Radio Ad Research

voice over script 1

This is a 5 year old called kyreece. with ever-changing technology in modern society, individuals such as kyreece spend excessive amount of hours consuming technology. His uncle, Ali, goes on a journey to discover why his nephew consumes so much technology on a daily basis, and if it linked to the way everyone in society consume so much.

With Alis groing concern of kyreeces' behaviour,  he decides to seek out professional assistance. he initially wants to know what could cause kyreeces' obsession  so, He first goes to see professor Laura lewis, a neuroscience lecturer at UCL university.

professor Laura lewis mentioned Dopamine being released in the brain, Ali wanted to know if the people of London know what it is

Ali was interested in what she had to say and did more research into dopamine.  he found that there are links betweens dopamine and addiction. he wanted to know more and went to Dr Macally, about the word addiction

After visiting two specialists, Ali concluded that kyreece cannot be diagnosed with addiction, as he's only an infant. But what about a mature being. what about you watching now? how do you know if you are addicted or not. if so, i leave you with 1 question, what is your level of addiction.

Changes to poster from focus group feedback

After conducting two focus groups, we received numerous feedback from every individual. We They all agreed that the pills advert was most topic related and would be the most successful ad for our campaign. Only a few suggested changes to the ad but some suggested using the Dimitri font and slogan from the other 2 ads we presented. They thought it would be more effective in targeting our audience, rather than using the Game Over font. So we experimented with Dimitri font on our add and concluded the game over font would have more purpose in targeting our audience instead of Dimitri as is can be easily identified by any user of games.

Call Sheet 2

CALLSHEETT2

Term and conditions of youtube

This rule is the one we had to be careful about when downloading the clip of youtube and using it in our documentary. We asked for permission for the owner of the video to make sure there is no confusion about copyright material.

Audience personality research

During our mission to target to the right audience for our documentary we established that our primary research restricts us significantly in terms of discovers our audiences personality. we knew that not everyone in the world has the same personality but there must be some way to group a audiences together other than age race and location. We thought, how would we find a system that groups our audience without being discriminating or offencive. Surely we cant go and ask everyone in the world about themselves because quite frankly that's almost impossible and very time consuming. So we thought we don't have to come up with a system because 'Young & Rubicam' have come up with it using 'Maslow's Hierarchy of needs'.

They came up with the conclusion that there are 7 different types of people in the world:

The Explorer -  Their core need in life is for discovery

The Aspirer - Their core need in life is for status

The Succeeder - Their core need in life is for control

The Reformer - Their core need in life is for enlightenment

The Mainstream -Their core need in life is for security

The Struggler - In essence, the seek escape

The Resigned - In life, their aim is basic, survive

Our documentary will target a primary audience of the explorer and a secondary audience of the reformer. we came to this conclusion due to the fact are documentary is informative and it teach our audience something that occurs in all of us. This research helped us to profile our audience in more depth (something our initial audiecne research couldn't do). Our initial research tells us where to advertise our product.

In summary, our target audience is, someone that takes pleasure in learning new thing, roughly, 16+, and needs a sense of enlightenment.

adverts

Who is the target audience of both forms?

Both adverts target a mass audience as the TV advert was premiered during the Champions League game betwee Liverpool and  Olympique Lyonnais match at 8.45pm. It will also play out on ITV1 during the Champions League match between Arsenal v AZ Alkmaar around the same time; whereas the billboard was place on a very densly populated strip. The both are different media texts but the video advert targets a cult followers of Guiness that understand the 'Good Things Come To Those Who Wait' campaign. The Tv ad introduces the end to the good things comes to thoes that wait era to a brand new 'bring it to life' era. The TV ad uses constant CGI and dramatic music to empathise the patiently waiting theme where as the billboard is located on the side of a potentially traffic jammed motorway to help get the patiently waiting theme across to the audience. 

What devices/techniques, and technical and symbolic codes have been used to engage audiences?

The TV as begins with an establishing track shot that shows absolutely nothing to the audience at the time. The significance to this shot becomes clear later on where is shows a man standing on a moon-like planet preparing a rocket. That establishing shot positions the audience to have some sort of expectation. This reinforces the good things come to those that wait theme. Both adverts have a sense of enlighment; as the Tv advert only shows the product at the end of the advert and the billboard having underlighing, almost bringing it to life. The characters in the Tv ad are playing the role of God as they manually make rivers and shape the earth. The idea being that this world-creation is a metaphor for the famous surge and settle motion of a pint of Guinness and the way it comes alive in front  of your eyes when poured. This is done by the constant cloe up tilt shots of each of them to show power in each and every one of them. The ad is trying to stress that Guinness is more than just alcohol and nevertheless a living experience. It comes to life in when poured and liquid hits the bottom of the glass. There’s an explosion of energy. Clouds form - churning, swirling and surging. They defy gravity, moving downwards and then upwards, leaving behind perfect Guinness. At the same time, almost by magic, a creamy white head forms on the drink. When the process finishes something amazing has been created. However The Billboard has a God-like nature with the lighting from behind like you would as if its emerging from the heavens itself.

