have been filled up with the reamining clip we cut. We zoomed in on the parachute moving in and then out of view.
This was our original advert one, for the original flavoured skittles. Onced we had made adverts for the other two skittles flavours we found that this one was the odd one out as it wasnt in the style of 'slice of life' telling a story and it also didnt have skittles characters in the whole of it like the others did. Instead of using the original skittles we changed to using carnival skittles so we had more to work with using the new flavours instead of the boring original ones.
Monday, 3 November 2008
Previous research into Brands
Brand Identity
Brand Identity is a combination of the following factors:
1. Brand Essence - a way of summing up the significance of the brand to stockholders and consumers alike of the brand in one simple sentence
2. Brand Slogan - a public way of identifying the brand for consumers - often associated with a logo
3. Brand Personality - marketeers can describe their brand as though it were a person, with likes and dislikes and certain behaviour
4. Brand Values – what does it stand for/against?
5. Brand Appearance - What does it look/sound/taste like?
6. Brand Heritage - how long has it been around? does it have customers who have been loyal to it for many years?
7. Emotional benefits – how it avoids/reduces pain or increases pleasure
8. Hard benefits – bigger? better? cheaper? washes whiter?
Meaning transfer
Most advertising is about linking a particular product or brand to a particular set of qualities or benefits in the consumer's mind. This linkage is often achieved through juxtaposition — the simple imposition of the qualities on the product, in the hope that the consumer will make that connection themselves. This is a process known as aestheticization, carried out through
· Similarity
· Metaphor
· Contiguity
The second stage of meaning transfer is that the qualities will shift from the product to the consumer once they have bought it. The consumer is therefore aestheticized too.
Basically, this means that we define who we are by what we own — and advertising is the route through which we gain a particular identity.
Regulations
In order to monitor and control advertising a number of different regulatory bodies have been established. Many countries have an Advertising Standards Authority, whose job it is to listen to complaints from the public, and establish whether or not a particular ad or campaign should be withdrawn. In the UK the situation is complex, as each medium is governed by a different regulatory body:
Non-Broadcast Advertising is dealt with by the Advertising Standards Authority
TV Advertising complaints are referred to the Independent Television Commission
All advertising in the UK is subject to the Committee of Advertising Practice's Code (known as the CAP Code) and also to the Code of the European Advertising Standards Alliance.
Brand Identity is a combination of the following factors:
1. Brand Essence - a way of summing up the significance of the brand to stockholders and consumers alike of the brand in one simple sentence
2. Brand Slogan - a public way of identifying the brand for consumers - often associated with a logo
3. Brand Personality - marketeers can describe their brand as though it were a person, with likes and dislikes and certain behaviour
4. Brand Values – what does it stand for/against?
5. Brand Appearance - What does it look/sound/taste like?
6. Brand Heritage - how long has it been around? does it have customers who have been loyal to it for many years?
7. Emotional benefits – how it avoids/reduces pain or increases pleasure
8. Hard benefits – bigger? better? cheaper? washes whiter?
Meaning transfer
Most advertising is about linking a particular product or brand to a particular set of qualities or benefits in the consumer's mind. This linkage is often achieved through juxtaposition — the simple imposition of the qualities on the product, in the hope that the consumer will make that connection themselves. This is a process known as aestheticization, carried out through
· Similarity
· Metaphor
· Contiguity
The second stage of meaning transfer is that the qualities will shift from the product to the consumer once they have bought it. The consumer is therefore aestheticized too.
Basically, this means that we define who we are by what we own — and advertising is the route through which we gain a particular identity.
Regulations
In order to monitor and control advertising a number of different regulatory bodies have been established. Many countries have an Advertising Standards Authority, whose job it is to listen to complaints from the public, and establish whether or not a particular ad or campaign should be withdrawn. In the UK the situation is complex, as each medium is governed by a different regulatory body:
Non-Broadcast Advertising is dealt with by the Advertising Standards Authority
TV Advertising complaints are referred to the Independent Television Commission
All advertising in the UK is subject to the Committee of Advertising Practice's Code (known as the CAP Code) and also to the Code of the European Advertising Standards Alliance.
