TV analysis task

This ad introduces a new deodorant from the brand Lynx. This deodorant in unlike their other ones because their motto is' bring the quiet'. This means that instead of, unlike their other products being in your face and promises to make your life so much better, this one is subtle and quiet but still smells appealing.

The target audience is young males who just want to get on with their lives and attract girls. The pyschographics for this advert would be succeeders. This is because these people are confident already without having to buy the latest and strongest smelling deodorant. They would buy Lynx black because they go for a high quality of their product.

This advert is a stand alone advert because the advert isn't part of anther one. But there are more than one Lynx black adverts, but they don't link together.

This advert has intertextual references because the camera zooms past the businessmen in their suits throwing their money around, suggesting that throwing money at something gets you what you want. But the man with the Lynx black is just happy doing what he's doing.

This advert uses persuasive techniques which follows AIDA because firstly they have a dramatic, attention grabbing start. They also state that it was created by the world's best perfumers which grabs the viewers Interest. The audience desires to be like him because he is confident doing his own thing and not interested in everyone outside. This advert tells the audience to 'bring the quiet'. This would promote action for someone who has a busy life and just wants to relax for a bit.



Advertising by association -

Happy families:

Glamorous places:

Rich luxurious lifestyles:

Success in a career or job:

Art, culture and history:

Successful romance and love:

Nature and the natural work:

Important people, celebrities and experts:

Beautiful women:

Comedy and humour:

Self-importance and pride:

Attention: This could be any demographics because something grabs the attention of anyone. This would be aspires because they seek status keep up their appearance.

Interest: This could be by the advert saying the product is low priced. So anyone who isn't earning good money would think this is a perk. This could be D and E. This would be explorers because the advert could be set in a exotic location.
Desire: This also could be any demographic because everyone have friends they want to impress. This would be the strugglers. They would believe that the product would solve all their problems.

Action: This could be any of the demographics because anymore could buy a product on impulse. This would also be aspires because a attractive packaging is more important that the product.


Mise-en-scene is everything that makes up a scene. For example the costume, the props, set and personnel within the scene.Iconography is when we expect to see a certain prop or costume within a film or scene. For example we would expect to see a cowboy hat or saloon in a western film.

Lighting is how much light we see in a film. Lighting is very important because it controls what we see and what we don't see in a film. This is used particularly in horror films.

 

My Questionnaire

Advert Evaluation

Our Questionnaire -

Our Feedback -

 

For out feedback we didn't get useful information like we were hoping. The feedback we got was from young people who already ate Pot Noodle. This wasn't helpful because we wanted older people who had never tired Pot Noodle. We wanted to find out if our advert made older people want to try a Pot Noodle. 

The brief was to re-brand a Unilever product to a new audience then create an advert for this new audience. Our group chose Pot Noodle for our Unilever product and we re-branded it to an older audience. We chose an older audience because Pot Noodle is mostly aimed at teenagers and people who don't have enough time to cook a proper meal or don't have the money to, like students. We decided to target older people because if they live alone or have to live in a care home then they might not be able to take care of themselves so they could make a Pot Noodle. 

There were a few shots in are advert that were technically challenging. For example when Kyle picks up the Pot Noodle, we found a glass cupboard which we put the camera behind. We had to use a glass cupboard because we had to see Kyle open the cupboard as well as picking up the Pot Noodle.    

I sent the Survey by email. I got a few responses but these were by people who are young adults who are in education. This is a problem because I wanted an older person's opinion. This is because this is the age group I aimed the advert at. The people who answered the survey did like the advert which is reassuring.

I think if any old people watched the advert they would be impacted by it and then be tempted to go out and buy one for themselves. I think this because the advert shows the audience that Pot Noodle can be bought by an older person and still is a quick option that applies to them. 

We used Mise-en-scene to our advantage in the advert because Kyle dressed up like an older man and we even placed a few things round the house that would be in a older person's house like a radio and Kyle was reading a book. The shots were quite long so this gave a calm and slow paced film that old people could relate to. The music was calming and relaxing and not quick so the audience could relate to it then cutting to the quick action packed shots which contrasted with the original shots. 

