Evaluation draft, self marked:

Advert evaluation draft with corrections:

Advertisement presentation:

Presentation of planning advert. from kenzo111

Secondary research: Internet and book

Secondery Research Internet and Book.

Questionnaire copies:

Audience Research Analysis:

Audience Research Analysis:

For the research of this advert project i had to conduct many different research sessions such as a focus group, a Vox Pop video and I also had to give out questionnaires to members of my target audience. I did this in order to make some of the decisions i need to do for my advert. All of this infomation is gathered from the three task i mentioned earlier.

Such as my questionnaires, for example i found that the majority of people who filled in the sheets i gave them, were teenage males. To be precise they were between the ages of 16 and 28 years old, so young teens to young adults; with the majority of those people being single male. I also gave focus to teenage target audience given how the majority of people who filled the questionnaires in were students.

During this research i have also learned some useful information from my focus group. For example everyone in the group came to the agreement of looking into a persons account before accepting their offer to friends online, and to block and ignore anyone they didn't want to speak to. And how this would be a good idea of keeping safe online. 

This is a similar practice that was also addressed in the Vox Pop video. As all of the members featured suggested that they shouldn't speak to someone they didn't trust online, and to block and or ignore people they shouldn't be talking to, as a way of keeping safe online.

Vox Pop discovering’s:

Vox Pop discovering’s:

As part of the research for my advert I had to conduct a Vox Pop video where I directly talk to members of the target audience I will be aiming for, in this case teenagers. I gathered a small group of people to record on camera, and asked them questions. This document will be going over the answers they gave me.

Firstly I asked how they would keep safe online, and how they do so. Each of the people involved answered by saying how they look into the profile of someone who adds them as a friend on a social networking site, and to ignore them if they’re a stranger. Alex (one of the people featured in the video) said she uses privacy settings to make sure people don’t hack into her account or see her private infomation.

I then asked them what social networking sites that they use to communicate with friends. All of them said they use Facebook and Twitter. But Alex and Eileen both said that they use Instagram as a site to communicate with their friends. However Isaac didn’t say Instagram as a site that he uses; however he did say Snap Chat was an app he uses to talk with his friends online.

I asked the people featured what they thought a social message campaign was. Alex and Eileen both said how they are used to promote information and safety to the public via advertisments. Where as Isaac didn’t seem to know what a social message campaign was. As he thought it was when information was spread to people via the Internet, during the final question he even admits he didn't know what a social message campaign is.

Finally I asked the group what would be seen and featured in a social message campaign. This question ended up confusing Eileen and Isaac as Eileen mentioned how she wasn't to sure for the content of a advert like this. However she mentioned how it will contain information on how to keep people safe and aware of certain issues. Alex mentioned a similar idea of giving advise to the viewer, in terms of how combat and cope with the issue that's being addressed. Similar with Isaac as he mentioned that the aim is to spread information to the viewers and target audience that is being aimed towards.

Social Messaging Campaign: Vox Pop video:

Product placement Research:

Product placement research:

As part of this project for the creation and research of my advert, I had to research the placement of the advert if it was to be broadcast onto a TV channel, and what channel it would be shown on.

First of all I had to think about who I would be aiming the advert to; in the case of this anti-bullying advert, the age range would be people who are in their teens. So the age range would be around 15-19 years or possibly even younger, given how many people in lower ages have mobile phones and social networking accounts. So I had to research channels that aim their self’s to young audiences of teenagers. 

In the end I researched three different channels to choose from. The first was E4, I considered them because they market themselves as for young people; they do this with the comedic and teen drama content they produce such as: Misfits and The Big Bang Theory; both of which feature cast of young actors. They also advertise themselves as having a youthful personality in their advertisements and channel idents.

The channel MTV does a similar approach to E4 in the sense that they advertise themselves towards young people. But the difference is the content being shown, in this case music videos and reality TV. With the music videos they broadcast being videos for pop and rock music. Which does well to add to the youthful and lively personality that the channel advertises. BBC Three does a similar thing in the sense that their programming broadcast and even feature young adults and teenagers in their programming; such as reality shows and even sitcoms and dramas. The closes music related content this channel shows is concert footage from events such as the Redding Festival for example.

