Advertising

Primary Research Results

Do you like to see celebrities endorsing products on adverts?

Yes:9

No:1

This shows that 90% of people enjoy watching celebrities in adverts, I will try and use this in my advert when creating it.

What is your faveourite advert at the moment?

Compare The Market:5

Thomson:1

Smirnoff:2

Lynx bullet:1

The advert that most people preferred from the list is the compare the market. I shall have to watch this advert again and use some of the codes and conventions that are displayed in the advert.

Do you like to see adverts with a narrative?

Yes:9

No:1

Most people preferred an advert with a story line or narrative so this should be a good quality to use in my advert.

Do you think tag-lines are important in TV advertising?

Yes: 8

No: 2

People like tag-lines, i will have to harness this and use it effectively.

What line of appeal is most important you in adverts?

Comedy: 7

Nostalgia: 0

Happy Families: 1

Beautiful Men/Women: 2

Successful lifestyles:0

Comedy seem to be a good quality to display in an advert, I will have to add humor to my advertisement.

How long should adverts be?

10-20 seconds: 2

21-30 seconds: 6

31-40 seconds: 2

21-30 seconds seems to be an effective time for advert not too short or too long i shall remember this for future usage.

Is repetition effective or annoying?

Effective: 1

Annoying: 9

Only one person thought repetition is effective so maybe i shall steer clear of using lots of repetition.

What in an advert annoys you?

People/characters: 2

Repetition: 7

Length: 1

Again repetition is annoying, I wont use this in my advert.

What kind of music appeals to you in adverts?

Classical: 2

Ambient: 5

Energetic: 1

Guitar: 2

Ambient music seems to be popular so i shall bare this in mind for creating my own video.

What is your faveourite genre of advert?

Sport: 1

Narrative: 2

Cosmetics: 5

Technology: 2

Cosmetic adverts seems to be a hit but technology and narrative adverts also.

INTERVIEWS

Interviews

I interviewed 3 people to find out what in adverts people like and dislike and also their overall views on television advertisment.

When asked "What type of characters do you like to see in adverts?" Gemma replied " generally just celebrities, other characters or subjects just don't interest me."Jonny agreed with gemma but also likes female models and actressess but animation is also a aspect he enjoys, whereas mr birkenshaw seems to just like when proffesionals and people of a similar age are on the screen, but, like Jonny, he enjoys attractive actressess aswell.

I asked "Do you prefer adverts with or without a narrative and why?"

everyone replied saying they like narrative adverts simply because it's more relateable and more interesting than people throwing random persuasive teqniques in your face isn't what viewers want to see.

Which adverts, in the past, have caught your eye?

Everybody replied saying that adverts for food or drink seem to be the best: the natural confectionary company and guiness were amongst the top few.

Go compare seemed to be the most annoying advert on the box the moment with cash for gold adverts aswell.

What in adverts do you like or dislike?

Repetion, singing and low budget adverts are the worst and comical adverts seem to be the most popular out of the the answers.

MIND MAP

PROPOSALS

Idea One:

Usher is seen to be working out; he is lifting weights , running on a treadmill and doing pull-ups on a bar . Loud drumbeats are heard that resemble his heartbeat or pulse which gets faster through out the advert, as does Ushers heavy breathing. His breathing suddenly stops and the sound of a cheering crowd is heard, the camera pans around to show an arena audience screaming and cheering. We then see usher singing to the audience.

Idea Two:

Usher is walking through a room full of empty seats towards a stage. He climbs up onto the stage showing the empty room then he raises his arms and his voice and the crowd appears to reveal raging teenagers and women you hear the voice over "see usher live at O2 venues on priority with O2, text first to 08802..."

TREATMENT

I have chosen the first proposal that we came up with.

The lines of appeal that are shown in this are beautiful people as our main subject is usher. Also a line of appeal will be successful people as he represents the successful lifestyle because he obviously is a famous singer. The factors in persuasion that will be featured in our advert will be star power, Usher is a good example of a celebrity for star power because usher is famous amongst the younger generation. We use star power because as a celebrity younger people become interested in what the celebrity is doing or using, then a lot of fans may choose to do the same this is also called celebrity endorsement.

The primary target audience will be teenaged girls as usher has the physical features that attract young women and The secondary target audience will be older women as women of older ages are as well attracted to usher. Reward power is also used in the advert because the fact that potential customers will feel rewarded that they can go see usher live.

There will be various camera angles used in the advert to portray usher in a way that makes him seem like he's majestic and/or an expert. Camera angles such as worm eye views and tracking shots show that he's powerful and strong (which is attracting to women). Close ups on his face and muscles to attract the ladies who are of course customers. The advert has a narrative of the advert is that at first you see usher and you think he's just working out, to obviously attract female viewers, but then you see he's performing live and you realise you could see him live in the flesh for yourself.

The music bed at first would be one of his tracks with a strong heartbeat that accelerates faster like a pulse which coincides with the image of him working. Finally the uses the gratification theory will be diversion as they would loose them selves in the advert and picture themselves at the performance and also surveillance because you get little clips of what look like ushers private life.

The ASA codes apply to my advert as we dont (section 5) mislead anybody into anything or (section 10) mention anything offensive against religion or beliefs.

We would show our advert on TV; channels such as MTV at about 6pm and channel 4 also at about 6pm because these shows have viewers about 14+ (people that are most likely to be appealed to by this advert. This advert will also be shown on youtube, myspace, facebook, ect... because these media opportunities have viewers about the same age range for our campaign. Media synergy will be presented in that we will show the life of a musician on TV and on The Internet as well as in the magazines.