Task 4

TASK 4 (label this on your blog as 30.1.4)

According to Gillian Dyer (Advertising as Communication, Routledge 1988) advertisers use among other techniques, the following lines of appeal. They use images of, or make reference to things to tap into our desires or fears. View the Powerpoint called Lines of Appeal which is available on Moodle.

Analyse three different TV adverts and state which persuasive skills and lines of appeal have been used:

Advert1

Product Name: Nescafe                                                                  Link:

https://www.youtube.com/watch?v=2K_lpyyhJBU

Persuasive techniques: The Nescafe advert is set in a fictional world inside a coffee bean, and from there we see an adventure begin with somewhat an adventurer/explorer and his journey to find a glowing entity, he then collects it into a jar and then makes his journey back to a cave in which we see a large number of jars with the glowing entities inside them

Product USP: The unique selling point of this product is that it uses many visual appeal such as visual effects such as the fictional world inside the coffee bean. It also gives a theme of adventure as the character in the advert slightly resembles fictional adventurers such as Indiana Jones, along with the theme of going on a journey to find a form of treasure, this being the glowing entity in the advert.   

Advert 2

Product Name: Carlsberg                                                                Link: 

https://www.youtube.com/watch?v=3P_API6N4oA

Persuasive techniques: In the Carlsberg advert it begins with a man searching for a room for rent and as he finds the house he is greeted with the housemates of the house and is then introduced to a very expensive looking place, as he is toured around the house he sees how amazing the house is along with the housemates, the house features self cleaning mechanics and the view of a football stadium from one of the bedrooms. 

Product USP: What Carlsberg's unique selling point is that it is saying that if you drink Carlsberg it then means you are living the rich life, but also it implies that you are living the rich life by drinking Carlsberg. It shows that there is some class when it comes Carlsberg and that it is not just another brand of beer.

Advert 3

Product Name: M&Ms                                                                   Link: 
http://www.tellyads.com/play_advert/?filename=TA14943&advertiser=M%20&%20Ms&type=recent

Persuasive techniques: The advert consists of the M&M characters trying their best at being 'British' however they are unable to do within the time of the advertisement. 

Product USP: The unique selling point of this product is that it uses CGI in the advert, that CGI being the M&M character themselves. Another point is that M&Ms is an American brand and what it is doing here is trying to appeal to the British market by changing the colours of the M&Ms to the colours of the British flag.  

Task 30.1.3

What both these advertisements have in common is that they are both trying to sell their products. Both say that their products are good and the=at you should buy their product.

However what makes these two advertisements different is way they try to advertise their product. 

The classic advert repeats it product several times. 'Gibbs SR' toothpaste is constantly repeated throughout the advert, and from this we can learn that a lot of repetition is used to prove a point to the audience they are trying to sell to. Another point is that the classic advertisement uses a lot of adjectives to describe their product such as 'fresh' and 'tingling' along with other words. 

In the classic advertisement they explain what SR stands for (Sodium Ricinoleate) and they say this is the reason for the 'tingleness'  

Throughout the advertisement they heavily recommend the viewers to buy Gibbs SR and they explain that it keeps your teeth and gums healthy along with other persuasive points.

For the contemporary advertisement, in this case the Colgate advertisement it has much different approach compared to Gibbs SR. Colgate is more direct and in its advert it implies that other toothpaste brands are not as good as their own. The advertisement itself is a creative representation which means it it not 100% true. In the advertisement Colgate highlights the fact that is clinically proven that is able to stop dental infections, some examples being cavities and gum problems. It is similar to Gibbs SR but the Colgate advert is more appealing as it specifically identifies the dental problems it can handle.
The Colgate advert uses more than one actor (two actors and a voice over) compared to Gibbs SR which only has one actor and a voice over.  
                        

Task 2

TASK 2 (label this on your blog as 30.1.2)

Advertisers use a variety of techniques to get us to buy goods or services. Some of them are listed below. Can you fill in the gaps and find an example of an advert which fits the persuasive technique used?

Type of persuasive technique	Link to an advert which uses this technique
The Anecdote: Personal experience or story which is sold to us as proof.	https://www.youtube.com/watch?v=OdxAyAmBaeQ In this advert a personal story is being told to the audience and as the narrative progresses it shows us how it links to the product being sold.
Adjectives: Crisp, fresh, healthy, nutritious, etc	https://www.youtube.com/watch?v=Hq2SlCja3zo Old Spice adverts use a wide variety of adjectives emphasising how fresh/cool you’ll become. These adjectives are used several times throughout the adverts.
Repetition: Key points, positives about the product, themes etc	https://www.youtube.com/watch?v=Hq2SlCja3zo The Old Spice adverts are heavily repetitive and emphasise how it has so much ‘power’
Statistics: Often presented as factually accurate but sometimes they are a bit dubious.	https://www.youtube.com/watch?v=8ULR68LTmbw In this Colgate advert statistics are given such as how 98% of plaque is removed by just using Colgate.
Fact: A statement that is true and can be proven.	https://www.youtube.com/watch?v=AIyqcST29wQ Highlights facts about how smoking causes mutations, which could eventually lead to cancer. It then asks the audience a question if you would stop and then leads to a quick smoking starter pack.

Television Advertisement

TASK 1 (label this on your blog as 30.1.1)

Advertising is everywhere. It is one of the largest sectors of the media industry,

adverts being presented in a wide range of media such as television, film, radio, magazines, posters, billboards, the press, and the internet. Of all of these, television advertising probably has the highest profile, some television advertisements being so effective and memorable that they become classics and part of the cultural background for a whole generation of viewers.

Television is used to market almost every product one can imagine from everyday consumables, like washing powder, to extravagant sports cars, whilst some advertisements promote a service such as insurance, banking or vehicle breakdown cover. Television advertising has become more and more sophisticated, utilising the very latest digital production techniques. Content and style can be simple or complex, using traditional narrative structures or less obvious surrealist imagery, and messages can be overt or understated. There seems to be no single approach which can be said to be more effective than another.

1.Explain what TV advertising is?

 A television advertisement is a short programme paid by an organization and its purpose is to convey a message towards a product or service.

2. View three different contemporary TV adverts and lists three key characteristics of them:

·       Target audience/Age- ToysRUs adverts are specifically aimed for young children.

·       Narrative/Story- John Lewis Christmas adverts always have a story and have a deeper meaning to them.

·       Product placement- Iceland adverts mainly consist of their products being shown to the audience and being advertised how cheap it is.

Final Edit

This was our final edit and in this video we used 3 editing techniques, pleasantville effect, speed ramping in which we used slow motion along with cloning.

Organisation in FCP

There are several ways to organise files.

 One of those ways is to rename the file to something of your choosing.

 Another way is create bins, by doing this you can create specific bins to place specific files in.

 Another option is to do log notes.

 By doing log notes you can describe which files are best, this is helpful when you have multiple takes of the same scene.

 Another option is to add labels that are colour coded.

 With the column tabs you can rearrange them to your preferences.

Step by Step Guide to creating a Scratch Disk on Final Cut Pro

Begin by opening up Final Cut Pro and System Settings

 A window will then open when you click the system settings.

 Then go to HD-2 and create a new folder with your name.

 Once you select choose you files will go to into your name.

 For the ones above repeat the same steps in which you save them in your folder.

 As you can see it is all saved in my named folder.

 Next create a new folder with the name footage.

 You can now place your footage into the Footage Folder

 Next import the footage folder into FCP

 Once you have done this save your project first.