Advertising styles and forms Presentation (Prezi/ Draft one)

Audience feedback on finished advert focus group:

Market research focus group

Blank Questionnaire:

Questionaire.

Advert shooting schedule:

Advert Shooting Schedule.

Advert evaluation report:

Evaluation Report Self Assessment:

I was asked to create a anti bullying and social messaging campaign advertisement for the company Connect Cast. The advert must be around 25-30 seconds in length. I will self assessing said advert in order to evaluate the effectiveness of this advertisement. The basic structure of this advert is of a talking head advertisement, it's similar to the style of a vox pop video. With the persuasive techniques being how the advert uses five teenagers explaining their experiences about cyber bullying online; giving the emotional response of sympathy for the audience.

I believe that the opening of this advert is strong because the viewer can automatically see that the advert is about cyber bullying, displaying the message quickly and clearly; which is essential given the short amount of time given for an advert. This clear from the people featured start to discuss said issue and their experiences on this subject. I gave the five actors (including myself) the script for the advert and then filmed them saying large chunks of the script while looking into the camera. To which i then edited the footage in order to make all the clips match with each other, to look like one long speech with each line leading into the next. But also it was done in order to keep up the pacing of the video to not bore the audience with slow pacing. While the advert may not change camera angles and locations, it does feature a constant change in the actors featured on screen; this being conventional of talking head adverts. Which has been done in order to show the audience that many different teenagers of gender and race experience cyber bullying. In which this gives the viewer as much information as possible when it comes to the subject of the video itself.

I would compare my advert to something like the 'Words Hurt' advert by Dispute Resolution (another anti bullying company) as they as simular in terms of promoting online safety and anti bullying in general. They also both feature a bleak and somber tone when it comes to the atmosphere of the footage on screen. They also go through the details and emotions of people that have or are expeirencing bullying. Along with both of these adverts featuring a cast entirely of young people and are also both filmed in a school. Which has been done in order to directly appeal to the target audience of teenagers.

For this advert I have used two music files for this advert. The first piece of music at the start of the advert is called 'Anguish', I choose this because i felt that it gave the somber and dark tone in order to display to the audience the problem with cyber bullying that some teenagers fit. With them discussing the problems in the beginning, and I felt the music fit the scene well. The second piece of music I used for the ending of the advert was called 'Montauk Point'; which was a upbeat guitar track. In that part of the advert there is information given about how to fight and combat cyber bullying. The tone of the video ends up changing and I felt that the upbeat track fits well with this scene at the end.

During the making process of this advert, i had made two drafts of the advert; both of which were shown to my client. I had received feedback from the client of what worked and what didn't, then i thought about how i would redo the parts of the advert that needed to be redone. The first draft ended up with a few changes added and parts flat out removed. For example she thought one of the talking head clips that featured could've had better line delivery. So both clips were removed, and she suggested that i record more clips; changing the amount of people i had from two to five people. She also asked me to add another track at the end, i added a upbeat guitar track at that part. This helped to lighten the mood when the teens featured discussed methods of combating the issue.

I feel that I could've displayed more information and explained some of the information in more detail. For example I feel that I could so how the website ConnectCast could help teenagers that face this issue, along with more ways that people could combat the issue of cyber bullying on their own. It also clear that some of the teens featured in the advert look like they forgot what they were saying given the way the speak in some part of the footage. Speaking of the lines, I felt that some of them were done too quickly looking back on it in editing; such as the footage of the female teen, where her line was said too fast.

The advert concludes with the slogan 'stay connected, stay safe'. In which this fades out and the ConnectCast company logo fades onto the screen; all while the company website is shown at the bottom of the screen. This is effective because it shows the viewer where to go for more information on the subject and for mentioned company. This generates interest in the company, so the viewer can search for what the company does and how they do so.

