TV Advertising
Task 1: Analyse existing adverts
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There are a number of distinctive forms of TV advertisements along with products for different markets and people that it appeals to. The most well know forms are described as 'Talking Heads, ‘Documentary' and 'Animation’ and many more.
Examples of these include: Dell advert: (https://www.youtube.com/watch?v=-ijH3cRJ1BY)
This is an example of a parodic advert that uses the style of humour/parody. They make fun of themselves or other narratives. This adverts form is surreal as their showing their product being made like a sweet. Their style and form also is a technique itself being humour. This uses a linear structure. Milky Way red car blue car advert: (https://www.youtube.com/watch?v=P8LARnyyJKI )
This is an example of an animation form of advertisement, where a TV advert uses cartoon style/ illustrations of characters to promote their product. Its style is surreal and uses a linear/ sequential structure. |
Citroen C4 advert: https://www.youtube.com/watch?v=cJXPJSPuv-Y
This advert has a linear / sequential structure. This advert has an anti-realist form meaning that what happens in the advert will never actually happen to the audience , this means the advert can play around with CGI effects. It uses a humorous style and at the same time making their car seem really good. |
Daz advert – cleaner close:
https://www.youtube.com/watch?v=Z9HrD_F5qqs This advert has a linear / sequential structure. It uses a series form meaning that they have similar adverts that are released about each month from a particular product with a continuing storyline. This can create a strong brand identity. They use a mix of styles mainly humour , drama and shock. |
How adverts are planned, tested, sold and regulated.
"Advertising agencies are involved in every process of making an ad from discussing what the client wants to do through to getting the ad on air. Clients would usually go to the account handler or potentially the planner to indicate that they think that they need some advertisement, the planner and the account handler would then work with the client to work out what the advertisement is trying to achieve and why. The planner will then craft that into a creative brief so that they can have a proper think about what the ad is all about. The creative team will then generate a script which will then be sold to the client by the account handler and planner the ad will then go into production and will be made , shot , w on air or posted. the planner then will evaluate the campaign to work out weather the ad has achieved the aims set out for it. The planner represents the consumer , they need to understand the market what , what your client offers in that market place and why it might appeal and who are buying in that particular area. Planning is about research and finding out what can make advertisements more insightful and better so there’s a lot of internet based research or getting out there and talking to consumers.” - careerplayer.com/graduate-jobs/advertising-and-pr/advertising-overview
It’s important that a TV production company and advertising agency have expertise in broadcast quality productions and broadcast standards ,this is so the advertisements is accepted by the networks.
Most privately TV networks , such as ITV rely a lot on advertising as it provides the most revenue. Adverts promote a wide range of products , services and ideas. They have short advertising spots , from a few seconds or several minuets. TV ad placement is decided by the help of BARB which measure the types of audiences watching at particular times. This will help them choose targeted air time that will get seen by the aimed customer.
Adverts are regulated by the ‘Advertising Standards Authority’ it’s the UK’s independent regulator of advertising across all media. They apply the ‘ Advertising Codes’ which are written by ‘Committees of Advertising Practice’. Their job is to act on complaints and check the media to take action against misleading , offensive or harmful advertisements. If they deem an ad to be in breach of ‘ The Advertising codes’ they will withdraw the advert or change and the advertiser must not use the approach again.
Adverts are planned by two types of pre-market research one is syndicated research , this is where a research company has carried out a particular study and then sell its results to numerous companies. The second type is customized research , a study is carried out for a specific client and the results are only available to the client.
After there will be a post-test to see if the if the advertisement has affected the brand , such as frequency of purchase and gain of brand awareness.
The research methods they use are focus groups , ratings , audience measurement panels , surveys and face to face interviews.
Most privately TV networks , such as ITV rely a lot on advertising as it provides the most revenue. Adverts promote a wide range of products , services and ideas. They have short advertising spots , from a few seconds or several minuets. TV ad placement is decided by the help of BARB which measure the types of audiences watching at particular times. This will help them choose targeted air time that will get seen by the aimed customer.
Adverts are regulated by the ‘Advertising Standards Authority’ it’s the UK’s independent regulator of advertising across all media. They apply the ‘ Advertising Codes’ which are written by ‘Committees of Advertising Practice’. Their job is to act on complaints and check the media to take action against misleading , offensive or harmful advertisements. If they deem an ad to be in breach of ‘ The Advertising codes’ they will withdraw the advert or change and the advertiser must not use the approach again.
Adverts are planned by two types of pre-market research one is syndicated research , this is where a research company has carried out a particular study and then sell its results to numerous companies. The second type is customized research , a study is carried out for a specific client and the results are only available to the client.
After there will be a post-test to see if the if the advertisement has affected the brand , such as frequency of purchase and gain of brand awareness.
The research methods they use are focus groups , ratings , audience measurement panels , surveys and face to face interviews.
Task 2: Gather secondary research:
The product we chose is Sprite which is a lemon and lime flavoured (caffeine-free) created by the Coca-Cola Company. It was originally established in West Germany 1959 named Fanta Klare Zitrone, then later launched in the U.S in 1961 named Sprite.