Analyse Genre and Narrative

 Tv ad a more meaningful narrative compared to the billboard Ad. To someone that doesnt even like guniess or drink it, could apperciate the wonderful cinematography of CGI. They both help in telling the story of man creating the big bang and shaping the earth in their eyes. The piano symphony help tell the ongoing story connecting the next shot to the previous one, giving this 90 second ad a movie feel. To cult followers of guinnes, this ad would be a mystery to them as its the start of a new era and slogan. With that being said, the ad uses its cinematography to target a contempry audience with the start of something new.The billboard Ad shows no direct narrative at the time but may subconcieiously target the audience by the words 'eventually you'll see the light' suggesting unless you try it, you're missing out and would always be in dark. 

What institutional factors are relevant?

Guinness extended their ‘Bring It To Life’ campaign through the launch of a Bring It To Life partnership with Google Earth. Visitors can use customised Google Earth technology to create their own planet, then ‘Bring It To Life’ by selecting terrains and designs for the planets’ landscape. They used facebook integration to allow creations to be shared with Facebook friends and Facebook friends can be invited to co-create and participate in the development of Bring It To Life planets. Also, prizes were unlocked as the game progresses and players could of won crates of Guinness, with the ultimate winner getting a years supply.

The Ad ran as 90, 60, 30 and 20 seconds ads on TV as well as in cinema, online and print targeting a wide range of audiences. The manchester born director ahad assistance from the recruitment of Grant Major, the production designer from The Lord of the Rings, and Wally Pfister, the cinematographer on the Batman movie The Dark Knight.

Top Boy Poster analysis

The reason for choosing the Top Boy poster instead of a documentary poster, is that their were not many youthful documentary posters and elements from this Top boy poster such as the still disequilibria shot that we intend to use in our documentary poster.

Audience Questionnaire

16-21 (Primary audience):

1. Would you watch this documentary? If so, why?
2. Do you think you are effected by this subject?
3. Were you interested within the first minute?
4. Have you learnt anything from this?
5. Do you understand what is going on?
6. Do you have anything that may help us to improve?

22-27:

1. How did you find the editing of the documentary?
2. Has your opinion changed, in terms of addiction?
3. Do you think it relates to you, in any way?
4. Can you see a possible change in yourself?
5. Are you still interested in technology?
6. Do you think we could improve our editing?

28-35 (Secondary audience):

1. Can you see this affecting your children? If you have any
2. After watching this, do you think it does indeed affect all of us?
3. Can you notice a possible change in yourself or perhaps in your children?
4. Do you use different types of technology?
5. How well do you cope with new technology?
6. Do you think we could improve anything

Interview research

Interviewing people is something new for me and my team. We have never interviewed someone before and needed to know common conventions of interviewing people. The video above form expert village imposed generic conventions of interviews that we found useful. We all understand that people are not completely oblivious to the camera when you first film them; they're nervous but will get use to it later on in the interview. So asking them the same question again at the end of the interview will generally produce more confident responses.

Conventional BBC Font

After thorough research into fonts that we might use in our poster, I came across the font Gill Sans, that BBC use for their poster.  BBC adopted the typeface as its corporate typeface in 1997. The corporation used the font in all its media output.

 As our Fantasy audience is viewers on BBC, I decided to use this conventional font for professionalism uses only.  

A focus group on our documentary idea

I conducted a focus group to a small group of students that gave us feedback on some of our documentary ideas. I Presented the concept and editing tips and filmed their responses:

We took into account their feedback and discussed it among ourselves. They liked our documentary concept in particular which is always a good thing. We never told them which documentary was ours to get honest opinions. If they never liked something, we would encourage them to talk about why they don't like it and make changes. They seemed to like our documentary concept so we did no have to make changes to it. We also showed them an intro to Jewish mum of the year and the Bokeh lens concept and asked for their opinion. They seemed to like both of them but some did not feel like the jewish mum of the year opening is a documentary. The reason of not like or for some people, liking it, was due to the concept and not the editing. We showed them the jewish mum of the year for the editing feedback and there was no criticism to it, so we are still going go with editing that the jewis mum has.

Floor plan

A quick floor plan of the interview shot we plan to shoot at UCL university of Dr Laura Lewis. It clearly shows her on a chair in a science lab with artificial lighting to help set the mood. There is microscope purposely left in the shot to inform the audience of the science that is about to be explained by her.