Compared to my original plan for this advert there are quite a few differences between the original plan and final draft. Firstly the opening was changed from having our actors enter the frame and sit on chairs, to just start of with them speaking to the camera; which ended up making the advert's pacing flow much smoother. And secondly there were meant to be close ups of the actors faces and eyes to further show the emotions of these people; then upon editing draft one i felt they had become unnecessary for the video.

After i had completed my advert, i gathered a focus group together in order to discuss the effectiveness of the advert. I showed them the video and then asked them some questions based on what is showed them. The first two questions i asked the group what was the subject of the video and how they were able to tell; this was to see if it could successfully communicate their message. All three members of the groups identified it as anti-bullying, and agreed that the advert's message was clear and straight to the point.They also mention how it's successful in advertising the aid and support that Connectcast will give to people who face the issues being addressed. They also said it's clear that it aims for a audience of teenagers, which is what i was aiming to do; so the advert is shown to be effective in it's goals.

During the making process of this advert I've further developed the editing skills I've used in my previous moving image projects; such as my ident and my music video. For starters I used the skills of quick cutting editing that I had used for my music video, in order keep the pacing of the advert from dragging. I've improved some of the skills I've previously used, such the synchronizing of footage. In which I did this for the cut away shots of the phone, and having the audio of the teens laid underneath; making the audio last the same length as the separate footage, making the clips match.

Advert self evaluation report:

Advert self evaluation report:

The aim for this advert is to promote anti bullying, prevention of cyber-bullying and the means for teenagers to fight both of these issues; along with aiming said advert to a teenage audience. I achieved these aims by showing the effects and solutions to these problems and the effects people face with these issues in the advert itself.

In order for this advert to appeal to the specific audience of teenagers, i would need to use people with in that age range and target audience in order to appeal to that said audience i was aiming for; in this case young people. In which all five of the people that were featured in the finished advert are all teenagers themselves, around the ages of 17 and 18.

If i was to change anything from the finished advert, i would have had the teens featured to perform their lines better, doing it with more energy to their voices, along with some of the clips could have been spoken clearer. I also could have used to a more diverse cast with more female teens to be featured in the finished advert, rather than the four male teens and the one female in the group.

The advert uses a talking head style of advertisement, as seen with the use of the five teenagers present in the advert. There is also the use of emotional response given the somber tone brought on by the actors tone of voice and the music we use during the begining. In which a more dramatic style was being used.                                                                                                                                

Final advertisement:

New music for advert:

For my social message campaign assessment, i was asked to make the advert promoting anti cyber bullying. In which i had produce a first draft of said advert and uploaded it to Youtube.

In the original draft of the video, i included a gloomy music track called 'Anguish' in order to reflect to tone of a serious subject such as cyber bullying. I picked this track and left it to run throughout the duration of the advert (35 seconds) until the end. However when i was given feedback on the first draft, one of the first things to change was the music. Mainly to change the track near the end where the characters featured in the advert are giving advise on how to combat the issue of cyber bullying (that would be around the 15 second mark of the video).

In search for a new track to take up the remaining space after that point, i went to a website called: Royalty Free Music; which is the site where i found the first track that was used during the advert's first draft. I then went on to look for happy and upbeat music in order to fit the description of the given feedback sheet. In my search i ended up finding three different upbeat tracks to use.

The three tracks: 'Carefree', 'Gonna Start', 'Montauk Point'.
The last one was the track that i ended up picking for the second draft that will soon be going into production. I put the track 'Montauk Point' into my my first draft in editing, and the two ended up going well with each other. But also with the fade in transition i've added, the two music tracks the advert uses blend well together.

Anti-Bulling advert draft one:

Feedback on draft one: 
After uploading the first draft of my advert, i was given feedback in order to improve the video for its second draft. I was told that the script was excellent, along with the use of cross cutting.

In terms of improving the advert, I was told to reshoot both of the main shoots of the interviews. Mainly because the first one featuring me needed to be better framed to show the top of my head. While the second clip needs to be reshot because it was clear that Lewis (the actor featured in this scene) looks like his reading the lines from the script while in front of the camera. In order to improve this mistake i will be reshooting the clips featuring me. But also i will be filming using more people; in which the advert will feature each line of the script said by a different person on screen. To show of more of the point of how a lot of teenagers are cyber bullied.