(The soda pop sprite was named after the Sprite Boy character which was also coke a colas mascot in the 1940 and 1950 ad campaigns for coke a cola )
(The soda pop sprite was named after the Sprite Boy character which was also coke a colas mascot in the 1940 and 1950 ad campaigns for coke a cola )
USP
Slogans and designs:
.Sprite has had a range of slogans over the years from the 160’s all the way up to now.
. In the 60s and 70s varied from "Taste Its Tingling Tartness", "Naturally Tart", and "It's a Natural!" and "It's Sprite!"
. In the early 1980s with the words "Great Lymon Taste makes it Sprite" which stayed on the logo for many years
. 1987-1994. "I Like the Sprite in You"
. 1994 "Obey Your Thirst"
. Late 1990s -"Image is nothing. Thirst is everything. Obey your thirst."
. In 2000, Sprite commissioned graffiti artist, Temper to design a limited edition can which saw the design on 100 million cans across Europe.
. 2006- Obey" or being replaced with "Freedom from Thirst"
Product Range
Over the years Sprite has had 17 variations worldwide, including: Sprite Zero, Sprite Remix, Sprite Blast, Sprite Ice, Sprite Duo, Sprite Super Lemon, Sprite Lemon Lime Herb, Sprite Recharge, Sprite Green, Sprite 3G, Sprite Cranberry, Sprite 6 Mix (aka Sprite LeBron’s Mix) and Sprite Tropical.
Rival products & sales figures.
7Up is Sprite's rival product , The Coca-Cola company made Sprite after seeing the popularity of PepsiCo's 7Up.
(http://www.marketingmagazine.co.uk/article/784570/sprite-7up-draw-battle-lines )
Primary research
I created a survey via survey monkey to find out about what the target audience ( teens ) buying habits , attitudes towards this brand and rival brands are.
link to survey : https://www.surveymonkey.com/r/S3PKFHF
Originate, develop and test of advert idea.
Idea 1: Obey Your Thirst (Police Interrogation).
It’s set in a jail room where a suspect is being interrogated.
As the police officer gets up to leave the room he places the product on the table in front of suspect.
The suspect then hears the sprite bottle calling him and saying “obey your thirst” which is one of sprites slogans.
The suspect then opens the bottle and drinks it, a few seconds after the police walk in giving him a shaming look.
Then we will have a close up shot of a sprite can and bottle being put on a table with a voice over and text on the screen saying “Thirst is everything obey your thirst”.
some shots we may have:
It’s set in a jail room where a suspect is being interrogated.
As the police officer gets up to leave the room he places the product on the table in front of suspect.
The suspect then hears the sprite bottle calling him and saying “obey your thirst” which is one of sprites slogans.
The suspect then opens the bottle and drinks it, a few seconds after the police walk in giving him a shaming look.
Then we will have a close up shot of a sprite can and bottle being put on a table with a voice over and text on the screen saying “Thirst is everything obey your thirst”.
some shots we may have:
Idea 2: Sprite up Your Street. (Into Colour).
It’s set in in an empty city street. Where the world is dull with no colour just black and white.
We then see a person looking bored walking through the street with no purpose, this person then notices a beam of light in colour (the sprite colours).
They then follow this beam of light in surprise which leads them to a vending machine and the sprite bottle will be in colour. The person then gets this bottle and drinks it.
As the person drinks the sprite the world regains colour and the world seems full of life and cheer.
Then we will have a sprite bottle and can in front of a graffiti wall with text clearly by the side of the bottle “sprite up your street” and then have a voiceover saying “Only one sprite is right”.
It’s set in in an empty city street. Where the world is dull with no colour just black and white.
We then see a person looking bored walking through the street with no purpose, this person then notices a beam of light in colour (the sprite colours).
They then follow this beam of light in surprise which leads them to a vending machine and the sprite bottle will be in colour. The person then gets this bottle and drinks it.
As the person drinks the sprite the world regains colour and the world seems full of life and cheer.
Then we will have a sprite bottle and can in front of a graffiti wall with text clearly by the side of the bottle “sprite up your street” and then have a voiceover saying “Only one sprite is right”.
focus group
The Coca Cola Company tries to satisfy the needs of a whole range of different people. They have drinks that target different, age groups, ethnic groups, gender, lifestyles, etc. Sprite has aimed it's products at the teenage market since 1987. so we held a focus group with members in our class.
Production research for idea 2
References:
https://www.asa.org.uk/About-ASA/About-regulation.aspx
http://www.beamled.com/
http://www.marketingmagazine.co.uk/article/784570/sprite-7up-draw-battle-lines
https://en.wikipedia.org/wiki/Sprite_(soft_drink)
http://www.coca-colacompany.com/brands/sprite/
https://images.google.com/
careerplayer.com/graduate-jobs/advertising-and-pr/advertising-overview
https://www.youtube.com/
http://www.beamled.com/
http://www.marketingmagazine.co.uk/article/784570/sprite-7up-draw-battle-lines
https://en.wikipedia.org/wiki/Sprite_(soft_drink)
http://www.coca-colacompany.com/brands/sprite/
https://images.google.com/
careerplayer.com/graduate-jobs/advertising-and-pr/advertising-overview
https://www.youtube.com/