I think our target audience of older people knew it was aimed at them because of the Mise-en-scene and the slow calming pace of the advert.

The persuasion technique we used was a slogan at the end of the film "quicker than you think". We used this to emphasis that the product was quick and easy to make. This is effective because it clearly shows what we were trying to get across.

We tried to say that Pot Noodle isn't just for young people and older people can eat them too. We did this by Kyle dressing like an older man but hinted that he would still be impressed by speed, for example fast cars and rockets, associating this with the speed of preparation of the Pot Noodle. We didn't use any language that only young people would understand so the older generation of viewers could understand that was happening within the advert.  

I think that the advert looks professional and does comply with the rules of the BCAP Code. This is because we didn't show any alcohol, drugs or anything to offend young people or vulnerable people.  

In the end the advert looked like we wanted it to and followed the pre-production paperwork apart from one little bit. We couldn't include Usain Bolt running 200 meters at the Olympics (instead of the car) because it was copyrighted. We still targeted the older generation and the responses we got liked our advert. 

If we had time to do things differently I would cut out all the action of the cheetah, rocket and fast cars and make it shorter by simply have an old man making a Pot Noodle and then seeing his delighted expression as he is eating it. I don't think this advert version would catch a young person's eye because they would see the older person and think it has nothing to do with them. But an older person would like it and therefore buy a Pot Noodle probably for the first time. 

Editing Guide

Sequence Analysis

Films have been around for not that long with the first film airing in the late 1890's. Editing only came about when the film director Edwin S. Porter's camera jammed. When the camera started working again, the bus he was filming wasn't there and a car was. This stared the jump cut.

D.W.Griffiths took this idea forward and used more complicated shots and editing styles like the cross cutting and panorama shots. Lev Kuleshov invented the montage. This is condensing time, usually a few months, into a few minutes of a person or people doing various activities.

Before there was editing on the computer there was analogue editing. This is when the film had to be physically cut and spliced back together. This film first had to be sent to the dark room and made into film that could be used. Nowadays everything is digitally edited. Even if it isn't filmed digitally it will be edited digitally. Digital editing takes place on a computer using programs like Premier Pro, Imovie and Cut Pro. This is a lot easier that Analogue editing and can offer more freedom with each shot. Special effects can be added easily to Digitally edited footage.

The continuity system gives the audience a understand of the relationship between shots and why they look like they do thus creating a flowing sequence which makes sense. If this is broken then the audience gets confused and won't know whats going on.

Establishing shot - This shot is is used to shot a location. They are usually used at the beginning of a scene. There is an establishing shot at 1:33. It's not at the beginning of the scene like most establishing shots but it does show us the whole room and the fight that going on.

180 degree rule - If you imagine a invisible line splitting 2 people talking down the middle.

If the camera crosses this line then the people talking will appear on the other side and will confuse the audience. Also when a person is walking along and the camera is on one side. It must not cross over to the other side because it will then not make sense. 

Shot Reverse Shot - This is when you see a character looking at something then the camera cuts to what they are looking at. Or we see something flying through the air then cutting to that same thing hitting its target.

At 1:55 we see the guy in white arm trying to hit Neo in the back. The camera cuts to Neo blocking the white guys arm.

Match cuts on action - This is when you see something happening in the shot, cutting to another angle of that same thing happening so the audience can see more than one perspective on the scene.

 In the bit of the scene we see the bad guys trying to shoot Neo. We first see the bad guys shooting from the side then from the front. This happens 14 seconds in.

Motivated editing e.g. eyeline match-cut - This is when you see a character looking at a particular object then cut to the object so we see exactly what they see.

At 1:37 we see Neo looking the weapons on the wall. Then cutting straight to the weapons on the wall so we see exactly what Neo sees.


In this scene Neo is trying to kill the French man by fighting his body guards whilst Morpheus and Trinity try and catch the man with a lot of keys. You can tell Neo is the main character in the scene because he has the most screen time. Which is just less than 4 minutes out of the whole 4 minute 7 seconds scene.