Finally the last improvement i was asked to make was to change the music. I will need to keep the dark gloomy music at the start of the advert, but when the people featured in the advert start giving advise to fight online bullying. The music will become more upbeat and happy. So now the main goal is to find suitable music that isn't too upbeat compared to the music track this will follow on from.

Advert location visit:

Location Visit Sheet (1).

Focus Group discovering's:

Focus group discovering’s:

After completing my filming session of the focus group, here is what I’ve leaned from these members of the group.

Firstly when asked the group about how they keep safe online, they mentioned how they don’t give out any personal information (passwords, addresses, phone numbers etc.) and also that they look into the websites and accounts they go into. An according to the members of the group, these methods have worked effectively for them.

Secondly i asked the group if they talked to a stranger while online. Out of the four people in said group, half of them have admitted to talking with a stranger online. They said they did this through networking to meet new people in a 'controlled' chat room. The other two members of the group said they've haven't done this. 

Thirdly three of the four people that were in the group said they have never been cyber bullied, while one of the people in-group admitted that, she had bullied someone online. She did this by making fun of someone on a website called ‘putt penguin’ was later reported by the website.

Fourthly I asked the group weather they have given out personal information to people online. Everyone within the group responded by saying yes, in which they admitted to giving out information such as credit card details and email addresses to certain websites. But they’ve only done this to websites that are used for online shopping such as Amazon and PayPal in order to order products online via the web.

And finally I asked the group weather they have met up with someone they have talked to online. While the group did answer yes to the question, they then went into detail of that they’d only meet with said person if they had done the following before hand: 

1.      Speak with the person via websites such as: Facebook and Skype over a long period of time.
2.      They would meet with said person in a public place during broad daylight.
3.      If this person was friends with or knew someone they themselves were friendly with.
4.      They would meet up with said person if they felt the person was ‘legitimate’ and if they had spoken face to face online.

Advert Risk Assessment:

Advert Risk Assesment.

Advert Treatment:

Advert Treatment.

Advert Props and Costumes list:

Advert Props and Costumes List.

Three animatics:

Animatic one:
 
The idea of this advert was to have a vox pop talking head style, in which 4-5 characters explain their issues and experiences with cyber bullying. But near the end of the clip, they explain how the issue of online bullying can be dealt with; by simply reporting and blocking the bully in question.

Animatic two:
The basic idea of this advert is of a young person receiving abuse from cyber bullying; as we see the person being called names and generally mocked by the people sending said messages. By the end, the character of the piece decides that in order to fight the problem, he blocks the person sending him these horrible messages.

Animatic three:
 
Finally in this advert, a narrator explains how young people can be effect and how the messages sent to them can emotionally effect them, as seen in the event in the clips. But as the events are happening, the narrator of the piece (the fellow in the suit) helps our featured young person by telling him how simply blocking and reporting the bully in question can resolve the issue of personal cyber bullying.

Production research summary (Advert):

The budget for the production of my advertisement will be £1,500. In which the money will be used to hire: cameras, tripods, actors, the location to film on, the computers to edit with along with the software itself. 

I found out that an, 'Nikon D700' camera would be the most efficient camera to used; this is because this type of camera captures footage professionally and clearly, this will make the overall footage look appealing and interesting for the viewer. I've also chosen this type of camera, because of the weekly hire price is £75. I will be shooting this advert for around three weeks, the total amount would be  £225.

Also I researched a range of tripods  to use at a cheap hiring price. I've chosen to use a tripod called the 'Vinten Pro5'. The reason for this is due to the hire price for this tripod for week would cost £65, I given how i would be filming for three weeks; the total price comes down to £195, in order to hire for the said three weeks.

I decide to use a 'MacBook Pro laptop' for the editing software of, 'Final cut Pro. This will cost £99 per week. The end price £297 for using the software for three weeks for editing. In short I've picked this laptop in order develop and piece together my finished advert.