Previous research into Advert Campaigns
Revels newest advert campaign was launched with the idea to get people to vote out there least favourite flavour. revels consist if six different chocolate flavours, Coffee, Malteser, Caramel, Orange, Raisen and plain chocolate. there aim is to introduce a new flavour to the pack but before they must get rid of one of the old flavours. to do this they are getting the public involoved in a big brother style evicition where people of the public vote out there least favourite revel. they are using the line 'Save the one you love, evict the one you hate!' The advert consists of a host who talks to the audience about the evition, this follows the same style as big brother does with Davbina McCall. Lines in the advert spoken by the host also are said and used in the style of the weakest link with the host like Anne Robinson, for example, "so which flavour will you be saying au revoir to ? which is the revel that doesnt take your fancy?" This advert stlye is used to get the audience active with revels and talking about the chocolates. Getting the audience active with the website (which is where they vote) will get there other products advertised more aswell.
Treatment
The product we have chosen to advertise is ‘Skittles’, our first advert begins with an establishing shot of the new flavoured ‘Fairy Floss’ skittle on a pink float mirroring a carnival float as we are promoting the new carnival skittles. The advert introduces all the new flavours on different floats reflecting their flavours. Furthermore, the soundtrack for advert 1 will be an old fairground mix to create a sense of fun and excitement linking to the skittles. The majority of our transitions are cuts as it quickly moves on to the next flavour.
Our second advert begins with an establishing shot of the original skittles on a boat in search for new flavours. The advert is a ‘slice of life’ as it I storytelling. The original skittles discover a tropical island in which they set anchor on and find new tropical skittles. The majority of our transitions for advert 2 are cuts as it allows the advert to flow quickly. In addition to this, the unique selling point is the new flavours available and our line of appeal is confidently, allowing children to feel confident when eating them. The soundtrack for advert 2 will be ‘You can get it if you really want’ by Desmond Dekker combine with many sound effects for example the sea and wind to create a sense of verisimilitude.
Our third advert begins with an establishing shot of the new wild berry skittle’s packet to allow the audience to relate with previous skittle flavours. This advert will be crammed with little skittle men performing dangerous and wild stunts, such as jet skiing and sky diving. The soundtrack for advert 2 will be ‘Wild thing’ by The Troggs, but will also contain many sound effects and voice overs, for example the sea and wind. The majority of transition for advert 3 will also be cuts as similarly to advert 1 the advert moves quickly in order to introduce all of the new flavours.
Additionally, our target audience ranges from 7-13 years old as the animation will connect more with children and younger ages. All of our adverts are linked through the ‘slice of life’ effect and the colours of the skittle men in each. Furthermore, each of our adverts end similarly to allow the audience to relate to previous adverts as the skittles jump into the new flavoured packet. I feel that we are promoting our product in a positive and correct way for our specific target audience.
In order for all of our adverts to link, we decided to use animation to create our campaign. The specific technique we have chosen to use is a mixture of stop animation, physically manipulated objects and photographing them one frame of film at a time to create the illusion of movement and cutout animation. This is produced by moving 2-dimensional pieces of material such as paper or card. We will further improve our advert by editing it on different programmes such as frame by frame and adobe premiere.
Our second advert begins with an establishing shot of the original skittles on a boat in search for new flavours. The advert is a ‘slice of life’ as it I storytelling. The original skittles discover a tropical island in which they set anchor on and find new tropical skittles. The majority of our transitions for advert 2 are cuts as it allows the advert to flow quickly. In addition to this, the unique selling point is the new flavours available and our line of appeal is confidently, allowing children to feel confident when eating them. The soundtrack for advert 2 will be ‘You can get it if you really want’ by Desmond Dekker combine with many sound effects for example the sea and wind to create a sense of verisimilitude.
Our third advert begins with an establishing shot of the new wild berry skittle’s packet to allow the audience to relate with previous skittle flavours. This advert will be crammed with little skittle men performing dangerous and wild stunts, such as jet skiing and sky diving. The soundtrack for advert 2 will be ‘Wild thing’ by The Troggs, but will also contain many sound effects and voice overs, for example the sea and wind. The majority of transition for advert 3 will also be cuts as similarly to advert 1 the advert moves quickly in order to introduce all of the new flavours.
Additionally, our target audience ranges from 7-13 years old as the animation will connect more with children and younger ages. All of our adverts are linked through the ‘slice of life’ effect and the colours of the skittle men in each. Furthermore, each of our adverts end similarly to allow the audience to relate to previous adverts as the skittles jump into the new flavoured packet. I feel that we are promoting our product in a positive and correct way for our specific target audience.
In order for all of our adverts to link, we decided to use animation to create our campaign. The specific technique we have chosen to use is a mixture of stop animation, physically manipulated objects and photographing them one frame of film at a time to create the illusion of movement and cutout animation. This is produced by moving 2-dimensional pieces of material such as paper or card. We will further improve our advert by editing it on different programmes such as frame by frame and adobe premiere.
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