Neo also has the most amount of close ups within the scene with a total of 9. We also get 4 points of view shots showing us what Neo is looking at. As this is a fight scene most of the shots are reaction shots. This means that throughout the scene Neo is reacting to the French guys threats or the Henchmens's attacks.

Shot Variation - is important within a film because it would get boring if you saw the same thing over and over again. This scene has a lot of shot variation to show different angles and views of the fights. To show how many bad guys there are and to show them shooting at Neo a wide shot was used.

Another shot used is close up. These are used to show different attacks so the audience knows exactly what happened and the reactions of these attacks. 

montages - These are used to show a long period of time usually a few month over a few minutes. There's a good one in Team America , World Police. There is usually a motivational song in the background and a person getting progressively better and better at a task. 

Providing and withholding information - This is when the camera purposely shows or hides objects or people on the screen. They would do this by editing the screen darker so you couldn't see the object or person. This is mostly used in horror films because not seeing something and imagining it is a lot more scary that seeing something. An example of this is in crime films or TV shows. They would show the crime but not the criminal. This is to get the audience excited and involved in the show as they try and work out who committed the crime.

Parallel editing/cross cutting - This is when two or more things are happening at the same time but in different locations. Most of the time the two goings on are linked and often end up in the same place at the same time.

Editing rhythm - This is the pace at which the scene going on. For example a action scene will be cut quickly to give more angles of the scene and make the scene go fast and more exciting. Whereas a scene where people are talking or something important is happening of screen. This would require a slower editing pace. 

Construction of the 'Time' and 'Space' of the story, both diegetically and implied - This is when all the aspects of a moving media product, like the sounds images and story line comes together to create an immersive fun to watch film or TV show. It comes together to create a fascinating story that people can relate to.  

Cutting to soundtrack - This is when the music and the editing are synced up so they match. For example in an a action film the punches or kicks would sync up with the beats. 

Multiple point of view - This is when you see lots of different points of view of the same thing to give the viewer a sense of how big something is or how many people are looking at a particular object. 

Cutaways - This is when the sequence is interrupted but showing something else. This usually follows a cut back to the original image. This would usually get rid of a jump cut.  

Jump-cuts - This is an abrupt cut from one image to another. It appears to jump from one shot to another. 

Pot Noodle pre-production work

Here is the pre-production paperwork for my 'Pot Noodle' advert.

The paperwork includes:

Receipts

Production schedule 

Location release

Shot list

Talent release (minor)

Risk assessment

Story board

Pot Noodle advert synopsis

The advert starts out with an elderly man sitting in his arm chair. He looks at his watch because he is hungry but hasn't got that much time. He stands up and walks into the kitchen. Looks into the cupboard and finds the Pot Noodle. As he puts the kettle and takes the lid of the Pot Noodle then a timer starts from 4 minuets. Then a cheetah is running really fast, then Usain Bolt finishing his 100M race. Then the old man is looking at his watch becuause time is flying by. We then see a rocket taking off when the Pot Noodle is done. The old man walks of the camera smiling and the slogan appears on screen saying "Pot Noodle,

Pitch Feedback + reflection

What did I do well - I researched the topic well with lots of information. Spoke confidently towards the beginning.

What would you do differently - Don't skip over a few not so important slides.

What was the class feedback - Speak louder and not mumble.

Presentation Techniques

Clarity of voice - make sure the audience can hear and understand what your saying. No stuttering and clear speech. Don't speak in a monotone voice.
Clarity of information - make sure the audience knows what the pitch is about. There is no point of doing a pitch if the audience doesn't know what it's about because they won't be interested.
Tone -
Engagement - keep eye contact with the audience so they stay focused and interested. Ask questions. summary at the end.

Feedback

The majority of the feedback was positive like having clear color scheme and detailed advert synopsis. But they were a few negative comments made. These were to add more details and information onto the the slide about the history of Unilever and to have bigger writing in some places.

Rebranding a Unilever product

Initial Unilever research

Hellmann's mayonnaise                  

I have chosen this advert because no matter how different your sandwich is, Hellmann's mayonnaise will always be in it.

Ben and Jerry's cookie dough

I have chosen this advert because 

Lyxn, make love not war