10 Second Mini Ads Analysis and Notes

Cadburys Creme Egg 



Content

• The ad itself is short
• One actor with very limited dialogue
• Limited costumes
• Small Simple Set-Probably built, Possibly on location, Props that would have been easy to acquire
• It is set in a bedroom of a 'teenager' practicing chatting up a creme egg as if it were a female

Structure

• Starts off with a bit of dialogue with the actor talking to a mirror as if it were another person
• He then looks into the camera as if it were another person (breaks the fourth wall)
• The tagline then appears with a picture of a Creme Egg

Technical Elements

• Quiet- Diegetic sound from the location. The only noise we hear when the actor is talking is him and the sound of a dog barking from outside
• The first shot is a long shot and is establishing that we are in his bedroom, it is trying to show he is a typical teenager with various things lying around the bedroom
• The final shot is him staring into the mirror (the camera) and therefore we get a shot from in front of his facing he smiles into the camera
• There is no camera movement and there are only still shots of what is going on
• Once the tagline appears there is a voiceover that reads it to show that we are now outside of what is going on within the ad and to show that is finished.
• There is a lack of editing due to the fact that there is a lack of shots. The shots are short to medium length

Gumtree Success

Content

• The advert shows a man selling his speakers to 2 young guys who are dressed in 'urban clothing'
• The two guys then walk off and it cuts to them in a room dancing to the music
• The tagline then shows up with the logo and it shows that the Gumtree app can be downloaded on apple and android
• There is a voiceover narrating what is going on

Structure

• The ad has no dialogue but it shows the actors doing very simple things
• There are a small amount of actors
• After the first shot it then cuts to another one where the tagline then shows
• Small amount of shots

Technical Elements

• Medium Close up shots
• Medium length shots as there are only two shots
• There is a voiceover that is non diegetic
• The only dialogue is a brief exchange between the people and isn't supposed to be the focus which is why it is quiet
• Two very simple camera shots with minimal movement
• The first shot shows the two young guys giving the man selling the speakers money and return they take the speakers.
• The second shot shows the two guys in a bedroom dancing in a comedic way using the speakers they just bought. The bedroom has a large amount of posters and I feel that this along with the speakers and the dancing are to establish the fact that they enjoy music

Sofaworks

Content

• The ad shoes two delivery men bringing in a Sofa
• There is then an alarm going off with a voiceover saying "stop right there" at which point they both sit down and begin watching TV
• They are in a living room when this is happening
• The logo for the business then appears in the bottom right of the screen

Structure

• The ad starts with them bringing the couch
• There is then a voiceover and they then stop what they are doing
• The two actors within the ad have no dialogue

Technical Elements

• Still camera shots
• Short edited clips
• Only 3 shots
• The setting is in a living room. There is a TV, a rug and furniture around to establish this 
• The sound is non-dieetic, there is a voiceover and the sound of a live audience clapping but this is not within the scene- creates a comedic effect

Assignment 1- Advert for McCann Erickson

Task 1

For the first task of the assignment I had to begin researching the different areas that I would have to be thinking about when it came to planning and creating my advertisement for McCann Erickson. The client that I chose to create an advert for was Coca Cola and therefore I took this into account when doing my research and thinking about the kinds of things that would be going into the advert.

Harvard Referencing

What is Harvard Referencing?

What is it?

Harvard Referencing is a way of referencing where information or quotes have specifically come from. They are a way to show that the writer of the article, essay, presentation etc has an actual viable source of information and isn't just making things up. The referencing also gives the reader a way to check where information has come from and helps someone like an examiner or a teacher to check that the information is reliable and accurate. 

What is the importance of a Bibliography?

A bibliography gives reliability to a source of information. As well as the Harvard referencing it gives the reader a place to check the reliability of the information that is being given. It shows that there is an actual source where the information is coming from and gives people the ability to check and compare the information that they are bing fed.