I found out that hiring actors for the advert will be expensive, this is because hiring one actor will cost £75 per hour. That's why i have decided to use a small amount of actors; ranging around four to five characters. Costing: £375 in total.

Hiring a location, such a classroom or a drama studio will cost £22 per week, Given how i'll be shooting for three weeks. Hiring three different classrooms will bring me to a total of £198 (one room costing £66).

The final cost to hire all the equipment, actors and locations to use for my advertisement will be £1,290. With my total budget being £1,500 leaving me with £210 left over for further equipment or re-shoots. As for the where abouts of where to get the equipment, i had done my research through sites such as media dog hire. This is where i found the prices i have mentioned throughout text, so this would be a good place to get the stuff i will need and use for the production of the video.

Music Video Conventions Documentary:

Draft one:


Draft two:
 

Uploading my work (Music video):

Once my music video was finished and then exported my work, afterwards i then uploaded both of my first and second drafts of the music video up onto Youtube; in order for it to be viewed by my client. I uploaded the video under the Youtube channel 12DMV2013. In order for my client to view the video in question, i uploaded it to Youtube in order to copy the embed code from the uploaded video onto another blog post. That way both drafts of the video can be viewed and assessed from there by my cilent.

Exporting my work (Music Video):

Once my music video was finished and edited together, i then exported the footage. I did this on Adobe Premiere by clicking the file tab at the edge of the software page, i then selected the Media option which lead to another option named "Media". A option menu popped up. Whilst it was up i selected the format of the video which was called Quicktime; this is the software that the video will be played on the computer.  The next option to select was the Preset (the quailty of the video) in which i selected HD 720p 24 H.264. Finally i typed into the final option, the output name. In which i named it "Kenny Colliver Music Video". In which the file was then turned into an MP4 file in a chosen file on the computer i was working on.

Paper Edit of music video:

Advert budgeting.

Upon completing the planning and story-boarding for my advertisement, To begin with I've started to think about what were the essential elements and people needed for the production of the advert itself. But also i have done some research into the prices for the possession of these items.

This included: 

• Props to be featured.
• The payments to hire our actors.
• The price to hire the locations to shoot in.
• The equipment in order to shoot our scenes.
• And the software needed to put the footage together with.

Filming:

For starters, i looked at the prices of the camera we would be hiring for this production. The brand I've chosen to look into was the Cannon EOS make of cameras. As the second screen grab shows, there many different models of the Cannon camera each ranging different prices when it comes to the payment for hiring said camera.

I then moved onto researching a different make of camera, this time the Nikon SLR camera. As like the previous make, this camera has different model versions along with the different prices that the cameras cost in order for them to be hired by me and my team filming this advertisement. In the end i decided to go with the Canon brand of cameras, due to their lower price of weekly time while being hired out compared to the Nikon cameras.

Next on my list of equipment needed was a tripod to mount on to our camera. I have conducted research into a tripod that will be able to keep the shot stable and clear. However i wanted it at reasonable low price while hiring it for the days we'll be filming on. One of the cheapest tripods to use was the Vinten D700; which was priced at £45 per week of shooting. Which would be reasonable for our cause.

Editing:

I've figured out that the price to hire a Mac Pro with Final Cut editing software would cost us £38. However in order to hire a MacBook Pro Laptop with Final Cut 7 it would only cost £25. I decided to go for the cheapest option; that being the MacBook.

As you can see from this screenshot below, this is the prices of hiring the editing software required to put the advert together. But also the time i will be paying for and where i would be editing the footage. That way this gives me a taste of what i will have to work with during the editing process.

                                          

Actors:

I then decided to look at the cost that will be needed to hire the actors required for the advert. Upon doing this I've learned that some actors would ask for prices of £200-£600 for their services on set. This would also count for working during shorter filming days.

Locations:

Finally i continued with the research of the hiring prices and cost of the sets that are to be featured in this advert. The advert will be filmed in five different class rooms at a local high school. I researched in to the prices to hire these said rooms and; this was the result of my search. Looking upon the numbers and prices in the graph, the prices set out do look reasonable for a price for us to pay.