Time lapse

After viewing countless websites and watching countless documentaries, I have noticed how a time lapse was used in some way to help tell the narrative of the documentary. Me personally, i believe that it shows a fantastic transition from scenes, so we decided to use a time lapse in or documentary , something similar to the video below.

Bokeh?

This bokeh concept has us scratching our head for hours. This bokeh concept sparked a chain reaction of ideas. At the ending of this clip we see how they use bokeh to make things thats were never considered like names. They explain clearly that the possibilities are endless and demonstrate it with such ease. They made bokeh in the shape of pacman which i personally thought would be amazing to use in our documentary. They explain its simple but require trial and error, that might prove to be a problem as time is not on our side, but we'll see.

Social Network Assistance

As part of our research for out documentary, we had to find out what our target audience are into as this will help our decisions on how we advertise and edit or documentary.

To do this Dakota went on Facebook and asked a series of questions to some of my friends. Such as:

"1. What kind of magazines do you read and why do you like them? (layout, themes)
2. Do you listen to the radio? If so what station and how regularly? 
3. Do you watch documentaries? What types have you seen? Did you like them? Why?"

However, she received no responses. As most of her friends fit our mainstream criteria for our audience this meant that a response from these people was unable to be attained. This is some ways creates a difficult situation as to what this niche would want to see. We plan to do a focus group so hopefully we can gain more information from this.

As she did not receive any responses on her own account, her Mother kindly allowed her to post the same set of questions to her friends. She received a range of responses and ideas. What she found is that she only got responses from mostly women. They all range from different ages, ethnicity, class and jobs so this in some ways does help us to see how we can advertise and edit or film. As she did not get any responses from men, like or mainstream audience it will be hard to market to them, but hopefully we can resolve this in our focus group.

From her findings she have found:

• 1. Many of the women who commented listen to the radio on the way to work - This means that when marketing our documentary, is a morning slot the best time to advertise it?
• 2. These women mostly read gossip magazines, fashion or anything educational - Can our documentary be advertised in these magazines?
• 3. These women also watch documentaries regularly and clearly go for a specific niche (mostly real life) - These different documentaries can help us to see how we can edit our own film to match our target audiences interests.

Our research has given us a strong idea of what we can do to attract our audience and apply this to our film.

Target Audience

Our target audience data

exam board vs research

The exam board are asking us to advertise in newspapers and radio ads and Tv listings where as 'documentary films' suggest we get our film on film festivals as it only costs 25 dollars per listing. They make the assumption that we have a wealthy budget and can advertise our documentary in newspapers and on TV and we will take that assumption and try to do it. 'Documentary films' also advise that we we advertise our film on banner ads to raise awareness. 'Desktop documentaries' advice to to raise awareness by using youtube and Vimio and tell us that we can make money by using google word web.

Documentary Conventions with theory

With us looking a many documentaries we can understand how a documentary documents the truth. We understand we only have a couple of minutes to capture or audience thus making the beginning the most important part. With the help of Todorov's narrative theory, the opening 5 minutes of the documentary should reveal disequilibria at some point; whether its at the very start or a couples minutes in after equilibrium. I have watched so many documentary's and they all impose disequilibria at one point:


The BBC horizon are undoubtedly my favourite documentaries to watch. Majority of them pose some form of disequilibria that has the views enticed. The documentary above presents disequlibra in the first couple mins indirectly. The voice-over of suggest the documentary has the formula that can help us increase our creativity skills suggesting us ourselves are endanger of falling into disequlirbia if we don't continue to watch. Our documentary must contain an enticing beginning as these

Tips for Video Production Editing

We found a great website that had tips on production of a documentary that we thought would help us, They are:   

Create a compelling beginning. 
Great documentaries capture the audience’s attention right away! It can be style or content, but it must be something that feels unusual to the viewer. If you don’t create intrigue and or rouse curiosity, you will lose your audience. One idea is to start with something already deep in the story, then you can back up and slowly begin to reveal answers.

[Helpful hint: Sometimes the beginning of the film is not obvious until you’ve edited the bulk of your film. So just put SOMETHING down at the beginning to get you started, then you can go back.]

Build a “Roller Coaster”
Once you have the basic story structure in place, this is where you start creating the filmmaking experience. Change up the rhythm of your story. If the story has the same rhythm, no matter if it’s all fast or all slow, it will “feel” slow and boring. There needs to be fast sections and slow sections. Take your audience on a RIDE. Mix up the pacing with high points and low points. Take viewers on a “wild ride” and then let them breath. Create chaos and then let the event “sink in”. Remember, silence can be just as powerful as a fast paced sequence.