Depending on where a quotation is from, it will have to be referenced in a specific way:

For Books reference:

• The author or editors name
• The year the book was published
• The title
• The Name of the publisher
• Page in which the quote can be found
• Volume number

For Articles reference:

• The authors name
• The year the article was published
• Title of the article

For Electronic Sources reference:

• The date you accessed the source
• The type of source that it is

Creative Brief for Advertising

Creative Brief

Creative Brief Example
(Aviva Car Insurance)

This is a creative brief for Aviva Car Insurance. A creative brief outlines what a company does and the message/product they would like to get across in the advertisement made for them. They will then send this off to advertisement agencies and whoever comes back to Aviva with the best idea for an advert will be hired to film it. This is how all companies will decide who they would like to film their adverts. Aviva through their adverts want people to buy insurance through them. Creative briefs usually also point out who they would like their ideal target audience to be.In the case of Aviva they are aiming their service at drivers, experienced rivers in particular who have had their license for over 15 years. Some creative briefs will also include background information about themselves, on the off chance an advertising company isn't sure who they are or isn't exactly sure of they're aims and objectives.

Creative Brief for Coca Cola

Mcann Client Background- Coca Cola

• Coca Cola was first made in 1886
• Between 1888-1891 Coca Cola started to be marketed to local pharmacies. The mixture was sold to pharmacists who would put it into cups for customers to by and drink
• In the early 1900's the company began bottling Coca Cola
• In 1923, they began to market Coca Cola to the world.  Coke was a sponsor of the 1928 US Olympics team. Around this time the six pack was also invented.
• Coke also owns a lot of other drinks such as Fanta, Sprite, Oasis and Powerade
• In the 1940's the Coca Cola manufacturing and bottling facilities would have been used as munitions factories meaning that they would have got a huge pay out as a result of the war. This would therefore have allowed Coca Cola expand a great amount due to this high income.
• The early Coca Cola Ads were always associated with "fun, friends and good times" which is something that they try to continue even today in their campaigns
• In the 1980s Diet Coke was introduced and became the top low calorie drink in the world
• In the 1990s Coca Cola received on-going support from FIFA, The Rugby World Cup, The NBA and The Olympics

The Task/Objective:

To create a TV Ad campaign that appeals to consumers of Coca Cola as well as to bring in a whole new audience of Coca Cola drinkers. We aim to show Coca Cola as a drink that should be consumed sensibly and in moderation. Through our AD we want to show off all the products we offer in order to give our customers as much variety as possible so that they make the right drink choice for their diet and for their lifestyle.

Target Audience:

Our Target Audience needs to be aimed more at people above the ages of 12. We need an AD campaign that targets those who know the risks when it comes to drinking Carbonated Drinks. Therefore we would like this campaign to be aimed specifically at those looking to have a drink that is the main quencher of their thirst in party and celebration type situations. We want our consumers to see that by drinking Coca Cola they will be refreshed in body, mind and spirit. Since Coca Cola is a world renowned and well known brand, it should be used to promote Coca Cola not just for the UK but for the world. We want our AD to be memorable and talked about globally.

What Must You Include:
"Open Happiness" is the tagline that must be used by the end of the advertisement and therefore 'Happiness' is a key theme that we would like you run with when making our advertisement.


How much does The Average TV Advert cost to make and why do costs vary?

TV adverts can vary depending on specific factors to do with two sides of things. Firstly there is the creative side of costs which is the cost of actually producing an Ad or Ad campaign. Then there is a media side of costs which means the cost of what media outlet the product will be advertised on. Already depending on what type of media outlet, means that from early on, the Media costs will be thought out so that way once the advert is completed, then they will be a step ahead of themselves and prepared. There are a number of variables that can effect the media cost of simply getting a TV advert aired:

• Time of the advert- Depending on the length of an Advert, it will cost more to get it aired. For example a John Lewis Christmas advert, just for the length of time of the advert would cost more than maybe an advert for a bar of chocolate (Obviously depending on the chocolate)
• Seasonal- Specific months will be cheaper than others for a TV advert to air. The summer is usually the cheapest whereas Christmas times would probably be the most expensive
• Time of Day- Peak times (Times when everyone is tuning in) will be a more expensive slot than say airing an advert at 9am in the morning when most people will be either just waking up or getting into work meaning there will be a lot lower viewership
• Popularity of the channel/TV- TV channels with a far bigger audience than others will be more expensive than audiences with smaller channels. For example an advert during the middle of a Nationally watched event such as a sporting event or reality show on a channel like ITV (e.g. World cup final, X Factor, Britain's Got Talent, I'm a Celebrity get me out of here etc) will have a more expensive advertising slot than say during a re-run of a classic show on a channel such as Dave or Gold. There is a Daily Mirror article from November 2013 which states that just 30 Seconds of an ad slot for a product or company during the X Factor breaks would cost £200,000. 

A commercial advertisement can be as cheap or as expensive as one would like to produce as long as it does a good quality job of trying to get the message across that they are trying to achieve. There are specific factors that will increase the cost of production aside from the pay that the crew get. These factors include:

• Whether or not they use a celebrity and their endorsement fees
• Locations
• Actors depending on level of experience
• Sets which require building
• Software experts such as CGI or motion graphics

Depending on what can be seen, heard and displayed in an advert, this will also cause costs to vary. An advert where you see mostly simple looking animations in 2-D rather than 3-D would cost something like £5000-£10,000. They will usually be short with a simple voiceover and won't have much going on. Adverts up to £10,000 or more may have a bit more complex advertising in 3-D to make it more pleasing to the eye. They also might have actors in the adverts but no one too famous or well known. Adverts over £20,000 will usually have less animated visuals and will have actors in their Ads in order to help get the message across that whatever their advertising will actually effect real people. These adverts will usually be more expensive since they are on location and might involve building a set. They will also have to hire the actors.

Advert Plan- Coca Cola

• Rugby World Cup Themed Coca Cola Ad
• Celebration of the World Cup- Different Settings- A Bar, Someones House where they're having a BBQ, Someone watching the World Cup on their computer, People playing rugby in school and spectators at a match for the rugby world cup.
• The different people are all reacting to the same part of the match differently- The people playing rugby at school act out that scenario as if everyone else is actually reacting to them
• Someone Scores and everyone celebrates at which point everyone is seen drinking a bottle or a can of Coke.

Urban Films

Urban Films
The next task I had to complete had me delve into the genre of Urban Film. I started by researching overall what it was that Urban Film was about. They cover this idea of Ostracised lower class and often black communities and the struggles that they have to go through. Urban films explore many issues such as divide in social class, drug use, gang violence, segregation and overcoming economic difficulties.



I then took a look at a few specific films to see how their setting and plots both were similar and different at the same time. By looking at this as well it also helped me to find out that there are specific people such as Adam Deacon or Noel Clark who work specifically with this genre of film as they have both written, starred and directed in Urban films.


The third thing that I looked at was the conventions of Urban Film. This is essentially looking at how the different production features come together in order to create the effect that the film is trying to portray. This can be a variety of things, such as how the camera is used, the different props or clothing involved with specific characters, the setting of the film and even the music that is used

Themes of British Film

Themes of British Film
For the second Prezi task I had to look at some of the different themes that British Film explores and I decided to look at some of the more notable ones from recent years that also had some similarities to each other. The four themes I chose to look at we Urban, Crime/Gangster, Monarchy and Period dramas. I felt as if these all went hand in hand with each other in some way whether it be that Crime, Urban and Period dramas are often exaggerated versions of real life situation. Or it be that Urban Films and Monarchy films often depict a major event or series of events that the main protagonist has to overcome.

British Film Institute Prezi

BFI Research Task
For the first prezi that we had to make, we were given the task of researching the British Film Institute or BFI for short. In order to go about this task I used the BFI's Official website as I figured that this would eb my best source of information. From doing so, it gave me an insight into who the BFI, What it is that they do, some of their internal and external activities as well as how they help the British Film Industry.